GIVEAWAYS - The Ultimate Tradeshow Success Series

TO HELP THEM CONVERT, GIVE ’EM A SHIRT

We have already talked a bit about giveaways, but now we are going to dive in a little deeper. Giveaways, or freebies, are a huge part of the trade show scene. In fact, some attendees only attend shows for this reason.

We are going to go over a few giveaway ideas and how you can use them to your advantage. If they are not helping you achieve your trade show goals, then they are simply a wasted expense. Let’s turn them into an investment, shall we?

Freebies are not really free, or at least they should not be. You would be surprised at how much people will do to win a simple prize. I have performed magic shows on cruise ships for 16 plus years, and have seen people, week after week, do extraordinarily embarrassing things just to win a key chain.

What to Give?

What you give is not quite as important as how you give it but let us look at some examples. The main idea for giveaways is to give something that they will actually want to have, and that they will actually use.

Whatever you choose to hand out, you will want to put your logo and contact information on it. It is also helpful to choose an item that other people will see as well. A perfect example of this is a t-shirt. Pens, on the other hand, usually get shoved in one’s pocket where they are hidden from the world.

You’ll want to try and tie your item into what your company is about. Unless you are a popular name-brand company, simply putting your logo on the front of a shirt is not enough. Be sure to also include your company tag line on the shirt. That way, when people see it, they will know what your company does.

If you do happen to give away t-shirts, you might want to turn it into a game where they can win a prize. Tell them that one of your staff will be wandering the trade show floor throughout the day, and that they will randomly give prizes away to people wearing your shirt. If you want to take this a step further, you might consider printing your booth number on the back of the shirt to attract more traffic.

Involve All 5 Senses

While most of what goes on a trade show is audial and visual, there are ways to involve the other senses. For touch, you could have a unique feeling product or perhaps a massage station.

For scent, you might consider having a popcorn stand or nut roasting station. What else can you think of, that would create a pleasant aroma that would attract people in your direction?

Taste is easy. Provide food.

When considering your giveaways, you might want to focus on things that people actually need. People want t-shirts, but they need things like coffee, water and snacks.

Giveaways Are NOT Free

Stay in the mindset that your giveaways are not free. They are a tool that you are using to generate more traffic and convert them into leads. You are not a charity store for the attendees.

An easy way to use giveaways as a productive tool is to not give them out until people listen to your product demonstration. They could also receive a gift for watching a short video, signing up for a newsletter or for simply scanning their badges.

When NOT to Use Giveaways

Unless you have an unlimited budget, you do not want to use giveaways at horizontal trade show. Horizontal trade shows are filled with attendees who will have no interest, or means, of becoming a client.

Giving away expensive t-shirts, for example, at a horizontal trade show, is no different from standing on a street corner and handing them out. If you do wish to use giveaways at a horizontal show, make sure to qualify the lead before handing them out.

Save your giveaways for vertical trade shows where your chances of interacting with a potential client are much greater. This is where you’re competing with the other exhibitors for attention, and you need to stand out.

My Favorite Giveaways

My favorite giveaway is a branded magic trick. No, it is not only because I am a trade show magician. There are actually several reasons why this is perfect in my mind. First, it is an item that I can incorporate into my performance. I use it to exemplify the company’s benefits, and it amazes the audience, which in turn creates a lasting memory.

Then I hand them out to the audience, but the only way for them to learn the secret, and people love secrets, is to scan their badges. It works like a charm. And they are getting something of value. It is something that will allow them to impress their coworkers, families and friends.

I have used several of these magic giveaways over the years. One of my favorites is a simple card trick. I ask them to choose a queen, which is sandwiched between two aces. When they pull out the card that they think is the queen, it’s actually a card with the company’s logo & contact info.

Once they learn the secret, every person they perform this for, will also choose your company. This is not something that they’ll throw away. It will live in their wallet and they’ll show it to everyone for years to come. Talk about free advertising!

Chesmark, Chad. The Ultimate Trade Show Success Guide: How to Guarantee Maximum ROI From Your Exhibit . UNKNOWN. Kindle Edition.