Everyone likes freebies, and so do guests of your corporate
event. Varying event goals and attendee demographics make it difficult to
decide which giveaway to opt for. A few key rules will help you create a
win-win situation for your organization and attendees.
Here are my selection criteria for event giveaways: Choose a
quality product that is relevant to the attendees, differs from the usual
corporate gift, matches the event’s message, and stands out in design.
Now, let’s analyze the selection criteria for corporate
event giveaways one by one:
Rule # 1: Quality is
Key
The quality of your giveaways
will reflect on your event, and thus on your organization. Positively, or
negatively, depending on whether or not the product withstands the test of
time. Always verify that the quality of your item is up to par. Sampling is
vital! To impress for a long time, giveaways need to last. If you cannot
dedicate necessary resources, rather opt to do without. When quality is
concerned, no impression is better than a bad impression!
Rule # 2: Be Relevant
Not having usefulness in mind may very well be the largest
mistake event managers can make, when selecting promo items. The Advertising
Specialty Institute (ASI) has in a recent study investigated reasons why people
keep promotional products. For 81%, the number one reason is the giveaway’s
usefulness. Therefore, do invest resources on analyzing demographics, and
professional backgrounds of your guests. Knowing the gender, age group, and
fields of interest is a good starting point when determining which items would
be of relevance to them. Give people something they value, and you will be
remembered for it!
Rule #3: Set Yourself
Apart
Pens, bags,
calendars, and hats … while among the most common giveaways, they are not
necessarily among the most effective. ASI’s study has revealed that some of the
most popular items generate the lowest percentage of positive impressions about
the sponsor. To get the most bang for your buck, I suggest to steer away from
the norm. Rather than selecting your giveaways from a catalog of promotional
product suppliers, check out the latest electronic gadgets on the Web, or
browse gift stores. Set yourself apart, and opt to take a different route.
Individuality and style will turn your giveaway into the talk of town!
Rule #4: Convey a
Message
Attaching your event’s message to the giveaway is key. Your
event’s purpose may be attendee education, customer appreciation, lead
generation, or creating brand awareness. You may also want to position yourself
as a longtime expert, an innovator, or opinion leader on a specific topic.
Write down the message that is to be conveyed with the event on sticky notes.
Research and determine three potential giveaways that will fit rules #1 through
#3, and print an overview of your options. Next, initiate a little field study:
Have colleagues or friends match-up your sticky notes with the images of the
potential giveaways. The winner? The item associated with most of your key
messages!
Since you have now selected the giveaway by focusing on
quality, relevancy, creativeness, and the event’s message, only the
design-decision is left to be made: How will your event and organization be
represented on the actual item?
Rule #5: Go Subtle With
Design
Marketing experts
swear by displaying the corporate logo, name, and contact information as
prominently as possible. For event giveaways, I don’t agree with this approach.
I have witnessed over and over that nobody likes ‘to be caught’ using freebies.
And ASI’s study confirmed that recipients of promotional items clearly remember
who it came from. To me, the perfect design of your giveaway will keep these
two points in mind: A slogan or inspirational tagline, and the use of corporate
colors on the items itself will help people remember you. No logo needed! And
once people remember you, they can easily find your contact information on the
Web. Opt for subtlety with design, and your giveaway will gladly be used!
*Source: Mona's Event Dos and Don'ts
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