This study was an experiment conducted using the pre-registration list of attendees for a trade show with 379 booths in the pharmaceutical and medical products supply business in Baltimore, Maryland. Exhibitors at
the show were all ingredient suppliers of functional, healthy and botanical ingredients. A sample of 797 pre-registered attendees was drawn from a total registration of approximately 2000.
In A Nutshell:
• Including a promotional product with a pre-show mailing or an offer for a promotional product increases the likelihood of the attendee stopping by the booth to see the exhibitor’s product
• As a general rule, promotional products of greater value
generate more sales leads than products of lower value.
Using promotional products in conjunction with pre-show mailings make effective tools to inform, remind and persuade attendees to at least stop
by a booth, which increases traffic to these booths. Greater traffic to a booth generates greater potential for more sales leads.