Event merchandise is one of the strongest lead magnets at tradeshows. But so many things can go wrong, making it a waste of money.
Every year, we visit 10+ events serving hundreds of clients and know what makes event merchandise unforgettable. Here are our top tips to ensure your swag works to its utmost, attracting crowds and generating quality leads during and after the conference.
So, how can you create a competitive and efficient conference swag?
Do not repeat conference giveaway
Imagine that every attendant who enters the expo hall receives an official promo tote bag from the organizers. You offer another tote bag, which is beautifully custom-branded but functionally the same. Obviously, your tote bag will be put inside the already-given one and forgotten. Similarly, if other exhibitors offer totes, you must put extra effort into standing out.
Therefore, before designing your event merchandise, find out what the official conference promotional items will be. Likewise, investigate your competitors’ plans through social networks or networking and avoid anything too similar.
At IGB L!VE 2024, we worked with Alpha Affiliates to create outstanding event merchandise, including denim jackets, sports suits, washed caps, and more. Our premium event swag, perfectly presented in a fresh and bright booth, was a tremendous success during and after the event.
People hunted for the merch on-site and shared it on social networks, increasing the Alpha Affiliates’ reach. Read the complete case study with photos and feedback.
Event merchandise used on-site
Instead of pens and socks, offer the items attendees can use during the event and beyond. For instance, it can be branded portable fans to beat the expo hall heat, a branded eco-cup for hydration, or a warm zip-up bomber for chilly night afterparties. Thus, you will ensure the word-of-mouth promotion of your brand and get even more contacts.
On-site promo tip: prepare super-visible and durable packaging for your swag to attract conference hall attendants and random people on the city streets.
Match the event audience
When planning your merch, consider the attendees you target: their industries, job titles, ages, and lifestyles. Do they cherish bold and casual outfits, practical and elegant tools, eco-friendly items, or fun collectibles?
Tease event merchandise in advance
Use social media to tease your swag before the event. Warm up exhibitors and attendees with pre-event emails or posts inviting them to check out your booth. Swag42 always has a lot of visitors at the booth, as it promotes limited conference drop-offs beforehand.
Make your booth unmissable
Your booth’s setup is as important as the swag itself. Create an interactive, visually engaging space with lighting, displays, or interactive features that draw people in. Once there, the swag should reinforce the experience. You’re not just giving away items but creating a memorable brand impression.
Location Tip: Positioning your booth near high-traffic areas like food zones or restrooms can increase the exposure of your event merchandise.
Estimate and organize
During the event hustle, running out of swag is easy, especially if the event merchandise is cool. We recommend ordering swag for about 10% of the expected attendees and adding an extra 15% to cover unexpected demand.
Organization tip: Label your items by size and model with clear color coding. This will prevent you from getting distracted while looking for the right items and sizes.
Order event merchandise for ICE Barcelona 2025
Swag is a powerful marketing tool when done right. If you’re preparing for ICE Barcelona 2025 and want to make a memorable impact, Swag42 will help and share more swag ideas for events. Find out how we helped our clients at ICE London 2024.
Together, we’ll create unique, high-quality merch that resonates with the audience, fits your brand, and drives engagement.