Tradeshow Promotional Items Planner
Tradeshow promotional items or SWAG as they are often called is
BIG business of course if you are the company which makes the items
for tradeshow promotion.
Most of the time companies plan for shows and spend cycles thinking
about which items are tbe 'coolest' or 'most leading edge' but most
don't spend the time to discover how an item can fit into a company
brand or show plan.
Follow some of these simple guidelines for selecting tradeshow
promotional items and your will get better show results.
Why would we select a certain item for our show?
This is usually the most in-depth a tradeshow marketing manager
will go in assessing how these items will work for you.
But I don't think the why question is good enough.
Last show I went to in Seattle in 2004 had 85 exhibitors. As an
experiment, I counted how many had pens as their main tradeshow
promotional item. Can you quess?
I picked up 22 pens. All were very nice. No one objected to me
just walking up and picking up a pen . . . and I kept on walking!
So two observations. 1: The pen didn't keep me in the booth. 2:
There is nothing different in one pen from the other. Marketing
sameness! (BTW, that's a bad thing!)
I found some great online sources for unique trade show marketing
ideas. Some are crazy - some are top quality.
Click here to take a look for tradeshow
Ask these 5 killer questions of yourself and your promotional company
to ensure you are getting the best return on your show budget.
- How will this item support our show goal and measurable return?
- How much of my overall show budget is going towards this item?
- Is this item different from what my competitor offered at the
last show? Better than?
- What else could I do with this money to support the measurable
goals? Review them and consider alternatives.
- Who would notice if I didn't have this in the booth?
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