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Don’t Provide Promotional Advertising At Trade Shows!
By j gallagher
Don’t Provide Promotional Advertising at Trade Shows!
Recently I have been listening to many companies who tell me they are cutting back advertising and I encourage that when there is relatively no thought process involved in the choosing of effective promotional advertising products they will provide to attendees at tradeshows. Save your company’s advertising budget if you are not going to provide any logo printed promotional product of value. Keep in mind that value and cost of promotional items are two different variables.
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When I spoke with a company that manufacturer’s multi-million dollar carpet looming machinery, I found out that they were handing out .59 cent pens and chocolate at events. What relationship do these items have to their products and services? Why equate .59 cent pens to their multi-million dollar machinery? Since their potential customer base was extremely finite, I recommended that they pre-mail to each buyer an embroidered garment bag with a note telling them they were so anxious to meet with them, they wanted to help them pack. At the show, they should provide a braided steel engraved pen (reflecting the type of massive steel machinery they manufacturer), in which to sign purchasing documents. And after the event as a follow –up, send them a watch thanking them for their time.
Obviously, most companies do not provide products or services like this. Businesses should provide a well thought out custom promotional product of value to the recipient such as an inexpensive debossed leather coaster that the recipient will gain much use from on their office desk thus creating a top-of-mind presence for months to come. A promotional consultant can and should explore the marketing venue and the company’s products and services to recommend custom printed promotional products that will provide potentially long term advertising, given the budget requirements and potential attendees.


Promotional Products Increase Tradeshow Traffic Inform Remind Persuade
Percent Of Recipients That Remembered the company name
• 71.6% of tradeshow attendees who received a promotional

product remembered the name of the company that gave them the product.
• 76.3% of attendees had a favorable attitude toward the company that game them the product.
• Including a promotional product with a pre-show mailing increases the likelihood of an attendee stopping by the booth.
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As a rule, promotional products of greater value generate more sales leads than products of lower value.***
Recall:
76.1% of respondents could recall the advertiser’s name on the product they had received in the past 12 months. In comparison,
only 53.3% of the same group could recall the name of a single advertiser they had seen in a magazine or newspaper in the past week.*
Repeated Exposure
Most people keep their promotional products for more than a year.
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Why Keep Promotional
Products For So Long?
• 75.4% found the item useful.
• 20.2% thought the item was attractive.
• 1% refer to the item for information.
• 3.3% other*
Remember, Trade Shows are collective gatherings of buyers and sellers and should be considered as Marketing Campaigns.
Create a reason for an attendee to enter your booth with the proper booth and product display. After you qualify these potential clients, reward their time with a custom promotional product of value so that they will continue remember your company, its products and services long after the event has ended. Keep in mind that you are also competing with other companies offering promotional items supposedly for the same reason.
* Source: 2004 study of business travelers at DFW Airport, conducted by L.J. Market Research
*** Source: 2004 study titled The Effectiveness Of Promotional Products In Tradeshow Settings conducted
by Georgia Southern University
John Gallagher, CAS, is a promotional product consultant and distributor for the Promo Shop, Ltd., has helped businesses with trade show attendance and marketing through tradeshow promotions.
John Gallagher, CAS, promotional product consultant and distributor for The Promo Shop, ltd has helped businesses with identity and trade show attendance and marketing through www.thepromoshop.com/store/tradeshow-promos/”>trade show promotions since 1997.

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