Promotional Strategies: Giveaways That Give Back
Part of the excitement in going to a trade show is coming home with interesting giveaways. Since being at a trade show means being close to your prospective customers, it’s important that you offer unique items they will remember you by.
Aside from giving the trade show go-ers the gift they’ve come to expect, promotional items can work some other wonders for you as well:
Drive traffic to your trade stand
You can draw a huge crowd in front of your stand (as well as connect with lots of prospects) just by having an interesting gift. Everyone will want to know what’s going on and who you are. While they wait in line, you’ll have the perfect opportunity to explain your services and collect leads to follow-up on after the show. When people are in other locations of the exhibition centre and see your name on a bag or a cool item, they’ll seek you out.
Leave behind a good feeling about your company. While any gift is appreciated, a special one can create a connection between what you do and your prospect’s needs.
What are the best items to give out?
Be creative! Try to pick a gift that will not only stimulate your prospects’ curiosity but also tie in with your business. For example, a beauty website or fashion magazine might give out a lip-gloss or a compact. An investment bank might think about a translucent calculator.
Pens, while they may seem like a naturally inexpensive choice, are an effective way to establish your brand. Experts say that pens have a high “pass-along” value and can actually promote your company up to 8 times longer than any other giveaway. Once given to a prospect, the pen will be used at work, could be lent to a colleague, or left behind in an office. As a result, your company name will travel and inspire brand recognition.
How to use trade show giveaways
Trade show giveaways or promotional products are an excellent way to ensure that your company is memorable, but only if they are used correctly. You do not want your company to be remembered as the group who was more focused on their stress ball than on their products and/or services.
Your trade show giveaway items should not only fit in with your overall marketing scheme, but they should be memorable and well-branded. You need to select trade show giveaways that are unique, useful, and appropriate. Ideally, your company would be giving away products very similar to the ones that you sell, but for companies who sell more valuable items, the giveaway should relate to what you sell in some way.
You should also establish a ßway to effectively track the success or failure of your promotional items. Many companies use giveaways to direct clients to a specific email address, so that you can measure the response to your giveaways by the number of emails you receive. If your trade show giveaway is really effective, you may even notice an increase in foot-traffic to your trade show stand.
How much should I spend on promotional items for the show?
This is largely dependent on your budget. Your best bet is to spend between £1 and £5 per person.
Also, note that it is acceptable to buy two different sets of giveaways to distinguish between good leads and serious prospects:
If someone approaches you with an interest in learning about your business, consider them a good lead. The best you can do to make an impression (aside from a winning sales pitch) is to give them a little something to remember your name. By spending between £1 and £5 per person, you can find products with enough flare to draw a crowd without breaking the bank. There are a number of unique items which, when used in combination, can make an influential giveaway package.
A serious lead is someone who not only has established a need for the resources you offer but also is able to influence purchase decisions. For these prospects, you may want to spend between £7 and £10 per person on incentives. Offer the gift with some discretion and point out that these are not for everyone, just special people you look forward to working with. By letting them know that you highly value their prospective business, the £10 you spend will surely pay you back.
MORE PROMOTIONAL TIPS
Advertising with Promotional Items >>
Building A Great Brand Through Promotional Products >>
Guide to Trade Show Promotional Items >>
Standing Out From The Crowd >>