With the hustle and bustle of the holidays behind us, many companies are looking ahead to the start of trade show season, which provides ample opportunities for distributors to present their clients with a host of items and products that trade show attendees can take back to the office, leaving a lasting impression of the booths they visited. According to SAGE, 51 percent of trade show attendees requested that a sales representative visit their company after the show. This is a lucrative market to target, and leaving the attendee with a memorable giveaway can increase the chances of that post-show follow-up.
According to Scott Thackston of Aprons, Etc., the cost of trade shows is on the rise and it is vital for exhibitors and their products/servces to stand out in the crowded sales environment. "Freight cost to, set-up and back from the shows are at an all-time high, so small lightweight fabric exhibits are growing in importance," he explains. He adds that demand has been very steady, especially with companies that have large sales forces or onsite display needs like retail, insurance or financials. The first two quarters of the year see a strong sales push, he maintains.
Demand for trade show premiums has been strong and consistent, according to Steve Weinstein of EMT. He says that the company receives requests for these items year round, but there is more activity the first quarter. Portability and usability go a long way in terms of trade show giveaways – portability for ease of transport to the show, distribution in the booth and the recipient bringing the item home, he says, adding that usability has become a focus as many promotional products are left in the hotel room at the show.
Thackston also believes that trade show products are a growing segment of promotional product distributors' business, pointing out that each distributor has clients that exhibit at multiple trade shows and public events. As far as trends go, Thackston says that portable lightweight displays with full color digital dye-sublimation fabric graphics are popular. "This makes for a high impact, traffic stopping trade show display with economic shipping and set-up for booth or site workers," he emphasizes.
The trend toward color is also seen at LarLu. Joe Durant notes that art designs on the company's table covers include bright color and full-color artwork. "Because we digitally print the entire surface of our table covers, advertisers are not limited to simple art or size of the imprint like they are for screen printed," he comments. "Printing technology is making a huge difference. Table covers, lanyards, backdrops, are pretty steady during the year." Durant notes that the company sees a bit of a surge during fourth quarter, possibly due to rebranding as the New Year approaches.
Once again, color rules at Halls/ID Line, with Eric Johnson noting that full color is the top trend in badges and tags. "Badges are a great way to communicate with a customer or trade show attendees," he asserts. "You immediately know who is working the booth, their name and if you do the badge/logo correctly, you can communicate an image." He adds that including more information on the tag to make it an information source – such as a schedule of events or a map of the venue – has been extremely popular.
Express-A-Button's Brian Bergler states that demand for his company's products is always high because they are inexpensive. "Our top four products of buttons, balloons, hand fans and pocket screwdrivers are always a nice giveaway product for any event," he comments. "Once you have sold your customer the shirts, banners, and awards for an event, suggest a button. Everyone can wear this inexpensive item a few weeks before the event to help promote and increase participation in the event.”
There is an endless array of items to choose from, like: pens, flashlights, car chargers, hand sanitizers, umbrellas, notepads, buttons, tech products, table covers, screen cleaners, bags, totes, lanyards and ID tags. This year, there are a number of new and best-selling products for distributors to entice their customers with. At PWS, Aracelli Salinas notes the company has introduced a Trolley carry-on bag. "It is ideal for trade shows as it can easily be slipped onto a trolley cart/luggage so you can conveniently place items right into the bag," Salinas emphasizes. "Once the show is done, zip the bag closed and take it with you on the flight back home since this bag can fit perfectly under most air plane seats or on overhead carry on compartments." PWS also offers a laminated Large Expo Tote with a wide shoulder handle that is big enough to fit show giveaways and literature.
At Aprons Etc., new booth packages that save the client on individual display products and make the most visual impact are popular, Thackston says. The company's best trade show seller is its Event Display table covers.
In the tech segment, Promo Loop cell phone straps and hologram lenses for cell phones are new this year at EMT, in addition to the Handy Pan dust pan for commercial, industrial and construction environments. Best sellers are cell phone screen cleaners, Grip-It™ microfiber cloths, survival multitools and Cinch-It™ reusable wire ties, Weinstein adds.
When it comes time to present trade show products to your clients, Durand at LarLu believes it is wise to point out the value relative to the overall trade show cost. "For example, an imprinted table cover is much less expensive than paying for standard draped tables," he elaborates. "Over time, the table cover is paying for itself by eliminating the need to pay for show draped tables. Also, an imprinted lanyard provides the exhibitor with an opportunity to be the show lanyard sponsor. Adding their logo and booth number to the lanyard can drive traffic to their booth!"
Salinas at PWS points out that a majority of exhibitors at trade shows will take advantage of the power of promotional items. "The question becomes how can your giveaway do more for your brand during a trade show?" he says. The answer lies in providing booth visitors with a giveaway that will help them carry the promo items they have collected from other booths, Salinas elaborates. "We all know at some point the number of giveaways collected can start to weight down the enthusiastic show attendee,” he comments. “So be the one to provide them with a giveaway bag they can put all their neat gatherings into! A bag can be just the right item to make a good impression while also giving you maximum exposure as it makes its way around the show floor on your visitors’ shoulders!"
Over at Aprons Etc., Thackston advises that distributors try their entire customer base to find which client has trade show needs, and to not forget the need can even go beyond trade shows to onsite sales meetings, set-up in public venues or travel to recruiting events. Finally, Weinstein of EMT advises to sell ROI, not features and benefits.
SAGE reports that 92 percent of trade show attendees go to shows to learn about what’s new in products and services. Relay this information to your customers and partner with them to present their clients with the trade show giveaways that are best suited to their needs.
Case Study
Steve Weinstein, EMT
A software company wanted to promote its company internationally without incurring heavy shipping charges. This company, headquartered in the U.S., began doing more and more international business. As a way to promote their brand to possible clients in Europe and Asia, they sent them some information about their company and included a Wipe-it Now in every envelope. Because of this gesture, their international sales increased 140 percent. The company even hired new employees for the international expansion.