According to Incomm Center for Trade Show Research and Sales Training, event attendees are 52% more likely to stop by your exhibit if you have appealing promotional items to give them. In addition to this, a 2009 Promotional Products Association International (PPAI) study concluded the following:
- 94 percent of participants could successfully recall a promotional product they had received in the past two years
- 89 percent could recall the advertiser of the promotional product
- 83 percent reported that they liked receiving promotional products
- 48 percent would like to receive promotional products more often
- 69 percent typically keep the promotional product
Consistently, promotional products delivered higher recall rates on company/brand and/or product/service than TV, print, and online advertising.
The study found that the top five items that lead to a more favorable impression of the advertiser included food baskets, MP3 players, clocks/watches, digital picture frames, and luggage. I would think it’s pretty obvious these expensive items would make one think favorably of a company, but what companies have a big enough budget to hand out such costly items?
There is a never-ending list of much more affordable items you can give away at a trade show. We all know (and probably still have some lying around) the common ones: tote bags, mugs, water bottles, pens, key chains, magnets, etc. But if your promotional item of choice is not effective, you might as well not invest in it at all. Be sure your item reflects your company image. It’s great to have contact info right on the object along with your logo. The item must target your message repeatedly. The purpose of the item is to create new customers, encourage repeat business, build brand recognition, and expand your presence by getting into customers’ homes and offices. Make it visually attractive, ask yourself what is in it for the person receiving it, and make it worthwhile so it doesn’t just end up in the trash.
Lists of the most effective items all seem to differ, but the items that seem to be on top most lists are writing utensils/other office items that will be used daily, apparel, and coffee mugs. Try to be unique and different while still having a relevant, good quality, and memorable item. No one wants to go home with 10 different tote bags. Think of an item you still use from ten years ago…
Need more reason to market using promotional items?