Types of Freebies and Giveaways
Whenever visiting a business trade show, you easily can have enough pencils for the next 6 months which you collect from the desks of the booths.
At the same time you end up with several freebies which are given after a conversation with a sales rep on the booth. These are in most cases toys and in a few exceptional cases really useful products.
There are four types of freebies:
- Office supplies: pens, calendars, clocks, mouse pads, mugs, etc.
- Apparel: T-shirts, baseball caps, golf shirts, socks, etc.
- Fun stuff: toys, games, gag gifts, electronics, etc.
- Perishables: cookies, mints, food and beverage, etc.
Missing Brand Exposure and Short List
If you visit enough business trade shows during your career, you will collect enough T-shirts and baseball caps for lasting into your retirement.
All these freebies are given for lead generation or in the hope the visitor will remember the brand name at the right moment when he makes up the short list for the next purchase.
However what typically happens is that most of the freebies are distributed to the family (kids and wife) or a stored in the closet for later use. As such the brand name doesn’t get the right exposure or disappears from the targeted buyer.
There are also people who will do whatever it takes to get a specific giveaway. Like engaging in a conversation with a sales rep although there is no interest or no project in his company. Not exactly the best spending of marketing money and time of the sales rep.
Even when giving away freebies it is likely the shortlist can be missed just like no freebies would be given.
Lead Qualification Freebies
The problem with freebies is that there is no feed back in this process. The booth staff hands out the freebie while collecting a business card allowing to contact the person after the trade show. The visitor doesn’t need to take any action as the information and freebie go one way.
Wouldn’t it be better if the visitors should take an action like a lead qualification before being given the freebie. This lead qualification should happen after the trade show which could be like completing an online survey.
Of course the cost per freebie would be significantly higher due to the shipping cost to the company. However the freebie would be delivered into the office which will be remarked by other employees and could generate additional interest from colleagues. This interest generated could be more than enough to pay for the shipping costs.
How effective are your freebies or giveaways for lead generation ?
Have you ever calculated the ROI of giveaways ?