The Magic of Using Booklets for Tradeshow Giveaways

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 ?" x 8 ?", 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.

Paulette Ensign, http://www.tipsbooklets.com helps individuals and companies transform their knowledge into booklets used for marketing and motivating.

Susan Friedmann CSP, http://www.thetradeshowcoach.com a leader in the tradeshow industry, helps companies niche market within an industry.

Susan and Paulette have both 'been there and done that,' writing and successfully marketing their booklets and teaching audiences worldwide how to duplicate their success. Between them, Susan and Paulette enjoy more than three decades of professional experience and have sold in excess of a million copies of several booklet titles.

Top 5 Ways to Generate Qualified Leads for Your Small Business

Do you ever wonder if you could be doing a better job marketing your... Read More

Motivate Your Market Force

IntroWant me to tell you something on how you can motivate your market force in... Read More

Sell More Online By Offering a Big Fat BONUS!

I don't know about you, but I secretly love watching infomercials. I enjoy dissecting how... Read More

Client or Customer? There Really Is A Difference

Some people use the words "client" and "customer" interchangeably or generically. I'd like you to... Read More

Customers: The Key To Successful Marketing

How well do you know your customers?What is the primary reason your customers or clients... Read More

Are Your Prospects Walking Out on You?

After 11 years in sales, I've put together and delivered more sales presentations, briefings, and... Read More

Marketing With Brochures

With the explosion of the internet and online businesses many business owners forget how important... Read More

Four Keys For Successful Foundation and Corporate Fundraising

Earlier in my career, I worked for a training and technical assistance service provider with... Read More

The 10 Cornerstone Principles of Marketing

There are four parts to a marketing system and they rest on ten cornerstones.... Read More

A Different Perspective On The No-Call List

The other day I received an e-mail from an internet marketer who was bemoaning the... Read More

Target Your Share of the 50-Plus Market

It's quite apparent that Americans are living longer--- and as people age,... Read More

Marketings Nuclear Weapon

Three seconds. That's what you have to convey your message. Creativity is the strategic weapon... Read More

How To Use The Og In All Of Us To Make More Money

5000 B.C. -- somewhere near a cave in MontanaOg the Deer Catcher and Flam the... Read More

Incentives For Customers? Whats New?

Lost & Found for the 21st CenturyHere in the 21st century our lives have become... Read More

To Be Successful Sell to Wants not Needs

My mother used to tell me, tongue in cheek, that I never wanted anything in... Read More

Customer Lifetime Value - The Key To Maximizing Your Profits!

The greatest asset to your business is your Customer, specifically, your Customer Lifetime Value.In my... Read More

Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation

The toughest job you face as a B2B direct marketer is reaching your prospect with... Read More

The Fundraising Letter PS: 25 Powerful Things To Say There (Includes Examples & Samples)

Donors read postscripts. This is a sad but important reality in fundraising. Sad because the... Read More

Viral Marketing

Viral marketing involves the use of surf-exchanges, and if you don't know what a... Read More

Pricing Strategies in Marketing

Price is an often overlooked marketing strategy, as many tend to focus on promotions... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 1

In the following 'special report,' I will reveal some very powerful marketing strategies and... Read More

Make More Sells With Colors

How Colors Effect Our Emotions?One of the most interesting things to me is how colors... Read More

What Does Your Business Address Say?

If you are operating a business from your home and your post office address clearly... Read More

Use a Guarantee In Your Headline To Increase Trust

Sometimes you can use a guarantee effectively in your headline. Doing so often creates increased... Read More

The M-Word (Marketing) Phase 2

Last month we looked at what you need to do before you spend money on... Read More

Advertising Your Private Practice: Beware of the Problems-Part 1

One of the biggest mistakes coaches, counselors and other healing professionals make is to assume... Read More

Step by Step Guide to an SMS Campaign

SMS is good for:? Short lead times and immediacy ? Cost effective personalised communication ?... Read More

Sage Advice from a Marketing Expert!

An international hair-cutting chain opened a new store directly across the street from the small... Read More

CRM Star Wars: When Marketing is from Venus and IT is from Mars

Inherent tensions exist between marketing and IT. This is often compounded by lots of... Read More

One-Two-Three Punch Marketing

Printed material is just as important today as it was before the Internet. With sp*a*m... Read More

Insiders Secret to Selling Mailing Lists

If you've got a mailing list of at least a thousand names or more, you're... Read More

Devious and Deceptive Packaging

Have you read anything in the news lately about childhood obesity, Jose Canseco and steroids,... Read More

Your Marketing Message

Your message is first among your weapons in the battle of perceptions.Your message allows you... Read More

3 Strategies to Market Your Business Even When There?s No Money

Many small and home based businesses know they need to market and yet, have little... Read More

21 Must-Have Web Site Elements

Your Web site should be the cornerstone of your client seduction efforts. The site is... Read More

Increase Your Response with Multi-Step Marketing

"There is only one way to judge the effectiveness of a marketing piece, and... Read More

Mortgage Marketing - Viral-Email, Referral Marketing Strategy

This is a devastatingly powerful way to extend your marketing reach. For this to... Read More

Cause-Related Marketing

Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity... Read More

7 Tips to Grab New Clients

As a business professional, you probably realize the value of writing articles for print publications... Read More

How Do You Get Past The Gatekeeper?

The best joint ventures are with people in your own network ? those that already... Read More

Make Your E-Mail Signature File WORK for You!

You're probably familiar with e-mail signature (or "sig") files - they're the few lines of... Read More

If You Can?t Answer This Question Your Business is Doomed!

How do you answer the seemingly easy question, "What do you do?" Do you talk... Read More

Promotional Marketing Products ? Selecting the Perfect Item

People are known to shop on impulse- buying an item just because it is on... Read More

6 MUST Have Strategies To Make Big Bucks with Big Ticket Items

Strategy #1: Change Your Mindset That's right, change your mindset! It's probably the number one... Read More

Guide to a Profitable Marketing Mix

You may have heard the term Marketing Mix used in connection with marketing planning.Marketing... Read More

Ditch Coupons Before Customers Ditch You

Everyone wants to feel like they're getting a good deal. Merchants often attempt to capitalize... Read More

Direct Mail Response Rates Mislead if You are Careless

I could tell you that the average temperature in the world is 60 degrees Fahrenheit.... Read More

Using Alternative Media to Generate More Customers

Last week I received a very nice thank you gift from a friend of mine,... Read More

B2B Marketing Tips - Create an Interactive Online Experience for Clients

Business to business communications on the web are as stale as a piece of week... Read More

Up Your Income Next Week: 13 Ways to Have a Sale

Nothing gets people buying products or programs like a special promotion in your e-zine. Now,... Read More