Everybody Loves Free Stuff!!
  “Let your light shine. Shine within you so that it can shine on someone else. Let your light shine.”
- Oprah Winfrey


We cannot stress this subject enough- if you do not read your exhibitor's manual you will spend extra time, extra money, and needless hours of frustration on the show floor. If you are working with an exhibit house and they will not help you with your exhibitor's manual - you are working with the wrong house. On the other hand - when your exhibit house asks you for a copy of the manual, or your password to read it online and you are not willing to share that information - then you are at fault. It is that simple!

     Okay you have decided to give-away a promotional item – now be very selective and knowledgeable in your choices. Cool new toys, nifty tools, and clever oddities ALWAYS branded with companies' names and logos find their way into customers' bags at every type of show. They serve as a great reminder of your company's message and can be a "thank you" to your clients if you select judiciously and consider your audience. If you are not so cautious, they can be a waste of money.
     Keep in mind that Branding is the whole thing. The main reason that promo items exist is to prompt clients to remember your company,product and message. A logo, your name, and even a catchy slogan are all good to print onto your item. Just as important are contact details. If a client uses your tool at her desk everyday, make sure she can find your phone number and web site address so that when she finally decides to order your product or service she will know where to call.      Never hand out inferior items. If you hand out promos that break easily or don't perform what they are designed to do, what does that say to prospective clients about the quality of your company and its products? Be appropriate- be certain that you give away something your audience wants or needs. A feathered mask pin in New Orleans is cute for a minute – but what are they going to do with it two days later? You guessed it – throw it away before it ever gets home. If your audience throws or gives away your giveaway as soon as they leave, then you have thrown away your money.
     And remember – do not give it all awaybe careful that your booth staff is not handing out promos indiscriminately to everyone that walks past your booth. Promos are a great tool for prescreening and thanking prospects, but if everyone gets one you will waste most of your time wading through crowds of people that just want whatever cool goody you're giving away and have no interest in your product at all. Reward customers who listen to presentations, talk to reps, take surveys, or participate in a demo. It is also a good idea to have a special premium for VIPs and major customers.
        Why do you give promotional items and giveaways at your tradeshow? Are you in competition with other exhibitors for the longest line in front of your booth space? Do you want every show attendee to want one of your giant foam fingers? Or have you really even thought about this costly part of your show budget? Promo items are fun and people like them, but it is difficult to track how effective they are or how they impact your ROI. If you give away great stuffed bears – and they go directly home to the kids and the grandkids – never even seeing someone’s office – what have you accomplished? If you giveaway a desk clock/calculator without any branding on the item – will the prospective client remember to call you when their needs arise for your services even though they are looking at your clock everyday?
     Here are some ideas we have seen in the past few years that had incredible impacts.The T-shirt. First spend the time and money to have a fabulous T-shirt designed that much like a billboard shouts your company name. Then, offer them for free to anyone who will wear their T-shirt when you give it to them – right there on the show floor. At least if you are going to give away indiscriminately you can benefit from the show floor publicity. If they will not wear it then sell it to them for $10 or $15. Before you know it the entire show floor will be screaming your name– with hundreds of T-shirt billboards on everyone’s back. We saw this first at the Show Biz Expo in Los Angeles and we have helped clients do this since that time – and it has never failed. If your company is really flush you can change T-Shirts the next day and offer a new experience. Now, let’s say you go to a very serious – coat and tie show each year – well design a necktie that is WOW! And have everyone change their ties on thier show floor - for the ladies - they can be creative - wearing it as a tie, or a belt, or a headband. ladies they can be creative. Here’s another great idea – mail a key to a concise list of clients and prospects, using the show’s mailing list and narrowing down your list to true prospects. Ask each key recipient to stop by your booth to unlock a treasure chest, a door lock, or cases like the ones on Deal or No Deal. They might win $10 or $100 or $1000. You make the rules – you decide how much you are willing to giveaway – but now you have the real prospects in your exhibit space. It’s all about your return on investment (ROI).

     Attracting everyone at the show is a compliment of sorts – but it really does not bring the right clients to your doorstep. One last thought – at the end of the first day of the show invite a select list of clients and prospects to a cocktail hour right in your exhibit space. The show contractor provides bar service and appetizers. And if you don't wish to serve cocktails how about ice cream sundaes? You are limited because the show turns off the lights 30 minutes to an hour after the show ends – which keeps the budget down. And everyone remembers you – after all you were the last people they spoke with at the end of the show.
 
    Have you Guaranteed your Success after the Show?

     Prospective clients will meet with dozens of companies at any show. No matter how strong an impression you make on the floor, your effort is pointless if people cannot remember you after the show. After show follow-up is the weakest link for most exhibitors. If your goal is to make a lasting impact you must stay in touch with all viable leads after the show. There are many ways of making a lasting impression depending upon your budget and time allotment - it is always a good idea to put as much thought and planning into them as you can.
     Show marketing doesn't end when the booth is packed up and you're on the flight home. If everything has gone well, you will have masses of leads. These are valuable resources, and to make your show truly successful, follow up after the show is a must. Otherwise, you just spent masses of money to see your old clients. Most companies will have the sales team call the names they have collected, but keep in mind that during the weeks after the show customers will be receiving calls from numerous exhibitors. Strong follow up is integral to creating a successful trade show experience– they are not going to remember you without some prompting. Spending some time and effort can insure a rewarding investment with every show. Some suggestions in this regard in next month’s Showtime.