Saturday, April 25, 2009

Choosing appropriate giveaways

Choosing giveaways for used at trade shows is an art. Or, at the least, a well-developed skill.

At the recent MRO trade show in Grapevine, Texas, Aviall chose a couple of items that fit both the industry and the tone of the times.

Aviall is good at using branded items. With airlines cutting back on services, including offering pillows and blankets on most flights, the aviation parts supplier fashioned a branded airline pillow as a giveaway (in an ironic twist, most are Aviall customers). Packaged with the printed tag bearing the phrase, "The Aviall difference," the pillows are held back and offered only to selected guests.

Secondarily, a more mass giveaway was a hard-case luggage tag. Branded with the logo and phrase, the tag is a sliding unit that protects the ID included, making it a bit more high end.

The moral of this story is to know your audience and tailor a memorable giveaway for them to take home and use regularly (and see your name regularly). If they like it well enough, the may even send you a thank you, copy the idea or re-gift it.

Talk about giving a pillow legs.


No comments: