Exhibiting at ExCeL or Olympia London is a significant investment. To ensure you get a return on that investment, your branded merchandise needs to work as hard as your sales team.
The "Bin or Keep" Test
Trade show attendees are bombarded with cheap plastic tat. Most of it ends up in the hotel bin before they even fly home. To pass the "Keep" test, your merchandise must be:
- Useful: A high-quality metal pen that writes smoothly will be kept on a desk for months.
- Beautiful: A stylish notebook with subtle branding is more likely to be used in meetings than one plastered with a giant, loud logo.
- Sustainable: In London especially, handing out single-use plastic is increasingly frowned upon.
Tiered Gifting Strategy
Don't give the same item to everyone. Segment your merchandise:
Tier 1: The Passerby (Volume)
For people just walking past, offer low-cost but useful items like branded sticky notes or plastic pens. The goal is brand recognition.
Tier 2: The Qualified Lead (Value)
For someone who stops and has a conversation, offer a mid-range item like a soft-touch notebook or a premium tote bag. This rewards their time.
Tier 3: The VIP (Premium)
For key decision-makers or pre-booked meetings, have a stash of luxury gift sets under the counter. A leather-bound journal or a boxed pen set creates a lasting impression of quality.
Logistics for London Venues
Delivering to ExCeL or Olympia can be tricky. We offer direct-to-stand delivery services, ensuring your boxes are waiting for you when you arrive for setup, saving you the hassle of lugging them across London on the DLR.
Conclusion
Your merchandise is a physical extension of your brand. Make sure it says "Quality". Plan your trade show pack with us today.
