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Free giveaways are a trade show highlight for many attendees. Since these attendees are your prospective customers, offering a memorable gift is vital to a successful exhibition. Interesting or especially useful promotional gifts will corral show-goers to your booth and leave them with a positive impression of your company.

The gifts should be unique, to arouse curiosity; conspicuous, to draw the attention of people at the show to your booth when they see other attendees with your gift; useful, to increase appreciation and extend "shelf-life" (the longer a gift is in use, the more people will see it and the more entrenched your brand will become in the mind of the user); and relevant to your product or service, to create a connection between the gift and your company.

How much you spend on promotional items is dependent on your budget, but for good leads it is appropriate to spend between $1 and $5 per person. A "good lead" is anyone who approaches your booth with an interest in your business. To make a good impression, you need not spend a fortune. You need only give them something by which to remember your company name and service, and to show your appreciation for their interest. For $1 to $5, you can find a plethora of interesting gifts.

For serious leads, prospects with a definite need for your services and the power to influence purchasing decisions within their organization, you may want to spend a bit more, between $7 and $10 per person. Do this inconspicuously, so as not to arouse resentment among your "good leads," and let these "serious leads" know that their gifts are only for special people. By going this extra mile, you can show how much you value their business and help ensure a successful post-show sale.