How to plan trade show giveaways and set a budget

1. Start with the goal

Decide what you want from the show: meetings booked, leads collected or brand awareness. The goal decides whether to spend on many cheap items or fewer valuable ones.

2. Use two tiers

A small item for everyone makes the booth approachable. A better item, given after a real conversation or a scan of the badge, rewards the visitors you most want. The calculator estimates quantities and cost for both.

3. Estimate quantities from your own numbers

Use attendance from the organizer, the share of visitors who stopped at your booth last time and the share who became qualified leads. Order a little extra for safety, and plan for items left over to be used at the next event.

4. Order early

Custom printing, proof approval and shipping take time. Ask your supplier for the full lead time, including proofs, and add a buffer before the show's shipping deadline.

5. Plan shipping and storage

• Ship to the show's official receiving address if the exhibitor manual requires it.
• Check handling charges, which can be significant at some venues.
• Pack a small box in your own luggage in case a shipment is late.

6. Judge the cost per lead

Divide giveaway cost by qualified leads. Then compare the total cost of the show, including the booth, travel and staff, with the value of the deals that came from it. Giveaways are usually a small part of the total.

A simple planning table