Trade Show Promotional Products

Get Noticed!

By Michelle Scappace, Owner Michelle Consulting

Choosing promotional items: Review your marketing strategy and then seek out creative ideas for items that are along the same lines and best match your company’s premise. Make sure the weight of the message you’re looking to put forth is clear and concise! Be absolutely positive your product is clearly and most important, correctly imprinted with your company name, website, logo and phone number.

Stick to a budget

Feature items fluctuate significantly in price. Quality, quantity and special orders affect pricing.
Try: Use the same item(s) for several different shows in order to qualify for special advantages on bulk or high quantity order discounts.

Utilize giveaways proficiently

Giveaway items aid in developing customer support. They create awareness about who you are and what you do. They can be an incentive and are often able to strongly convey a message.
Try: Choose a custom trade show giveaway that is unique and stands out at the show.

Define the desired outcome

What is it you're looking to achieve? Are you introducing a new product and want to get the word out? Are you looking to revitalize interest in an older idea and possibly rejuvenate interest? Do you want to promote a specific item or inform and educate your target audience so they remain up to date with your services?
Try: Make the right choice of marketing material ithat best promotes your company’s image.

Deciding the fortunate few who receive your precious giveaways

Steer clear of randomly handing out or leaving items out for just anyone to leisurely grab (especially since you've spent you're hard earned money on them). You want to stand out! Be talked about! You want your company to be remembered for your unusual, extraordinary or unique promotional strategies!
Try: Have different gifts for different visiting consumers. Use a higher quality gift for optimal or repeat/high volume customers and prospects and a lesser valued item for general customers.

How do I get one of those?

Use your premium effectively. Make them work for it! You can use it as a reward for booth visitors who agree to participate in informative question and answer segments regarding important facts about your company.
Try: If you're in need of new catch phrases or slogans you can hold a contest and award the person who came up with the best with your high-end giveaway as the grand prize. There are a lot of creative people out there with creative ideas - try to extract those ideas out of people and use it to your advantage. You can then reward them by presenting them with your feature give away. You may also want to have on hand some other lower end gifts that can be handed out as a thank you for stopping by your display.

BE REMEMBERED! Leave a lasting impression

Selecting the right item is very important! Your promotional items should be designed to communicate, motivate, promote and most of all make you recognizable and remembered!
Try: Make sure the giveaway and the message make an impact.

THINK AHEAD! Never lose sight of future sales opportunities

Once you have that feature item or giveaway that has come to be known as a "hot commodity" in your target industry - make it work for you and make your customers work to get it! You can create an awards point system and those who reach the goal can cash in to receive their prize.
Try: Set up a referral system and when a certain number of referrals have been reached they receive a reward. Use a discount coupon or a gift certificate that requires future contact with your company for redemption. The more people doing your marketing for you the better! Anything to get your company out there and noticed!

Let them know about it

Prior to the show send out an invitation again detailing the show dates and your booth number along with the details of your giveaway. Novel or useful giveaways will actively entice more prospects to your exhibit.
Try: Include the invitation along with all your pre-show mailers and show information. The more informed your customers and show attendees are the better.

AFTER THE SHOW - Make sure it's working

Create a mechanism to measure the effectiveness of your giveaway. Post-show follow-up is extremely important. Create a feedback form and be sure to include a question about the premium. Ask if visitors remember receiving or if they found it appropriate or useful.
Try: Make sure you accomplished what you expected. Did it appeal to the audience you were hoping for? Did it prompt idle show goers to make it a point to visit your attraction? Was it attention-grabbing and did it project the exact corporate image you're looking to put forth?