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Trade Show Traffic Jam, Anyone?

Trade Show Traffic Jam, Anyone? published on No Comments on Trade Show Traffic Jam, Anyone?


You’ve paid for space at a trade show, you’ve paid to create your booth, you’ve booked travel and lodging for your representatives, but now what? You need to draw traffic to your exhibit so you can one-on-one promote your business, your products, your services, ad nauseam, right?

Alas, if you build it, they may not come.

So maybe you buy ad space in the appropriate industry publications…or maybe you send out some “come see us!” flat mailer…or maybe you host an “invitation-only” hospitality suite…or maybe you have your sales reps place personal calls to your current and prospective customers.

Fine. But in all of those examples, you’re competing against the noise of your competitors. What’s more, where’s the tangible offer? Where’s the free gift? Where’s the enticement that promises more than just the opportunity to hear your sales pitch and, you hope, buy your stuff?

If you’re B2B, then you most probably have attended and even exhibited at shows. You also know how show attendees are. They’re looking for give-aways they can collect in their show bags, and the more unusual or higher-perceived-value of the gimmes, the better. In fact, great promo items often become the talk of show.

“Where’d you get that?!?” they are asked. “How cool!”

Sadly, though, too many exhibitors just hand out those freebies like candy. Even worse, they don’t exploit them with any substantive or memorable pre-show promotion.

And then there are exhibitors who go cheap cheap cheap and ho-hum.

A pen is a pen is a pen, for example. It’s a so-what. No big deal. No memorability. No sense of unique value. No real keepability. Ergo, no talk of the show.

But more to the point, too many trade show exhibitors don’t take advantage of the power of pre-show dimensional marketing to generate traffic at the show.

One dimensional marketing idea that’s worked time and time again is what we might call the 1-2 punch. You send your prime targets just part of a gift, and tell them to bring that part (and letter) to your booth to get the remaining part.

Let’s say your offer is a “perceived high-end” LED flashlight. You mail out the bulb enclosure top of the flashlight, telling the prospect that he/she can get the rest of the gift by coming to your exhibit.

That’s just one example of a trade show traffic builder. But it can be highly effective in pulling targets to your booth. Plus, it eliminates the cost of accommodating trade show give-aways collectors. No part and letter? Sorry, no gift. (Well, O.K., maybe. That’ll be up to your exhibit’s personnel, if you know what I mean).

Lots more to it, of course, and lots more options and alternatives and approaches.

But ask yourself: Which would most likely pull you to a trade show exhibitor’s booth – the chance to learn more about some new whizz-bang…or the offer of a valuable free gift?

And as an exhibitor, which would you prefer: a traffic jam or a nap?

How Fast Can I Get Imprinted Promotional Products?

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When I answer the phone and hear a panicked voice ask, “How fast can I get an imprinted…?” I generally ask, “How much are you willing to pay?”

If you have unlimited funds, we may be able to perform a miracle. However, that would require finding a factory willing to stop production to run your job. Your package would need to be delivered to an airport with a flight leaving immediately for your city, then directly picked up at the destination airport and delivered to you. The final cost is something most companies could never justify or afford to pay.

Many people mistakenly think branded products are printed locally and therefore can be picked up the same day or following day. There are thousands of factories throughout the country, most of them specializing in certain product lines. A factory may or may not be located in your city. Additionally some imprinting processes take longer to cure and dry, such as ceramics, making a rush job impossible.

So getting back to that question, the normal scenario is a 24-hour rush. We could order your item by midnight EST and it will ship the next day, overnight priority AM delivery. Bottom line, if you order it Monday evening, you would get it Wednesday morning. If you are lucky enough to live in the same city as the factory, you possibly could get it on Tuesday evening, but don’t count on it. You may or may not incur a rush charge for the product but you will pay a pretty penny for overnight shipping.

Generally, our game plan is to locate the closest factory that can ship within 24 hours. If the factory is close enough, we can ship ground arriving to your office in one or two days. Our priority is to make your event without incurring any additional rush fees. The downside is that we will be limited to only the products produced by that particular factory.

I always say promotional products are not a priority until, well, Oh My God! They are. Someone suddenly realizes they forgot to order the “swag” needed for their upcoming event this weekend.

Bottom line, a rushed order may mean higher cost and less creativity. If you want solutions, not just stuff, give us time to research and select the right item that will resonate with your audience for the best price. It is best to start the process 3-4 weeks before your event. If you need a high quantity of 1000 or more, you probably should start 6-8 weeks prior to your event.

Strategic Trade Show Campaign Resulting in a Measurable Sales Increase!

Strategic Trade Show Campaign Resulting in a Measurable Sales Increase! published on No Comments on Strategic Trade Show Campaign Resulting in a Measurable Sales Increase!

Objective: To Reinforce Logo Identity and be a Regional Leader

The objective was to to reinforce logo identity and to position their company as a knowledgeable, regional leader in the their industry.

Strategy:  A Strategic Trade Show Campaign before and during the show

Taking advantage of the Business and Industry Expo, they used an extensive array of promotional products before and during the trade show.  Before the expo, post cards served as invitations to the booth, and expo “To Do Lists” with Bic pens were distributed to other exhibitors.

A live costumed elephant character representing their brand waved outside on the main road, generating curiosity and eventually drawing attendees to the booth. Booth visitors received a wide variety of gifts: temporary tattoos, Post-it Note dispensers, T-shirts, candy jars, tote bags, and pewter elephants, to name a few.

Results:  252% Increase in Sales from Previous Year

For the two months following the trade show, sales for the client increased 252 percent over the same period for the previous year.

 

Amazing Advertising Cube…a Magical and Emotional Branding Experience

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Prestige Promotions Advertising Cube

It’s the Amazing Advertising Cube!  The Advertising Cube is a timeless and innovative promotional product tool for desk-top advertising and branding.

 

You immediately involve your audience with a 3D dimensional interactive story board because the cube unfolds in addictive ways to reveal a 9 to 12 custom graphics puzzle.  It engages the sense of touch as well as extremely amazing graphics for the eyes.

PrestigePrestige  Promotions QR Code Usage

Add a QR code and you can QR your cube to video… click on this link to see how…

 

Great for direct marketing, product launch, trade shows, introduce your new office location, use it for business presentations, educational tools, the list is endless!