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10 Tips To Use Giveaways Effectively
Walk around any trade 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 favourable 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 your stand. 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 pre-qualify 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 stand in exchange
for a special gift. When the cards are presented, the 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 stand? 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 key
chains. Make your premium work for you and it will be money well invested.
Written by Susan A.
Friedmann,CSP, The Tradeshow Coach, 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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