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.