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8 Rules For Giveaways

Handled poorly, giveaways can over attract, drawing crowds too large to give staffers time for meaningful interaction or lead collection. But when premiums are integrated into the entire show strategy, they can reinforce a message, recognize a visitor for stopping at the booth, communicate a specific message, or reward a prospect for participating in a demonstration. Here are some guidelines for selecting effective giveaways:

   
  1. Concept first; catalog second. Understand why you are using a giveaway and what you expect in return before you buy. Rather than perusing the ad specialty catalogs for “nifty” giveaways and premiums, an exhibitor should first ask, “What are we trying to accomplish at this trade show? Can a giveaway or premium help improve the communication of our message?”
  2. Make the prize specific to your business. Personalizing the giveaway with your business name, address, and phone number, or selecting an item that only your company can provide, such as one of your own products, can accomplish this step.
  3. Be selective; avoid being hit-and-run. Don’t just hand out giveaways when the mood strikes you. Follow a plan of action. Who do you want to receive the premium? What must they do to get it – fill out a lead card? See a demonstration? Talk to a sales rep? Get something for your money!
  4. Keep the ad specialties out of sight. Otherwise, curious hands may grab them before you have a chance to engage and qualify the taker.
  5. An effective giveaway has high-perceived value. That doesn’t mean it has to be expensive. It just has to be perceivedas valuable by your attendees.
  6. Useful gifts are retained. Useless gifts are given to someone else. You want a gift that recipients hang on to, so it keeps reminding them of your company.
  7. Unique is better than expensive. Find an attractive giveaway that no one else is offering and you’ll gain more attendee interest. Again, the trick is to find a creative giveaway that your show audience will value.
  8. On the desk is better than in the desk. It will provide a continuous reminder of you, the exhibitor.