The Ultimate Trade Show Playbook: From Booth Design to Promotional Giveaways

A successful trade show requires more than reserving booth space and ordering promotional giveaways. Exhibitors need to plan how the booth will look, how employees will interact with visitors, what information will be collected and what happens after the show is over.

Whether you are preparing for a large industry convention or a smaller regional event, a coordinated plan can help you make better use of your time, budget and promotional merchandise.

Start With a Clear Objective

Before choosing booth displays or giveaways, determine what you want to accomplish. Your objective might be introducing a new product, meeting prospective customers, reconnecting with existing clients, scheduling demonstrations or generating sales leads.

Knowing the purpose of the event helps guide decisions about booth design, staffing, printed materials and promotional products.

Plan Your Trade Show Budget

Booth space is only one part of a trade show budget. Other expenses can include displays, shipping, electrical service, furnishings, travel, employee expenses, printed materials and promotional merchandise.

Review the exhibitor information supplied by the show organizer carefully. Deadlines, shipping instructions and booth requirements can vary considerably from one event to another.

Create an Inviting Booth

Your booth should make it easy for attendees to understand who you are and what your company offers. Clear signage, readable graphics and an uncluttered layout can help visitors quickly decide whether they want to learn more.

Avoid filling every available space. Leave room for visitors to enter the booth, view products and have conversations with your staff.

Keep Your Branding Consistent

Booth graphics, table coverings, employee apparel, printed materials and promotional products should present a coordinated appearance. Consistency helps visitors connect the different elements of your display with your company.

Keep your primary message simple. Trade show attendees see many exhibitors during the day, so your company name and main message should be easy to recognize.

Prepare Your Booth Staff

Employees working the booth should understand the purpose of the event and their responsibilities. Decide in advance who will greet visitors, answer questions, demonstrate products and collect contact information.

Friendly conversation is generally more inviting than immediately launching into a sales presentation. Ask visitors about their needs, listen to their answers and provide information that relates to their interests.

Choosing Trade Show Giveaways

Promotional products can give attendees something tangible to take with them after visiting your booth. The right giveaway depends on your audience, budget, industry and the type of event.

Pens, bags, drinkware, keychains, notebooks, tech accessories, stress relievers and other promotional merchandise can all be considered. An unusual product can attract attention, while an everyday item may appeal because of its practical use.

Bags Can Be Especially Useful at Trade Shows

Attendees often collect literature, samples and other materials as they move through an exhibit hall. Promotional tote bags can provide a convenient way to carry those items while displaying the sponsoring company's logo.

Consider the size of the event and what attendees are likely to carry when choosing the size and style of a bag.

Drinkware and Everyday Merchandise

Water bottles, tumblers, travel mugs and cups are familiar promotional choices because they can be used in many settings. Writing instruments, notebooks and desk accessories can also be appropriate for business-oriented events.

Product features and imprint options vary, so review individual product specifications when choosing merchandise for your show.

Match the Giveaway to Your Audience

A giveaway is more relevant when it relates to the people attending the show. Technology companies might consider useful tech accessories, healthcare organizations may prefer wellness-related merchandise, and sports organizations may choose products connected with athletics or outdoor activities.

You can also select merchandise based on the theme of the event rather than your industry. The important consideration is whether the product makes sense for the recipient.

Consider Different Giveaway Levels

Not every visitor has to receive the same promotional item. Some exhibitors use an inexpensive giveaway for general booth traffic and reserve a different gift for scheduled customers, qualified prospects or special meetings.

This approach can help businesses manage their promotional merchandise budget while still having an appropriate item available for different types of visitors.

Give Visitors a Reason to Stop

Product demonstrations, contests, samples and hands-on displays can encourage visitors to spend more time at a booth. The activity should relate naturally to your business and leave enough opportunity for your staff to speak with attendees.

If you hold a drawing or contest, review the show's rules and any requirements that apply to your promotion before the event.

Have a Plan for Collecting Leads

Decide before the show how your team will record contact information and notes from conversations. Depending on the event, this might involve an organizer-provided badge system, a digital form or another method.

Recording a few useful details about the conversation can make follow-up more relevant than simply collecting a name and email address.

Follow Up After the Show

Trade show planning should include what happens after everyone returns to the office. Organize the contacts you collected, review notes from booth conversations and determine which visitors require follow-up.

When contacting a prospect, referring to the conversation or product discussed at the show can make the message more useful and personal.

Review What Worked

After the event, review the results with your team. Consider the quality of the conversations, number of useful contacts, scheduled meetings, product interest and feedback from booth staff.

Also note which promotional products were appropriate for the audience and whether quantities were sufficient. These observations can help improve planning for the next event.

Trade Show Promotional Products From Garrett Specialties

Garrett Specialties has been helping businesses and organizations select promotional merchandise for trade shows, conventions and corporate events for more than 30 years. Our selection includes bags, drinkware, writing instruments, stress relievers, tech accessories and many other customizable giveaways.

If you need help selecting promotional products for an upcoming trade show, call Garrett Specialties at 1-800-320-1510.