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As a graphic designer, you know great design is more than logo placement and text layout. So much more. So it comes as no surprise that this applies to trade show giveaways too.<\/p>\n
Shapes, colors, proximity, similarity and continuity must all be considered. The arrangement of these visuals must convey a specific message while supporting any text. The tone must align with company values and image. And you must incorporate all the subtleties outlined in a style guide to ensure consistency across all channels.<\/p>\n
Graphic design is an art and a science that can have a psychological impact<\/a>, which may go unnoticed by the untrained eye, but you know is a crucial part of the foundation for any great design\u2014especially when it comes to trade show giveaways.<\/p>\n When working with event marketers and managers, you\u2019ll spend hours on website design and integrated marketing campaigns to entice people to attend. You\u2019ll design collateral to distribute at client meetings. You may even create email and direct mail programs to follow-up with prospects post-show.<\/p>\n But are you involved with the design and\/or selection of promotional products<\/a> given to booth visitors? Tradeshow giveaways are the one thing customers and prospects can take home with them to remember your brand, yet often designers aren\u2019t even in the conversation.<\/p>\n Why?<\/p>\n We have a theory.<\/p>\n There are misconceptions about promotional products (a.k.a. branded merchandise, trade show giveaways and swag). Some people think that adding a logo to an existing product is customizing it. Nope. That\u2019s decoration. And some people think that the only products available are those seen online or in a catalog. No way. Not true either.<\/p>\n Fact: There\u2019s so much more to trade show giveaways than imprinting a logo onto a stock product.<\/p>\n Unfortunately, many event marketers don\u2019t know they can reach out to designers to create original products. Thus, they end up stuck in a rut, completely uninspired, with the same ol\u2019 boring products are distributed at event after event. Zzzzzzzzzzzzzz.<\/p>\n But there is a better way.<\/p>\n To help fire up those creative marketing engines, we introduce: The 12 Immutable Laws Of Trade Show, Conference & Event Giveaways.<\/p>\n Here, we guide you through 12 principles that can be incorporated into promotional products to make them unlike any you\u2019ve seen before. Each principle builds upon one another, so that by the end, you\u2019ll have a solid plan that can easily be implemented for any event.<\/p>\n But here\u2019s where things get really fun. Remember show and tell from elementary school? Yeah, we liked that. So in addition to telling you all about the Laws Of Trade Show, Conference & Event Giveaways, we\u2019re going to show actual product ideas of how these laws can be implemented and<\/em> we\u2019re going to do it by creating event giveaways for some of the world\u2019s best tech brands as examples.<\/p>\n Whaaaat?<\/p>\n You read that right. We\u2019re going to design sample product ideas for iconic brands such as Google, Apple and Microsoft that could be used at an upcoming event.<\/p>\n We\u2019ve taken on a challenge: Design truly custom promotional products that fit the example brand like a glove by baking in the DNA of the brand + audience + event.<\/p>\n Additionally, the products designed must achieve a measureable marketing goal, be different from every other promotional product at the event, be different from every other promotional product the brand has used at events before, and it must be packable in carry on luggage\u2014because what good is it if recipients can\u2019t take it home with them!<\/p>\n Keeping in mind there is no endorsement of these products by the brands represented, we\u2019re simply trying to tell a story of what IS possible by using brands and events that you know and understand.<\/p>\n Sound like a tall order? Yep. But we\u2019re totally up for the challenge. Because we want to prove what CAN be done\u2026with a little creativity and ingenuity.<\/p>\n Bottom Line: Our goal is to create a new breed of promotional products that completely reinvents how brands market themselves at events\u2014from tradeshows and conventions to sales meetings, educational conferences, pop-up events and everything in between.<\/p>\n Ultimately, we want to show brands the trade show giveaways they can aspire to when marketing themselves at events while giving designers, engineers and brand\/event marketers the tools they need to help make it happen. And hopefully start a movement.<\/p>\n To help you navigate through each law and refer back to them (you’re gonna want to bookmark this), here are the links to each law within this post.<\/p>\n Law 1: Incorporate Good Design \u2013 With An Idea For Apple<\/a> Now grab your favorite beverage, sit back (maybe grab your favorite note-taking tool) and use this inspiration to revolutionize how you do swag.<\/p>\n As a designer, you know that promotional products can enhance the on-site event experience as well as serve as an important post-festivities branding reminder. But how much time do you spend working with event marketers and managers selecting branded merchandise to support meetings, conferences, tradeshows and educational summits? Where do you find products?<\/p>\n The reality for most designers and event marketers is that giveaway ideas for trade shows are often selected out of a catalog at the last minute. While the products may align with corporate colors or event theme, do they truly represent your brand DNA?<\/p>\n Forget the catalogs of endless products for a moment. Let\u2019s say you could start with a clean slate. No preconceptions. What would happen if you put design first?<\/p>\n \u201cInnovation today is inextricably linked with design\u2014and design has become a decisive advantage in countless industries, not to mention a crucial tool to ward off commoditization,\u201d writes Cliff Kuang<\/a>, Fast Company<\/em>\u2019s director of product, in the article \u201cWhy Good Design Is Finally A Bottom Line Investment<\/a>.\u201d \u201cDesigners are the ones best situated to figure out how a kit of parts can become something more\u2014they\u2019re the ones who can figure out the human interface for a vast chain. If they do their job right, the result\u2014a working ecosystem\u2014is a far better platform for innovation than an isolated product.\u201d<\/p>\n If you put design first, there would be no limits to the event merchandise you could make. The products would be more creative, unique to your individual brand and deliver your brand message to recipients in a way that no off-the-shelf product can.<\/p>\n In theory, this is absolutely true. But what about in practice?<\/p>\n Here’s what happened after we asked our designers to start with the basics to \u201cIncorporate Good Design.\u201d<\/p>\n The Brand: <\/strong>Apple. If you want to be surrounded by a lot of smart women all in one place, attend the Anita Borg Institute\u2019s Grace Hopper Celebration (GHC) of Women In Computing Conference<\/a>. Every year, GHC brings together the community of women technologists, the best minds in computing and increased visibility for the contributions of women to computing. GHC 2015, hosted nearly 12,000 attendees from 1,300+ companies in 63 countries. GHC 2016 is expected to top 15,000 attendees.<\/p>\n If Apple were an exhibitor at this event, what kind of trade show booth gift can you give such a large number of ladies from different backgrounds and cultures? Well, jewelry, of course!<\/p>\n To create word of mouth on social media during and after the event, designer Annie Rawle<\/a> used the command key and the \u201cclover\u201d image that are unique to Apple as inspiration for earrings. The earrings are shaped like a command symbol stud on the ear, and they would be presented in a gift box that incorporates Apple\u2019s signature packaging style.<\/p>\n The use of a uniquely Apple image\u2014that isn’t the Apple logo\u2014in a piece of jewelry is a good fit because it ties into Apple brand imagery (so no competitors would have an identical giveaway) and it\u2019s not something available anywhere other than this event.<\/p>\n \u201cWomen enjoy showing off jewelry and also enjoy looking at what other people are wearing,\u201d says Rawle. \u201cA fun item like this would be visible as it\u2019s worn and instantly recognizable as an Apple product so others would easily guess which tradeshow booth to visit to get one.\u201d<\/p>\n To integrate the social aspect into the giveaway, create a hashtag that ties into the promo such as #InCommand or #GHCinCommand and encourage attendees to post photos of themselves wearing the earrings. You could even set up a selfie station with the #InCommand theme and Instagram photo frame to facilitate the fun.<\/p>\n What a difference incorporating design can make in the types of promotional products that can be created to represent your brand at events!<\/p>\n Whatever trade show giveaways you design for event marketing, just remember that these products are the one thing customers and prospects can take home with them to remember you, so make sure you\u2019re doing your brand justice. Create something that\u2019s as truly different as you are.<\/p>\n \u201cUltimately, a company\u2019s success hinges upon how well it intuits what users want and how much each pleases them with products,\u201d Fast Company<\/em>\u2019s Kuang concludes. \u201cOnly design has that power to seduce and delight.\u201d We couldn\u2019t agree more.<\/p>\n Is your company \u201calive?\u201d While a business clearly isn\u2019t human (or any other kind of mammal, reptile or amphibian), it is an entity that grows, changes, responds and evolves based on internal desires and external factors.<\/p>\n It\u2019s often said that company leaders, employees or customers are the lifeblood, or heart, of organizations. Marketers work on creating a brand personality to bring a human touch to business. Continuing this line of thinking, then, it\u2019s fair to say that brands have DNA.<\/p>\n \u201cEvery business\u2014no matter the size, age or type\u2014has a distinctive DNA, the internal genetic code that carries all the information about how the business will look and function,\u201d writes Israel Idonije in this Entrepreneur<\/i> article<\/a>. \u201cA clearly articulated DNA is important to a business. This is not only the services or products you may offer; this is the overarching purpose of what you do to offer a very specialized experience compelling your customers to come back for more and become your brand champions.\u201d<\/p>\n When creating conference giveaways, do you consider this brand DNA and design products to enhance your specialized experience? Or do you do a quick product search in a catalog or online?<\/p>\n If the latter, you\u2019re not alone. So we\u2019re letting you in on a little-known secret: There\u2019s more to promotional products than browsing catalogs or websites to find items that align with corporate colors or event themes and then decorating them with the company logo.<\/p>\n Say what?<\/p>\n It\u2019s true. Custom trade show giveaways that are true to your brand DNA can be created, and you don\u2019t need to order a boat-load of them from overseas to make it happen. Check this out:<\/p>\n The Brand: <\/b>Netflix. CES<\/a> is the world\u2019s gathering place for all who thrive on the business of consumer technology. Every January, more than 170,000 people from 150 countries flock to Las Vegas to see what\u2019s new in the world of tech.<\/p>\n With such a large event\u2014it covers more than 2.47 million square feet and is now in three locations across The Strip\u2014it takes a lot to get noticed and create buzz during the event. This is where some well-crafted corporate gifts can make a statement, and designer Aaron Bleackley has just the idea for Netflix<\/a>.<\/p>\n \u201cNetflix wants you to binge on its shows, so much so that \u2018Netflix and Chill\u2019 has become part of the national vocabulary,\u201d Bleackley says. \u201cThis gift encourages consumers to make an occasion out of sitting in front of the TV with their significant other.\u201d<\/p>\n The custom-designed, laser-cut gift box could contain a bottle of wine custom labeled with “CHILL,” wine glasses, chocolates, candles and a card with Netflix logo and subscription code to a special offer. Who wouldn\u2019t want to settle in for an evening of cuddles and \u201cHouse of Cards?\u201d We know we would!<\/p>\n This idea works because it ties into the very fabric of what Netflix is all about: The experience of enjoying your favorite movies and TV shows from the comfort of your own home. The date night kit enhances this experience by making it special. And since the box is a custom build and the kit contents are specially curated, there\u2019s nothing else like it available.<\/p>\n There\u2019s much talk in event marketing circles about \u201ccreating an experience.\u201d And rightfully so. The adage that \u201cpeople may forget what you say, but they won\u2019t forget how you made them feel\u201d is true.<\/p>\n Event attendees won\u2019t remember the marketing messages. But they will remember how they felt attending an event. And much of this comes back to design.<\/p>\n Was the website design easy to navigate and user friendly? Was the event venue and design of the space welcoming, exciting, entertaining? Was the swag given to support the event interesting, different, useful and something recipients want to keep?<\/p>\n In the Entrepreneur<\/i> article<\/a>, Idonije says that you want to be more than just another business; you want a branded image that makes you inspiring, strong and recognizable. Absolutely! And brand DNA plays a pivotal role.<\/p>\n \u201cSuccessful marketing will get people to give your brand a chance, but it will not get them to return or to become devoted brand champions. It is only your brand\u2019s ability to provide a distinct, consistent and applicable experience that will keep your customers connected and coming back.\u201d And isn\u2019t that the goal?<\/p>\n So what do you think? Does designing conference giveaways that aligns with brand DNA make a difference in how you connect with customers?<\/p>\n Every business does something special, or else it wouldn\u2019t exist. By bringing your brand\u2019s unique DNA into the marketing campaign design, you can create an experience that\u2019s as individual as you are.<\/p>\n When it comes to business strategy, there\u2019s a lot of talk about design thinking.<\/p>\n Forbes<\/em> espouses the benefits in \u201cWhy Design Thinking Should Be At The Core Of Your Business Strategy Development<\/a>.\u201d The Harvard Business Review discusses how \u201cDesign Thinking Comes Of Age<\/a>.\u201d And rightfully so. Tackling issues from a true design perspective makes strategic sense, especially when you see the outcomes.<\/p>\n Creativity At Work reported<\/a>: \u201cDesign-led companies such as Apple, Coca-Cola, IBM, Nike, Procter & Gamble and Whirlpool have outperformed the S&P 500 over the past 10 years by an extraordinary 219%, according to a 2014 assessment by the Design Management Institute.\u201d<\/p>\n That kind of success is undeniable.<\/p>\n So what exactly is design thinking? Creativity At Work offers this definition<\/a>:<\/p>\n Design Thinking is a methodology used by designers to solve complex problems, and find desirable solutions for clients. A design mindset is not problem-focused, it\u2019s solution focused and action oriented towards creating a preferred future. Design thinking seeks to build ideas up, unlike critical thinking which breaks them down. Design Thinking draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be, and to create desired outcomes that benefit the end user (the customer).<\/em><\/p>\n For Lee Coomber, a creative director at Lippincott<\/a>, this means strategically looking at the problem in two ways:<\/p>\n \u201cThe first is in applying a design mind-set to reconfigure and simplify complex business problems; the second is in activating design\u2019s ability to build strong emotional connections,\u201d he explains in this DigitalArts article<\/a>. \u201cFrom this perspective, it\u2019s little wonder that design has become the tool of choice for leading companies.\u201d<\/p>\n But he does have a criticism of how many implement design thinking. \u201cFor a number of years now, \u2018design thinking\u2019 has been a reference point for anyone wanting to jump out of past paradigms,\u201d he says. \u201cYet many have failed to pick up the other half of the design tool kit and commit to the craft of design \u2013 \u2018the design doing.\u2019 In other words, the seduction and the sense of a design approach.\u201d<\/p>\n Design thinking can obviously be implemented company-wide. But what if we drill it down to events, and even more specifically tradeshow giveaways.<\/p>\n For some reason, selecting event giveaways is often put off (or flat forgotten) until the last minute. If you\u2019ve ever had an event marketer come to you with the panicked request that \u201cI must have some kind of giveaway!\u201d you\u2019re not alone.<\/p>\n But this late in the process, strategy is forgone and you must settle for what\u2019s available in a rush. And this typically means a generic product picked out of a catalog. No design<\/a>. No alignment with brand DNA<\/a>. So boring!<\/p>\n But what would happen if trade show giveaway strategy was built into the beginning of your the event planning checklist? Here’s what:<\/p>\n The Brand: <\/strong>Pinterest. Designers are constantly asked to design for the future\u2014a future that by its nature is a moving target. The O\u2019Reilly Design Conference<\/a> provides designers with the skills, connections and inspiration they need to shape the products and services of today and tomorrow.<\/p>\n Pinterest<\/a>, the world\u2019s catalog of ideas, is a great place for designers to go before and after the conference for inspiration as well as organizing thoughts when working on a project. But sometimes you find ideas IRL. What then? Designer Annie Rawle had a great idea: Push Pins shaped as the Pinterest logo on the top of the pin.<\/p>\n \u201cPinterest is the<\/em> virtual bulletin board, so bringing the logo mark into the real world to function as the site does makes for an ideal event giveaway,\u201d she says. \u201cThe logo is super recognizable. So even pinning paper to a bulletin board in your office can be part of the Pinterest brand after the conference. It\u2019s meta.\u201d<\/p>\n This idea works because it ties into the DNA of what Pinterest is all about: Collecting important information in a visual way so it can easily be referenced over and over again. An actual push pin gives tactile meaning to pinning while literally putting the Pinterest logo in the hands of the user. And any time you can have repeat logo exposure and brand awareness, that\u2019s strategically smart.<\/p>\n When tradeshow giveaways are built into the beginning of your event planning checklist, so much can happen. You can strategically tie swag into the event theme, a current ad campaign or targeted marketing program to elicit a specific response. You can also make sure the products really speak to your audience so you can create a stronger, more meaningful connection with them.<\/p>\n Lippincott\u2019s Coomber says that design is to business what evolution is to nature: It enables brands to change and survive. \u201cIt is becoming less a visual strategy than a means of facilitating continuous dialogue and building emotional connections in a complex world. And with it, opening up infinite opportunities for businesses,\u201d he writes in the DigitalArts article<\/a>. \u201cThe best design today embraces this new reality. It creates experiences steeped in the business strategy. It celebrates the new and the unexpected. And it adapts to maintain relevance and vitality in a time where change is the only constant.\u201d<\/p>\n Can design thinking improve the process by which you work with event marketers? And how does approach improve the promotional products designed for events?<\/p>\n Every business does something special, or else it wouldn\u2019t exist. By bringing your brand\u2019s unique DNA into the marketing campaign design, you can create an experience that\u2019s as individual as you are.<\/p>\n Having a strategic approach to event marketing swag makes the products you choose so much more meaningful and can deepen the connections you have with customers and prospects. This immediately gives you better ROI. And who doesn\u2019t want a better bottom line?<\/p>\n Tony Robbins<\/a> said, \u201cSetting goals is the first step in turning the invisible into the visible.\u201d And so it is with events, where the blandest ballroom or common convention center can be revived and brought to life with your vision.<\/p>\n It\u2019s no surprise that the most successful events\u2014and the ones that sell the most tickets\u2014are very clear on their goals and objectives.<\/p>\n \u201cGood event planning means you know up front what you\u2019re trying to accomplish,\u201d says Jen Jamar in The Events Calendar article Event Planning: Defining Event Goals and Objectives. \u201cOtherwise, why have the event in the first place?\u201d<\/p>\n Jamar says to think of your goals as your event\u2019s purpose. \u201cYour purpose is the big picture reason your event exists \u2013 where you want to be vs. where you are now,\u201d she explains. \u201cEvent goals are the reason your event exists \u2013 to inform, to include, to celebrate, to persuade, etc. Your objectives are the roadmap to achieving those goal(s). Objectives should be written in detail, defining the narrow, measurable and tangible results your event will produce.\u201d<\/p>\n Outlining an event\u2019s goals and purpose helps everyone on your team understand what needs to be accomplished. \u201cIt also means understanding that the audience will have different purposes at the beginning, middle, and end of your event,\u201d says Scott Schenker, Microsoft\u2019s general manager of worldwide events, during a webinar hosted by BizBash and Eventbrite<\/a>. \u201cChanging the environment and messaging to reflect that stage of their purpose makes people feel you really are connected to what matters to them. You are being relevant to their place and their purpose, and you are being relevant to things that matter to them, and that furthers the sense this was a valuable thing for them to do.\u201d<\/p>\n What if you extrapolate this concept of purpose for the overall event and apply it to the promotional products used to support the event? Corporate gifts for your events should have a specific purpose, right? Giving away products for the sake of simply having something to give away doesn\u2019t make any sense. Yet it happens at every event.<\/p>\n Oftentimes, trade show giveaways aren\u2019t included in the strategic marketing discussions. Swag purchases are put off until right before the event, leaving no time to design<\/a> something cool and meaningful that aligns with your brand DNA<\/a>.<\/p>\n So what would happen if you could create truly custom promotional products that fit the your brand like a glove by baking in the DNA of the brand + audience + event? And what if the products designed achieve a measurable marketing goal, are different from every other promotional product at the event and are different from every other promotional product your brand has used at events before? Sounds like a challenge. Good thing we’re partial to a challenge:<\/p>\n The Brand: <\/b>Microsoft. Strata + Hadoop World<\/a> is where cutting-edge science and new business fundamentals intersect\u2014and merge. It’s a deep dive into emerging techniques and technologies where attendees dissect case studies, develop new skills through in-depth tutorials, share emerging best practices in data science and imagine the future.<\/p>\n As an elite sponsor of the event, Microsoft is sure to have a significant presence and a number of goals they want to achieve. Our designer Philip Yip saw a great opportunity to incorporate some giveaways with a tagline the company is currently using\u2014\u201cGet A Better Picture Of Your Data\u201d\u2014for Microsoft Dynamics CRM.<\/p>\n This software allows users to find and combine data from internal and external sources with familiar tools to help grow their businesses. They can gain customer insights and deepen relationships by better connecting individually with customers as well as by tracking, monitoring and prioritizing opportunities.<\/p>\n To tie into the visionary nature of the software, Yip thought it would be cool to use binoculars packaged in a laser-cut gift box as a special gift for Microsoft VIPs.<\/p>\n \u201cMicrosoft is the world leader in software for data management, and the benefit of using data management software is to get more from your data,\u201d Yip says. \u201cThe binoculars\u2014like the data\u2014allow users to see what’s coming a mile away. This kind of vision helps you unlock insights and tell the story in your data.\u201d<\/p>\n This giveaway idea works because it directly ties into Microsoft\u2019s current messaging: \u201cGet A Better Picture Of Your Data.\u201d Also, data can be confusing. So \u201cbeing able to see things more clearly\u201d aligns with the purpose of binoculars\u2014and the software.<\/p>\n With purpose, events and the swag that supports them are capable of making true connections with their audience. With purpose, the entire planning process has focus.<\/p>\n \u201cWhen you have well-defined goals and objectives for your event, planning, promoting and sticking to your budget all become much easier,\u201d says The Event Calendar\u2019s Jamar. \u201cMessaging aligned with those goals comes through loud and clear, increasing attendee interest, RSVPs and ticket sales.\u201d<\/p>\n Can having a specific purpose improve the process by which you as a designer work with event marketers? And how does this approach improve the promotional products designed for events?<\/p>\n Having purpose\u2014whether in events, trade show giveaways or life in general\u2014helps cultivate success, fulfillment and ultimately (hopefully!) happiness. Having a little more happiness and joy in what you do sounds good to us.<\/p>\n All event attendees are not created equal. Some are ideal buyers for what you offer, and others aren\u2019t. That\u2019s why targeting a specific audience is so critical for event success.<\/p>\n Who are you targeting? Mid-size firms in your geographic region? Tech savvy corporations? Anyone interested in your products or services?<\/p>\n Mandy Porta, owner of Success Designs, a Baton Rouge, Louisiana- based website design and marketing firm, says these kinds of targets are way too general.<\/p>\n \u201cTargeting a specific market does not mean that you are excluding people who do not fit your criteria,\u201d she explains in the Inc.<\/em> article How To Define Your Target Market<\/a>. \u201cRather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. This is a much more affordable, efficient and effective way to reach potential clients and generate business.\u201d<\/p>\n Whether you exhibit at events hosted by other organizations or you produce your own events, determining your audience is one of the most important functions within your event planning checklist. Without defining your audience, you can\u2019t possibly know where they hang out and where to reach them with your marketing messages says Mark Walker<\/a> in the Eventbrite UK<\/a> article How To Avoid The Number One Mistake Of Failed Events<\/a>.<\/p>\n \u201cWithout having a defined audience, you can\u2019t understand why they would want to attend and what your messaging should be,\u201d he says. \u201cNor can you speak to them in their language, create a realistic budget, pick an appropriate venue or develop a compelling Unique Selling Proposition (USP) for your event.\u201d<\/p>\n Just like your overall event presence should be targeted to your specific audience, the give aways you choose should be designed with your perfect customer in mind. Yet all too often, promotional products selection to support your event presence are put off until right before the event, leaving no time to design<\/a> something cool and meaningful that aligns with your brand DNA<\/a> and truly speaks to your audience.<\/p>\n Additionally, most corporate gifts are chosen out of a generic catalog\u2014meaning, the items may or may not tie in to your overall marketing strategy<\/a> and the brand story you want to tell.<\/p>\n So what would happen if you included your target audience criteria within the conference swag design process? Identify demographics (gender, age, education, income, occupation, etc.) as well as psychographics (lifestyle, hobbies, values, personality, etc.). Then design branded merchandise your audience wants to receive so badly that they\u2019ll stand in line to get it and then photograph it for social media to tell all their friends about it.<\/p>\n Is this possible? Check it out:<\/p>\n The Brand: <\/strong>Airbnb. Memories are only as good as the people you share them with. And the right giveaways at your tradeshows & events can help cement those memories and enhance an amazing experience. The Airbnb Open LA<\/a> is a festival that brings together hosts from 100 countries to inspire one another and explore Los Angeles in ways that only locals know about.<\/p>\n To keep that \u201clocal\u2019s only\u201d vibe going after the event, designer Anna Corpron created a framed mini chalkboard that can be hung in the host residence. Each chalkboard would be imprinted with the Airbnb logo and a phrase\u2014such as \u201cDon\u2019t Miss These\u201d or \u201cOur Top Recommendations\u201d or \u201dTop Spots\u201d\u2014with space for the host to write in their favorites.<\/p>\n \u201cAirbnb allows travelers to live like locals,\u201d says Corpron. \u201cWith this mini chalkboard, hosts can easily provide visitors with some of their top local recommendations. This sharing of insider tips creates a positive connection between the traveler and the host.\u201d<\/p>\n The chalkboard\u2019s smaller size makes it easy for hosts to pack it in their suitcases for the return trip home, and it will fit into any size residence from a resort-style villa to a studio apartment.<\/p>\n Why does this idea work so well? Having a place to share simple details such as a wifi password or leave a personal welcome note goes a long way toward improving the guest experience and bringing life to new ways of hosting. And that\u2019s what Airbnb is all about.<\/p>\n According to Mark Walker in the Eventbrite article<\/a>, there are three key steps to developing your audience understanding: Creating a persona, research and market sizing.<\/p>\n \u201cBringing this all together should leave you feeling confident that you have a real audience for you event, you know what they care about, how to speak to them and where to market your event,\u201d he says. \u201cWithout a defined audience, your event is really just blowing in the wind, hoping to catch someone\u2019s attention without a strategic plan or any direction. With it, and you\u2019re one giant step closer to a successful event!\u201d<\/p>\n Don\u2019t think than any promotional product can successfully build your brand. This is one of the biggest reasons why giveaways fail. Only when you design to a specific target audience will you find swag success.<\/p>\n Build verses buy? Whether with software, homes or trade show giveaways, there are always concessions when you buy off the shelf. The price may be right, but you sacrifice in other areas\u2014features, colors, theme, availability or overall experience, to name a few.<\/p>\n With a custom build, you can design specifically to your needs, style and image. And in the case of promotional products, you can design a product that completely aligns with your brand DNA\u2014making you different from your competition.<\/p>\n And that\u2019s key.<\/p>\n \u201cSo many business owners try to figure out how they can be better than the competition\u2014better product, better service, better features and, the real killer, better price. Heck, some even strive to be \u2018best\u2019 in class,\u201d says John Jantsch, founder of Duct Tape Marketing, in the article Stop Trying To Be Better Than The Competition<\/a>. \u201cWhat they should be doing is figuring out how they can simply be different than the competition.\u201d<\/p>\n Jantsch says to forget spending your precious R&D time on product features. Instead, he says, \u201cSpend it on creating branded intellectual property, a distinct way of marketing, or on developing people and culture inside your organization that enables you to be seen as different.\u201d<\/p>\n If you\u2019ve put so much time, energy and money into creating differentiation for your products, customer experience, event presence and overall brand, shouldn\u2019t you do the same with the promotional products that represent you?<\/p>\n Here\u2019s a not-so-secret secret: If you\u2019re ordering trade show giveaways from a catalog or online store, those products can be used by anyone\u2014including your competition.<\/p>\n Going with an off-the-shelf solution may be quick, since promotional products selection to support event presence is oftentimes put off until right before the conference, tradeshow or summit. Choosing a catalog item can also be economical since you\u2019re only decorating the product with your logo and not building it from scratch.<\/p>\n But will this separate your brand from competitors?<\/p>\n No. Here\u2019s why:<\/p>\n When you create corporate gifts from the ground up, you can design<\/a> something cool and meaningful that aligns with your brand DNA<\/a> and truly speaks to your audience. Additionally, you can tie the items into your overall marketing strategy<\/a> and the brand story you want to tell. So, here’s what can happen if promo products were built into the beginning of your event planning checklist:<\/p>\n The Brand: <\/strong>Facebook. What began as a singular conference, Web Summit<\/a> is now home to 20+ independent conferences\u2014each with its own stage, schedule, exhibition area, workshops, networking evening events and more.<\/p>\n The creaTIFF<\/a> conference track unites graphic designers and artists responsible for the design of the world\u2019s top institutions as well as globally recognized packaging, illustrations and products.<\/p>\n If Facebook were participating at creaTIFF and wanted to create some corporate gifts to appeal to this audience, designer Philip Yip had a great idea: A deck of UX design cards.<\/p>\n Similar in size to a deck of playing cards, each pack contains hex color value cards, persona images, navigation icons, etc. and would include subtle Facebook branding. Yip says the cards\u2019 appeal lies in the tactile way of finding design colors while providing a human and collaborative way of experimenting with different combinations.<\/p>\n \u201cA designer would use the cards any time they’re developing a new interface, or they could simply shuffle for a random color idea,\u201d he explains. \u201cThe tactile nature of real cards can enhance creativity by engaging other senses and forcing different types of thought. Subtle branding, high utility and fun of attacking a problem (color selection) from a different context would make a designer continue to use this product.\u201d<\/p>\n By focusing on being different from the competition, Yip found a way to design a product that\u2019s unlike any other. And this is why the idea works.<\/p>\n Duct Tape Marketing\u2019s Jantsch says that instead of trying to be better or exactly like your competitors, build a strategy around a simple way that your company is different from the pack.<\/p>\n \u201cBetter than the competition is the enemy of different than the competition, and different is where the money is!\u201d he says. \u201cCreating your own special way to treat customers, creating an experience that\u2019s unique or creating a totally new and frictionless way for people to get a result is how you stand out from the pack. It\u2019s how you create a difference that can\u2019t be easily copied, and it\u2019s how innovation comes to small business.\u201d<\/p>\n When designing giveaways for event marketers, have you ever talked about specifically designing products that are different from the competition? Would implementing this approach improve the promotional products designed for events?<\/p>\n Author Mehmet Murat Ildan said, \u201cBe different so that people can see you clearly amongst the crowds.\u201d We believe this applies to event gifts too. Because when event attendees leave the venue with their swag bags overflowing, you want your branded merchandise to be the one piece they see, keep, use and absolutely can\u2019t be without.<\/p>\n When swag recipients receive one of your promotional gifts, is it obvious that it came from you? What if the logo or branding were removed? Would it still be clear the promotional products were yours\u2026or could the item be from anyone\u2014including your competitors?<\/p>\n Generic promo products are just that. Generic. They don\u2019t stand out in a crowd. They don\u2019t completely tie into your brand story or marketing strategy. And there\u2019s no differentiation with what you\u2019re giving and what your competitors are giving \u2026 unless you create custom give aways that are unique to you.<\/p>\n In a world of crowded marketing messages, you need a vehicle that can deliver your story better than the competition. And common trade show giveaways aren\u2019t going to get the attention your brand desires.<\/p>\n Here\u2019s an example to put the concept into perspective. In the article The Commodity Sale Is Dead (And This Is Why)<\/a>, Matt Heinz<\/a> says:<\/p>\n \u201cProduce is a commodity, right? Apples, bananas, salad fixings. But you know as well as I that some markets get a reputation for better produce than others. Freshness, selection, custom order possibilities, etc. Price is a factor, sure. But it\u2019s one of many. <\/em>If you play the commodity game, it\u2019s just a race to the bottom purely on price. If you fail to differentiate, then you really are just like everyone else.\u201d<\/em><\/p><\/blockquote>\n While Heinz is speaking more about the products and services a company provides, the concept is also applicable to the merchandise you give. In fact, produce and promotional products just might have more in common with each other than you might think.<\/p>\n Have you ever received food gifts from Harry & David during the holidays? Their Royal Riviera Pears are legendary. First, the packaging is beautifully designed. You immediately know it\u2019s from H&D and can\u2019t wait to open it. Second, the product quality is excellent. The pears are soooooooo good!<\/p>\n At the core, the gift is simply produce. Just pears. You could go down to the corner market and get some. But you don\u2019t. Instead, you want to give an experience. The luxury pears that are priced at a premium deliver this experience.<\/p>\n Translate this to promotional products<\/a>. Choosing giveaways from the standard selection in a catalog or on a website is like going down to the corner market of branded commodities. If you want to create a meaningful and memorable experience for your target audience, designing custom promotional gifts is the only way to achieve that goal.<\/p>\n To prove this point, check this out:<\/p>\n The Brand: <\/strong>Adobe. It takes something special to impress attendees at Adobe MAX \u2013 The Creativity Conference<\/a>\u2014an awe-inspiring mashup of 9,000+ of the world\u2019s top creatives and best-in-the-business experts who come together to learn, share, create, connect and play. But designer Jen Pepper<\/a> was up for the task.<\/p>\n To create brand awareness via repeat product use after the event, Pepper designed an artist\u2019s tool set based on the iconic Adobe tools found in its software. The set includes an artist\u2019s quality magnifying glass, pencil, paint brush, ruler and fountain pen\u2014any or all of which could have an engraved logo.<\/p>\n \u201cDesigners who use these products have the idea of the pixel tools in their brains, so bringing them into the real world is a fun talking piece for their desk and studio when they return from MAX,\u201d Pepper says. \u201cThey are Adobe through and through.\u201d<\/p>\n By thinking custom and not commodity, Pepper created a product that incorporates good design<\/a> and brand DNA<\/a>, is strategic<\/a> and has a purpose<\/a> all while targeting a specific audience<\/a> and being different from the competition<\/a>. She incorporated the first six Laws Of Trade Show, Conference & Event Giveaways. And this is why the idea works.<\/p>\n So what do you think? What would happen if trade show giveaways weren\u2019t ordered straight out of a catalog and instead were crafted following these 12 Laws? How would incorporating good design and brand DNA, being strategic, having a purpose, targeting a specific audience and being different from the competition change your approach to designing promotional products for events?<\/p>\n German designer Dieter Rams said: \u201cGood design is making something intelligible and memorable. Great design is making something memorable and meaningful.\u201d<\/p>\n We\u2019re not gonna lie: Designing truly custom promotional products that are memorable and meaningful is hard work. It takes thought. Planning. Strategy. Maybe that\u2019s why so many opt for simply ordering branded merchandise out of a catalog. It\u2019s just easier.<\/p>\n But great brands didn\u2019t become great brands by taking the easy way out. No way. They fought their way to the top. And paid attention to all the little details (like promotional swag) in the process.<\/p>\n And you can too. By removing the limits of what promo products are offered in catalogs and forgetting the commodity mindset, you can tap your inner creativity to design promotional gifts that deliver a remarkable experience. One your customers will stand in line for and share with their friends on social media. Isn\u2019t that what you want from your promotions?<\/p>\n Personalization. It\u2019s not new to marketing. For years, salespeople have known that people psychologically respond to hearing or seeing their own names. From a digital perspective, Amazon has perfected the personalized shopping experience with its algorithms that predict what additional items you might like.<\/p>\n One aspect of personalization that isn\u2019t discussed much, however, is with conference & event giveaways. Most promotional products are decorated with a company name and logo to be distributed en masse. And this can work brilliantly when you have a goal of building brand awareness to a large group of people.<\/p>\n But when you want to make a big impact with a small group of customers or prospects, then it\u2019s time to get personal.<\/p>\n The underlying purpose of giving any promotional product is for recipients to love the gift so much that they keep it and use it\u2014repeatedly seeing your logo (and subconsciously building brand recognition) in the process. It\u2019s understood that the item must be useful and valuable to your target audience. One way to increase value is simple: Add the recipient\u2019s name.<\/p>\n Put yourself in the recipient\u2019s shoes: If something has your name on it, you are much more likely to keep it. And in the event you have a similar product, the one with your name makes it 100% unique to you, increasing the likelihood that it will be kept and used over the other items.<\/p>\n So if you have the opportunity to create promotional products with recipients\u2019 names, such as for a VIPs at an event, then it would be marketing magic to create personalized swag. Right? Check it:<\/p>\n The Brand: <\/b>Uber. With the major advancements in autonomous vehicles, connected cars and the Internet of Things (IoT), Web Summit \u2013 AutoTech<\/a> is the place to join the revolution redefining how we interact with everyday products. At the Summit, leaders will share their ideas on how the world is adapting to the new wave of products allowing us remote control over all aspects of our lives.<\/p>\n Saying this group is \u201ctech-savvy\u201d is a major understatement. So while trade show giveaways that incorporate technology would certainly interest this group, not any ole tech product will do.<\/p>\n To appeal to this upper echelon, it makes sense to tap into the impact this connected IoT age will have on our lives. Designing a luggage tag that not only allows for live tracking of the device but is also personalized with the recipient\u2019s name makes for a functional accessory that won\u2019t soon be forgotten.<\/p>\n This kind of connected device embodies IoT and Uber\u2019s philosophy of combining bits and atoms, making it a perfect tie-in to the Uber brand. Uber is technology that moves physical things from one place to another, be it people, packages or your lunch. The connected luggage tag expands on this idea allowing recipients to track their luggage as they travel the world.<\/p>\n Why does this idea work? People like the sound of their own name, and they like seeing it in print. It\u2019s human nature. So when it\u2019s on swag, the product is more likely to be kept and used\u2014reinforcing the brand connection.<\/p>\n Of course, personalized marketing is about more than just knowing someone\u2019s name, geography or some other generic segmentation attributes. \u201cIt is about delivering the right message, at the right time, in the right channel and with the right offer that resonates with the recipient,\u201d says Tony Gray<\/a>, senior director of the North American professional services at Webtrends. \u201cIt\u2019s also an effort where results can be easily measured and evaluated. We call this contextual personalization. Using contextual personalization, companies have the opportunity to create customer messaging and experiences that are not just relevant, but appreciated.\u201d<\/p>\n So while the focus of this article is on incorporating a recipient\u2019s name on a promotional product, the underlying context is to do so in conjunction with the right message, at the right time, in the right channel in a way that resonates with recipients in meaningful way.<\/p>\n That\u2019s why our goal\u2014creating truly custom promotional products that fit brands like a glove by baking in the DNA of the brand + audience + event\u2014is so important to changing the perceptions of what can be accomplished with branded merchandise.<\/p>\n How does personalization impact the way promotional products are designed? Would receiving personalized gifts make a bigger impact on you? Would you appreciate the gesture, and would you think more highly of the advertiser?<\/p>\n Seth Godin said, “Anticipated, personal and relevant advertising always does better than unsolicited junk.” We couldn\u2019t agree more.<\/p>\n Event attendees know there will be a plethora of merch to be had. And while some of it will be anticipation-worthy, most, sadly, will not be. But this is where you have an opportunity.<\/p>\n What if the give aways at your event is so rad that your fans can\u2019t wait to attend just to see what you do next? What if you were able to personalize this swag to make an even bigger impact? And what if you could deliver such a relevant item that recipients would stand in line for it, share it on social media and use it often at home?<\/p>\n That\u2019s the sweet spot where marketing magic happens. It\u2019s not easy. If it were, then everyone would be doing it. But then again, you\u2019re not everyone.<\/p>\n Packaging. It\u2019s often taken for granted as merely something that protects a product during transit and stacks nicely on store shelves. Yes, it\u2019s functional. But it does so much more.<\/p>\n Packaging is what consumers see before they actually get to the product. It must present the brand\u2019s message so convincingly that buyers select this product over all others.<\/p>\n While this brand messaging is often conveyed through words, it can also be communicated through colors and the shape of the packaging. Think about Tiffany\u2019s, known worldwide for its signature blue boxes.<\/p>\n It was Charles Lewis Tiffany who mandated that the coveted boxes could only be acquired with a Tiffany purchase. As reported by the New York Sun<\/em> in 1906, \u201cTiffany has one thing in stock that you cannot buy of him for as much money as you may offer, he will only give it to you. And that is one of his boxes.\u201d Tiffany Blue Boxes make hearts beat faster and epitomize Tiffany\u2019s great heritage of elegance, exclusivity and flawless craftsmanship.<\/p>\n Mr. Tiffany understood the power of giving a product as a gift. And you know this power, too.<\/p>\n When it\u2019s your friend\u2019s birthday, do you simply hand him or her a gift with a \u201chere ya go\u201d attitude? Of course not. You wrap the item in tissue and package it in a gift bag or a box. You add a bow and a card. You include these little extras because you want them to feel special. You know the presentation of the gift can mean as much as what\u2019s inside.<\/p>\n Need more proof? Check out this video<\/a> when a three-year-old girl receives a paper clip as a gift from her mom who was doing an experiment to see if she could make any everyday item become special. It\u2019s packaged in a pretty gift box, and the little girl\u2019s eyes light up when she receives it. The presentation was so special that she knew whatever was inside must be special too.<\/p>\n The importance of packaging is so clearly demonstrated with consumer purchases and occasions for gift giving. Why, then, is presentation so often dismissed or forgotten when it comes to B2B?<\/p>\n Case in point: How many times have you been to an event where a company representative reaches into a brown craft box, grabs the promotional item and hands it out? What kind of impression does this give? How does it make you feel as a recipient? Even the coolest product loses appeal when very little thought is given to presentation.<\/p>\n Flip this scenario around: What if you were at an event where a company gives promotional gifts that are packaged in an attractive gift box. It could be the very same item distributed en masse in the above example, but the presentation makes you feel different as a recipient.<\/p>\n So why not take a hint from Tiffany\u2019s signature blue box and create a packaging plan to complement the promotional gifts you give? How would this change the perception of traditional promo products?<\/p>\n To find out, check this out:<\/p>\n The Brand: <\/strong>Dropbox. The mobile industry continues to be characterized by high levels of growth and opportunity, and as the industry becomes more dynamic, the opportunities within it increase in equal amount, as do the challenges. Looking toward a future with such an enormous scope requires a massive annual gathering: The GSMA Mobile World Congress<\/a>.<\/p>\n The four-day event includes exhibitions\u2014with everything from virtual reality, new handsets and ingenious app ideas to 3D printing, privacy protection and backend solutions\u2014as well as hundreds of speakers from consumer brands, mobile organizations, mobile operators and industries touched by the mobile market such as advertising, banking, health, NGOs, entertainment and education. Additionally, industry partners provide events, user conferences, trainings and forums covering many topics in the mobile ecosystem, from advertising, banking and gaming to health, education and media.<\/p>\n With 100,00+ attendees and 2,200+ exhibitors, how do you stand out among the mobile industry\u2019s most influential brands? With a great message\u2026and a little help from promotional products.<\/p>\n Data security is a significant issue for any company, and Dropbox is all about ease and security of data access. If Dropbox attended Mobile World Congress, it could use a secure USB flash drive packaged in a custom gift box that not only protects the drive but also furthers brand messaging with its design.<\/p>\n CIOs are busy and have sensitive data that they need to access across devices and locations. A compact Dropbox branded USB dongle could be created to auto-configure to a Dropbox account when first plugged in, acting as a two-factor authentication device.<\/p>\n With increased security from the two-factor authentication provided by the dongle as well as the automatic connection (with password prompt) provided when plugged into any computer, this device is very convenient for security and time-saving file access.<\/p>\n Why does this idea work? The flash drive is useful and the dual authentication makes it even more functionally secure. But the packaging is what sets it apart and makes it feel like a gift.<\/p>\n \u201cPackaging is powerful because it tells consumers why your product and brand are different,\u201d says Joshua Conran in the Inc.<\/em> article Why Your Product’s Packaging Is As Important As The Product Itself<\/a>.<\/p>\n While the article is written for retail packaging, the principles apply equally to creating packaging around promotional gifts. His tips for designing packaging that makes an impact:<\/p>\n \u201cRemember, your product\u2019s packaging is meant to communicate a purpose: What your brand stands for and what it means for your customer,\u201d he says. \u201cDon\u2019t miss this opportunity to create a lasting impression in the minds of your customers.\u201d Read Conran\u2019s entire article here<\/a>.<\/p>\n How does packaging impact the way promotional products are designed and distributed? Would receiving a giveaway that is presented as a gift make a bigger impact on you? Would you appreciate the gesture, and would you think more highly of the advertiser?<\/p>\n The Roman philosopher Lucius Annaeus Seneca said: \u201cA gift consists not in what is done or given, but in the intention of the giver or doer.\u201d<\/p>\n Instead of thinking of branded merchandise as solely a marketing tool, perhaps it\u2019s wise to consider the implications of using trade show giveaways as gifts. Rather than pushing advertising messages on an audience, pulling them into your brand\u2019s world has a much different\u2014and more appealing\u2014experience.<\/p>\n Events are all about experiences. No matter what form they take\u2014from conventions and trade shows to education summits, festivals and pop-up shops\u2014events give brands a way to personally reach their target audience<\/a> in a way no other marketing tactic can.<\/p>\n According to EventsEye<\/a>, there are 10,867 trade shows, exhibitions, conferences and business events worldwide\u2014and this number continues to grow. With more competition to reach attendees combined with increased attendee expectations and sophistication, event producers have to be better at creating an amazing experience than ever before.<\/p>\n \u201cGreat marketing used to be about what you say to people,\u201d says Kevin Jackson<\/a>, director of ideas and innovation for The Experience Is The Marketing. \u201cNow it\u2019s about what you do for people. Giving customers a great event experience with compelling, entertaining and informative content acts as a product differentiator and shows that you understand your audience, are keen to build an emotional relationship with them and add value to their lives. The connection between \u2018brand\u2019 and \u2018consumer\u2019 is becoming stronger.\u201d<\/p>\n Branded merchandise is a natural accompaniment to events because promotional products engage the five senses to create an experience of their own. But there\u2019s talk within the #eventprofs community about skipping event marketing giveaways altogether to focus funds on the experience.<\/p>\n In the article Give Attendees Experiences, Not Things<\/a>, Adrian Segar writes:<\/p>\n \u201cBranded pens, tee shirts, mugs, tote bags, water bottles and other tchotchkes are scattered around my home, piled on shelves, and eventually consigned to oblivion without a thought. Yes, it\u2019s hard to attend a typical conference and not walk away with schwag. All these promotional \u2018things\u2019 cost organizers and sponsors significant money. Is this the best way to spend money on attendees? I\u2019d argue that giving relevant, immersive, interactive experiences instead of presents leads to superior long-term outcomes for both participants and conference stakeholders.\u201d<\/em><\/p><\/blockquote>\n Segar isn\u2019t entirely wrong. If the items are generic, commodity products that don\u2019t embrace the DNA of the brand<\/a> and are given without a strategy<\/a>, then what\u2019s the point? Giving away products simply for the sake of having something to give away isn\u2019t a smart use of resources. And this can ultimately have a negative effect on a brand, especially if the items are of substandard quality and\/or conflict with what the brand stands for.<\/p>\n We believe giveaways at trade shows, conferences & events should be reinvented\u2014from the initial design<\/a> right down to how it is presented<\/a> to recipients. So check this out:<\/p>\n The Brand: <\/strong>Twitter. How will we consume and create content in 10 years\u2019, five years\u2019 or even a year\u2019s time? Web Summit \u2013 ContentMakers<\/a> connects the world\u2019s largest media and entertainment companies with disruptive new brands, platforms, investors and creators, giving them a platform to ask these hard questions.<\/p>\n Web Summit\u2019s size (21 conferences under one roof) and number of attendees (53,000+) make it quite the experience just by sheer numbers alone. So how can brands contribute to the overall experience while creating a unique experience of their own?<\/p>\n Event attendees love to document their experience, so it\u2019s no surprise that photo-based activities<\/a> are on the rise. While digital pics give instant gratification, they also end up in a digital abyss often never to be seen again. So what if you could capture the experience instantly AND have something tangible as a memento?<\/p>\n The lifespan of a tweet<\/a> is only 18 minutes. But there are some that you wish you could capture a bit more permanently\u2014perhaps the witty quip that was retweeted by a celeb or maybe the one with the photo of your BFFs.<\/p>\n If Twitter were to attend Web Summit, it could create an interactive printed tweet station where attendees could literally print and frame their fave 140 characters.<\/p>\n The Tweet Printer is a small camera-sized printer with a display that allows users to print out a tweet like an instant camera. It is connected to a mobile device, and from this device a tweet could be selected from the user\u2019s own feed or from another user\u2019s feed. The tweet selected could be anything funny, interesting or nostalgic that the user might want to display at home or in the office.<\/p>\n The printer prints out on ZINK sticker paper (as used in many popular \u201cinstant\u201d type photo cameras). If the tweet includes an image, the photo would be used as the background for the tweet. Once printed, the pic would be packaged in a laser cut frame for durability and ease of transport.<\/p>\n This idea works because printing tweets is a fun and interesting way to grab the attention of content marketers, drawing them into the Twitter booth so they can mingle with Twitter staff. The interactive nature of the camera sparks conversations about effective social media marketing as well as creates a fun and new way for people who use social media marketing every day to interact with Twitter. It creates an experience in the booth, which translates to positive memories every time attendees look at their framed tweets.<\/p>\n Once an event is over, you may not remember every speaker you hear, or what hors d\u2019oeuvres were served or what booths you visited. But you will remember how you felt about the overall experience. Tapping into those feeling is what turns an average event into an amazing one. And it all starts with planning.<\/p>\n \u201cThe difference between good and freaking awesome events is in the planning,\u201d says Julius Solaris, editor of EventManagerBlog.com, in the article 5 Feelings That Make The Event Magic Happen<\/a>. \u201cEvent planning is seen by the outside world as a mechanical process for control freaks and coffee addicts. But reducing event planning to a mechanical exercise that just requires budgeting, team control and crisis management usually results in mediocrity. Well-planned events that are simply boring. It\u2019s feelings that make events outstanding. While feelings are almost always the result of co-creation and interaction in the event setting, we can incorporate them into the event planning process to make our audience have superbly engaging experiences.\u201d<\/p>\n While the focus of Solaris\u2019 article is more about logistics and overall event dynamics, his comments apply to event gifts as well.<\/p>\n For some reason, selecting promo mechandise is often put off (or flat forgotten) until the last minute. Then there\u2019s a panicked \u201cI must have some kind of giveaway!\u201d moment, and a quick product search in a catalog or online ensues.<\/p>\n But this late in the process, strategy is forgone and you must settle for what\u2019s available in a rush. And this typically means a generic product picked out of a catalog. No design. No alignment with brand DNA. And no emotions to tap into to create a sincere experience.<\/p>\n By incorporating corporate gifts early into your event planning checklist, you can design products that have the specific purpose of evoking an emotional response that complements the overall experience you want to create.<\/p>\n How does creating an experience impact the way promotional products are designed and used at events? How does this approach improve conference swag?<\/p>\n Creating really special give aways that recipients will keep and use facilitates how they remember the great event experience and strengthens the overall brand connection.<\/p>\n Solaris says, \u201cEmotion without planning is a missed opportunity, so always use emotions as the great condiment of a perfectly planned event.\u201d Sounds delicious to us.<\/p>\n Buzzworthy. Shareable. Viral. Qualities so desired by event managers that they\u2019ll work all year long to create an experience<\/a> so interesting, so captivating, so significant that attendees are compelled to share their opinions about it before, during and after the event.<\/p>\n It\u2019s a monumental task, one where much attention is spent on food and bev, logistics, keynote speakers, education forums and networking parties. Rightfully so. All of these attributes go into creating the collective \u201cevent experience.\u201d<\/p>\n But what typically isn\u2019t in this strategic conversation?<\/p>\n Trade show giveaways.<\/p>\n We\u2019ve talked throughout these 12 Laws about how give aways for tradeshow events is often an afterthought. With mere weeks before an event, there\u2019s often a panicked \u201cI must have some kind of giveaway!\u201d moment, and a quick product search in a catalog or online ensues.<\/p>\n But this late in the process, strategy<\/a> is forgone and you must settle for what\u2019s available in a rush. And this typically means a generic product picked out of a catalog. No design<\/a>. No alignment with brand DNA<\/a>. And no emotions to tap into to create a sincere experience.<\/p>\n But by incorporating promotional gifts early into your event planning checklist, you can design products that have the specific purpose<\/a> of enhancing the event experience<\/a> so that attendees not only share your event socially but they include the promotional products in their social shares, creating an even stronger bond with your brand.<\/p>\n Can giveaways really help create buzz during events? To find out, check this out:<\/p>\n The Brand: <\/strong>Amazon. Robotic droids are a hot topic. Hot! Whether you like Transformers, Star Wars<\/em> droids like the new BB-8 or the real-life robot Wally<\/a> that delivers food and bev to guests at the Residence Inn, robots being integrated into our lives is no longer science fiction.<\/p>\n So what better way to get some social buzz at Amazon Web Services re:Invent<\/a> than to tap into the trend with promotional robot kits made with high precison laser cutting<\/a> tech.<\/p>\n AWS re:Invent is a global customer and partner conference that gives small businesses access to tools previously only available to big companies. They do the hard work and help you scale your business. It’s kinda like having your own personal droids.<\/p>\n To showcase this theme, the laser cut robot kits would be displayed in the tradeshow booth to get the conversation started. Imagery of a cloud galaxy far, far away could be used to set the scene.<\/p>\n Fun marketing copy could be created to further the messaging:<\/p>\n Say hello to EC3, S3 & RDS. These are the AWS droids you’re looking for. Tweet what you’ll do with your favorite droid using #AWSdroids & we’ll send him to you.<\/em><\/p>\n This idea works for a number of reasons. First, it taps into the popularity of droids featured in movies such as Star Wars<\/em> as well as the real conversations people are having about the future of AI<\/a>.<\/p>\n Second, it creates conversation at the event\u2014both online and in person. People see other people\u2019s tweets and want to get in on the action. Using a hashtag such as #AWSdroids helps track these conversations and gives the opportunity for on-site interaction with attendees who are tweeting.<\/p>\n Third, offering to send the laser cut robot kits is useful in lead generation (must have address to mail) plus it eliminates an inventory issue of stocking the kits in the booth and frees up tradeshow staff to talk to customers about their business instead of managing the kit giveaway process.<\/p>\n How can you keep attendees engaged before, during and after the event? With some damn good planning\u2014and the right giveaways.<\/p>\n Did you know that almost equal numbers of attendees and wishful attendees talk about the event in the days and weeks prior? Yep. It\u2019s true.<\/p>\n In fact, Buffer did a year-long study<\/a> of more than 25 million social media posts from 50 of the most popular events\u2014everything from music festivals to endurance races\u2014and learned that 40% of social posts occur pre-event and 42% happen on site. So it\u2019s just as important to get social prior to the event as during it.<\/p>\n How can you incorporate promotional products into your social media marketing to generate this kind of buzz? Some ideas:<\/p>\n In the pre-show planning stages, narrow down your promo gift choices and ask attendees which one they\u2019d most like to receive at the event. Not only does this start conversation around the event, but it also gives you important insight into what branded merchandise will be successful. Learn how with this Twitter poll tutorial<\/a>.<\/p>\n Once you determine the kind of swag you\u2019ll use, start hinting at what it could be. Take close-up photos that just show a portion of the item and ask attendees to guess what it is. Give hints about size, color, function, etc. Have fun with it! Retweet people\u2019s guesses and ask others if they think the guess is correct. When someone does guess correctly, give them a big social shout out and show the product in full. You could even give an iTunes gift card to the winner as added thanks for playing along.<\/p>\n The Buffer study found that anticipation and excitement accounted for 14 percent of the total posts shared on social media about events\u2014the largest single percentage among any type of pre-event tweet or post. \u201cSharing behind-the-scenes pics and stories well before the event begins is a great way to boost conversation and engagement,\u201d writes Rachel Grate in the Buffer article Event Marketing 101: How To Keep Attendees Engaged Before, During And After Your Event<\/a>. \u201cThese brief glimpses can help make a personal connection with possible attendees. By producing the type of content that event enthusiasts are already posting, you can join and help shape the online conversation.\u201d<\/p>\n Once at the event, use a photo booth to help attendees share their event experience. Encourage them to include your goodies in the snaps and have fun. Also add a branded banner to the bottom of the photos to make them special to that event.<\/p>\n After the event, have a contest for the best photo showing your corporate gifts back in the real world. Narrow down the contenders and have your audience vote on the winner\u2014and then give them something special.<\/p>\n Can using giveaways strategically create buzz around your event participation? With creating buzz as a goal, will you change how your swag is designed?<\/p>\n \u201cThere are lots of reasons that things go viral,\u201d says Kala Linck<\/a>, community and content manager at Duct Tape Marketing. \u201cMore often than not, viral content pulls an emotion out of the reader or viewer. Making sure your content is relevant, refutable and\/or relatable is a good way to start inviting those emotions that will make people want to share your content.\u201d<\/p>\n The beauty of promotional products is that they can tie into these emotions. You have the opportunity to create that little something special to make the event\u2014and the promotional gifts\u2014uniquely you. Something unexpected. Something your attendees haven\u2019t seen before\u2026but would love to have. Something that gets people talking. Buzzing. Who wouldn\u2019t want to share that?<\/p>\n Enjoy the process.<\/p>\n Mark Twain said: \u201cFind a job you enjoy doing, and you will never have to work a day in your life.\u201d<\/p>\n Of course this doesn\u2019t mean every day will be filled with rainbows and unicorns, but Twain was on to something regarding happiness at work.<\/p>\n In fact, a research study by the University of Warwick<\/a> found that productivity grew by 12% on average when employees were happy in their jobs. Conversely, productivity dropped by 10% when employees were unhappy.<\/p>\n Andrew Oswald, Eugenio Proto and Daniel Sgroi from the Department of Economics at the University of Warwick led the research.<\/p>\n \u201cCompanies like Google have invested more in employee support, and employee satisfaction has risen as a result. For Google, it rose by 37%; they know what they are talking about,\u201d says Oswald<\/a>.<\/p>\n Sgroi notes the driving force seems to be that \u201chappier workers use the time they have more effectively, increasing the pace at which they can work without sacrificing quality.\u201d<\/p>\n This research supports what Shawn Achor, author of The Happiness Advantage<\/i>, has learned. He says<\/a> that when a person feels positive, the brain works better. Individuals are more creative and are better at solving problems.<\/p>\n Additional research shows<\/a> that when team members are happy at work, they are better collaborators, work to common goals and are more innovative.<\/p>\n Creativity, innovation, collaboration, problem solving and working toward common goals are all critical components when designing events\u2014and the marketing gifts used to support them.<\/p>\n What\u2019s the point of giving away branded merchandise at an event? There are potentially many goals. Most often, it is to create brand awareness, strengthen brand recognition and loyalty, and generate buzz. These things are far easier to achieve when the products are fun and are so totally engrained in your brand\u2019s DNA<\/a> that no other company could possible have given away something so memorable and meaningful.<\/p>\n Being able to incorporate fun and actually enjoy the process of designing custom swag for events<\/a> means that promotional products selection can\u2019t be put off until the end of the process. No way. It must be part of the strategic<\/a> conversations from the beginning.<\/p>\n While there\u2019s nothing inherently wrong with giving away a pen or coffee mug, you\u2019d have to do something really spectacular to make these ordinary items stand out amongst everything else vying for attention at an event.<\/p>\n Case in point: Which would you rather receive?<\/p>\n We\u2019re betting you chose the latter every time.<\/p>\n And these are just a few of the ideas we\u2019ve designed throughout these 12 Laws. While each of these potential products has their own purpose<\/a> and target audience<\/a>, there is a commonality: Fun!<\/p>\n So without further ado, check out our final (fun) product idea:<\/p>\n The Brand: <\/b>Google. Google I\/O, the annual developer festival, gives attendees the opportunity for hands-on learning, technical talks and a chance to hear more about Google\u2019s latest developer products. And it\u2019s the perfect place to debut custom trade show giveaways that will get software developers talking: A kitset drone kit.<\/p>\n Google has been exploring drone projects such as Project Wing<\/a> as far back as 2014. Since the patent has finally been granted, the project could potentially take launch in 2017. A kitset drone giveaway dovetails perfectly into Google\u2019s ongoing projects in a fun way while educating and challenging developers to push them further. And by bringing awareness to something large Google is working to develop, it facilitates further use of Google\u2019s product lines.<\/p>\n This kind of event give away works because a kitset drone kit combines technology and fun. Plus, it provides a hands-on experience for software developers to assemble and program the drone to further enhance the connection between attendees and advertiser post-event.<\/p>\n Drones are the hot new technology. It\u2019s kind of like owning computer in the late \u201980s early \u201990s. Google is a brand that\u2019s always pursuing the leading edge of technology, and this custom conference swag idea encapsulates that.<\/p>\n So if your brain works significantly better when you\u2019re positive, it makes sense to cultivate happiness and enjoyment in the workplace. \u201cWe found that optimism is the greatest predictor of entrepreneurial success because it allows your brain to perceive more possibilities,” says Achor<\/a>.<\/p>\n While Achor is making the correlation on a macro level between happiness and entrepreneurial success, we\u2019d like to posit that this stands true on the micro level between happiness and event success. And even more to the point: Happiness and event giveaway success.<\/p>\n The more possibilities your brain can perceive, the more open you are to creating branded merchandise that no one has ever seen before. And the more you can enhance the overall event experience<\/a>.<\/p>\n Can incorporating fun into the promotional products<\/a> design process make it more enjoyable\u2014not only for you but also for the recipients of the give aways you create? Will cultivating overall happiness in the workplace result in more creative, unique and special products? How can having happy employees complement everything you do to build an amazing event experience?<\/p>\n Many people think that success brings happiness. But Achor says<\/a> the lab-validated truth is that happiness brings more success. To make it happen, he recommends reversing the happiness and success formula.<\/p>\n \u201cWe think if we work harder and achieve some entrepreneurial goal, then we’ll be happier,\u201d he says. \u201cBut the research is clear that every time you have a success, your brain changes what success means. So for you and for your team, if happiness is on the opposite side of success, you’ll never get there.\u201d<\/p>\n Instead, he says to increase your levels of happiness in the midst of a challenge. In our case, in the midst of planning an event or in the midst designing a custom promotional product to support this event. Only then will we find that all of our success rates rise dramatically. And every business outcomes improves.<\/p>\n So what did we learn from the taking on this challenge? A lot.<\/p>\n To create swag that is truly special takes strategy. You must have a firm grip on your brand message and how it can be brought to life through a product. You must understand your audience, their needs, wants, desires. Their pain points. How your brand can address their issues. And how your brand messaging can attract\u2014and hold\u2014their attention.<\/p>\n Creating custom giveaways means starting with a blank piece of paper, which can be both a blessing and a curse. You can do anything, but you must start somewhere. Many designers and event managers don\u2019t get past this point and give in to the ease of selecting stock products.<\/p>\n The key to being able to create custom event giveways is starting early. Unfortunately, selecting event swag is often put off (or flat forgotten) until the last minute. Panic ensues when it is realized that \u201cWe must have some kind of giveaway!\u201d<\/p>\n But this late in the process, strategy is forgone and you must settle for what\u2019s available in a rush. And this typically means going back to a generic product picked out of a catalog. No design. No alignment with brand DNA. So boring!<\/p>\n To make trade show giveaways fit the principles discussed in the 12 Laws, you must allow ample time and include it in the beginning of the event planning process.<\/p>\n Seth Godin said, \u201cAnticipated, personal and relevant advertising always does better than unsolicited junk.\u201d We couldn\u2019t agree more.<\/p>\n Event attendees know there will always be a plethora of promo gifts to be had. And while some of it will be anticipation-worthy, most, sadly, will not be. But this is where you have an opportunity.<\/p>\n What if your meeting giveaways are so out there that your fans can\u2019t wait to attend just to see what you do next? What if you could deliver such a relevant item that recipients would stand in line for it, share it on social media and use it often at home?<\/p>\n That\u2019s the sweet spot where marketing magic happens. And this payoff is sooooo worth it.<\/p>\n Our goal throughout this process was to create a new breed of promotional products that completely reinvents how you market your brand at events\u2014from tradeshows and conventions to sales meetings, educational conferences, pop-up events and everything in between.<\/p>\n We knew in our heart that there must be a better way than browsing catalogs and websites for stock swag.\u00a0To really do brands and the events they host, sponsor or attend justice,\u00a0the branded merchandise needed to be special. Customized. Designed so that the products fit a brand like a glove by baking in the DNA of the brand + audience + event.<\/p>\n To revisit any of the laws for a second (or tenth!) look, here are the links to each one:<\/p>\n Law 1: Incorporate Good Design \u2013 With An Idea For Apple<\/a> Did we hit the mark?<\/p>\n Let\u2019s get the conversation started. We\u2019d love your feedback in the comments below. Also let us know what promotional products you\u2019ve received that have really made you say \u201cWOW!\u201d Got ideas on what trade show giveaways you\u2019ve never seen but would love to receive? Let us know that, too.<\/p>\n Ultimately, we wanted to show promotional products for designers, engineers and brand\/event marketers at brands, businesses and agencies to aspire to when marketing yourselves at events. Hopefully it inspired you. And maybe, just maybe, it will spark a movement.<\/p>\n SaveSave<\/span><\/span><\/p>\n SaveSave<\/span><\/span><\/p>\n SaveSave<\/span><\/span><\/p>\n SaveSave<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<\/p>\n Trade Show Giveaways For Brands & Agencies<\/p>\n As a graphic designer, you know great design is more than logo placement and text layout. So much more. So it comes as no surprise that this applies to trade show giveaways too.<\/p>\n Shapes, colors, proximity, similarity and continuity must all be considered. The arrangement of these visuals must convey a specific message while supporting any text. The tone must align with company values and image.<\/p>\n","protected":false},"author":58,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,5796],"tags":[],"class_list":["post-55510","post","type-post","status-publish","format-standard","hentry","category-business-tips","category-design-ideas"],"yoast_head":"\nMarketing Giveaways For Tradeshow Events: Just Follow The Laws<\/h3>\n
\nLaw 2: Align With Brand DNA \u2013 With An Idea For Netflix
\n<\/a>Law 3: Be Strategic \u2013 With An Idea For Pinterest
\n<\/a>Law 4: Have A Goal & Purpose \u2013 With An Idea For Microsoft
\n<\/a>Law 5: Target A Specific Audience \u2013 With An Idea For Airbnb
\n<\/a>Law 6: Be Different From Competitors \u2013 With An Idea For Facebook
\n<\/a>Law 7: Think Custom, Not Commodity \u2013 With An Idea For Adobe
\n<\/a>Law 8: Add Personalization \u2013 With An Idea For Uber
\n<\/a>Law 9: Don\u2019t Forget Presentation \u2013 With An Idea For Dropbox
\n<\/a>Law 10: Enhance The Event Experience \u2013 With An Idea For Twitter
\n<\/a>Law 11: Add Pizzazz & Make It Shareable \u2013 With An Idea For Amazon
\n<\/a>Law 12: Have Fun & Enjoy The Process \u2013 With An Idea For Google<\/a><\/p>\nLaw 1: Incorporate Good Design. An Idea For Apple.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/06\/Law-1-Incorporate-Good-Design-Featured-1024x705.png\")
<\/p>\nWhat Would Happen If You Put Design First?<\/h3>\n
Incorporating Design Into Event Marketing<\/h3>\n
Trade Show Giveaways Idea: Apple #InCommand Earrings<\/h4>\n
\nThe Event: <\/strong>Anita Borg Institute\u2019s Grace Hopper Celebration (GHC) of Women In Computing Conference.
\nThe Audience: <\/strong>Women technologists from 63 countries.
\nThe Marketing Goal: <\/strong>Create word-of-mouth on social media during the event as well as build brand awareness via repeat product exposure and use after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/06\/Apple-In-Command-Earrings-1024x683.png\")
<\/p>\nDesigning Promotional Products For Event Success<\/h3>\n
Law 2: Align With Brand DNA. An Idea For Netflix.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/07\/Law-2-Align-With-Brand-DNA-Featured-1024x705.png\")
<\/p>\nDesigning Brand DNA Into Promotional Products<\/h3>\n
Trade Show Giveaways Idea: Netflix Date Night Kit<\/h4>\n
\nThe Event: <\/b>International Consumer Electronics Show (CES).
\nThe Audience: <\/b>Entertainment executives.
\nThe Marketing Goal: <\/b>Create word-of-mouth and boost booth visitors during the event, as well as build brand awareness via repeat product exposure and use after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/07\/Netflix-Date-Night-Kit-1024x704.jpg\")
<\/p>\nEvent Success Is Designed<\/h3>\n
Law 3: Be Strategic. An Idea For Pinterest.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/07\/Law-3-Be-Stragegic-Featured-1024x704.png\")
<\/p>\nStrategically Using Design Thinking For Event Swag<\/h3>\n
Trade Show Giveaways Idea: Pinterest Push Pins<\/h4>\n
\nThe Event: <\/strong>O’Reilly Design Conference.
\nThe Audience: <\/strong>UX and UI designers.
\nThe Marketing Goal: <\/strong>Build brand awareness via repeat product exposure and use after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/07\/Pinterest-Push-Pins-1-1024x704.jpg\")
<\/p>\nBeing Strategic With Design And Event Swag Creates Stronger Connections<\/h3>\n
Law 4: Have A Purpose. An Idea For Microsoft.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/08\/Law-4-Have-A-Goal-Featured-1024x704.png\")
<\/p>\nDefining Your Purpose<\/h3>\n
Applying Purpose To Promotional Products<\/h3>\n
Trade Show Giveaways Idea: Microsoft Binoculars + Gift Box<\/h4>\n
\nThe Event: <\/b>Strata + Hadroop World.
\nThe Audience: <\/b>CTOs.
\nThe Marketing Goal: <\/b>VIP Customer Gift.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/08\/Microsoft-Binoculars-1024x704.jpg\")
<\/p>\nHaving A Purpose Simplifies The Process<\/h3>\n
Law 5: Target An Audience. An Idea For Airbnb.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/10\/Law-5-Target-A-Specific-Audience-1024x704.png\")
<\/p>\nTargeting Your Audience: What It Really Means<\/h3>\n
Event Swag Needs A Target Audience, Too<\/h3>\n
Trade Show Giveaways: Airbnb Superhost Mini Chalkboard<\/h4>\n
\nThe Event: <\/strong>Airbnb Open LA.
\nThe Audience: <\/strong>Hosts from 100 countries.
\nThe Marketing Goal: <\/strong>Build brand awareness via repeat product exposure and use after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/10\/Airbnb-Chalkboard-1024x704.jpg\")
<\/p>\nDefining A Target Audience Gives Your Event Clarity<\/h3>\n
Law 6: Be Different. An Idea For Facebook.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/10\/Law-6-Be-Different-1024x704.png\")
<\/p>\nDesigning Event Swag Different From Competitors<\/h3>\n
Trade Show Giveaways: Facebook Hex Value Color Cards<\/h4>\n
\nThe Event: <\/strong>Web Summit \u2013 creaTIFF.
\nThe Audience: <\/strong>UX Designers.
\nThe Marketing Goal: <\/strong>Create brand awareness via repeat product use after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/10\/Facebook-Hex-Cards-1-1024x704.jpg\")
<\/p>\nBeing Different Is Good<\/h3>\n
Law 7: Custom, Not Commodity. An Idea For Adobe.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/10\/Law-7-Think-Custom-1024x704.png\")
<\/p>\nCustom Promotional Products Beat Commodity Items Every Time<\/h3>\n
Trade Show Giveaways Idea: Adobe Iconic Toolset<\/h4>\n
\nThe Event: <\/strong>Adobe MAX \u2013 The Creativity Conference.
\nThe Audience: <\/strong>Graphic designers.
\nThe Marketing Goal: <\/strong>Build brand awareness via repeat product exposure and use after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/10\/Adobe-Artist-Tools-Set-1024x704.jpg\")
<\/p>\nCustom Design: Creating Memorable & Meaningful Swag<\/h3>\n
Law 8: Add Personalization. An Idea For Uber.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/Law-8-Personalization@0.5x-1024x704.png\")
<\/p>\nWhat\u2019s In A Name: Making Swag More Personal<\/h3>\n
Trade Show Giveaways Idea: Uber Luggage Tag<\/h4>\n
\nThe Event: <\/b>Web Summit \u2013 AutoTech.
\nThe Audience: <\/b>IoT executives.
\nThe Marketing Goal: <\/b>Create a more loyal relationship between the brand and VIP customers.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/uber-1024x704.jpg\")
<\/p>\nPersonalization: The Bigger Picture<\/h3>\n
Law 9: Don’t Forget Presentation. An Idea For Dropbox.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/Law-9-Presentation-1024x704.png\")
<\/p>\nThe Power Of Packaging With Promotional Products<\/h3>\n
Trade Show Giveaways Idea: Gift Boxed USB Drive<\/h4>\n
\nThe Event: <\/strong>GSMA Mobile World Congress.
\nThe Audience: <\/strong>Chief Information Officers.
\nThe Marketing Goal: <\/strong>Create a more loyal relationship between the brand and VIP customers.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/Dropbox-Flash-Drive-Box-1024x704.jpg\")
<\/p>\nDesigning Packaging That Has Impact<\/h3>\n
\n
Law 10: Enhance Event Experience. An Idea For Twitter.<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/Law-10-Enhance-Event-Experience-1024x704.png\")
<\/p>\nEnhancing Experience With Promotional Products<\/h3>\n
Trade Show Giveaways Idea: Framed Printed Tweet<\/h4>\n
\nThe Event: <\/strong>Web Summit \u2013 Content Makers.
\nThe Audience: <\/strong>Content Marketing Managers.
\nThe Marketing Goal: <\/strong>Create word of mouth on social media during and\/or after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/Twitter-Printed-Tweet-1024x704.jpg\")
<\/p>\nMake Events Memorable By Tapping Into Emotions<\/h3>\n
Law 11: Make It Shareable. An Idea For Amazon.<\/h2>\n
![\"trade](\"http:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2017\/01\/Law-11-Make-It-Shareable.jpg\")
<\/p>\nSwag Is Shareable<\/h3>\n
Trade Show Giveaways Idea: Laser Cut Robot Kits<\/h4>\n
\nThe Event: <\/strong>Amazon Web Services re:Invent.
\nThe Audience: <\/strong>Developers.
\nThe Marketing Goal: <\/strong>Create word of mouth at the event, to entice others to the booth.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2017\/01\/Laser-Cut-Robot-Kits-1024x745.jpg\")
<\/p>\nUse Promotional Products For Creating Event Buzz<\/h3>\n
Host A Twitter Poll<\/h4>\n
Create Teaser Content<\/h4>\n
Share Behind-The-Scenes Photos<\/h4>\n
Have A Photo Booth<\/h4>\n
Create A Post-Show Swag Photo Contest<\/h4>\n
Law 12: Have Fun. An Idea For Google.<\/h2>\n
![\"trade](\"http:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/Event-Marketing-Law-12-fun.jpg\")
<\/p>\nMaking Giveaways Fun Again<\/h3>\n
\n
Trade Show Giveaways Idea: Drone Kit<\/h4>\n
\nThe Event: <\/b>Google I\/O.
\nThe Audience: <\/b>Software Developers.
\nThe Marketing Goal: <\/b>Create brand awareness via repeat use after the event.<\/p>\n![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/Event_Law_12_red-1024x704.jpg\")
<\/p>\nFoster Happiness To Achieve More Creative\u2014And Successful\u2014Promotional Products<\/h3>\n
Lessons From The 12 Laws<\/h2>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/06\/Laws_intro_Featured_Image-1024x459.png\")
<\/p>\n1. Creating Custom Swag Isn\u2019t Easy<\/h4>\n
2. Time Is Your Friend (Or Your Enemy)<\/h4>\n
3. The Payoff For Getting It Right Is Worth It<\/h4>\n
Creating A New Breed Of Promotional Products<\/h3>\n
![\"trade](\"https:\/\/www.ponoko.com\/blog\/wp-content\/uploads\/2016\/12\/10-Twitter-Printed-Tweet.jpg\")
<\/p>\n
\nLaw 2: Align With Brand DNA \u2013 With An Idea For Netflix
\n<\/a>Law 3: Be Strategic \u2013 With An Idea For Pinterest
\n<\/a>Law 4: Have A Goal & Purpose \u2013 With An Idea For Microsoft
\n<\/a>Law 5: Target A Specific Audience \u2013 With An Idea For Airbnb
\n<\/a>Law 6: Be Different From Competitors \u2013 With An Idea For Facebook
\n<\/a>Law 7: Think Custom, Not Commodity \u2013 With An Idea For Adobe
\n<\/a>Law 8: Add Personalization \u2013 With An Idea For Uber
\n<\/a>Law 9: Don\u2019t Forget Presentation \u2013 With An Idea For Dropbox
\n<\/a>Law 10: Enhance The Event Experience \u2013 With An Idea For Twitter
\n<\/a>Law 11: Add Pizzazz & Make It Shareable \u2013 With An Idea For Amazon
\n<\/a>Law 12: Have Fun & Enjoy The Process \u2013 With An Idea For Google<\/a><\/p>\n