The trade show is over. Your team has packed up the booth, the banners are down, and you're back in the office reviewing leads. But what about your marketing? For many, it stops the moment the event doors close. This is the most common and costly mistake in event marketing.
The branded swag you give away, especially the tote bag, shouldn't be a throwaway expense. Instead, it should be the beginning of your post-event marketing campaign.
Think of it this way: a cheap, flimsy bag with a giant logo gets used once to carry other, better swag, and is then promptly thrown in the hotel bin. Your marketing investment stops right there.
But a high-quality, sustainable, and thoughtfully designed bag is different. It's not seen as swag; it's seen as a gift. It's durable, functional, and fashionable. This kind of bag has a "second life."
That is where your ROI really starts.
Your good cotton or jute tote doesn't get thrown away. It gets taken home. It becomes the go-to bag for:
- The Airport: Now your brand travels city after city and is viewed by thousands.
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The Grocery Store: Your brand is visible in the local community, week after week.
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The Gym or Café: Your brand is associated with the daily life and personal routine of your client.
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The Client's Next Meeting: They can even take it to a meeting with another potential prospect.
Suddenly, the one-time attendee is not just a lead; they are an active, walking billboard. They are giving implicit, personal endorsement of your brand wherever they go. It's a type of marketing that a digital ad could never replicate, being tangible and visible, and built on quality you chose to represent your brand.
Don't let your marketing stop at the booth-invest in a bag that carries your message for months, or even years, to come. Want to master this strategy? Our new eBook, The Walking Board, details how to turn event bags into strong, long-term marketing assets.
Download your free copy today!
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