Next time you attend a trade show, take a good look at the promotional gifts that are being handed out by exhibitors and gauge the value of the gifts.  The value in this case is not how much you think they cost but the business value in using that particular promotional item.

A good calendar is an ideal promotional gift, not least as it is used every single day of the year and I particularly like desk calendars of the page a day variety.  With this in mind, I also like mouse pads as everyone uses them and there is always a demand for a good mouse pad whether at home or at the office. Every day, the recipient is going to see my business name and contact information as well as getting some practical utility from my gift to them.

One characteristic of a good promotional gift is that it is likely to be keeping your business name in front of the attendee long after the trade show has ended.

I also like using golf balls with the company logo stamped on them.  If an attendee does not use them for their own use, they are usually handed on and so go into circulation but I ask if a visitor to my booth does actually play before I make them a present.  My thoughts on using a gift that will be used in recreational time is simple; if they are enjoying themselves when they see my name and my gift, there is an association between my company and having a good time which flows through in business relations.

I also like stress relievers and gifts which I term, “funnies”; you’ll have seen them yourself, gifts such as little dolls or mouse shapes to stick on the computer screen, stress relievers made to be squeezed, a desk toy or novelty item.  My experience has been that these types of gift need to be sufficiently different from the rest of the gift range to pique some interest and I also find the humor aspect of such a gift ensures that they are used in the future by attendees.

Finally, travel mugs are very popular and the steel variety gives an impression of a gift that has real tangible value and not simply utility.  Whenever I have these on my booth, I am always having to deal with a barrage of requests for them and the issue is really how to handle the serious business prospects from the attendees who are just looking to get a free gift that they will really be able to use.

This is a serious point when it comes to promotional gifts; remember that they are your gifts to give as you please and not for attendees to simply claim as of right because they have turned up at the trade show.  I use trade show gifts to reward those business prospects who have let me demonstrate my product lines, or have engaged in a meaningful conversation regarding their needs and requirements and how my business can help them, usually resulting in a meeting at a later date.  I use the gifts as a means of saying “Thank you for your interest” and to keep my name and business in front of them after they’ve left my trade show display and the show and NOT because I am a generous soul who likes giving free stuff away.

Use your promotional gifts wisely and don’t be afraid to say, “No!” to an attendee looking for a handout.