MARKETING
Great giveaways
Trade bait
A
Are giveaways at exhibitions
worth your time, effort and,
most importantly, money?
Richard Edwards of Quatreus
investigates.
Offering cool freebies to encourage
people to provide contact details can
increase sign-ups, but ultimately provides
low-quality leads at a high cost
SECTION SPONSOR
MARKETING_TB36_TradeBait.indd 69
re giveaways at
exhibitions a great
way to build your
brand, attract
footfall and generate
new business? Or are they a
waste of time and money that
end up being ignored or simply
thrown in the bin?
The answer is some are, some
aren’t. In other words, not all
giveaways are useful.
So how can we make sure
that your giveaways and other
freebies are useful in helping to
convert business? The key is to
align giveaways with your key
objectives.
Pinning down your key
objectives should be your first
step. Then it’s time to think
about what type of giveaways
will best help you achieve them.
Here are some top tips:
OBJECTIVE 1:
GAINING AWARENESS
If you’re hoping to gain more
brand awareness from your
exhibition then your giveaways
should focus on visibility.
Frequency of impressions
is a key indicator as to how
memorable your brand will be.
As such, your giveaways need
to be designed entirely around
your brand name and logo and
be the type of item that people
would actually use, preferably
in a working environment.
Some ideas that Quatreus has
seen work well include:
• An environmentally-friendly
tote bag – Everyone else’s
giveaways go into yours;
• Branded post-it notes - They
are useful, visible by staff at
the prospect’s office, and notes
written on them will be passed
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29/08/2014 12:34