Trade Shows 2.0: How the economy is affecting trade shows and what you can do about it!

Trade Shows 2.0

When the going gets tough, the tough adapt. The economic downturn has unleashed its widespread effects on companies in every industry, but it's not time to make any knee-jerk reactions just yet. Instead, attempt to learn more about the changing face of business and see what strategic changes you can make to remain competitive while competitors stagnate.

Case in point: As the "Promo Know-How People", we spend a healthy amount of our time checking out trade shows across the country. We make it our job to see how people are promoting their booths, what giveaways they've got on hand, and just how successful their promotional marketing techniques are. In the past few months, we've noticed a definite decrease in the amount of foot traffic at the trade shows we attend. At first we got a bit nostalgic and misty-eyed...but then we realized something very important about the people who were still at the shows...

They were dead serious about making legitimate connections!

That's right: all of the flaky pen-hoarding freeloaders have drastically reduced in numbers - which leaves just the high-quality prospects interested in learning more about their industry. Imagine that! If your company has scaled back its presence at trade shows and events due to the economy, we highly suggest you re-think that move. With less riff-raff and distractions of the past, it's a whole new ballgame.

Here's some tips we compiled based on our real-world experiences that will help you succeed with this new breed of trade show:

ePromos Fact: Be selective about who you give promos to.

Even though the trade show audience has changed in dynamic, doesn't mean that you should start throwing product at everyone you see. With the way budgets are being slashed and execs are meticulously looking at expenses, you need to rethink the way you give out your promos - by giving to only quality customers and prospects. Give out products to customers that have a higher potential to buy - particularly those that engage your salesperson and are genuinely interesting in your company.If someone has a clear need for your products and services, giving them a promotional item can put you closer to the threshold for closing the deal.

ePromos Fact: Use higher-perceived value items - reduce the amount of "snatchable" free giveaways you provide.

An item with high-perceived value is any product that looks or functions the same way a high-end item would - without the hefty price tag - and isn't something that you would give away to just anyone. Using these potent giveaways on potent prospects is a recipe for networking success. Since the attendees at trade shows are ready to do business, giving them a gift that they won't forget is an easy way to seal the deal - or at the very least, make your company name and contact info stick.

Items like: Non-woven tote bags, puzzles, mugs and notebooks are all engaging high-quality trade show gifts.

ePromos Pick: Non-woven Zippered Tote

ePromos Fact: Webinars Are Popular - But Need Engagement

Another reason for the trade show attendance drop is the fact that many shows are going virtual. Five years ago the concept of a "webinar" was bound to induce some confused responses, but these days it's becoming more widespread and accepted - but companies that are running these digital shows are missing out on a huge opportunity for engagement. Once a web-based show is over, it's easy for employees to forget all about it - and your company - as they return to their daily tasks and responsibilities. By sending a direct mail promo you can instantly remind them of the value your company provides. Direct mail items also add an important physical element to an otherwise "invisible" bond between you and virtual show attendees. The physical product can definitely help to engage viewers and get them more involved and interested in your presentation - especially if you find fun and unique ways to tie the two together.

ePromos Pick: Drawstring Backpack

Trade shows may be changing in these tough times, but we know that you'll do just fine adapting to new circumstances. Don't give up on trade shows yet! You'll be pleasantly surprised when you see just how much better the quality of these shows have gotten now that free-stuff aficionados are no longer in abundance. Good luck!

Old: Cheap Pen - - - New: Hand Sanitizer

Pens have been a staple at trade shows forever, it seemed that nearly everyone at every booth had some sort of pen. While they are great and are effective - we've been noticing a trend of personal products cropping up in the booths...particularly hand sanitizers. Think about this: You are meeting and greeting hundreds of people all day long - shaking hands with them all - with a promotional hand sanitizer at the ready, your booth employees and vis itors are going to be happy, healthy, and free from germs.

Hand sanitizers may be all the rage and creeping up as the "new kid on the block", who says you can't have the best of both worlds?

ePromos Alternative Pick: Antibacterial Hand Sanitizer Pen

Old: Store Bought Candy - - - New: Branded Food and Chocolate
At many trade shows that we attend, we see less people buying store bought candies to use as handouts and more people going the way of imprinted candy instead. While the store-bought candy may be cheap, it gives off an unprofessional look and doesn't leave a lasting impression with your prospects. Your goal at these trade shows is to give information to your potential clients - you can make the greatest impression by giving out customized chocolate and candy.
ePromos Alternative Pick: 12-Piece Promo Gum Pack - Logo all four sides with stunning full-color imprints.

Old: Non-woven Tote Bag - - - New: Imprinted Messenger Bags

Non-woven tote bags continue to be a popular giveaway at trade shows and other events, and why not - they are eco-friendly and perfect for carrying around a whole bunch of other trade show items. But we've seen more and more exibitors switching out the totes for a product that has a much higher perceived value without a huge price tag - imprinted messenger bags. Tote bags are great for their functionality and versatility, but messenger bags give off a more professional feel and can be used for travel or as gifts.

ePromos Alternative Pick: Non-woven Messenger Bag - Made of the same material of tote bags your competitors will be handing out, this non-woven messenger bag will give a fresh look to your trade show gifts.

With these fresh alternatives your 2009 trade shows are sure to be a hit!

Bars, pubs, and restaurants are the perfect environment for these St. Patrick's promos. We've got everything you need to create the perfect atmosphere for St. Patty's celebrators - light up blinking shamrocks, clover-shaped stress balls, and even compressed t-shirts in the shape of the lucky four-leaf! You can use these items as giveaways or imprint them with your company information and resell them to create some extra revenue on the 17th. You can even raffle items like our four-leaf clover aluminum frame away to lucky revelers!

By putting these St. Patty's promos to use you'll create the perfect party atmosphere at your establishment while creating some long-lasting advertisements in the process. When the party's over, patrons can take these promos home where they'll serve as a constant reminder of the fun and good-times you have to offer!

Happy St. Patty's Day everyone!

Plan ahead and take advantage of the following promotional opportunities.

Want the full list of promotional events? Check out our promotional calendar.

What better way to start the trade show season than highlighting three of the hottest trade show products for 2009. These products are popular, functional and guaranteed effective for your next trade show or event.

Hand Sanitizers:

Personal items are one of the hottest trends at trade shows, and hand sanitizers are at the top of the list of "most wanted giveaways."

Vinyl Luggage Tag

Luggage tags have been making a huge splash on the trade show scene this year, and they are only going to get more popular.

Mints/Candy/Gum:

Credit Card Mints

Mint and gum giveaways are still among the most popular trade show items. Like the item pictured above, these imprinted beauties deliciously give out your contact information and give your customer something to snack on as they booth hop.

Gel Stress Balls:

This different take on the typical stress ball has a silicone gel inside and a lycra fabric outside. We've recently seen this particular gel stress ball work for a financial services company:

Stress Ball Yo-yo:

This stress ball is just plain fun. If this stress ball yo-yo doesn't relieve your stress - nothing will. At a trade show we attended last year, we actually saw how this product boosted traffic to a booth that was towards the back of the trade show floor.

Stress Ball Keychain: