We received a question from our website this week asking about Two Tiered approaches to promotional gifts. It is a slightly sophisticated approach to an expo presence and one that pays off if you do it well.
First, let me explain what the Two Tiered Gift approach is.
The essential information is that you have two gifts, one fairly inexpensive (let’s say a pen or a squeeze ball) and one of moderate expense (maybe a satchel, polo shirt or large format USB drive). When you are talking with the visitor you are also assessing whether or not they are a prospect for your business. The reality is that you are qualifying them. If they are not likely to do business with you then they receive the inexpensive gift, the pen. If they are likely to do business, then they get the more significant gift of the satchel or polo.
I have also seen a third tier. That is, if they are not your target market then they get no gift at all.
Now it is not a perfect system. It can be difficult to assess whether they are tier one or tier two. Also, staff on the booth also feel uncomfortable giving different valued gifts, particularly when people come up and say, “Hey I saw a guy with a polo shirt, can I have one?”
The key to success of this system is to tie it back to the goals of your presence at the show and to train your booth team.
This means training them how to decide who to give what, how to handle situations when they ask for the second tier gift when they don’t qualify and how to positively represent the brand – basically, the polo shirt is not worth causing a scene for.
Again, the second tier gift taps into the Law of Reciprocity. That is, if they get something of value from you, then they will be more likely to return the favour by giving you their business.
I have seen this two tier approach work well with brochure too. Some of the multipage brochures are quite expensive and you don’t want to give one to everyone because most will just end up in the bin. So why not have some simple one pager fliers with links to the website for more details that everyone received. If during the course of your discussion you determine that they are a strong prospect you can get an impressive glossy brochure from the hidden stash and they will feel super special.
This will keep your costs down and work as an impressive lead generator.
How do you use a two tiered approach?
PS Speaking of promotional gifts, here is one we really like that we saw at a recent tradeshow that we were working at.