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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 Wed. May / 22 / 2019

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IAB Tech Lab released both sellers.json and the OpenRTB SupplyChain object for initial public comment. Once these are finalized and live - likely some time in ...


When it comes to consulting firms, some advertisers aren’t convinced - Digiday
When it comes to consulting firms, some advertisers aren’t convinced  Digiday

Accenture's acquisition of creative agency Droga5 shows just how close the consulting firms are getting to ad budgets.


Jeanine Pirro's Fox News Show Has Lost Advertisers Since Suspension - Hollywood Reporter
Jeanine Pirro's Fox News Show Has Lost Advertisers Since Suspension  Hollywood Reporter

'Justice w/ Judge Jeanine' has lost nearly 20 percent of its advertising load since the host got out of the penalty box for criticizing Muslim Rep. Ilhan Omar ...


Advertising and Media Insider newsletter April 24 - Business Insider
Advertising and Media Insider newsletter April 24  Business Insider

Welcome to the Advertising and Media Insider newsletter. I'm Lauren Johnson, a senior advertising reporter taking over for Lucia this week. If you got this email ...


Starbucks may have gotten billions in free advertising from 'Game of Thrones' gaffe - New York Post
Starbucks may have gotten billions in free advertising from 'Game of Thrones' gaffe  New York Post

The "Game of Thrones” coffee cup gaffe may have given Starbucks $2.3 billion in free advertising — even though it didn't belong to the java giant.


Starbucks got an estimated $2.3 billion in free advertising from 'Game of Thrones' gaffe, and it wasn't even its coffee cup - CNBC
Starbucks got an estimated $2.3 billion in free advertising from 'Game of Thrones' gaffe, and it wasn't even its coffee cup  CNBC

Starbucks got free advertising over the last few days after a modern-day coffee cup was spotted in a "Game of Thrones" episode — and it turns out it wasn't even ...


ASU professors 'take aim' at attack advertising - Arizona State University
ASU professors 'take aim' at attack advertising  Arizona State University

Arizona State University Foundation Professors Kim Fridkin and Patrick Kenney's new book “Taking Aim at Attack Advertising: Understanding the Impact of ...


Advertisers Pack into Game of Thrones Season 8 Finale in U.K. - Wall Street Journal
Advertisers Pack into Game of Thrones Season 8 Finale in U.K.  Wall Street Journal

Unlike the U.S., brands in the U.K. have enjoyed the opportunity to appear in every episode of “Game of Thrones” as it runs there on pay-television channel Sky ...


Google parent Alphabet’s stock tumbles on slow advertising growth - Washington Post
Google parent Alphabet’s stock tumbles on slow advertising growth  Washington Post

The firm said growth in advertising sales slowed to 15 percent from a year earlier.


7 Keys To Advertising Effectiveness - Radio Ink
7 Keys To Advertising Effectiveness  Radio Ink

(By Bob McCurdy) We have the tendency to make things more complex than necessary in this business. There are a handful of easily understood and relatable ...


Suffolk art exhibit puts racially offensive advertising front and center - Virginian-Pilot
Suffolk art exhibit puts racially offensive advertising front and center  Virginian-Pilot

Art has never shied away from controversy, and two exhibits now on display at the Suffolk Art Gallery, 118 Bosley Ave., are likely to create more. The exhibit ...


Letter: Limit drug companies' donations, advertising - Opinion - The Columbus Dispatch
Letter: Limit drug companies' donations, advertising - Opinion  The Columbus Dispatch

Every day there seems to be an article about the high price of prescription drugs. This should have been addressed a long time ago and probably would have ...


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