For many years, I’ve received all sorts of staffing agency giveaways as a client. This area runs the gamut. Some items were memorable, but did they create the right kind of attention, or better yet, move the business bar? I’d like to share some thoughts with you on this topic after receiving a giveaway recently (which I’ll reveal below) that I shall call “different” and sent me straight to my keyboard.

What an agency gives away to a client or prospect has probably fallen on the list of priorities now that business is down and budgets are tight. But, it’s no less important to do this effectively when you chose to place something in the hands of another businessperson, especially those you want to attract.

I don’t mean to sound harsh, because it’s a giveaway after all and it’s always nice to be given something, right? But, when it comes to putting an organization’s name on an item and giving it away to encourage business, the rules change. It goes from “gift” to “promotional item”. I believe it’s fair game for some constructive critiquing because it is a deliberate communication by an organization. It is meant to draw a response.

If you’re going to use giveaways, apply the same scrutiny you would with your other business tactics and use a very critical eye. Just because this may be a fun and creative aspect of business, don’t let your guard down or relax your standards about what you’re after . . . attracting clients and promoting the agency as an effective business partner.

A few years ago I received a tiny little light blue sneaker in the mail. On the side of the sneaker in white letters, it read – “I just want to get my foot in the door.” A business card from an agency rep and a brief note of introduction came with it. While I was struck by how creative this approach was, it didn’t nudge my level of interest in this agency. Yes, it accomplished what it meant to, which was to get my attention, but it didn’t hold it or engage me further. The item was memorable, but had no strong connection to me or linkage with the agency. And, that’s the problem. An effective giveaway needs to create further interest in the agency. It needs to hold some sort of value to the end receiver in order to encourage a next step.

Certainly, the point is to get the agency name out there and in front of people. You want to be remembered, but make sure you’re being remembered for the right reasons and in a first class way. Start with defining what message you want to deliver via your giveaway and stick to it. Make sure it’s clear and that the receiver will “get it”. This may be the first time your agency name is presented to a prospect, so you’re making a first impression, which will have impact one way or another.

Here’s a few, brief guidelines when considering a giveaway strategy. Make sure they:

• Possess a useful functionality
• Reinforce and expand the strength of your agency image or brand
• Serve as an fitting expression of appreciation for a client’s business
• Are industry or client appropriate. What works with one, may not work with another.

So, what was the “different” giveaway that I recently received that pulled my “getting noticed isn’t creating interest” trigger? It was an oversized cherry flavored candy ring with a note attached from an agency rep saying “Please accept my ring.”

Enough said.