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Using merchandise effectively at your next exhibition

16 March 2018

A business show is a potential goldmine of prospective customers and clients.  All you need to do is convince them that your organisation is one they want to work with.

Promotional merchandise can play a key role in building those relationships – but the best successes are achieved by those who know how to employ it correctly.

Starting Out Strong – Buying Up The Right Merchandise

When it comes to offering merchandise to people at a business show, we need to start with the very basics. What kind of products do you offer? Potential customers and clients are going to take any product you offer, but the ones they keep will be the ones which have a use. Things like notebooks, power banks or flash drives are all items which have real and practical uses in the world of business on a day to day basis. 

The Value Of Merchandise

The merchandise you have can be assigned a value, and each value can, in turn, represent the engagement of people who interact with you at the show. The first level of value is reserved for objects which aren’t that expensive nor perceived to be a particularly high value; things like pens, keyrings and other similar items available for people who are stopping to speak to you and see what’s going on.

The second stage of value, which could incorporate things like notebooks, flash drives and power banks would be for customers who’ve taken the time to fill out a form or provide information.

The third and final stage of value is the objects which are considered to be of even higher value than that, for example an umbrella or multimedia product. These could be reserved for customers who have agreed to allow you come to their premises and speak with them, or have expressed consistent interest in doing business with you. At a basic level, you’re rewarding each stage of interest with higher valued items.

Presentation Time – The Importance Of Position

When it comes to maximising the value of your merchandise, you need to think carefully about where you position it. Items which are placed at the ends of tables and stalls are much easier just to be picked up and pocketed without any engagement, which limits the crop of potential customers you’ll have. Items of merchandise should be placed ideally in the middle, as this means that people will have to stop and engage with you, which is the perfect time to begin selling your service as being one of interest.

The purpose of your merchandise is both to raise awareness of your brand and also to entice people into speaking with you and realising the value of your business. 

Merchandise can really work for your business, increasing engagement, brand recall and perception of quality.

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