Look around everywhere in your home and office. All those “things” you use were guaranteed to have made appearances by their manufacturers at a trade show.
In addition to large, national shows, like the Consumer Electronics Show, there are thousands of regional and local events, many of which are important events for local businesses. Additionally, many charitable foundations host “taste of” events, featuring local restaurants, breweries and wineries – so, yes, your local establishments are prime for promotional products to boost their efforts at and after these events.
Many have begun to wonder whether widespread technological advancement has made trade shows obsolete: with the easy availability of information and communication, is there any need for face to face events? Absolutely!
“Shows are a big investment – booth space, freight / drayage, airfare, hotels, etc.,” says Joe Durand of Larlu. Overall, for a client, a successful show includes clear branding in the booth – printed table covers, signage, and a clean looking booth; and some type of creative traffic builder to attract attention in the booth, such as useful items given away like micro fiber screen cleaning cloths, bling lanyards, erasers, etc. Remind clients who intend to invite key customers (large, significant accounts) to provide those VIPS with a gift at the booth for showing up.
Eric Johnson, MAS of Halls & Company/ID Line, states that the most important idea behind a trade show is the ability and goal to build strong relationships. The best way to accomplish this, he explains, is with a well-designed and readable event badge, which immediately projects the person’s name and position, allowing the attendee more comfort in approaching to ask questions.
“ID Line’s Event tags can accomplish this and can be printed two sided so that one side is not blank,” he describes. “Everyone knows that the blank side is always the side that ends up showing – so get rid of the blank side! We now carry a wide range of options and price points and we can also print QR codes and Imbedded Digital codes that can be scanned but not seen.”
When it comes to booth display, Scott Thackston of Aprons, Etc. observes that not only are attractive and effective displays appreciated by your exhibitor clients, but also by other exhibitors and show attendees. He suggests using a dye sublimation imprinting process helps create a real wow-factor display. “As show costs have increased and available manpower has decreased, we find more exhibitors opting for smaller booths. This presents the challenge of being seen as visitors walk down the aisles. Dye sublimation, and the creative opportunities it provides, helps exhibitors and their messages shine!”
More clients that exhibit will likely do so at smaller events. Thackston notes that there are many trade shows that are table top shows instead of full booth displays, so Aprons Etc. has introduced its new Table Top Sign Banners, which provide your client-exhibitor “greater visibility in a small space since it features an over the table impactful space for the client’s message and logo while keeping the valuable space on top of the table free for other uses,” he describes.
Johnson points out that booth appearance has gone from suit and tie to logoed apparel and custom name badges, which can increase your sale with garments. “Why wear or match every other exhibitor on the show floor? When attendees are walking for miles, an exhibitor needs to find a way to stand out and be remembered, and the booth staff are the ones that make that happen. So dress them professionally and make sure the guest knows who they are talking to at the booth,” he advises.
Giveaways, meanwhile, should reflect some aspect of the client’s unique corporate personality, or the new product/service it is launching and therefore spotlighting. The question becomes, “How can your giveaway do more for your brand during a trade show?”
There is an endless array of items to choose from, like tote bags (always a favorite), pens, flashlights, car chargers, hand sanitizers, umbrellas, notepads, buttons, tech products, screen cleaners, mints, lip balms, and much, much more, depending on those attending the event.
CASE STUDY
Scott Thackston of Aprons Etc.: “A distributor’s client was a major university. They purchased table covers and banners for each department for an on-campus visitors day, then used them separately throughout the year as each department attended and sponsored separate events. For a university / college, there are many opportunities including the Marketing, Alumni, Athletics, and Academic departments. Each with a different buyer, so ask for and get referrals!”