rethinking trade show giveaways: stop simply giving stuff away
Post on 15-May-2015
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ReThinking Trade Show
Giveaways
Presented By:
Michael Crooks
Crooks Advertising Alliance &
PromoReThink.com
QUIZ
#1 question to ask client wanting trade show item?
a) What’s your budget?
b) When is the event?
c) What quantity do you need?
d) None of the above.
QUIZ
#1 question to ask client wanting trade show item?
a) What’s your budget?
b) When is the event?
c) What quantity do you need?
d) None of the above.
QUIZ
#1 question to ask yourself regarding trade show
product selection.
a) Does it fit my client’s budget?
b) Does it fit in an envelope?
c) How to utilize product w/o simply giving it away?
d) Is the imprint area big enough for the message?
QUIZ
#1 question to ask yourself regarding trade show product
selection.
a) Does it fit my client’s budget?
b) Does it fit in an envelope?
c) How to utilize product w/o simply giving it away?
d) Is the imprint area big enough for the message?
QUIZ
2-word Donald Trump phrase means your client no
longer needs your help finding cheap stuff to give away
at trade shows because they can go on line and find it
for themselves.
a) Let’s Deal!
b) You’re Fired!
c) Up Yours!
QUIZ
2-word Donald Trump phrase means your client no
longer needs your help finding cheap stuff to give away
at trade shows because they can go on line and find it
for themselves.
a) Let’s Deal!
b) You’re Fired!
c) Up Yours!
QUIZ
What it takes to go on-line and find something cheap to
simply give away.
a) An I.Q. above room temperature.
b) An internet connection
c) A pulse
d) All of the above
QUIZ
What it takes to go on-line and find something cheap to
simply give away.
a) An I.Q. above room temperature.
b) An internet connection
c) A pulse
d) All of the above
QUIZ
Ideas are more important than product because:
a) Price-focused end-users can’t Google your ideas.
b) “I” comes before “P” in the alphabet.
c) Ideas elevate your usefulness to your clients.
d) a & c
QUIZ
Ideas are more important than product because:
a) Price-focused end-users can’t Google your ideas.
b) “I” comes before “P” in the alphabet.
c) Ideas elevate your usefulness to your clients.
d) a & c
You were promised >
• Why Ideas Are More Important Than The Product
• The Difference Between A Giveaway & A Promotion
• Relevant and Effective Message Development
• Fallacies of Top-10 Lists
• Effective Trade Show Traffic-Arrest & Engagement Tactics
Why Ideas Are
More Important Than Product
Why Ideas Are
More Important Than Product
She Can’t Google
What’s In Your
Head.
Ideas Are Important
3 Secrets
You Don’t Have To Be A
Proctologist To Appreciate.
Ken >
Guide >
Rule >
Difference between >
• Why Ideas Are More Important Than The Product.
The Difference Between
A Giveaway & A Promotion.
Difference Between a Giveaway
and a Promotion
A Giveaway
Is a One-Way Street
Difference Between a Giveaway
and a Promotion
A Promotion
Is a Two-Way Street
TradeShow Design
Tradeshow Design Protocol
• Get something from the prospect that
will allow follow up.
• Have an effective, relevant idea to
support your product selection decision.
• Ensure distribution is targeted.
Tradeshow Design Protocol
• Method of obtaining actionable data.
– Business Card
– Registration Form
– Sign In Sheet
– Needs Assessment
– Scan
– Buy A List / List Vendor
– Secure Trade Show List
Relevant >
Tradeshow Design Protocol
• Get something from the prospect that
will allow you to follow up.
• Have an effective, relevant idea to
support your product selection decision.
Tradeshow Design Protocol
Relevancy:
1) Relevant to the wants, needs anddesires of your client’s prospects,
Tradeshow Design Protocol
Relevancy:
1) Relevant to the wants, needs and desires ofyour prospects,
2) Relevant to client’s business, product orservice,
Tradeshow Design Protocol
Relevancy:
1) Relevant to the wants, needs and desires of yourprospects,
2) Relevant to your business, product or service,
3) Relevant to the wants, needs and desires of yourclient’s prospects and to your client’s business.
Targeted Distribution >
Tradeshow Design Protocol
• Get something from the prospect that
will allow you to follow up.
• Have an effective, relevant idea to
support your decision.
• Ensure distribution will be targeted.
Different Shows >
Tradeshow Design Protocol
•Ensure distribution will be targeted.
Difference in Trade Shows
! General Trade Shows ie: Home Shows
! - More “Stuff Collectors” weed out Interest Profile/Needs Assessment
! Industry Specific Shows
! + More commonality among attendees
! 2 tiers of incentivesSummary >
Tradeshow Design Protocol
• Get something from the prospect thatwill allow follow up.
• Have an effective, relevant idea tosupport your product selection decision.
• Ensure distribution is targeted.
Message Development >
• Why Ideas Are More Important Than The Product.
• The Difference Between A Giveaway and A Promotion.
Relevant & Effective Message Development
Secret Tactic >
The Secret Tactic
Better>
AmeriMortgage
“Lending Specialists”
www.AmeriMortgage.com
The Secret Tactic
You Do It>
3 Secrets Lenders Don’t
Want You To Know.
www.AmeriMortgage.com
AmeriMortgage
“Lending Specialists”
www.AmeriMortgage.com
The Secret TacticDeveloping Relevant/Effective Messages
List Secrets>
Three _______ Secrets Every __________ should know.
Ex: Three Plumbing Secrets Every Homeowner Should Know.
Ex: Three Legal Secrets Every H.R. Manager Should Know.
Ex: Three Hand Sanitizer Secrets Every Day Care Should Know.
Ex: Three Used Car Dealer Secrets Every Car Buyer Should Know.
List The Secrets
Point>
Three _______ Secrets Every __________ should know.
Ex: Three Plumbing Secrets Every Homeowner Should Know.
1. ________________
2. ________________
3. ________________
Can’t List The Secrets?
You don’t know
your client’s business
good enough.
#1 Question >
#1 Question To Ask ATrade Show Client
Client: “I need something to give away at thetrade show”
You:
Answer >
#1 Question To Ask A TradeShow Client
Client: “I need something to giveaway at the tradeshow”
You:
“What do you want to accomplish atthe trade show?”
Accomplishment Driven Messages >
Accomplishment DrivenMessage Development
Local:
• Drive Traffic To Retail Location:
– Gift With Purchase,
– Enter Drawing,
– Private Sale.
Credit Union
National >
Accomplishment Driven
NATIONAL:
• Drive Traffic To Website
– Pre-Show?
– Post-Show?
– Both?
• Drive Traffic To Booth (Why?)
Top 10 >
• Why Ideas Are More Important Than The Product.
• The Difference Between A Giveaway and A Promotion.
• Relevant & Effective Message Development.
Fallacies of Top-10 Lists
Top Lists
Problem #1
They are compiled based on sales volume… not effectiveness.
Top 10 Lists
Problem #2
Preclude uniqueness.
Top 10 Lists
Problem #3
The list doesn’t tell you HOW toeffectively utilize the wonderfully
popular products.
Top 10 Lists
Problem #4
They are
PRODUCT FOCUSED!!!!.
#1 Q 4U >
The #1 Question You Must
Ask Yourself
“How do we effectively use that item to
positively affect my client’s prospecting
ROI — without simply giving it away?”
Stop You Know What >
ReThink Point #1
“Stop
Simply
Giving Stuff Away!”
By Asking >
Stop Simply Giving Stuff Away
By asking you to
stop simply giving stuff away,
I’m not suggesting you
simply stop giving stuff away.
Why?
WHY?
do we want our clients to
stop simply giving stuff away?
Because anyone >
BECAUSE,
Anyone with a pulse and an I.Q.above room temperature can goon-line and find something to
simply give away.
The Donald >
Right Frame >
Getting Your Mind Right
Divesting from Product Focus &
Giveaway Mentality:
• ReThink Focus On Product
• ReThink Calling Them Giveaways
• ReThink Calling Yourself a PPD
Focus Difference
Product Focus:
“What do we want to give away”
Idea Focus:
“What do we want to accomplish?”
ReThink Product Focus
Pull down the ladder
after the ascent.
Cortez
ReThink Calling Them
Giveaways
You Must Change The Name
To Change The Perception
The Difference A Name Makes
Rapeseed Oil …………………. Canola Oil
Marion Michael Morrison ……. John Wayne
Diet Deluxe …………………… Healthy Choice
New Name For Giveaways
Giveaways
Enticements
Incentives
ReThink Calling Yourself a
PPD
Promotional Products Distributor
ReThink Calling Yourself a
PPD
Promotional Products Distributor
Promotional Marketer
Promotional Marketing Company
Promotional Marketing Agency
Getting Your Mind Right
• Divesting from Giveaway Mentality
• ReThink Product Focus: Focus on thewhat. What do your clients want to accomplish?
• ReThink Calling Them Giveaways: Callthem Incentives, Enticements, Rewards.
• ReThink Calling Yourself a PPD: Callyourself a Promotional Marketer, PromotionalMarketing Agency.
DIY >
TargetsReality: The DIY’s Are On The Rise
I have a computer.
I can get all the cheap
giveaways I want
without you.
PPD Getting
Hosed.
Targets >
Targets
• Those who can’t do it for themselves.
Targets
• Those who can’t do it for themselves.
• Those who won’t do it for themselves.
Targets
• Those who can’t do it for themselves.
• Those who won’t do it for themselves.
• Those who want it done better than
they can do it themselves.
#1 Question >
#1 Question To Ask
“What Do You Want To Accomplish?
Screeching Halt/Scary Guy >
Um… I just want to get
my name out there.
You Say >
“Do you realize that for thesame money you’ll spendgetting your name out there,you can …”
• “Drive trade show traffic to your retail store.”
• “Drive trade show traffic to your website”
• “Collect actionable data from those who areinterested in your product or service.”
• “Generate qualified traffic to your trade showbooth with a pre show mailing.”
• “Nail down appointments.”
Traffic Arrest >
• Why Ideas Are More Important Than The Product
• The Difference Between A Giveaway & A Promotion
• Relevant and Effective Message Development
• Fallacies of Top-10 Lists
Effective Trade Show
Traffic-Arrest & Engagement Tactics
Traffic Arrest
Globe >
Traffic Arrest
Golf Globe
Traffic Arrest
Options
Final Thoughts
• Internet = Fewer people need you to get them
the products they can get for themselves.
• Internet = Pricing pressure for product-focused
distributors.
The winners of tomorrow understand thateffective promotion isn’t about the products—
Final Thoughts
it’s about effective ideas.
Recommended Reading• A Whack On The Side of The Head, Roger von Oech
• A Kick In The Seat o The Pants, Roger von Oech
• Then We Set His Hair On Fire, Phil Dusenberry
• Positively Outrageous Service, T. Scott Gross
• Outrageous! Unforgettable Service,T. Scott Gross
For a copy of this presentation visit
PromoReThink.com. Click PPAI EXPO.
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