Giveaways—a show staple for ages, from branded pens and tote bags to stress balls and USB drives—have been pushed around in the crowded aisles of trade shows and business exhibitions for years. Unfortunately, prizes tend not to hold meaning today, and any meaningful brand messaging is diluted by things being hyper-personalized and highly experiential. We’ve all waded through the clutter of exhibitors, realizing now that authenticity and genuine engagement trump memory from impressions of a logo. Whether in a fresh, new booth or a used trade show booth, the trend toward giveaways has shifted toward meaningful, well-thought-out, and brand-related swag that tells a story, invokes feelings, and leaves them thinking long after the event is over.
As we move forward from trade shows to curating brand experiences, the giveaways that are dispatched need to be appropriate extensions of a brand’s identity, establishing a connection between the physical action of the show and the emotional outcome of the engagement. Rather than being the booth attendees who collected the most logos, the goal is to be the booth attendees who remember the most.
Five Strategies to Make Trade Show Giveaways Meaningful and Memorable
- Design Around Story, Not Just Stuff
Traditional giveaways often focus on volume and low cost over relevance or purpose. Memorable brands include selected custom trade show exhibits and swag in a larger integrated storyline. Everything offered must adhere to the brand’s values or the brand story. For example, a wellness brand could give away sustainable self-care kits that mirrored its brand values, while a tech brand could give away cards that enabled augmented reality and allowed the booth experience to live on in the digital world. When an item is created as a chapter to a story by the brand, those items last a long time.
- Make it Functional, Not Disposable
Function equals longevity. If you give away something useful that will have value in people’s lives and as part of their everyday experience or workplace, your brand will go far beyond the event. Portable device chargers, collapsible water bottles, or minimal notebooks show the recipient that you are thoughtful, and when they use it, it’ll remind them of your brand. Low-cost giveaways with no effort and application easily lose their recall in the future; so, give something inexpensive but valuable.
- Incorporate Personalization or Interaction
Personalization has the added benefit of increasing perceived value and emotional response. Interactive experiences are memorable, like onsite engraving, customized print designs, or gifts that feature a QR code that can link to a personalized digital experience. Personal gifts also add a sense of exclusivity and thoughtfulness. Concerns about a promotional giveaway being a traditional item are thrown out the window and replaced by a unique memory. The events and exchanges that make an impact, in the end, are what make others remember, discuss, share, and promote their experience—an experience where they feel seen and not just sold to!
- Think Sustainable and Ethical
Consumers are increasingly aware of the environmental impact of their purchases. Eco-conscious giveaways are more relevant than ever for an audience that is more focused on sustainability. Word-of-mouth and improving brand values with items that are made from recycled materials or biodegradable packaging or contribute to a cause (e.g., every giveaway contributes to planting a tree) show consumers that brands are aware of their changing expectations. Thoughtful items like these may turn an exhibitor into a point of discussion, setting apart an exhibitor’s offering from disposable swag to build credibility.
- Enable Post-Show Continuation
Giveaways should not finish when the events have finished. Clever brands are using giveaways as a way to create long-term relationships digitally. Think of ways of extending the usefulness of a giveaway by adding a QR code that shows attendees benefits after the event, like continued gated content, discount codes, webinars, and journeys through a brand’s resources and curated products. This giveaway deepens engagement digitally, which acts as a meaningful way to gauge interest, obtain metrics, and turn one-time visitors into longer-term leads.
End Point
Giveaways no longer need to be random symbols of attendance. They can now be used strategically to serve a greater purpose for connection and storytelling around your brand. Exhibitors can develop genuine emotional connections that last well beyond the event floor by focusing less on the number of giveaways and connecting the giveaway to a more full experience story. Thoughtful giveaways, in conjunction with thoughtful interactions, leave attendees with something more than the giveaway itself—they leave with a sentiment.