A few Universities have done studies on the subject. Most notably, the Promotional Products Association International reports the results of a study done by Georgia State University that was conducted at four trade shows representing the gift, jewelry, dry-cleaning and close-out (housewares, toys, clothing, etc.) industries. University researchers conducted exit interviews at these trade shows, consisting of 18 multi-part questions designed to determine what attendees remembered about the promotional products they received at the shows, their perceptions about the promotional product and its usefulness, and their impression of the companies giving them the product.
The results were good news for marketers. 62.6% of trade-show attendees stated they had received a promotional product. 71.6% of attendees who received a promotional product remembered the name of the company that gave them the product. 76.3% of attendees had a favorable attitude toward the company that gave them the product.
Providing promotional gifts to attendees at trade shows, increases the likelihood of them remembering your company's name and it creates a favorable impression of your brand. A great return for your marketing investment!
So what can promotional products do for your business?
Promotional products can be used as a one-time promotion to grab the attention of and acquire new customers. They are effective tools to inform, remind, persuade and support a company’s effort to increase loyalty and sales, ensuring the continuous growth of your business. When it comes to trade show marketing, you can't beat a promotional product's ability to drive traffic to your booth and create a create a positive image in the mind of the recipient.
Best yet, there are so many unique and creative ways to promote a special product launch or boost your company brand with promotional products. The possibilities are endless and effective.
For an example, Herr Foods was extremely successful in meeting their trade show marketing goals with a unique promotion.
- Drive traffic to the trade show booth;
- Write orders at the booth with existing and new customers;
- Increase brand awareness for the company; and
- Create a positive image for the company in the attendee’s minds.
STRATEGY & EXECUTION: Herr Foods’ decided to promote their company with a trade show booth at an annual vending machine operator’s trade show. The show took place in Myrtle Beach, South Carolina. Recognizing the golfing appeal of the location, Herr Foods hosted a lively, attention-getting golf-themed game in the booth. Booth visitors were challenged to use a golf club to lift a golf ball globe onto a tee as spectators around the booth loudly counted down from 10. Game players who were successful in the 10-second time frame won five cases of Herr Foods snacks. Those who weren't successful were still winners since they got to keep the golf ball shaped globe. Of course, no matter the outcome of the game, the participants enjoyed the game and took home something of value with the Herr Foods logo. While Herr Foods was the big winner, as more and more show attendees were drawn to the booth to see what all the excitement was about.
RESULTS: With never less than 6 and as many as 18 visitors in the booth, this was by far the most active the Herr Foods booth had been in 12 years at this particular show. More importantly, the company sold over 4,000 cases and signed on 12 new accounts both at show itself and immediately after the show. By the end of the show, Herr Foods met all four of their marketing objectives: driving traffic to their booth, writing orders, increasing brand awareness, and creating a positive image for the company. By using a promotional product - a golf ball shaped globe with their logo - and a fun game idea, Herr Foods shot a hole in one with this promotion.
Now, I'd love to hear from you! What's the best promotion you've seen at a trade show recently?
If you are looking to drive traffic to your upcoming trade show booth or see how promotional products can help you meet your marketing goals, give me a call at 847-398-5500 or shoot me an email at dona.blunt@newportpros.com. I'd be happy to consult on a unique promotion for your business.
For more trade show marketing ideas, you might like the following:
Draw More Traffic to Your Trade Show Booth
Creating Trade Show Buzz
A Surefire Traffic Building Promotion for Your Next Trade Show
