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.

1. ReThinking Trade Show
Giveaways
Presented By:
Michael Crooks
Crooks Advertising Alliance &
PromoReThink.com

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. • 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. Why Ideas Are
More Important Than Product

14. Why Ideas Are
More Important Than Product
She Can’t Google
What’s In Your
Head.

15. Ideas Are Important
3 Secrets
You Don’t Have To Be A
Proctologist To Appreciate.
Ken >

16. Guide >

17. Rule >

18. Difference between >

19. • Why Ideas Are More Important Than The Product.
The Difference Between
A Giveaway & A Promotion.

20. Difference Between a Giveaway
and a Promotion
A Giveaway
Is a One-Way Street

21. Difference Between a Giveaway
and a Promotion
A Promotion
Is a Two-Way Street
TradeShow Design

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. 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. 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. Tradeshow Design Protocol
Relevancy:
1) Relevant to the wants, needs and
desires of your client’s prospects,

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. 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. 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. 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. 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. • Why Ideas Are More Important Than The Product.
• The Difference Between A Giveaway and A Promotion.
Relevant & Effective Message Development
Secret Tactic >

32. The Secret Tactic
AmeriMortgage
“Lending Specialists”
www.AmeriMortgage.com
Better>

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. 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. List The Secrets
Three _______ Secrets Every __________ should know.
Ex: Three Plumbing Secrets Every Homeowner Should Know.
1. ________________
2. ________________
3. ________________
Point>

36. Can’t List The Secrets?
You don’t know
your client’s business
good enough.
#1 Question >

37. #1 Question To Ask A
Trade Show Client
Client: “I need something to give away at the
trade show”
You:
Answer >

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. Accomplishment Driven
Message Development
Local:
• Drive Traffic To Retail Location:
– Gift With Purchase,
– Enter Drawing,
– Private Sale.
Credit Union
National >

40. Accomplishment Driven
NATIONAL:
• Drive Traffic To Website
– Pre-Show?
– Post-Show?
– Both?
• Drive Traffic To Booth (Why?)
Top 10 >

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. Top Lists
Problem #1
They are compiled based on sales volume
… not effectiveness.

43. Top 10 Lists
Problem #2
Preclude uniqueness.

44. Top 10 Lists
Problem #3
The list doesn’t tell you HOW to
effectively utilize the wonderfully
popular products.

45. Top 10 Lists
Problem #4
They are
PRODUCT FOCUSED!!!!.
#1 Q 4U >

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. ReThink Point #1
“Stop
Simply
Giving Stuff Away!”
By Asking >

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. WHY?
do we want our clients to
stop simply giving stuff away?
Because anyone >

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. Right Frame >

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. Focus Difference
Product Focus:
“What do we want to give away”
Idea Focus:
“What do we want to accomplish?”

54. ReThink Product Focus
Pull down the ladder
after the ascent.

55. Cortez

56. ReThink Calling Them
Giveaways
You Must Change The Name
To Change The Perception

57. The Difference A Name Makes
Rapeseed Oil …………………. Canola Oil
Marion Michael Morrison ……. John Wayne
Diet Deluxe …………………… Healthy Choice

58. New Name For Giveaways
Giveaways
Enticements
Incentives

59. ReThink Calling Yourself a
PPD
Promotional Products Distributor

60. ReThink Calling Yourself a
PPD
Promotional Products Distributor
Promotional Marketer
Promotional Marketing Company
Promotional Marketing Agency

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. 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. Targets
• Those who can’t do it for themselves.

64. Targets
• Those who can’t do it for themselves.
• Those who won’t do it for themselves.

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. #1 Question To Ask
“What Do You Want To Accomplish?
Screeching Halt/Scary Guy >

67. Um… I just want to get
my name out there.
You Say >

68. “Do you realize that for the
same money you’ll spend
getting your name out there,
you can …”

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. • 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. Traffic Arrest
Globe >

72. Traffic Arrest
Golf Globe

73. Traffic Arrest
Options

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. Final Thoughts
it’s about effective ideas.

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.