Many of our clients report that “make a splash at upcoming trade show” and “develop memorable direct-mail promotions” are high on their To Do list this Spring, so in this month’s newsletter we’ve outlined ideas certain to make the most of these kinds of activities. (For additional ideas on how to improve results at your next trade show, or with your next direct-mail campaign, please call us. We’re here to help.)
In addition, if you ever played on a high school sports team and thought the apparel offered to you to wear to meets or games or matches was uncomfortable or looked unattractive, you’re not alone. Fortunately, there are far more options today. As our first article shows, a team can get noticed off the field or court, too!
Read on for more. And, as always, feel free to send me your feedback about our newsletter (beth@mmpromos.com).
Last fall, the girls’ tennis team at Plainview Old-Bethpage High School decided to kick up their image a notch from previous years. They’ve always purchased sweatshirts – along with sweatpants, t-shirts, tank tops, etc. – but this time they opted for a style typically seen at the collegiate level: a heavyweight, “hoodie” with front pockets and personalized in an upscale manner.
Their selection was a hit with all of the team members, the tennis coach, and several parents who purchased the sweatshirts as well! The individual letters on the sleeve were silk-screened and the letters on the back of the sweatshirts were heat-sealed. The front of the sweatshirt was custom made with individual letters placed on top of a connected solid background in the Varsity font. This process, known as Custom Made Easy, comes in different layouts to choose from, and can be heat applied or set as an appliqué.
The tennis team members looked so pro at all of their matches that several of their competitors asked where they could purchase an equally “hot” sweatshirt. (The ultimate compliment to us!)
Apparel is the promotional products industry’s top-selling category of logoed merchandise. If you aren’t relying on wearables to showcase your organization’s brand, you’re missing a great opportunity to build awareness of your services! For more information on how to give your image a boost, call us at
Three simple steps can set you apart from more than three-quarters of the competition at your next trade show.
Target & Tantalize – Who are the people who are going to attend your event? By narrowing your field to the 20% “best bets” among the attendee list, you can offer better bait that will land bigger sales. Effective pre-show invitations create a two-part dialog. A classic example: a company sent key prospects a left-hand boxing glove along with company information and an invitation to visit the exhibitor’s booth. Those who did received the right-hand glove – autographed by Joe Frazier. Sales increased 22% post-show!
Relate & Reward – Putting out a bowl of candies or passing out pens isn’t going to create the interest you need to embark upon a long-term relationship with prospects. Tie the promotional products you use at trade shows to your product, service, or brand image. For example, the Louisville Convention & Visitors Bureau hands out miniature Louisville Sluggers when it exhibits. The product is easily identifiable with the city and has collectible appeal.
Follow-up & Follow-through – Before you leave for the trade show, organize follow-up packets that you will mail the day you return. Use colorful or dimensional packaging that will stand out in the deluge of mail that awaits attendees post-show.
Need help planning to make the most of your next trade show? Call us at
Have you heard about tiered promotions? They are also called continuity programs or multi-part promotions, and these high-visibility, high-response programs are a great way to maximize your promotional investment and increase your chances of success.
Multi-part promotions use various products to raise interest and awareness, create a sense of anticipation, and incorporate an interactive component that almost always boosts response.
One popular method: Send out an imprinted product along with the promise of another product/gift. You could, for example, mail one piece of a pen and pencil set or desk set, and offer the mate if recipients take a certain action, such as filling out a survey or registering on a web site.
Another approach is use a theme. This works especially well at special events, where traffic-building is the goal. By staying in front of your potential attendees over the days and weeks leading up to the event, you can stretch one mailing (and your budget) to encompass three or more items touting the same message. You could send one product to registered attendees prior to the show, along with a coupon or letter offering a bigger, better promotional gift if they stop by your exhibit – with the mailer in hand, of course.
To explore ways of reaching your target audience using multi-part promotions, call us at
I hope you found this newsletter helpful. If you have an upcoming promotion or event and need assistance making the most of it, please call us at
With warm regards,
Beth M. Levine
P.S. On May 1, from 11am-3pm, Multi Media Promotions will be exhibiting at the Huntington Townhouse in Huntington, NY, along with other women-owned businesses. Please stop by!
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