We’ve all experienced it. You walk by a booth at a trade show, and something catches your eye. It might be a T-shirt, or a flashing bouncy-ball emblazoned with a vendor’s logo. Almost every exhibitor has some kind of giveaway to catch the attention of delegates walking the expo floor, in hopes it will lead to the purchase of a million dollar generator.<\/p>\n
It’s trade show swag – also sometimes known as a “tchotchke” an old Yiddish term for a bauble. Compass Data Centers CEO Chris Crosby offers an entertaining reflection on trade show goodies at the Compass Points blog. <\/p>\n
“I think the tchotchke satisfies our material desire in any vendor exchange. In other words, it\u2019s the answer to the ubiquitous ‘what\u2019s in it for me’ question. One might even compare it to a unique form of barter. ‘Sure I\u2019ll read your white paper, but I want a T-shirt for doing it’ or ‘I\u2019ll agree to attend your webinar but, whether I ultimately buy or not, your gyroscopic pen is mine to keep.’ In essence, the tchotchke is the compensation that we expect for agreeing to a vendor\u2019s request. In the world of the tchotchke, everything is a quid pro quo arrangement.”<\/p>\n