Recently I was taking a suitcase for my next trip out of a closet I don’t often use. I came across several items that I haven’t used in quite some time, but for some reason keep hanging on to. It got me thinking, it’s probably time for some spring cleaning.
What does this have to do with trade shows? Well everything! At a recent trade show, I was wandering the main aisle and recognized a well known exhibitor. I observed the exhibitor was giving out a text book I had seen them give out at a fall convention. I thought it was odd that there was a very short line for this item since usually these items tend to be coveted by the attendees.
Upon closer inspection I noted the book was geared to a very specific audience that was not at this event. I quickly realized this exhibitor was recycling leftover books from another event. Apparently they felt they had spent money and didn’t want to waste the books, so they decided they’d just use them up at this show. The problem is they confused this audience who really had no interest in this particular book. And it certainly didn’t draw in crowds of people they probably thought they would get.
My immediate thought was that this exhibitor needs to do some spring cleaning.
Giveaways and promotions can be very effective if used correctly and with the right audience, but recycling promotions just because you have things left over that you want to get rid of is never an effective strategy.