As 2017 rolls out, both big companies and small and medium size businesses (SMBs) are looking for ways to increase their visibility, strengthen their reputations and engage customers. Trade shows are one tactic that businesses in almost every sector rely on.

Promotional products distributors can most effectively help their customers by talking to them about the trade shows and events in which they participate. More importantly, firms that serve SMBs and even larger companies shouldn't focus on simply adding logos to the latest and greatest products. Instead, talk to business customers about how they can truly make an impact on trade show guests and stay on their minds well after tear-down.

What Makes Good Giveaways

Business 2 Community asked the question outright: "What makes a good trade show giveaway?" The online business news and opinion resource came up with a few qualifiers:

• Make it budget-friendly. Certainly any part of business promotion must make sense financially. When exhibiting at trade shows, businesses should focus on activities to attract more attendees to their booths or tables. Giveaways accomplish that goal but SMBs should still spend wisely.
• Go beyond free to provide value. Perhaps the smartest investments are promotional products that are both useful and have value. SMBs should think about their trade show audiences and try to put themselves in their prospects’ shoes.
• Brand thoroughly. All promotional products, whether they are trusty office items or fun and quirky toys, must have the businesses’ logos on them. Furthermore, phone numbers, websites, social media handles and other contact details enhance effectiveness. While this seems like common sense, B2C writes that "even the coolest giveaways will fall flat if the attendee cannot remember where they got it."

Would you pick up a branded quality pen? If not, what would catch your attention and interest — golf balls or cute stuffed animals for your kids? The correct answer comes from knowing audiences and who the end customers are.

As we also discovered last year, certain promo products including fleece vests, matchbooks and plush toys, become sought-after collectibles once they were embellished with logos.

Covering the same subject, Trade Show News Network (TSNN) had more advice, particularly when it comes to SMBs picking products that relate directly to the products or services they offer. Some examples they mention:

• Dry cleaning businesses that distribute pocket packs of lint sheets, lint brushes or other clothing-related maintenance products, with logo and contact info printed on each pack. "The relationship between the dry cleaner and the promotional item is apparent to event attendees, establishing proper context for the business."
• Technology firms that give away protection sleeves, device cases or other tech-related products. Firms that resell software, provide desktop and office support, or offer specialty services like security, can score points with these products. When an "item is relevant to the company’s services, it targets an audience of people who are concerned with data security, and it is very useful."

TSNN also wrote in October about another key part of the trade show experience: for businesses to give potential customers at events ideas of who they are and, ultimately, for SMBs to tell their brand stories.

"Telling your story effectively is all about creating a lasting emotional connection to your brand that attendees will remember even after the trade show is over. In order to cultivate that authentic reaction, spend your customization investment wisely."

The post's author Lauren Melnick hints that lower-cost stock items like t-shirts and snacks are something that most attendees consistently grab. But she advises businesses and promotional products distributors that serve them work together to come up with something can conjure a longer lasting impression with future customers.

"Seek out impactful products that are branded, beautifully designed and useful long after the initial gifting is over."

Idea Custom Solutions wishes you a successful 2017. We look forward to serving your needs for production-ready files — vector artwork, embroidery digitizing, logo design and more — to decorate the items your customers choose to set themselves apart at this year’s events!