I assume you are coming from the angle of a start up buiness.

It depends on how much capital you have.Getting your name out in the market is important and there are a variety of ways ( social/email blasts, mail -geo targeted campaigns)to do that without spending a bunch of money.On the other hand taking on a job even though you will lose money provides a sampling opportunity of your services.Depending on the quality of that job or event ; it could create a viral effect for you and your business through name recognition.