Trade Show Booth Staff Training Expert, Susan Friedmann, CSP, The Tradeshow Coach

In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, explains effective ways to use tradeshow giveaways.

They should be a token of appreciation. A way to say “thank you” to your prospect for visiting your booth.

See transcript below.

Tradeshow Training Minute Transcript: How to Use Trade Show Giveaways Effectively

This is Susan Friedmann, the trade show coach, with another trade show minute.
Today, I’m going to focus on giveaways. You know, those little trinkets, the tchotchkes that people give away at trade shows. Well, what’s the purpose of them?

Tthe purpose is that it’s a token of appreciation. Somebody comes to your booth, has a conversation with you, and then you give them something as a token of appreciation as a thank you.

You don’t want to leave them lying out so everybody can take them. This isn’t a free for all. It doesn’t mean that people are going to remember you just because you leave it out.

I’ve got a pot of pens in my office. I couldn’t tell you whose name is on any one of them. The most important thing to think about is, give away something that is related to your business, something that reminds people of who you are, and what you do.

Something that’s useful to them. Maybe it’s a tip sheet, maybe it’s some guidelines, maybe it’s a white paper, a special report, a case study.
Things like that, people do not throw away.
Also, they’re of no use to the kids, or aunt Sally as the scrunchie, the toy, the cap, the T-shirt – those are all great, but the fact is, at the end of the day, is it going to remind people about who you are and what you do?

Think about that next time you want to give something away at a trade show.

This is Susan Friedmann, the Trade Show Coach, visit my website thetradeshowcoach.com.
Read my book, “Meeting and Event Planning for Dummies”, and I’ll see you on the next Trade Show Training Minute.

In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, shares the most important points every exhibitor needs to know on how to prepare their people to work a trade show.

Two weeks ago, I offered you a challenge – “how to avoid being invisible on the trade show floor.”  One of the three ways I shared is to “be different.”

This week I was re-reading one of my favorite books, “A Whole New Mind,” by best-selling author, Daniel Pink. In it he claims, “we’re living in a different era, a different age.  An age in which those who “Think Different” will be valued even more than ever.”  He discusses that right-brain thinking (the creative side – think in pictures) is every bit as important now – in some cases more important – than left-brain thinking (the analytical side – think in facts and figures).

Pink further discusses “six senses” or six “right-brain directed aptitudes,” namely, design, story, symphony, empathy, play, and meaning.

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Spring is a time when we brush off the winter blahs and just feel the urge to be active. It’s a time when we wake up our body, mind and spirit.

The question is how often do you exercise your exhibiting muscles?
Do you have a regular workout designed to increase your trade show dexterity and boost results?

Whether you’re looking for strength training to increase your competitive edge, flexibility to improve your marketing strategy, or just general overall fitness, a regular workout program is a must.

Find your level of fitness training in the following:

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What do you do when you’re down to your last brochure?

While it’s true that the vast majority of marketing materials distributed at trade shows and conventions wind up in the trash long before the attendee gets on a plane headed home, there’s still a clear expectation that exhibitors will have some kind of sales collateral material to hand out to interested parties at the show.  These include catalogs, brochures, spec sheets and more.
What happens if you’ve underpacked?  You’ve brought 500 spec sheets, and it turns out you have 2,000 people interested in that item.  Do you send the attendee away empty handed?

You don’t ever want to give away your last brochure!  Instead, make one booth staffer accountable for keeping track of literature supplies throughout the show.  If you start running low, it’s time to take action!  Here are your three options to ensure you don’t run out: Continue reading…