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Trade Show Handouts Work
To promote traffic at its booth, an exhibitor sent invitations to 4900 trade show registrants. These registrants were further broken down into smaller groups which received from zero to five gifts (before, at and/or after the show). Gifts included logoed flashlights, imprinted mugs, mug and coaster sets and a promotional puzzle. See the table at the right for group descriptions.
To learn what gift combinations had the best results, researchers measured booth traffic, post-show memory of having received the invitation, and registrant goodwill toward the company after the show. The results are presented in the table and described below
- Invitation response (booth traffic) was significantly higher for Groups A, B and C (who all received both an invitation to receive a gift at the show) than for Groups D and E (who were not promised gifts)
- The response rate was highest for Group B (11.6%), whose members received a gift set (a coaster before the show and a matching mug at the show). This is 61% higher then the runner up (Group C) and almost 3x higher that Groups D and E.
- The gift set also increased the memorability of the invitation. Group B remembered receiving the invitation 37% to 304% more than the other Groups. Groups A and C also remembered receiving the invitation significantly more than Groups D and E.
- Group B also showed the most goodwill (positive feelings) toward the company.
These findings demonstrate the effectiveness and flexibility of using promotional products to increase customer awareness, goodwill and traffic at trade show exhibits