Driving Traffic To Your Trade Show Booth

Promotional products can play a significant part in increasing traffic to an exhibitor’s trade show booth, thereby helping to maximise the company’s investment in terms of time, effort and money. This gives a distinct advantage over other exhibitors who are all clamouring for the same buyers’ attention.

Research shows that the most successful exhibitors – in terms of business generated and leads collected – write to their customers and prospects before a show. A simple direct mail campaign to invite recipients to visit you will most likely generate some extra traffic to your booth, but to gain maximum impact you also need to offer an incentive such as a free gift or opportunity to enter a prize draw.

Using promotional products in conjunction with pre-show mailings has been proven to have even greater success in enticing attendees to call at a booth.

The results of a study* in 2004 by Georgia Southern University, published by the Promotional Products Association International (PPAI) in the US, indicate that pre-show mailings which include promotional products are more effective than mailings without. It found that by either including a promotional product with the mailing or an offer for a higher value item to be claimed at the show led to a larger number of recipients visiting a booth to see the exhibitor’s product offerings.

In conclusion, promotional products are highly effective in increasing customer awareness and traffic at trade show booths. And the greater the traffic, the greater the potential for sales leads.

* Source: 2004 study titled The Effectiveness Of Promotional Products In Tradeshow Settings

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