Tired of handing out pens and other junk at trade shows that don’t give you any return on your investment? Consider the benefit of a 4″ x 6″ postcard.

A postcard is a great trade show handout …. IF, it is backed by an effective idea. Many describe a great postcard handout as little more than a giant business card. While a postcard may be better than a business card, it’s still a yawner — unless it contains something of value or potential value to the prospect.

Lets explore some examples. Let’s say you own a high end women’s clothing store. In that case your postcard could offer the prospect a “Private In-Home Showing”. High-end buyers like to be catered to. A private clothing showing in the prospect’s home or place of business speaks to that desire. The card asks the prospect to call to make arrangements. Over the phone you get her preferences, likes, dislikes and sizes. Then you make the appointment and take a fine selection of clothing to her. This also allows you to gauge your Return On Investment (ROI). Best of all, it allows you to develop a personal relationship with the prospect.

Lots of marketers, eager to cast a big net like to offer discounts and freebies on their postcards. By and large, I detest dollar-off coupons, discounts and freebies to build a loyal, money-spending client base. Mostly they attract “bottom-feeders” with whom you are establishing a relationship based on price. If your goal is to make money, then a relationship based on price works in the prospect’s favor — not yours.

If you insist giving away the store to get new clients or prospects … at least make it a buy one get one, a buy one get the second for 1/2 off or a dollar amount off with a specified dollar amount in purchases.

A more effective approach to rewarding prospects and getting your name spread around is to offer an imprinted promotional item or gift with purchase. This can really help drive trade show traffic to your retail location. This way, you are only giving promotional products away if they actually take the time to visit your location and spend money. For instance, a restaurant could offer a free steak knife with purchase of two dinners. Combine this with a punch card program and give customers the opportunity to collect a complete set though subsequent meal purchases.

Another way to use a postcard is to make it a ticket to a special after hours store event. You can give the highlights of your product or service at the trade show. Those who seem genuinely interested, receive the “ticket” for a more in depth demonstration, product review or test drive at the special event. In this case, you only give the postcard to those who express a desire for your product or service. Those who show up for the event are genuinely interested. And genuinely interested prospects and are YOUR golden ticket.

If any of the product lines you sell has a co-op program, check to see if the post card can qualify for one or more of your suppliers co-op programs. This will help you lower the cost of the entire program.

Use of the tactics described above can also help drive traffic to your website. In cases where the postcard is used as a ticket, you can give people the option of reserving their place at the event via phone or through your website.

By and large, a postcard that’s little more than a glorified business card is a waste of your time, energy and money. However, if you marry the postcard with an effective idea … then you may have promotional marketing trade show gold.