The Do’s and Don’ts of Distributing Promotional Products at Events

Promotional products can be a game-changer at events, but only when they’re used wisely. Whether you're setting up at a trade show, community fair, or corporate conference, how you distribute your branded giveaways can significantly impact how your business is remembered. Handing out free items may seem simple, but there’s a real strategy behind making sure those products don’t go unnoticed. In this blog, we’ll explore the key do’s and don’ts to help ensure your promotional product strategy works for you, not against you.

DO:

Choose Useful, Relevant Items

Your promo product should make sense for your audience and offer practical value. Whether it's a reusable water bottle at a fitness expo or a phone stand at a tech conference, useful items are more likely to be kept, used, and appreciated. Events like trade shows and conferences are ideal for attracting industry-specific audiences, making promotional products the perfect tools for targeted marketing efforts.

Match the Product to Your Message

Make sure your item ties in with your brand’s values or messaging. For example, bamboo and reusable bags for a sustainability brand, or stress relievers for a mental wellness organization all make logical sense and reinforce what you stand for. Consider sponsoring a community event and provide apparel with a QR code to a landing page for attendees to find out more about a cause of your choice.

Engage Before & After You Give

Your promotional products should be used as tools to engage your audience. Asking a few questions or offering a quick demo before handing out your item creates a more meaningful interaction and gives you a chance to talk about your brand. Promo items are great conversation starters, not just before the event but afterwards too. For example, encourage recipients to tag your brand on social media with their swag for more interactions.

DON’T:

Overlook Logistics

If you’re bringing your items along to a presentation, convention, or other event, don’t overlook logistics. Make sure you take the time to plan for safe transportation and storage of large or fragile items. Banners, signs, and table covers all take time to set up and dismount so plan accordingly. The items you hand out should be lightweight and easy to distribute, allowing you to order a large volume to avoid running out of stock halfway through the event.

Choose Generic Items

Budget-friendly does not mean your promotion has to be generic. If you are choosing to give out a popular product like a pen, choose one that stands out from the rest. If every booth is handing out the same thing, your brand will get lost in the mix. Opt for something with a twist: a multi-function pen, a foldable water bottle, or a phone stand with a screen cleaner built in. Try to avoid items that attendees already have a drawer full of.

Assume “More” Means “Better”

Giving away more items with your logo may seem like a good idea, but it can also dilute the value. Unless you are curating a kit for a themed promotion, try giving out a single item to passersby as a way to generate interest. Leave your bundled items for valued customers and post-demo participants. Handing out a bunch of freebies to someone who just wants free stuff with no interest in your business is a waste of budget.

When used correctly, promo products can spark interest, encourage engagement, and ultimately leave a lasting, positive impression. Done wrong on the other hand, they can end up in the trash, or worse, reflect poorly on your business. Avoiding common pitfalls, like giving away irrelevant or low-quality items, ensures your brand stays top of mind long after the event ends. Remember these tips as you build your next campaign and watch your brand presence grow, one giveaway at a time.