The question as to whether giving away something for free will keep a brand in the mind of potential consumers is one that has been asked for a long time. I believe it can be a very effective marketing device. When deciding to provide giveaways, it is important to remember a few key things.
- Link the giveaway directly to a product or service of the brand
- Creativity is what keeps giveaways out of trashcans (and creative is not a keychain)
- Play on the loyalty and relationships a consumer may already have to the brand
- Ask: Is this effective? Is this integrated? Would consumers LIKE/WANT/USE this?
The initial reason consumers will want a giveaway is because it is FREE. It is a fact of human nature that people love free stuff. If that free item is also something useful, relevant to their lives, and just happens to have a brand plastered all over it, there is a good chance it will be used in homes or offices for a long time. Not only will potential consumers be impacted when they come to the event, they will be receiving impressions from the tchotchke everyday.The return on investment of a small giveaway can leave a huge impact.