And while they might not have screaming bells and whistles, bags and notebooks can often accommodate other promotional products, a quality which contributes to their effectiveness. Many items in Journalbooks/Timeplanner Calendars’ selection have pen loops to serve as a holding ground for yet another mainstay: the writing instrument. Also, O’Boyle noted, the company can customize journals with pockets to capture handouts and even USB drives. Other examples Wiltey mentioned were “side pockets to carry pens, business cards or even a bottle of water, and [totes] are strong enough to carry all the catalogs you can pick up during a show.” For show-goers, since everything is pretty much on their person at all times, all day long, these extras are crucial.
Make the Grade
But just because they have space for more, it doesn’t mean prospects will actually bring it all home. Thanks to new airline luggage restrictions and the liquid-free world guarded by airport security, a product has roughly 48 hours to make the grade. Either the promotion earns a spot on the return flight or it does not. Here are a few ways notebooks and totes can go the extra mile:
1. Choose hue you are. Two schools of thought exist here. You can achieve visibility on a grand scale, which is Wiltey’s plan: “We normally hand out a bright green bag that can be seen throughout the show.” Or, you can stick with a neutral color that has longevity. The jury’s still out, but deciding whether your marketing goal is instant recognition or a war of attrition is a good place to start.
2. End the sizing struggle. Wiltey has discovered the numbers you need to know for tote-bag giveaways. He calls 20x6x16", “the perfect trade-show-sized bag.” Also, a longer shoulder strap (28" or more) can help ease the nagging feeling that a show-goer’s circulation might be compromised.