8 Tricks of the Trade Show

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Throw away the stress balls.

Giveaways are a point of contention for veteran trade show attendees. For some, it's a valid reminder of your brand. For others, it's a waste of money. Whichever camp you fall into, make sure any freebie serves a purpose. "I'm hoping the heyday of stress balls has come and gone," says Cavanaugh. "We still believe in giving people something tangible to walk away with, but you want something beyond the useless tchotchke." If you do use a giveaway, think critically about how that item represents your product or your company.