Hit the Floor RUNNING
Another thing to keep in mind with convention giveaways is their longevity and ability to promote long after the trade show or convention has ended. In the same way Johnson has been able to capitalize on the lip balm, Brown and those at AAA Line have experienced similar success with their line of customized air fresheners. Brown gives bagged samples of the air fresheners, a $15 retail value per bag, for free to attendees at conventions and trade shows. Although this may seem costly, “It pays,” declared Brown. “We’re never cheap; we never count the number of things they take. They can take as many as they want because it’s good for us. It’s not going to evaporate in six months. I’ve gotten calls from people who’ve taken samples years ago, saying ‘Do you still do this? I picked it up two years ago.’ Of course! So [the items] hang around, and that’s what we want to happen.”
- People:
- Charley Johnson