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I’m at the NACHA (National Automated Clearinghouse) Payments 2010 conference in Seattle, WA  this week.  When I checked-in at the registration booth I was pleasantly surprised by the free giveaway for show attendees – an umbrella.  What a practical idea for a tradeshow in Seattle?  And much better than the standard backpack or duffle bag that is thrown away by 95% of the show attendees.

The odds are pretty high that one will encounter a rain shower at least some time during a multi-day visit to Pacific Northwest.   I should caveat the rain cliche by stating that Seattle is arguably the most beautiful city on the planet when the weather is nice.  The sponsoring company who provided the umbrellas, Yodlee, is enjoying great brand awareness from the gift as a high percentage of the attendees are carrying the umbrellas around.

Image Source: Seattle Times

In these days it is difficult to find the perfect, standout giveaway for a tradeshow.  Increasingly green consumers prefer to avoid anything printed, packaged or manufactured – all the giveaways typically handed out at registration.  And the latest electronics gadget (e.g. Kindle, iPad) are typically over-marketed by all the vendors.   I think a best practice technology vendors should consider is a practical giveaway that event attendees can use during their visit to the tradeshow’s host city.

Steve Keifer

Steve Keifer has led marketing and product management teams at seven different SaaS and cloud providers ranging from venture-backed, early-stage startups to multi-billion, publicly traded companies - including several that experienced hypergrowth, filed IPOs, and reached unicorn status. In Bantrr, Steve shares many of the best practices and lessons learned from building and scaling marketing organizations. Topics include new category creation, brand development, and demand generation.

One Comment

  • Raj says:

    Very clever, and utilitarian value! Practical giveaways is a topic I always liked – for e.g. USB drives instead of printed collateral (which gets tossed anyway).

    thanks – good thoughts!

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