BizNet OnLine Magazine, Improve Trade Show Traffic With Promotional Products

Improve Trade Show Traffic With Promotional Products
By: Mitch Carson
mitch@biznetonline.com

Statistics prove promotional products can increase traffic to an exhibitor’s trade show booth. A recent survey found that using promotional products can give you an advantage over other exhibitors for buyer attention.

To promote traffic at its booth, an exhibitor sent invitations to 5,000 trade show registrants. These registrants were further broken down into smaller groups, each of which received from zero to three gifts (before, at, and/or after the show).

To learn what gift combinations had the best results, researchers measured both traffic, post-show memory of having received the invitation, and registrant goodwill toward the company after the show. Results are presented in the table below.

Group	Pre-Show	At-Show	Post-Show	Response Rate	Remembered Invitation	Goodwill Feelings
A	P1	M	F	6.7%	51%	24%
B	C	M		11.6%	70%	40%
C	I	M		7.2%	48%	28%
D	P2		F	3.9%	29%	22%
E				4.2%	23%	22%

P1 = Puzzle + invitation to receive unknown gift at the show P2 = Puzzle only

C = Coaster + invitation to receive a matching mug at the show

I = Invitation to receive a mug at show M = Mug F = Flashlight

FINDINGS

Invitation response (booth traffic) was significantly higher for Groups A, B, and C (who all received an invitation to receive a gift at the show) than for Groups D and E (who did not).
The response rate was highest for Group B (11.6%), whose members received a gift set ( a coaster before the show and a matching coffee mug at the show). This is 61% higher than the runner up (Group C) and almost three times higher than Groups D and E.
The gift set also increased the memorability of the invitation. Group B remembered receiving the invitation 37% to 304% more than the other groups. Groups A and C also remembered receiving the invitation significantly more often than Groups D and E.
Group B also showed the most goodwill (positive feelings) toward the company.

These findings demonstrate the effectiveness and flexibility of using promotional products to increase customer awareness, goodwill, and traffic at trade show exhibits.

Mitch Carson owns and operates Impact Products LLC and can be found @ http://www.impactproducts.net

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Goodwill

A

FINDINGS