What is the Right Giveaway?

Many of us have experienced the situation where, with just a month remaining before the event, we are urgently searching for a suitable giveaway. Typically, the primary considerations for selecting these items are to keep costs low and prominently display a large logo.

I propose implementing an improved system for selecting giveaways that are both memorable and effective, with the goal of enhancing business acquisition. Below are some of the most successful giveaway ideas I have identified over the years:

Big Prize Raffle vs Small Prizes for All

Which strategy is more effective: raffling an expensive iPad or two at the end of the day, or distributing a $6 stuffed animal to everyone? Based on my experience, offering a $6 stuffed animal attracts more attendees to your booth, encouraging them to provide their contact information to participate in a game for a chance to win the prize.

Why? Because there are two psychological principles in effect here:

1. People seek immediate gratification. Research indicates that the majority prefer receiving $80 immediately over waiting a month for $100. This principle applies here as well. Most individuals prefer to accept whatever is available now rather than wait for a potentially larger reward at the conclusion of the event or show.

2. People desire certainty. Many of us tend to avoid risk, opting for the safer choice. Offering a large prize in a raffle can raise concerns regarding the raffle's integrity (Won’t your largest account win the prize anyway?), the likelihood of winning (It’s only a one in a thousand chance!), the timing of the raffle (I’m not even sure I’ll still be at the show when it happens.), and other similar issues.
   

In conclusion, I consistently opt for small prizes for everyone, provided the budget and logistics permit.

Cool or Useful but Never Boring

Remarkably, most booths still offer items such as mints, pens, coffee mugs, or memo pads. These giveaways frequently end up discarded in the nearest trash bin, if they are collected at all.

I have found that choosing a giveaway that fits into at least one, and preferably both, of these categories greatly enhances the chances of it being accepted, retained, and utilized over a long duration.

1. Cool – items that delight your visitors. This category may encompass a variety of children’s toys, remote control cars or helicopters, USB drives designed like tractors, rubber ducks, superheroes, cars, kites, and stuffed animals.

2. Useful – items that serve a purpose. This category may include flashlights, USB hubs, and other computer accessories. Stylish t-shirts (without your logo prominently displayed) for adults or children are also well-received.
   

Based on my experience, selecting gifts that appeal to children often proves to be an excellent choice. Many adult guests have children, nephews, nieces, or grandchildren, and they may have planned to buy gifts for them at the airport on their return trip. By providing such gifts, you can effectively meet this need and become their hero for the day.

To Brand or Not to Brand

Branding your giveaways with your company logo can be effective if executed tastefully and economically; however, I would not prioritize extensive efforts in this area. Instead, I recommend investing in a large, star-shaped, fluorescent sticker with the message, “WIN ME AT BOOTH 243.” This can be placed on the packaging of your giveaways, serving as free advertising during the event. It is not necessary to focus on printing a small logo on a stuffed animal’s t-shirt, as this will not influence purchasing decisions. By offering an attractive prize, you will successfully collect contact information from visitors.

Giveaway Visibility

You have dedicated considerable effort to selecting the ideal giveaway, allocating the necessary budget, and making the corresponding investment. So why do many businesses choose to conceal their giveaways behind counters, offering them discreetly to only a select few visitors? If you have chosen an attractive giveaway to encourage visitors to share their contact information, why would you keep them hidden? A common explanation I encounter is, “Because if I left them out in the open, they would be stolen!”

The reason is that they were not displayed effectively. Here are some recommendations for presenting your giveaways in an appealing manner that will capture visitors' attention from afar while ensuring their safety:

1. Showcase enlarged images of your giveaways on the signage of your booth.

2. Hang a selection of sample giveaways from the ceiling or position them prominently above the booth.

3. Place sample giveaways on an elevated shelf that is out of reach. Secure the remaining prizes under a locked counter, retrieving them as necessary.

4. Store giveaways in transparent Plexiglas containers with the opening facing you.
   

Ensure that your giveaways are prominently displayed and effectively attract people to your booth who are interested in receiving them and are ready to provide their contact information in exchange.

Bad Giveaways

Having participated in numerous tradeshows, I have encountered several ineffective giveaways that proved challenging to distribute. Below are the ones I have found to be unsuccessful, and I advise avoiding them:

1. Giveaways that are too large to easily carry.

2. Giveaways that are too heavy to easily carry.

3. Giveaways that contain liquids, making them unsuitable for air travel (such as wine bottles).

4. Giveaways whose use or purpose is not immediately apparent without close inspection.

Take Away Tips

Tip #1 – Small, sure-win giveaways usually work better than raffling a single large one.

Tip #2 – Make sure your giveaways are cool, useful, or both, but never boring.

Tip #3 – Brand your giveaways if you can but do not sweat it – their real purpose is to get the leads’ contact details.

Tip #4 – To attract visitors, make sure your giveaways are clearly visible at the booth.

Tip #5 – Make sure your giveaways are neither too big nor too heavy and that they do not contain liquids.