Yet marketing directors can take measures to ensure
that certain attendees don’t exploit their goodwill—and that giveaways serve as
a meaningful source of lead nurturing.
Display only a few
items at a time. By displaying all of your mugs, pens, and doodads at
once, you’re a tempting target for someone who is shopping for office supplies.
Instead, display only a few items at a time, inviting attendees who stop by to
take one. Although fanning out all of your pens looks attractive, it invites
people to take multiple.
Keep the best items
under the booth. Your premium giveaways, such as an attractive tote bag or
travel mouse, are best kept out of site. For those attendees who stop by and
engage in a meaningful conversation, a memorable takeaway for a memorable
dialogue is a fair exchange.
Provide giveaways
that reflect your mission. I’m continually amazed how many treatment
centers tout their programs' emphasis on nutrition yet unashamedly
display a bowl of candy.
Don’t forget about
post-show mementos. Attendees’ bags are weighed down by brochures, pens,
and other tchotchkes. To stand out from the crowd, why not send a reminder of a
conversation or the venue after the show. One idea would be to send a branded item from the venue’s gift shop to highly valued leads/prospects.
It’s OK to say no.
I think it’s bad form for a vendor to take another exhibitor’s
giveaway, unless there is a potential business relationship. I wouldn’t hesitate telling another exhibitor that the items
are for attendees only—they should understand! Similarly, it’s OK to tell venue
staff that your items are for the conference attendees. After all, anything you
leave behind at the end of the show is fair game.
For assistance in choosing a marketing tchotchke, here’s a
link to a humorous infographic on the subject.
