MODdisplays does not offer any promotional products to our clients, but we understand that using them well can be a key to your company’s trade show success. Since promotional products are not my area of expertise, I’ll speak from my own experience about what works for me when I attend a trade show. Promotional product experts: feel free to give your input on anything I write here.

The most important thing you can do is to differentiate your promotion from the other trade show giveaways being distributed. If you’re giving away a pen, Frisbee, stress ball, or key chain, it’s safe to say that your promotional giveaway probably won’t make a big impact on a typical attendee. These products still offer your company some value, because most visitors or attendees won’t immediately throw them away. If you’re looking to get the most bang for your buck, these items probably won’t help you stand out.

Aside from being different, there are a few other general rules of thumb I would adhere to:

• Relate the promotional giveaway to your product. (Example: If you are a cell phone retailer and you must give away a stress ball, at least make it take on the shape of a cell phone.)
• Try to think of something that your client will actually use (this is why pens are so popular, because it seems like you can never have enough pens). If you can give your potential clients something really useful, they will remember you longer and they won’t throw it away immediately.
• Hand out your promotional items to potential clients directly. Setting up baskets on a table encourages freeloading. If you leave your promotional items with a “take one” sign hanging in front, your competitors will take as many as they can to sabotage your trade show.

Another great strategy is to give away something that is more valuable, but carefully select who you give the product to. This works best if you sell high-end products, and you only need a few clients to maintain good business. Try giving your valued clients and prospective clients an inscribed iPod Shuffle. Shuffles only cost around $70, and you can have them inscribed with your company’s brand for free. You can bet your prospective clients won’t throw away a $70 music player.

Every trade show is different, and every potential client is different. Carefully analyze your situation and it won’t be hard to select a promotional giveaway that your potential clients will love.