Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Promotional Products

Determining Which Tradeshow Metrics to Track Based on Show Objectives

You’d be forgiven for thinking that the main goal of all tradeshow marketing is to grow your business, right? Yes, you’re right. But that’s a general and somewhat vague-sounding goal, so it’s worth breaking it down a bit more.

The main goals for exhibiting typically fall under these categories:

Branding

Lead Generation

Sales

Most everything you can do, whether it’s pre-show marketing, in-booth activities, or post-show follow-up, helps support these three main goals.

To support your Branding efforts, consider the following goals:

tradeshow metrics

Easily recognizable exhibit that captures your brand. How do you measure this? One way would be to survey visitors as they pass through the booth to gauge their feelings on the exhibit.

A trained booth staff that knows and understands your show goals and how to properly interact with your booth visitors. This isn’t something that is easily measurable, but investing in your booth staff by hiring a professional trainer is an expense that can be measured – and I’m confident you’ll see an improvement in critical metrics as a results.

Samples given away – if a lot of people want your stuff, that’s a good indicator. Easy enough to measure.

Social media engagement. Did you get good response from the photos and videos you posted from the show floor (as well as before and after the show)? Compare post count and engagement from show to show.

When it comes to Lead Generation, the following metrics and activities can contribute to the overall success:

Making sure that your lead has concrete contact information and specific follow up details. Count leads and track trends from show to show.

Tracking the overall visitor count. Yes, this is hard to do, but with technology it’s becoming easier. By knowing the percentage of visitors that convert to leads, you have valuable information that can be used at subsequent shows.

Sales Success comes from the follow up and the tracking of the total amount of sales achieved as a direct result of a show. Here’s where it gets a little dicey. Some tradeshow leads will pay off immediately, others in the medium-term and some in the long-term. If you can attribute a sale in March of 2019, for example to a show you did in July of 2016, add the profit earned from that sale to the Return on Investment from your July 2016 show. You probably won’t automatically know this information, especially if your company is a fairly large business and goes to several shows in a year. But by tagging the prospect as someone that first came into your sales funnel at that specific July 2016 show, no matter how many follow up steps it took, if they become a new client and you can attribute the income from them to a specific show, make sure to do so.

TradeshowGuy Monday Morning Coffee, April 30, 2018: Mike Stanton

With so many places to order branded merchandise, how do you know what you’re really getting? Sometimes it takes an expert to help you figure it out. This episode of TradeshowGuy Monday Morning Coffee feature Mike Stanton of Agitprop Productions discussing the ins and outs of tracking down quality promotional branded items.

This week’s ONE GOOD THING: LED lighting!

Responsible for Drawing a Tradeshow Crowd? 9 Top Notch Ways to Spend Your Money

Drawing a tradeshow crowd is the boiled-down essence of the reason for exhibiting at a tradeshow. With hundreds or thousands of competing tradeshow exhibits, every single one of them wants to find a way to draw the biggest crowds throughout the tradeshow. Having a crowd – and knowing what to do with it – is the best path to success in your tradeshow marketing endeavors.

drawing a tradeshow crowd

Given that, let’s take a look at ways you can spend a little money and draw a crowd.

  1. Hire a pro. Professional presenters know what they’re doing. They will put together a short presentation designed specifically to not only draw a crowd but inform and educate the crowd about your product or service.
  2. Have an exhibit that is visually appealing and feels comfortable to walk into. Many exhibits look great but feel intimidating and will turn people away. Does your exhibit invite visitors to come in?
  3. Do consistent pre-show marketing. Letting people know what to expect at your show is one of the keys to getting people to make a special trip to your exhibit.
  4. Have in activity that relates directly to your product. Digimarc’s appearance at the National Retail Federation expo in New York gave attendees a hands-on experience that was unique and unforgettable.
  5. Leverage your social media activity. Make sure that all posts include the show hashtag and your booth number.
  6. Have a famous person in your exhibit. No, you can’t hire the Brad Pitts, George Clooneys or Jennifer Lawrences, but you can hire an author or speaker that is well-known in your industry to draw a crowd.
  7. Have a well-trained and fun booth staff.
  8. Offer food. Yes, at a food show, you won’t stand out that much. But at a non-food show, it can help draw a crowd. One exhibitor I saw years ago at a tech show made smoothies for visitors. Since it took a minute or two for each smoothie to be made, the staff had plenty of time to chat with folks in the smoothie line to determine if they were prospects or not.
  9. Offer a unique giveaway. Promotional items are a dime a dozen, but if you are offering something useful and cool, word will get around.

And remember – once you have drawn a crowd, be sure you know what to do with them!

Tradeshow Giveaways for 2017

Frankly, I don’t know that much about tradeshow giveaways. I tend to leave that to the people I know who have been doing it for years. Maybe it’s easy to pick something out of a catalog and submit an order. Choosing the right giveaway that resonates with your audience takes more thought and insight.

So I thought it might be fun to see what shows up when you search for tradeshow giveaways + blog posts + 2017.

What’s New for 2017?

First, here’s a post from the Delta Marketing Group. It’s a 2014 post that was updated earlier this year. It highlights tech giveaways such as smartphone smart phones, cable dock magnet mounts, keystands and more. There are also several with non-tech items such as socks, adult coloring books and more.

Perry Office Plus offers a look at light-up items, chargers, LED flashlights and others.

EmbroidMe offers a variety of items in this infographic.

tradeshow giveaways 2017

The idea behind tradeshow giveaways would seem to be to make something useful so that they keep the item around for a long time. IAEE looks at some of these items, which included phone chargers, wearable tech and others. If your giveaway is environmentally friendly, it leaves the visitor with a positive impression of your company.

Metro Exhibits looks at some of the best ideas for 2017 giveaways, including keychain LED lights, sports bottles, drawstring bags and more.

Let’s wrap it up with this blog post from Crazy Dave’s Promos, which offers tradeshow giveaways such as USB flash drives, totes and bags, stylus pens and more.

Of course you can easily go online and order tradeshow giveaways. But to me it makes more sense to find a trusted partner that you can work with over time. It’s a good way to keep you aware of trends. This helps you come up with unique offerings that match with what your company is trying to do with tradeshow giveaways.


Twice a month we send out some great deals – and nothing else! Get on the list now – click here!

6 Unforgettable Tradeshow Tips

Here are six random but unforgettable tradeshow tips to take you to a successful tradeshow experience.

  1. Standing out. Your tradeshow exhibit should stand out from others in any way it can. Of course, with hundreds or even thousands of booths trying to attract eyeballs, that may be difficult. But if you realize that every other booth is trying to do the same, you can stand out by being different. That may mean a dynamic color, a hanging sign, bright colors, bold statements and compelling questions in your marketing message.
  2. Freebies. There are right and wrong ways to approach giving away trinkets and tchotchkes. Don’t give something away just for the sake of giving something away. Having a pen with your logo on it may mean something to you, but to a visitor, it’s like every other pen they got that day. If the giveaway is usable and memorable, it may get noticed longer. For instance, a premium giveaway for a special visitor that you’re really trying to sell may mean a metal coffee cup with your logo or something similar. Work with your promotional products company to find the appropriate freebie.
  3. Business cards. When was the last time you went to a networking event or tradeshow and realized you didn’t have enou

    gh business cards? It happens. In fact, it happened to me last week! Plan ahead and don’t forget to take more than you think you’ll need.

  4. 30-second pitch. Most standard sales pitches will be packed with features and benefits, but that is a good way to become very forgettable. Instead, come up with an engaging question, or an introductory question that gets a visitor to stop. Then you can go into a pitch that focuses on how you work with clients: “we help frustrated marketers that can’t find a good graphic designer, or they’re embarrassed by poor printing, or they don’t have an overall program to get their brand image out online – I don’t suppose any of these concerns or challenges affect you?”
  5. Traffic Flow. If your booth is blocked off from the aisle by tables and chairs, people won’t come inside your booth. If they don’t come inside your booth, you can’t have a comfortable conversation with them about what their challenges are and how your product or service may help them. No matter what size your booth, the traffic flow should be a prime consideration of your booth design.
  6. Have fun! Tradeshows are a short-term, high energy commitment. The more fun it looks like you and your staff are having, the more people you’ll attract. And tradeshow are all about attracting people and knowing what to do with them!

Take these 6 unforgettable tradeshow tips and use them to make your next tradeshow appearance a successful one!

35+ Items to Have in Your Tradeshow Tool Kit

What’s in your tradeshow tool kit?

As tradeshow veterans, you probably have your go-to list of ‘don’t forget’ items. So I thought it would be fun to check around and compile a thorough list of things you might at least consider taking in your kit. Whether they are in a travel bag, or (in some cases) in the exhibit crates, the list can get long. The key is to have an item when you need it. And being on the tradeshow floor trying to get a light to hang, or unscrew a tight screw or fix a banner stand, each situation requires a different fix.

toolkit

So let’s jump in and see what people would put on their list.

  1. Pens – ball point, Sharpies, large markers
  2. Tape – scotch tape, duct tape, packing tape, masking tape
  3. Stapler and staple gun
  4. Business cards – more than you think you’ll need
  5. Business card holders
  6. Note pads or post-it notes
  7. Refreshments such as water or soda
  8. Small containers for giveaways
  9. Clipboards
  10. Table cloths or table throws printed with your logo
  11. Backup phone battery or charger
  12. Extra phone cables
  13. Small tool kit with screwdrivers and box cutter
  14. Rubber bands and paper clips
  15. Extension cords and plug-in strips
  16. Small first aid kit
  17. Hand sanitizer and lotion
  18. Breath mints
  19. Snacks
  20. String or heavy duty twine
  21. Cord keepers or plastic zip ties
  22. Zip lock bags
  23. Cleaning supplies
  24. Hand vacuum or portable carpet sweeper
  25. Safety pins
  26. Flash drives, including digital copies of any giveaways
  27. Comfortable shoes!
  28. Promo items
  29. Signage
  30. Name tags
  31. Photos of the assembled booth
  32. Email signup sheet or software on iPad
  33. Samples or giveaways
  34. Staff contact information and detailed travel plans
  35. Copies of all show paperwork (booth #, contract, set-up instructions, etc.)

 

Got it? Good!

 

What Gets You Noticed at a Tradeshow?

After walking the floor of many a chaotic tradeshow, I’m always interested (and somewhat amused) by what catches my eye. And what doesn’t.

So what works to bring ’em in? What is like honey to the fly?

Here, in no particular order, are several things that made me stop and take a look at a product or service:

  • demonstrations: a professional presenter with a 5-7 minute presentation can do wonders for a tradeshow exhibit
  • eye candy: this can be large colorful graphics, something moving (rotating or spinning graphics/wheels/etc), booth babes, anything that says “STOP! LOOK! NOW!” Admittedly, the booth babes drew my eyes but rarely connect me to an actual product!

  • What Gets You Noticed at a Tradeshow

    celebrity: whether it’s Muriel Hemingway or Dr. Andrew Weil or anyone else that catches an eye, a celebrity gives your booth credibility and power – at least to a certain amount of the audience.

  • unusual product: a new or unusual product, even in a lousy-looking booth, can be enough to draw me in.
  • unusual booth design: a stellar, spare, unusual booth design is a very attractive piece. If it’s unusual enough it’ll have people stopping regardless of the product. Again, the product has to be worth the attention or the booth design fails. But with the right combination, POW!
  • giveaways or free samples: a typical giveaway gets me to stop for a heartbeat. A cool/unusual/clever giveaway that ties in with the product gets me thinking. If it’s damn yummy I will come back for more and figure out where to buy the product when I get home.
  • smile: a pleasant smile and non-threatening greeting from a booth staffer does wonders in getting people to stop and examine your offerings.
  • action in the booth: video or audio interviews draw a crowd. A simple camera/microphone set-up makes people curious. Curiosity helps draw a crowd.

The initial goal of your booth is to get a visitor to stop. Once they’ve stopped, they’ve mentally committed at least a smidgen of time to your offerings. From that moment, it’s up to your (highly trained) booth staff to positively engage them, qualify or disqualify them, grab contact info if interested and move them into the sales funnel.

Easy, right?

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Tradeshow Guy Blog by Tim Patterson

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