There are a gazillion promotional products on the market and it may seem like a daunting task to select the "right one"; make sure you get the highest ROI possible for your promotional item purchase by first defining your Target Audience and secondly, setting Goals and Objectives for your Trade Show Exhibiting and Marketing initiatives!
Before deciding on a “give-away” for your next show, spend some time answering the following questions:
WHAT ARE YOU LOOKING TO ACCOMPLISH BY GIVING AWAY A PROMOTIONAL ITEM?
When choosing your “give-away” item and “message” make sure you are accomplishing one or more of the following:
- Increasing your Memorability
- Communicating
- Motivating
- Promoting
- Increasing Recognition
HOW WILL YOU SELECT YOUR PROMOTIONAL ITEM?
Be sure to base your decision on your company’s stated objectives for the show.
"WHO" WILL BE RECEIVING THE PROMOTIONAL ITEM?
Consider having several levels of “give-aways” for different types of visitors;
- Key Customers
- Prospects
- General Passers By
DID YOU REMEMBER TO TIE THE PROMOTIONAL ITEM TO YOUR MARKETING THEME?
- Choose an item that naturally complements your marketing message
- When imprinting the message on the item, make sure that it ties into the marketing theme/campaign messaging as well
WHAT TYPE OF BUDGET HAVE YOU DECIDED ON?
- “Give-Aways” have a wide range of pricing that are based on many factors; such as
quality, quantity and special orders. Once you have an overall budget amount determined, then you can figure out what items fall into your budget range, based on the quantity you need!
- Keep in mind that you can always lower the individual unit price by ordering a higher quantity!
ARE ATTENDEES GOING TO BE "QUALIFIED" FIRST BEFORE RECEIVING THE PROMOTIONAL ITEM?
If you are just leaving items out for anyone to grab as they walk by, the value of the item is diminished and has NO memorability factor...
Consider one these qualifying strategies instead:
-- Reward the visitors that take the time to participate in a demonstration, presentation, or contest
-- Have visitors first give qualifying information about their specific needs by filling in a Lead Form with pre-printed questions & responses
-- Receive item after conversing with a company staff member about their specific needs
IS THIS PROMOTIONAL ITEM GOING TO DIRECTLY AID FUTURE SALES?
- Consider requiring the attendee to contact for a consultation after the show to receive the promotional item
- You can do this by handing them a coupon, gift certificate or business card
Linda Musgrove, the TradeShow Teacher helps companies improve their Trade Show Results through customized Trade Show Marketing Help; with programs for individuals, or entire departments and with the Trade Show Training Manual she authored, titled: Trade Show Training, for Increased Return On Investment. Visit http://www.tsteacher.com to register for the FREE Monthly Trade Show Tactics Newsletter!
