Giveaways are a staple of trade show marketing, but not all freebies are created equal. Branded pens, bags, and plush toys often end up in hotel trash bins, doing little to boost ROI. To truly stand out, exhibitors must use trade show giveaways strategically—selecting items that spark curiosity, reinforce brand value, and drive qualified traffic. Here are four ways to make giveaways work harder for you.
Run Contests with Larger Giveaways
Big-ticket items such as iPads or drones can grab attention, but they’re most effective when tied to a strategy. Instead of simply handing them out, design contests that prequalify participants and require repeat booth visits. For example, a travel company might give away a vacation voucher redeemable only through its services. This approach not only creates buzz but also keeps attendees engaged with your team and your offerings.
Reward Engaged Visitors with Product-Linked Giveaways
The most effective giveaways connect directly to your product. A cloud software provider, for instance, might offer free trials, while an aviation brand could distribute branded replicas of vintage flight gear. These rewards extend the experience beyond the show floor and keep prospects thinking about your brand. By reserving these giveaways for visitors who attend demos or hold meaningful conversations, you maximize value while minimizing waste.
Offer Creative Crowd-Pleasers
Unique, on-brand giveaways generate buzz and social sharing. For example, mini cocktail shakers have proven popular across industries—from healthcare to HR—when paired with booth happy hours. Branded items like this not only draw traffic but also create lasting impressions, since attendees are likely to keep and use them after the show. In contrast, low-value items like pens or plushies rarely make it past the hotel room.
Celebrate Existing Customers with Exclusive Giveaways
Giveaways shouldn’t be limited to prospects. Rewarding current customers builds loyalty and generates word-of-mouth buzz. For instance, offering “golden tickets” to an exclusive after-hours event can delight clients while sparking curiosity among other attendees. When customers share their positive experiences, your brand gains credibility and exposure on the trade show floor.
Checklist: How to Use Giveaways Strategically
- Align large giveaways with contests that require booth engagement
- Provide smaller, product-linked giveaways to qualified leads
- Choose creative items that attendees will use after the show
- Brand items clearly to reinforce visibility long-term
- Reward existing customers with exclusive perks or events
Final Thought
Trade show giveaways should be more than clutter—they should be tools for lead generation, customer loyalty, and brand storytelling. By replacing generic items with thoughtful, on-brand giveaways, you create buzz that drives real traffic to your booth. Many companies partner with exhibit houses like Absolute Exhibits to integrate giveaways into larger engagement strategies, ensuring every dollar spent contributes to ROI.
