Psychostrategy for your next trade show

Published on October 26, 2005 By Rajiv Badlani In Business

When you’re headed for your next trade show or conference or event, consider reusable fabric bags as your giveaway. Visitors love receiving them because it facilitates carrying all the literature they collect. The fact that folks will carry them around the show displaying your logo and plugging your presence is only the immediate benefit. Much after the show is over, they will still be using them (no one throws them away) and literally become a walking billboard for you.

But there’s more. People are becoming increasingly aware of the harm that plastic bags do and when your logo is seen on an eco-friendly substitute for plastic bags, your brand gets positioned in their mindspace as one of the “good guys”. This follows from a very basic logic. People don’t want to be bombarded with your marketing message. They prefer to unravel a subtle message themselves. If this contradicts what some marketing bozos have told you, check out the logic on yourself. When someone is telling you a joke and you can figure the punchline even before he completes his story, that joke doesn’t break you apart and, chances are you don’t remember that story. But when someone tells you a joke and it takes you a few seconds to figure out what was funny about it, when you start laughing, you can’t stop. And, you tend to remember that story, right? A marketing professor once explained this phenomenon to me. When you don’t immediately “get it” it challenges and engages your mind. That brief engagement is what makes some things memorable and others get forgotten fast. Get it? These quiet little bags are amazingly attractive and economical. You will not believe how affordable they are so come check them out on the bags home page at www.badlani.com/bags/

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