What Is A Tchotchke?

By: Janice Jenkins
Submitted: 2008-06-17 14:43:20
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Tchotchke is a Yiddish word which roughly translates to a toy, ornament or knickknack. It does not have a positive connotation and often is used when describing an item of low quality. Hence, because of the questionable quality of many trade show promotional items the term has become widely applied to such marketing gimmicks.

For most direct marketing campaigns the only ingredients needed are paper and ink. Flyer printing and full color brochures have become quite cost effective. These can be utilized as an efficient way to reach an underserved niche market. Custom poster printing also provides a great tool for capturing a portion of your audience walking out and about in everyday life.

Trade shows are also an important component of your macro marketing strategy. Networking with vendors and peers is very important. The main focus, however, is the large pool of potential new customers all in one space. In the competing frenzy of selling those not armed with a good tchotchke end up being outgunned.

So, what constitutes a good tchotchke? Ones which fall into the old negative connotation of cheapness are quickly thrown away when the recipient goes through their bag at the end of the day. A good one is kept and prominently displayed thus becoming an effective marketing tool for your business.

A good idea is to pick an item which would prove useful within the industry the recipient works. An example would be pocket screwdriver for an electrician. A travel agent might receive a desk clock showing different world time zones. You must use your imagination and put yourself in the shoes of those who will be receiving your item.

Functionality is key. No matter how novel, if it is not useful it will sit gathering dust in a drawer. Ideally, it is an object used in public and able to be seen by more people than just the recipient. Choose items which stand out. If your tchotchke is a notepad and just one of 15 in the person's bag it will hardly get any special notice or attention.

The items you distribute reflect upon your company. A cheap and poorly thought out tchotchke conveys a message that your company is similarly run. Creativity and thoughtfulness will pay off in a higher ROI coming from your trade show events.

The transaction isn't finished once you hand off the gift. Follow up is crucial to convert leads into actual sales. You have invested marketing dollars in the promotional item. In order to recoup that cost your sales staff must closely follow up on the leads which the gifts generated.

Before the next show ascertain which is the best item for your industry. Select one which will speak well of your company and brand.

For comments and inquiries about the article visit:  Flyer Printing, Full Color Brochures, Custom Poster Printing

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