How to Increase Trade Show Traffic With Trade Show Giveaways
While trade shows are extremely important networking events, they are also a chance for companies to market themselves, as well as their products and services, to potential clients. According to a study done by the Promotional Products Association International, trade show attendees had more favorable attitudes towards companies who had given them promotional products. Promotional giveaways serve as tangible reminders of companies represented at the show, long after the event has ended. Almost every company that attends a trade show chooses to give away some form of promotional product. While trade show giveaways can not guarantee that attendees will choose to do business with you, with the correct strategy they can create a positive image of your brand in recipients? eyes.
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Steps
- Determine a budget. Before you do anything, you need to know how much money you have to spend. Keep in mind that you don?t have to break the bank on your promotion, but attendees know cheap products when they see them.
- Choose a product. Look for a product that fits within your budget and will be useful to the attendees. The more useful the product, the less likely it is to be given away or discarded when the trade show is over. Items like travel tumblers, or tape measures are simple, inexpensive items that will be appreciated by attendees.
- Plan a pre-show mailing advertising your giveaway. Create a ?Redemption Certificate? post card and mail it out to attendees, telling them to redeem the card at your booth for a special giveaway.
Tips
- Contact the venue to gauge how many attendees will be at the show. Knowing how many people will be there will help you determine how much you have to buy. There?s nothing worse than having a great promotional item at a trade show and running out after an hour.
- According to the study done by PPAI, 78.2% more attendees responded to a mailing offering a promo giveaway, than a plain post card advertising the exhibitor?s booth.
- If purchasing promotional products online, look for industry certified professionals. Companies certified by the Advertising Specialties Institute (ASI) or the Promotional Products Association International (PPAI) specialize in promotional products and can help you find a product within your budget.
- If your budget allows, have 2 promotional giveaways. Choose something simple and cost effective like keychains or pens to leave out on the table. Keep the special giveaways promised with the post card out of sight. this willmake attendees feel like they truly are getting a gift.
Warnings
- Do not advertise to more attendees than you have promotional items. If your budget only allows for 250 mugs, don't send "Redemption Certificates" to 1,000 attendees. If an attendee takes the time to visit your booth because you've promised them a giveaway, they will be frustrated if you have run out of them.
- Make sure that your tradeshow giveaway lists your contact information. Trade show giveaways, above all else, are advertisements. The chances that trade show attendees will contact you after the show will increase if you have made it easy for them to do so.
Sources and Citations
- Trade Show Giveaways
- Motivators Promotional Products
- PPAI Trade Show Research
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