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10 Tips to Use Giveaways Effectively


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 game.

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 memorability factor.

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.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," 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.

info@thetradeshowcoach.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. November / 19 / 2019

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
  1. Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online
  2. Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel  CNBC
  3. Snapchat says, unlike Facebook, it will fact-check political ads  Mashable
  4. National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune
  5. Twitter releases final details of political advertisement policy  ConsumerAffairs
  6. View full coverage on Google News

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. How Google's New Advertising Policy Trumps Twitter And Facebook's 2020 Approach  Grit Daily
  5. Twitter details new policy banning political advertising that also limits ads pertaining to 'issues'  Daily Mail
  6. View full coverage on Google News

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Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Doctors demand ban on cigarette advertising in Germany - Yahoo Sports
Doctors demand ban on cigarette advertising in Germany  Yahoo Sports

Juul Is Sued by New York Attorney General for Advertising to Underage Users - TheStreet.com
Juul Is Sued by New York Attorney General for Advertising to Underage Users  TheStreet.com

We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations - Yahoo Finance
We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations  Yahoo Finance

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

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California sues Juul over advertising, teen vaping sales  Chicago Tribune

Redesigned Microsoft Advertising Editor now available - Search Engine Land
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Digital Remedy's New Flip OTT Advertising Platform Offers First ROAS Tracking for Digital TV Advertising  PRNewswire

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Five Ways 5G Will Change Digital Advertising  MarTech Series

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Ad-Lib Raises $6M, Leverages AI to Enhance Digital Advertising  MarTech Advisor

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The convergence of advertising and marketing  MIT Technology Review

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Microsoft Advertising Editor Has Been Redesigned  Search Engine Roundtable

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Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price?  Yahoo Finance

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Global Cross-Channel Performance Advertising Platform Market Growth (Status and Outlook) 2019-2023  Eastlake Times

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Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Twitter Releases New Global Political Advertising Policy - Lexology
Twitter Releases New Global Political Advertising Policy  Lexology

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Call for Lawmakers to Loosen School Advertising Restrictions Overlooks Real Costs to Students  PR Web

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SEC To Overhaul Investment Adviser Advertising Rule  Lexology

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How Effective Is Facebook Advertising?  Mother Jones

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Decline In Sina's Q3 Advertising Revenue Isn't A Cause For Concern Yet  Trefis

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Spain: News on the online gambling advertising Code of Conduct  Lexology

California Sues Juul, Alleging E-Cigarette Maker Targets Teens With Vaping Advertisements In New Lawsuit - CBS Los Angeles
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How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

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Barnstable County Fair wins advertising awards - News  Cape Cod Times

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Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

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What Makes Advertising Work? High Point University Students Are Finding Out  WFMYNews2.com

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8 online advertising risks your agency must be prepared for  AdAge.com

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Money spent on beer ads linked to underage drinking  Science Daily

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In-game Advertising Market – North America, Latin America, Europe, Asia Pacific , Middle East and Africa  Sound On Sound Fest

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The Advertising Industry Has a Problem: People Hate Ads  The New York Times

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Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

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Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

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Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

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How Diageo is knocking unconscious gender biases out of its advertising  Business Insider India

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25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

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Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

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Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

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Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

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Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

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Mispadu: Advertisement for a discounted Unhappy Meal  We Live Security

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Here’s the Army’s Next Big Advertising Campaign  Military.com

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Roku Doubles Down on Advertising Tech  Motley Fool

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Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

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Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

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The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

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Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

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Social media urged to suspend political advertising  BBC News

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Here's why Facebook dominates in digital advertising  Fox Business

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Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

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Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

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Playbuzz turns into Ex.co and expands its content material advertising platform  Market Research Reporting

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UK advertisers balk at high cost of targeted TV ads  Digiday

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The Problem of Political Advertising on Social Media  The New Yorker

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How to Invest in Digital Advertising  The Motley Fool

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Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

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US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

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So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

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Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

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Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

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Benefits of Using Digital Signage for Advertising  Demotix.com

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Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

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