Promotional items are the best way to provide targeted messages on a repetitive basis but beware of the following mistakes as you give them to your prospects and customers.
Mistake #1: Buying “Throwaways”
Billions of dollars are wasted annually as most exhibitors only get a fraction of the return on investment. Why? They spend money on trade show giveaways instead of repetitive message senders.
If your prospect has a re-usable product, your company is seen over and over. Everyday items have the greatest return on investment.
Mistake #2 – Not Qualifying Recipients
Who are your “qualified” leads? They are the decision makers with a need for your product or service. At trade shows, companies often just put promotional items on display.
Don’t waste valuable time talking to unqualified leads who just want “free stuff.” It will cost you.
Mistake #3 – Forgetting About Existing Customers
Promotional items are typically used to drive booth traffic. But those items are more valuable as a tool to build customer loyalty through gifts.
The Number One reason customers leave a supplier isn’t price or service. It’s the feeling that their business is no longer appreciated. Use reusable promotional items, such as those produced by Idlebrook, to say “thank you.”
Mistake #4 – Buying Items Based on Price
Money is better spent buying the highest quality item for a given price, not a cheaper version of a better quality item.
Every product has a high end and a low end. When looking for promotional products for trade shows, pay attention to the difference. Just because an item costs more, that doesn’t mean it’s better.
Mistake #5 – Ordering Late
Maybe 1 percent of your budget covers trade show promotional products. That’s probably why many buyers order late and pay for rush service and overnight shipping.
Unlike retail products, promotional products are customized, which takes time. At Idlebrook, consultants will help you customize a product to maximize effectiveness.
Mistake #6 – The Show is Over – Or is it?
When the show is over, booths are packed up until the next show. But companies that get the best results will market continuously until next year’s show.
Successful exhibitors follow up through phone calls, postcards, catalog or appointment. It’s important to keep the leads warm via promotional items.
Mistake #7 – One Size Does Not Fit All
Carry different levels of customer gifts, with the gift fitting the percentage of business. The more business you get from a customer, the better the gift should be.
This is a great way to maintain customer loyalty. But don’t forget … your competition is lurking nearby, trying to grab your business.
