The Proper Distribution of Promotional Materials at Trade Shows

Posted January 13th, 2012 by in Marketing

We have all received a pen or a chip clip from a trade show that we initially think is somewhat appealing, but quickly learn that we soon forget the name of the company or brand on the item and use the item anyways. According to Incomm Center for Trade Show Research and Sales Training, trade show attendees are 52% more likely to stop by your exhibit if you have some appealing promotional items to give them. Like many businesses, we cannot disagree with this statement. We not only want to give the customer or potential customer something that they want and can hopefully use, but also something that they will remember the company name. We feel it is how you distribute your promotional item that can increase or decrease its effectiveness, and hopefully make it more likely that your brand will be remembered. First of all, to avoid reducing the value of your “gift” to show attendees, do not just stack them on a table for just anyone to take. Rather, personally and selectively hand out your giveaways to the visitors who are representing potential clients. This way your brand and company will be more memorable to the visitors and hopefully encourage potential clients. Secondly, if you want to use a giveaway, have the potential client fill out a lead form BEFORE offering the giveaway. This will quantify prospects and assist with your follow-up efforts. Finally, make sure you thank the customer or potential customer for stopping by your both. By simply handing the customer an item and saying thank you, you will be more likely to be remembered. A personal touch is all you need to make giving away promotional items a business success!

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