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Free beer or bottled water are always good giveaways as well.
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Be careful on this one... I speak from experience... more than 1/2 the people popping by are there JUST for the beer, bottled water or sodas. Word gets out QUICK when the hotel is charging $10/beer or $5/water. lol
If you're going to hand stuff out like this make sure it counts... don't just drop a bunch in an ice barrel or have a beer stand @ the corner of your booth with no literature, no staff to talk about the company/program and no signage...
Think about how each giveaway or offering will help to get the word out about your program, and how it will benefit your business at the end of the day.
The magic "word" is ROI - especially at an industry event. Getting a return on your investment is essential in today's market.
Simple message - make it count!