How to Dominate Your Next Trade Show

Oct 31, 2019 | Promotions

Tradeshows can be the most important events of the year for companies in many different industries. For some, customers don’t come through walk-ins, phone orders, or web browsing; instead, the majority of business comes from meeting and greeting people at tradeshow or convention booths. For these companies, those few hours on the convention floor can spell success or disaster, and it’s vitally important to make the best possible impression.

Dominating Mindshare

While there are exceptions, most prospective customers don’t make a snap decision about what product to buy there on the floor of the con. Instead, they look at all the competition, hear each company’s pitch, and make their decisions back in the comfort of their offices. You could have the best pitch but if you don’t stick in your prospective customer’s mind, you won’t be the one getting the call at the end of the day.

Let’s call your portion of the customer’s memory your “mindshare.” If you’ve got a corner on the largest percentage of your customer’s mindshare, you’re far more likely to get the sale. So the question becomes: how do you dominate their mindshare so that you have the best chance of being the one they choose? Of course you can’t overlook the quality of your product, the polish of your pitch and presentation, or the personability of your rep on the floor. But promo products can provide you with that extra edge that lifts you over the competition.

Promo Products Build Mindshare

A promotional product is one of the most cost-effective and frictionless methods to build that customer mindshare. Consider some astonishing facts about promotional products. Eighty-nine percent of consumers can recall the advertiser of a promotional product they’d received in the last two years. Logoed mugs are more effective advertising than radio and television spots; 57 percent of people were able to recall the advertiser on a mug, versus 32 percent of radio and 28 percent of TV. And the cost-per-impression of a bag is only one-tenth of a cent ($0.001)!

Consider what that means for your business. For a fraction of the cost of pay-per-click advertising, billboards, and television or radio spots, you can get your brand into the hands of customers, where it’ll continue making an impression long after you’ve finished your sales pitch. At a con or tradeshow, a bag or wearable can have an even greater effect: think about the hundreds or thousands of convention goers passing by, and then imagine only a few dozen of them carrying a bag with your brand emblazoned on it. Now you can see the power of promotional products!

A Holistic Approach to Your Next Tradeshow

With this information in mind, you can develop a plan for the most effective tradeshow experience.

  • Think of some ways to integrate your promotional products into your sales pitch.
  • Consider which promotional products have the largest impressions per unit cost, and focus on providing these at the same time as your presentation.
  • Get out from the booth! Send some reps onto the trade floor (wearing your merch, of course!) to hand out bags or totes with your branding.
  • Above all, don’t pass up any chance to get your brand in the hands of customers.

By integrating promotional products into your next trade show experience, you have the opportunity to make a positive impact on the mindshare of potential customers. You can apply these principles to other situations as well, whether it’s as simple as having a jar of branded pens on the desk or as complex as creating a whole line of branded merch to be available on a company store for interested customers.

JMA Promotions is in the business of making your brand identity a part of your customer’s mindshare. We are in the business of solutions, providing program management to our customers, a catalog of thousands of promotional products from quality suppliers, and high quality in-house embroidery to ensure that your brand impression is the best it can be. Give us a call or schedule a meeting to see how best we can help you meet your sales goals. And relax…JMA is taking care of it!

Talk to me about prepping for a tradeshow today!

Ann Smrekar

Ann Smrekar

Client Services Director, Program Orders