The Free Stuff at Trade Shows

All those goodies....just sitting there. You want them. You know you do.

I've been on both sides of the trade show booth.

On the attendee side, I've gone to home shows in search of the perfect contractor or newest home improvement idea. I've also attended work-related conferences looking for solutions to my professional crisis-at-the-moment. I admit - I love it when I can pick up some usable gizmos.

On the exhibitor side, part of my job as a marketing manager is to plan and execute exhibit space at industry trade shows, in order to drive more awareness and sales for my company.

I have to tell you, it makes me crazy when someone who doesn't give a crap about what I'm selling (usually kids and really, really, really old people) scoop up a big pile of the totally-cool items that I placed oh-so-carefully on the table for the REAL prospects...the decision-makers...the check-writers...the BUYERS!

So, these kids and really (I'm talkin' really) old people fill their grubby mitts with a loadful of any and everything they can, place them in their little bags and just keep on walkin' with a big ol' smile that says "SCORE!" Like it was Halloween, or something.

As a marketing manager, I plan, budget, choose and purchase those "gizmos" as part of the whole trade show exhibit experience for the people that I am trying to attract. People who I want to attract to my business - to BUY.

It's the name of the game. I need to choose and spend wisely.

Promotional Products - Key to Trade Show Marketing

Promotional products, also known as advertising specialty items, giveaways, chotchkeys, trinkets and trash, can be a great way to build awareness for your product or service, and help drive traffic that will ultimately drive sales.

If you think it really doesn't matter what type of giveaway you pick, then, think again.

Choosing the Right Item to Give Away

There are hundreds and hundreds of items to choose from. The costs will range, starting at about 15¢ per piece, all the way up to $100 and more per piece.

The variables? Quantity and artwork.

Quantity. There are usually volume discounts. Depending on the supplier and the item. Price breaks are usually in quantities of 250, 500, 1,000, 1,500, etc.

Artwork. If your logo is a simple, only one color (black or white) ink, this will be the least expensive. If your logo is chartreuse, with black outline, and a custom only-you-have-this-color-blue filling the inside of the text, then, this'll cost you.

When you are looking through catalog pages or web pages, trying to decide what to get, keep these factors in mind:

1. Budget - how many, and how much. Plan how many pieces you'll need over the course of 6 to 12 months. Will you be exhibiting at 2, 3 or 5 shows this year? Do you want to keep some on hand for mailers, or when you run into people on a day to day basis? Next, have an idea of how much money per piece you want to spend. Example: you just signed up to exhibit at a local trade show, and last year's attendance was about 2,000. You might want to take advantage of volume discounts and order 3,000, but plan to take only about 1,500 pieces to this show. The cost difference between a 30¢ keychain and a $5.00 hat, when you're thinking about 3,000 pieces, well...you do the math.
2. Know your intended audience. Who do you want to attract to purchase from your business? Building contractors, students, chefs, human resources managers, homeowners, landscape architects....etc.?? Example: building contractors do their work, physical work - outside. They would probably love a cool looking hat, or maybe a carpenter's pencil, a tape measure, or a tool box. Students would probably like a canvas bag, or a padfolio, pen, or mechanical pencil.
3. Relevance to your product/service. The item you choose should reflect the type of business you are in. Example: if you are a real estate agent, you don't need to give away hats. Probably notepads, pens or a keychain would be best. If your business is strictly online, a cool-looking mousepad, or a mini-CD with screen savers would reflect who you are and what you do.
4. Quality. If it breaks after the third time someone uses it, it is worthless...it will end up in the trashcan...and you just spent all that money.

Here's an idea: Order large sized plastic bags with your logo/name/info on the outside. Depending on your artwork, this can be a fairly inexpensive item. Hang it on a bag rack in your booth. People always need bags to carry literature and all the giveaways they pick up at shows. Entice them want to carry your bag around - promoting your business around the show.

Another tip: Don't pick what you think is cool. Pick what your intended audience will think is cool. You want them to use it...keep it...love it...remember you!

You've Picked an Item. Now What?

1. Build your brand. Remember that whatever you plan to give away, it represents you, your company, and your brand. Your image. Make sure your brand artwork will reproduce nicely on the item - no distortions. Example: putting a logo on the barrel of a pen can be tricky. If you plan to order a high quantity, ask for a "pre-production" sample. The vendor should be able to give you an exact replica of the pen with your logo. You can see exactly how it will look before you commit to thousands and thousands!
2. Drive traffic - somewhere! Depending on your business, you want people to call, stop by, or go to your website. Keep it short and simple. Example: back to the barrel of the pen, there is not much room for a logo, company name, phone number and website. Keep the info to exactly how you want people to contact you, such as a logo and website. Don't try to put a whole commercial on a little item!
3. Manage how you give things away. You've just spent all this time and money figuring out the best approach for your giveaways. Now you need to think about how to give them away. There are a few ways to go: a) you can just put them on the table and let anyone walking by pick up all they want, b) you can be a little more judicious...qualify the person, talk to them - see if they are a viable prospect, and then give them a gift, or 3) a combination of both. Example: you chose to purchase an inexpensive item, let's say, a pen that you leave on the table. You can also purchase a higher end item, such as a coffee mug, and keep it hidden until you have determined that this person is a good prospect for you. You can bring it out and present it to your new prospect as the special gift that it is. Helps to build your relationship. You're spending about 35¢ per pen versus $3.00 for each coffee mug.

How to find a promotional products supplier near you. Contact the Advertising Specialty Institute (ASI). Most reputable companies are a member of this trade organization.

Remember, a giveaway item with your name, phone number, or website will only work if your potential prospect will use it. A calendar is good if they will hang it up, a mug is good if they will drink coffee from it, a pen is good if they will write with it... and so on...

Good luck!