Trade shows are one of the few tried and tested marketing strategies that remain relevant to this day. That’s because you simply can’t replicate the value of being in person at an industry-specific event. As a matter of fact, according to research, at least 65% of businesses consider trade shows a vital part of their strategy.
However, attending a trade show is not enough — you need to make your business stand out. And what better way to do that than by giving away promotional items? But not all products are made equal, which is why it’s essential to know which ones fit your marketing goals best. Fortunately, we’re here to help by showcasing our favourite branded items and sharing a couple of industry insights regarding trade shows.
Why Are Trade Show Giveaways Important?
By taking part in a trade show, you can develop your company’s network, drive sales, and effectively improve your brand awareness. In order to do so, you need to entice attendees with exciting and interesting offerings, such as giveaways.
Still on the fence about giveaways? Then, here are a few ways they can help you boost your brand’s success:
Attracting Attendees
As mentioned earlier, trade shows allow you to interact with dozens, if not hundreds, of potential customers. But, depending on the size of the event, you might compete with multiple companies at the same time.
Thankfully, companies that display promotional items at their booth tend to have much higher traffic than brands that don’t. By using giveaways to attract people to your booth, you maximise the number of opportunities you have to pitch products and services to people.
Making a Good First Impression
A study done by Forbes magazine has shown that business owners only have seven seconds to make a good first impression. That’s barely enough time to utter a sentence, which limits how you can interact with your consumers. But in a crowded expo centre, it becomes even harder to convey your message and make a memorable impression.
That’s why it’s best to let your promotional products speak for your brand. It’s no surprise that attendees will form a positive attitude towards businesses that give them free merchandise, whether it’s a personalised umbrella or a backpack. Just remember that high-quality and long-lasting items are a reflection of your brand’s reputation, especially to people who have had no previous contact with your company.
Improving Brand Awareness
It doesn’t matter if you are looking to promote a startup or a well-established business; trade shows help introduce people to your company. But what if there was a way to promote your business way beyond your booth?
Promotional products can boost your marketing efforts by improving your brand awareness. More specifically, every time your recipients use the product, they’ll remember your company and the positive interaction they’ve had with it during the show.
Not only that, but depending on which product you give away, you can also advertise your brand to other people. For example, if an attendee uses your branded notebook at the office, their co-workers will also notice your logo and name. They may also ask about the company that gifted the product, wanting to learn more about your business and its products or services.
Boosting Sales
One of the positive consequences of attracting people to your booth using promotional items is that you encourage them to try out your other products. If you make a good first impression, this encouragement will last outside of the trade show too. And, since most people keep their branded swag for months to come after the event, they will constantly be reminded about your company, which will indirectly push them towards your products and services.
Maximising Your Return on Investment
At the end of the day, each business has a limited budget. That’s especially true for small and medium-sized companies, which are struggling to balance their expenses while also maximising their marketing strategy’s effectiveness.
But thanks to promotional products, you don’t have to invest a fortune in TV ads or social media campaigns anymore. Branded items can help make the most of your trade show booth by attracting people and giving you advertising opportunities. And best of all, they are incredibly cheap, providing an amazing return on investment due to the low cost per impression.
Choosing the Right Promotional Items
Nowadays, promotional products are more varied than ever. Therefore, choosing the right one is harder than ever, especially if it’s your first giveaway. After all, you don’t want to pick a low-quality or useless product that’s only going to get disposed of as soon as your recipients leave the trade show. So make sure to follow these tips in order to find the best promo item for your specific marketing needs.
Research Your Audience
Depending on your industry, you will have a unique target audience. Before buying a promotional product, you’ll need to understand the needs, hobbies, interests and lifestyles of your potential customers. That way, you’ll know exactly what item caters to their unique personality, maximising the effectiveness of your promotional campaign.
For instance, let’s assume that your audience is environmentally conscious. If that’s the case, you can’t just offer them plastic products. Instead, you can rely on reusable stainless steel water bottles, which your recipients can use to reduce plastic waste. Alternatively, gym enthusiasts may prefer drawstring bags, gym bags, and other sports-themed promotional merch.
Ask the Right Questions
Ask yourself — why is your business attending the trade show in the first place? What are you trying to achieve using a promotional giveaway? The answers will guide you toward a branded item that can help you achieve your objectives.
As an example, if your goal is to improve your brand awareness, any promotional product with your name and logo on it will do just fine. However, if you want to attract potential business partners, you might want a more elegant and impressive item, such as a personalised high-end pen.
Match the Style of the Event
Each trade show is unique depending on its timing, location, and the companies that are attending it. You should do some research beforehand and find out all the details regarding the event, especially if it’s a formal or casual occasion. Then, choose giveaway products that match the style and theme of the trade show.
Are you attending an outdoor event in the summer? In that case, give away caps or branded sunglasses to entice potential customers. Planning to join a winter event? Nothing says come check my booth like a cosy scarf or an insulated metal water bottle.
Know the Trends
When planning a giveaway, pop culture trends can help you understand what type of product potential consumers are looking for. To better understand this concept, let’s take a look at some past trends. In 2017, fidget spinners were incredibly popular, with kids and young adults alike looking to own one. In contrast, 2020 was the year of face masks and hand sanitisers.
We advise you to keep an eye on any new and exciting trends and match your promotional products accordingly. Doing so will show consumers that you are up-to-date with the latest innovations and entice them to check out your current products and services.
Understand Your Brand
A good promotional item should match your business’s personality and the services it offers. Thus, you should think about your brand and what makes your company truly unique. An automotive company could choose branded pop-up car windscreens, while an attorney’s office can opt for promotional folders or markers in order to reflect their services.
Additionally, you should also consider the way you want people to remember your business. Do you want them to think that your brand is friendly and upbeat or more luxurious and elegant? Once you find the tone you want to convey, choose the appropriate products, and you’ll effectively improve your brand’s reputation.
Don’t Forget About Your Budget
Setting up a budget for your promotional giveaway will help you keep your finances in check and make informed decisions. Sure, it might be tempting to spend hundreds of pounds on high-end items. But even simple and practical products can be just as effective at a significantly more affordable price. So, if you want a maximum return on investment, come up with a realistic budget and choose appropriate promotional items.
Offer Variety
Sometimes, no matter how much you know your audience and their needs, you might have a hard time finding a product that suits everyone. When that happens, you can opt to offer multiple items at your booth. For starters, that will make your display stand out and help attract customers.
Furthermore, by letting your consumers choose an item, you open up chat opportunities during which you can promote your brand. And finally, by keeping track of which item was the most popular, you can come up with more effective promotional strategies in the future.
Best Promotional Products for Trade Shows
Are you still struggling with searching for the right promotional item? Don’t worry — we’ve got you covered! Just take a look at these amazing products and choose one that fits your industry and marketing goals.
Eco-Friendly Products
As more people are becoming aware of global warming and plastic waste, the need for eco-friendly products is on the rise. Take advantage of this trend by giving away reusable branded water bottles and stainless steel straws. Doing that will guarantee that every time your recipients take a sip, they’ll notice your name and logo.
Tote bags are another great option for eco-conscious audiences. They will allow your attendees to carry around their new swag, effectively advertising your brand to anyone that notices them. And, when the event is over, they will reuse your bag on grocery trips and weekend getaways, increasing the number of people that see your brand information.
Drinkware
Research shows that almost 7.5 million UK citizens consume tea four times a day or more. Therefore, it’s clear that people usually start their day with a nice cup of tea. By giving away promotional drinkware, you ensure that your audience also starts their day with your branding in sight.
From branded tumblers to mugs, there are dozens of different products available, each targeting a specific type of user. You can even purchase travel mugs that feature lids, which will help recipients carry their drinks on the go, advertising your brand to a wider audience.
Stationery
Whether you target students or office workers; stationery items such as planners, notepads, and sticky notes make excellent giveaway products. That’s because they are practical and useful tools to your recipients. And, similar to drinkware or bags, stationery puts your brand at the forefront of your audience, exposing them to your company name and logo with every use of the said items.
Pens
Pens are the go-to promotional product for dozens of companies, and it’s easy to see why. They are small, simple but surprisingly effective. And, even though digital devices are becoming more common than ever, pens are still used to fill out paperwork, write the grocery list or take notes during meetings. Lastly, they are incredibly affordable, providing a cost-effective way to spread brand awareness.
Related content:
The Best Pens to Gift: A Beginner’s Guide
Shirts
Branded shirts can turn your recipients into ambassadors for your business. More specifically, when someone wears your promo shirt, they will advertise your company to nearby people.
However, when purchasing shirts, make sure to choose a neutral colour like grey, black or navy in order to complement your branding and appeal to a broad audience. Furthermore, place your logo and company name in the centre so everyone will be able to see them. And finally, buy a wide range of sizes to accommodate all types of consumers that might visit your booth.
Healthcare Products
Although for some people, the pandemic is no longer a concern, bacteria and viruses are a constant problem. Help your target audience prevent potential illnesses by giving them some useful healthcare products. From antibacterial pens to tissues, there are many certified products that are perfect for distribution at trade shows and similar events. Keep in mind that people will always appreciate brands that put their safety above all else, which is why this is a perfect opportunity to improve your reputation.
Wellbeing Products
Do you want a product that appeals to all types of audiences? Then go for items that people use every day and provide your brand with constant exposure. Body scrub, lotion, and lip balm are all wellbeing products that people usually keep in their purses or glove boxes. Your recipients might even share their hand cream with other people, further exposing your brand to more potential customers.
Webcam Covers
Many workers still attend regular virtual meetings, with some working remotely ever since the pandemic. As such, people spend hours in front of their screens and webcams.
It’s time to help them by gifting a few webcam covers. These simple, low-cost accessories are desired by anyone looking to protect their privacy. Plus, anyone who uses them will see your logo whenever they use their device.
Prepare for Your Next Trade Show Today!
Promotional merchandise is a key ingredient of any successful trade show exhibit. But just like any event, preparation is vital. That’s why you need to start organising your giveaway as early as possible.
So start by researching your audience, coming up with a specific goal, and understanding what makes your brand unique. Then you’ll be able to easily find the perfect promotional product and transform your booth into the main attraction of the show.
You may also like:
25 Welcome Gift Ideas for New Employees
Looking for new and creative promotional product ideas? View our latest branded merchandise! At GoPromotional, we specialise in delivering innovative and effective promotional solutions for your business. Whether you have questions or need expert advice, our experienced team is here to assist you. Contact us today at 0800 0148 970 or send us an email to explore the endless possibilities of promotional products. With our years of industry expertise, we’re the perfect partner to discuss all things promotion!
