Gift giving builds goodwill, communicates a message and creates awareness, but when thinking about giveaways for your next event, consider the bigger picture— your company’s future sales.
Aside from making sure that your company’s event premium ties into to your marketing message, it should require future contact with your salespeople, or generate frequent visits to your customers or prospects.
Bernafon, a Swiss company that specializes in hearing-aid technology, tried this premium strategy. The company purchased 40 candy dispensers, filled them with Jelly Belly jellybeans, and gave them away to customers during the holidays. The company mailed out boxes of the treats to refill the dispensers once a month for three months (Source: Exhibitor Magazine, January 2004).
The result— they received a significant number of calls from customers and were able to establish a strong relationship with at least 25% of the companies who responded to their offer.
So be creative about your giveaways and don’t hesitate to let them work hard for you.
Mabel Kenyon
Marketing Communications Coordinator
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