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10 Tips to Use Giveaways Effectively


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.

About The Author

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.

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. May / 21 / 2022

New legislation aimed at online advertising exchanges will hit most of big tech - including Apple - AppleInsider
  1. New legislation aimed at online advertising exchanges will hit most of big tech - including Apple  AppleInsider
  2. US senators target Big Tech's digital advertising machine with new legislation  CNN
  3. Google antitrust: Bipartisan Congress bill just latest in tech firm legal troubles over advertising practices  Fox Business
  4. Lee Introduces Digital Advertising Act  United States Senator Mike Lee
  5. New bipartisan bill would force Google to break up its ad business  CNBC
  6. View Full Coverage on Google News

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2 Top Advertising Tech Stocks to Buy Right Now  The Motley Fool

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FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media  Federal Trade Commission News

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AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising  Adweek

Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising - Business Wire
Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising  Business Wire

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What if Elon Musk ditches Twitter advertising?  Smartbrief

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What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list  Endpoints News

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Wendy’s, McDonald’s sued over burger size, accused of false advertising  KOKI FOX 23 TULSA

FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States - Mondaq
FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States  Mondaq

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Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

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2022 Advertising Upfronts: Four Fast Takeaways  Forbes

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Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media  Seattle Medium

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How Intent Data Shapes High-Converting Paid Advertising Strategies  MarTech Series

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Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

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South Dakota Department of Tourism Announces Partnerships with Advertising Agencies  South Dakota State News Home

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6 Free Advertising Ideas for Your Small Business  The Motley Fool

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What Programmatic Advertising Can Do for Businesses in 2022  ReadWrite

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Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

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ADVERTISING: Advertorial — Crystals for prosperity  Coeur d'Alene Press

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Creating Discord: Decentralized Advertising On Gamers' Favorite Channel  The Drum

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What’s going on with Dislyte’s advertising?  App Trigger

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Saatchi advertising agency agrees €366m takeover deal by larger rival  The Irish Times

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Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream  MarTech Series

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Amazon Advertising Strategies for 2022 & Beyond  Jungle Scout

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In-game advertising experts question Microsoft and Sony's gaming advertising plans  Digiday

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Social Media Advertising for Furniture Manufacturers  Furniture Today

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How new EU rules could create a safer and more trustworthy online advertising ecosystem  AdAge.com

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CDLLife Summit: Improve your branding and advertising — Taking the Hire Road  FreightWaves

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Five on Friday: Advertising, Engaging and Gifting  Subscription Insider

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Bumble User Resists Dismissal in Freemium Feature False Advertising Suit  Law Street Media

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The Advertisers With Strong Affinity On Netflix, Disney+ & HBO Max Programs  Forbes

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United States Recovers Over $15 Million from Swiss Bank Accounts as Proceeds of Global Digital Advertising Fraud Scheme  Department of Justice

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Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills  Digiday

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Why advertising won the streaming wars  Fast Company

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Advertising: A Slow-Fast Evolution  Forbes

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Google Topics Resembles Contextual Advertising  Practical Ecommerce

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Questions about digital advertising? – The Florida Bar  The Florida Bar

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What are the rules around truth in political advertising in a federal election?  ABC News

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PPC Advertising Ultimate Guide  Forbes

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Glows Ads launches new advanced Digital Outdoor Advertising Service at affordable rates - Benzinga  Benzinga

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