10 Tips to Use Giveaways Effectively by Susan Friedmann
10 Tips to Use Giveaways Effectively
by Susan Friedmann
Walk around any trade or consumer show and you will be able to collect a bag
full of advertising specialties, or giveaway items all designed to promote. But
look a little more closely. How many really do an effective job? How clearly do
they get a message across? Is the message sufficiently visible? Is the giveaway
useful or unique enough that you would want to keep and use it? All these
questions, and more, need to be considered before jumping into the giveaway
Everyone enjoys receiving a gift, even if it is "just a little
something." Gift giving creates a favorable impression. It can build
goodwill, be an incentive, communicate a message and create awareness.
When thinking about advertising specialties for your next show, consider the
following ten questions:
1. What do you want to achieve by giving away a premium item?
Your giveaway items should be designed to increase your memorability,
communicate, motivate, promote or increase recognition. It is important not only
that the message have an impact, but also the premium itself.
2. How will you select your premium item?
There is a multitude of different items you could consider as a premium.
However, which one will best suit your purpose? To select the right item, you
need to decide your objective. Do you want it to enhance a theme; convey a
specific message or educate your target audience? A clear purpose should help
make your selection process easier. A promotional specialist can also help you
make an effective selection. Remember that your company image is reflected in
whatever you choose to give away.
3. Whom do you want to receive your premium?
Having a clear objective for your premium item will also help you decide who
should receive it. You may consider having different gifts for different types
of visitors. You might have different quality gifts for your key customers,
prospects and general passers by.
4. How does your giveaway tie into your marketing theme?
Is there an item that naturally complements your marketing message? Have the
message imprinted on the item and make sure that your company name, logo and
phone number appear clearly. An important aspect of any gift is to remember who
it was from long after the fact.
5. What is your budget?
The price range for premium items is enormous. Quality, quantity and special
orders, all impact the price. Establish a budget as part of your exhibit
marketing plan. Consider ordering the same item for several different shows. The
greater the quantity of your order, the lower the individual unit price.
6. What must visitors do to qualify for a gift item?
There are several ways to use your premium effectively. For example, as a reward
for visitors participating in a demonstration, presentation or contest; as a
token of your appreciation when visitors have given you qualifying information
about their specific needs; as a thank you for stopping at the booth. Avoid
leaving items out for anyone to take. This diminishes value and has little or no
7. Will your giveaway directly help your future sales?
Consider handing out a discount coupon or a gift certificate that requires
future contact with your company for redemption. Consider premiums that will
help generate frequent visits to customers and prospects, such as calling you
for free refills.
8. How does your premium item complement your exhibiting goals?
Premiums can be used to prequalify your prospects. One company uses playing
cards. Prior to the show, they send "kings" to their key customers,
"queens" to suppliers, "jacks" to new or hot prospects. They
request that the cards are brought to the booth in exchange for a special gift.
When the cards are presented, the booth staff already know certain information
about the visitor. They can then act on their previous knowledge and use time
with the visitor more productively.
9. How will you inform your target audience about you giveaway item?
A sufficiently novel or useful giveaway can actively help to draw prospects to
your booth. So make sure your prospects know about it. Send a
"tickler" invitation with details of the giveaway, or create a
two-piece premium, sending one part out to key prospects prior to the show and
telling them to collect the other half at your booth.
10. How will you measure the effectiveness of your premium?
Establish a tracking mechanism to measure the success of your giveaway. If it is
a redemption item, code it so that you know it resulted from the show. Post-show
follow-up could include a question about the premium - did visitors remember
receiving it and how useful was the item. After the show, critique your giveaway
with your exhibit team: Did it draw specific prospects to the booth? Was it
eye-catching enough to persuade passers by to stop? Did your customers find it
useful? Did it project the right corporate image?
There are plenty of exciting premiums for you to choose from so that you can
avoid the usual pens, pencils and keychains. Make your premium work for you and
it will be money well invested.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author:
ďMeeting & Event Planning for Dummies,Ē working with companies to
improve their meeting and event success through coaching, consulting and
training. Go to http://www.thetradeshowcoach.com
to sign up for a free copy of ExhibitSmart Tips of the Week.