Swag Party: The Influence of Conference Premiums
The first time I attended a conference as a reporter covering the direct marketing industry, I was amazed at the amount of loot to be had.
Pens, mugs, candy, yo-yos….I wanted it all. I went home with a totebag so full of goodies I could hardly lift it.
Today, too many conferences to count later, I’m considerably more discerning when it comes to what I take home from a show. I now only pick up a pen if it seems particularly handy or unique, and am partial to things like blank notebooks, since they’re actually useful. As for toys, they only make the cut if they seem appropriate for my small children. (Mini vinyl footballs, yes. Anything with a small part that could be a choking hazard, no thanks.)
Do premiums handed out at events have any real lasting promotional value? For me personally, it’s hard to say.
While some items may take up residence around my desk for months or even years, for the most part I couldn’t tell you what company’s booth I picked them up from. I have one pen that was sent to me as a pre-conference promotion several years ago. I keep it, because it was the first thing ever sent to me bearing my married name. What company is it from? Um…..let me get back to you on that.
Companies that think out of the box can sometimes score with the simplest of premiums – and build valuable relationships. Grant Johnson of Johnson Direct put himself on Direct magazine’s radar years ago, when he gave out rubber chicken keychains at a Direct Marketing Association conference. The item became coveted by our staff, and as we each headed to his booth to pick up one for ourselves, we found that Grant was as engaging as his giveaway. Today, Grant regularly writes for Direct.
Do all whimsical chotzkes build bonds? Of course not. Over the years, I’ve picked up loads of silly fun things which had no connection to the business distributing them. I think I still have a fish-shaped squirt gun in my office somewhere from….no clue. Was the gun tied into a larger promotion, about swimming upstream to get ahead of the competition or something? Beats me.
Premiums work when they’re not only fun or useful, but when they resonate somehow with the recipient. The rubber chickens did the trick, because Grant made it a point to chat with everyone who got a poultry key fob in their pot. It was cheap and efficient CRM, and it worked.
I’m curious. What’s the best (and worst) conference giveaway you ever received? Why was it good (or bad)? Do you remember who gave it to you? Let me know at [email protected].
