Promotional items can be the cherry on the top of a great trade show or event. They will extend the life of the event and keep your company top of mind. The problem is getting the promotional items in the right hands and to keep the trick or treaters at bay.
Trick or treaters are the people that walk around with their giant bag or rolling cart and grab three of everything “for their grand kids”. They are the people that walk up and try to take items off your table that are not even promotional items. They are the life sucks that can walk away with $5 – $15 of items and never say hello or be qualified as a lead.
So how do we get items into the right hands and keep the trick or treaters at bay? Here are my top 3 tips.
1.Promotional items should have a purpose.
You can read my 5 “W”s of Promotional Items here. I do not advocate giving items away just for the sake of keeping the masses happy.
2. Make a game out of giving the items away.
A person must complete a set of actions to get specific items. For instance, if you are giving a pen away, they have to write down one thing they have learned at the show and their contact information – with the pen. You can ask people to take comment, post, like, or tag on your social media profiles. You can ask them to sing a song – whatever works with your goals for the trade show will work here.
3. Do not set them on the table at the front of the booth.
This allows people to do drive-by. They walk over, grab the item, and keep right on walking. Make attendees work for your give aways. Even if you are going for the shot gun approach of trying to hit everyone, a small interaction will make the item and your company more memorable. I will often buy big bags of candy to place out for the people just walking by to grab items. This keeps people happy and allows me to interact with the people who want to talk with me.
Every part of your booth needs to help drive your shows goals forward – especially your promotional items. These are items that people are taking with them and will be used to remember your company. Do not let it be a grab and go process – work on having an interaction and creating a memory to go with the item.
I often take the time in December to plan out my next year, to see where I can improve and how I can push my events to the next level. I have been diving into various TED Talks lately and wanted to share the top 3 that inspired be for 2020.
What I Learned From 100 Days of Rejection by Jia Jiang
Trade shows 80% rejection, people walking by or saying no thank you. Learning how to accept that is a crucial part of the process.
Embrace the Remix by Kirby Ferguson
We rarely start from scratch with our trade show programs. We have Brand Guidelines, legacy materials, and past data that we can constantly remix into better ideas.
How Great Leaders Inspire Action by Simon Sinek
I find that after a long year, going back to Simon Sinek’s Golden Circle and focusing on the why is a great reset for my brain and creativity. We often focus so hard on the benefits and features of the products or services that we forget that people don’t buy those. They buy the why.
What are your favorite TED Talks or inspirational videos?
As this year draws to a close, I often use December to plan my next year. One of the questions that I ask is if I should exhibit or attend certain shows? Here is how I decide if I should exhibit or attend a show if I am on the fence?
If I have attended this show before I will also look back on my reports and notes to see what I thought at the time of the event and if I wanted to attend again.
Always make notes after you exhibit at or attend a show. This will help you remember what was happening and how you felt. A year can be a long time.
Most small businesses do not have the budget to purchase, furnish, and staff a 40 foot by 40 foot booth or larger. We are unable to provide snacks, a comfortable place to lounge, coffee, and tons of giveaways for attendees swag bags. The good news is you can compete with these larger booths and companies.
Here are a couple of hard truths about the big booths with all the free items.
They are lucky if 20% of the people that stop by are people who want their product and have decision making authority.
They have to close more or much larger deals to get to their break even point. More space and more giveaways means more money.
They are throwing all the spaghetti at the wall and seeing what sticks. They are sending out their brand everywhere and hoping to attract the right people.
So how do you compete with the big boys?
Here are some simple ways to ensure your booth and company stands out.
Have a clear goal for the show. Know who your target market is, how you’re going to reach them and how many you want to reach. You need to have laser focus. Qualify people quickly, engage those who you can help and politely move on those you cannot.
Make your booth interesting and inviting. Yes, a 10 x 10 space can be both of these things. Designs a booth that allows people to walk into your space and speak with you. Get them off the aisle and into your space. Have visuals that easily identify your company and why attendees should care. Give your target audience a reason (aka: value) to stop.
Use the press. Send out press releases to the press corps you know will be involved at this show. Put together a list of the industry publications and local news. Give them a reason to stop by your space – i.e. New or unusual product, the cause you are supporting, your why.
Smile and engage the people on the trade show floor. A smile and welcoming attitude will go a long way.
If you follow these simple steps you can compete with the giants at a show.
Now, the caveat is that these steps are simple but not easy.
You will have to put in the work to pick your goals, design your booth, write a press release, and engage with attendees. This will take time and effort but it will increase your return on investment for every show.
I always loved the movie Mary Poppins. I wanted her bag that could seemingly hold anything and you could pull out exactly what you needed. I have created my own version of this with my Trade Show Box. I want to share why I created this and my checklist.
Why you need one:
Trade Shows have a ton of unexpected twists. A roll of duct tape or twine can save your booth.
You can help your neighbors. I always try to make friends with the neighboring booths at a trade show. They can watch your booth if needed or help you in return. A few zip ties or duct tape can pay amazing dividends.
You know you have what you need, when you need it.
How to create one:
Start with a Large Tupperware box that can be sealed. Lids mean you can stack other items on the box and keep the elements out.
Create a checklist that can be customized for each trade show.
Check the box against your checklist before every show. This is crucial because items will get removed or depleted and you will want to make sure you restock.
Creating Your Checklist
Each trade show is unique in what you will need to bring but there is a set of items you should bring to everyone. Download the interactive checklist I have provided below to ensure you have a well stocked Trade Show Box.
When you have 200 – 300 other booths you are competing with for attendee attention, it can be disheartening. There is hope. Here are the three ways YOU as a small business owner can stand out at a trade show.
1. Be a Speaker
Being a speaker at a conference has very few downsides. You will be seen as an industry leader, trusted by the selection committee, and given a platform to sell yourself – without the sales pitch. Learn when speaker selection starts and submit your proposal early. Do NOT pitch your company or services until the last 3 minutes of your presentation. This should be limited to, here is what we do and here is the booth we are at if you want to chat more. Nothing turns attendees off more than an hour-long sales pitch on what your software can do for them.
2. Dress the Part
For a team of you, have branded attire such as shirts or name tags. If your booth has a theme, dress the part. I have seen people in full formal wear, others in hiking attire and more. One of the most memorable was a group that wore lime green suit coats. I still remember them and their product. If you do not have a theme you can dress too, then dress business casual is a good bet.
3. Be in the Moment
Engage with the attendees. A smile and asking how they are doing will stop most people. I will compliment jewelry, a fun scarf or other accessories to start a conversation. The group in the lime green suit coats, they were memorable because of the connection as well as the color.
Being in the moment means no phones or laptops unless they are used to collect leads. You have spent a lot of money on your show, use every minute you have and connect with as many people as possible. Remember that while not everyone is a lead now, everyone can be a lead or a referral later.
As a small business owner, you need to use your investment in the trade shows. Find a way to stand out and be memorable. This will help you to start a lasting relationship.
