Posts Tagged ‘trade show’

Three Ways to Maximize Your Trade Show Investment

Posted on: November 29th, 2016 by admin No Comments

A trade show is an investment in your company, and you should take the time to treat it as such. It may seem simple, but it takes time to develop measurable goals for the show. Here are three trade show strategies to help you market your company and maximize your return on investment.

Plan Ahead 

  • Determine Your focus: Will you be launching a new product? Promoti31943028 - trade show meaning world fair and exportng brand awareness? Building a fresh leads list?  Each of these goals require a unique approach.
  • Research the Show and Its Attendees: Is this the proper venue for what you are trying to achieve? Will this be the right show for you to push retail sales or build business relationships? How many of your direct competitors will also have booths? How will you stand out from them?
  • Be Memorable: Interest creates interest! Capture attention by renting a Cash Cube Money Blowing Machine or Bingo Blower. Renting or purchasing a trade show attraction is just a phone call away! How about some useful custom promotional items? Consider options like custom USB drives, household tools or sports items.

Promote Before and After The Show

  • Social Media: Once you plan the details your event, get the word out well in advance. People will be excited to visit your booth for the chance to spin the Prize Wheel or play a custom Scratch Card.
  • Trade Show Publications: Each show will offer several ways for companies to participate in their printed material.  Print a voucher for an extra turn on a Plinko Board to attract people to stop by your booth. Do a half or full-page color advertisement listing all of the attractions at your booth to ensure guarantee that your booth has a crowd of people waiting to try their hand at attractions like the Prize Safe!
  • Leads, Leads, Leads!: Maximize your social media efforts by collecting relevant information as part of the effort. These generated leads can be turned into appointments booked at the show. Don’t stop there – follow up with leads after the show and offer company consolation prizes for being a valued part of your audience.

Be Ready

  • Staff Accordingly: Whether you are looking for new clients, retail customers or to develop relationships with existing clients, make sure you bring your company’s best! Ensure your staff is aware of your goal for the show so that they can help you achieve it. Assign each booth attendant an area of focus and direct attendees accordingly to keep the booth running smoothly during peak times.
  • Too Much is Better Than Not Enough: Make sure you have enough staff coverage – if traffic is slow any extra employees can be sent home. It’s better to have too many promotional products to giveaway than not enough.

There are so many ways to make yourself memorable. It’s worth the effort to plan in advance and maximize the benefit for your trade show investment!!

Reaching Niche Markets

Posted on: February 29th, 2016 by admin No Comments

As many business owners know, if you pitch your product or service to everyone, you may end up selling to no one. Figuring out your niche market – where you fit in- gives you precise direction on where to cast your marketing net. Traditional wide-net advertising (radio, tv and print) are great for letting the public know you exist, but there are often enough holes in such marketing tactics that many potential client sources are missed.

What is a niche market?


A niche market is a specific sector of a larger audience. It should consist of specific products/services for a specific group of customers. For example, if you sell artist supplies, your niche might be brushes designed specifically for professional painters.

Choosing a niche market

I find that one of the biggest mistakes a startup can make is not defining their niche market before they launch. Startups tend to be overly full of excitement and confidence that can land them in the category of “messy.” By defining a niche market from the beginning, you are able to laser focus your energy, time and finances to success. I love niche markets because it allows the business to set themselves apart from competition as an expert in their industry while developing more intimate relationships with customers.

Stand out, be different

Practically every industry you can think of is saturated with companies offering the same (or similar) products and services. If you’re not doing something different, something amazing, people have no reason to buy from you. When choosing your niche target market, do research and see what needs of this niche market aren’t being met by your competition and then meet it!

Multiple niche markets

Under rare circumstances, a company may succeed by targeting only one niche market. It’s common to see these companies revenue top out, once they have saturated their own market. Once you’ve tapped into one niche market and it’s working, don’t be afraid to tap into additional niche markets. I prefer to keep my niche markets relative so that they can benefit each other. For example, let’s say you make and sell a diverse line of children’s clothing to small boutiques. While you sell many different types of children’s clothes, you’ve had great success in your niche market of children’s sportswear. You’re looking to expand into a new niche market. The big question here is, do you continue to push your sportswear collection to a different type of store, or do you find a new market for a different division of your clothing? Where can you make make the most impact with your relationships and expertise?



About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.


Use Social Media in Pre-Tradeshow Activities

Posted on: August 17th, 2015 by admin No Comments

Trade shows are an effective marketing medium that expand brand awareness. They are also a great way to showcase your business to your target audience. While exhibiting at trade shows, your business will receive immense attention. Participation in a trade show will provide you with a ton of opportunities including:

* Opportunity to analyze your competition

* Participate in face to face interactions with prospective customers

* Network with people in your industry

* Create lasting impressionsDefined Exhibits trade show

* Receive feedback and advice

* Reinforce existing business relationships

* Test out and introduce prototypes.

It is not uncommon for a company’s marketing department to spend several months preparing for participation in a trade show. Anyone who has exhibited at a trade show can confirm how hectic it can be.  A great way to involve your customers and business partners in your show preparation journey is to photograph and post on social media your entire experience, start to finish . Don’t forget to have fun with it! Tell your company’s story along the way and demonstrate why you’re exhibiting. Blast it on your social media outlets, mostly every trade show has a hashtag, and make sure you use the correct one. Be consistent with the hashtag, and use it is in every post regarding the upcoming trade show. Show the human side of your company, it is not ran by robots! Trade shows are field trips for working professionals, and they do not need to be so serious all the time. A fun idea to do, is to come up with a contest or game.

Designate one person from your team to be in charge of this operation. Make sure they have a decent camera, and set them up with their own personal lap top or tablet. Even if this is their only job at the trade show, it will be well with it. After you start building a hype about the trade show you’re exhibiting at, start photographing how your team is preparing at the office. Take pictures of your team putting brochures in boxes, or of the team members who are going to the trade show. Showcase an exclusive behind the scenes of production and what everyday life is like at the office. Whether you’re flying or driving to the trade show capture your traveling experience. Usually, the organizers of the trade show will have some type of social event for the exhibitors. Take appropriate pictures in the laid back non-work environment.

When the trade show begins get pictures of your teammates interacting with your attendees. An easy way to get pictures is to set up a fun and catchy photo booth section, and maybe even provide a prop relevant to your company. Tell your attendees they can find their picture on your social media outlets, and give them something tangible with your company information. If you have anything unique at your booth, for example refreshments, couches or charging stations, definitely showcase and promote that through your social media.

In order to make a lasting impression to your potential customers, you want to provide an unique experience. Give your company an identity, and the best way to do that is through pictures. While exhibiting at a trade show you want to be able to draw in a crowd and stand out. Remember, you’re exhibiting in front of your potential customers and your competitors are in the same building. The second thing to remember, is that you have an audience outside of the trade show environment. By creating a visually interactive experience both at the trade show and online, it will not only help to boost sales but also increase your brand awareness.


Author: Kristyn Habercross is the marketing manager for Defined Exhibits. Defined Exhibits provides  world wide exhibit solutions for tradeshow and marketing communications.

Social media trade show ideas

Posted on: June 24th, 2015 by admin No Comments

Harness the power of social media at your next trade show exhibit!


Gone are the days when you could stand at your trade show booth and leave with an endless supply of leads acquired through brochures and a handshake. The competition between trade show booths to attract potential customers has inflated in such a way that many companies go as far as incorporating theatrical productions, live music, body painting and karaoke to pull people from the aisle. Today’s multi-billion dollar trade show industry demands participation in its culture of interactive booths. Whether your trade show exhibit budget is small or large, these unique interactive trade show exhibit marketing booth ideas are guaranteed to generate leads, social media chatter and sales.

Instagram photo scavenger hunt: Create a list of items/people/products at your trade show exhibit and provide this list to guests who attend your booth. Encourage your trade show exhibit attendees to snap photos of items on the list and upload to Instagram with a unique hash tag and your company name in the post. Make sure your trade show exhibit customers know they have to follow you on Instagram to be eligible for the win. Winners can be selected based on the number of items they are able to find on your list. Be sure to notify them of the win via Instagram!


Money Machines: The presence of a Money Machine at your trade show booth or event marketing promotion acts as an incredible people magnet. Crowds and media can’t resist the sights and sounds of swirling money or prize vouchers swirling around inside the Money Machine Cash Cube. If your goal is to grab attention and win over customers, the Money Machine is the ideal event marketing tool! With all of the excitement that happens while someone is in the Money Machine, it serves as a great opportunity to video record the experience and share on social media using your trade show exhibit hashtag!

Twitter: Similar to the old fashioned business card fish bowl, encourage your trade show exhibit attendees to Tweet your company a fun message, be sure they also follow you! Select one winner every hour and notify them via a Tweet on Twitter. For extra interaction, set up a “Tweet Booth” with laptops at your trade show exhibit for people to log in to Twitter on the spot and send the Tweets that moment!

Prize Toss: Prize Toss offers you a great way to engage customers by providing an “everybody wins” promotion. Similar to playing Skee-Ball, Prize Toss players attempt to get a puck into one of the top slots by tossing it at the Prize Toss board. If they land the puck in one of the top slots, they win the promotional prize listed. If they miss, the puck slides down into one of the lower prize slots, thanks to the incline provided by the lightweight, folding stand. There is always a winner with Prize Toss, making your promotion a success before it has even begun. Be ready to capture a photo of your winning customer to post on social media with your trade show exhibit hash tag.

Facebook Photo Booth: Your company banner serves as a great back drop for Facebook photos of your trade show exhibit visitors. Using your smart phone, have exhibit attendees’ smile big holding one of your products, by themselves or as a group. Immediately post the photo to your company Facebook page and encourage those in the photo to like your page and tag themselves in the photo. We all know people who are shy about having their photo taken… To make it extra enticing to do so, hire a trade show promotional model dressed as your brand mascot to pose with your guests!

Yelp!: Today’s tech savvy customers use review sites like Yelp to see what other customers are saying about your brand before engaging in business with you. Offer coupons to your trade show exhibit attendees for leaving a positive review about their experience with you on your Yelp page. This is another great opportunity to set up a “social media posting table” where guests can log in to Yelp directly from your trade show exhibit.

About the Author:  William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd using marketing dollars most effectively. His clients are continuously thankful for his out-of-the box ideas that lead to increased revenue, more clicks and a bigger online presence.

Cash Cubes provide trade show lead generation opportunity!

Posted on: June 24th, 2015 by admin No Comments

Cash Cubes provide trade show lead generation opportunity!


Trade shows are your company’s debut to a captured audience. Your exhibit provides an excellent platform to enhance your credibility and visibility to customers, new and established. Each company has different goals for their participation at a trade show, but they all have at least one thing in common: Lead generation. Depending on your industry there may be dozens, if not hundreds of other booths competing to attract the same leads as your company. It is essential to maximize your lead generation capabilities. To do this, your booth requires a WOW factor!

If you’ve ever been to a trade show as a spectator, think back to those moments as you walked through the aisles. What booths did you stop at and why? What made them more interesting compared to the booths you didn’t engage with? Chances are, the exhibits that caught your attention did something special, something that made them stand out in the sea of reps lining the aisles handing out brochures and business cards. I know when I visit a trade show, often times having dropped a significant amount of money for entry, I wanted to be impressed! To capture these potential new leads, you have to provide that potential lead with a reason to stop and engage with you.hardcase-money-machine

Despite the old saying, money really can make you happy! Even the sight of a big stack of cash gets my heart pumping. Seeing a large tube erected in the air with cash swirling around a person as they try desperately to catch the flying dough will certainly grab my attention. Using a Cash Cube sparks conversation, generates energy and attracts a crowd.

In today’s mobile connected world, a Cash Cube at your trade show booth is sure to be recorded on a mobile phone and uploaded to social media. That’s where customizing your Cash Cube becomes essential! Cash Cubes come in a wide variety of colors, sizes, shapes and different materials. Ideally, you should have your company name and logo featured on the money machine for maximum exposure to your audience.

We all know that games of chance get everyone interested. There is a reason that lotteries, casinos and wagering establishments make so much money; people love having a chance to win a prize. Cash Cubes offer just that; a fun way to win a great prize. Winners love to tell others that they won something and where they won it. Providing an entertaining activity like a Cash Cube will deliver drones of people to your booth. When people are excited, they will be ready to chat with your sales reps.

In all honesty, it would be silly, if not irresponsible to put real cash in your Cash Cube. Fill your money machine with your own custom coupon vouchers or play-money and make sure that these vouchers can only be redeemed for products and services offered by your company. This helps to ensure that your company will get the most ROI from the Cash Cube when the winner redeems their promotional prize.

Capturing leads is easy when you have a Cash Cube. Its free to climb into the cash cube, all you need is a business card from each player prior to entry. No business card? No problem. Take names and contact info any way that works for your company. You will find that spectators will gladly hand over their contact information for the chance to be a winner in the Cash Cube.

About the Author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd using marketing dollars most effectively. His clients are continuously thankful for his out-of-the box ideas that lead to increased revenue, more clicks and a bigger online presence.

How To Create Buzz At Your Next Trade Show

Posted on: March 10th, 2015 by admin No Comments


Put A Little Vegas In Your Next Trade Show

Why do people go to trade shows? With plenty of consumer information readily available on the Internet, they can get much of the information they need by simply surfing on their tablet, laptop, or phone. Trade show exhibitors must offer something more to engage people that they cannot get from behind a screen. When deciding to participate in a trade show, exhibitors must ask themselves two vital questions: What are consumers looking for? And how are you going to deliver?

Trade Shows Must Exceed The Normal Customer Experience

No show does customer engagement better than the Consumer Electronics Show (CES), held every January in Las Vegas. The 2015 show included nearly 3,700 exhibits and attracted over 170,000 visitors who saw the newest phones, wearable technology, appliances, robots, and even a driverless car. In the vast, high-tech sea of exhibitors, not every booth was able to stay afloat. The most successful exhibitors were those that incorporated an array of techniques aimed at mesmerizing viewers, leaving an impression that far outlived the show itself.

How To Create A Buzz With Interactive Displays And Tradeshow Attractions

While many strategies were used to enthrall visitors, the most favorable incorporated the following:

  • Interactivity. Users can read about new cell phones, smart watches, interactive tablets with pen and touch displays, and video games on CNET, but CES is set up so visitors can see them up close and even try them. The hope is that the hands-on approach, in which consumers see and test products like the new Ultra HD 4K TVs with Quantum Dots, they are more likely to develop a liking for the product, ultimately leading to a purchase.
  • Larger-than-life displays. When it comes to capturing consumer attention, bigger is always better! To promote their home automation system, SmartThings constructed a four room smart home. As visitors could walked through, they could scan QR codes to trigger animated videos that explain the technology in use in each room.
  • Celebrities. Many companies at the show used celebrities to pitch their products. The current year’s show included an array of spokespersons and brand ambassadors, including Nick Cannon, Dr. Phil McGraw, Ryan Seacrest, and the rapper 50 Cent to engage visitors. These celebrities result in a large number of wholesale orders at the show and create a buzz around the product that will hopefully result in consumer sales. Post show advertising spots include the celebrity in an attempt to capitalize on the success of the show.
  • Visitor amenities. Walking a large tradeshow can be tiring for attendees. Not to mention the abundance of visual and auditory stimulation can get in the way of networking opportunities. Many companies supported visitor lounges. In the CES Social Media Lounge, there were plenty of opportunities to grab a coffee, charge your phone, rest your legs, and have conversations with important people in the industry, a group of colleagues or customers. Some companies, such as Skype, had their own lounge within the larger one where you could relax and connect.
  • More visitor engagement. In true Vegas spirit, the CES show offered many flashy games to attract crowds of interested attendees. Raffles, prize wheels, cash cubes, video games, and prize vaults with tie-ins to company products decked the aisles. Not every company in the show had a product launch or a major announcement at the show, so using tradeshow attractions allowed any company to engage attendees.

What Happened In Vegas Shouldn’t Stay In Vegas

Few shows attract the crowds of CES, but attendees at any show are eager for information. They also want and expect engaging technology and exciting attractions to make it worth attending the show live. To leave a lasting impression and achieve maximum ROI, be sure to incorporate the right mix of interactive displays, provide services and amenities to visitors, and incorporate attention-grabbers that might include colorful displays, celebrity spokespersons, and show attractions.

About the Author
Jon Edelman provides exciting trade show marketing ideas, including advice about prize wheels, customizable scratch-off cards, money blowing machines, and other exciting trade show attractions. With years of experience in the trenches, he is an expert on booth displays, lead generation techniques, and networking with trade show vendors. Helping to build a referral-generating system, his ideas continuously lead to a boost in sales and revenue.

5 Lesser Known Tradeshow Mistakes

Posted on: February 11th, 2015 by admin No Comments



If you have ever planned or worked a tradeshow for your company, you know that they require a lot of careful planning if you want to come home with a success under your belt. Most marketers know of the big mistakes, like failing to promote your presence at an upcoming booth, or worse, investing too much of your budget in a show that is not targeting the proper audience. However, there are several other components of successful tradeshow planning and execution that are often overlooked.

Here are five of the lesser known tradeshow mistakes and how to avoid them.


1. Forgetting That Size Really Does Matter

When participating in any tradeshow or convention, it is important to know your show, your audience, and your competitors. If the show is crowded or you have a small display, your booth can look overcrowded. On the other hand, if your booth is too big, it can be perceived as having a lack of visitors, causing passersby to avoid it. Lastly, if you pick a booth size smaller than your competitors, you may appear to be the underdog.

The best approach is to own a scalable display that can be adjusted depending on the show and crowd. Some companies find that renting or leasing a booth for a year is an excellent way to educate themselves about the right size and type of booth to buy and to plan the ideal layout to capture the attention of potential customers.

2. Selecting Promotional Products For The Sake Of Having Something To Give Away

While anything that you offer to a visitor that has your company name on it has the potential to increase brand awareness, you must always consider the popularity and functionality of the item. Promotional Products that will most benefit your sales endeavors are those that are useful items related to your industry.

When you select promotional items, take your time. You should have a goal, as well as a budget in mind. Also, consider having multiple levels of giveaways. At a pharmaceutical show, for example, you might want to give all visitors a pedometer, a freezable chill bag that looks like an IV bag, or stress ball. For your current customers and hot prospects, you might choose a more expensive first aid kit or high-end sports bottle.

3. Not Springing For Nightly Cleaning

To cut costs, you may decide to forgo professional cleaning services, thinking your sales staff will have plenty of time to straighten up at each day’s end. However, signing up for professional services will ensure that your booth is always free of clutter and has clean carpeting and a sanitized counter. Your booth is a reflection of your business so you must always present a pristine exhibit space for your visitors, ideally without adding more items to your own to-do list. A clean booth will represent your company much more effectively than one with tacky counters and an overflowing trash bin.

While someone else may be doing the dirty work, it is still important that your team spruces up a bit by wiping down any technology or tradeshow games, as well as restocking collateral and any other items accessible to attendees.

4. Overdoing Your Social Time

Your booth is a great site for networking with customers and colleagues, but you should keep it businesslike, as other visitors may not want to interrupt a perceived private party. In the evenings between show days, you and your staff, along with customers, may go out to enjoy the evening at a restaurant, sporting event, or club. While a social break is well deserved, you do not want your group to be mistaken for a frat party. Remember that your company is always on display. A successful sales staff is one that keeps the socializing professional, even after hours.

It is important to use your down time effectively. An hour before the show, quarterback the pre-show staff meeting.  Be highly detailed by reviewing key messages and talking points. Remember to always set realistic goals for the day.  After the show, spend 10 minutes debriefing.  Distribute hot leads and discuss practices that worked well during the day. This will allow you to identify necessary adjustments for the next day.

5. Failing To Pack Or Unpack In An Orderly Fashion

Many exhibitors make the mistake of hastily throwing show materials into their cases before or after a show. The result? Broken or damaged booth parts or forgotten items that will cost you time and money to replace or buy onsite. Worse, a hasty packing job for the trip home could result in lost leads or important notes. A better method is to have a trade show packing list to guide your packing and unpacking.

For better planning and more successful shows, avoid these common but lesser-known mistakes.

About the Author
Jon Edelman provides exciting trade show marketing ideas, including advice about prize wheels, customizable scratch-off cards, money blowing machines, and other exciting trade show attractions. With years of experience in the trenches, he is an expert on booth displays, lead generation techniques, and networking with trade show vendors. Helping to build a referral-generating system, his ideas continuously lead to a boost in sales and revenue.

Overcoming The Challenges Of Selling To Trade Show Attendees

Posted on: October 30th, 2012 by admin No Comments

Overcoming The Challenges Of Selling To Trade Show Attendees One of the reasons many exhibitors are unsuccessful in their trade show sales efforts is because they don’t have the right focus. Rather than considering the perspective of attendees who visit their booth, they suffer tunnel vision about their products or services.

If you want to make your trade show sales strategies more effective, it’s important to understand how your booth visitors think, feel, and make decisions. Below, I’ll describe a few of the challenges that are inherent to selling to trade show attendees. I’ll also offer insight regarding how to overcome these challenges, qualify more leads, and close more sales.

Cost Savings Are Not The Only Factor

Offering value through cost savings is a proven trade show sales strategy because it encourages a purchase response. However, exhibitors often overestimate the value that attendees place on savings, and as a result, misjudge what they’re willing to do to get them. For many of your booth visitors, the time and effort they need to invest to learn more about a new product or service is just as important as the financial investment. If you want to improve your trade show sales, offer value by reducing the time, effort, and money your visitors need to invest.

Stroking The Ego

Everyone who attends trade shows has an ego and likes to feel that exhibitors are focused entirely on them. That includes your customers, leads, and random passersby. Cater to their ego. For your customers and leads, that means calling them weeks before the event to let them know about special offers that you’re reserving for them. For attendees, it can be as simple as offering them high-quality tradeshow giveaways and engaging them in conversation to discover their needs.

Simplicity Sells

After an entire day spent on the trade show floor, attendees are exhausted. You may have an entire trade show sales presentation that includes product specs, purchase options, and sales incentives. But, if you want to sell to people who are tired, simplify your presentation. Train your booth staff to do the same. Remember, you can offer a better product or service than a competing exhibitor and still lose the sale because your pitch is too complex for your visitors to absorb.

Make It Easy, Make It Fast

Trade show attendees are notoriously impatient and for good reason. They’re tired, distracted, away from the comforts of home, and are looking forward to finally relaxing after a day spent on their feet. Most exhibitors don’t fully appreciate this perspective and end up talking their way out of the sale. Once you realize that a lot of your booth visitors are less than thrilled about being at the event, you can use this to your advantage. While your competitors waste time, you can focus specifically on how to help your visitors meet their needs easily and immediately.

Don’t Be Afraid To Sell

Novice salespeople are often reluctant to push for the purchase. Even under normal circumstances, that reluctance hampers their success. The problem is even worse at trade shows because attendees are surrounded by exhibitors who are bombarding them with different sales pitches, bonuses, price structures, and rebates. It can be overwhelming. Remind your visitors why they should do business with you. If you’re offering a special promotion that expires, let them know. Often, the only thing standing between you and making the sale is asking for it.

Trade Show Attendee Psychology

You’ve invested the time, effort, and money to draw people to your booth. You’ve used trade show attractions to grab attention and generate buzz on the floor. You’ve trained your staff to quickly qualify leads. Leverage your momentum by understanding the psychology of trade show attendees. Realize that not everyone is motivated by cost savings. Learn to stroke their ego and offer deals that are simple, easy, and quick. Finally, don’t be afraid to put on your salesperson hat and push for the sale.

If you’ve ever wondered how some exhibitors manage to close deals more effectively than their peers, it starts with understanding and catering to attendees’ immediate needs.

Marketing Success Tips From

Posted on: June 12th, 2012 by admin 1 Comment

Understanding the secrets to trade show success is one of the most important things you can do to make the most of your tradeshow marketing budget. But where do you learn the secrets and tips that can save you thousands of dollars and win you high-quality leads too? The first thing to do is identify learning resources, and then take advantage of them. At we have plenty of resources to get you started on the path to trade show marketing success.

The Importance Of Trade Show Marketing

The fundamental concepts behind tradeshow marketing are not much different than any other type of marketing: connect with your customers and get them to invest in your product or service.

The trouble with trade show marketing is that because the events are so large scale and visible, require so much investment of time and money and occur rather infrequently, there’s a lot riding on the success of your trade show participation. It’s easy to point the finger at a trade show as a waste of precious marketing dollars, but in reality, trade shows can be some of the most profitable marketing methods available to you.

Think about what a trade show gives you that not many other marketing efforts can: the chance to connect with hundreds, if not thousands, of potential new clients face-to-face. Trade shows are marketing gold mines if done correctly.

Trade shows give you the chance to:

  • Connect with potential customers directly. As great as the internet and phones are for information-gathering or initiating conversations, a personal connection between your booth staff and new customers can turn a “maybe” sale into a “yes, definitely” sale.
  • Showcase your products in real life. There’s something to be said for seeing and touching a product in person. Computers and brochures just can’t do that.
  • Provide instant Q & A sessions. Trade shows give you the chance to engage customers in real, live conversations. No texting, no email, no phone tag. Face-to-face questions and answers about your business, services, or products.
  • Meet with a highly targeted market. Trade shows give you access to a very specific group of people who are in the market for your services or products. This is why identifying your target market and the appropriate trade shows at which to exhibit is so important.

Trade Show Marketing Resources

Very few of the clients we work with are dedicated trade show marketers. Most of them wear many hats and putting together an effective trade show marketing plan or display is just one of them. If this sounds like you, you’re probably wondering where to start or how to improve the ROI on your trade show participation.

You’ll find everything you need to develop intriguing, informative, cost-effective and successful trade show displays right here at Discover tips and advice on developing a realistic budget, purchasing the perfect display for your needs, creating appropriate and effective messaging and connecting with your target audience.

Some of the many helpful resources you’ll find on include:

  • A wide selection of books
  • And MUCH more!

Take some time to explore You’ll find plenty of useful information to help you create your strongest trade show presence yet!

About the author

Jonathan Edelman is a trade show marketing consultant with more than a decade of experience in the trade show and conference marketing arena. Jonathan is the founder of Promotion Store, an online ad specialties store offering more than 750,000 imprintable tradeshow giveaway items. Edelman is also the founder of the premier trade show vendors directory Trade Show

Trade Show Promotional Products – 5 Common Blunders

Posted on: February 14th, 2012 by admin No Comments

Trade Show Promotional Products - 5 Common BlundersTrade show giveaways can promote your business and pave the road to closing deals with current and new customers. But, they can also become a needless drain on your company’s cash flow. The difference is in how you use trade show promotional products as part of your event marketing efforts. Most exhibitors treat giveaway items as a fleeting, last minute detail. They order them right before the event, thinking the only reason to provide them is because their competitors are doing so. But, they’re sabotaging their own efforts. Below, we’ll describe 5 common blunders that trade show vendors commit when buying and using giveaways.

Blunder #1: Forgetting The Objective

Many exhibitors forget that the main goal of trade show promotional products is branding and marketing. Giveaways keep your company’s name in front of qualified leads. When the time comes for your lead to seek a solution to their problems, they think of your company first. In that way, promotional items are small, perpetual marketing machines. Cheap pens that leak or run dry after a few days make poor trade show giveaways. Remember why you’re giving them away.

Blunder #2: Treating Everyone The Same

Attendees love giveaways, even if they have no intention of working with your company. They’ll visit your booth and take your employees’ time just to walk away with your promotional item. Meanwhile, new and current customers wait for your attention. Train your booth staff to qualify attendees quickly. Don’t waste valuable time or promotional items on tire kickers. Save both for building relationships with qualified leads.

Blunder #3: Sacrificing Value For Budget

High-quality, useful trade show promotional products can be expensive. But, they are an investment in closing future deals that will pay long-term dividends. Don’t be tempted to save a few dollars by taking the cheap route. Cheap giveaways seldom last and their low quality is usually obvious. Using promotional items as part of your trade show marketing strategy can be effective, but only to the extent that they last and boost your company’s brand.

1000s of Custom Logo Imprinted Trade Show Giveaways at Discount Prices! Promotion Store.comBlunder #4: Neglecting Follow-up Information

Exhibitors often give their trade show promotional products to attendees without requiring any follow-up information. This is a mistake. Event marketing success is largely dependent on your follow-up strategy after the show. Ask qualified leads to leave their information when you offer them your giveaway. When your staff follows up a few days later, your giveaway will have been subtly promoting your company.

Blunder #5: Failing To Reward Loyalty

When your customers visit your booth, have a gift ready for them. Reward their loyalty and show them that you appreciate their business. These gifts should be a level above the trade show promotional products that you’re giving away to qualified leads. For example, if you’re handing out sleek, compact alarm clocks to leads, offer a high-quality thermos or an executive pen to your clients. Make them feel special. After all, they are the reason for your company’s success.

Using Trade Show Promotional Products Effectively

Savvy trade show marketing requires more than simply having an attractive booth and friendly staff (though those are important). You must be able to attract attendees to your booth, qualify them quickly, build your company’s brand and follow up with qualified leads after the event. High-quality, useful trade show promotional products can market your business to those leads long after the show ends. And that can be invaluable for closing future deals.

About the Author:

Jon Edelman provides helpful advice about trade show marketing strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques and using trade show promotional products.

Making Your Trade Show Booth Come Alive

Posted on: July 18th, 2008 by admin No Comments

Cash Cube Money Blowing MachineWhenever I attend a trade show, I take a walk across the floor to see the other booths and displays. I enjoy seeing the measures that others are taking to attract business to their trade show booths because it can be a fantastic way to get new ideas. However, more often than not, other booth owners end up asking my advice.

Over the years, I’ve developed a reputation for attracting swarms of traffic to my client’s trade show booths. I’ve sharpened my marketing techniques largely by doing what others neglect to do. When you’ve been in the trade show industry as long as I have, you tend to see what others miss.

Entertainment And Trade Show Marketing

Have you ever noticed how gypsies entertain their crowds? They lure people in with a dazzling presentation. Crowds love to be entertained. I’ve been using this concept for years to attract people to my trade show booths. I’ve encouraged my clients to do the same thing and they’re reporting amazing results.

Entertaining the people who walk by my booths is one of my secrets for dominating trade shows. If you want attendees to stop and take notice of your booth and displays, entertain them.

Thrill Brings The Masses

Everyone loves a game of skill and chance. The mere sight of a high stakes game can quicken the pulse – even if you’re not the one playing! In all my years of successful trade show marketing, cash cube money machines have brought some of the largest crowds I’ve seen. In my experience, they’re one of the most effective tools for attracting attention.

Imagine a compartment that’s about the size of a phone booth. It’s enclosed, but transparent. You can see right through it. Someone stands inside and closes the door behind them. Money, prize vouchers, or coupons – whichever you choose to stock the money machine with – begins blowing wildly through the compartment. Contestants have 30 seconds to catch as much as they can possibly grab and then keep what they catch.

Do you think that spectacle might attract some attention? I’ve witnessed firsthand the powerful lure these money booths can have on trade show attendees. You can find more information about them at

My Trade Show Marketing Advice

The marketing advice that I’m giving you on this blog comes from hard-earned experience. I’ve been honing my trade show strategies for years and I’d like to help you avoid the mistakes I’ve seen other booth owners commit.

Every attendee who walks by your booth represents an opportunity. Take advantage of it. Entertain them and you’ll find your trade show booths drawing larger and larger crowds. Soon, other booth owners may begin asking you for advice!

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