Your promotional giveaway is the symbolic item representing your company’s image and reputation. Don’t think so? Well, it does. Your giveaway is your company’s image carried around at the show that can catch potential clients attention and it’s part of your advertising campaign when it arrives home with your attendee. It may end up on their desk at the office or at home working for you day after day.
But, why put so much emphasis on it - it isn’t a pair of diamond earrings or anything? The point is to make your visitors stop by your booth for just long enough to learn something about your company. Having an effective ‘tool’ to grab them and keep them around will help you gather the leads you are trying to obtain.
It’s the second most important visual piece to your trade show marketing efforts – your display being the first. So, before it’s too late, get rid of the ‘Blah’ trade show giveaway. Spark the interest of others at the show with your next giveaway item.
Give yourself some guidelines when choosing your promotional item. A treasure chest full of treats awaits. Most view the giveaway item as either the most fun trade show decision or the absolute hardest. Endless choices, where to start… from memory sticks, bouncy balls, to calculators, key chains, and mouse pads, also mini radios, the always bright highlighter and the ever popular pen -- all of these and more. So, what suits you all depends on what your ultimate objective is.
With so many choices available, what will fit your company best? We’re hoping this helps.
>> Sample products are great to giveaway and very effective. For example: a day spa may give away samples of the most popular lotion or facial mask.
>> Develop a theme for the show and base your promotional item on that theme.
>> Tip on saving money – stretch it if you can… Order a higher quantity for a better, lower price per piece. Try this… double your trade show giveaway by turning it into a Thank You Gift for your daily customers. This can save money and promote future uses.
>> Price no object… keep in mind the cost spent doesn’t mean a better impression. You may not have to spend as much as you think.
>> Go Green your objective… recycled promotional products are the latest rave. From tote bags, 100% organic cotton beach towels, bamboo shaft umbrella to a simple ball pen made from 100% renewable corn. Hop on the Go Green train today.
So, what other options are there.
>> Can’t decide on what ‘item’ reflects your company best… opt for the Gift Certificate or Coupon route - a valuable item to encourage future purchases.
>> Information give away… what if you’re a ‘sell your mind’ kind of company such as, motivational speakers, freelance copywriters, graphic designers? You get the idea – pay for their brain kind of a service. Well, they have no physical ‘product’ so what could they give other than the traditional pen? How about a “How To: Booklet”, DVD or CD with custom label - free information on tips and techniques is a valuable use-it-now-tool. Go ahead and try the information give away. Provide them with your knowledge for free is also another way of wowing the visitor with what you have to offer. Just make sure it is helpful and is related to the target audience.
Make your promotional item work for youafter the trade show is all said and done.
Promote your company after the show… by utilizing your giveaway to promote website activity by coding each giveaway with a serial number. After the show, post the winning number on your website. They will have to visit your site to find out if they won. The potential website visit will give them yet another chance to become familiar with the products/services you offer. But be careful, make sure you tell them about the Bonus gift or they won’t go to your website.
Know how to distribute your promotionalitems effectively.
>> “Gift grabbers” Stop them dead in their tracks!: You’ve seen it, they probe your booth for that ‘free item’ and then they’re off to the next. So… combat this and don’t stack them on your table! Your gift is not necessarily free-for-the-taking and you certainly don’t want to diminish the value of the ‘gift’ if everyone can have it.
>> Try Personal selection: Personally hand select each ‘gift’ recipient. This opens a 1-on-1 conversation allowing you to qualify with whom you are speaking and reiterates your appreciation of their time and booth visit.
>> You give and YOU get method: This one takes a bit more effort on your part but may lead to the best pay off. Use a Lead form. Have the prospect fill out a very short form asking no more than 4 quick questions. Include a spot where they can leave their contact info too. Once completed reward them with your ‘free gift’. You give them something tangible and in return YOU get an open door for the future to contact and follow up.
Ultimately, your trade show giveaway does not make or break the overall true success of your show. But, it should be viewed as a tool – a very significant tool – a marketing tool with the magnitude to remain in the forefront of the potential client’s mind and life.
