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Trade Show Promotion Case Study

Events, conferences and trade shows cost a lot of money. Clever companies seek to maximise the return on their investment. To do this they spend more money on ways which make people remember the message they are communicating.

Most companies attending trade shows waste a lot of money. A blind sense of “we’ve got to be there” usually prevails. Organisation and reinforcement of your promotional message must be your priority when organising your trade show. An existing client has an upcoming tradeshow and calls asking if we can help make the substantial spend be as effective as possible.

Three steps should be considered to make your trade show a success:-

1/ Visit Us. Draw up a list of people you know will be attending the show and who you want to target, write them a letter letting them know why it is essential that they seek out and visit your stand. Reinforce this message with a mailable Promotional Product like a mousemat, a seedstick or collapsible phone stand.

2/ Reinforcement of message at show. The prospect has arrived at your stand, you’ve told them all about your company and they like what they hear. Don’t let them walk away and forget all about it. Give them something like a notepad printed with your details (to take notes on during the show), or a low cost calico bag with your logo (to collect other material that interests them). Now is the time to organise the third and most important step – follow up. Ask them when it would suit them most to see your representative after the show.

3/ Follow Up. The show has been and gone, now is the time to visit the top prospects from your list. This a great time to acknowledge their interest in your company and reinforce that you are great people to do business with. Invest in a thank-you gift, it has cost hundreds of dollars to get this good prospect, it costs lots of money every time your rep opens his car door, don’t be frugal now! A good quality gift says thank you whilst further promoting your company.

Promotional Product Lesson – plan your tradeshow with military detail. Use Promotional Products as part of a structured plan to build interest in your company and it’s products, to reinforce your key message or presence during the show and to incentivate and thank top prospects.