You’ve poured hours into setting up a stunning trade show booth. Every detail, from the layout to the lighting, has been meticulously planned to ensure you stand out from the other exhibitors and maximise ROI.
The doors swing open and a sea of attendees flood in, buzzing with anticipation. Among the crowd is a particular type that stands out: the seasoned expo vulture.
Their goal is not to learn about your brand or network but to collect as many promotional products as they can.
They approach your stand and in the blink of an eye are gone with their prize – one of your promotional giveaways. Does this mean a genuine prospect will miss out?
This scenario is a common challenge for many exhibitors at expos and trade shows. How do you combat this? Read on to find out tips for getting your merch into the right hands.
Why do you want to avoid expo vultures?
- Lower ROI: Giving away merch to those with no interest in your goods or services dilutes the effectiveness of your marketing spend.
- Missed connections: Valuable opportunities to engage with interested attendees are lost when supplies run low due to expo vultures.
- Brand misalignment: Your brand may be misrepresented if your promotional items are used or seen by individuals outside of your target market.
- Reduced impact: You won’t get as many impressions of the right person if your branded giveaways end up in the wrong hands.
Strategies for combating expo vultures
Two sets of products with different requirements
To differentiate between prospects and non-prospects, you can offer two sets of products.
One set could be freely available to all attendees, while the other is only for qualified leads, requiring the completion of a form or questionnaire related to the exhibitor’s products or services.
Give them leftover merch from past events
Rather than letting leftover promotional merchandise go to waste, you can use it strategically to appease non-prospects.
Offering these leftover items as secondary giveaways can help prevent non-prospects from taking valuable promotional SWAG meant for prospects, while still leaving a positive impression on all attendees.
Engage your target audience before the event
Exhibitors can leverage pre-event communication channels to target their intended audience and incentivise them to visit their booth.
Offering a pre-event promotion where prospects can collect a gift of value upon visiting the booth not only primes them for engagement but also encourages them to prioritise the exhibitor’s booth during the event.
Gate your giveaway behind a game
Implementing interactive elements like a spin wheel can add an element of fun to the booth while ensuring targeted distribution of promotional merchandise.
Attendees can spin the wheel for a chance to win prizes, but only after engaging with the exhibitor’s products or services.
This gamified approach not only attracts attention but also encourages meaningful interactions with prospects.
No Lanyard, No Gift
Authentication measures, such as requiring attendees to wear event-provided lanyards or badges, can help exhibitors identify and prioritise their target audience.
By stipulating that only attendees wearing official event lanyards are eligible to receive promotional merchandise, exhibitors can ensure that giveaways are reserved for individuals actively participating in the trade show.
Summing Up
With these tips, you won’t have to worry about expo vultures anymore.
Your promotional items will end up with the people who really should have them. This means you get the most out of what you giveaway and your brand gets noticed in the right way.
Getting ready for your next trade show? Need some great ideas for giveaways? We can help make your items stand out.
You can get a quote from us online or tell us what you need today. Let’s make sure your promotional stuff gets the attention it deserves!
