Why offer gifts at marketing events? – WAU
The distribution of gifts is among the most traditional marketing actions. Now, perhaps you are thinking that we are going to criticize the use of gifts. After all, WAU works with Content Marketing. Right? Only not! As long as it is well used, the gift distribution strategy – just like any other marketing strategy […]
The distribution of gifts is among the most popular marketing actions traditional.
Now, perhaps you are thinking that we are going to criticize the use of gifts. After all, WAU works with Content Marketing. Right?
Only not! As long as it is well used, the gift distribution strategy – like any other in traditional marketing – can bring excellent results. results!
Traditional marketing and digital marketing are not competitors. In fact, they are complementary. Using both ensures that your company will have more visibility online and offline, ensuring more sales.
In this article, we’ll explain why and how your company must distribute gifts during an event. Stay tuned for our tips!
Why give away gifts at marketing events
You certainly want to know what the relevance and the impact that the distribution of gifts will have on your business. So, instead of curling, let’s get straight to the point. Here are five good reasons to invest in this strategy:
Serves as promotional media
If you want to disclose your company name, you can use various media. Within the world of traditional media, we have billboards and magazine ads, for example. Gifts are also a way of media.
As long as you can put your company name (and perhaps contact details), and several people have contact with the gift, it is an efficient strategy. That’s why many companies invest in gifts that circulate a lot, like pens. Thus, the dissemination reaches more people.
How many times have you watched a creative commercial and wanted to know more about the company behind it? Well, when the gift is well chosen, it has the same effect.
If a person who has never had contact with your company receives this gift, it needs to be interesting enough to arouse curiosity. Thus, you gain an opportunity to establish the relationship and start developing that lead towards a sale.
Practically demonstrates the personality of the business
Choosing and personalizing a gift can say a lot about your business. Let’s take a simple example: a gift made from recycled raw material can represent that your company has a strong concern for sustainability and social responsibility.
As marketing involves brand building, gifts can be a tool to reinforce, in the collective imagination, concepts and values behind your business.
Creates a brand souvenir
Many marketing actions are instant. They affect the public and generate results at that moment. But gifts – as well as content marketing – is a job that operates in the medium and long term.
The toast stays with the person who receives it for weeks or months. In that time, a brand memory is developed. So, when the person needs that product or service, the name of your company will appear on the top of the list.
Indicates customer appreciation
For those who receive their gift, the impression that remains is of a company that invests in satisfaction of your customers. That goes an extra mile, instead of doing the bare minimum. Who cares to please.
That positive perception will influence the desire to do business. After all, the price and quality of the product or service are not the only factors in the purchase decision. Every customer wants to do business with the company that offers the best attendance.
What to do to find the ideal gift
Now, you already know five good reasons to invest in gifts. So, let’s get into the next question: how do that?
Remember that the distribution of gifts is a marketing action. So, like Content Marketing, it requires planning. And when planning, you need to take into account:
- The goals
- The form of distribution
- Benchmarking (what are your competitors doing?)
The first item, objectives, is the most crucial. It determines the focus of the action.
Let’s use an example: a gift aimed at promoting the company is different from a gift to retain customers. The first needs to circulate a lot, bringing his brand to more people; while the second needs to be durable, so that the customer always keeps close by.
Now, let’s talk about the form of distribution. The context.
It’s very different to prepare a toast for a event or for a special date. You can distribute gifts at events such as fairs, congresses, concerts, cocktails, sporting events. Or on occasions like Christmas, Carnival or the customer’s birthday. Each context asks for a different type of gift.
- At a congress, the famous kit with folder, pad and pen can be the ideal gift.
- Meanwhile, at a sporting event, the customer will prefer caps, t-shirts and squeezes.
- In a fine event, such as a launch cocktail, the best gift can be a personalized decorative plate, for example.
The reason is that, in each one, the notion of useful toast is different. And a useful freebie has more perceived value.
In this article, we are talking about a marketing event. That is, events aimed at promoting your company. The most common are fairs, in which each company sets up its stand.
Think in the context of a fair and ask the question: which gift would be most useful for visitors?
Another important aspect is to consider the volume of distribution of the context.
If we are talking about a fair, the volume of distribution will be very high and even unpredictable – since there is no clear limit on the number of participants. Therefore, it does not make sense to prepare a very expensive toast.
The higher the volume, the smaller the unit cost of the free gifts you choose. Therefore, look for simpler and more personalization of the items.
Finally, we come to the third item of planning: benchmarking.
Since gifts reflect your brand, you don’t want to be left behind in relation to competitors. Your customers need to see that, at a minimum, you offer free gifts as good as other companies in the industry.
So you need to keep an eye on what your competitors are offering. The interesting thing about a fair is that you can easily get a sample gifts from any other participating company. This is a form of market research.
After getting the sample, evaluate ways to create something better.
Another suggestion is to forget about the competitors and go straight to the source. In other words, researching what’s new in the gift market.
There is always some new idea coming up and spreading quickly. The company that discovers the trend before the others, because it succeeds surprise your customers.
So keep an eye on the gift sites. It’s worth it until you look at the international trade sites, like the famous Alibaba. After all, many gifts distributed in London are produced in other countries.
Tips for choosing the right gift
You already know why to invest in gifts and how to plan to choose the ideal gift. In closing, how about some final tips? So, come on.
Remember the customer profile
At a marketing event, you will not always be able to distribute the gifts separately to customers with different profiles. For example, you will probably have to distribute the same gifts to men and women. So you have to choose something neutral, in this sense.
Even so, if you can identify some basic traits of your customer’s profile, this can help in choosing the right gift.
Suppose the event is technology-related. You can bet that all visitors will be interested in this topic. So, choosing a pendrive as a gift is a safe way to please the public.
Be careful with customization
Even if you choose the right gift, personalization can reduce the perceived value. This happens mainly when you try to give your brand so much prominence and visibility, that it ends up interfering in the usability of item.
Of course, the gift loses its power as a promotional medium if it does not easily establish a mental association with your brand. But, at the same time, if the gift gets lost in a drawer because the customer does not want to use it, it will not serve to publicize your company.
That is, we are working with a fine balance.
An interesting tip is to play with colors and shapes of your visual identity, without exaggerating the use of logos and slogans. And, of course, use common sense.
Resume the classics
Finally, a tip for anyone who thinks that pens and paper pads are too outdated. When a freebie is useful, you can keep it current by simply changing your form.
An interesting case is that of the passbooks Moleskine style. This mark is object of desire, and the original products are very expensive. Therefore, creating and distributing a “generic” version is a smart way to please customers.
Thus, the gift that was already known gains more value, because it is associated with something modern and desirable.
Want to know more about gifts and how they can be integrated with your marketing strategy? Then, also read our article on Types of Marketing, and check out the part about Promotional Marketing!