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225Chapter 14: Brochures, Promotions, Trade Shows, and More

Most specialty advertising items are cheap — and often they look it. Before
investing in an advertising specialty, consider the following advice:

ߜ Select only items that relate to your business and that are capable of
advancing a reminder of the benefits you offer.

ߜ Choose items that your prospective customers will want or need and
things that they will notice, pick up, and keep for at least a short time.

ߜ Opt only for items that will add to — and not detract from — your busi-
ness image.

ߜ Decide how you will feature your name on the item. The more exclusive
your clientele and offering, the more discreet you’ll want to make your
name. If the item is targeted for prospects or clients who value quality
and exclusivity, present your name so that it is subtle and scaled to the
item rather than in a gaudy design that monopolizes the item and assures
its quick trip to the trash can.

ߜ Know how you’ll distribute the items before you place an order for
advertising specialties.

For information on ordering from the unbelievably wide range of specialties
available, start in the Yellow Pages, looking under Ad Specialties or Promotional
Products.

Choosing and Using Trade Shows

Trade shows are industry gatherings that bring together businesses, suppliers,
customers, and media representatives in a given field for a daylong or multi-
day extravaganza of selling, socializing, entertaining, product previewing, and
competitive sleuthing.

Attendance at trade shows is a great way to maintain customer contacts,
introduce products to your business, develop and maintain media relations,
and stay on top of industry and competitive developments. The only draw-
back — and it’s a big one — is that even in the most targeted industry, you
have a lineup of trade shows from which to choose.

Because attendance at even one show costs a significant amount of time,
money, and energy, invest cautiously, using this checklist:

ߜ Choose shows carefully. Track the number of presenters and attendees
over recent years (if the number is going up, it probably indicates a well-
regarded show). Also see if leading media outlets are among the spon-
sors, another indication of the show’s reputation.