Does your company spend thousands of dollars a year on give-aways, tchotchkes, or premiums, specifically purchased for trade shows? How many mousepads, pens, keychains or coffee mugs have you purchased in the past few years? Do you know what your customers do with those items when they return to their office? Well, most of them probably give these items to their kids, a co-worker, or stick them into the office supply cabinet. So, the question is, what is the ultimate give-away item? And how much does it cost?
How about putting together a small booklet, somewhere in the size of 3.5-in. x 6.5-in. or pocket size. And make the content somewhat substantial, say 16-24 pages. Offer hints, tips, and techniques relating to your business. One of the most popular booklets that I created for a client was an Applications Guide for life science customers. Years later, when the booklet, was out of print, customers requested that the booklet be updated.
Booklets are not that difficult to create. You just need to decide what information should be included. Ask your customers at the next trade show what would be of value to them. You may even have the information somewhere within your company. Talk to your customer service department and find out what questions they frequently are asked by customers. It could be a tutorial, how to, list of references, or whatever you think your customers might frequently use.
Another option is to purchase a booklet from another publisher that is already in print. Make sure it is something your customers would refer to over and over again. You could design a book jacket with your company name and logo and the words “With our compliments” on the front cover and your address, website, and other corporate information on the back of the jacket.
Either option can be accomplished for about the same price or less than what you are currently spending on tchotchkes. So, when it comes to trade show tchotchkes, be creative, but practical.
