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Office managers and marketing managers choosing “give aways” for trade shows, user groups and other networking events often turn to product catalogs that come in the mail.
They look at 20 different kinds of pens, scores of desk accessories, bags, t-shirts and other tchotchkes, and just pick what looks best.
But that’s a big mistake, says Evan Milton, of Corporate Impressions.
Rather than flipping through a catalog, marketing managers should take a step back and think about their target audience and what might be meaningful to them.
Who Are You Trying to Reach?
“First, you need to look at the big picture, and then work from outside in,” Milton says. “Ask yourself 'What do you want people to do with the product’ or ‘What do you want them to do at your event.’ And you need to be very specific.”
Keep in mind that most people receiving the “gift” aren’t going to immediately need your services, but they will later.
Think about where they will be when they actually need your services: will they be at a desk? In a garage? On the shop floor?
“When they are at that place, think about what your prospect absolutely needs,” Milton says. “Think about how you can help them get their job done.” And think about where you’d like your marketing message to be when they really need your services.
A Product Should Match Your Prospect
That’s why refrigerator magnets are so effective for plumbers, and why you see so many companies giving away pens with their names, websites and logos on them.
The item does need to match the type of person you are trying to reach, Milton says. For instance, you should not send out cheap 29 cent pens to CEOs.
That doesn’t mean you have to blow your budget if you are trying to reach a luxury market; it just means you need to think carefully about the product. And how you send it, Milton says.
Packaging Counts Too
Most small businesses don’t put much thought into how they are going to give their marketing product away and what overall message they want to convey, Milton says. Many just hand their product out or stuff it into an envelope without taking any care to package their product correctly.
Do you want to honor the person at an event? Hand the product out personally. Do you want to make a great first impression? Wrap the product in a box with a fancy bow, Milton says.
“When people get something that’s wrapped and they have to open it, it creates that 'Ooo' feeling.”
Biggest Mistake? Not Giving Freely
One of the biggest mistakes small businesses make when they purchase their first marketing products is actually parting with their purchase, Milton says.
“When I ask small businesses how it went, they often tell me they didn’t get very much business,” she says. “Then I usually find out that they aren’t even giving their product out. They feel like they spent a lot of money and they don’t want to give it away.”
“They feel the pain of paying for the product, not the glory of the marketing message that lives long after the marketing product has left your premises,” Milton says.
Remember, one product doesn’t fit all, and your target prospects aren’t all the same. Each service or product you have should be different.
For example, Milton gives a yellow legal pad out to a group of human resources managers attending a legal seminar. She gives out a nail file stamped with her information to a targeted selection of women decision-makers.
How much thought have you put behind your marketing give away? What was the best give away you've ever given or gotten?
Photos: Evan Milton, nail files courtesy of Evan Milton
Photo of pens: M. Sharon Baker
This is some great advice. I've been to trade shows giving out free things and many times it's things people don't want. Free stuff and people still won't take it. You really need to make sure people will want the freebies.
Sharon, Thank you (and Evan) for this thoughtful, spot-on post. When we had Cat's Eye Group, our marketing business, we used to think long and hard about those trade show give-aways. I love your line: "Think about where they will be when they actually need your services: will they be at a desk? In a garage? On the shop floor."
So important. One of the best products we ever came up with was a notepad with our logo small, in the corner, our contact information at the bottom and plenty of space to write. Our market was small biz owners and corporate executives and we wanted to give them something useful. The note pads had something like 250 pages in them and often we heard from people that they lasted a good 6 months. That's a lot of time for your name and brand to be in front of someone! And we got calls from people who would say," I was writing on my Cat's Eye note pad and it reminded me that I need some new website copy, so I called you!"
Pretty sweet, huh?
Brandon & Judy; Thank YOU for validating the guidance I give to my clients.
Judy, Yes, pretty sweet!....That was the perfect product for you to use. Each page is its own little billboard. And I just love it when one employee writes a note on a page and passes it along to another employee....or client. S-W-E-E-T is right!
Brandon, I'd be interested to hear what people didn't like. I know there is a lot of junk given out, and as I learned from Evan, there is a science to choosing the right product to get your marketing message heard.
Hi Judy!
Yes - very Sweet! A mini-billboard that lasted more than 6 months in front of your target market. Happy to hear that you enjoyed great success. Have you used any product lately for repeat success?
Thanks for the kudos but I can't take credit for "thinking about where your client might be when using a product" - that's all Evan's great knowledge.
I love that she also offers "consulting services" to share what's trending and working in the corporate impression business.
Here's a funny one - one company was giving away mini Magic 8 Balls with their company logo. The joke around the water cooler was that that was how the company made its business decisions. Not so funny for the company, but people had a good laugh at their expense.
Yes, yes, and yes. I couldn't agree more. Too many companies I've encountered give things that just don't work with the message they're trying to send - or it's too easy to just throw the item away and not think about it. Tailoring the product to what your message is is one of the best ways to cement a name in a customer's mind!