No one gives away shark stress relievers at tradeshows, right?
After recently reading an article of tradeshow giveaways and the mistakes associated with purchasing the gifts, it made us reevaluate what we purchase. The author focused on the lifetime of the chachka gifts, making exhibitors rethink the dollar amount associated with each item too. In our blog post last December, we named the Top 10 Tradeshow Items of 2010 and also a list of facts that surprised us such as 41% viewed a brand or organization more favorably after receiving an item from them.
But, how do you choose the right tradeshow giveaway?
- Items that are associated with the brand or make sense – The customer shouldn’t have to think deeply about why you gave them a particular chachka. For instance, NCC had an advertising campaign featuring an apple and a shark. We gave away stress relievers in the form of apples and sharks. It was a hard tie for clients to understand the apple and shark, if they hadn’t seen the ads. However, for GEICO the gecko, caveman, Mike McGlone and a small stack money work for them. Perhaps, the shark made us memorable but often it leads to our 3rd point.
- Make your “elevator” speech coordinate with the item – This isn’t a standard rule, but a tip recently given by a professional speaking coach. It’s a plus if the item can be part of your elevator pitch, thus making you and your organization more memorable to individuals and potentially prospective clients.
- Give an item with a long lifetime with functionality - It can be difficult to predict if an item has a long lifetime, especially as it can vary. One of our favorite VIP giveaways is a 20 year planner. Granted the planner is used for site tours and not at tradeshows, the item certainly has a long lifetime as well as functionality for any individual. If you don’t see an item having a long lifetime or functionality, then it may not be the best purchase. Think of giveaways as dollar bills.
When giving away tradeshow items, think about whether it makes sense for your audience to receive it. You don’t want to leave your clients trying to connect the dots and perplexed by an item, however, you do want them to be intrigued and excited about it. Make the item a conversational piece. Lastly, ask yourself “Would I use this item? How long would I keep this and is it usable?”
What’s the most bizarre tradeshow giveaway you’ve received? What do you forsee as the top tradeshow items for 2012? Are there any chachka items that gained popularity in 2011?
Find out what we predicted as the Top Tradeshow Giveaways of 2011 – were we correct?