7 Deadly Mistakes When Purchasing Promotional Items for Trade Shows

Part 1: Be Sure Your Trade Show Giveaways Do the Job

David Blaise, an industry consultant, probably sums it up the best when he says, “Nothing beats promotional items for getting a targeted message to a designated recipient on a repetitive basis”. The key part of this statement is “on a repetitive basis.” This fundamental benefit of promotional items is probably the most overlooked and misunderstood factor in the promotional product buying decision.

Mistake #1 – Buying “Throwaways”

Just imagine... billions of dollars are wasted every year as most exhibitors only get a fraction of the return on investment. Why? Because they spend their money on trade show giveaways and not repetitive message senders.

Go through the entire process (as best you can in your mind) and jot down notes along the way. Think about the setup process, what materials you'll need on hand, what kind of inquiries you might get, how you'll manage your leads, etc. When you've done all that, it's time to gather the team and start filling in the blanks.

If your prospect has a re-usable product, your company gets seen over and over again.

The result? Your cost per impression goes down and your return on investment goes up. Retention is the key to maximizing effectiveness.

Get in your prospects’ houses, on their desks, in their briefcases, on their backs, and in their drawers. Every day items have the greatest return.

Mistake #2 – Not Qualifying Recipients

It would be a simple world for you as an exhibitor if every person walking the show floor was a buyer of your product or service. The unfortunate reality is that this is not the case. So who are your “qualified” leads? Qualified recipients are the decision makers who have a need for your product or service.

Here’s a common scene at trade shows. Companies simply put out their promotional items for everyone to stop by and pick up. The result? They waste a ton of money that will never bring them a return.

Do yourself a favor; do not waste valuable time talking to unqualified leads who are talking to you solely to add to their overflowing bag of “free stuff.”

Mistake #3 – Forgetting About Existing Customers

When most exhibitors think of promotional items and trade shows, they think of using them for one reason - using them to drive booth traffic. But I must let you in on a secret; most are overlooking one of the most powerful uses of promotional items, building customer loyalty through customer gifts. The bottom line is this... Some of your budget must be used for customer retention.

What do you think is the number one reason customers leave their current supplier? Price? Nope. Service? Nope. It is the feeling that their business is no longer appreciated.

You see not only do promotional customer gifts have the effect of the initial “thank you,” but also the product itself has staying power and reminds them of your appreciation over and over. Picture it like this. Your gift subconsciously says “thank you” every time it is used. That is the power of re-useable promotional items.

Mistake #4 – Buying Items Based on Price

We have all been there for dreaded budget cuts. However, the problem is when people “cheapen” their search when the budget is cut. Let me be more specific. If you have $1.00 to spend, you should be buying the highest quality item you can buy for a dollar. Do not buy the cheaper version of a better quality item.

Don’t forget; every product made has a high end and a low end. When looking for promotional products to purchase for trade shows, you should be able to notice the difference. But the choice may not be as obvious as you think.

You can’t take for granted that just because an item costs more than another that it is better quality - that it’s more durable - or that it will last longer.

For instance, have you ever had a travel mug that leaks or a promotional pen that does not write? It is possible to spend a bit more on an item and still get a piece of junk. The solution is this: Do not buy cheap in a product class.

Part 2: Getting the Right Promotional Items at the Right Time

There are three more mistakes you want to avoid when choosing and purchasing promotional items for your trade show.

Mistake #5 – Ordering Late

So what portion of your overall responsibility includes purchasing trade show promotional products? One percent or less? This is probably the reason why so many buyers find themselves ordering late and paying for rush service and overnight shipping.

Think about this - every promotional product sold is customized. Unlike retail products, these products aren’t just taken off shelves and shipped. The reality is that they require time to produce.

So what should you expect when it comes to timing? Well to start, you should figure on the art preparation (1 to 2 days) the production (standard 5 to 10 days) and the shipping (ground 1 to 5 days).
Here’s the worst part.

If you think paying through the nose to rush an order is your biggest problem, guess again! The fact is that rush orders have twice the risk of creating much bigger problems. Imagine getting the wrong product, having a misprint, or even missing a delivery in time for the show.

Mistake #6 – The Show is Over – Or is it?

You know the feeling at the final hour, right? Phewfff…If you are like most exhibitors, you pack up your booth and wait until the next show to market again. But here’s the truth - companies that get the best results will market continuously to the contacts they met at the show until the start of the next show the following year.

If you think it’s nothing, think again. The most successful exhibitors continue to build on their original presentation with consistent follow up.

Whether you are going to call, postcard, mail a catalog, or set up an appointment, it is important to keep the leads warm. And there is no denying that the continuous exposure of promotional items will help.

Mistake #7 – One Size Does Not Fit All

If you’re giving customer gifts at your show, you need to carry different levels of customer gifts to give to different customers.

Think about it this way. Say you get 80% of your business from 20% of your customers. Don’t you think those 20% deserve the most of your attention and appreciation? I can’t stress this enough. You need to give that 20% something fitting for their contribution to your success.

Think and plan ahead to reward your best customers with something that will make them feel appreciated. There are plenty of higher end executive gifts that come in small quantities.

Now keep in mind, for the average customer it may not be important to spend a lot, but it is still important to give them something nice. Remember, they are still your customers and this is a great way to secure their loyalty. And don’t forget... your competition is likely lurking somewhere around the same show looking for an opportunity to gain your old business.

RJ Williams is the owner of PoorRichardsPromos.com. Trusted by more trade show vendors for quality trade show giveaways and corporate gifts. Wise buyers save 5% on every order & get a free sample credit. Become a Wise Buyer and receive a full version of this report, free sample credit, and 5% Off every order for life.