Challenge: To identify a tradeshow giveaway with high perceived value for favored customers and qualified leads
One marketing strategy—more than any other—presents incredible opportunities to promote products old and new, to fill the funnel with qualified leads and to increase brand visibility. That strategy: the tradeshow. According to the Incomm Center for Trade Show Research and Sales Training, up to 60 percent of booth visitors are part of decision-making teams—80 percent of which make decisions about products and providers while at the show. Also, according to Incomm, 52 percent of show attendees are more likely to stop by your exhibit if you offer samples and giveaways.
The tradeshow strategy is an ongoing effort for NAVTEQ, a leading provider of comprehensive digital map information for automotive navigation systems, mobile navigation systems, Internet-based mapping applications, as well as government and business solutions. With more than 3,800 employees in 194 offices in 42 countries around the world, NAVTEQ is a regular at highly attended industry-specific national and international tradeshows, including the Oracle Openworld in San Francisco, ExpoComm in Buenos Aires, GITEX in Dubai, the Mobile Asia Congress in China and SITL in Paris.
For one of its recent upcoming shows, the NAVTEQ team tapped the tradeshow-know-how of ePromos Promotions Specialist Valerie Bogucharova for help in identifying and selecting a unique, high quality product that would drive booth traffic—and thus leads and sales. The team wanted a promotional product with high perceived value to impress current customers and qualified leads, as well as with an upscale appearance in keeping with the firm’s image and brand.
Solution: Aluminum divot repair multi-tool to extend promotional reach
Their selection: an imprinted, aluminum divot repair multi-tool in NAVTEQ’s corporate blue complete with ball marker, knife, nail file, screwdriver and divot fixer. Being a multi-tool extends the use of a typical on-course-only golf companion to that of an on-the-go, anytime-anywhere pocket companion. And where companion goes—the NAVTEQ names goes as well.
Result: Tradeshow success—many new people met, many great impressions left
The NAVTEQ team reports tradeshow success: gift recipients were duly impressed with the high quality giveaway, helping to drive high, steady booth traffic throughout the event. The team thanks the divot tool as an indispensible part of their show success, crediting the promotion for many opportunities to meet and speak with prospects and customers alike.
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