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The Magic of Using Booklets for Tradeshow Giveaways
The Magic of Using Booklets for Tradeshow Giveaways
by Susan Friedmann, CSP and Paulette Ensign
Candy, squeeze balls, pens, and key chains -- these provide questionable value
to anyone visiting or staffing a tradeshow booth. More and more meeting and
marketing professionals are considering something a little different - booklets.
They are a way to attract higher quality prospects, reap a handsome return on
the investment of time and money in attending shows, and help set a company
apart from the crowd.
What is a booklet? The ultimate purpose of a booklet is to educate a target
audience. It contains tips, techniques or strategies to help accomplish certain
tasks. Typically it measures 3 ½" x 8 ½", has 16 to24 pages, fits perfectly into
a purse, pocket, or briefcase, and can conveniently be mailed in a standard #10
business envelope.
The following five points highlight how you can use booklets as a powerful
marketing tool to increase sales from tradeshow leads.
1. Why booklets make a great tradeshow giveaway item
Booklets have a lasting value, more than many handouts currently used at
tradeshows. Yet booklets are not overpowering in any way. One major purpose in
exhibiting at a show is to educate your target audience about how you can
provide solutions to their challenges. A booklet packed full of a useful tips
might address those challenges. In addition, it heightens your company's
credibility as an expert in the industry, and draws the prospect to you when
it’s time to purchase.
Your company's name on a coffee mug or pen doesn’t quite have the same impact
when a prospect is looking for solutions to their challenges. Rather when they
easily read your information in a booklet, you’re perceived as knowledgeable.
Also, you leave the reader with the distinct impression that you are looking to
establish a rapport, and a business relationship with them. Handing out booklets
separates you from those with a dish of candy at their booth, or those who offer
yet one more shopping bag. And, the cost of booklets is less than many other
giveaways and can effectively and easily be used throughout the year in other
parts of your sales and marketing efforts.
2. Who uses booklets as a giveaway?
Anyone in any industry who is selling or exhibiting at a trade show is a
candidate for using booklets as a unique promotional tool. A company can write
and produce their own booklet, have a booklet produced for them, or purchase
copies of someone else's booklet on a topic of interest for their target
audience. Small, mid-sized, and large companies alike use booklets. The minimum
purchases are usually completely manageable, and there is an economy of scale as
you purchase larger quantities.
3. What kind of information to include in a booklet?
The best information to include in a booklet is common sense, grass roots,
basic, practical “how-to” content on a topic relevant to your business and
important to your customers. The material can be solutions to everyday concerns,
which people often overlook. Sometimes the "magic pill" answer to challenges
turns out to be information that is known but merely forgotten. The booklet acts
as a reminder. It can also serve as new information for novices to an industry.
4. How else you can use a booklet to market your company?
Once you have produced a booklet, you can often find other organizations that
can benefit from it. This then helps to recoup your production costs, should
that be of concern. For example, a manufacturer could sell it to distributors.
You also continue marketing your own company, and generate new revenue in the
process.
Other uses include direct mail campaigns or licensing the rights to your booklet
to another company. Licensing might also involve translating it into other
languages to reach additional markets. Licensing agreements mean that the client
produces the booklet. Your company grants specific rights, by written contract,
for the client to do all the production of the booklet manuscript that your
company owns.
Identify prospects in your own industry by looking at the vendors, suppliers,
and manufacturers. Each is a marketing niche. Approach them in a common-sense
way. Remember that you are providing solutions to many of your clients'
problems.
5. What common mistakes do companies make when exhibiting?
One of the biggest mistakes companies make when exhibiting is in repeating what
other exhibitors are giving away, or repeating what the company has done year
after year regardless of the results. An uninteresting handout makes the
statement that a company has put limited thought into their clients' needs. The
importance of educating the clients about how you can help them cannot be
overstated. When your company makes one more sale because someone reads the
booklet you gave them, the investment of purchasing or creating the booklet pays
off handsomely.
Getting a return on the overall investment of the tradeshow is ultimately the
primary reason for attending the show at all. Some industries, such as the
pharmaceutical industry, are now making a concerted effort to pull back on money
spent on excessively expensive and inappropriate giveaways, and are turning
toward giveaways with educational value.
Using a booklet as a tradeshow booth giveaway creates magic as you enjoy
better-qualified leads that produce larger sales over a longer period of time
with well-educated clients. A small investment in the booklet is definitely
worth the large return.
Written by By Susan Friedmann, CSP and
Paulette Ensign
Susan Friedmann, CSP (Certified Speaking Professional), The Tradeshow Coach,
Lake Placid, NY, author, "Meeting & Event Planning for Dummies," works with
exhibitors, show organizers and meeting planners to create more valuable results
from their events nationally and internationally. Website:
www.thetradeshowcoach.com
Article Source - Trade-Show-Tips.com
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