Trade Show Give Away Products

Mastering Trade Show Give Away Products

Mastering Trade Show Give Away Products

Trade Shows present an excellent Marketing opportunity - but only if they are properly planned and executed. There are different strategies available to make your trade show a hit. Here are our thoughts on making the maximum impact employing Promotional Give Away Products


9 Key Points for Trade Show Giveaways

Follow these steps below and you will greatly increase the effectiveness of your trade show:-

1/ Who is your audience?

2/ Set a goal

3/ Selecting appropriate products

4/ Message development

5/ Getting your budget right

6/ What to give and to who

7/ Pre-show activities

8/ Create an action

9/ Measuring your success


1/ Who is your audience?

Defining who your audience is for a trade show is vitally important. It is a very obvious point but without knowing who you are targetting it is difficult to develop a strategy that is effective. Get a pen and paper and write down who you are targetting. You may have different sets of targets (this is good!) - key high value prospects or leads then maybe lesser value but still important prospects. Developing distinct groups of prospects allows you to approach them strategically with your choice of Give Away Product.

2/ Set a goal

Each group that you are going to target will receive a Giveaway Product, get your pen and paper ready again! - write down what you wish to achieve with each product. For a premium prospect it may be: 'call us to make an appointment', for lesser value prospects: 'remember our brand name and have our contact details to hand'. Some good objectives for Trade Show products are:- reinforcing brand name/recognition, promoting a new product, getting across a message (such as 'call us'), communicating an incentive (such as 'orders in November get a 10% discount'), thanking prospects for their time at your stand , creating an obligation to purchase or creating an obligation to see one of your reps.


3/ Selecting appropriate products

The Promotional Product industry offers 100 000's of different items that can be branded with your logo. Selecting the correct promo items will be easier if you have defined your targets and goals (steps 1 and 2). A good Promotional Products Supplier should be brimming full of ideas of what product will work best for you. Promotion Products helps clients everyday selecting appropriate Trade Show Products. Make the product fit your message, market and prospects.

4/ Message Development

Selecting the right product is essential, developing the right message on the product is equally as important. Don't try to over-do this - stick to one message per item, Promotional Products work at their best when communicating a clear message or course of action.


5/ Getting your budget right

Trade Shows do not come cheap as you will know if you are planning one!. It is therefore essential that you draw out the maximum value possible from your spend.

It understandable that sometimes people opt for low cost giveaway products like Promotional Pens and often these can work quite well. It is however wrong to select giveaway products solely on price. Our advice is to look at the objectives you have set above and work out the value of achieving these goals, then set a budget for your Promotional Items. Remember the potential value of your targets, budget accordingly. Remember that the items you give away will be a direct statement about your company - cheap products essentially communicate cheapness, quality products convey a message of quality. Don't confuse 'cheap' and 'value'!.

A good client of our made an excellent point about budgets when it comes to giveaway products, in her own words - 'we need to strike a balance between too cheap and too over-the-top which implies our product is overpriced, and we are rolling in ill-gotten loot, which we are not!'. We couldn't agree more, our aim is to sell you the mosty effective product possible rather than the most expensive. Ongoing, effective and repeat promotional campaigns from our clients is our goal not one-off sales.

Our job is to help to steer you into making appropriate product choices, that's where our experience comes in. Each company is different, has different products, different customers and different promotional needs - we are glad to share our experience in making your product choices the most effective possible.

6/ What to give and to who and how many to get?!

Your different targets will receive different gifts. You will want to spend more time with your quality prospects - explaining your products or services in detail - maybe giving them a product demonstration - reward this with a good quality Corporate Gift (see a selection by clicking). Other prospects may give you their business card, reward this too with a mid priced giveaway such as a Mini Frisbee or something similar that you know will not get thrown away (apart from at the park time after time!). Lastly things like low cost confectionery are a good way to say 'thanks for stoping' see a selection of munchies here >>> Branded Confectionery.

It can be tricky to work our what quantities of these products you will require. One thing we have witnessed is the frustration of clients who have under-ordered and then been flooded by prospects and had nothing to give them - missing out on a valuable opportunity. Always remember that any extra giveaway products that you have can be used in general marketing or by reps on the road or at future trade shows. Ask the show organisers for visitor numbers from past shows to gauge how many you need.


7/ Pre-show activities

Effective companies see the actual trade show as one part of a larger process. For example, if you are promoting a new product at the trade show you may already have a list of prospects (customers currently buying your other products). If you let them know that you are launching a new product at the show and are hoping to show this to them at your booth the chances are they will stop by. You can pre-qualify clients by sending them a 'teaser' product. It could be a 3M Post It Notes. Ask them to bring the product along to the trade show for the second part of their gift. When they arrive at your stand and present the Post It Note you will already know which type of prospect you are dealing with (pre-qualification). After you have presented the new product give them the second part of their gift (like the note holder shown here). This is a great strategy for knowing who you are dealing with and therefore spending more time with them if needs be.

8/ Create an action

Sending out pre-show qualifying products, qualifies your prospects and allows you to spend your valuable trade show time most effectively. It is essential that there is a plan for how the prospects use the trade show product in the future. Is it just to reinforce brand name or or contact details?. Why not use the gift as a prompt to make the actual sale. You could give the client the gift and state that if they order within the next 30 days and mention the gift they will qualify for a discount.


9/ Measuring your success

Accountability is the one of the most powerful reasons to use trade show giveaway products. Marketers always seek to segment their prospects into identifiable groups, promo items allow you to target prospects on an individual basis and you can therefore track the effectiveness of these give aways. The existing client will redeemed their post it note for the post it note holder, take the note and staple their business card to it and put it in a pile of other redeemed ones. People who call you and mention the discount promised for mentioning the gift will also be trackable. Some giveaway products can also be coded for even more accountability.

Another popular way to increase the effectivness in gift giving is to call the prospect post show and ask if how useful it was to them, this reinforces that you have given a gift and will create an obligation upon them to, at the very least, give you some more of their time which will help you attain your goals.

We look forward to helping you further with your Trade Show Products

- call us on 1300 303 717, we are ready, willing and able to help!

We look forward to helping you further – The Promotion Products Team

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