Accurately Estimate Amount of Tradeshow Giveaways to Order

When you research which tradeshow event to attend, always get estimates from the event sponsor on the expected attendance rates based on previous years. If they don't provide it, ask for it so that you can estimate how many promotional items to order. Additional clues might be found by checking with nearby hotels on how sold-out their rooms are.

I recommend: Do your research on trade shows events and venues through sites like:  TradeShowWeek.com .

Choose a Practical Promotional Item, Taking Size and Cost Into Account.

Remember that it is important to select a promotional item that is useful, attractive, and doesn't take up too much space for visiting out-of-towners, yet is still large enough to properly display your company's logo and/or message.

I recommend: Consider choosing something like  promotional tote bags as your primary giveaway.  A high-quality alternative, that is also practical and doesn't take up much space, is personalized keychains.  Take into account the cost and quantity of items needed, but don't let cost alone influence your decision;  don't sacrifice quality or your company's image just to save a few dollars.
***Note that according to the PPA.org: "As a rule, promotional products of greater value generate more sales leads than products of lower value." 

Have a Back-Up Supply of Promotional Items In Case You Run Out.

Always have a back-up supply of promotional items in case you run out of your main supply. Even if it is a smaller item, it's better to have something than nothing.

I recommend: Having a supply of trade show bags on hand not only provides you with an additional piece of identifying promotional material (and a walking billboard), but it can also serve as a back-up in case you run out of giveaways by the end of the event.

Order all your promotional supplies from the same vendor.

Consider ordering all of your trade show supplies from the same vendor. This may help you reach order minimums and reduce shipping costs. Have your promotional products shipped directly to the event venue, a nearby company office, or the hotel you will be staying at.

I recommend: Review your promotional product vendor's shipping and order minimum policies and look for quantity discounts.  Often there is value in ordering several trade show promotions from the same vendor in one combined order in order to qualify for the benefits of larger order sizes.

Have Adequate Print Material On Hand, Too.

At a tradeshow you want to have at least as much print material (e.g., brochures, flyers, business cards, etc.) on hand as you do tradeshow giveaways and promotional items.

I recommend: Review your company identity design to see if the logo, business card, letterhead, banners, etc. are consistent, coordinated, and reflective of the company image you want to present to others.  The image and quality of your promotional item should also be consistent with your company identity design.

Plan Your Trade Booth Manning Strategy.

Before hand, plan out how your booth will be set up. Decide if your booth personnel will consist of salesmen, subject matter experts, or both. Plan where they will stand. Are they blocking access to information on the table? Are they handing out the giveaways and engaging potential clients in conversation?

I recommend: Make sure that those manning your booth and representing your company are easily identifiable as such;  have them wear clothing of similar style, or provide them with a "uniform" shirt with logo, and have them wear preprinted quality trade show badge holders.  Even if the trade-show-sponsors already provide all attendees with badge holders, feel free to offer a good quality one that attendees can later re-use when travelling or on vacations, such as cruises (i.e., another walking billboard).

Don't judge a book by its cover.

When evaluating potential clients that visit your trade show booth, be careful to not judge the book by it's cover. There will be times when you can't accurately assess, by appearance or attitude alone, if the person you are dealing with is a key decision-maker or decision-influencer or not. Some people aren't always easy to read. Word-of-mouth, both positive or negative, makes everyone a potential decision influencer.

I recommend: 

Don't sweat the small stuff.

Granted that there is that percentage of tradeshow attendees that think of tradeshows as just time away from work or as that free trip on the company's dime. This group of people will look at your trade booth as a source of "freebies" to bring home as gifts for their friends or families. This is one of those inevitable annoyances that can surface at trade shows. Don't worry about it, those people aren't your target audience anyway. Give them their piece of swag and let them move on.

I recommend: There will be people that show up at your booth that just want the "freebie" and don't care about your product.  There will always be things that won't go as you plan, both at your tradeshow, and in life.  Don't worry about the things that won't mean anything in the long run.  Stay positive and "don't sweat the small stuff."