It’s that time of year! Time for joy, gathering and celebrating the winter holidays. “But what do winter holidays have to do with trade shows,” I hear you yell. Well, if you’re anything like me, a well planned, thoughtful gift is essential to show your appreciation for people during the holiday season. And where else do you see mass gift-giving? The show floor! What are you leaving under the trade show tree this year?

Match Your Audience

Much like choosing each gift you give in the holiday season, think about your target audience and what they might appreciate. A college student might love a free t-shirt, an engineer might prefer a gadget, and an executive might want something more along the lines of a quality pen.

Quality over Quantity

A tacky trinket from the dollar store probably isn’t going to win over your mother this Christmas. And a poor quality giveaway isn’t going to leave a favorable impression of your company. If you’re offering a gadget like a flashlight, make sure they work before you give them away.

Size isn’t Everything

Consider where your audience is coming from. If you’re at a larger, national show where most attendees have flown in, don’t expect them to keep something that won’t pass TSA or fit in a carry on. While the branded cowboy hat might be a great attention grabber on the show floor, they likely won’t make it past the hotel trash. Conversely, offering something larger and more useful to a local crowd is a sure way to stay relevant.

Determine Distribution

Most people aren’t giving gifts to every person they know so why would you do that at a trade show? Put more meaning behind your gift-giving by considering which attendees are most qualified to be a potential client and offer them something more substantial. Less is more!