In previous posts, we’ve discussed print-on-demand trade show literature as a cost-savings and waste reduction strategy, but there is another savings opportunity, the ubiquitous giveaway. Based on the shipping and handling costs associated with giveaways, we have some ideas of how to reduce this line item expense for your next trade show.
Exhibitors should consider bringing just enough promo material that they give it all away by the last day of the trade show. Exhibitors may initially object to this, wishing to avoid being empty-handed, but many reconsider once they see the costs of shipping too much to the show, and develop a strategy to manage promo campaigns more effectively.
One strategy is to have trade show booth staff manage the promo supply during the show, throttling it as necessary to make sure qualified prospects are always offered something, and only extending the offer to other visitors as supplies allow. Along with managing giveaway supply at the show, exhibitors can use projections for show attendance to avoid over or under ordering. Trade show promoters should be able to provide exhibitors trade show attendance estimates based on pre-show registration numbers and historical data on at-show registrations.
To further reduce expenses, exhibitors should consider palletizing large giveaway orders rather than as individual small box shipments via UPS or FedEx. Because loose cartons will need to be palletized anyway for delivery to the show to avoid per-box drayage and handling fees at the show site, palletizing from the manufacturer saves shipping and handling expenses at several points en route to the show.
Because giveaways typically have a custom element such as silk-screening or printing, exhibitors could be surprised by the lead times for production and delivery. For very large orders, there could even be manufacturing lead times or overseas shipment time factors to consider. Rush fees for expedited production and shipping are expenses that can be avoided by starting the planning process early. And early planning affords the time to compare the impact of several giveaway options. Some factors to consider in addition to per-unit cost include
- per unit weight – this will directly impact shipping costs
- giveaway objective – is the promotional item being distributed to promote brand awareness, or to influence the buying decision?
- giveaway life span – will the item be held onto by the recipient, or be trashed before it even makes it back to their office?
Once these factors are considered, quantities are estimated, and shipping logistics are planned, exhibitors will be able to place orders for trade show promotional items confident that they are doing so in a cost-effective and low-impact way.
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