Don't Overlook the Value of the Giveaway

By Daniel J. Brennan, media director and senior PR director for Schubert Communications, Inc.

As seen in the November 2007 issue of ADvantages

Trade shows provide an ideal outlet for new product launches. While some senior executives and marketers are calling for the end of the practice, evidence suggests that trade show influence is rising for the first time since 9/11. According to BtoB Magazine, trade show advertising accounted for 36 percent of all business-to-business advertising in 2006.

The reason is relatively simple: Trade shows bring a company’s core audience to a single location for multiple days, making it easier to connect. The downside is that competitors — and everyone else at the show — enjoy the same access. If marketers want to be successful, they must rise above the clutter.

One way to do that is by utilizing clever and relevant product giveaways that can drive traffic to a company’s trade show booth. There are multiple ways to sustain that traffic — advertising, public relations, even securing an oversized, prime booth location will help. However, an often-overlooked element of a trade show is the giveaway item. Walk any industry show and offers of free pens, canvas bags, T-shirts, candy and coffee mugs are everywhere. But stop and think, how does that product help the marketer?

Many show attendees will hunt out such freebies, even competing with colleagues, while paying little attention to the company, its message or its products. After all, nothing beats a return trip home with a bag full of toys for the kids. But important considerations must be made when selecting a product giveaway:

Ensure the giveaway is relevant to both the user and the company. Sure, canvas carry bags are helpful at shows, but if you manufacture an industrial component, what’s the connection to the bag?

Be different. Be different from year to year, and be different from others at the show. People remember the flying disk and stress relief ball from last year. Try something new next year.

Practicality is key. A number of years ago, an exhibitor at a show in the plastics industry created a huge buzz with an oversized giveaway. Attendees lined up to get one. At the close of the show, the local news outlets featured many of those same items stacked up at the airport. Travelers were unable to carry them on the airplanes.

Promote the giveaway. In pre-show publicity activities (direct mail, direct e-mail, Web site, print advertising or public relations activities), mention the giveaway item. This is particularly important if a free item is available with a chance to win an even bigger item.

Tie the giveaway to a specific conversion action. Don’t just leave a bowl of pens on the tabletop and rely on it as a conversation starter. That worked in the past, but no more. Instead, offer a free memory stick with logo, but require all recipients to register for the company’s e-newsletter. In addition, include some pertinent company information on the memory stick.

Rarely are tradeshows the place where products are bought and sold. Yes, it happens, but generally the purpose is to make connections. Building the database is part of that process. Giving away something of value establishes a connection with the booth visitor, igniting what could be a long-term relationship.

About the Author: Daniel J. Brennan is the media director for Schubert Communications (Downingtown, Pa.), a Top 50 business-to-business marketing communications agency for the past six years as named by BtoB Magazine. He can be reached at dbrennan@schubert.com.

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