T&S PARTNERS PR GROUP

The Trade Show giveaway is an important part of PR Branding. The right giveaway can create on-the-floor-buzz that sends droves of prospects to your booth. It leaves a lasting impression and speaks volumes about your Brand.

But making that selection requires much more than just ordering pens and mugs. It takes thought and a sound analysis which complements your overall strategy. We believe that it’s such an important part of the attendee Trade Show experience, that we contacted an expert to help you create the right Trade Show Giveaway Strategy. Chris Piel, owner of Absolute Promotions Inc., a New York global branding company, shared her thoughts with Trade Show Tactics in the following Q&A:

TST: When you cruise trade shows, what do giveaways say about a company to you personally–and as a professional?

Chris: When I cruise trade show floors, giveaways speak to me about the company’s corporate culture. I don’t think that it’s a coincidence that the cool giveaway companies also have the booth manned by a knowledgeable staff. They are not people dodging my eyes, talking on their cell phones, chomping gum or eating a sandwich. They are dressed to represent their brand, they are sincerely happy to talk with me, the giveaway ties into their overall message and I am drawn in. It all comes together to represent quality for me.

TST: What factors should be considered in choosing the right promotional gift?

Chris: When I’m helping our clients choose their trade show giveaway item I always ask these questions:

1. Who are we trying to turn on? Are they technology companies? Financial companies? Consumers?
2. Where do you want to land? On the recipient’s desk? In their car? In their home? In their briefcase? In their traveling life? Or in their kid’s toy box?
3. What is your message? New product? New logo? Getting name out?
4. Trade show booth vs. Return office: Are we trying to get them into the booth? Are we rewarding them for visiting following a mailer? Are we trying to build trade show floor buzz? Do we want it to be used daily when they return and/or cause follow-up action?

Then we go into the creative process.

TST: Is cost always a factor in making the right choice?

Chris: Sure, cost is always a factor. But if you apply all the above thoughts when planning, then it doesn’t have to cost a lot of money. It’s all about ideas. We can create a custom logo trade show giveaway that ties into your message and has people remember your brand positively. Creativity can do far more for your Brand to shine, than just throwing money at any corporate branding item.

TST: What are the PR consequences of the wrong choice?

Chris It’s your brand. It is your company’s reputation. I believe it’s a lot smarter to get a few lesser quality branded giveaway pieces that are well thought out, than to just spend your money on some random customized items to have tchochkes “for the show”.

TST: The right choice can expect to deliver what PR Brand pluses?

Chris: The goal is to create a trade show giveaway that brings people positive feelings toward your brand. Depending on the corporate message, we aim for a smile, or a “Cool idea” response, for the item to be so clever they want to show it to other people. We aim to Spread your brand. Trade shows are a big investment for companies–planning, travel, manpower, display expenses, exhibiting fees, and giveaways that have the “Wow factor”. The giveaway should be included in the planning right along with booth design. It’s the go home piece that keeps speaking for your Brand.

As the owner of Absolute Promotions Inc., Chris Piel works with global, national and regional companies that span the spectrum—from high tech giants to startups and from nonprofits to corporations. A speaker and consultant on marketing, branding and buzz marketing, Chris works closely with companies to determine how best to get their Brand known.

Let us know about those memorable giveaways that you’ve kept long after the show.

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