It was from a trade show where a golf cart manufacturer was distributing cookies with pictures of his product on it.
Naturally, I took one. Examining it under a microscope, I found no identification, no product name, branding, URL, or phone number.
Pretty dumb, huh?
Without a URL, hashtag, or QR code, that sales tool was of extremely limited value. There may have been a web site landing page for me to visit to place an order…but I’ll never know if such a device even existed.
Ad specialties (AKA premiums) can be an inexpensive, easy, and effective way to stay visible before potential customers you’re targeting. If it speaks to your audience, that giveaway may be the one item that your customer keeps.
Yet despite playing such an important role in any company’s visibility efforts, premiums oftentimes remain an afterthought. They’re supposed to grab attention; but what if the competition’s giving away the exact same thing that you’re handing out?
So much for standing out of the crowd.
Seemingly everyone at a given trade show distributes the same koozies, pens, mugs, and candy. These items are inexpensive, easy to order, and ignore the question “How many koozies/pens/etc. does my customer need?”
Roughly 1,500 people attended this particular trade show, and the cookies cost $3 apiece. Meaning this manufacturer’s unwillingness to focus on his branding needlessly wasted $4,500 of his marketing budget.
Distributing premiums to prospective customers can generate considerable interest when done properly. Like the brochure, business card, and sales representative, they have an important role to play. Which is why you should invest as much attention to designing your giveaways as you do to your entire trade show marketing strategy.
Furthermore, whatever you decide to give away must:
- Relate to the needs of the audience
- Tie in to the message of the company and the product being marketed
- Have identifying information on it so that customers can find you later and buy from you
Developed properly, your premium can end up on the customer’s desk and help sell your message long after the show’s over.
But if you’re not willing to invest in doing your premium the right way, why bother doing it at all?
With that said, I wish you a week of profitable marketing.
Make your sales sweeter at www.marketbuilding.com.