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Part #7 of the 7 Deadly Mistakes
Exhibitors Make When Purchasing Promotional Products
For Trade Shows
Now pay attention… just because
this is the last lesson doesn’t mean it’s
the least important. Here it is in a nutshell – 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
of their contribution to your success.
If you’re giving out a cheaper
priced traffic builder at your booth and one of your
high end customers comes over? What are you going
to do… hand them the same item? Don’t
do it! 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
customers it may not be important to spend a lot,
but it is still important to give them something nice.
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.
Here’s something else you
might not have thought about. What do you think it
says to your customers when the “gift” you
give them is one of the items that your company makes?
Say I’m a widget maker and I gave you a nice
widget as a gift. What would you think? Pretty cheesy
right?
It all comes down to this: Your
customers will acknowledge the fact and appreciate
it more if you went out and bought something.
Remember my story about the T-shirt
supplier who gave me a pen? I distinctly remember
that pen. I remember thinking “Wow this is different
- they didn’t hand me a T-shirt or some other
product they get for next to nothing.” That
thought sticks with me… and it will stick with
your customers too.
Clarify Your Objectives
Truth is, every successful exhibitor
has a clear set of objectives for every trade show.
They know exactly what their goals are – and
what they will be using their promotional items for.
Keep this in mind. Your exhibiting
effort should be supported by your promotional item
and not driven by it. The objective MUST come first.
Then pick your products accordingly.
Let me give you some examples of
objectives that you should be thinking about for your
next trade show. These are the main objectives that
promotional products will help you to execute. Which
will you focus on?
- Increase pre-show awareness
- Drive
traffic to your booth
- Generate qualified leads
- Manage “trick
or treaters”
- Solidify brand
recognition
- Strengthen customer
loyalty
- Reinforce a new
product, service, or message
- Increase post-show
results
Once you are clear about your objectives,
you will then have a strategy and idea of what direction
you should go in with your promotional products.
Things to Remember
As we begin to bring this mini-course
to a close, bear with me while I quickly recap some
of the highlights. These “Rules” should
burn in your mind the next time you think about purchasing
promotional products for your next show.
Poor Richards Rule #1: Retention,
Retention, Retention. Remember, do not EVER buy any
product that will not be retained and re-used. Keep
in mind, you can’t expect 100% results - but
when someone calls you 3 years later and they are
still drinking out of your stainless travel mug… You
will know you did something right.
Poor Richards Rule #2: Quality,
Quality, Quality. Would you want your company represented
with cheap items? (I am not talking price cheap, I
am talking about products that are perceived to be
low quality and that do not last.) I didn’t
think so!
Poor Richards Rule #3: Objective,
Objective, Objective. Any promotional product you
buy MUST be tied into an objective. Wise buyers do
not buy “give-aways.” They buy tools to
increase traffic, manage booth time, qualify, disqualify,
build loyalty, retain customers, and convert post
show sales. The point of buying any promotional item
must be to increase the results of your specific objective.
Poor Richards Rule #4: Be wise if
it’s last minute. The turnaround time should
not cause you to double your expense. Focus on the
objective first and then the best product to fit your
time horizon. “Wise Buyers” buy early.
Ben Franklin wrote “He who riseth late must
trot all day and shall scarce overtake his business
by night.” Order early or adjust.
Poor Richards Rule #5: Execute,
Execute, Execute. There have been many great plans
left on the drawing board due to poor execution. Make
sure everyone involved in the show not only understands
the goals and objectives - but they commit to following
them through.
Poor Richards Rule #6: Finish, Finish,
Finish. Believe it or not, the post-show is where
the money is made. Hold people accountable and find
a way to measure results.
Poor Richards Rule #7: Educate,
Educate, Educate. There’s a saying, “Ignorance
is the mother of failure.” We must strive to
consistently keep up with the latest information available.
Trade shows are a science, and it really is easy to
tap into other people’s experience. Put your
ego aside and learn from other’s mistakes so
you don’t repeat them. Remember, just because
you saw someone doing it at the show doesn’t
mean it worked.
A Final Word
I hope you have enjoyed my seven
day mini-course, 7 Deadly Mistake Exhibitors Make
When Purchasing Promotional Products for Trade Shows.
If I can leave you with one thought,
it’s this. We take pride in the fact that the
information and resources we give our “Wise
Buyers” separate Poor Richards Promos from the
pack. We truly believe that “Wise Buyer’s
Get Results.” And if you’ve read through
this first mini-course, you are well on your way.
We will be adding “Buying
Keys” to our site over the next few months so
keep an eye out. These “keys” will give
you further insight and purpose into the products
we sell.
We at Poor Richards Promos are here
to help make you make the right decisions in preparing
for a successful trade show. Our experience is here
for your disposal, so please don’t hesitate
to contact us if you have any questions at all.
AND DON’T FORGET YOUR WISEBUYER
CODES!
Here they are again…
For 5% Off Every Purchase for Life
- WISEBUYER
For $20 Free Sample Credit – WBSAMPLE
RJ Williams, is the owner of Poor
Richards Promos. Our goal is to help educate exhibitors
and give them the tools to maximize their trade show
results.
Email for free marketing tips, “52 Ways to Trade
Show Wealth.” For a copy of our full report, “7
Deadly Mistakes Exhibitors Make When Purchasing Promotional
Products for Trade Shows” visit www.poorrichardspromos.com
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