Alexis Exhibits

Unleash the Power of PR at Tradeshows

One initiative often forgotten about at trade shows and conferences is public relations (PR). Obviously tradeshows are an excellent way to increase visibility of your company with a targeted audience of potential customers. Most companies are well aware of this and focus their efforts solely on garnering the attention of attendees in order to generate sales leads.

What many companies fail to recognize is the vast potential to also grab the attention of the media covering these events. Magazine editors, writers, consultants, and bloggers attend shows to gather information and become educated on what’s new in that particular industry. They want to know what products are being introduced, what new technologies are emerging, what companies are partnering together, and what new services are being offered.

In order to get their attention, companies must be proactive. Tradeshow organizers engage in promotional activities that include the media so be sure and look for opportunities to get your company included in any pre-show newsletter or press release distributed by show management. Contact the show’s PR staff and ask for any opportunities to contribute industry information or research, or provide industry “experts” at your company to participate in panel discussions, give speeches, or to teach product- or technology-specific classes.

Several months before the show, put together a press kit that includes: a one-page company overview; a press release on whatever you’re introducing at the show; product spec sheets on each product or service; case studies or user stories demonstrating the real-world benefits of your products or services; recent news articles; and a CD of images of your company’s products that the editors can use for publication. Also be sure and include the business card of the person within your company responsible for PR. Put press kits in the show’s media room, as well as in your booth.

A few weeks out, obtain the list of all members of the media who are pre-registered for the event. Contact the key members of the media and schedule a time for them to come to your booth and meet one-on-one with a company representative to get a demo of your product and an overview of your company. Make sure you have something newsworthy to share with them: research findings, significant new technology or products, market news, etc.

If you have significant news to share, you might consider holding a press conference. The show management can assist you in obtaining a room outside the chaotic show floor and can also help with preparations such as food or drink you might want to offer weary members of the press.

Keep in mind that good PR is about building relationships with the media and positioning your company as a thought leader in your industry. If an editor likes you—and as a result, the company you represent—he or she will be more likely to contact you for information or interviews with key personnel when they are writing an article on a topic with which your company can offer some expertise.

How to Choose Effective Trade Show Giveaways

When attendees at trade shows leave your booth, you would like them to leave with a great lasting impression of your company and its products. Giving them a great pitch on your company and an impressive demonstration of your products is an effective way to do that. Another way is to give them something to take home as a way of thanking them for their time and in the process something that will remind them of your company and its products.

These so-called “giveaways,” or promotional gifts can be super marketing tools when chosen carefully. Attendees love the idea of getting something for free, whether it’s a tote bag, a mug or a random ballpoint pen. Note: yes, attendees will take pens even when they are not intended to be giveaways. Gift giving can build goodwill, be an incentive, communicate a message, and create awareness.

Giveaways should be used to reinforce a company name, core benefit, and image, create a positive feeling, remind attendees of the company name, and to obtain contact information of prospects. Be sure that whatever item you choose as a giveaway, make sure your company logo or name is on it. Enhance your positioning strategy even more by including a branding message, slogan, and phone number as well.

So how do you choose the most memorable ones to use as tradeshow takeaways? One good way is to cross-reference your own promotional ideas with retail items that are trending high at the moment. Do this by surfing through gadget catalogs to see what’s being featured. Some item might be all the rage, and while your marketing budget might not be able to splurge on that actual item, popular accessories (a holder, portable speakers, etc.) with your company logo might be.

Also, keep in mind your objective and who exactly will be receiving the giveaway. Will it be used to enhance a theme, convey a specific message, or educate your target audience? Determining a purpose of the giveaway will go a long way towards helping you select the right gift. If you’re still stuck, consider consulting a promotional specialist to help you make the right selection.

Another important consideration will be your budget, as giveaway items will vary greatly in price, with quality, quantity, and special orders all impacting overall cost. Once you’ve determined how much you have to spend, you might also consider ordering the same item for several different shows, as the greater the quantity, the lower the individual unit price will be.

Unique trade show giveaways can help draw prospects to your booth, so make sure your sales prospects know about it in advance. Send them a teaser invite with details of the giveaway, or create a two-piece premium, sending one part out to key prospects before the show and directing them to collect the other half at your booth.

Deploying Online Marketing Strategies to Promote Trade Shows

The Internet is called the “Information Highway” for a reason, as it provides an easy way to quickly to find information on an endless array of topics. It also provides an ideal vehicle by which to educate and communicate with vast numbers of people. For all these reasons, the Internet is a great way to promote your company, its products, as well as its involvement in upcoming trade shows.

Deploying a web-based strategy can help you maximize the chances of trade show success by increasing your exposure and message frequency to your target audience. It’s important to integrate e-marketing techniques to promote trade show participation before, during, and after each event.

Before the Show.

Devote an entire section of your company’s website to highlight your participation in an upcoming trade show or event. Cross-promote this particular page and your site in traditional printed marketing materials, such as brochures, newsletter, or advertisements.

For people who are attending the show, provide an online form for them to fill out to schedule a demo, then follow up by phone to confirm the time. Have another form for people who are unable to attend the show—but are still interested—so you can provide them with information.

Contact the show’s management and seize any opportunities to utilize marketing vehicles it uses to promote the show, such as websites, publications, or newsletters. If the show has a website, look at web advertising, such as banners, links or any type of promotional copy, to lure site visitors to your site.

Generate some pre-show buzz by promoting a contest, quiz, drawing, game or other incentive on your website. Contestants should be directed to your booth during the show to receive their prize, find the answer, etc.

During the Show.

Promote your online marketing resources. Ask visitors to your booth for contact info so you can add them to your online distribution list for newsletters, e-zines, etc. These online resources provide them with helpful tips so be sure and present this as an opportunity for them to receive something of value, not just advertisements and junk email.

Give the winners of promotional contests or quizzes some face time on your web site. Highlight photos of winners collecting their prizes at the show. And, let visitors to your web site who were unable to attend the event register for contests, drawings, etc.

Update your web site with daily highlights from the show. Include news, product launches, customer interviews, speaker summaries, etc., to keep everyone who couldn’t attend the event up to date.

After the Show.

Update your web site immediately. Add streaming videos of product demos or customer testimonials from your exhibit. Your customers can often tell a more compelling and credible story than your sales people by explaining how your company’s product solved a problem for them. Prospective customers often can relate to your other customers because they possibly share the same problems, concerns, and issues that need to be resolved.

Integrate new prospect email contact info into your database to develop an ongoing web-based communications program that includes email, e-newsletters, e-zines, and other important corporate announcements.

Make sure your site is continuously updated and stocked with valuable, useful content for your existing users and potential customers. The web is an excellent place to gather information about new products and technology. Seize the opportunity to use your web site to position your company as a thought leader in its industry.

Long after the Trade Show is Over Where Will the Swag Be?

Swag is a part of the DNA of every trade show booth. Some items have been worth their weight in gold, due to the attendee’s reaction to them, while some were a waste of money. Will the promotional product make it home or will it be left in the hotel room? There are many questions which should be posed and answered as you consider the worthiness of this endeavor.

The ultimate question is: does that Tchotchke really matter, and will it move the person along the sales funnel? Depending on your target market and what they expect, answers can vary. Below are some questions to consider when reviewing the options for your giveaways.

Questions, Ideas to Consider When Choosing a Tchotchke

  1. How useful is it? Is this item something you would truly use after the show is over?
  2. How does this piece relate to your company and its brand? Will it reinforce your brand image?
  3. How can this swag be tied to the overall booth theme?
  4. Will this item be kept at the recipient’s office? Or is it a fun item that will be given to someone at home, like a child?
  5. Is there a way that this item can share your unique sales proposition?
  6. Can this item easily go through security at the airport?
  7. What types of conversations can the booth staff build around this item as it is being given away?

All of these questions should be reviewed to determine what to choose or pick out. Unfortunately, due to the hurried nature of getting ready for a show, the selection of the “right” promotional product is at the bottom of the list of tasks to accomplish.

Kathleen Hanover has written a post titled: Trade Show Marketing Tip: How To Choose Smart Swagwhere she presents a great idea:

“Let’s say your company sells a breakthrough solar panel that is 27% more cost-efficient than anyone else’s. Why not give away a small, solar-powered calculator? And what if that calculator had a formula printed on it that the recipient could use to calculate her cost savings over your competition? (Needless to say, it would also have your logo, tagline, and other pertinent details.) The possibilities are endless.”

Think about two different types of giveaways. Use a less expensive, but effective, giveaway for the freebie vultures for those people that come by your booth looking for the free giveaway. Don’t totally discount these people because they may actually just be trying to get your information and the giveaway will cause them to think of you whenever they use it. The second giveaway should be something a little nicer. It is a reward and thank you for a visitor stopping and engaging in genuinely interested conversation regarding your product. You definitely want to give them a reason to remember you.

Consider a Charitable Gift Rather than Swag

Depending on the audience at the show, a contribution to a charitable cause might gain more recognition for your firm than a giveaway. The show might have a cause they are supporting, like a food bank or a local animal shelter. You could coordinate your efforts with the show to add your contribution along with theirs. Let the press know what you are doing in lieu of spending money on giveaways and you might be able to gain positive exposure for your efforts. The press would be seen by show attendees and those who are not there.

Choosing the appropriate gift is often on a trial and error basis. Consult with a promotional products expert to discuss the wide range of options at your disposal. They can guide you in selecting the right item which will meet and possibly exceed your goals. Walk the show aisles to see what other exhibitors are using. You might see something which can be used for another show.

The good news is you have many options to choose from which can allow you flexibility in meeting budgetary considerations. What has been a great giveaway for you in the past?

Make your Trade Show Exhibit a PR Showcase

Every trade show is a public relations opportunity.

Your Trade Show Exhibit plan should be designed to target your target customer markets and the event, but here are a few tips that will help you make a PR impact.

Determine your PR objective

The best PR efforts have a singular, focused objective. Are you trying to increase awareness of your company’s products, services and/or brand? Are you trying to reach new prospects? Do you want to expand your distribution channels and recruit new distributors or dealers? Are you most interested in maintaining a presence and enhancing your company’s visibility?

What is your news?

If you want press, you need to create a story, you need to have a news hook. Are you introducing a new product or service? Has your company achieved a new milestone?

If you do not have news, looks for ways to create news value. For example, did your company recently complete a new research study about the industry or your products, and can you release some of this information for the first time at the trade show? Can you provide insight into current industry trends?

Build media interest before the show

Look at past events and see how much press coverage exhibitors received. Generally, national and international industry trade shows and conferences get the most coverage. Before the show, contact trade and local reporters who are likely to cover the event. Also, connect with any media representatives who are pre-registered for the show. Your overall goal is to secure media interest in your company, and if possible, schedule interviews during the show.

Work with the event organizers

Most trade show organizers engage in media promotion throughout the year. They are often the best source of information about who will be covering the show.

Put together a press kit

At least a month before the show, put together a press kit. Include information about your company, products and services, performance reports, past articles, key executive bios, and other material that will help reporters feature your company and your products. Include one press contact in your press kit.

Arrange to have your press kit in the media room or delivered to reporters. And, always have a few extra copies in your trade show booth.

Issue a press release from the show.

Make your news the focus of the press release and include a senior executive as the contact from your company.

A carefully planned tradeshow PR strategy can help you attract positive press coverage at your next trade show. It can also make your trade show exhibit investment more productive.

Calculating a Trade Show’s ROI

Exhibiting at trade shows is a costly and time-consuming marketing activity. Though that is indisputable, the costs are often more than recouped when the show is a success and your company leaves with many promising sales leads that can— with proper sales follow-up —be converted into future customers.

roiSo how do you determine whether a trade show was a success and worth the expenditure? In order to determine if the cost of attending a show was justifiable, you’ll need to calculate the show’s return on investment (ROI). In this case, ROI is the gain or loss from the money spent on various marketing activities (tradeshows, sales promotions, advertisements, etc.) that are intended to drive sales.

Calculating ROI is pretty straightforward. You simply divide the gross sales dollars resulting from the effort, in this case a tradeshow, by the cost spent to execute it. For example, if your company generated $600,000 in gross sales as a result of sales leads generated at a trade show event and it cost $150,000 to attend.

ROI: $600,000 ÷ $150,000 = 4

ROI is expressed as a ratio so it would be 1:4, which means for every dollar invested, your company got back four dollars. The tricky part is that it’s very difficult to determine exactly which sales leads from tradeshows resulted in actual sales. So in this case, you’re estimating ROI, not calculating an actual ROI.

In order to estimate ROI from tradeshows, companies use a variety of methods. Some companies have determined through past experience the average number of qualified leads it takes to get a specific number of opportunities to pitch to potential buyers, and how many of these will ultimately result in a sale.

The number of presentations that close in a sale are known as the “close ratio.” Over time, a company will be able to compute an average close ratio. Once a company has determined a close ratio, it can use leads generated at a show to estimate potential ROI from that event.

Another way to estimate ROI is to perform a sales conversion study. This is a controlled interview technique that is conducted via email or phone within a few weeks of an event. The intent is to uncover buying intentions and purchasing time from a pool of qualified leads collected at an event.

ROI: Gross dollar buying intentions ÷ cost of the event and the cost of the survey = Potential ROI

Don’t overlook the soft benefits

While you are calculating the dollars and cents, don’t forget to consider the benefits of exhibiting that can’t be expressed in numerical terms, like:

  • Strengthening relationships with current clients.
  • Increasing brand awareness.
  • Consumer education efforts.
  • New product introductions.
  • Investor relations and improving perception of your company in the financial community.
  • New market introductions.
  • Public relations including editorial coverage.
  • Competitive intelligence.
  • Customer insight and research.

Though measuring exact ROI is difficult, these techniques can help you estimate your possible return using information that is more easily accessed from your internal sales groups. Using a projected ROI is a great way to strengthen reported results from tradeshows as well as to increase your credibility with upper management.

How to Make Your Trade Show Booth Stand Out

Exhibiting at a trade show is a marvelous way for your company to capture the attention of its target market in order to introduce a new product or service, generate valuable sales leads, get media attention, or sell products. Garnering that attention, however, can be tricky when your booth is amid hundreds of competing booths, each staffed with eager employees trying to grab the often-fleeting interest of passing attendees.

standoutSo how do you make your exhibit stand out? Research shows that exhibitors have mere seconds to grab the attention of attendees, often weary and overwhelmed by the vast number of booths. You can’t meet your tradeshow objectives unless you get those folks in your booth to hear your pitch, so exhibitors must always be on the lookout for new and creative ways to make their exhibit stand out.

One way is to walk the show floor and take note of what other exhibitors are doing with their trade show exhibits and displays. Notice what types of marketing strategies they are using to attract booth traffic. Also, pay attention to what booths seem to be drawing in the largest number of attendees. Is there an enticing giveaway drawing in hordes of people? Ask attendees that have stopped in your booth which exhibitors’ booths they were most drawn to and why.

Leverage your relationship with your display provider as well. They often can offer specific expertise on what has proven successful for other customers as far as boosting traffic. It is their job to stay on top of the latest in exhibit design, event strategies and promotional trends.

Another potential source of innovative ideas are trade show associations and industry consultants. The Center for Exhibition Industry Research (www.ceir.org) is another great resource for ideas on how to increase your tradeshow exhibit’s visibility. Once you have developed some new strategy ideas to boost booth traffic, lead generation and possibly sales, just make sure they all align with your company’s brand positioning.

Here are a handful of promotional ideas to draw in visitors to your booth:

Entertain them. Magicians, caricaturists, and celebrity look-alikes are sometimes cheesy but often effective in grabbing the interest of attendees, giving your booth staffers an opportunity to strike up a conversation.

Photograph them. Take a digital photo of visitors and superimpose them on unique backgrounds, such as magazine covers to create a memorable takeaway. Or use the image to perform a virtual makeover, so visitors can see what they would look like in various hairstyles or clothes.

Let them play. Provide a chance to play virtual sports, such as golf or baseball using simulation software systems. Winners take away balls with your logo printed on them.

Feed them. Weary and often hungry trade show attendees tend to flock to booths offering free food, coffee or beverages. While they are munching or sipping, make sure your booth staffers introduce themselves and give them the two-minute pitch.

Reward them. Offer an incentive to stop by your booth. A creative giveaway— with your logo and marketing slogan on it—could include tote bags, laser pointers, memory sticks, apparel, golf tees, pens, coffee mugs, etc.

Give us the opportunity to help you find the best way to stand out on the show floor, among other things – we are confident that you’ll respond in much the same way as these happy clients attest.

Let’s talk.

The Tradeshow Survival Kit

When planning to exhibit at tradeshows, it’s impossible to forget the big items, such as your display, accessories, banner stands, banners, signs, and your booth staff. Unfortunately there are many other small items that need to be brought along with you that often fall between the proverbial cracks when packing for a tradeshow. Often, these small items can cost a ridiculous amount of money when you have to resort to buying them on-site or extremely inconvenient when you have to go off-site in search of them.

So to make it easier, we’ve compiled a list of items that you shouldn’t leave the office without when en route to a tradeshow. Most are small enough to either be brought in luggage by a staff member or shipped in one box to the event or to your hotel.

Tradeshow survival kit items include:

An extension cord. Will come in handy when you realize how far equipment or lighting is from the nearest outlet.

Scotch, Gaffers and masking tape. Can be used from everything from holding down a tablecloth to sealing boxes for shipment.

Stapler. What good is a stapler without staples? Pack extra!

Paper clips. What can a paperclip not do?

Velcro dots or strips. Use to adhere signage to you’re the walls of your display, hold up banners or keep tablecloths in place.

Sewing kit. Prevent wardrobe disasters with this handy kit.

Safety pins. MacGyver once saved the world with a safety pin and a rubber band. Enough said.

Push pins. Use to hold signage in place, posts messages or notes, or awaken sleepy staff.

Black permanent markers. Use for labeling boxes or marking items that you don’t want walking away.

Blue, red, and black pens. Yes, attendees steal pens so pack plenty.

rubberbandNotebooks or pads of paper. Keep notes, reminders for staff, etc.

Rubber bands. See safety pins.

Small hammer and screwdriver. You don’t want to have to rely on on-site employees to loan you these handy essentials.

Spare pair of eyeglasses. Would be a really inconvenient time to not be able to see.

Wrist watch. Very important to keep scheduled meetings with the press or customers running on time.

Aspirin, Ibuprofen or other medications. Headaches are common at tradeshows due to late nights, over-imbibing, and lack of sleep.

Tissues. You never know when you’ll need these.

Paper towels. Prevent food or drink spills from ruining equipment.

Garbage bags. Especially handy when cleaning up after show is over.

Hand sanitizer or wipes. Shaking hands is a great way to make a good first impression, but it can also be a great way to catch a cold or other illness.

Alka-Seltzer. Plop, plop, fizz fizz…relief.

Throat lozenges. Everyone’s voices will be tired and sore from all the talking and dry air at tradeshows.

Lip balm. Indoor dry air and lots of talking equals chapped lips.

Eye drops. Won’t make up for lost sleep, but will help.

Comfortable flat shoes. Sure heels make you look great, but after hours of standing up, you’ll be happy you packed a more comfortable alternative.

Stain removal wipes. That meatball sub seemed like a good idea.

Granola bars. Perfect for a quick nourishment break.

Mouthwash or breath mints. Everyone has been trapped into talking to someone who has “death breath.” Don’t be that someone.

Extra batteries for equipment. This is one of the many items you’ll pay an arm and a leg for at the conference center’s gift shop.

Small digital camera. Take pictures of your booth, empty before the show to best show signage, displays, etc., and again while it’s filled with eager attendees for future promotional uses.

What’s on your must-have list? Share in the comments section.

Trade Show Success Strategy: Pre-Show Promotion

About 75% of show attendees plan booth visits before the show starts. Surprisingly, research studies have also found that most exhibitors do not do any pre-show promotion. If you want to have a really successful show, you need to be part of their pre-show plans.

pre-tradeshow planPre-show promotion is inexpensive and often can just be an investment of staff time. Here is an example of how one trade show pro promoted his business before the show.

The VP of Sales for a furniture manufacturer stays ahead of his competition by having his sales team call every customer and key prospect before their most important annual show. They do not use the Trade Show attendee list; they call their entire target customer list. The sales team uses the upcoming show as a reason to call all of their target customers. The call is an invitation to a company-sponsored breakfast reception which has become an annual event at the show. When they learn that someone plans to attend the show, they take the opportunity to make sure they have the target customer’s current cell phone number so they can reach them during the show. They follow-up with two personalized e-mails to people who have said they will attend. Target customers, who are not attending the show, also receive two e-mails plus are sent a “breakfast in a box” gift along with information about the season’s new line of furniture and show specials.

The company uses a similar strategy for every trade show they attend: A phone call and follow-up emails to attendees and target prospects who are not able to attend the show.

It’s a simple plan. It’s easily executed by the sales team. They are careful not inundate their prospects and customers with lots of unwanted emails and promotional materials.

This well-orchestrated pre-show promotion has significantly increased the number of qualified leads generated from the show and has resulted in improving the ROI on the company’s tradeshow budget.

How can you put together a pre-show promotion that is successful?

  1. If you do not have a target customer list to contact, make sure to get the list of show attendees as soon as you can from the show staff. If you can get additional information about attendees that will be useful in quickly identifying prospects, make sure that it is included.
  2. Structure your pre-promotion campaign to start to build a relationship with your target customers before the show.
  3. Make sure that all materials and communication are professional and consistent with your company’s brand image. Design everything so that it is consistent with the graphic experience that your company will present at the show.
  4. Explore options for cost-effective pre-show communications in planned trade show mailings or emails.
  5. For major shows that have high traffic websites, think about online banner advertising. But be cautious about investing much of your budget in banner ads.
  6. Include a call to action that involves a commitment to meet during the show or to visit your booth at a set time.

Pre-show promotion takes some time and effort. It will increase your workload. But it will increase the number of qualified leads and sales that you get from the show. It gives you the opportunity to pre-sell your business. And it helps you focus your time and effort of the most important prospect versus anyone who wanders by your booth.

Do you have a pre-show promotion program? Have you found pre-show promotion is worth your investment?

Replacing Trade Show Giveaways With Promotions – Selecting a Great Premium

You have designed the perfect promotion and it requires a giveaway. How do you select a premium that builds on the promotional message, has high-perceived value among your target prospects, and is consistent with your brand position?

Set Your Budget

The first questions you need to ask are, “How much can I spend to reach a new prospect or make a sale?” and “How many premiums do I need?” The price range for trade show giveaway items is enormous. Timing, quality, order quantity, and special orders all affect the price. Since you will save a lot of money per unit with a larger order, try to find an item you can use for a number of shows.

Do a Brainstorming Search

red check in black boxOnce you have a budget, limit your search to items that fit within your budget. Look for items that extend the promotional message and support your brand. Look for items that are relevant to your target and related conceptually to your business.

Look beyond premium websites – pick up the phone and call a couple advertising specialty firms. Describe your promotion and give your budget requirements to a sales rep. Let them get back to you with some promotional item recommendations.

Use your favorite online search engine and search for items that are related to your promotional theme. Almost any item can be labeled, imprinted or packaged with your logo. Don’t restrict where you look for ideas.

Ask coworkers for ideas.

Here are a few idea starters:

  • Your goal is to select an item that is useful and has real value to your prospect.
  • High impact, low-cost premiums are informational items related to your product – article reprints, special reports, free audio or video download codes that can be redeemed on your website, or computer software. Other more expensive informational premiums include industry-specific DVDs and books.
  • If an informational premium isn’t suited to your business and target customers, consider a specialized tool, something that will make your prospect’s job or life easier.
  • Seasonal items have high impact at the beginning of the season – summer items are great ideas in May and June, but far less effective in August.
  • Tote bags – everyone at the show will be on the lookout for a really great tote bag. Avoid the economy or value tote bags – they will be passed by or discarded when attendees are offered quality bags. This is a nice addition to an informational premium.
  • Inexpensive items can be appealing if they are high quality and useful. For example, a tin of quality, mini breath mints is a popular item at B2B shows.
  • Items that incorporate new technology are popular everywhere. For example, LED flashlights are a highly valued item.

Put together a list of candidates

First, put together a list of all the possibilities then cross off the following items:

  • Eliminate low quality items. It is better to skip the free gift than to give a valuable prospect a pen with your logo on it that doesn’t work or leaks all over their hand.
  • Avoid generic premiums that have nothing to do with your business except your logo: sports water bottles, pocket office kits, picture frames, etc.
  • Give away items that people can not easily transport home. If most attendees fly into the show, avoid large items like golf umbrellas or breakable items.
  • Forget about heavy and bulky items unless you plan to deliver them to your prospects’ offices later. Just think about carrying this item around the showroom floor for hours then bringing it home on the plane.

Selecting the item

Now comes the fun part – picking the item. Look over your list and see if a few items really support the promotional theme and desired brand position. Pick the top 3 to 5 items.

Review the finalists with your sales team and a few of your customers to see if there is a consensus pick. If you have a tie, select the least expensive item.

The finishing touch

Make sure to incorporate your message on the item. Have it imprinted, labeled or packaged with your company logo, name and contact information. Don’t let there be any doubt where it came from.

Everything in your exhibit has to work to build your brand and acquire new business. A trade show premium is no exception. If it isn’t winning you new customers, take the money and put it to good use closing sales.