Know-How Exchange : Advertising/PR

We had a health fair (in association with Smoke Free Canada Clinics) (https://www.smokefreecanadaclinics.com) and had hired a bunch of Wellness Experts to come and speak. One of the most interesting speakers was Dr. Martin Collis. We gave away a few Pedometers, and were swamped with folks wanting one.

They are inexpensive, and are very important to keeping weight in check. Check out the information on Dr. Martin Colis' web site: https://www.speakwell.com/pedometers/index.php

Hope this helps you.

Darcy Moen
Customer Loyalty Network

We work exclusively with health and wellness businesses, so my comments are based on that experience.

Your objective at an expo should be getting the names/contact info (e-mail, for example) and permission to contact them in the future. That way you can send them a short e-mail, for example, with a customer success story and a link to your website where they can buy the same lollipops that helped your testimonial customer. People normally need several exposures to something new before they decide to buy, which is why it's so important that you get their contact info - it lets you follow up with them after the expo.

For example, let them give you their contact info in exchange for entering a drawing for one of five cases, let's say, of your power-pops. That's an impressive giveaway, but should be pretty affordable (if it's not, offer a pack of six or whatever you can manage).

If you can't afford to give everyone a sample of your own product, then give away something that will encourage them to think about how wonderful it would be to lose weight (i.e., the problem YOUR product solves), or some other aspect of weight management (like a ten-question healthy eating quiz). On the reverse side you could print something informative about hoodia as a weight-loss aid. Put your contact info/website/etc. on both sides of your flyer.

Ideally, have a fishbowl for a drawing for a free case of power-pops. Give everyone who puts their name in the fishbowl a free lollipop PLUS a discount coupon on their next purchase PLUS your flyer.

The problem with giveaways that are unrelated to your actual product is that they just attract people who want the freebies. That has nothing to do with whether they will buy your product or not. In fact, they usually pay no attention at all to what you're selling - they just grab the freebie and move to the next booth.

And contrary to popular belief, just imprinting your company name on a trinket that will hang around on someone's bathroom counter or desk will not cause them to suddenly decide to call you up and buy in a month (or two or three...).

One notable exception is offering a sample of your actual product - especially appropriate since you're offering something that's edible.

Feel free to drop me a quick e-mail if you have any other questions.

Good luck,

Leslie Nolen, The Radial Group