Create Demand for Promo Items with Pre-Tradeshow Social Media Campaigns

Earlier this week, I was fortunate to attend a conference called Digital Summit right here in Atlanta. The conference featured a number of speaker sessions, technology showcases, and networking opportunities, and it was impossible to ignore the unique promo items that took center stage throughout the 2-day event.

From pre-event contests publicized through social media to distinctive promotional monkey hats handed out at the show, sponsors and attendees relied heavily on promo items to spread the word about their brands’ products and services.

One colleague from Hannon Hill (thanks, Holly!) mentioned her company’s creative combination of video and promotional products to generate buzz for an upcoming tradeshow. Hannon Hill customized stainless steel water bottles to increase awareness about one of its products, the Cascade Server, and then filmed a short video highlighting the applications and benefits of the water bottles. At the end of the “commercial,” a narrator informs viewers that they can get their own Cascade Server water bottle at the PSEWEB 2011 conference or by visiting

A video is a great tool to communicate your organization’s personality, and Hannon Hill did an excellent job incorporating this form of media into pre-tradeshow marketing efforts.  By sharing the video on the company’s blog, Facebook and Twitter accounts, trade show attendees were already familiar with the Cascade Server/Hannon Hill brands before they made contact with representatives in an offline setting.

While free giveaways are a popular ploy to drive foot traffic to tradeshow booths, the prospect of an exhibit manned by real people with real senses of humor may provide guests with an even more compelling reason to stop by and learn about your products and services!

Manager – SEM

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