We know they’re power, but when used correctly.

There are times that giving an imprinted item is inappropriate. There are times when the right item to put it on isn’t right. As a matter of fact, the industry never fails to amaze me with some tasteless or crude item someone comes up with to put an imprint on. There are also times when there is no time to imprint something.

As a rule, I’d suggest getting nice embroidered shirts for everyone working your booth for everyday of the show. As a tip, take them to the laundry for a washing and light starch, stored on a hanger. Keep the plastic on and they’ll look good when they come out of your suitcase.

Two more quick suggestions. Bring plenty of bottled water. It’s expensive at the show and is better than coffee for keeping you fresh all day. Secondly, don’t eat in your booth. Take a break, you deserve it. Find a way to get away, even for 5 minutes to eat.

Before you select a trade show giveaway, you need to select your strategy.

• I want my logo in everyone’s hand
• I want everyone wearing my logo
• I want people asking strangers where to get one
• I want people to take it home
• I want people to give it to their kids, who is your target customer
• I want to hand it out as a way to bring traffic into my booth
• I want to give it only to qualified prospects
• I want to reward customers who stop in
• I want to feed the masses, leaving them just with my literature
• I want to gather business cards through a prize contest drawing
• I want to maximize their time in my booth
• I want to set a feeling or mood associated with my product
• I want people to equate quality of my product through our giveaway
• I want something to match the theme of the show or location/city

A lot more complicated then you thought. I hope this list helps you focus on your message and pre trade show strategy. To help further, here are some suggestions.

• To get one in everyone’s hand, you have to have a budget to match and/or an inexpensive item. Most ad specialty reps can give you a large list of products by unit price. www.sales-guides.com.
• Wrist bands are the hottest item for people to wear. Temporary tattoos are trendy and inexpensive.
• Find an item that moves, flashes or makes noise and strangers will show up at your booth asking for one. www.successfulevents.org.
• You can have a trade show item inserted into every trade show bag that is handed out at the front door, or you can co-op the bag itself.
• Safe items like stress balls, air filled mini sports balls or even a glider plane are items people pick up to take home to the kids. Depending on your intended market, a good strategy. Remember cereal companies don’t advertise to the buyer, rather the consumer and need generator.
• I see a lot of people putting candy jars at the front of their booth. People slide by, grab and run. Find something large enough to be seen in your hand (avoid playing with it) and stand at the front aisle. When someone notices the item, offer them a fresh one from the bin in the back to draw them inside your booth.
• A great strategy is to have a secret stash of nice items. When someone spends time in your booth asking questions or listening to your sales pitch, thank them by handing them your giveaway. It is now a reward and sets a good business relationship for the future. www.sales-guides.com.
• Before the show, mail to existing customers a coupon to redeem a special item in your booth with your booth number on it. You’d be surprised how many of your best customers are at the show but don’t stop in because their head swung the other direction as they passed your booth, you looked swamped, or they felt they knew your product line and didn’t need to stop. We can always prove that theory wrong.
• Package a food item with your catalog. Please do not use staples which can be swallowed. While you’re at it, use a post it flag to mark your new product in the catalog. Tape imprinted mints to the catalog.
• The wire cage tumbling basket at the front of your booth is a signal to all that there is a drawing. Pick 3 nice gifts that you can mail to the winner and business cards will pour in.
• Using an interactive game like golf putting for prizes will get their attention. A big attention getter is the prize wheel. While they are waiting their turn, that’s your chance to sell, sell, sell.
• Most people overlook music. Be different and softly play music that you can talk over, buy gets the attention of those who walk by your booth looking at the floor. Also, light assemblies where the aisle meets your booth at the floor also catch the eye and can set a mood.
• You need a good budget. Inexpensive t-shirts aren’t going to cut it. Try a matchbox size car with your logo on a quality brand or known as fast to project fast service or high quality. Quality writing instruments are also desirable and stay with the customer.
• Every show has a theme or destination theme. In New Orleans, hand out beads, Las Vegas use a variety of gambling items, or California you can go Hollywood or “Left your heart in San Francisco”. You can even dress up your booth with wire structures from lamp posts, Eiffel Tower, casino looks and regal pillars from our extensive list of sets.
• Good luck here getting desired results. I’d suggest going to the bulk candy area at a local grocery store, or getting imprinted wrapped mints.

I hope this has been helpful for you to strategize your marketing campaign at your next trade show. One last tip, don’t lock away the left over giveaways after the show, use them for sales call gifts for your next visit to the customers who couldn’t attend the show.

Good luck, and bring comfortable shoes!