If you find the right trade show giveaway to hand out, you will be able
to better engage your attendee and thus learn what they are looking for at
the trade show. But how do you do this?
According to Mark Kramer, Vice President Sales and Marketing for Private
Label Executive Gifts of Campbell, California, promotional giveaways are
tools to entice people to come inside your trade show display. There are two
categories of gifts.
The first category is the inexpensive trade show giveaway under $2 that
drives traffic and excitement to your trade show booth. A good example is
candy. Branded Jelly Belly candies in a cellophane bag with your logo on it
costs about $1 a bag. If you are attending a consumer show and have your
kids with you, another popular item is a temporary tattoo with your logo on
it that kids can adhere to their skin but will easily wash off.
The second category is the gift that creates the opportunity for you to
gather detailed information about your trade show visitor. These are the
more expensive promotional gifts called the incentive product. This is a
quality item that usually ranges in price up to $25. The incentive gift
needs to be something of value.
In order to qualify for this trade show giveaway, people are required to
either spend time filling out a survey, watch a demonstration at your trade
show booth, or give feedback to help you with your market research. The
trade show booth visitor fills out a form that requires their company name,
address, website, amount they spend each year on products and services and
other relevant data you would like to know.
Only after they complete the form, do they get the gift. An example of
this type of incentive trade show giveaway can be a fine quality writing
instrument, a steel tape measure or ruler (ideal item for engineers), a key
fob (a good tie in at the auto show), etc.
The information you get from the completed surveys help your market
research team and adds to your database of customers. Once you learn the
basic needs of your visitors, your trade show booth staff can better tailor
their sales presentations, address the prospect s specific needs and improve
the closing rate on sales.
Kramer sites that the majority of exhibitors use some form of trade show
giveaways. According to the Promotional Products Association International s
2005 report, trade shows comprise 12.18% of the $18 billion a year
promotional marketing industry. Studies have found that trade shows offer
the ultimate targeted sales opportunity. Since trade show audiences are so
targeted and well defined, promotional giveaways succeed as a proven and
recognized source of new sales and return on investment for the trade show
exhibitor.
Kramer is an expert consultant on promotional marketing. He gives the
following tips on finding the right trade show booth gift:
1. Examine the purpose of the gift
Ask the question: What do I, as an exhibitor, want this promotional item
to produce at the trade show? Is my purpose at the trade show to reinforce
my brand or to make sales or both?
2. Know Your Demographics
Find out who comes to the show or group of trade shows. It is essential
to analyze the demographics of your trade show attendees in order to pick
the right promotional products. It is essential to get a grasp of the
demographics of the trade show attendee to determine the most appropriate
product.
3. Work with a promotional marketing consultant who can ask the key
questions.
Since there are over ¾ million products that can be imprinted
with your logo, it can be a daunting project. The consultant will steer you
away from selecting the wrong product and guide you to the most suitable
one.
4. Plan A Pre-Show Advance Incentive Mailing
One proven trade show exhibit traffic builder technique is to start with
a teaser.
Prior to the trade show, use part of your incentive trade show giveaway
as a pre-show mailer. An example of this type of incentive gift is the Swiss
Army Knife key chain fob. Mail the toothpick from the Swiss Army knife to
the list of your targeted attendees. Be sure to include your trade show
booth number and invite your selected list of attendees to drop by your
booth to pick up the remaining part of their gift. Make sure your product
has at least two easily separated parts and is lightweight enough for a
pre-show mailing.
By following the above recommendations, your incentive gift can be of
great value in stimulating traffic to your trade show booth. This holds true
no matter where you exhibit from the McCormick Convention Center in Chicago,
to the Kaiser Convention Center in Oakland, the Moscone Center in San
Francisco, the Las Vegas Convention Center, or the San Jose and Santa Clara
Convention Centers.
Remember, the next time you exhibit at a trade show, explore ways to
offer memorable promotional giveaways to your key visitors as a way to break
the ice, increase your sales, reinforce your brand, and engage your trade
show opportunities.
