Think about this: You are at a trade exhibition, moving among the throng with three pens, a stress ball, and a chip clip that you can’t remember where you put it. All of a sudden, a booth worker waves you over, grinning from ear to ear, holding a branded USB drive like it’s the last cookie in the jar. You don’t really need another one, but it’s free. Promotional giveaways, you take it.
For decades, gifts have been getting people to come. Some people think it’s the rule of reciprocity: give someone a gadget, and maybe they’ll remember your brand next week. But what is the unseen adhesive that causes people rush to tables to get a cheap water bottle? Is it the smell of free items, the fun of being surprised, or just the little excitement of getting something you might lose by Monday?
Let’s be honest. Some gifts are great, while others go away faster than socks in a dryer. Getting the correct audience to react in just the right way is key to success. For example, a fidget spinner with a logo on it might get a room full of college students excited, but give it to a room full of accountants and you’ll hear crickets.
Tote bags, coffee cups, and pens have all been around for a long time. People who say they’re minimalists always like these classic giveaways. For years, they’ve been going from desk to desk, like migrating birds in workplaces. But these days, how can you stand out? That takes guts, and maybe a little bit of odd. Do you remember the pen with a dancing cactus that played music? It was controversial, yet no one threw it away.
Timing is important. If you give away a branded present at an event, consumers might carry your logo around all day, from booth to booth. If you give it at the incorrect time or location, it ends up in a drawer that you forget about. No matter how fancy the power bank is, it can’t fix a bad delivery.
The budget is another problem. It can sound exciting to spend a lot of money on Bluetooth speakers, but if people don’t like the deal, that money could end up in the gadget graveyard. A simple sticker with a funny saying can sometimes get more attention than more expensive gifts.
Ask the people! What do people really want? Don’t just guess. Polls on social media, brief surveys at the register, or even just talking to someone can all lead to new ideas. One company found out that its clients were crazy about socks. Can you guess what was a hit at their next expo?
What about the packaging? Not given enough credit. Have you ever opened a box and felt like you got a birthday present? A little style may go a long way. Even a simple gift can make someone feel good if you wrap it in bright colors or write a letter by hand.
What is it about this material that we love? For some, it’s a sense of nostalgia. For some, it’s useful; a free pen comes in handy just often enough. But maybe everyone really wants a little bit of surprise happiness in their day.
Don’t worry about it too much. Don’t use desk calendars that are dusty. Pay attention, give significance, and keep things interesting. That’s how you keep from becoming one of the many forgotten screen-cleaning rags and rubber keychains. You’re doing it well if your come up with a smile or a story.
