Green Your Tradeshow Footprint

In striving to become a greener business, you work hard to keep corporate social responsibility and environmental considerations key values that will set your business apart from the competition.

Whether your business is small or large, you need to reach people to build your customer base. Many companies utilize promotional products as giveaways that allow your brand to go home with potential customers.

If you've ever walked away from an event with a bag full of magnets, pens, and brochures, you know that many promotional products have a relatively short life.

If you plan to use promotional products to get your name out there, choose with the environment in mind. You will not only promote your business, but you will show current and potential customers that your company values resources and considers sustainability as a core value.

Save resources. Utilize recycled content whenever possible. Skip the sticky notes and choose a recycled notebook or journal. Many companies offer pencils, pens, clothing, and bags made of recycled plastic, and you can even find bags and belts made of recycled bicycle tubes and tires.

Think edible. The way to your customer's heart is through the stomach. Think about stamping your company logo on a banana or toasting it into a bagel. A consumable item leaves nothing for the landfill, and hopefully a good aftertaste with your potential customers.

Avoid disposable. An item that is reusable has more chances for brand awareness building. Organic cotton totes and drawstring bags can be used for shopping, carting shin guards to soccer practice, or borrowing books from the library. The more times your product is used, the greater the chances of building your customer base. Consider creating a stylish reusable bag specific to the event so that visitors will carry your bag all over the trade show.

Energy alternatives. An alternative energy powered product can be used for a long time without needing to replace batteries. Something like a hand-crank flashlight, solar powered cell phone charger, or a water powered calculator could really make a lasting impression on a contractor using your promotional product in the field.

Consider the end. Pick an item that is recyclable or biodegradable. Glass is infinitely recyclable; re-brand a healthy bottled juice with your company logo. You can even have your company banner printed on a vinyl alternative that is completely biodegradable.

Be selective. You don't have to give something to everyone who walks by your booth. If you use your promotional products budget on a single major item like a $500 gas card, you can use the opportunity to collect business cards from a crowd of interested visitors. A giveaway reduces the amount of product waste while still giving you a chance to collect business leads.

Choose quality. Instead of ordering cases of the most inexpensive item you can find, choose wisely and find the perfect item to give to your target customer. If you expect 10,000 visitors at a trade show, buy 10,000 Hershey Kisses for the passer-bys and spend a little more on a better giveaway for the 1000 or so potential customers who stop to talk and show real interest in your product or service. Keep your stock of quality promotional items under the table to give to the visitors you screen and deem most likely to do business with your company.

Memorable business cards. When printing business cards, you can request paper with recycled content and soy ink to minimize your environmental footprint. If you're looking for an even more memorable card, choose seeded paper so that you card will stick out from the stack when it starts to sprout clover. Keep your office organized. Digitize the cards you collect by adding them to your email contacts or scanning them and then recycle them with your office paper.

Be unique. Environmental businesses and products are growing in market share now more than ever. Choosing a product with a small footprint is not only the right thing to do, but it's your chance to show that you are willing to make a non-traditional business decision if it's better for the future and better for the planet.