Trade show giveaways that give back

Trade show giveaways that give back

Trade Show Giveaways That Give Back

It’s hard to imagine a trade show without trade show giveaways. Promotional items help attract visitors to your booth, spark memories after the event, and can share your company information with prospects in a distinctive, memorable way. But how do you find a unique, appealing and effective giveaway that distinguishes your company from your competitors?

First and foremost, you have to think small, practical, re-usable, and functional. Trade show visitors don’t relish cumbersome objects, and they search for items that are useful. Throwaway items mean that your company information is permanently lost, so stick to trade show giveaways that last and provide ongoing recall for potential prospects. With some planning and effort, your company can implement a successful trade show giveaway strategy by following the 9-step process below:

1. Define your trade show audience – Who will receive your giveaways? Existing customers, prospects, and/or general passersby? Consider distributing different gifts to different visitors, with the quality of the trade show giveaway directly proportional to the quality of the lead. You may also consider contacting key existing customers prior to the trade show and informing them that a gift awaits their arrival at your booth.

2. Establish your goals – What do you hope to achieve with your giveaways? Educate or increase awareness of your company/product/service, introduce a new product line, provide helpful hints, communicate your contact information in a unique way, build existing customer loyalty, motivate an action, or perhaps communicate a message? Your giveaway goal(s) will determine the nature of your promotional item.

3. Locate the ideal item – Consider hiring a promotional specialist to help you find a giveaway that works. Pens, sticky pads and keychains are overused, so check the internet for alternatives such as reusable water bottles, computer calendars, canvas bags, playing cards, eco-friendly products, or appeal to the kid in all of us with yo-yos, frisbees, balls, or puzzles.
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Trade show follow-up tips

Trade Show Follow-Up The Morning After The Day Before

Trade show success depends on well-planned and timely follow-up on leads your company generates at a show. By the time the event is over, company staff are exhausted and grateful they survived. While it’s tempting to take a week’s vacation to recuperate, or return to the office and idly browse through 500 email messages, your trade show performance isn’t yet finished. So brush the cobwebs off your desk and get serious about your trade show follow-up. Email, that pile of work on your desk, and other distractions can wait.

Begin by organizing your trade show leads. Ideally, lead organization is completed while at the show, whereby lead contact information is entered in a contact management system or spreadsheet. Organize your leads in terms of product or service category, and/or by “temperature”: hot, warm and cool, depending on the degree of rapport and interest you established at the show.

It’s imperative to have a creative and thoughtful marketing communications for your trade show follow-up plan. Direct mail, phone calls with sample scripts, face-to-face meetings, product demonstrations, email messages, or e-newsletters are all effective communication methods. Whatever methods you choose, be certain to include your targeted message, company branding, contact information, and your call to action. Also give some thought to special pricing or value-added offers to encourage your prospects to take action.
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Finding the right trade show for you

Finding A Trade Show That’s Right For You

Trade show overload can be a real hindrance to companies. A lot of time, effort and financial resources are invested in preparation and attendance. Therefore, it makes sense to only attend trade shows that will be productive, beneficial and profitable for your company. So how do you know which shows will provide the best return for your time and financial investment?

First and foremost, it is imperative to quantify your trade show goals and measurable objectives. Objectives must be both meaningful and measurable, such as the following:

  • How many leads or sales do you wish to generate?
  • Do you wish to secure media exposure, industry trend data, or other details?
  • Engage current customers, initiate new contacts, reach future key decision makers?
  • Introduce a new product or service?
  • Obtain feedback from booth visitors?
  • Increase understanding of marketplace conditions?

Be certain to put your objectives in writing, as written statements help you to clarify your planning process. The added benefit of quantifiable objectives is that these provide a benchmark of success against which future trade show participation can be measured and compared. What about a goal of attracting 10% of the total trade show attendees to your booth to demonstrate your new product, or obtaining 100 requests for literature? These goals are real and measurable. Furthermore, these specific goals can provide essential guidelines for staff participating in the design, implementation and post-show evaluation.
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