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ReThinking Trade Show Giveaways: Stop Simply Giving Stuff Away

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These slides are the basis for "ReThinking Trade Show Giveaways: Stop Simply Giving Stuff Away," last presented on January 12, 2010, Mandalay Bay, Las Vegas, NV during the PPAI EXPO 2010. They walk you through some creative insights to methodology and implementation of a way of thinking with the goal of increased R.O.I on your trade show investment.

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ReThinking Trade Show Giveaways: Stop Simply Giving Stuff Away

  1. 1. ReThinking Trade Show Giveaways Presented By: Michael Crooks Crooks Advertising Alliance & PromoReThink.com
  2. 2. QUIZ #1 question to ask client wanting trade show item? a) What’s your budget? b) When is the event? c) What quantity do you need? d) None of the above.
  3. 3. QUIZ #1 question to ask client wanting trade show item? a) What’s your budget? b) When is the event? c) What quantity do you need? d) None of the above.
  4. 4. QUIZ #1 question to ask yourself regarding trade show product selection. a) Does it fit my client’s budget? b) Does it fit in an envelope? c) How to utilize product w/o simply giving it away? d) Is the imprint area big enough for the message?
  5. 5. QUIZ #1 question to ask yourself regarding trade show product selection. a) Does it fit my client’s budget? b) Does it fit in an envelope? c) How to utilize product w/o simply giving it away? d) Is the imprint area big enough for the message?
  6. 6. QUIZ 2-word Donald Trump phrase means your client no longer needs your help finding cheap stuff to give away at trade shows because they can go on line and find it for themselves. a) Let’s Deal! b) You’re Fired! c) Up Yours!
  7. 7. QUIZ 2-word Donald Trump phrase means your client no longer needs your help finding cheap stuff to give away at trade shows because they can go on line and find it for themselves. a) Let’s Deal! b) You’re Fired! c) Up Yours!
  8. 8. QUIZ What it takes to go on-line and find something cheap to simply give away. a) An I.Q. above room temperature. b) An internet connection c) A pulse d) All of the above
  9. 9. QUIZ What it takes to go on-line and find something cheap to simply give away. a) An I.Q. above room temperature. b) An internet connection c) A pulse d) All of the above
  10. 10. QUIZ Ideas are more important than product because: a) Price-focused end-users can’t Google your ideas. b) “I” comes before “P” in the alphabet. c) Ideas elevate your usefulness to your clients. d) a&c
  11. 11. QUIZ Ideas are more important than product because: a) Price-focused end-users can’t Google your ideas. b) “I” comes before “P” in the alphabet. c) Ideas elevate your usefulness to your clients. d) a&c You were promised >
  12. 12. • Why Ideas Are More Important Than The Product • The Difference Between A Giveaway & A Promotion • Relevant and Effective Message Development • Fallacies of Top-10 Lists • Effective Trade Show Traffic-Arrest & Engagement Tactics
  13. 13. Why Ideas Are More Important Than Product
  14. 14. Why Ideas Are More Important Than Product She Can’t Google What’s In Your Head.
  15. 15. Ideas Are Important 3 Secrets You Don’t Have To Be A Proctologist To Appreciate. Ken >
  16. 16. Guide >
  17. 17. Rule >
  18. 18. Difference between >
  19. 19. • Why Ideas Are More Important Than The Product. The Difference Between A Giveaway & A Promotion.
  20. 20. Difference Between a Giveaway and a Promotion A Giveaway Is a One-Way Street
  21. 21. Difference Between a Giveaway and a Promotion A Promotion Is a Two-Way Street TradeShow Design
  22. 22. Tradeshow Design Protocol • Get something from the prospect that will allow follow up. • Have an effective, relevant idea to support your product selection decision. • Ensure distribution is targeted.
  23. 23. Tradeshow Design Protocol • Method of obtaining actionable data. – Business Card – Registration Form – Sign In Sheet – Needs Assessment – Scan – Buy A List / List Vendor – Secure Trade Show List Relevant >
  24. 24. Tradeshow Design Protocol • Get something from the prospect that will allow you to follow up. • Have an effective, relevant idea to support your product selection decision.
  25. 25. Tradeshow Design Protocol Relevancy: 1) Relevant to the wants, needs and desires of your client’s prospects,
  26. 26. Tradeshow Design Protocol Relevancy: 1) Relevant to the wants, needs and desires of your prospects, 2) Relevant to client’s business, product or service,
  27. 27. Tradeshow Design Protocol Relevancy: 1) Relevant to the wants, needs and desires of your prospects, 2) Relevant to your business, product or service, 3) Relevant to the wants, needs and desires of your client’s prospects and to your client’s business. Targeted Distribution >
  28. 28. Tradeshow Design Protocol • Get something from the prospect that will allow you to follow up. • Have an effective, relevant idea to support your decision. • Ensure distribution will be targeted. Different Shows >
  29. 29. Tradeshow Design Protocol •Ensure distribution will be targeted. Difference in Trade Shows ! General Trade Shows ie: Home Shows ! - More “Stuff Collectors” weed out Interest Profile/Needs Assessment ! Industry Specific Shows ! + More commonality among attendees ! 2 tiers of incentives Summary >
  30. 30. Tradeshow Design Protocol • Get something from the prospect that will allow follow up. • Have an effective, relevant idea to support your product selection decision. • Ensure distribution is targeted. Message Development >
  31. 31. • Why Ideas Are More Important Than The Product. • The Difference Between A Giveaway and A Promotion. Relevant & Effective Message Development Secret Tactic >
  32. 32. The Secret Tactic AmeriMortgage “Lending Specialists” www.AmeriMortgage.com Better>
  33. 33. The Secret Tactic AmeriMortgage 3 Secrets Lenders Don’t “Lending Specialists” Want You To Know. www.AmeriMortgage.com www.AmeriMortgage.com You Do It>
  34. 34. The Secret Tactic Developing Relevant/Effective Messages Three _______ Secrets Every __________ should know. Ex: Three Plumbing Secrets Every Homeowner Should Know. Ex: Three Legal Secrets Every H.R. Manager Should Know. Ex: Three Hand Sanitizer Secrets Every Day Care Should Know. Ex: Three Used Car Dealer Secrets Every Car Buyer Should Know. List Secrets>
  35. 35. List The Secrets Three _______ Secrets Every __________ should know. Ex: Three Plumbing Secrets Every Homeowner Should Know. 1. ________________ 2. ________________ 3. ________________ Point>
  36. 36. Can’t List The Secrets? You don’t know your client’s business good enough. #1 Question >
  37. 37. #1 Question To Ask A Trade Show Client Client: “I need something to give away at the trade show” You: Answer >
  38. 38. #1 Question To Ask A Trade Show Client Client: “I need something to giveaway at the trade show” You: “What do you want to accomplish at the trade show?” Accomplishment Driven Messages >
  39. 39. Accomplishment Driven Message Development Local: • Drive Traffic To Retail Location: – Gift With Purchase, – Enter Drawing, – Private Sale. Credit Union National >
  40. 40. Accomplishment Driven NATIONAL: • Drive Traffic To Website – Pre-Show? – Post-Show? – Both? • Drive Traffic To Booth (Why?) Top 10 >
  41. 41. • Why Ideas Are More Important Than The Product. • The Difference Between A Giveaway and A Promotion. • Relevant & Effective Message Development. Fallacies of Top-10 Lists
  42. 42. Top Lists Problem #1 They are compiled based on sales volume … not effectiveness.
  43. 43. Top 10 Lists Problem #2 Preclude uniqueness.
  44. 44. Top 10 Lists Problem #3 The list doesn’t tell you HOW to effectively utilize the wonderfully popular products.
  45. 45. Top 10 Lists Problem #4 They are PRODUCT FOCUSED!!!!. #1 Q 4U >
  46. 46. The #1 Question You Must Ask Yourself “How do we effectively use that item to positively affect my client’s prospecting ROI — without simply giving it away?” Stop You Know What >
  47. 47. ReThink Point #1 “Stop Simply Giving Stuff Away!” By Asking >
  48. 48. Stop Simply Giving Stuff Away By asking you to stop simply giving stuff away, I’m not suggesting you simply stop giving stuff away. Why?
  49. 49. WHY? do we want our clients to stop simply giving stuff away? Because anyone >
  50. 50. BECAUSE, Anyone with a pulse and an I.Q. above room temperature can go on-line and find something to simply give away. The Donald >
  51. 51. Right Frame >
  52. 52. Getting Your Mind Right Divesting from Product Focus & Giveaway Mentality: • ReThink Focus On Product • ReThink Calling Them Giveaways • ReThink Calling Yourself a PPD
  53. 53. Focus Difference Product Focus: “What do we want to give away” Idea Focus: “What do we want to accomplish?”
  54. 54. ReThink Product Focus Pull down the ladder after the ascent.
  55. 55. Cortez
  56. 56. ReThink Calling Them Giveaways You Must Change The Name To Change The Perception
  57. 57. The Difference A Name Makes Rapeseed Oil …………………. Canola Oil Marion Michael Morrison ……. John Wayne Diet Deluxe …………………… Healthy Choice
  58. 58. New Name For Giveaways Giveaways Enticements Incentives
  59. 59. ReThink Calling Yourself a PPD Promotional Products Distributor
  60. 60. ReThink Calling Yourself a PPD Promotional Products Distributor Promotional Marketer Promotional Marketing Company Promotional Marketing Agency
  61. 61. Getting Your Mind Right • Divesting from Giveaway Mentality • ReThink Product Focus: Focus on the what. What do your clients want to accomplish? • ReThink Calling Them Giveaways: Call them Incentives, Enticements, Rewards. • ReThink Calling Yourself a PPD: Call yourself a Promotional Marketer, Promotional Marketing Agency. DIY >
  62. 62. Targets Reality: The DIY’s Are On The Rise PPD Getting Hosed. I have a computer. I can get all the cheap giveaways I want without you. Targets >
  63. 63. Targets • Those who can’t do it for themselves.
  64. 64. Targets • Those who can’t do it for themselves. • Those who won’t do it for themselves.
  65. 65. Targets • Those who can’t do it for themselves. • Those who won’t do it for themselves. • Those who want it done better than they can do it themselves. #1 Question >
  66. 66. #1 Question To Ask “What Do You Want To Accomplish? Screeching Halt/Scary Guy >
  67. 67. Um… I just want to get my name out there. You Say >
  68. 68. “Do you realize that for the same money you’ll spend getting your name out there, you can …”
  69. 69. • “Drive trade show traffic to your retail store.” • “Drive trade show traffic to your website” • “Collect actionable data from those who are interested in your product or service.” • “Generate qualified traffic to your trade show booth with a pre show mailing.” • “Nail down appointments.” Traffic Arrest >
  70. 70. • Why Ideas Are More Important Than The Product • The Difference Between A Giveaway & A Promotion • Relevant and Effective Message Development • Fallacies of Top-10 Lists Effective Trade Show Traffic-Arrest & Engagement Tactics
  71. 71. Traffic Arrest Globe >
  72. 72. Traffic Arrest Golf Globe
  73. 73. Traffic Arrest Options
  74. 74. Final Thoughts • Internet = Fewer people need you to get them the products they can get for themselves. • Internet = Pricing pressure for product-focused distributors. The winners of tomorrow understand that effective promotion isn’t about the products—
  75. 75. Final Thoughts it’s about effective ideas.
  76. 76. Recommended Reading • A Whack On The Side of The Head, Roger von Oech • A Kick In The Seat o The Pants, Roger von Oech • Then We Set His Hair On Fire, Phil Dusenberry • Positively Outrageous Service, T. Scott Gross • Outrageous! Unforgettable Service,T. Scott Gross For a copy of this presentation visit PromoReThink.com. Click PPAI EXPO.

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