Think About Longevity

There are two different ways you can look at the promotional items that you hand out at tradeshows. The first is the initial impression that your item has on people when they first get it. The second has to do with what they’re going to do with it once the tradeshow is over.

Looking at the first category, these are going to be the more interesting items. They’ll be fun things to play with and stuff that no one else is likely to be handing out. The more people who hand something out the less interesting it becomes. That means you’re going to be going out of your way to find something unique that someone won’t be able to get from any other stand.

The second has to do with things people are going to be likely to use and keep. Think about pad printing or free pens or something similar. These are often office equipment because you can be quire certain that everyone there has an office and will eventually be in the need of new supplies for their office.

Now, for the first one you’re going to make a bigger splash at the tradeshow itself. You might get people talking about you because of the interest you can generate by a truly creative free item. You might even be able to get additional people swinging by your booth just to check it out, leading to increased interest at the show.

But after everything is over with how many people will really remember your business afterwards. They might remember what you handed out, but there’s a good chance they won’t remember you personally.

The option of things like pad printing instead leads to something that won’t make a huge impression initially, but people will keep it with them. Months and months after the tradeshow is over with your company name is still close to them, whereas they’re likely to just throw away the gimmick hand outs.

This is why practical handouts have lasted for so long even as the more unique and creative handouts have been used more and more. Nothing will completely replace the practical hand out because those are the ones that can give you great visibility for your company name for so long afterwards.

Mind you, I’m not saying only one is effective. Both have their particular strengths and weaknesses, so you’ll need to look into each to decide what will be best for you. My point here is to make sure that people don’t forget about things like pad printing and the effectiveness a handout like this can have in their search for something different.

Quite often the things that have been around for years lasted that long for a reason. Figure out why they work, and make them work for you.

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Kaye Z. Marks is an avid writer and follower of the developments in the pad printing industry and its benefits for small to medium-scale businesses.

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