Gimme, Gimme Gimmicks

Trade shows are all about getting your message across, about differentiating yourself from the thousands of other companies fighting for the same space and market share as you. One of the best ways you can do that is to get them to take your message home with them in the form of a “gift.”

There are three main reasons to have a gimmick or promotional item at your booth:

To draw traffic to your stand. This is especially helpful if you are in a less than central spot away from the main thrust of the traffic.

To increase your exposure throughout the show floor. Think about it, you occupy a really small percentage of the total floor space available. How can you maximize your presence?

To help attendees remember you after the event. Maybe they didn’t do any business with you this time, but seeing your name after the show might just be the boost they need for the next trade fair.

Sometimes it’s best to go back to basics. One of the easiest ways for people to notice you is if your message is on display. How? Try providing a good, quality tote bag, with your company name and logo displayed on it, of course. At JCK Las Vegas, New York-based jewelry Mimi So was handing out big, strong bags with her name on them. The result? The bag lasted long past the show and now does its duty in cities all over the world. Take that out onto the street of New York, Tel Aviv or Mumbai and think of all that lovely free advertising, all for the price of a bag.

Another example of promotional gimmicks, though one that is becoming increasingly prevalent, is supplying bottles of water with a company name or organizational logo on them. Trade showing is hard work and it’s thirsty work and any bit of (free) respite is always welcome. At Vicenza this year, the World Gold Council was doing water boy duty, and at GIA Symposium a couple of years ago, it was the IDI who was quenching thirst. See, it’s stuck in my mind months and even years after the event.

For those who want to offer something a little more high-end, how about an iPod or digital camera, to be won as a raffle whose entry can only be done by visiting the booth? It’s a good way to increase traffic if you need it. But make sure you tie in the giveaway to your product. Get the company name etched onto the item. But beware; you are likely to attract a lot of visitors who are not actually going to do business with you. On the plus side, you will look popular and nothing draws a crowd more than, well, a crowd.

 So how about a drawing for something that your company actually deals in – maybe a piece of jewelry or a loose diamond? You’ve probably got items sitting in your inventory that you can’t get rid of, for whatever reason. Well, here’s your chance not only to offload the piece or pieces, but to make a splash while doing it. Just make sure you publicize the prize drawing to attract as much attention as possible. Hold the drawing at a time that you know the area around your booth is likely to be busy. In addition, speak to the show organizers well in advance of the event to find out how they can promote you in the show catalog.

But before you rush out and order thousands of gifts, take marketing guru Seth Godin’s advice. On his blog he says, “Along the way, some people in search of the remarkable have resorted to gimmicks to get the word out about their work. Gimmicks might work fine if you run a chain of fast food restaurants or a website, but gimmicks certainly get in the way of building a reputation if you’re a lawyer or a doctor [and possibly a diamantaire].”

There is no point just having any old promotional item. Think about what it is you are planning on achieving with it, and make sure it adds rather than detracts from your business.