Like fine wine and cheese, few things are as perfectly paired as promotional products and trade shows. Promotional products are the lifeblood of these industry spectaculars, drawing roaming prospects to your booth with the promise of a particular gift or giveaway item.

Choosing the right trade show promotion is an art form that can mean the difference between a successful event and failure. Talk to your promotional products representative about your unique needs before selecting your booth materials.

Here are some guidelines to consider when preparing for your trade show:

Know Your Target
Not everyone who comes to your booth is a bona fide lead. Consider having a lower priced giveaway item for chance encounters and a more prized item (like a portfolio or a paperweight) for promising prospects. A higher value item helps ensure that your logo remains with your prospect for a longer period of time.

Be Unique
The key to success at a trade show is the ability to stand apart from the crowd. Try to find unique giveaway items that are less likely to appear at other booths. TIP: tote bags are always good giveaways because they provide booth-goers with the means to carry the loot they pick up throughout the show—and your prospects keep them longer than plastic bags.

Prizes
Rather than have a low-priced giveaway item that everyone takes home, consider offering one higher priced promotional product that will be given away in a drawing. It’s a great way to collect information about attendees.

Send a Pre-Show Gift
Try sending a promotional product to a list of likely attendees before they leave for the show. Studies indicate pre-show giveaways can improve your booth traffic by 300 percent—and you can hand-pick the prospects you want to meet.

Imprint Your Information
A business card can be lost or tossed. Try imprinting your phone number on your promotional giveaway (use common sense—it’s great on a refrigerator magnet but probably not on a golf shirt) to ensure your contact information stays handy.