| 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 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.
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.
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