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Musings on Marketing It's Always Something... June 2007
10 ways to Master the Tradeshow Giveaway Game (part 2) 
Last month, we outlined 5 strategies to improve the effectiveness of your tradeshow giveaways. This month, as promised, we will finish out the list with 5 additional ways to make your next tradeshow a success. If you missed the first 5, visit our newsletter archive.
6. Establish Qualifiers: What must visitors do to qualify for a giveaway item? There are several ways to use your trade show giveaway effectively:
- as a reward for visitors participating in a demonstration, presentation, or contest
- as a token of your appreciation when visitors have given you qualifying information about their specific needs
- as a thank you for stopping at the booth
7. Use the Pre-qualifying Secret: Trade show giveaways can be used to pre-qualify your prospects. One company uses playing cards. Prior to the show, they send "kings" to their key customers, "queens" to suppliers, "jacks" to new or hot prospects. They request that the cards are brought to the booth in exchange for a special gift. When the cards are presented, the booth staff already know certain information about the visitor. They can then act on their previous knowledge and use time with the visitor more productively.
8. Have a Sales Incentive: Will your trade show giveaway directly help future sales? Hand out a discount coupon or a gift certificate requiring future contact with your company for redemption. Consider premiums that will help generate frequent visits to customers and prospects, such as calling you for free refills.
9. Inform Your Target Audience: Novel trade show giveaways can actively help to draw prospects to your booth. Make sure your prospects know about it. Send a tickler invitation with details of the giveaway, or create a two-piece premium, sending one part out to key prospects prior to the show and telling them to collect the other half at your booth.
10. Have a Tracking Mechanism: Establish a tracking mechanism to measure the success of your trade show giveaways. If it is a redemption item, code it so that you know it resulted from the show. Post- show follow-up could include a question about the premium - did visitors remember receiving it and how useful was the item. After the trade show, critique your giveaways with your exhibit team:
- Did it draw specific prospects to the booth?
- Was it eye-catching enough to persuade passers by to stop?
- Did your customers find it useful?
- Did it project the right corporate image?
There are plenty of exciting trade show giveaways for you to choose from to avoid the usual pens, pencils, and key chains. Make your premium work for you by applying the 10 ways to master your trade show giveaways and experince show success...it will be money well invested.
Source: Susan Friedmann. About.com
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"The great art of giving consists in this: the gift should cost very little and yet be greatly coveted, so that it may be the more highly appreciated". - Baltasar Gracian Spanish Philosopher and Writer
Wall Drug in Wall, South Dakota has become a must stop for many travelers. But when Ted and Dorothy Hustead bought the drugstore in 1931, nothing could have been further from the truth. Wall was feeling the effects of the depression. The town was poor, and business was slow.
On a hot day in July of 1936, Dorothy had an idea that would change everything.While lying down to take a nap, she heard the cars rolling by on Route 16A. Suddenly, it dawned on her that the people in those cars were probably just as hot and thirsty as she felt, and a free glass of ice water might lure them off the highway and into the store.
Ted and a helper made signs to advertise free ice water and posted them on the highway. The results were impressive...and immediate. The first day the signs were up, the Husteads gave away gallons of water...and sold nearly as much ice cream and other merchandise. Today, up to 20,000 people stop at Wall Drug each day. And all are offered a free glass of water.
In an article republished on the Wall Drug website, Ted Hustead wrote. "Free ice water...taught me my greatest lesson...No matter where you live, you can succeed, because wherever you are, you can reach out to other people with something that they need."
Take a look at your company's marketing efforts. What are you doing to reach out and meet your customers' needs?
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