The following is adapted from a radio interview I did in regards to trade show promotional products for the radio and broadcasting industries. It discusses product variety and selection, logo imprinting styles, and techniques for fine-tuning your goals and targeting the correct audience for your trade show giveaway.
What kinds of products are the most popular giveaways for today's trade shows?
Almost anything, really. There are traditional favorites like tote bags, lanyards, and pens, but it's a mix, too. Companies are trying to be more creative to lure in prospectives. They use items like promotional toys and custom desktop items to make a more fun atmosphere. If you're having trouble with traffic at your booth, order promotional products that people actually need. USB sticks are popular for that reason.
What kinds of products would you suggest exhibitors use to attract the attention of radio broadcasters, engineers, and salespeople?
I think it's all about asking yourself: what's my goal and how do I reach it. Come up with a plan for your promotional product. Make sure your audience will want it, know how to use it, and continue to use it in the future. At trade shows, promotional products are part of the overall experience, so make that experience a memorable one.
If you're at a trade show for broadcasters, engineers, and salespeople, then you need to figure out a way to target each group rather than lump them together. Creativity and functionality are key here, too. I just read an article about a company that gave away scarves at a Chicago news conference. The scarves had little to do with the company but many who attended the conference were from California and not accustomed to winter Chicago weather. I bet a lot of people wore those scarves. Try to make a tie in to your brand that your customers will appreicate.
There's no one correct answer on how to successfully advertise to your target audience. In the same instance, no one would ask an advertising agency what the best ad for a drink company is. There are multiple ways to do it. It again comes down to goal-setting. Figure out who you are targeting and what they like. Promotional products are an extension of your brand, and as much an advertising tool as they are physical products. That's why ePromos tries to understand your organizational goals to enhance your client's opinion as much as possible. But, creativity comes into play as well. For example, a pizza supply manufacturer could give away a pizza shaped stress ball at a trade show, but how unique is that? It gets old quickly. Just because your a car company, doesn't mean your custom items have to be car-related. Promotional products are especially popular with dot-com companies because many don't have a physical product. Therefore, logo items become an extension of their brand and image.
What are the options for branding your logo on a trade show item?
Most items are screen printed, pad printed or embroidered. We also offer laser engraving, embossing, debossing, and more. It varies by product, but we can print one to five or more colors, or you can choose the four-color process printing. Many items have multiple print areas so you can switch up where you put your logo and where you put your message. At ePromos, we know customization is critical, so this is one area in which you can be different and creative. We also have an art department that can communicate directly with you to build the image you want.
What unique and imaginative items do you have?
There's been an exciting breakthrough in our industry lately with many exciting, intuitive, and ingenious products hitting the market. I don't think it's so much imagninative, as it is functional and versatile. For example, we have a keychain with a built in parking time and coin compartment. We also have a floss folder with built-in mirror to check your teeth. We do have some high-tech products, and I've seen some of our offering on blogs like Gizmodo.
What are the priciest products?
The most expensive trade show promotions include brand name apparel, golf products, luggage, executive pens, and some electronics. Many are utilized as corporate gifts. We've had lavish gifts in the past like a kayak and a golf cart, but I believe no one ordered them. It doesn't mean we can't get them again, but we just don't advertise it on our site. Pricey promotional products are definetely a niche. Only about 1% of our products are over $100, and in those cases we're more likely to customize and find products for our clients who want the best.
What's your turn around time and volume requirements?
We get a lot of calls regarding rush orders. My advice is to plan ahead so you get exactly what you want, but we do have about a thousand items that can be produced in a day. Most often, it takes five days to get your order. However, if you do need a rush order, our limit is usually 5,000 pieces. We're excellent at handling rush orders because we do a lot of them.
