Trade shows offer a spectacular opportunity to get your business and message out into the public conscience. These events give you an incredibly personal way to interact with heavy users of your product category as well as influential voices within your industry. Having a promotional product giveaway at one of these trade shows is an even better way to capitalize on the attention you will already be receiving at the event. However, not all giveaways are created equal, and a poorly executed giveaway could be a waste of your marketing budget. There are a few simple things you can do before announcing your giveaway that are sure to generate the success and return on investment you are seeking.
Like any other sort of promotional spending, you want to make sure that whatever you are investing money in will have a tangible and measurable return on investment, whether in terms of company awareness, leads or actual sales. Fortunately, giveaways can be some of the cheapest promotional activities when compared with other marketing activities like traditional advertising. However, giveaways also represent a very special challenge when it comes to quality perceptions of your company. You don’t want to offer a giveaway item that is cheap as a way to save money. Even if the item is a fully functioning and quality prize, your audience will develop the perception that your company is cheap because you did not offer a more expensive item to give away. Further, you don’t want to give away a big-ticket item so expensive that the number of customer actions necessary to receive a return on investment is unrealistic.
As with any promotional activity, you will want to define who you are trying to reach with your giveaway as early as possible in order to tailor the event to them. You also want to make sure that whatever item you decide to give away is both relevant to what your company does and something your audience would actually want. So, for example, if you are a plumbing company giving away the brand-new iPhone at a trade show, you will definitely attract a huge audience who want the phone, but as soon as the giveaway is over, nothing about a new iPhone is going to make your audience remember your company or why they should become your customers. Vice versa, if you are giving away free plumbing parts, you aren’t going to attract a very big audience, no matter how closely related to your business these items are.
Goals and Measurement
Probably the most important piece of the tradeshow giveaway puzzle is identifying the specific goals you are trying to meet with this giveaway and the related ways that you will track these goals. You can’t begin to track and measure success if you haven’t defined what success looks like. Your goals might be to create greater awareness of your company within your desired audience and generate more leads for your products, or your goals could simply be direct sales. Whatever your goals are, you need tools both at the event and beyond that will track these metrics. These tools could be things like social media, web analytics, business reviews or a noticeable incremental sales lift after the giveaway.
As we said earlier, a trade show giveaway can be a truly valuable promotional tool and one that can provide an amazing return on investment if executed properly. If you are able to keep these three tips in mind when planning your next one, you are sure to see the success of your giveaway reflected in the increasing success of your business – and will gain a reputation for having the best trade show giveaways around. For all other trade show and promotional materials needs, TradeShowPlus, Inc. has your back.
Trade shows can be a great way to gain traction for your business. Whether you’re just starting out or are well established, there are many opportunities available at industry shows. Having a noteworthy presence is critical for a successful show, and the booth you choose is a large part of that presence.
There is a wide range of choices in trade show booths, and knowing the different types of booths that are available will help you narrow your options and choose what best suits your business and goals. The majority of marketers worldwide use one of six types of trade show booths, each of which is described below. As you read about each type, consider these points:
Panel trade show booths consist of several panels linked together to form an enclosure or solid looking wall. Smaller panels can also be used as tabletop displays; larger sized panels can serve as the back wall of your booth.
Exhibitors who need to transport large booths from site to site often choose a modified type of panel booth known as panel and frame. These booths are more labor-intensive as they must be assembled.
Made of accordion-style panels, these booths are easy to set up and take down in that they simply unfold. Concealed hinges increase panel strength. Panel surfaces can be customized to suit your preferences.
Trade show booths with fabric images that can be stretched across a frame are known as tension fabric booths. These displays are often used as the back wall for trade show booths but can also be created in custom shapes for various purposes. Lightweight frames of aluminum or steel are preferred. Frame construction and methods of applying this tension vary.
One style uses base plates that hold upright posts. At the top of each set of posts is a cross beam for attaching the fabric. Fabric used in this type of assembly often has a pocket at the top so that the cross beam can be threaded through the pocket. Fabric ties fasten the fabric to the side posts.
Another style involves silicone edge graphics, or “SEG.” A thin strip of silicone stitched to the fabric’s edges enables the fabric to be inserted into framing grooves. When the fabric is stretched inside its frame, the graphic appears to be a giant photograph that does not reflect light. This makes your booth appear warm and welcoming. Installing SEG graphics is simple, and takedown is easy. This type of booth requires little storage space and costs less to ship than most other styles.
Banner stands are a very popular display option and are available in many shapes and sizes. Banner stands are usually made up of a banner and one or two poles. Banner graphics might display a single message, or you can create a collage of banner stands to highlight various points of your marketing campaign. Most banner stands are retractable, making it easy to transport and ship them.
Just like the name sounds, a pop-up display “jumps up” from its resting position to full size, either by a pulling motion or by fully opening the storage case. This pop can be compared to setting up movie screens or turning the pages of a children’s pop-up book.
Although a rectangular frame shape is most common, pop-ups can be customized to fit the needs of the exhibitor. Some pop-up frames are curved; others are triangular. Individual pop-ups can be combined to form walls or a series of interior displays.
Pop-up displays are simple to set up and take down and are made of lightweight materials that fit into their own carrying cases. The cases, usually made of sturdy plastic, are easy to transport, wherever your next trade show may be.
The most prominent trade show booths usually utilize a truss design. Exhibitors preparing large indoor booths prefer truss design because it is durable and has interchangeable parts. The shape of a truss design booth can be reconfigured to fit into almost any space. Truss kits usually include all parts and do not require tools for assembly.
Exhibitors have a choice of steel, aluminum or plastic framework for their truss designs. Plastic is the least expensive. However, trusses of aluminum or steel are recommended for outdoor displays. Indoors, a plastic framework is a great option to support decorations or lightweight graphics. However, for shelving or holding heavy items, metal trusses are best. To make the biggest impact, you’ll want to choose a truss design booth.
Hybrid trade show booths combine building materials and incorporate various shapes and styles to create a modern looking exhibition. For example, one exhibitor might create the booth’s back wall from panels with aluminum framing and tension fabric. For special effects, the exhibitor then chooses banner stands and pop ups for the booth’s sides and adds a freestanding metal truss arch with lights as an entryway. The endless variety of ways to construct a hybrid booth gives every exhibitor the ability to create a trade show booth that is effective, affordable and memorable.
If you’d like to get started on creating a trade show booth for your business, check out the options offered by TradeShowPlus.com or call 800-419-3561. We’ve got all types of trade show booths with the features you need, and we look forward to hearing from you!
You might go to the same trade show every year, but there’s no reason each visit can’t be more beneficial for your business than the last. For your trade show to be a success, you have to set objectives that are quantifiable. Goals help you focus the way you design, participate and implement your exhibit. It ensures that you gain a return on your investment and maximizes your brand’s exposure.
With so many items to ship before a trade show, it can be challenging to complete everything in time. Exhibitors often have in-booth advertising, brochures, booth linens and swag to ship to the trade show. To make sure that everything arrives in time, start planning the logistics of your trade show in advance. Meticulous management is necessary to make sure that all of the display components arrive on time for the start of the show.
As you plan out your next trade show, keep in mind some of the giveaways that you plan on using. While company-labeled pens and business cards have been the standard offering for decades, there are alternatives that you can use. Unique trade show giveaways help to promote your company and generate leads. If the item has a high value, attendees are more likely to keep the item and see your business’s name or phone number regularly. When designed correctly, giveaways can boost your brand awareness, increase leads and educate customers about the business.
If you’ve followed along with our trade show planning infographic or ultimate trade show planning guide, you already have a great idea of the trade show planning process and when you should be tackling each step. It’s easier to keep track of your steps and collaborate with your fellow planners, though, when you have a physical list to reference.
In the age of digital trade show marketing, industry conventions have to use new technology to get the attention of attendees. More importantly, technology makes it easier to generate leads, develop customer relationships and boost the company’s visibility. With the right techniques, businesses can prepare for a profitable trade show.
Trade shows are the ultimate time to showcase what your business has to offer and attract new leads. Unfortunately, the amount of effort it takes to put on an exhibition often leaves a large carbon footprint. When you decide to minimize trade show waste by going digital, not only do you show consumers that you care about the environment; you also streamline the process of accruing new business. Read on to find more benefits of going paperless.
Each year, companies have a limited amount of time and money that they can spend on trade shows. By calculating ROI metrics for each trade show, businesses can figure out the events that bring them the best return on their investment. While many companies target larger events, small trade shows can be excellent opportunities for finding new customers. The main goal is to look for the number of leads, connections and customers that come from a specific event. Afterward, companies can calculate the amount that each lead or sale cost them to obtain.
Planning a trade show demands serious organizing chops. There are numerous marketing and logistical processes to undertake, most with multiple steps, and many occur at the same time. How confident are you that your resources and people can be put into lock-step to determine your goals and achieve them during and after a show?
No matter your level of experience running shows, seeing the big picture from the start can be a huge help. In fact, we consider it an essential factor for running a show that provides a clear Return On Investment. Follow along with the companion piece to our Ultimate Trade Show Planning Timeline infographic and make your next show the best yet!