Editor’s Note: Swag is not only a big part of trade show culture. It’s a big part of trade show marketing. Guest blogger Betsy Burnett toured the CHA Summer 2010 show floor for Scrapbook Update, to find out who was doing what. Given the marketing budget cuts brought by the current economy, Betsy found a surprising amount. Here’s a look at who was doing what.
The crowd was gathered in the booth, waiting expectantly for the prize drawing to start, when the announcement of a company VP’s birthday starts the group singing. Then came the announcement of “The first person to kiss him on the cheek will get a prize.” A lady in the crowd took them at their word and ran to kiss the birthday boy on the cheek much to the amusement of the crowd (and embarrassment of the recipient.) The reward for her efforts? A new Cricut cartridge.
The author kissing Provo Crafts' VP of Sales Brad Brusa
Oh, did I mention that the lady in the crowd was me?
Part of the fun of any trade show are the freebies, giveaways and promotional items you can collect along the way and the CHA show is no exception! Swag (as these items are nicknamed) flowed freely – in the hopes of not only luring potential customers into a company’s booth, but also providing some clever marketing as people walked the floor wearing items emblazoned with the company’s logo in hopes of winning free product! As I walked the trade show floor, it amazed me at not only the sheer volume of swag being freely given, but the cleverness of some of the marketing using these items.
Tim Holtz autographs his embossing folders for his adoring fans!
First, there were the “celebrity appearances”. Some were celebrities promoting their own product line, such as Tim Holtz spending one hour each morning of the show autographing and giving away packages of his Sizzix texture plates. Then there were celebrities like designer Suede (from Project Runway Season 5), who was challenged by Craftwell to use the Ecraft machine to create a dress – and ended up having three on display in their booth.
Suede poses with fans by his creations at the Craftwell booth
You've been summoned to appear....
If a company doesn’t have celebrities to draw attendees in, there are always the “wear the______ (tshirt, button, whatever) and be entered to win” type promotions. The funniest one this year was Provo Craft’s “bug eye” glasses. If you were caught wearing them on the show floor, you received an extra ticket for the drawing to win Cricut prizes. Getting in on this fun was also “Craft’n'doodle”. If they caught you wearing their button, their “craft cop” gave you a prize and a “summons” to appear at their booth later for a chance to win the “whole kit and Ca-doodle” (their entire collection.)
A bug-eyed winner at Provo Craft!
There was also swag you had to work for. The “Product Parade” program presented by Scrapbook Business magazine gave participants a “scavenger hunt card.” As you went around the show floor, you had your card initialed by the staff of the participating booths. When you were finished with your booth visit, you rated the booth on things such their product line, pricing, staff knowledge and friendliness. Turning in a completed card got you a sampling of products from the participating vendors while helping provide feedback on booth presentation for the participating vendors.
Some vendors used product samples to draw attendees in. In some cases it was simply giving people a sample. Swatch books and sample pieces were quite common. Other companies found creative ways to hand out their product. Die cut company “Dies Direct” gave people lizard shaped embossing plates (in two sizes) that they showed you how to bend to make stand up. (I admit two pairs of them wound up in my bag to give to my boys!)
The lizards have new homes 
Naturally, it wouldn’t be a craft convention without make-and-takes to lure people into booths. Everything from cards, to jewelry, to frames and chickens could be made on the show floor. (Yes, I said chickens.) There is nothing like free product, table space and the encouragement to create to lure crafters into a booth. Make-and-takes allowed designers and sales staff a chance to talk to customers in a relaxed environment while showing exactly what their new product could do. This did come at a price, though, to those walking the show floor. Sometimes the wait for the make-and-takes was over one hour, meaning there was less time to walk the show floor – and not everyone was “pleasant” about waiting. I know of more than one ugly argument that resulted from impatient line-cutting crafters at make-and-takes.
Making a chicken!
Then, of course, what convention would be complete without a collection of promotional items? There were pens, buttons, pins, tape measures…anything and everything that can have a company’s logo put on it. Some were out of the ordinary, such as little shaped soaps from “Robin’s Nest.” What did soap have to do with scrapbooking? “Nothing,” I was told. It was simply wonderful soap (and made by brother of the Robin’s Nest’s owner.) Other items were quite helpful. I loved the “slap bracelets” from Craftwell. Not only did these bring back fun memories of my Junior High days, but they proved useful, as well, because they had a 12 inch ruler on them. They’ll be great for “slapping” around the handle of a crop bag for when I need a ruler in a pinch.
Collecting swag is a fun part of any trade show. Not only does it give the sales staff an opening for talking to you, but it can give you a chance to try a product you might not necessarily consider otherwise.
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Didn’t have a chance to get to CHA Summer 2010? Would you like to win one of three “Swag bags” collected specifically for this article? Leave a comment here saying which one you would like to win and it could possibly be your lucky day! (Due to sweepstakes regulations you might not win the bag you selected…but all of them are fun!)
Bag #1: Suede meets Tim–Tim Holtz autographed embossing folders, two pairs of scissors from Westcott, Suede’s autograph and a variety of other fun items.
Suede meets Tim Bag #1
Bag #2: Product Parade–Circle cutter from Craft-n-Doodle, various adhesive, samples of Black Magic cardstock, a die from “Dies Direct”, and more.
Product Parade Bag #2
Bag #3: Live Out Loud–Canvas kit and set of inks from Quick Quotes, photo organizer from Advantus, a variety of stickers, and stamps from Glitz plus a collection of other fun items!
LIve out Loud Bag #3
How to Enter: All you have to do to be one of the lucky winners is leave a comment on this entry before Midnight U.S. eastern time on Sunday night, August 8th. Make sure you include your email address in the line reserved for it on the comment form (for your own protection, don’t put it in the text of the comment, where it will be visible to the public – just in the line labeled “email” in the form where only Scrapbook Update staff can see it). We will need it to notify you if you are a winner. Winners will be drawn by random drawing from all eligible entries. One entry per person. Sorry, U.S. mailing addresses only.
Thanks to the following companies for providing promotional items for the bags:
Advantus Corp, Blumenthal Lansing, Craftwell, Craft-n-Doodle, Crafty Secrets, Creative Options, Dies, Direct, Ellison, Glitz Designs, Jessica Sprague, Laserline, ProMag, Provo Craft, Quick Quotes, Scrapbook Business, Scotch, Spellbinders, Westcott, 1,2,3 Preschool Projects.
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About Betsy Burnett
They all look great but #1 is my favorite!
Woo Hoo,, I was at CHA but didn’t see half of this stuff..I would love to win any of these goodies.. thanks for sharing all of your goodies. I am a huge fan of swag!
You’re the best! So thank you, and my choice is always, always, always, anything with Tim Holtz’s name on it, so bag #1, because, – Hey, it’s Tim!
I really enjoyed your swag tour! Any of those 3 bags looks like fun!
I’d be excited to try the products in any of the bags, but Bag #3 is most tempting with the canvas!
Since I don’t act I’ll never have a chance at an Emmy, or Academy Award Swag Bag, and I don’t sing (in public), there’s no chance at any Music Award Swag Bags so….I’m doing my “CHA Swag Dance” just for having this chance at one of these bags. I’ll shimmy, shimmy shake for a chance at Swag Bag No. 1. How nice Scrapbook Update is sharing the wealth of their loot. Thanks a bunch!
Wow! Betsy did a great job of collecting swag! I would love to win any of the bags – but bag #2 did catch my eye! A girl can never have to much adhesive!
I’d love to get my hands on the Live Out Loud bag #3. I just returned from my company’s national convention and didn’t win one little thing (and Cricut machines and accessories were among the giveaways)!!
I’m in for bag #3-I definitely live out loud!
I am such a TH fan that I would simply LOVE that bag! I haven’t ever been able to go to CHA and would LOVE an ounce of fun from there
Bag 3 looks like inspiration waiting to happen!!
WOW. It’s hard to pick. It’s like being on let’s make a deal…which door? I guess I will say #1. I would love the have those autographed embossing folders, not to mention all of the other goodies.
I’ll take any or all of them thanks!
I had a blast at the CHA Super Show and would feel lucky to win any of these bags. If I had to chose just one, then #2 would be my first choice. Great article, thanks for the chance to win!
Thanks Betsy for showing us all about the “swag” at CHA! I’d love to receive bag #3! They all look awesome but those Glitz stamps look amazing!! thanks, Heidi
Looks like you had a great time! Any package would be great, but #1 would make me happiest because I love Tim!
OMG – how great you are making this offer to us. That is fantastic. I would love any or all of the bags! Thanks for doing a great review.
What fun that would be to win some CHA show swag! Thanks for sharing!!!!
Looks like you had a ball. I would take any fo the bags, but especially like #3. Thanks for sharing.
Wow I guess I need to follow you around since this year I hardly got anything & thought the freebies were way down. It was great to see you on the last day & am so happy for you Betsy in all your successes
Wow- I can’t believe that many things are given away. One more reason I must attend CHA in the future!
Thanks so much for your article! Although I didn’t get to go, now I feel like I got to be a mouse in the corner! WHat fun!
I would love to win bag #3, because I have recently fallen in LOVE with Quick Quotes stuff! The colors, the designs, the canvas! Love it!!
Thanks again for spending time sharing with all of us!! Your article was terrific!
Jean
What an enticing article to bring people to future shows. Not having been there for several years myself, it it does pique my interest to return.
Bag two or three would be great..
I would love any of the bags….if I had a choice the Tim-Suede one but ANY would be awesome!! Thanks for sharing!
Thanks for all the Summer 2010 CHA updates and reviews. Already waiting for some favorites to become available. Any bag would be appreciated.
I would love to win any of them, but bag #3 really jumped at me. Thanks for the great post!
I have always, always, always wanted to attend CHA. I would be going crazy for all the new (and refurbished “old” product) and would have the time of my life. Maybe I could feel less “underprivileged” IF I won some of the CHA goodies. What do you think?????????
Oh wow! Such amazing goodies!!! I can’t believe you got to meet Suede ~ I loved watching him on Project Runway! I know I could find any of these sweet goodies a great home! LOL!
OH WOW!! I would be one lucky gal to get any one of the swag bags! Oh, man, fingers crossed!
OMG! What a bunch of lovely goodies!!! I think I need to have your job for just one day of this fabulous event! Good luck to all!
What a lovely CHA tour!!!!!!!!!!!!!! Thank you so much for the opportunity to win such a lovely giveaway. I’ll be crossing my fingers : )
Wow! How generous of you! Given the opportunity to choose between them, I’d choose bag #3! Thanks!
What fun! I think bag 3 is what I would choose if I had the opportunity. I would love to go to one of those shows and this is so sweet of you!!
Any of the 3 would be a real treasure but the Suede one would be awesome! My youngest is going to be 18 soon and she LOVES Suede and that would be an awesome gift for her! Thanks for sharing. I couldn’t make it to CHA this year due to health issues.
WOW!!! Oh how I wished I could have roamed the isles, smelling all of the new product and taking in the sights and sounds of creative minds and hands in action! Oh to run my own fingers through some of these goodies! Fingers crossed!
Thank you for the great article. You really found a lot. I am drawn to bag #2 but any of them would be great! Thanks for the chance to win and for all your hard work.
Pick me – Pick me!!!
What great swag bags – It would a thrill to win one. CHA is always far away from where I live and I live vicariously through the updates and youtube. Thanks for the chance. I will keep my fingers crossed and oh yah its my birthday tomorrow
I would love any of the Swag Bags, but the canvas in bag 3 really caught my eye and I would love to test it out:-)
Wow! Those are really great Swag Bags. Bag #1 is the one I would go for because I love Tim Holtz items. Thanks for the chance to win!
These are great swag bags. Any of them would be awesome but since I have to choose one I would say #2. It sounds like this was a great week! Thanks for the opportunity to win a bag and share in your experience.
Wow!!! Lots of great stuff. CHA is always so far away, I wish I could go sometime, but your updates are great. Love all the swag bags, but I think #3 is for me. Thanks for the chance to win a little piece of CHA.
I would be happy to win any of these!! I was suppose to attend, but hubby got sick
I had to stay home. Maybe I will make the Winter show in California~
Thanks for the chance to win!
Oh, and I so would have been racing you to kiss birthday boy ~LOL~ I have no shame when it comes to free Cricut cartridges!!
~Laura
I loved your article. So funny and I loved hearing how exciting CHA was. I would love to go one year. I can’t seem to pick one particular prize. I would be thrilled with any of the three. So glad you had a great time.:)
Thanks for the chance to win some of this great swag.
Bag # 1 would be my choice but I’d be thrilled with any of them.
OMG so cool. Sometimes I love the freebies and trying to get them as much as buying stuff. I like the thrill of the scavenger hunt! I’m so jealous you got to attend that neat show.
Great article – I soooo wish I could have been there! I’d love to win any of the bags, but I’d really like the “Live out Loud” bag. Since I’m usually shy & quiet, I’m making this my new motto
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Gosh! It sounds like lots of fun and games. I would love any of the swag bags, but #3 would be my first pick :0) Thanks
I love the give-a-ways at conventions and would love to go to CHA one day, but I’m not holding my breath. As for make-n-takes, I don’t do them. I’d rather take a class and pay a larger fee to sit and relax in front of a teacher than to stand around in a crowded line and have people huff around me. Sure some of those MNTs are nice, but I’d rather shop and take my time when creating something. Thanks for the chance to win and the view on the inside.
Try something useful like flash drives with an auto run file to start a presentation of your company the first time they plug it in..a little more expensive but well worth it