Trade Show Display Giveaways Outside Conventions: Good Idea Or Waste Of Resources?

Have you ever considered using your trade show display and giveaways outside of conventions? Depending on your product and your industry, using portable exhibits at targeted distribution points improve your product's performance.

Most designers are aware that giving away free samples of your product is a good way to draw attention to your trade show display while simultaneously helping promote that product. This is common knowledge and you'll see companies utilizing this method at conventions worldwide. Although many companies use this technique and see a benefit, surprisingly few explore the option of using it outside conventions. When executed properly, a giveaway at a targeted non-convention location can provide significant return on your investment.

Why Put Up Your Portable Exhibits Outside Conventions?

Every time you can use your unit and receive a benefit for your company and your product, you're increasing the value of your trade show display. Every use you get out of it decreases the overall cost per use, making it a much stronger investment. This is not a reason to emphasize using it whenever possible, but it is a very persuasive argument for looking into uses which might have a strong benefit.

Choose Populated Areas

One of the most fundamental rules of using trade show booths outside of a normal convention is that you must always put them up in an area that is well traveled. The fewer people that are likely to pass by, the more problems you will have with a lack of interest and ultimately a lack of profit from the endeavor.

What tends to work best is to identify a target demographic and then determine the best ways to reach that demographic. If you are focusing on college students, for example, set up your trade show display at the local campus. You may have to get permission from the college president or governing board first, but portable exhibits placed here can be very lucrative. Some even have spots left open for promotional needs that can serve perfectly.

Not Every Product Is Suitable For This Kind Of Giveaway

In theory, you could use this type of promotion for any kind of item. You could arrange it so that you will attract people walking by, garner interest, and they might be successfully swayed to purchase. The problem is that not everyone will be interested in every product. Many things that would be successfully promoted at trade show booths in a convention just don't play well to the kinds of crowds you'll find outside. Remember, conventions are a highly specialized environment. You need to think carefully about whether your product will generate the same kind of excitement outside the exhibition.

If you are uncertain, it is usually better to try it than not. Each setup is relatively inexpensive, and it's easy to discontinue if you're having no luck. You'll be able to see what the response is to your portable exhibits fairly quickly, allowing you to adapt swiftly and make changes for next time.

Is This Kind Of Exhibition Right For Your Business?

The answer to this question depends on a number of different factors. The most important question is: does the average person find my product interesting and helpful? If the answer is yes, or even comes close to being yes, you will want to try showcasing outside of a convention. At worst, you'll have a lackluster turnout and gain a few customers. If you are like many companies, you may discover that your trade show booths are very effective outside of events as well, and continue using them outside whenever the opportunity presents itself.

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