Free stuff? Samples? It’s no secret that giveaways are one of the most lucrative marketing tools you can deploy at your business expo, event or trade show. Not only will you attract a crowd (who doesn’t love a freebie?) but you will also capture the attention of your customers in the short and long term.
However, it’s not just a case of giving away samples and hoping for the best. The key to selecting the right giveaway for your next event lies in choosing items that connect with your audience and support your overall marketing strategy. Certain items will make more impressions than others—and useful products will be kept for much longer versus ones that have no relevance to your audience.
As leading exhibition stand designers Skyline Whitespace explain, there are four golden rules you should follow to ensure you make the most of your giveaways:
1. Size does matter
When it’s time to choose your giveaways, put yourself in your customers’ shoes. While something big and bold will attract a lot of attention, something small and useful will be much more valuable to you and your audience.
By choosing an item that’s easily portable, you can ensure that the product will not be discarded, and can be easily used. Give away a mobile accessory like a trendy PopSocket or a smartphone wallet that potential customers can put straight on their phone.
Giant inflatable animals or large promotional books may get left behind when people get tired of carrying them around. Plus, smaller promotional giveaways are much easier for you and your staff to transport, too—a godsend if you’re doing multiple shows in one week.
2. Keep up…avoid looking dated
Are pens and key rings that inspirational? Do they reflect your exciting business? Probably not—so give away something useful but interesting, and different from everyone else. Travel mugs, reusable water bottles, solar phone chargers and branded lip balms will attract attention and work to promote your brand. These types of products have longevity, too—and every time your customers use them, they will be reminded of your business.
Who said giveaways have to be physical? Offering a digital download, such as a movie, e-book or album, will capture their attention, while assuring that it won’t be lost.
3. Be relevant, not random
It goes without saying, your giveaways must be intriguing—either unique or incredibly useful to help you connect more strongly with potential leads. However, the more relevant your product is to your business, the better. By keeping your giveaways relevant to your company, your branding will become more efficient, and you can potentially give your clients the opportunity to sample your product before they invest.
An example? If you’re a catering company, hand out small, delicious samples of your food in branded containers, rather than just finger foods that anyone can scoff without thinking. If you print books, give out branded bookmarks that customers will see every time they read. By keeping giveaways relevant to your business, you will be able to promote your brand on both a conscious and subconscious level.
4. Stay unique!
Everyone loves free food and drinks at a trade show and you will attract hungry attention. Unusual snacks and treats, such as frozen yogurt, smoothies or popcorn, always attract visitors and create excitement around your brand.
Food and drink samples also encourage longer conversations. While customers are at your stand, enjoying a delicious treat, it gives your sales team more time to talk through your other products and services. Finally, if you can, package your food or drink in a way that will allow you to have your logo and contact details on them.
Give giveaways the attention they deserve
Giveaways are no longer just a cheap ploy to attract attention at your expo. When done properly, they are a great way to market your business and ensure you attract more customers longer after your event. Stay unique, be sensible with your freebies and you might find you have a powerful marketing tool to add to your exhibition arsenal.
