The Trade Show Advantage
Getting the best bang for your buck
Are trade shows worth it?
In a word, YES! No other marketing venue delivers what a well-run trade show can: a constant stream of potential buyers who are not only interested in what you have to sell, but also have the power, resources and authority to make buying decisions.
Think of what all your sales efforts are geared toward: creating and maintaining customers. And consider the mounting expense of personal sales calls — especially when travel is involved. Suddenly trade shows sound very cost-effective. Doesn’t it make sense to be where hundreds—or thousands—of potential and current customers will be?
A good trade show experience can open more doors in just a weekend than a traveling sales force can in a whole year.
Getting the most out of every show
On the down side, trade shows can be expensive and time consuming. In today’s business climate, it is imperative that you get the most out of every show.
IdeaBank Marketing can help! We can develop pre-show direct mail pieces that generate interest in your product or service before the show even starts. Exciting, attention-getting booth design can draw even more customers to your display, where you can capture and keep their interest with appropriate product literature and effective, memorable give-away items.
Don’t say “no” to trade shows just because of the time, effort and expense. The potential benefits are enormous — and remember that even if you don’t go, your competitors will.
The Giveway Game
What’s the best item to give away at trade shows? It varies, of course, but the ideal trade show giveaway should be..
- Memorable,
- Relevant, and
- A good value.
A memorable item won’t be thrown away during or immediately after the show. To be memorable, your giveway should be either unique or useful. An example of a unique item is the first “stress balloon”: it was new and cool, and everyone kept theirs — but now they are passé. A functional item, like a letter opener or coffee mug, reinforces your message whenever the item is used, or better yet, stays on top of the desk.
A relevant item has a natural tie-in to your product or service. Like a tape measure for a construction company, or a calculator for a tax preparer. Your customer then sees your logo at the exact point they are thinking about your product or service — which strengthens their awareness of what you have to offer.
To be a good value, your item must deliver advertising and awareness in proportion to its expense. It’s much better to have a $2 item that customers will keep than a 35-cent throwaway. And more expensive isn’t always better — many $5-$10 items end up in the trash.
