How to use gifts for Trade Show and Client events?
Ever been at a dealer event where you were bombarded with promotional gifts but you ended up carrying nothing home? It’s a sentiment we know all too well, yet we continue to spend lots of greens on gifts that never make it to the client’s home.
Most trade shows and client events happen at posh city locations, exhibition centers and even on yachts and cruises. The clients are high flying and would like to keep it light on the luggage. Although the gifts they get may be impersonal, impractical and bulky.
The key idea may be to time the gift better. We can send, say, a bluetooth speaker or headphone/ earphones to the client one or two weeks before the event along with your coordinates and a personalised message of wanting to see them at the event. This makes it highly likely for the client to seek and meet you at the event where you can talk business and engage to develop a deeper bond with the client.
Alternatively, we can attend the trade show and filter the top five or ten people we would like to connect with and send them thought through, strategic gifts post the event, picking up the conversation from there.
Any of these two ways would be better than paying shipping for bulky gifts for your clients all the way to the event location only to realize they won’t even get carried home leave alone be used or appreciated. It’s not only a waste of money and effort but also of an opportunity window that would otherwise be gold for any savvy salesmen or marketer.
When it comes to gifting, driving with empathy and gratitude is the smart and authentic way to market. That is the core soul of thoughtful, strategic gifting.