We all know how much audiences love a surprise thanks to the outpour of media attention on big names such as Ellen DeGeneres and Oprah Winfrey when they reveal gifts and offerings most of us can only dream of possessing. Yes, these are celebrities with an unspeakable net worth, and no, we are not suggesting you bring a checkbook to freely distribute to your audience. This idea might actually provide some valuable insight as to why or why not incentivized communications work in this setting, however. It also opens the conversation of allocation of funds while evaluating if current allocations truly support the way intended.
Let’s dial back and consider items of value on a smaller scale such as branded coffee mugs. What value does this contain and how effective is its distribution over printing thousands of pamphlets the majority of the audience can access digitially? Or how about branded pens? How many times have you caught yourself reaching for a pen to find it branded from an event earlier in the year? The beauty of these items is that brand awareness doesn’t stop when the speech is over.
When presented as a gesture of appreciation, the audience feels their time and presence is valued. This is one of the simplest and most effective ways in establishing the “hook” early on. Don’t think of it as “buying” your audience, rather, you’re initiating the first of many steps in leaving an impression.
Word of mouth marketing is both free and extremely effective and is a direct result from this action. People are much more likely to remember your speech through the presence of a tangible item (other than paper that will ultimately end up in the trash). This leaves an impression that sticks. Don’t be afraid to step out of the normal boundaries of public speaking. Think creatively and outside the box while analyzing your audience and what their expectations look like. Tangible items don’t have to be expensive and they don’t have to remain the same. Bring it full circle through a personable and professional approach by taking the audience by surprise.
Although not every budget will permit such moves, there are creative ways to capture the audience beyond the mundane environmental props commonly associated with public speaking. Keep your options open, your ears tuned, and your eyes peeled. Your unique incentive could be the next step in brand awareness.