Your booth has been designed and is in the production stage, you’ve selected the team you’ll bring to staff the booth – but what about your giveaways? Ed Jones of Constellation Corp explains information about planning gifts and prizes for your booth visitors. 

Often times, promotional items are an afterthought rather than a fully integrated component of the campaign. Companies then purchase items simply for the sake of having something to give. Ed Jones cleverly calls these items GAC – or giveaway crap. These items attract trick-or-treaters, rather than the target audience you’re aiming to reach.

Jones outlines two priorities in selecting your promotional item(s): brand recognition and campaign integration. Prospective leads ought to recognize your logo, imagery or slogan by the time they leave the show. Consistent visual or audio experience can help to reiterate this. For example, a tote bag they can carry around at the show will increase your exposure, while providing them with an item that is useful for the visitor.

This type of brand enforcement is tactful, and can create a large impact with a small budget. When planning your giveaway, try to align it with a new product or promotion that you’re running. A few of our favorite examples are webcam covers from a computer security company, or a branded toolkit from a real estate company. These small, thoughtful items will help remind the visitor of your brand each time they open their computer or reach into their toolbox.
In all, it is important to thoroughly think through your promotional strategy. Giveaways can become costly very quickly, and it is important to make sure they align with your experiential marketing campaign or new product promotions. For additional help with your giveaway strategy, click here!

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Madeline Ericson

As a Marketing Campaign Manager at Gateway, Madeline ensures that clients see results from their trade show programs. She is an expert in digital campaign strategy and measurement, but enjoys the creative aspect of working in the trade show industry.

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