The Power of Custom Printed Giveaways for Events and Trade Shows
It’s fun to get new things for free. That’s why one of the best things about trade shows is the swag bags! If you’re a trade show veteran, you know the drill—you walk the floor, grabbing giveaways from the booths of companies whose products catch your eye. At the end of the day, when you pour them all onto your hotel bed, the variety is truly amazing.
From this pile of products, you’re likely to find several that spark your curiosity. And the brands on those products are likely to stick with you by positive association. Creatively branded promotional giveaways are a proven way to boost brand awareness and catch the attention of potential customers. Let’s explore why custom-printed giveaways work, what kinds are best, and how you can optimize their impact with strategic branding.
Why Custom-Printed Giveaways Matter
Boost Brand Awareness
The exciting part of branding occurs when a customer connects with your brand. As a business manager or event planner looking to win customers, you want that initial connection to be positive. Giving away a custom-printed metal cup or branded charging cable allows your business access to your customers’ daily lives. As they use those items again and again, the usefulness of that giveaway is associated with your brand, reinforcing the positive connection and increasing their awareness.
Enhance Customer Engagement
Carefully chosen trade show giveaways effectively get customers involved with your business. Creative, out-of-the-ordinary items help create word-of-mouth activity on the floor—a great way to boost booth traffic. When potential customers come to you, that’s your chance to maximize brand recognition and make in-person connections that expand your audience.
Giveaways catalyze connections on a psychological level. Robert Cialdini, author of Influence: The Psychology of Persuasion, suggests that “We are hard-wired to respond positively to a gift, even if we didn’t ask for it, or want it.” Often referred to as the Concept of Reciprocity, it helps explain a receiver’s sense of obligation to the giver…and their likelihood to return the favor.
By giving away small but valuable items, your company can spur customers to respond on an emotional level. This, in turn, builds a meaningful connection between you, them, and–if all goes well–their larger circle of friends and family.
Encourage Brand Loyalty
Once you have their attention and win their business, the next challenge is to retain it. At this point, your giveaways may take the form of rewards. Today, programs that give back roughly 10% (buy 10 get one free) are a popular, effective way to encourage repeat business. Companies love regular visits, and customers appreciate saving money as a way of being thanked for it. Brand loyalty is a win-win!
Choosing the Right Giveaway for Your Audience
Selecting a promotional item that resonates with your audience is one of the fastest ways to win their hearts.
Consider Your Industry
The most impactful giveaways match the needs and wants of your target audience. To choose the best options, it’s essential to consider the trade you’re marketing to. A good way to earn their trust is by offering them something useful in their daily lives.
Attendees of a tech trade show will appreciate swag like portable power banks and multifunction charging cords. Pre-filled hip flasks and classy wooden bottle openers will get tongues wagging at a wine event. Folks attending a tool trade show might like a long-lasting headlamp or compact multi-tool.
Prioritize Functionality
Make it useful. That’s the key behind a giveaway that’s thrown away and a freebie they grow fond of. Functional products are used more frequently, giving your branding more of a chance to do its work. Plus, by giving out quality items that folks will use regularly, you’re aligning your brand with their lifestyle for years to come.
Align with Your Brand’s Message
Finally, it’s important that your messaging and your giveaways match up. Jarring juxtapositions and conflicting cues turn potential customers off, steering them away from your brand.
For instance, if your company sets up a big booth focused on helping the planet and then offers snacks with throwaway packaging and single-use plastic water bottles, it undercuts your purpose. A reusable metal water bottle would make more sense.
Likewise, if your company is focused on scent marketing, it makes sense to work scents into your giveaways. Scented brochures, potpourri pouches, and even fragrance samples will do a better job of selling your products than the standard visual cues.
Maximizing the Impact of Your Giveaways
There are many reasons to choose personalized products over generic options. They look better, last longer, and make stronger connections with your target audience.
| How to Display | Benefits | Specific Examples | Packaging Tips |
|---|---|---|---|
| Strategic Placement | Draws attendees into your booth by placing giveaways in high-traffic areas where they can’t be missed. | Positioning items near entrances or display tables where foot traffic is heaviest. | Form: Opt for sleek, branded packaging that reflects the quality of the giveaway and your brand. |
| Interactive Engagement | Boosts engagement by requiring attendees to participate in an activity or demo to receive the giveaway. | Gamified experiences, promotional product demos, or QR code scans to unlock a giveaway. | Availability: Ensure packaging is easy to open and access while still looking professional. |
| Value Perception | Showcases the value of the giveaway, enhancing its appeal and creating a desire to own it. | Displaying high-value items with clear messaging about their utility and brand alignment. | Multifunctionality: Include reusable or multipurpose packaging, such as branded pouches or boxes. |
| Personalized or Branded Giveaways | Increases memorability and emotional connection by customizing the giveaway with attendees’ names or preferences. | Offering personalized tote bags, USB chargers, or name-engraved items as a token of appreciation. | Emotion: Use packaging that evokes a positive emotional response, whether through color, texture, or personalized messages. |
| Using Scarcity to Create Urgency | Encourages immediate action by highlighting limited quantities or special edition giveaways. | Limited-edition branded items available only for a select number of attendees, prompting urgency to visit your booth. | Reputation: Ensure packaging represents the quality of your brand; premium-looking materials can elevate the perceived value of the giveaway. |
| Leverage Social Media Sharing | Increases brand visibility by encouraging attendees to share their giveaways online in exchange for exclusive offers. | Asking attendees to post pictures of their swag on social media for a chance to win a larger prize or gain additional perks. | Promotion: Include hashtags or QR codes on packaging to encourage attendees to share online, driving further booth engagement and brand awareness. |
Best Custom Printed Giveaways for Trade Shows & Events
Metal cups for hot/cold beverages
T-shirts
Caps and hats
Socks
Sunglasses
Stress balls
Drink “koozies”
Writing utensils
Fidget Spinners
Tech Items
Flash drives preloaded with deals
Flashlights
Charging cables
Phone cases
Bluetooth trackers
Power strips
Household Items
Ice scrapers
Wine openers (more than just a corkscrew)
Drink coasters
Fridge magnets
Specialty Items
Tools of the trade (multi-tools, headlamps, power banks, etc.)
Tape measures
Window car punches
Phone screen cleaners
Trade show survival kits (small bag with aspirin, headphones, hand sanitizer, melatonin, hydration multipliers, and gum)
Make Your Event Unforgettable with Custom Giveaways
Swag is much more than just free stuff. Trade show giveaways are proven to attract attention, draw potential customers, spur curiosity about your brand, and facilitate connections.
For your next trade show, don’t settle for the predictable. Leverage the power of promotional items by making yours both fun AND functional.
Choose high-quality items, enhance them with professional custom printing or embroidery, and boost your brand to new levels.
Contact Empire Printing and start designing more impactful giveaways today!
