People love free stuff! If you offer it, they will take it from your display without regard for actual need. After all, that is the origin of the word SWAG – Something We All Get.
Hitting your interaction goals means you must be strategic and targeted in distributing promo items. For the greatest success at tradeshows, you will likely need at least three levels of promotional items:
- The first is a low-cost item to be used as a simple way to disengage a visitor who does not need your product or solution. You can often give them this item as a “thank you for stopping by. ” Typical items are candy, low-cost pens, squeezy balls, or even a one-page brochure.
- The second and more effective way to use a promotional item is as a “reward.” The visitor gets the item if they are an existing customer or provide you with valuable information such as contact details or other aspects of their business that will allow you to contact them after the show.
- A third item typically kept out of sight is a more expensive ($30 – $50) gift for your best clients when they visit your exhibit. Would a million-dollar customer be impressed with a 50-cent pen? Let these irreplaceable clients know you appreciate their visit before they return to the tradeshow floor to meet with potential competitors.
What does a promotional item cost?
Apart from the price, the show location and size are significant factors in choosing an item. If the show is local, then factoring in the shipping cost is not much of a consideration. However, if it is a distant or international show, you may be able to work with your exhibit company to order and include promotional products with the exhibit shipping.
It would be best to consider whether the item is compact or light enough for a client to carry home. I have left some fantastic promo items in my hotel room because they would not fit my luggage or weighed too much.
Selecting the best promotional item
You may find that broader input amongst your team will develop a better product suggestion. When sharing your idea and budget for the promotional items, ensure that your selection meets your team’s broader consensus. You might also want to investigate and compare what competitors give away to ensure it is not the same product or of lesser perceived quality.
Being aware of show rules
While you can give away a water bottle, it cannot have water in it! You will find that most convention centres will not allow you to give away something they could sell themselves. The same is true with coffee mugs; you can give them a mug, but most shows will not allow you to serve coffee in your booth (unless you pay for it).
