Attending trade shows can be expensive, requiring a large portion of your company's advertising budget. The aggregate cost of your trade show booth, the exhibit booth construction, and travel arrangements for yourself and the employees you bring with you can be significant.

What's more, it's often unclear whether your investment of time, money, and effort are worthwhile. Experienced exhibitors realize that producing a positive ROI doesn't depend upon the sales you make at the event. It rests with your ability to attract trade show visitors, to qualify leads, and to follow up with them after the show.

One of your most powerful tools for accomplishing this are your tradeshow giveaways. Selecting the right ad specialties to offer and using them to their full advantage can transform an expensive trade show into a sales and revenue generator. Below, you'll discover 4 tactics for using your tradeshow giveaways for maximum effect.

#1 - Hold A Contest Before The Event

By thinking creatively, you can use giveaways as part of your pre-trade show marketing plan. That doesn't mean mailing them out before the event. Instead, build excitement with your customers by holding a contest a few weeks before the show. Mail scratch cards to everyone on your list and explain that they'll need to come visit you during the show in order to claim their prizes. Not only is this a fantastic way to build anticipation with your customers, but you'll increase your booth traffic at the event.

#2 - Use Tiered Giveaways

Use at least 2 different types of tradeshow giveaways: one for customers and leads, and another for random visitors to your booth. Not all attendees represent qualified leads. Some of them will visit your booth just to claim a giveaway. Don't send them away empty-handed. By giving them a promotional item with your company name, logo, and contact information imprinted on it, they'll passively advertise your business throughout the floor.

#3 - Craft A System

Remember, your giveaways are merely a tool. Deploy them as part of a larger marketing system. For example, use cash cubes, prize wheels, and other trade show attractions to capture people's attention. Then, train your booth staff to approach everyone who comes to investigate. Your employees can offer the Tier 1 giveaways to qualified leads while giving the Tier 2 items to others.

#4 - Meet A Need

The longer people keep your giveaways, the longer those items will promote your company. The key is making sure they meet a lasting need. For example, consider a stainless steel thermal bottle. It's unlikely to ever outlive its usefulness and as a result, will probably never be thrown away. Mugs, high-quality pens, clocks, tape measures, and similar promotional items meet a need and practically guarantee perpetual promotion for your business.

Part Of Your Trade Show Marketing Plan

Exhibitors often forget why they're using tradeshow giveaways in the first place. Your promotional items are an essential component of a larger marketing system. They do more than merely attract attendees to your booth and create goodwill. When they're integrated into your trade show marketing plan before, during, and after the event, they become the bridge that crosses the chasm between you and your leads. In doing so, your giveaways can help provide the return on your trade show investment that you're hoping for.

About the Author:

Jonathan Edelman provides helpful advice about tradeshow giveaways. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show attractions to draw crowds and boost revenue.