Tag Archives: Marketing

Guest Blog: How to pick the perfect giveaway for your event

Swags gotta have swags!

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If you’re anything like me, and by that I mean cheap and love freebies, you would relate marketing events and fairs to a shopping trip for practical stuff you’ll need for the coming year or so. When I’m at such events, I’m usually also on the lookout for freebies I can get concrete use out of. Swags such as pens, notepads and T-shirts are very common at events and for good reason – they’re things everyone needs on a daily basis. In other words, they’re practical. But practical as they are, you don’t always have to go for the same old pens and T-shirts. If you prefer to stand out, you could opt for more creative giveaway ideas.

The basic aim of a swag is to lure event-goers to your stand. That’s the very first step to getting people interested in what you’re offering. Hook them in with a good freebie and proceed from there. From the point of view as a freebie-consumer, you could have the most mundane and mainstream product/service and your stall could be the dullest one in the entire event hall. But if you’ve got an attractive-enough giveaway, I’m making a bee-line for you.

The last event I’d gone to was a work fair some two months ago and while I was looking forward to seeing what job offers there were out there, I was personally more excited about the freebies. They definitely fulfilled their aim of luring me to the different job stalls as I managed to score a number of interviews. But I was perhaps a little over-excited about the freebies which may have compromised my composure during the interviews!

When it comes to choosing the perfect giveaway, you could always go safe or go for something less conventional. With so many options for you to choose from, it can be rather overwhelming. Here’s one easy tip to follow – swags needs to have swag. Given that I’ve never had a green thumb nor been a fan of flowers, a great example of what your giveaway (from my point of view) shouldn’t be like is a pot of flower. The best swag should satisfy the basic criteria of being practical, light, small and easy to print on and cost-effective. A pot of flower is simply the exact opposite of these.

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What the perfect giveaway should be

Practical

A pot of flower sits in the corner of the room and serves no purpose besides taking up space. Plus, I’d have to water it every day – what a chore!

This is key. Items such as T-shirts, pens and thumb drives (they could only be 512mb and I’d still take them in a heartbeat) fair well as popular giveaways for this very reason. They’re items people can use over and over again. I’ve been using pens I got from such fairs for as long as I can remember and in fact don’t even remember the last time I actually bought one.

Light & small

Imagine lugging a pot of flowers all around the fair and on the bus/train home. Sure, it could make for a good conversation starter but I’d very much just prefer a photo of it, thanks.

Nobody, not even freebie-loving me goes to an event with a huge bag with which I can fill freebies. That’s just a tad bit too excessive. That being said, a giveaway needs to be small and light enough in order for it to be practical enough to be taken away.

Easy to print on

Hey let’s print our logo on this petal and have it wilt and fall! No.

If you haven’t already figured this out, your primary purpose of having a stall at a marketing event is to – duh – market your brand! The whole purpose of giveaways is to *drumroll* give away an item by which event-goers will remember you. And if your brand or logo isn’t indicated on the giveaway, chances are that nobody’s going to remember where they got the swag from.

Cost-effective

Forget the pots, flowers are expensive enough – ask anyone with a girlfriend.

You’re guaranteed to be the most popular stall in the event hall if you’re giving away a trip for two to Las Vegas as a promotional item. But unless you’re also harvesting bills or Bill Gates from your pots of flower, that’s obviously unfeasible. Since you’re going to be giving away these items for free, you have to consider the trade-offs. It’s important to not go overboard. Set a strict budget and stick to it.

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Another great example of a good giveaway is food. It’s practical in the sense that it satisfies hunger, is a light snack and small enough to fit in your stomach. That’s unless, of course, what you’re giving away is free steak in which case does not satisfy criteria #4. I remember being so hungry at the job fair that I was absolutely famished by the time I got to the PepsiCo booth. I needed to satiate my hunger and drown out the dreadful melodies being churned out by my stomach juices. That resulted in my shameless munching on Doritos as I was speaking to the PepsiCo representatives – probably why I didn’t get the job. But hey at least I got a free bottle of Mountain Dew after – score! Kinda.

Other items I picked up from the fair include this four-coloured-inked pen and heart-shaped notepad. They do satisfy the criteria of a good giveaway but given that I already have loads of pens and notepads lying around at home from previous fairs, I haven’t had much use for them just yet.

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Hands down my favourite giveaway from the job fair is this tote bag from Estrella Damm’s stall. Given that many supermarkets are now charging consumers for plastic bags, this is an extremely handy item. You’re saving money as well as the Earth! Plus, it can be used to carry all the other freebies from the other stalls, unless someone inadvertently picked up a pot of flower. It’s also simple and versatile enough design that I’d carry it on a regular day out as well. In fact I loved it so much I took a second one when everyone had their backs turned – or so I thought. Suffice to say, I didn’t get this job either!

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In a nutshell (just FYI nutshells don’t make for good giveaways), the main purpose of a freebie is to market your product/service. You want your presence to be felt everywhere. Think of a marketing event as a point where you disseminate information regarding your brand. You’re there to promote yourself and besides networking and chatting with event-goers, another way to do that is through these freebies.

Have you ever seen anyone give away a pot of flower as a freebie? Have you ever shamelessly stuffed your face with food giveaways? What’s the favourite giveaway of yours that you’ve taken? What are some of the most unique freebies you’ve seen around? Do share some of your freebie stories with us!

AUTHOR BIO
Lin’s an all-rounder in terms of physical shape. Her weekly schedule revolves around Printsome, football and abhors cutting her nails.

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First things to consider when producing a memorable small business event

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When organising a small business event much of the time is spent in the planning of that event whether it is a workshop, seminar, small exhibition with speakers, and your events success is all down to the planning and in the details.

First decide upon your target Audience:  You need to define who your target audience is.  This will be the start for all your other decisions, such as format, content, price and location etc..  Being structured will enable you to stay focused on achieving your goals.

Have a clear business purpose for holding your event:  You have to be clear on why you are doing this event, as every decision will support your mail goal:

  • Is it a medium for passing on information, educating your market
  • New products or services release
  • Create brand awareness
  • A way to meet new customers/prospects and gather sales leads
  • PR opportunity, a way to make customers feel important build on loyalty
  • Involve third party vendors and resellers, strengthening business alliances

Create SMART goals:  always start with strategy; this will need to be measurable.  You need to know what is you are trying to achieve, outline what you are aiming for, then make sure that you follow this through to enable you to reach your goals.

Check other industry event when they are scheduled:  Check the calendar for dates, no bank holidays, or school holidays etc..   Check other events that your target audience might be interested in attending.

Know your budget:  Know how you are going to pay for the event.  The cost will depend on the number of attendees you will have.  Is the event funded by sponsorship, ticket sales, collaboration with other companies?  You will need to create a budget before looking for a venue.  Remember to add all expenses not just the meeting room such as food and beverage, audio visual etc..

Decide on type of venue for the event:  Know your event size, location, how easy is it for your attendees to get to this venue?  You may have to be flexible on this depending on availability and how the event may change in size.

Make a checklist of the details:  The checklist needs to contain everything you are planning for the event.  Are you are going to do all this your-self, or just certain parts? Event management logistics that needs to be considered include:

  • Programme content of the event
  • Putting together a Gantt chart showing time lines with action points, responsibility and critical dates
  • Marketing the event – the invitation process to include attendee invitation and registration
  • Registration management – client lists
  • Venue liaison to include:
    Room set up
    Audio Visual requirements
    Food and beverage
    Running order for breaks, luncheon, reception
    Logistics of getting materials to the conference venue
  • Speaker management including co-ordination of speakers, presentation, hand outs
  • Production of delegate documentation including delegate packs and badges

The organisation of an event is a project planning process.  Like all projects it will grow and develop and you have to be flexible but still keep your eye on the ball as with all events that are going to happen at a certain time and all has to be ready and in place for this time.  Checking and re-checking is so important to make sure that you have covered as many eventualities.  Remember your events success is in the details.

 

Tips on how your marketing plan can help you succeed in exhibiting

To be successful exhibiting at a trade show one of the most important actions after deciding to exhibit is to prepare a Trade Show Marketing Plan. You need to know what you want to accomplish and how to achieve it. A marketing plan helps you establish the strategy and decide what actions are required for you to exhibit and how to communicate this to others. It helps you to target decisions and it keeps you on track.

What is a Trade Show Marketing Plan?

A Trade Show Marketing Plan is the end result of a process. It gives you a format to follow and allow you to be consistent. The Plan should include:

  • An analysis of the market environment
  • The development of the exhibition plan
  • Writing an executive summary

 Market Analysis

Marketing analysis forms the basis for creating the goals, strategies and tactics used to develop the plan. This consists of your understanding of:

  • The market environment
  • The customers
  • The competition
  • The company

Information for a market analysis can be found on the internet, in trade journals and company reports, through direct customer research, by speaking to internal managers and sales people within your company, and by compiling a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis report.

 Market Environment

  • Look at the market as a whole and seek to understand the dynamics that can impact the company and its products
  • Examine the company’s market share and get a statistical evaluation of the market

 Understand your Customers

You need to understand why customers buy your products or services so that you can create an environment that encourages the behaviour outcome you would like from the exhibition.

This can include:

  • Demographics – the statistical characteristics of your customers
  • Psychographics – understanding the lifestyle and personalities of your customers
  • Buying patterns and preferences
  • Environmental influences

 Competitive Analysis

Consideration should be given to your own company as well as its competition. Use a SWOT analysis, speak to the sales personnel of your company and use post-show evaluations.

In the competitive analysis include all the questions you need to have answered regarding the exhibition such as:

  • Current exhibition strategy and trend
  • Size of space occupied
  • Style and theme of exhibit
  • Graphic message
  • Staffing levels
  • Lead capture and follow up
  • Pre & post show promotions

You also need to examine competitive positions outside the trade show environment.

After collecting and understanding the market analysis you then need to set the strategy and decide how you will accomplish your goals.

The Trade Show Marketing Plan should include

  • Market analysis – include the key findings from your study
  • Marketing objectives for the trade show. You can link the trade show programme to wider corporate marketing objectives. These need to be measurable and can include:
    • Who will be attending
    • What is the purpose of the exhibition
    • When are the dates of the exhibition
    • Where is the location of the exhibition
    • Why – define the objectives and purpose for attending
  • Marketing strategies – how you are going to accomplish your goals
  • Action plans – what are the tactics you will undertake to carry out your strategies
  • Resources and timings – what do you need to carry out the plan in the timescale
  • Executive summary – summarise the above elements as a distillation of your plan so that you can communicate it to senior management

Once you have written the Trade Show Marketing Plan, check that it is in line with your other marketing mix plans. Ensure you refer back to the Plan to make sure that you are fulfilling your strategy, objectives and actions. The Plan can be used at the end of the exhibition to review your return on investment.

Reference: Jim Burch, How to Write a Trade Show Marketing Plan You Can Actually Use

Conference and Seminar Tips: On-Site Management – Delegate Packs

Delegation Information

Depending on the client objectives you may be required to organise delegate packs in folders, bags, and files or however they are requested.

Important things to consider

  • Before going on-site you must agree with the client what information is to be in the pack or given to the attendee during the conference and in what order they would like this information to be accessed.
  • Make sure you have enough staff for the job and have allocated enough time. It can take quite a long time to fulfill and this will depend on how many packs and people are available to put the contents together
  • Typical information you may wish to consider for a delegate’s pack includes:
    • Welcome letter from the sponsor, association or company
    • Programme of events
    • Amendments to the programme
    • Conference at a glance sheet
    • Exhibitors list of companies and products and exhibition plan of stands
    • Attendee list: sometimes this is alphabetical by surname, company or country
    • Speaker biographies
    • Handouts for conference sessions
    • Any specific sponsor or company information, promotions, product details etc.
    • Pens
    • Note pads
    • Partner booking form for tours
    • Extra meeting schedule
    • Invitation to reception, social events, and tickets
    • Feedback and evaluation forms
    • Gifts
    • Map of the city or area, underground maps and other location information
    • Relevant tourist information on the city, area etc.
  • Before arrival at the conference all material for the delegate packs should have been put into boxes. Clearly label and mark each box with the content so that you know where items are when you start putting the packs together.
  • At the conference have a list of contents and the order they are to be inserted.
  • Have enough staff to assist in the preparation of the packs — students are often available to assist. Make sure that all concerned are given clear instructions about what they need to do.
  • If you have quite a few people preparing make sure they have sufficient work space for their various duties. Suggest that a large meeting table is made available as this can be used for putting material together. A line of tables is useful for collating the material.
  • Once packs are prepared make sure that they are stored in an easily reached area by the delegate registration desks.
  • Check if delegates need to sign additional sheets at registration such as confirmation of attendance at a seminar or other documents that may be required such as permission to photograph, non-disclosure documents etc.

Tips on How to Run a Successful Conference or Seminar – Part 1 Corporate Reasons for Having a Conference

There can be many business reasons why a company should consider having a conference, and events are an important part of the marketing mix. Listed below are some marketing reasons for holding a conference or seminar that a company or organisation may use to promote.

Reasons for a conference could be:

  • A medium for passing on information, specifically for new products and services
  • Internal communication to employees regarding internal information, such as training, boosting morale, making announcements, launch a new culture
  • Used by associations to network and educate their members
  • Yearly or quarterly way to communicate with their sales force, partners or distributors
  • A forum for discussing world issues or topical subjects

An example of benefits for the business client to attend a software companies conference or seminar

  • Excellent communication forum for the end user, ability to meet senior managers from the corporation, to get advice, discuss business propositions, get answers straight from the software engineers, product developers
  • Ability to fast track communications to the highest level
  • Good for the client to feel that they are having an impact on the future direction of the company and its products in relation to their requirements
  • Excellent for networking and meeting other users and hearing their business experiences, share ideas, solutions to problems
  • Good for education and increasing knowledge of the products and business environment
  • The event enables the attendee to build up a picture of the quality of the company products or services

Benefits from the Company’s perspective

  • One of the marketing vehicles for increasing regular communications with both current, new and potential customer
  • A platform enabling the company to know the client better and understand their business needs for the portfolio of products and services that they are developing
  • Make the customer feel that they are being listened to and giving the company first hand research into the future product direction
  • Excellent PR opportunity to made customer feel important and build on loyalty and customer relationship by sponsoring a drinks reception and dinner
  • Good opportunity to get the TPV/Resellers involved promoting the company’s products and making them more involved with the clients, as well as strengthening the business alliance
  • Opportunity to increase sales of products with users through workshops demonstrations
  • Event feedback should be measured against the objectives to know the bench mark for the next event and to measure if it has been a good marketing vehicle for ROI, and how to improve on future events

Further posts on how to run a successful business event that has ROI will follow. Follow the blog or subscribe to the RSS feed to make sure you don’t miss any of them.The articles will be full of tips and ideas, to help you and your business in event management.

Reference reading:

John G Fisher – How to run a Successful Conference