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10 Tips to Use Giveaways Effectively
by: Susan Freidmann
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.
info@thetradeshowcoach.com
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