Promotional items a staple at trade shows

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Like a child after a prize in a box of Cracker Jacks, trade-show goers often scour booths for freebies.|ret||ret||tab|

These promotional items are treasures for recipients and businesses, alike. Freebies emblazoned with names, logos, products or services help serve as an introduction to new clients or as a reminder for past clients.|ret||ret||tab|

"The Triple Crown on a giveaway is if it is inexpensive, stays around and is related to your business," said Brenda Jackson, owner of Trader Jacks Promotional Products LLC. "I always like to come up with something that fits the client's business. If I'm doing something for a pest control company, I might come up with a pen with a bug shape on the end."|ret||ret||tab|

Jackson also noted that beverage can insulators are popular items.|ret||ret||tab|

Wayne Wilson, president/owner of Promoter Advertising Products, said he encourages businesses to have a couple of levels of products to hand out.|ret||ret||tab|

"We always encourage our customers to give away small inexpensive items such as buttons and pens to every adult who enters their booth. We also suggest that our customers invest in more quality gifts in the $3 to $5 range to give trade show attendees who ... are more likely to become clients," Wilson said.|ret||ret||tab|

Rich Cole, branch manager for Worldwide Ltd., believes dollar-for-dollar, promotional products get seen more than other forms of advertising. |ret||ret||tab|

"If it is costing you $2,000 for a billboard and $2,500 for nice hats, that's 500 walking billboards and a bigger kick for your dollar," Cole said.|ret||ret||tab|

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Trade shows|ret||ret||tab|

Such promotional items go hand-in-hand with trade shows such as the Springfield Business & Technology Expo which will be held Oct. 9. Chris Tuckness, vice president of community development and special events for Springfield Area Chamber of Commerce, said the first year there were 50 exhibitors. This year there are more than 175.|ret||ret||tab|

"What we found with our expo is the show is a really efficient way for a business to reach a large amount of people in one day a concentrated group of people," Tuckness said. "For example, at our expo we will have a little over 5,000 people come through in one day. You can't buy that much advertisement for the cost of the booth."|ret||ret||tab|

Home Builders Association holds two trade shows yearly. The Home Show, held in February, has been around for more than 20 years and centers on new home construction. The Remodeling Show, usually in the fall, is in its fourth year.|ret||ret||tab|

"There is no purchasing allowed at The Home Show. It's an opportunity to visit with a vendor and not feel pressured to make a commitment. That way (potential customers) can go and look at all aspects of new home construction," said Charlyce Ruth, Home Builders Association office manager.|ret||ret||tab|

Such trade-show marketing has paid off for some companies, including Meek's and Horst/Tymon Inc.|ret||ret||tab|

"It has worked very well for us. It has great attendance. The show provides numerous customer leads," said Rick McKie, director of marketing at Meek's.|ret||ret||tab|

Promotional items at the Meek's booth include yardsticks and bags. "They are items that linger in the home and aren't going to be thrown away. People keep and use them as a reminder of Meek's," McKie said.|ret||ret||tab|

McKie declined to say how much Meek's spends on promotional items, but said, "It is worth the expense."|ret||ret||tab|

Horst/Tymon Inc., a company that sets up trade shows, has a booth at the expo.|ret||ret||tab|

"Every business is different on what they get out of a trade-show; you get out what you put into it," said Horst/Tymon CFO Jared Horst. "If it's a local show and you just want your name out there, there's no reason to spend $5,000. If the show is for high quality, a lot of companies will spend $2 to $5 per item."|ret||ret||tab|

Horst said the key to success is selecting a promotional item that will stay with the potential customer.|ret||ret||tab|

"The cost is worth it if it's done right. I've seen a lot of people make mistakes spending on a promotional item someone takes home and throws away. It should tie into the company, marketing materials or both. You want to put thought into it. The best promotional item is something someone will keep on them, put on their desk, or use on a daily basis," Horst said. "Our most successful one was a mouse pad."|ret||ret||tab|

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