How many nail clippers does an attendee really need?

At a recent conference a marketing director of a drug testing company watched in dismay as an attendee grabbed a handful of her complimentary nail clippers without asking to speak with her or taking any literature. She politely requested the attendee take only one, and later wondered how many nail clippers someone can possibly need. Unfortunately, such attendees are all too common at any conference, and avoiding them is impossible.

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.