A recent survey of 29 shows found these average charges (per 1000 verified attendees) for:
Full-page, 4-color ad for Show Directory: $400
One-sided, average-size banner (150-250 sf): $440
Badge necklace: $510
Official show bag: $640
Stuffing one item into the show bag: $270
Note: Where appropriate, the price excluded the cost of producing and/or installing the item.
To compute for your show, multiply the figure by your verified attendance divided by 1000. To illustrate, for a 5000 verified attendance show, the average price for a one-sided banner would be $440 x 5 or $2200.
However, Nancy Largay of Penton Media says there are no absolute formulas for pricing sponsorships. She suggests these questions:
Are the exhibitors accustomed to these offerings (if not, price accordingly)?
What is the overall health of the event?
What competitive shows are in your market?
What sales resources to you have?
Are you selling to generate revenue or offset expenses (or both)?
What are the limitations of the venue, which can directly impact your offerings?