Promotional Products Turn Trade Shows into Experiences!
Team up with your client and their other marketing partners—display company, ad agency and do some research. Identify a promotional product that will motivate the recipient to take a particular action—in this case to visit the booth. Package the product properly for maximum impact, and then get it into the hands of the target audience well in advance of the show.
A research study conducted by Georgia Southern University examined the behavior of pre-registered show attendees. The attendees were divided into three groups. Group A received a postcard invitation to visit the exhibitor's booth. Group B received an inexpensive promotional magnet imprinted with the exhibitor's logo and an invite. Group C received a postcard offering a T-shirt for redeeming postcard at the exhibitor's booth
Pre-show mailings with promotional products proved far more effective than mailings without. 78 percent more people responded with the T-shirt offer than the postcard alone. 57 percent more people responded to the magnet than the postcard alone. Clearly, including a promotional product with a pre-show mailing increases the likelihood of the attendee stopping by the booth to see the exhibitor's product
As a general rule, promotional products of greater value generate more sales leads than products of lower value, but the promotional product doesn't need to be expensive to be effective. While you and your client determine the cost of the product, it is the recipient who determines the value—if the recipient finds the product useful, interesting or amusing—they will seek out and remember your client and the offering.
Need more proof? Next time you're in an airport look around—how many business travelers are wearing, holding or using promotional products? Clearly they have assigned a high value to the product—they have kept it and used it. Industry research tells us people keep promotional products for more than a year—and each time they use imprinted products they actively engage with the promoted brand!