Are you one of those companies that avoids pre-show marketing and lets the show’s own trade show manager tackle all of the promotion? If so, you’re missing out on a lot of great convention display opportunities.

In order to get the most impact and best ROI on your convention display, you need to be proactive. Hoping that visitors navigate to your booth and speak to one of your sales team leaves a lot to chance. One of the best proactive measures to do this is by using tradeshow giveaways before the show even starts.

Using Trade Show Bags As A Teaser

Many companies have found success preparing show survival kits for visitors and sending them out beforehand. These trade show bags are durable and contain some essentials like a map and some pens. But most importantly, these trade show bags have the imprint of your company prominently featured, and have information about your convention display already inside.

Tradeshow giveaways like these trade show bags are functional during the event and after it. There are many people who will hold on to a well made bag for years afterward, and remember your company every time they use it.

Guide Visitors To Your Booth

There is another way to drive traffic to your booth: logo imprinted apparel. Trade show environments may not seem conducive to giving away clothing, but handing out t-shirts before the event can make a big difference. If someone is wearing the apparel, trade show attendance could be boosted long before they ever get to it. All they need do is be asked about it by someone, and then you’ve got another attendee.

Send A Personal Invitation

To make a real impact, your convention display can use a technique that no trade show manager would use. Studies have shown that personal appeals — true handwritten personal appeals — are one of the best motivators of turnout. Tradeshow giveaways have an impact, but there is nothing like receiving a handwritten invitation to partake. The handwritten invitation should be genuine and as personal as possible. It is most useful when combined with trade show giveaways, but will also have an effect if no tradeshow giveaways are used.

Using Teaser Tradeshow Giveaways

Trade show managers don’t have products to promote in the same way you do. They can’t send out a product, prize ticket, or scratch off card that can be redeemed for a better product at the time your convention display goes up. Offering new items to people is a great way to bring them to your convention display. In addition, sending tickets to be redeemed is cheaper than sending other tradeshow giveaways like trade show bags.

Combining Promotional Techniques

Any of these marketing techniques can be used individually for a great impact. But the best way to use them is if you combine two or more. For example, use tradeshow giveaways along with a personal appeal to drive traffic.

While a trade show manager is interested in driving traffic to the show in general and ensuring that you as an exhibitor are happy, their focus isn’t on promoting your booth specifically. Don’t leave your trade show traffic to chance — with some proactive measures, you can drive the success of your trade show event.

Let’s take a look at some practical and effective exhibit marketing ideas.

Step #1: Getting Your Brand In Front Of Every Trade Show Attendee At the Event

With so many companies vying for attention, you need a way to grab their attention from the get-go. Contact the event coordinator and arrange to provide free logo imprinted canvas bags that attendees can use to carry the loot they collect throughout the day. Another option is to provided logo imprinted lanyards for the convention’s ID badges.

Not only will this branded item will be one of the first objects that every attendee will come into contact with, it positions you as a leading company at the show. More importantly, every person at the trade show will be advertising your brand as they carry around your bag or sport your lanyard.

Step #2: Take Your Offer Further: Give Them a Reason To Stop By and Participate At Your Trade Show Booth

If you are providing the bags or lanyards for the tradeshow, you have a unique opportunity to literally invite every attendee to your booth. This is your opportunity to stuff the bag or attach to the lanyard something irresistible that will drive attendees to your booth. For example, offering every visitor a scratch card or a fortune cookie that reveals a code that may unlock a prize vault at your booth or a chance to step into a Cash Cube Money Machine where they will have 30 seconds to grab at cash, funny money that can be spent on your products or services, or coupon vouchers for free offers.

The Psychology Behind Trade Show Marketing

#1 Driving Traffic: Getting people to visit a convention booth is the key to generating leads and contacts. Every effective trade show booth idea that attracts attention is another potential sale or growth opportunity. Beyond promotional items, interacting with attendees and hosting activities and ice-breakers will often attract a substantial crowd.

#2 Establishing Your Brand: Effective convention booth marketing ideas revolve around building a brand and exposing clients and customers to a company’s overall business. This exposure is achieved through branding via the creation of logos and slogans that convey a company’s unique products or services. One of the most widely used and effective exhibit marketing ideas is to give away promotional items that incorporate those logos and slogans.

Promotional items serve two purposes when it comes to brand marketing. First, practical items will act as a constant, passive source of advertising to a client as they are used. Secondly, those same items will also spread awareness of the company as trade show attendees bring them back to their places of employment or homes. Offering free promotional items is an excellent exhibit marketing idea that provides targeted advertising to pinpoint potential clients.

A trade show booth idea that is unique and can tie into a company’s products or services will ultimately generate buzz around a booth. Exhibit marketing ideas are about getting the word out on a company and establishing a presence and reputation in a market. Good convention booth marketing ideas separate the successful displays from the rest of the crowd.

Most trade show exhibitors underestimate the hidden potential of their promotional products. After years of using them successfully to build my trade show business, I can assure you that the right giveaways can boost your sales, increase your revenue, and deliver an impressive ROI. Today, you’ll discover 3 powerful reasons to use high-quality tradeshow giveaways at your next event.

#1 - Support Your Company’s Brand

More important than your products, your company’s brand is a powerful tool for building long-term trade show success. Tradeshow giveaways can support that brand. Promotional items that are immediately useful offer perpetual value to your customers and leads. Each time they use the giveaways you’ve provided them, that value is transferred directly to your company’s image. As a result, when they need the products your business sells you’re the first resource they consider.

#2 - Immediate Exposure At The Event

Nothing travels faster across a trade show floor than news about an irresistible promotional product. Because most exhibitors try to conserve their trade show budget by giving away items that are not necessarily useful, your giveaways will attract attention. As attendees learn about your promotional items, your booth traffic will surge dramatically.

#3 - Long-Term Visibility After The Trade Show

While more inexpensive trade show giveaways are useful to blanket the trade show with your brand, the long-term promotional power of other giveaways is critical as well. As long as you’ve sent your highly qualified leads home from the event with giveaways that provide practical value, those items will continue to advertise your company for months, even years. For example, an attractive 12-month calendar practically guarantees your name will be in front of your customers for the next year. Not only does this provide perpetual exposure for your business, but you’ll also enjoy instant name recognition when your staff follows up with leads after the trade show.

The Secret To Trade Show Giveaways

One of the most potent secrets I’ve learned over many years of event marketing success is to choose high-quality, immediately useful tradeshow giveaways. The majority of the exhibitors I’ve observed over the years completely miss the potential short and long-term advertising potential of their promotional items. That makes it even easier to set yourself apart during - and after - the trade show. Plus, if you can integrate your giveaways with powerful trade show attractions like the money machine cash cube, you’ll attract large crowds to your booth. That provides an ideal opportunity for your employees to qualify leads.

However, simply showing up for the event is not enough. The things you do before, during, and after the show have an enormous influence on your success. Collecting leads is one of the most important. Today, I’ll provide a 4-step plan to collecting high-quality trade show leads.

Step 1: Train Your Booth Employees

Set aside time to train your booth staff regarding how to properly collect leads. Being friendly is just the beginning. They need to learn how to approach attendees who visit your booth and ask the right questions in order to qualify them. Provide them with a script that describes the benefits of your products. Then, roll play so they can gain practical experience talking comfortably about those benefits.

Step 2: Plan Your Trade Show Giveaways

Your trade show giveaways are an opportunity to attract potential customers to your booth while promoting your company over the long run. Avoid using cheap promotional items that might reflect poorly on your business. Instead, invest in high-quality giveaways that make a lasting impression. If you can send your leads home with a promotional giveaway that they’ll keep using, that item will continue marketing your company’s name.

Step 3: Approach And Engage

This is where the training that you provided your staff pays off. When visitors come to your booth, your employees should immediately approach and engage them in conversation. The goal should always be to qualify them. Your staff should try to identify visitors’ needs, their budget, and whether they have purchasing authority. Establish lead-collecting goals before arriving at the trade show. That way, your employees are always aware of their objective.

Step 4: Qualify And Disqualify

Time is limited at trade shows and it’s essential that you spend it wisely. You’ll find that disqualifying prospects is just as important as qualifying leads. If a visitor is unlikely to do business with your company, your booth employees must be able to disengage and speak with other visitors. If you’re using trade show attractions to draw large crowds, it’s even more important.

Making Your Trade Show Leads Count

The 4-step plan that I’ve just described to you is one of the reasons for my trade show success over the years. Leads mean everything. If you implement a system with your staff that focuses on collecting as many of them as possible, you’ll enjoy a significant competitive advantage. Once you return home, start following up on your leads immediately to make them count. You’ll find that trade shows are a potent channel for growing your business.

Plant The Seed

Getting people to visit your trade show booth starts months before the event. You should begin planting the seed in your customers’ minds about the show early so they can make plans to attend. Whenever you call, mail, or email them, let them know where your exhibit will be located. If possible, set up appointments during the show.

Here’s an idea that I’ve been using effectively for years: scratch off cards. Send them to your customers in the mail a few weeks before the trade show. Display numbers under the surface and let them know they can pick up their prize at your booth.

Use Quality Promotional Items

High-quality promotional items can create an instant buzz on the show floor. If your trade show budget allows, try to have a promotional item that you can give to every person who visits your booth. Imprinted pens, hats, or t-shirts will continue to promote your company at the show and afterward. Save the highest-quality giveaways for customers and qualified leads. One word of caution: use quality promotional products. They look better and last longer, creating a more favorable image for your company.

Create A Spectacle

Trade shows can be boring for a lot of attendees. Booths look similar, so they don’t spark the imagination. That means if you provide a spectacle that entertains those who are walking by your booth, you can attract large crowds. I’ve had great success with cash cube money machines. Here’s how they work: an attendee steps inside the cube and grabs as many dollar bills as possible within 30 seconds. They keep what they catch.

More Visitors Through Creativity

Attracting people to your trade show booth isn’t hard or complicated. You simply need to plan ahead and think creatively. Plant the seed in your customers’ ears about the show. Then, organize fun contests that require them to visit your booth to claim their prizes. At the show, give visitors quality giveaways that promote your company’s name (but, keep the best promotional items for your customers and leads). Finally, create a spectacle that will grab people’s attention.

That’s how I’ve been drawing visitors to my booths for years. It can work for you, too.

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.

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.

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.

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.

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.