Tradeshow Giveaways

A July 1999 ISP-Marketing thread on how to be a successful tradeshow exhibitor touched on the subject of premiums (aka freebies, giveaways, tchatchkas, etc.). Respondents provide a wealth of opinions on this topic.

[August 25, 1999]

[LD got the ball rolling] "We gave away computer-shaped refrigerator magnets with our logo and contact info. Worked pretty well. The magnet costs not much more than a postcard but has a long life. Typically, it goes on the fridge, which is in the kitchen, the busiest room in the house.
Note: There was a 1-2 week lag between the show and the calls."

[JK writes] "We got computer-shaped magnets, too. Cool . . . except that people would put them on their computer/monitor! Now we have a disclaimer—which we mention to people and post at our booth—so they don't go home and erase data from their system."

[KM offers] "Based on the magnet/computer problems, we have been giving away computer screen monitor wipes that fit on the side of the computer with Velcro . . . without the harmful affects. Costs are a little under a buck per."

[SF responds] We found that coffee cups worked the best. (Portland/Seattle coffee drinkers, you know.) Travel mugs are next best.

Popcorn explosion
[ME started a virtual thread-within-a-thread] "Our secret is popcorn. Ever been in a confined area and someone pops some popcorn? The smell goes everywhere. Mix that with the fact that the exhibit hall is serving $5 hotdogs and you can attract a mob of hungry visitors to your booth.

"Benefits:

1. Compare the cost of giving everyone a key chain, coffee mug, or hat with the cost of renting (or buying) a theater style popcorn machine that can be used an indefinite number of times.
2. Creates high traffic through your booth, gives the impression that you are a "Big Player".
   My tradeshow philosophy: Traffic creates Traffic!

"Pitfalls:

1. Every schmoe on the showroom floor wants a free bag of popcorn, althouh 90 percent couldn't care less who you are.
2. Too much traffic can create problems with communicating with real customers

"Tips:

1. Keep the popcorn line out of the way of the direct traffic lines in your booth.
2. Have two people manage the booth. Being the popcorn guy is only cool for about the first two hours; it starts to feel like work after that.
3. Take advantage of the traffic: Have your information table set up at the exit from the popcorn line, and make sure your employees are actively making contact with these people as they leave."

[Several respondants pointed out that]

• Show operators may frown on popcorn, since it competes with their food concessions and
• It can be very messy.

[ME responded] "Bring a floor sweeper (non-electric, the unions won't let you have an electric one because their not getting paid for it), and periodically clean in and around your booth."

[TC is not a popcorn fan] "Here's what we've done for shows during the last three years: Just about every time someone comes to our booth with a bag of popcorn we say (with enthusiasm…like we really want the popcorn) 'Hey! Where did you get that popcorn?'

Responses? We have on record five people in three years that knew the name of the company that gave them the popcorn. (Funny thing is, most of the time it was on the bag and they didn't know it). It appears to be a nice thing for show visitors, but has little impact on them market-wise."

Just hot air?
[CS likes popcorn, but has another suggestion:] "If the event is for families, balloons work great. The tank of helium is cheap, and parents remember companies that give their kids things. Then, as you look around the show floor, you have dozens of little floating banners flying around everywhere. Be aggressive in giving away the balloons. Have people out in front handing children balloons before they ask.

[JB cautions] "Helium ballons are a nice idea, but illegal in almost every trade show venue in the US that I know of—for fire reasons."

[B questions this advice] "I am a computer guy, not a chemistry Prof., but helium isn't flammable.I have never had a problem with not being able to bring helium balloons to a trade show."

[B says] My guess is that the tradeshow promoters don't feel like picking hundreds of balloons from the ceiling Still, you can have them at many shows.

[Editor's note: According to trade show pros I've worked with in the past, whether or not balloons are allowed is a policy of individual venues. Getting balloons down from the ceiling is a hassle, so many large exhibit halls don't sanction it.]

—End

read the main Tradeshow Success thread