Which trade fair giveaways are really popular with (interior) designers?
Ballpoint pens, jute bags, notepads: how much of the annual marketing budget is spent on giveaways that ultimately just end up in office drawers? We asked planners what really leaves a lasting impression. The answer is surprising – and shows why the best marketing measure is often not a promotional gift, but an experience.
Jute bags, pens, and orange mugs adorn every interior design office. But do they really leave the lasting impression you hope for? Most promotional items scream "cheaply produced" and are associated more with mass-produced goods than with value. But what marketing measures should you invest your budget, time, and energy in instead to elicit a satisfied smile from your target group?
Bringing the construction site into the hall
Our discussions as part of the practical guide "Trade fairs today – trade fairs tomorrow" have shown that many (interior) designers appreciate it when products and materials can be experienced in action. Clear and practical product demonstrations that show real-life applications are very popular. Important: The demonstrations should be short and snappy and not last longer than 30 minutes. And if you want to see a satisfied target group – and occupational safety allows it – let the planners get hands-on themselves, according to the motto: What goes through the hand stays in the mind.
Guided tours as a service
Of course, large trade fairs already offer guided tours. But why not do it yourself? Planners particularly like targeted tours of the booth—and even beyond. Look for cooperation partners with whom you can offer joint tours. This will give visitors an individual trade fair experience that is ideally project-related and structured according to key topics.
Is no giveaway better than any giveaway?
Let's be clear: classic promotional gifts such as branded pens or mugs printed with logos are often a waste of money. Interior designers and architects tend to appreciate items that are practical or particularly creative. The bad news? There was no clear answer to the question of the ideal giveaway in the discussions, but one tip came up repeatedly: something edible always goes down well. Of course, the giveaway itself won't be around for long, but the brand could remain in people's memories thanks to this moment of enjoyment. Or how about some lip balm, hand sanitizer, or hand cream? Hardly any drugstore items are as popular at trade fairs as these three.
Traditional brochure no, origami yes?
Printed product or not? The answer: it depends. Extensive advertising brochures have mostly had their day, and the digital alternative is becoming increasingly important. But printed materials can still be convincing—if they manage to surprise. Whether with a sophisticated pop-up folding technique, seed paper for planting, or a minimalist overview of new products in postcard format. Think about it: what would be attractive to you as a visitor, and how much and, above all, what would you actually want to carry around with you during a day at the trade fair?
Psst, here's a little communication primer...:
Dear marketing team, talk to the sales department regularly. They have a direct line to the target group and know what information is needed. And that's where you come in: because your colleagues are usually not very good at presenting this information effectively.
Dear sales team, remember how important your feedback is for marketing. You have a direct line to the target group and your ear to the market, and you are best placed to say which communication materials support you in your discussions.
Our many years of experience in strategy consulting have shown us that the interface between marketing and sales is often one of the most neglected areas. Make sure that no information is lost here – it will be worth it.
Did you know that...
- ...over 50% of planners consider giveaways such as pens and flyers to be unnecessary?
- ...interactive product demonstrations are considered one of the best methods for product presentation?
- ...guided tours tailored to participants' current projects are the ultimate experience?
A little inspiration for giveaways that have made it onto our desks
You can find further insights in our practical guide "Trade fairs today – trade fairs tomorrow."
Practical guide »Trade fair today – trade fair tomorrow«
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