Magellan Promotions Insights to the World of Promotional Products

Building Your Business With Effective Trade Show Practices

Tradeshows are an outstanding way to promote your business to new clients and offer another avenue to sell deeper into current customers.  While it is true that tradeshow presenters and traffic is down in 2009, many regional tradeshows are still going strong and offer solid opportunities to grow your business.

Recently I attended a seminar put on by Exhibit Systems, a tradeshow booth distributor in Menomonee Falls, Wisconsin.  The focus on the seminar was effective trade show marketing in a down economy.  During the presentation, the presenter made some insightful points about how to effectively use promotional products to make your next tradeshow a success.

Before I go into the strategies of effective tradeshow marketing, I want to review some general data about trade shows that was presented during the event.  The presenter told us that over 80% of the exhibition attendees have buying influence and 33% of attendees do not attend any other exhibitions.  In addition, 33% attendees did not attend the same event last year and 77% represent a new prospect for exhibiting companies.  With those facts in mind, lets discuss some strategies.

The first strategy to increasing the effectiveness of your tradeshow is to get on the radar screen on the attendees.  Around 65% of attendees are influenced by pre-show activity.  So your goal is to get on the attendees dance card before they attend the show.   To get on the dance card, the presenter discussed using a mailing to promote your booth at the show.  To further increase your booth awareness, the presenter discussed including a promotional product in the mailing (ex: magnet or note pads) or include a coupon to bring to the event to receive a promotional product (t-shirt, tote bag…).   There have been great studies done by PPAI (Promotional Product Association International) on the effectiveness of re-show mailings.  To read this interesting study, click HERE.   

The second strategy for effective trade show marketing that we want to highlight is the use of promotional products draw attendees in to your booth and give to qualified prospects at the show.  The presenter discussed that 80% of all the information collected (including company literature, flyer's, folders and samples) are thrown away either before the attendee gets home or back at the office.  Since promotional products not only advertise your business but are often a useful product, they tend to be held on to by the attendees.  The presenter then discussed six keys for a successful promotional product business builder at a trade show;

1. Unique
2. Cost Effective
3. Travel Safe (for the attendees to take back with them)
4. Usable (at the event or back at the office or home) 
5. Branded (include a website whenever possible)
6. Memorable

These are great points that we often discuss with our clients when reviewing tradeshow product options.  To read a study on how promotional products are effective giveaway at trade show, click HERE.

There are numerous factors to making a trade show successful, but using these strategies will increase your chances of making your next tradeshow a success. 

Trade Show Giveaway Strategies

Trade shows are a proven way for many businesses and organizations to build exposure and create new leads.  However, presenting at a trade show can be a very expensive endeavor.  The costs include the entry charge, travel, the trade show booth, materials that are handed out, and the lost time from the office.  Identity Promotions works with many companies to set up strategies so you will not only be remembered by the attendees, but also get a positive return on your investment.   

There are several strategies that we use to achieve this.  These strategies include handing products out to all the attendees, handing out products to people that you qualify, and using promo items as raffle gifts. 

The first strategy is to hand out a product with your name and logo to everyone passing by.  The first goal of the giveaway item is to create a buzz, so that attendees seek you out to get your product. Usually the giveaway items are inexpensive products that catch the eye, such as a desk item, a product that the attendee can use at the trade show or a lifestyle gift.  The result you are looking for is an increased number of people coming to your booth.  After you grab their attention with your giveaway item, use the item to start a conversation and get the attendee's information so you can follow up. 

The second goal of the giveaway item is for the product to be used by attendees back at work or home.  This builds name recognition for your company and if you follow up with the attendee, you improve the chance that they will remember you. 

The second strategy is similar to the first, but uses promotional products on a more limited scale; as a gift to the attendee after they have been qualified through a conversation with the presenter.  These items are usually a little bit more expensive since the attendee is now a qualified lead.  By handing out a higher end gift, you create good will towards your company and again increase the chance that the attendee will remember you when you follow up after the show.       

A third strategy for using promotional products at trade shows is to use them as raffle items.  Many times at trade shows, companies give away an expensive item, drawing from business cards in a fish bowl.  Often a company will giveaway an iPod or other gift that is not imprinted.  I think companies often miss an opportunity to advertise their business when they do this.  Many imprintable products are available that can be used as raffle items, such as barbecue sets, high-end coolers, luggage sets, and technology items.  When you use an imprinted promotional product as a raffle item, you are still giving a product attendees want to have, and it serves as an advertisement both at the trade show and for years to come in the hands of the winning attendee. 

Companies use one, two, or all three of these strategies to help increase their return on investment from trade shows.  If you want to learn more about how your company can use these strategies for your next trade show, contact Identity Promotions today at info@identity-promo.com or look us up on the web at www.identity-promo.com.   

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