The little know secrets for getting the best ROI your exhibition SWAG

Let’s face it, some people go to exhibitions just to collect free promotional material. They have no intention of becoming your client. Indeed they probably won't even keep your swag. They are the magpies of events, collecting every bright shiny object they see.  Every connection could be a pathway to a lead and a potential customer.  However, if you are going to spend money on providing high-quality promotional material to match your brand, then it is worth having a strategy to avoid wasting your material on people who are never going to be either a customer or referring agent.


Let's start with the basics: 

Make sure that you have done your research and your ideal customer aka your target audience is likely to attend the event where you will be exhibiting.  


Second be aware that if you:

1. Just hand your promotional material to everyone who walks past your display

2.You walk around handing out to everyone without saying anything 

3.You just leave it unattended on a table, 


Your conversion rate, i.e. from stranger to warm lead, could be a low as 1%. In other words, 99% of your hard earned cash spent on your freebies will be going to waste! 

If you have invested the time and money to provide high quality and relevant promotional material, isn't worth taking the time to give it to the right people. The right people are not just those who will want it, but those in need of the solution you are offering. 

Train your staff to treat the exercise as if it were a networking event. Prepare several statements (no more than 15 words) that concisely explain the problem you solve and the benefits of your particular solution. Be ready with these to engage visitors or to respond when people enquire about what you do. If their response is "tell me more" take the time to find out more about them, so that you can ascertain if they are your target market. If they are, you can give them your promotional material during your conversation. If you keep your promotional material out of sight, it is easier to be discerening about to whom you give it.

The aim should be to give your freebies to potential leads rather than to give it to as many people as possible. 

There is still time to get your show merchandise right! If you want to know more about how to get the most from exhibition freebies, contact Sugar Cube Productions, etc. 


Kye Etherton

Managing Director
Sugar Cube Productions Ltd

020 7078 7623