How many mousepads do you need? This eco.psfk post got me thinking about what a massive waste most corporate gifts are. The bags of schmaltz from thousands of conventions a year that get hurled into the landfill beg the question – isn’t there a better way to express appreciation to clients? There are plenty of branded items that companies could give away without creating a massive waste stream – unique things that people don’t already have, or food perhaps, or maybe something more intangible like a mid-convention massage?
Environmental issues aside, does this kind of marketing really work anyway? The Sunday Times says: “At best, corporate freebies are a waste of money – at worst, they can appear tacky and unprofessional.” I’ve even received gifts (an inane talking pedometer that didn’t work for example) that made be curse the name of the gift giver and, riddled with unwelcome guilt, hurl the item into the trash.
That said, companies wouldn’t give away junk if somewhere, back in the annals of old-school marketing, it hadn’t been proven to be effective. The only problem is that everyone already has a mousepad, coffee thermos, funky pen, key chain, USB-drive and pretty much everything else. More of the same is not only wasteful, it’s annoying.
So, if giveaways can be effective, what are some better strategies to make sure the gift is well received and not a burden on the potential client? About.com has some conventional tips that focus on being selective about what is given out at trade shows, and to whom it is given. That’s a great start, but more generic recognition of existing clients can be harder. If something unique that will definitely be used can’t be thought up, then it seems safer to go for the more intangible route.
At the very least, companies ought to think very hard about what they give away – make sure it’s sustainable, thoughtful, and actually useful. You don’t have to be an environmentalist to feel better about NOT having more junk you’ll never use. Your clients will thank you!