The Absolute Best Promotional Product for a Trade Show

What is the best promotional item for a trade show? The short answer is, "It depends". It depends on so many things that, as a 24-year advertising professional, I believe it's irresponsible to say. The truth is, I have no idea what the most effective promotional item is for you. I can't possibly know until I have a conversation with you.

There are those who will tell you that they have a perfect list of hot promotional items ... sort of a one-size-fits-all list of products that will work for every situation. Do yourself a favor. Run from those people. Because the truth is, the perfect promotional product for your particular trade show situation depends on a lot of variables including but not limited to: your budget, your audience, the format of distribution, the location of the trade show in relation to your business, the product or service you offer, and what you want to accomplish.

All list peddlers want to do is separate you from your money.

Results Are More Important Than The Product
I believe most marketers need to worry less about which product to use and worry more about effective results. If you focus on results, then the rest will fall into place. Handing a cheap pen to every schmoe who walks by your booth isn't going to get you squat. Sure, you'll read other's opinions that pens are great because, "People will think about you every time they use the pen, and they'll use it a lot."

Come on! Sure, they'll use your pen everyday and love you all the more for it ... if they fall in love with your pen over the other 47 pens they received that day. It's more likely that your pen will stand out like a grain of rice in a snowstorm. Can a pen be an effective trade show item? Absolutely. But it's going to cost you more than .23¢ each AND, it must be backed by an effective idea. For more of my specific ideas about pens, check out this article: Pens As Effective Promotional Marketing Tools