GIVEAWAYS - The Ultimate Tradeshow Success Series
- Chad Chesmark
- Jan 15
- 4 min read
TO HELP THEM CONVERT, GIVE ’EM A SHIRT
We have previously mentioned giveaways briefly; however, we will now examine them in greater detail. Giveaways, or promotional items, hold substantial importance in the trade show setting. Indeed, some attendees participate in these events primarily for this reason.
We will explore various giveaway strategies and how to utilize them effectively. If these giveaways are not aligning with your trade show objectives, they represent a wasted expense. Let's work on converting them into a valuable investment.
Free items are rarely without cost, nor should they be. It is astonishing to see the extent to which individuals will go for a modest reward. Having conducted magic shows on cruise ships for more than 16 years, I have observed people, week after week, engaging in remarkably embarrassing activities merely to win a keychain.
What to Give?
The importance of what you give is secondary to the way in which you present it. Let us consider a few examples. The essential principle for giveaways is to provide items that recipients will truly appreciate and utilize.
When selecting an item for distribution, ensure that it prominently features your logo and contact information. It is advantageous to choose an item that will attract the attention of others. For instance, a t-shirt serves as an excellent example. Conversely, pens tend to remain concealed in pockets.
Establishing a connection between your product and your company's identity is crucial. For lesser-known brands, merely placing your logo on a shirt is inadequate. It is essential to include your company tagline as well, ensuring that observers gain an understanding of your company's purpose.
When opting to distribute t-shirts, consider incorporating a game element where participants have the opportunity to win a prize. Communicate to them that a team member will be present on the trade show floor throughout the day, randomly awarding prizes to individuals wearing your shirt. To further enhance this strategy, consider printing your booth number on the back of the shirt to attract more visitors.
Involve All 5 Senses
While trade shows predominantly emphasize auditory and visual elements, there are strategies to engage additional senses. To incorporate the sense of touch, consider providing a uniquely textured product or setting up a massage station.
To cultivate an inviting atmosphere, you may want to establish a popcorn stand or a nut roasting station. What additional suggestions do you have for attracting people with an appealing aroma?
Taste is easy. Provide food.
When organizing giveaways, it can be advantageous to focus on items that fulfill genuine needs. While individuals may desire t-shirts, essentials such as coffee, water, and snacks are necessities.
Giveaways Are NOT Free
Remember that your giveaways come with a cost. They are strategic tools designed to increase traffic and convert it into leads. You are not functioning as a charitable entity for attendees.
An effective strategy for utilizing giveaways involves distributing them exclusively after individuals have participated in your product demonstration. Additionally, recipients may qualify for a gift by watching a brief video, subscribing to a newsletter, or simply scanning their badges.
When NOT to Use Giveaways
If your budget is not unlimited, it is prudent to refrain from offering giveaways at horizontal trade shows. These events typically attract attendees who are unlikely to be interested in or able to become clients.
Distributing high-cost t-shirts at a horizontal trade show is comparable to giving them away on a street corner. If you choose to use giveaways at such an event, make sure to qualify the lead before distribution.
Allocate your giveaways for vertical trade shows, where the probability of engaging with potential clients is higher. In these environments, you are competing for attention with other exhibitors, making it essential to differentiate yourself.
My Favorite Giveaways
My preferred promotional item is a branded magic trick. This choice is not solely due to my role as a trade show magician. I consider it ideal for several reasons. Firstly, it allows me to seamlessly incorporate it into my performance. This enables me to highlight the company's benefits while engaging the audience and creating a memorable impression.
Subsequently, I distribute them to the audience. The sole method for them to uncover the secret, which is highly appreciated, is by scanning their badges. This approach is highly effective. They receive something valuable, which empowers them to impress their colleagues, families, and friends.
Throughout the years, I have employed various magic giveaways. One of my preferred techniques involves a simple card trick. I ask the participant to choose a queen, which is then positioned between two aces. When they attempt to draw the card they assume to be the queen, it reveals itself as a card displaying the company's logo and contact information.
Upon discovering the secret, every individual they demonstrate this to will choose your company. This is not something they will discard; it will stay in their wallet and be shared with others for years. This is what you would term free advertising.
Commentaires