Here’s what I need you to do. My boss, Joe Staples, and I have a little bet going and we need your help to settle it. It involves the giving away of free stuff at trade shows – things called tchotchkes (pronounced chachki) – and It only requires that you read this blog and reply – but with good responses.
The bet is built around this scenario: you are walking a trade show floor and you come across a two booths/stands with free tchotchkes. You don’t know anything about the tchotchkes themselves and all you can see is what is showing on the counter:
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Vendor on Left |
Vendor on Right |
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Let’s say both vendors sold the same product or service and your only choice was based on the tchotchke.
I need your response to two items:
- Which booth would you visit – the vendor on the left or the vendor on the right – and why?
- Which would you want to keep and which are you more likely to throw away?
Strange questions?
Let me explain.
The other day, Joe and I were discussing the purpose of a tchotchke at a tradeshow. I believe that there are two main purposes for them:
- To attract you to the booth so that the vendor can start up a conversation with you
- To solicit your contact information in an effort to push marketing literature to you
Both of these purposes lead to the ultimate goal – to identify any products and services a company might be able to sell you. Think back to every trade show that you’ve ever gone to. At every booth that you went to, each vendor had something free they wanted to give you, right?
Some were inexpensive – pens, shirts, laser pointers, bouncing balls, yo-yos, buttons, etc.
Some were very expensive – personal DVD players, iPhones, iPod Touches, TVs, Cars, Vacations.
And some are downright odd – flying, screeching stuffed monkeys, lip balm, and hydration packs (I suppose to keep you refreshed as you walked around the show floor?).
But, in their own ways, their goal was to attract you in order to engage you and/or give up your contact information in exchange for the giveaway.
Now, back to the bet.
Joe thought that the Snap Capps would be something that would not only bring you to the booth but would also be something that you would keep. His thought was that everyone needs one because people always have half-empty soda cans lying around the house.
I thought he was crazy and told him that he needs to do a better job of cleaning up his house. I don’t know of anyone who really cares about keeping soda fresh and I don’t think they would use the Snap Capp. I suggested that the flashing shot glasses would do a much better job of attracting people to a booth and people would keep them as cool items to play with.
So, who’s right – Joe? Tim? Or do you think we are both out of our minds!?
If you reply, and we post your response, I’ll send you a little something to thank you for your time – a tchotchke, if you will! In addition, I’d love to hear what has been the best tchotchke you got at a trade show and which has been your worst!
Tim "choose the flashing shot glass!" Passios
Tim Passios
I began working for Interactive Intelligence in 1998 and have a more than 20 years of experience in the telecommunications and software industries. I also worked in contact centers as an agent, supervisor, field trainer and manager for eight of those 20 years. In my current role at Interactive Intelligence I have constant interactions with customers, prospects, the media and industry analysts, which all help me to understand many different perspectives related to the contact center, unified communications and business process automation markets. When I’m not working I like to spend time with my family.
Bottom line, people love anything free, so giving away almost anything is a sure-fire way to get people to your booth.
But I have to agree with Joe and add a third purpose for give-aways, and that is brand and message recognition. What does the item have to do with your message? If your product/brand/message has nothing to do with the item you are giving away, then all you are accomplishing is the retrieval of an email address. I’m pretty sure you can buy an email address for about the same price as a give-away.
But isn’t it much more powerful if your item correlates with your product/brand/message? Maybe your product is all about "freshness" or "longevity". Or you plan to follow up your initial contact by bringing the potential client a can of soda. Now you’ve made the prospect think about WHAT you do, not just "where the heck did I get this piece of plastic?"
So in the end, you are both right! It really just depends on your goal for the show. Is the goal to attract the most clients to the booth at that time to collect contact info? Go with the blinky glass.
If your goal is to create a lasting impression with your potential customer, then go with something they might actually use, or that connects with your message.
All that said, the best product I’ve ever received at a show is a stain remover pen called "Spot Out". It works better than the brand name spot removers, can be incorporated into many marketing messages (spot a great deal, don’t stain your reputation, etc), and actually has a use! I keep one in my purse at all times, and my dad, a salesman who is constantly on the road, keeps one in his car.
My least favorite are keychains and stress balls, though there are certainly appropriate uses for both. For example, if you sell/repair cars, you might want to give away both…
Oh, and if you do decide to post this, you don’t have to send me anything. I have plenty of tchotcke’s to go around… (Speaking of, feel free to contact me if you or someone you know has a need!)
Not intending to become a showstopper but why don’t end up with this stupid poll. For this purpose, I have a simple solution: Put some fancy shinny lights around those Snap Capps!! A true all-in-one tchotcke.
Useful and shiny at the same time. Nobody could beat you this way
The one thing that I think people should stop giving away at trade shows is BAGS! I have so many cloth bags from trade shows, that I don’t know what to do with all of them! Some are used for groceries, and the rest inevitibly end up at Goodwill.
Being a designer, the best tchotcke I’ve ever gotten is a tape measure. For one, I always seem to be losing my tape measure, so it’s always nice to have an extra. Also, it’s something that I’ll actually use in my job.
As far as the bet goes, I wouldn’t keep either. Sooner or later, I’m going to tire of capping half flat sodas only to dump them out later, at which time I’m going to have created a task for myself by having to wash that curvy cap. And I’m going to get sick of the nervous flashing (very quickly) of the glass that I had to give to my daughter because it was only cool to me at the time that I grabbed it off your exhibit counter. I’d be more inclined to hang on to something that will serve me in my professional endeavors (and is worth making room for in my luggage). For instance, I’m still using my flash drive that I got from a vendor at a show and will for a long time to come. Is it groovy? Nah. Is it practical in my personal life. Nah. Does my daughter want it? Not really. It is, however, helpful to me in my professional life and every time I see it I’m reminded of the conversation I had at the vendor’s booth. The notable impact is that I’m thinking of this brand where I need to be thinking of it. At work, at my desk, at the time when I’m most likely to act on any need I may have that might be filled by that brand.
I encourage you to consider the full impact of the give away – what you want from it over time and what they want from it over time. Consider broad appeal, brand awareness, cool factor, usefulness, and whether it’s worth the cost to have it thrown out before show attendees pack for the airport.
As for me. What would draw my attention? Flashing lights. What would I want to keep? Snapp Caps. I don’t like non-useful tchotchkes. Those with purpose have staying power. Besides, I drink soda, not alcohol, so a shot glass has no value. Saving a half consumed soda til the next day works for me. In fact, I purchased the "as seen on tv" version of these snap caps, and do use them. So there. Joe wins this round. Suck it up, cry Uncle and accept defeat. You can’t win them all. I think giveaways should at least relate to the industry or product one is trying to promote. Otherwise the freebie is obviously a hook. And I hate being on the end of a line (with sinker). Dang. This is a line. Ah well….can’t win ‘em all.