After 70+ years in this business, we've seen thousands of companies exhibit at trade shows. And the question we hear most often after the event is: "Why didn't we get more booth traffic?"
In our experience, the answer usually comes down to the giveaway. What we've found over the years is that companies either go too generic (another pen that gets tossed) or too expensive (high-end items they can't afford to give everyone, so booth traffic sees they're "out" by day two).
The sweet spot? A useful, mid-range item that people actually want to carry around the show floor—essentially turning your attendees into walking advertisements.
A mistake we see often is treating the giveaway as an afterthought instead of a strategic part of the booth experience. The most successful exhibitors we work with choose items that align with their brand message and create genuine value. Think insulated tote bags for conference materials, portable phone chargers, or quality notebooks; things attendees will use during and after the event.