At trade shows, some attendees rush past booths without a second glance, while others are willing to stand in long lines—sometimes for an hour—just to get a free giveaway. This raises an important question: if people claim they don’t have time to talk, why are they making time for a free item?
The answer lies in how our brains respond to rewards. A high-value giveaway triggers excitement and anticipation, making the wait feel worthwhile. But for companies offering these giveaways, the real question isn’t how many people are lining up—it’s who is in that line and whether they’re potential customers.
5 Ways to Make Giveaways Work for You
A great giveaway can be an asset, but only if it serves a purpose beyond just drawing a crowd. Here’s how to make sure your giveaways are helping—not hurting—your trade show strategy:
- Attract the Right People – Choose a giveaway that aligns with your target audience. If it’s something everyone wants, you might end up with a lot of visitors who have no real interest in your business.
- Create a Reason to Engage – Don’t just hand out free stuff. Use the giveaway as a way to start conversations or as a reward for interacting with your booth (e.g., watching a demo, answering a question, or signing up for a follow-up meeting).
- Keep the Focus on Your Business – Make sure the giveaway ties into your brand or message in some way. A generic freebie might bring people in, but a well-thought-out giveaway can reinforce what you do and why it matters.
- Avoid Attracting Just Anyone – If you offer something too high in value, you might get people who are only there for the freebie. Consider adding a small qualifier—like requiring a badge scan, answering a question, or engaging with a presentation before they can claim the item.
- Measure the Results – After the show, track the quality of the leads that came through your giveaway. Were they engaged? Did they convert into real opportunities? If not, it might be time to adjust your approach.
Giveaways can be a great tool, but only when they support your overall trade show goals. Instead of focusing on how many people show up, focus on how many leave with a real interest in what you offer.