Grow Your Business with Promotional Products: Tip #3 - Think Strategically

Have you ever brought promotional items to an event where they disappear as fast as you can put them out? One of my biggest pet peeves is the "trade show giveaway" where items are laid out on your counter and given out like candy. And one of the funniest things I've ever seen is the little old couples that frequent events to swipe every freebie they can get their hands on. I have seen this happen at small business expos and at highly technical trade shows where it is clear they are not there for industry education or to learn about the latest product innovations. What a waste of your marketing budget!

Trade show and event marketing folks sometimes think they've got to have something to give away just for the sake of giving it away, but this is not the best use of your hard-earned marketing budget (I know because I've been there). There are a lot of promo items that can create a buzz at an event, but unless it is strategically tied to your overall marketing plan, and you get something in return, you will not benefit from it outside of that temporary buzz on the show floor. If you're lucky, there's an off chance it might eventually lead to a sale.

How can you begin thinking strategically about your promotional giveaways?

Ask yourself what your objectives are for doing an event in the first place - just a hunch that your first response will be "generate new business" or "generate qualified leads." How do you accomplish this? One of the worst strategies is to hand out literature (something like 80% ends up in the circular file, aka TRASH) or even business cards - if you do this you are relying on people contacting you after the event. You want to seize the opportunity to GATHER information from contacts interested in your products and services. Here are a few ideas to get you thinking:

• Give a quality, relevant-to-your-business promotional item to qualified prospects for joining your mailing list.
• Set up a computer station where visitors can access social media and like you on Facebook, connect with you on LinkedIn or follow you on Twitter. Or have QR Codes on a big poster where attendees can connect with you on social media using their smart phones. Reward them with a cool promo item!
• Devise a SHORT survey that attendees can complete so you can gather information regarding their interests and buying influence. When they complete the survey (including their contact info), give a high perceived value promotional item in return.
• Hold product demonstrations or mini-consultations for those really interested in your product or service. Give these potential new customers something useful sporting your logo and they will be sure to think of you when they are ready to buy.
• Trade shows and events are a great place to meet with existing clients. Have a stash of your best promotional item(s) to personally thank them for their ongoing business.

Another pet peeve I have is when clients think giving away a flat screen TV or the latest electronic gadget with a raffle is the way to drive traffic at a trade show or event (unless of course you SELL flat screen TVs or electronic gadgets). Unless every single person at the event is a potential buyer, then all you've got is a much larger list of unqualified leads to sift through after the event - the ones that want to win the TV but have no interest in your product or service.

Do this instead: take what you'd spend on the raffle item, have your logo put on a great promotional product and use one of the tactics above. It will be sure to:

• Grow your mailing list or social media popularity.
• Generate qualified leads for your business.
• Brand your business in a meaningful way - your qualified prospects will leave the event with a strong perception of your brand and understanding of how you can help them.
• Give you the best ROI for your promotional product and overall marketing budget.

If you'd like to brainstorm ideas for your next promotion, please browse our online promotional product catalog or contact me using our website form. I promise a real person will get back to you quickly!