What is the best branded merchandise for my event?

Trade shows and events

Whether large scale exhibitions or round table events, in person events provide an excellent opportunity to:

• Build relationships with existing clients
• Find prospects and build databases
• Network across an industry and channel partners.

Promotional products allow the memory of such events to linger and re-enforce the brand. So,  what is the best branded merchandise for my event?

Clearly the ‘best’ depends on your market, customer persona and the nature of the events, however, below are some considerations you may wish to think about:

1. Clothing and Sizes – great for the event staff. But, if you are thinking about T shirts or Gilets as a giveaway consider the issue of sizes. Whilst small round table events might work, a large exhibition leaves you with the headache of which sizes to buy. We have a calculator which can advise an average size profile – note it differs between US, European and say India – but inevitably you will find yourself with overs, shortages and/or returns.The exception is the baseball cap – highly visible and available in a single adjustable size – this can work really well.
2. Weight and Volume - some events will provide only limited storage for promotional items. By way of example, I attended a great HR exhibition when one company was giving away a rather nice mug, individually boxed. The only downside was that I was able to see that at the back of the hall there were three pallets of mugs. Bulky and heavy. I assume that the shipping and additional storage costs were more than the mug cost. We are not recommending that you shouldn’t to do this, just be aware of the logistics.
3. Cheap giveaway or premium gift? – answer BOTH. Clearly it depends on the event – a small round table event will be more likely a premium gift – but for larger events you may wish to consider both options. Large events will attract a high volume footfall, but many will be students, interns and ‘consultants’ who will have little commercial prospect. The key ring, pen and ice scraper have their place. However, according to the USA merchandise association PPAI, retention of a promotional product is 68% when the item is useful and premium. The ROI is much higher on quality products despite the unit cost. Which ever you go for good design and subtle branding will much better for retention.
4. Novelty – the other thing that drives retention and ROI is having something new, something different. We have recently had huge success with teddy bears and other animals including a penguin. Not only successful at the event – clients asking for the penguins – but appearing on our clients’ social media feeds. Whilst fluffy toys may be a passing fad, we use this as an example of creating interest through novelty
5. Industry Trends – choose your product on industry specific trends. For example, we supply to a number of companies in the software and tech sector – surprisingly tech products do not work well. Don’t give the IT Director a Power Bank, he probably has invested in a far more superior version for himself. Best product for techies has been socks for a few years now. Your industry may have other trends – eco products for the power, oil and gas industries. The answer is to know your customer.

Author: David Platt, BSC, BA, MBA. Dip. M

 David has been involved in promotional products for 30 years, and storage and fulfilment for 15 years as Executive Director of PDI – he has the scars of hundreds of shipments, events and promotions, as well as a formal education in Business Management and Marketing.