11 Feb 2012

Enhance Results with effective Trade Show Promotional Items

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When done properly, giveaways can icrease booth traffic by 50%, provide targeted leads and increase brand and product recognition post-show, long after the tradeshow is over. Just make sure you use them wisely and you will have marketing dollars well spent~ Gary Porter

A trade show promotional item given away at your booth can help draw traffic, create recall after the show, and provide contact information in a unique, memorable way to prospects.
At first glance, an event’s crowded exhibition hall seems like a treasure trove for prospecting, generating viable new leads and driving product sales for your organization.  Yet, considering all the distractions of the show and your competition in the industry vying for the attention of conference attendees, interest-grabbers in the form of unique promotional items can help draw more people to your display booth.  With increased booth traffic, you will have the opportunity to meet and pre-qualify more prospects. And with a greater prospect pool, you will likely yield a greater number of viable leads and new customers.

According to Incomm Center for Trade Show Research and Sales Training, event attendees are 52% more likely to stop by your exhibit if you have appealing promotional items to give them.

As a result, awareness and interest in your exhibit and product line increase — and you enhance potential for greater sales performance. So, what kind of promotional products are most effective?
Whether you choose items such as imprinted golf shirts, t-shirts, tote bags, personalized pens, USB drives, promotional mugs, or ice scrapers, make sure your giveaways reflect your company image and have relevance to your prospect.  The key to choosing the right promotional item or giveaway is to find something that your target audience will find useful once they return to their home or office.  Be careful with items that have a mass appeal and don’t directly relate to your brand or message as they not only disappear fast, but do not provide the opportunity to generate a quality lead or long term brand message for your company.

Here are important considerations to help you choose your giveaway.

  • Does the item complement your company and product image?
  • Do the giveaways you want to purchase match your budget?
  • Are you able to easily imprint your key contact information and message on the trade show promotional item?
  • Will you be able to get your shipment in time for the event?
  • Is your giveaway unique and different from others you’ve seen?
  • Is the item something your target customer would like to have?

 

Effective Use of Giveaways

How you distribute your trade show promotional item makes a difference in its perceived value and marketing effectiveness. For example, do not stack your entire supply of giveaways on your booth table for just anyone to take.
This potentially diminishes the value of your “gift” to show attendees. Rather, personally and selectively hand out giveaways to visitors with whom you speak and who represent potential clients.  Make it a trade for contact information in exchange for your unique tradeshow give away.  This will further help qualify prospects and assist with your event follow-up marketing initiatives.
Through thoughtful distribution of advertising specialties your product will be more memorable to your prospect and serves as a way to show your appreciation for the visiting your booth.//

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