Pre- Trade Show Promotional Product Mailings Increase Response

Studies have shown that preshow mailings that include a promotional product are far more effective than mailings without a product. A 2004 research study conducted by Georgia Southern University examined the behavior of preregistered show attendees. The attendees were divided into three groups. Group A received a postcard invitation to visit the exhibitor's booth; group B received an inexpensive promotional magnet imprinted with the exhibitor's logo and an invite; and group C received a postcard offering a T-shirt for redeeming the postcard at the exhibitor's booth.

Seventy-eight percent more people responded to the T-shirt offer than the postcard alone and 57% more people responded to the magnet than the postcard alone. Clearly, including a promotional product with a preshow mailing increases the likelihood of an attendee stopping by your booth to learn about your company.

As a general rule, promotional products of greater value generate more sales leads than products of lower value, but the promotional product doesn't need to be expensive to be effective. While you determine the cost of the product, it is the recipients who determine the value. Research shows most people keep promotional products for more than a year, and each time they use your imprinted product they actively engage with your brand.

The right promotional product is the hook that embeds the memory and maintains the experience. Don't wait until the last minute and just grab some candy. Trade show attendees aren't trick-or-treaters. They are your clients and potential clients. When you maximize your trade show investment and strategically drive trade show traffic to your booth, you will increase the number and quality of show leads you generate and elevate your brand by creating a powerful and positive brand experience.