Trade Show Marketing Blog

I’ve been holding trade show contests before and during trade shows in order to generate buzz among my customers and attract crowds to my booths. Trade show contests are incredibly effective for grabbing attention and creating excitement at the trade show. Executed correctly, trade show contests are part of a larger trade show marketing strategy. To close more deals, you need to generate more leads.

Collecting leads begins with attracting the right people to your exhibit. Trade show contests can play a key role in attracting those people. Today, I’ll share 3 ideas for trade show contests that I’ve been using successfully.

Trade Show Contest Idea #1 - Scratch Cards

As I’ve mentioned in recent posts, you should begin telling your customers about your trade show booth months before the event. Using scratch cards are a great way to inject fun and excitement about your appearance at an upcoming show. I’ll share with you a strategy that works particularly well. First, don’t list the names of prizes under the scratch-off surface. Instead, customize them with numbers to entice your customers to your booth. Then, mail the cards to your contacts weeks before the show, requiring them to visit your booth to get their prize.

Trade Show Contest Idea #2 - Prize Wheels

This idea appeals perfectly to 2 natural human instincts: attraction to spectacles and the chance to win something for free. Prize wheels can be custom-designed to fit with the theme of your exhibit, including your company’s logo. Small or large, these wheels can stand in front of your booth, drawing the attention of attendees. You can further leverage them by mailing your customers “tickets” to spin the wheel at the show. Like scratch cards, the tickets will generate excitement and encourage your customers to visit.

Trade Show Contest Idea #3 - Money Blowing Machines

Money blowing machines, also called Cash Cube Money Machines are one of my favorite trade show contests. In my experience, they have attracted some of the largest crowds to my exhibits. Booth visitors step inside the machines and have the chance to grab dollars, prize vouchers or certificates that quickly circulate around them. If you’ve ever witnessed one of these money blowing machines in action, you’ve probably seen hordes of attendees coming to investigate. To increase the excitement further and generate even more interest, you can hold a contest on the trade show floor, allowing people to win tickets to enter the machine.

Part Of Your Trade Show Marketing Plan

It’s easy to get caught up in the excitement of your contests when you see the crowds they begin generating. The most important thing to remember is that the 3 contest ideas I’ve just described are a part of your long-range trade show marketing plan. Your main objective at the event is to qualify leads. That’s what brings in new business. The ideas above are merely a means to that end. I’ve been using all 3 successfully for years and recommend you do the same.

The right trade show giveaways can generate goodwill, promote your company, and improve brand awareness. They can communicate your core message to attendees and pave the road for your booth staff to qualify leads.

There’s an additional advantage…

High-quality promotional items function as a trade show traffic magnet. Not only do they encourage your customers to visit your trade show booth, but as news of your premium giveaways spreads across the convention floor, attendees will flock to your exhibit. Here are four trade show giveaways that can flood your booth with traffic:

#1 - T-Shirts and Polo Shirts

Custom printed t-shirts and polo shirts are popular promotional gifts because they’re immediately useful to recipients.

Because the t-shirts broadcast your company’s name and message, they transform attendees into walking billboards for your company - on the trade show floor and at home.

Attendees also realize that shirts offer long-term practical value; they’ll gravitate to your booth to claim them.

Whether you’re giving away standard tees, V-neck t-shirts, or polo shirts, custom logo printed shirts are a proven trade show traffic generator.

#2 - Wireless Internet Detector

One of the coolest — and most useful gadgets for anyone today is a wireless internet detector. These handy gadgets light up whenever they are in range of a wireless internet connection. For business people who are always on the go and always looking for a place to hop online the wifi detector is an essential gadget to keep handy at all times.

Because people are likely to make their wifi finder a permanent fixture on their keychain, they are constantly reminded of your brand and slogan.

For such a useful, high-tech tradeshow giveaway that pack such long-lasting branding power, wireless internet detectors are quite affordable starting at around $8.89 with logo imprinting.

#3 - Notepads / Portfolios

A compact leatherette custom printed portfolio makes an ideal trade show promotional item because it has a high perceived value, can be put to quick use, and offers long-term practicality.

Your leads and customers will continue to use it when they return to their offices after the exhibition.

They can store business cards within it, make impromptu notes on the accompanying notepad, and carry key documents inside. Each time they use the portfolio, they’ll remember your company.

#4 - Calendars / Memo Planners

Trade show attendees are busier than ever. They need a practical tool that will help them manage their overburdened schedules. A simple custom printed desk calendar or large memo planner offers a perfect solution.

Not only will they help your customers keep their schedules and appointments organized, but they can promote your company in the process. Attendees know intuitively that calendars and planners offer everyday value. They’ll come to your trade show booth to request one.

You’ll notice that each of the promotional gifts profiled above meet an ongoing need. As a result, your customers and leads will use these items when they return home. That’s the key to leveraging trade show giveaways as a marketing tool that yields lasting exposure for your company. The additional surge in attendee traffic they’ll bring to your booth is an added benefit.

Think back to the last time you explored the trade show floor. Chances are, you noticed exhibitors giving away promotional items that seemed ineffective given their products, company brand, or marketing message. This is a common mistake exhibitors make when they fail to use trade show giveaways as a supplemental component of their trade show marketing strategy.

Effective trade show giveaways increase attendees’ awareness of your brand and products. They draw visitors to your booth, paving the way for your staff to qualify them as leads. The right promotional products can create a positive first impression, helping you build goodwill in the process. Most importantly, they keep your company’s name in front of your leads and customers long after the convention hall’s lights are turned off.

Before selecting the trade show giveaways you’ll offer to your booth visitors, ask yourself the following four questions:

#1 - What Is The Purpose Of Your Giveaways?

Different promotional items are better suited than others to fulfill specific objectives. For example, portable alarm clocks, pens, and coffee mugs provide ongoing convenience for your booth visitors while they’re on the road. On the other hand, if your goal is to use trade show giveaways to educate attendees and position your company as an industry authority, booklets may be more appropriate. If long-term promotion of your company and products is your objective, a wall calendar or desk organizer can prove invaluable.

#2 - Who Should Receive Your Promotional Items?

Ideally, you should plan to offer some type of trade show giveaway to each person who visits your exhibit. Even small, inexpensive items that attendees carry with them during and after the trade show can provide enormous advertising value.

Consider investing in a few different promotional products for customers, leads, and general booth visitors. For example, your customers can receive high-quality stainless steel thermoses while leads can be given sturdy coffee mugs. Other booth visitors can receive inexpensive flash memory drives or t-shirts. All of these items can be imprinted with your company logo and phone number.

#3 - Can Your Giveaways Complement Your Products?

Try to select trade show giveaways that tie in with your industry and your company’s products. If you serve the automotive industry, tire gauges and key rings work well and offer long-term value for your booth visitors. If your company manufactures products for the health care industry, consider giving away customized first aid kits and emergency reference guides. Promotional items that complement your products are easier to dovetail with your company’s industry-focused marketing message.

#4 - What Is Your Trade Show Marketing Budget?

The price you’ll pay for trade show giveaways can range from a few cents to $100 (or more) per item. The key is to select products that offer the most advertising value for every dollar spent. Remember, this is an investment in your long-term success. While you’re limited by your budget, realize that the right trade show giveaways can deliver promotional value for years.

Most exhibitors choose the items they give attendees almost as a second thought. Take a methodical approach. Ask yourself the four questions above to help you select promotional products that deliver the most value for your money.

The economy has taken a toll on every sector and the trade show industry has not been spared. The number of exhibitors is down. Floor traffic is down. And as a result, booth traffic is down. While this environment appears dismal, it actually represents a fantastic opportunity for aggressive exhibitors who are looking for ways to grow. Today, we’ll explain how investing in new trade show displays during the slow economy can play a key role in your success.

Standing Out On A Less-Crowded Floor

At your next event, take a walk through the convention hall. You’ll witness the effects of the recession firsthand. Some of your competitors have likely either scaled down their presentations or have chosen to attend fewer shows. As a result of scaled-down budgets, you’ll notice worn trade show displays that have clearly seen better days.

At the same time, companies continue to send their buyers to shows; in many cases, the owners themselves are attending. While some of the support staff that once roamed the convention floor during better economic times are staying home, the decision-makers are still attending. These buyers, unrushed due to the reduced floor traffic, will take more time in identifying potential vendors to meet. One of the first measures of professionalism they’ll note are your trade show displays.

Attract, Engage, Reward

Drawing traffic to your exhibit doesn’t only hinge on how professional or nice your display looks. In such a busy environment, booths that have some form of attention grabbing, interactive trade show attraction tend to drive the most traffic. Inviting passersby to participate in something that will be fun or give them an immediate benefit will drive a visit at a much higher rate than a quick pitch barked at passersby.

Trade show attractions that have proven effective are those that attract, engage, and reward. Examples of such trade show traffic drivers include the Cash Cube Money Machine, Wheel of Chance, or a Promotional ATM. These type of tradeshow attractions are versatile enough to be adapted to a variety of promotional themes and, by their nature, almost demand the attention of the crowd.

If you want to stand out to buyers on a less-crowded floor, focus your time and energy on your display area. It is a cost-effective way to present your business as a leader in the industry.

Putting Your Best Foot Forward

During the current slow economy, you may notice that trade show floor traffic has tapered off. At many shows, attendee volume is lower than what you may have seen in years past. Don’t be concerned. The number of visitors that your booth attracts is less important than the type of visitors who come.

Remember, there are more buyers on the floor as a percentage of attendees than is normally the case. This is the reason high-quality trade show displays should be one of the first areas in which you invest. You can wring more value for your dollar in this area than purchasing a bigger booth or more space. A small exhibit adorned with a top-notch display area will do far more for your company’s professionalism than a larger exhibit with lackluster displays.

Your competitors are holding back and waiting for a more robust economy. Meanwhile, buyers are coming to the show and looking for vendors. This is a great opportunity to reach out to these decision-makers with a trade show display area that exudes confidence, reliability, and experience.

Motivating people to visit your trade show booth is essential to your success at the event. Without attendees coming to your exhibit and speaking with your staff, you cannot effectively communicate your marketing message or qualify leads. Trade show contests will not only bring people to your booth, but they can also infuse your audience with excitement. The key is to follow a proven strategy to ensure your contest is successful.

Today, I’ll provide a step-by-step plan for organizing and executing trade show contests that can significantly improve your booth traffic.

Choose An Exciting Prize

The prize you’re offering must excite your customers, prospects, and other attendees. If it fails to stimulate their interest, your trade show contest is unlikely to generate substantial traffic. Ideally, your prize should have a connection to the products your company sells. For example, if you manufacture fuel injection systems for performance vehicles, offer attendees the chance to win a free set of fuel injectors.

Another idea is to give each person who visits your trade show exhibit the chance to win money. A cash cube money machine or prize vault will not only excite those who are trying to win, but will also spark attendees’ curiosity throughout the trade show.

Train Your Staff

The ultimate goal of your trade show contests is to attract people to your booth so your staff can qualify them as leads. That requires a bit of upfront planning. First, make sure you bring at least one employee whose attention is solely dedicated to helping people participate in your contest. Second, train your entire booth staff to approach those who are waiting to participate and engage them in conversation. It is only by speaking with attendees that your employees can determine whether they represent qualified leads worthy of following up with later.

Spread The Word

Don’t leave the promotion of your trade show contests until the day of the event. Start weeks in advance. Send out mailers to everyone on your customer and lead lists. Mention your contest in your newsletters, on your website, and even on the phone when you speak with clients and prospects. Reserve advertising space at nearby hotels. Also, have two employees standing at each entrance to the convention hall handing out flyers to promote your contest. If possible, have them stationed at the entrances before the doors open.

Organizing trade show contests can be a fantastic way to kindle excitement amongst your customers, leads, and attendees. The important thing to realize is that a successful contest does not happen on its own. It takes strategic planning. But, if executed properly, it can deliver a substantial return on your investment.

In order to generate trade show leads, you must first attract people to your exhibit. Don’t wait for the day of the event. At any given trade show, there will be dozens, even hundreds of trade show exhibits, clamoring for attendees’ attention. In order to attract trade show visitors, you need to think outside the box. Even if your booth staff is engaging and your displays are attractively designed and strategically placed, traffic may be scarce.

Having said that, if you plant the seed among your customers and prospects before the trade show, you can create excitement leading up to the event. Do it in a compelling way and you can help ensure your trade show exhibit is flooded with visitors. Today, I’ll describe two promotions you can use to increase your trade show booth traffic and generate a larger number of qualified leads.

Using A Scratch-Off Cards Promotion

You’re likely already sending mailers, newsletters, and other marketing materials to your in-house list. Several weeks before the trade show, send customizable scratch-off cards to everyone. Colorful and light, they ride along easily with your other marketing collateral and immediately grab the recipient’s attention. Plus, on the day of the event, have an employee give out the cards to each person who comes into the convention hall.

Don’t list the prizes on the scratch-off cards, though. Instead, use numbers or symbols as a code for the prizes. That way, your customers, prospects, and other attendees will be excited to visit your trade show booth to see what they’ve won. When they visit, they’ll approach your staff, who can begin qualifying them as leads.

Using A Treasure Chest Promotion

Treasure chest promotions work under the same principle. The purpose is to generate excitement about visiting your trade show exhibit. There are a few ways to do this. First, you should let your customers know about your treasure chest promotion weeks before the show. Mail out customized keys with a special invitation to visit your booth and for a chance to open the locked chest.

Second, create a page on your website that allows people who are not yet on your in-house list to request a key. Once they submit their request, add them to your prospect list and mail the key to them. Third, have one of your employees give out keys to attendees as they come through the exhibit hall’s doors. They won’t be able to resist trying to open the treasure chest.

This type of promotion is a fantastic way to introduce new people to your company. You control every aspect of the promotion. Choose the type of treasure chest, prizes, and the ratio of winners and losers. When people visit your booth to try their luck, your staff can engage them in conversation and qualify them as leads.

Lead generation is at the heart of successful trade show marketing. It begins with attracting booth traffic. With a creative and exciting promotion, you can draw that traffic to your exhibit.

Trade show giveaways are undervalued and underestimated by most exhibitors. The evidence can be found within the trash bins that are scattered throughout the convention hall. The problem is that many exhibitors think promotional items are only useful to the point of attracting attendees to their trade show booths. Nothing could be further from the truth.

While trade show giveaways are incredibly effective for attracting attendees, their value extends long after the convention hall lights have been turned off. Today, I’ll explain how you can squeeze the most long-term value from your trade show giveaways.

Invest In Quality And Durability

One of the most common mistakes that exhibitors make is to offer cheaply-made promotional products to their customers and booth visitors. While low-quality items may represent a smaller investment, they can also tarnish your company’s image. Trade show giveaways that offer high quality and durability are more likely to be kept and used after the event. They normally cost a bit more, but can promote your business long after the trade show. Inexpensive doesn’t need to be “cheap.” If you choose a high quality ad specialties distributor, you can find many high quality, low cost promotional giveaways.

Come Prepared With Multiple Promotional Items

Your trade show marketing budget should allocate funds for quality promotional products, but that doesn’t mean you need to offer the best items to every visitor. Instead, consider coming to the event with two different trade show giveaways. Give the best item to your current customers and most promising leads, and provide the other, lower-cost giveaway to the rest of your visitors. That allows you to conserve your budget while offering a useful promotional item to everyone.

Provide Ongoing Usefulness

Unless your trade show giveaways are useful to attendees, they’ll be discarded at the show or soon thereafter. The more useful it is, the longer your customers, leads, and other visitors will keep them. For example, a paddle-and-ball set with your company’s name, logo, and contact information may seem fun. But, it doesn’t offer any long-term value to attendees; it will probably be thrown away. On the other hand, an imprinted coffee mug can last for years on your customers’ desks.

Leave A Lasting Impression

All of your trade show giveaways should have your company name and logo imprinted on them. They should also include your contact information and marketing message. Too often, exhibitors imprint the name of their business on their promotional items, but neglect to include their phone number. Remember, the goal of your giveaways is to perpetually advertise your company’s name to your customers. Make it as easy as possible for them to get in touch with you.

Quality promotional products can build your company’s image, ingratiate you to the attendees who visit your trade show exhibit, and advertise your business months - even years - down the road. Use the tips above to get the maximum value from your trade show giveaways.

The types of trade show displays you choose for your exhibits play an important role in making an impact on your audience. At some trade shows, your exhibit space will be limited and require a compact, flexible solution.

At other events, you might have an expansive exhibit and need to make a memorable impression; a large, innovative truss system with integrated lighting and plasma panels might be appropriate. With so many convention marketing ideas, you’ll need to focus your brainstorming and finalize a plan.

There are several types of trade show displays and each type is designed to provide specific advantages, given your budget, need for flexibility, and space limitations. Here’s an overview of the 3 most common types of trade show displays:

#1 - Panel Trade Show Displays

Panel displays are foldable and can be designed to fit a range of exhibit space requirements. They’re lightweight and can stand on the floor or placed on a tabletop. Each panel is normally 2 to 3 feet in width and 3 to 4 feet in length. They’re often constructed of high-quality polymer on sturdy frames and can support nearly twenty pounds. Panel display systems are cost-effective, flexible, and can unfold within minutes.

#2 - Pop-Up Trade Show Displays

Pop-ups are popular because they’re relatively inexpensive and simple to set up. Exhibitors can integrate them into large trade show exhibits or use them as turnkey solutions for smaller exhibits. However, they’re not without limitations.

Even though you can have shelves placed on pop-up displays, they cannot support much weight due to the lightweight frame. And while pop-ups are an economical alternative to larger display systems, they’re not adjustable. That said, if you’re on a limited budget, pop-up trade show displays might be an ideal solution. But, be aware regarding whether their limitations will hamper your goals.

#3 - Truss System Displays

Truss systems are high-end trade show displays. They’re ideal if your budget is flexible and you need to make a stunning impression on your audience. They can attract attention and draw visitors to your exhibit. Truss displays use frames which are constructed of aluminum, giving them a durability that other display systems lack. As a result, they can support a significant amount of weight. In fact, you’ll often see truss systems supporting mounted LCD screens and heavy fixtures.

The drawback is the price. It’s not uncommon for truss displays to cost over $40,000. That said, given your trade show objectives and your marketing budget, it may be a fantastic investment for your company. If you plan to use truss systems, consider hiring trade show contractors who can set up the entire exhibit for you on the convention floor.

Using Trade Show Displays That Deliver An Impact

Your trade show exhibits and displays need to communicate your brand, convince attendees to visit, and allow your booth staff to engage them in conversation. What’s more, they need to do so in a limited space at a price that fits your trade show marketing budget. Bigger is not necessarily better. A creative pop-up display with the right marketing message can deliver a lasting impression upon your audience. On the other hand, larger trade show exhibits might require a durable, versatile truss system.

When they’re well-designed and properly deployed, your trade show displays will make a distinctive impact on your audience, regardless of size.

Most exhibitors fail to promote their trade show booths. Instead, they show up at an event and wonder why their booth is empty. The problem is nearly always a lack of marketing and promotion. Having the highest-quality products and most creative displays won’t be enough to make your attending a trade show worthwhile.

Successful exhibitors know that they need to spread the word well in advance in order to meet their goals. The promotional wheels need to start turning 7 or 8 months before the event arrives.

Today, I’ll reveal 4 effective promotional activities that you need to perform if you want to make your next trade show a success.

Tip #1 - Let Your Customers Know

Your best leads are at your fingertips. Think about the ways in which you maintain contact with your customers. Are you sending direct mail or mailing newsletters to them? Do you send an email to them periodically? Do they visit your website? Each of these is an opportunity to inform your customers and prospects about your exhibit at an upcoming trade show. Call your customers and personally invite them to your booth. The extra attention will pay dividends at the event.

Tip #2 - Advertise At The Location

There are plenty of ways to advertise your booth in the city in which the trade show is being held. For example, attendees will be flying into town and staying a few days. Advertise at the closest airport; buy ad space on buses or taxis that will be passing the venue; promote your booth at the nearest hotel. And don’t neglect to reserve an ad in the trade show’s directory.

Tip #3 - Secure Local Media Coverage

You might be surprised by the willingness of the local media to provide free news coverage of your trade show booth. Not only is this type of coverage free, but it has an extra level of credibility over paid advertising. Keep in mind that you’ll need to develop a story or angle in order to spark interest from a reporter. Once you do, consider hiring a trade show vendor to create your company’s press kit.

Tip #4 - Plan Your Promotional Giveaway Strategy

Few trade show promotion ideas have as long a reach as high-quality promotional giveaways. If planned correctly, your giveaways can keep your company’s name in front of your prospects for months after the trade show. The key is to avoid trendy items that provide little to no value to attendees. Instead, think about products that people will use for a long time. That way, you can send your company name and marketing message home with them, confident they won’t be discarded.

Your Trade Show Booth Traffic

Remember, exhibiting at trade shows goes hand-in-hand with marketing and promotional activities. If you don’t start promoting your booth several months before the event, you may end up wasting your time and effort. Use the 4 trade show ideas above to spread the word and increase your booth traffic.

In the past, I’ve given you a number of trade show ideas that you can use to improve the success of your trade show marketing efforts. We’ve talked about promotional giveaways, motivating your booth staff, attracting visitors, and creating eye-catching trade show exhibits. Each contributes to your bottom line. Today, I’ll give you 4 creative trade show ideas that a lot of exhibitors haven’t considered.

#1 - Leverage The Media

Local newspapers, as well as radio and television stations are always searching for compelling stories to tell. If you can weave your marketing efforts around a newsworthy story, your business can attract free media coverage. Contact the trade show organizer for a list of local press outlets. Also, consider hiring a trade show advertising agency to help you develop an attractive press kit.

#2 - Give Booklets To Your Booth Visitors

The value of giving away key chains, tape measures, and similar promotional items to your booth visitors is questionable. Instead, consider giving them small booklets that you can fill with tips regarding how to use your products. There is an insatiable hunger for practical information that can be absorbed quickly and applied easily. By giving away information-dense booklets, you can sate that hunger while pre-selling your products to your target audience. Plus, they’re less likely to be thrown away and will keep your business name in front of your prospects longer.

#3 - Use Attention-Grabbing Trade Show Attractions

Classic video games, colorful prize wheels, and popcorn machines that send mouthwatering aromas into the trade show aisles can attract large audiences to your exhibit. These types of trade show attractions capture attendees’ attention and draw them in, encouraging them to investigate. When they visit, your booth staff can engage them in conversation in order to qualify them as prospective leads.

#4 - Repackage Your Presentation

The majority of people who attend trade shows are looking for new solutions. Uncovering an exciting new product can make the time spent on the convention floor seem worthwhile. If your product is dated, consider repackaging your presentation. You won’t be able to rely upon dazzling your booth visitors. Instead, talk about the features and benefits of using your product. Chances are, a large portion of your target audience will be familiar with your product, yet unaware regarding how it can solve their problems.

Rising Above The Noise

Most exhibitors follow the same menu of marketing tactics in their effort to draw people to their trade show booths. The problem is, they lack creativity. By taking action on tactics that other exhibitors neglect, you can rise above the noise and capture attendees’ attention. The 4 creative trade show ideas I’ve described above are easier to implement than you might imagine. The key ingredient is a willingness to take the first step.