Tradeshow Marketing Expert & Dynamic Public Speaker/Trainer

February 4, 2020

The Pros and Cons of Giving Out Free Gifts

This is a guest post by Rodney Laws, Editor at Ecommerce Platforms.

We’re all familiar with tradeshow swag. If you’ve been through a hectic stretch of tradeshow attendance, you’ve surely lurched back to your vehicle of choice with a heavy bag of assorted items — and if you’ve ever presented at such a show, you’ve most likely opted, or been told, to hand out some products (free of charge).

It’s a long-standing staple of the industry, so you might think it’s inevitable, but you have a choice in the matter. Don’t want to offer free gifts? You don’t have to. If you’re on the fence, though, you might be looking for a nudge in one direction or the other. So what should you do? Cover your stall in tempting swag, or leave it bare and focus on the reason why you’re there?

To borrow from ecommerce parlance (it is my industry, after all), it’s like the delicate matter of landing page development: you can have a generic landing page that doesn’t impress or offend, or you can build a custom landing page that differs from the competition in ways that may delight or frustrate. Neither option is perfect. Either can go wrong.

To help you decide what’s best for you, here are the pros and cons of giving out free gifts. Consider them my gifts for you (have I tipped my hand there?).

Why you should give out free gifts

All those tradeshow presenters can’t be totally misguided in breaking out the swag bags. Here are the main reasons why you should dish out the goods:

They can easily be branded. You don’t need to hand out generic items that will get thrown in bags and immediately lose any association with you. If you do it well, you can give out branded gifts that get across your brand identity and possibly your brand message too (it depends on how much space you have for text and visuals).
Tradeshows can be dry. As much as professionals will get hyped-up ahead of a tradeshow, the energy can run out quickly if exhibits are dull and they drank too much the previous evening. But free gifts will always get attention — and even if that attention is brief, it’s better than no attention at all.
You can get quite creative. Pens are always useful, but you don’t need to offer pens. If you can think of something portable and not overly expensive, you can make it a free gift, and that gives you a lot of creative scope. Look at what others are doing, and come up with something different.
People often expect them. Unfortunately, the precedent of free gifts at tradeshows can make life hard for those exhibitors who don’t have any. It might be viewed as indicative of a lack of effort, or even a cheapness that bodes poorly.

Why you shouldn’t give out free gifts

That something is popular doesn’t mean it’s sensible. Here are the main reasons why you shouldn’t give out free gifts at tradeshows:

The ROI might not be there. While it’s great to get plaudits for the quality of your swag, you need meaningful ROI for the process to be worthwhile. If you keep handing out products and getting less value in return than you spend on them, then you’d be better served not giving out any gifts at all. Sometimes there isn’t much point.
You can make it a selling point. If you just have an empty stall, no one will care, but if you make a point of your lack of free gifts — you could make it a stand against plastic use, for instance, or simply explain that your brand is so good that you don’t need gimmicks (this is itself a gimmick, of course, but don’t mention that) — then you can get the same kind of attention at no cost.

Overall, then, should you bother giving out free gifts? Well, it depends on whether you think there’s ROI to be yielded. If you can choose the gifts well and make them actionable somehow, they can prove quite fruitful. Here’s my suggestion: try to come up with a smart free gift strategy. If you devise one, use it. If you don’t, forget the gifts. Simple!

Rodney Laws is an ecommerce expert with over a decade of experience in building online businesses. Check out his reviews on EcommercePlatforms.io and you’ll find practical tips that you can use to build the best online store for your business. Connect with him on Twitter @EcomPlatformsio.

February 3, 2020

TradeshowGuy Monday Morning Coffee, February 3, 2020: Jim Wurm

The first time I walked “backstage” at a tradeshow, I realized how nuts it really was. A thousand different things going ten thousand different ways. Thousand of exhibitors, laborers, electricians, forklift operators, scissor lift operators, and so much more are all involved in an elaborate dance that takes place over a few days until opening day when everything looks perfect. Then once the show is over the same crazy dance happens in reverse.

Most people don’t think about what goes on behind the scenes, as long as it happens and their exhibit looks great for the show. But, oh, the things that have to happen for the show to take place.

For this week’s TradeshowGuy Monday Morning Coffee, I sat down with Jim Wurm, Executive Director of the Exhibitor Appointed Contractor Association. The EACA is the main organization that advocates for all of those behind-the-scenes companies and employers. And there are a lot of different ones. Really good conversation and yes, I learned quite a bit:

Find the EACA here.

This week’s ONE GOOD THING: the full Kobe Bryant tribute put on by the Los Angeles Lakers Friday night before they played the Portland Trailblazers.

January 30, 2020

Guest Appearance on Power Up For Profits Podcast

I’ve known Kathleen Gage of PowerUp for Profits for years and she recently asked me to be on her podcast. Like me, she posts both audio on her podcast page and video on her YouTube channel. Kathleen knows how to get to the center of what is helpful to listeners, and this time was no different:

If you’d like to click through to the post that is specific to this interview, click here. She has broken down the conversation into the topics we covered, including Foundation for Success, Follow Up, Make Your Booth Time Engaging, Pre-Show Marketing, Swag and more. We covered a lot of ground in a short conversation.

Visit Power Up For Profits here.

January 28, 2020

5 Must-Do’s for Successful Tradeshow Marketing

I sat down with a long-time colleague to be interviewed this week and to prepare I put a list together of the 5 must-do’s for successful tradeshow marketing. We didn’t go over the whole list because the conversation took its own path. But I thought – hey, it’s a good list! Here it is:

Have an exhibit that draws people in.
1. We could go into this in detail, but your graphics and messaging should clearly tell people at a glance:
  1. Who you are
  1. What you do
  1. What problem you solve for them
Have a goal. Share that goal with your staff.
1. Brand awareness
1. Sales
1. Generate leads
1. Add distributors
1. Reach new markets
1. Launch new products or services
1. Find new hires
1. Meet current customers, partners and distributors
Have a well-trained staff
1. Your staff should know how to greet people
1. Your staff should know the products or services
1. Know how to gather the proper information for a good lead…which leads to…
Know what a lead is…
1. A lead is NOT a card in a fishbowl
1. A lead is someone who qualifies
  1. They’re looking to buy what you’re selling
  1. They have a budget
  1. They know when they’re going to buy
  1. They have the power to make a decision
1. Once a lead is qualified, the follow up is critical
Follow-up:
1. Gather the right information
  1. Name and contact
  1. When is the follow up
  1. Where is the follow up
  1. Who is doing the follow up
  1. What is the follow up: sending a brochure, sample, in-person meeting?

We did get to a few of these, and they were good talking points throughout the conversation. One she produces the interview and gives me a link, I’ll make sure to include it in a blog post soon!

7 Questions You’ll Never Ask Your Exhibit House (Free Report)

January 27, 2020

TradeshowGuy Monday Morning Coffee, January 27, 2020: Taking a Stand

How does taking a stand on what might be a controversial issue affect a business? Are there places where you can take a stand and make your viewpoint known without stepping into controversy? This week’s TradeshowGuy Monday Morning Coffee takes a look at taking a stand:

Podcast referenced in this week’s episode:

Chris Hayes’ “Why Is This Happening?” featuring an interview with ESPN’s Howard Bryant.

This week’s ONE GOOD THING is actually two things.

Oregon Ducks Women’s Basketball Team

Oregon State Beavers Women’s Basketball Team

January 23, 2020

Is Rented Furniture Your Best Choice?

Many clients I work with struggle with many of the bits and pieces of their tradeshow exhibit, including furniture Some clients prefer to own a handful of stackable chairs that stay in their exhibit shipping crates when not in use. Others like the idea of having a fresh new look and budget for furniture rentals every show.

There’s no right or wrong answer. It’s just whatever works best for you.

Certainly, there are pros and cons to renting an exhibit, which is a bit part of any exhibit house’s overall business. Same with furniture. Let’s look at some of the pros and cons.

Pros – Advantages of Renting:

Selection: Furniture rental companies are vying your business just like any other supplier. And to remain competitive, their selection has to be deep and wide. Which brings us to the next thing:

Shiny new: Renting furniture means you’ll get a piece that has only been used a few times, if at all. There’s a lot of turnover in the furniture rental industry and to stay on top, companies have to offer high quality. Which means that they are offering their best. If you get a piece of furniture that is scuffed or damaged, chances are you won’t use that company again.

Ease of use: This is one of the biggest drawing cards. Most furniture rental companies have warehouses near the major metro areas. When you rent chairs, tables, sofas, loveseats or whatever, it shows up at your booth space. At the end of the show, you just leave it there and the furniture company picks it up. And most bigger shows will have a local rep on site to deal with any issues that come up.

Damage: your furniture will get tossed, bounced, dropped and damaged eight ways from Sunday. It’s the nature of the tradeshow world. And after a while, it gets old and worn out.

Storage: when you rent furniture, you don’t have to pay to store it.

Shipping: when you rent furniture, you don’t pay to ship it. It just shows up. The price is all-inclusive.

Cons – Advantages of Owning:

Less Cost: not necessarily a negative, but weigh the cost of renting furniture a half dozen times over a year vs owning and storing a set of furniture, and undoubtedly the cost to rent that many times will be higher than purchasing something and using it six times.

Storage: If you have sufficient storage space and the chairs fit in your shipping crates, you don’t have to worry about them.

No Surprises: When you own furniture, you don’t worry about renting something turns out to be different than what you expected.

Less Hassle: Don’t have to deal with yet another vendor.

Is renting furniture the right thing for you? Talk to your exhibit house. No doubt they work with at least one good furniture rental vendor that can answer your questions.

Check out our selection of rental furniture at TradeshowBuy.com.

January 22, 2020

Shake it Up

Seth Godin’s go-to phrase is “Go make a ruckus.”

Webster’s defines “ruckus” as “a disturbance or a commotion.”

A disturbance can be good or bad, depending on your viewpoint and the circumstances. The word “disturbance” is non-judgmental. “Commotion” is the same. It’s not necessarily inherently good or bad; positive or negative.

But you can insert your judgment into your ruckus, into the disturbance or commotion you make.

Nick Woodman at Outdoor Retailer Summer Market 2009

At tradeshows, GoPro’s Nick Woodman used to famously create a commotion by standing on a table, hooting and hollering, gathering people around, showing off the GoPro camera and give away prizes. The company’s market cap zoomed to almost ten billion dollars before coming down to earth. Along the way GoPro created a new category in the digital camera world. Now that’s a ruckus. That’s one way to shake it up.

Meduri Farms decided to invest in a new island exhibit and double the size of their footprint at the International Food Technicians Show. Their first time with the new exhibit they tripled their leads. That’s another way to shake it up.

Dave’s Killer Bread dedicated much of their branding space at 2019’s Natural Products Expo West exhibit to the idea of giving felons a second chance. That’s yet another way to shake it up.

Dave’s Killer Bread at Natural Products Expo West 2019

There are plenty of ways to use your tradeshow space to shake it up, to make a ruckus, to cause a disturbance or commotion for a good cause. Or to double your leads. Or to grow a company.

What can you do?

January 20, 2020

TradeshowGuy Monday Morning Coffee, January 20, 2020: Downtime

It’s a holiday here in the US as we honor Martin Luther King, Jr. Are you taking the day off? Are you working? How do you get downtime when you need it? And yes, you really do need it! What is motivation? And do you really need it? What about focus? Is that better?

So many questions. I take on a few of them on this morning’s TradeshowGuy Monday Morning Coffee:

Link to the Marc Maron WTF Podcast interview with Brad Pitt and Leonardo DiCaprio.

This week’s ONE GOOD THING: FAWM – February Album Writing Month.

January 19, 2020

Are Tradeshows Worth the Investment?

This is a guest article by Vicky Peat

Tradeshows and events have been running since 1851, the 1^st one being “The Great Exhibition” in London. It’s safe to say the exhibition world has drastically grown since the 1800’s, as have the price tags that are part and parcel of today’s exhibition experience.

Organising an event takes time, patience and some form of budget to support the design of an exhibition stand or display accessory. Within the industry you’ll be faced with many questions regarding the costs and the necessities.

To create an understanding of what you need, along with the tradeshow essentials, take a look at a list of costs to consider before booking your event: –

Booking your stand space
The Exhibition Stand
Stand accessories, such as banners and displays counters
Promotional items – Leaflet, pens and lanyards
Transportation for you and your full stand design
Additional extras such as seating, lighting and interactive monitors

With all costs considered, it can appear daunting. Yes, it is an investment, but when tackled correctly a successful event can help towards business growth and place you on the right path to build new relationships and gain potential customers.

If you’re still searching for the reason to attend your first event, we’ve listed 4 benefits that you’ll be able to take away from the experience.

Build Relationships

Attending a tradeshow puts you in the best place possible to build new relationships. Your brand and stand will attract potential customers, therefore leading to conversations with other industry professionals.

It doesn’t have to stop there. Use your time wisely and explore the exhibition floor. Take it upon yourself to visit other business spaces. Doing so, presents another opportunity to strike up relevant conversations.

Brand Exposure

Outside of social media and online platforms, exhibitions offer amazing brand exposure. Your selected displays will home in on what your brand has to offer and your unique selling points. All of which will be visible through custom artwork and promotional items.

The blank canvas that a stand or display product provides is priceless. Use the space to promote, intrigue and capture your audience.

Learn and Expand on Industry Knowledge

Whether you have been in the industry 1 year or 50, there’s always something new to discover. Use the time to find out about new competitors, up and coming trends, innovative design and alternate display options.

Networking with other businesses allows you to ask new questions and educate yourself. As a brand, to learn and to grow is to develop new ideas and progress with new trends.

Business Growth

From the relationship building, brand exposure and the want to expand your knowledge, you’ll be able to begin further growth within the business. Be sure to take business cards and contact details, so when the shows over, you’ll have the correct point of contact.

Use the new found information and contacts you have gained to your advantage. Connect on LinkedIn, send follow up emails and keep your brand relevant and current so your details are at the forefront of their mind.

Extra Tips on How to Make Exhibiting Worth While

Do your research and ensure you are attending the right show for YOU
Check your stand position and location options
Use social media and email marketing to promote your attendance
On the day, take contact details from those who you speak with and make contact the following week
Make your brand memorable by choosing the right stand design and delivering a presence
Create a list of goals to achieve on the day
Position the co-workers with the greatest knowledge and understanding of the business on the stand space

Vicky Peat is a Marketing Executive for Go Displays based in Peterborough, UK. As a content marketing writer within the Exhibition and Tradeshow industry, Vicky enjoys sharing industry knowledge to encourage and educate new and experienced exhibitors.

January 14, 2020

Tradeshows Are a Mix of Precision and Experimentation

When it comes to tradeshow marketing, anything goes. Right? Well, maybe not everything, but certainly it’s a time to try things. Do things differently. Experiment.

Or. Maybe not. Tradeshows are fraught with risk. You’re putting a lot of money on the line. Generally speaking, the cost of tradeshow marketing is about a third of a company’s overall marketing budget. Which means that it’s a lot of money in play, making it hard for a company to risk much.

In a sense, tradeshows can be an interesting mix of the precise and the experimental.

The precision is important, to be sure. Your tradeshow staff is your front line. The most important piece of the puzzle. They need to know what they’re doing and why. If mistakes are made, or if your staff isn’t as well-trained as they could be, your company might miss out on a good amount of potential business.

Your exhibit is important. It’s the 3D representation of your brand, and if it’s not spot-on, it’ll send mixed messages to your audience.

Your products, demos and sampling have to be well-thought out and well-executed. Make some mistakes in these areas, and again, you’re leaving potential money on the table.

Precision is important in these areas.

But tradeshows are also ripe for experimentation. You have opportunities to do surveys, market research, unusual activities, oddball booth items and much more that will grab eyeballs and attention without impacting the precision needed in other areas. VR, smoothie bikes, live music, projection mapping, unusual use of video….the list is endless as to how creative you can get at tradeshows and still do all of the precise things that you need to do to engage with attendees, capture leads, have an exhibit that captures your brand precisely.

Tradeshows are a balancing act no matter what you’re trying to balance. Adding some experimentation along with the precision gives you flexibility, a little tension (which makes people stop and look), and keeps you, your visitors and your competitors on your toes.