Skip to content

Effective Tradeshow Marketing

June 27, 2013

Promotional Products Turn Trade Shows into Experiences!

Promotional products have the power to drive tradeshow traffic. Make sure that you use promotional products – properly – as a way of providing a good example of the right way to use this powerful medium.

Smart marketers use promotional products at tradeshows. While the product or service you are selling at the show may or may not be of interest to the attendee at that moment — the impression the markerer is making lasts through the buying cycle and beyond! Independent research tells us that more than 70% of tradeshow attendees who receive a promotional product remember the name of the company that gave them the product. And more than 76% of those recipients have a favorable attitude toward the company that gave them the product.

Here’s even better news – just a little more planning before the event can increase tradeshow ROI exponentially!

Tradeshow marketing is experiential marketing. Most tradeshow exhibitors have designed a beautiful booth and hope that qualified attendees will find them. They need to target their best prospects and make them interested in participating in the experience the exhibitor is staging– and that starts far before the opening day of a show!

Identify the needs and interests of the target audience. Reach out to pre-registered attendees with targeted direct mail – include a personal invitation to visit the booth and include a creative, imprinted product that will pique the attendee’s interest.

One suggestion is to identify a promotional product that will motivate the recipient to take a particular action – in this case to visit the booth. Package the product properly for maximum impact, and then get it into the hands of the target audience well in advance of the show.

A research study conducted by Georgia Southern University examined the behavior of pre-registered show attendees. The attendees were divided into three groups. Group A received a postcard invitation to visit the exhibitor’s booth. Group B received an inexpensive promotional magnet imprinted with the exhibitor’s logo and an invite. Group C received a postcard offering a t-shirt for redeeming postcard at the exhibitor’s booth

Pre-show mailings with promotional products proved far more effective than mailings without. 78% more people responded with the t-shirt offer than the postcard alone. 57% more people responded to the magnet than the postcard alone. Clearly, including a promotional product with a pre-show mailing increases the likelihood of the attendee stopping by the booth to see the exhibitor’s product

As a general rule, promotional products of greater value generate more sales leads than products of lower value, but the promotional product doesn’t need to be expensive to be effective. While you determine the cost of the product, it is the recipient who determines the value – if the recipient finds the product useful, interesting or amusing – they will seek out and remember the offering.

Need more proof? Next time you’re in an airport look around – how many business travelers are wearing, holding or using promotional products? Clearly they have assigned a high value to the product – they have kept it and used it. Industry research tells us people keep promotional products for more than a year – and each time they use imprinted products they actively engage with the promoted brand!

The right promotional products are the HOOK that embeds the memory and maintains the experience. Don’t wait until the last minute and just grab some candy – tradeshow attendees aren’t trick-or-treaters – they are customers. Maximize tradeshow investment and strategically drive tradeshow traffic to the booth – you will not only increase the number and quality of show leads you generate, you will elevate your client’s brand by creating a powerful and positive brand experience.


From → Uncategorized

Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: