There are three more mistakes you want to avoid when choosing and purchasing promotional items for your trade show.
Mistake #5 – Ordering Late
So what portion of your overall responsibility includes purchasing trade show promotional products? One percent or less? This is probably the reason why so many buyers find themselves ordering late and paying for rush service and overnight shipping.
Think about this - every promotional product sold is customized. Unlike retail products, these products aren’t just taken off shelves and shipped. The reality is that they require time to produce.
So what should you expect when it comes to timing? Well to start, you should figure on the art preparation (1 to 2 days) the production (standard 5 to 10 days) and the shipping (ground 1 to 5 days).
Here’s the worst part. If you think paying through the nose to rush an order is your biggest problem, guess again! The fact is that rush orders have twice the risk of creating much bigger problems. Imagine getting the wrong product, having a misprint, or even missing a delivery in time for the show.
Mistake #6 – The Show is Over – Or is it?
You know feeling at the final hour, right? Phewfff... It’s over. If you are like most exhibitors, you pack up your booth and wait until the next show to market again. But here’s the truth - companies that get the best results will market continuously to the contacts they met at the show until the start of the next show the following year.
If you think it’s nothing, think again. The most successful exhibitors continue to build on their original presentation with consistent follow up.
Whether you are going to call, postcard, mail a catalog, or set up an appointment, it is important to keep the leads warm. And there is no denying that the continuous exposure of promotional items will help.
Mistake #7 – One Size Does Not Fit All
If you’re giving customer gifts at your show, you need to carry different levels of customer gifts to give to different customers.
Think about it this way. Say you get 80% of your business from 20% of your customers. Don’t you think those 20% deserve the most of your attention and appreciation? I can’t stress this enough. You need to give that 20% something fitting for their contribution to your success.
Think and plan ahead to reward your best customers with something that will make them feel appreciated. There are plenty of higher end executive gifts that come in small quantities.
Now keep in mind, for the average customer it may not be important to spend a lot, but it is still important to give them something nice. Remember, they are still your customers and this is a great way to secure their loyalty. And don’t forget... your competition is likely lurking somewhere around the same show looking for an opportunity to gain your old business.
RJ Williams is the owner of PoorRichardsPromos.com. Trusted by more trade show vendors for quality trade show giveaways and corporate gifts. Wise buyers save 5% on every order & get a free sample credit. Become a Wise Buyer and receive a full version of this report, free sample credit, and 5% Off every order for life.
