How to Stand Out at Trade Shows Without Giving Away Junk
- Mario
- May 19
- 2 min read
Trade shows are a war zone of swag. Every booth is giving something away. Pens, lanyards, stress balls, more pens—and somehow, most of it ends up in the same place: the bottom of a tote bag, or worse, the hotel room trash.
So why are so many brands still wasting money on things that don’t stick?
Because they think volume equals value. But the brands that actually win trade shows know the truth: it’s not about how much you give away—it’s about what gets remembered.
Here’s how to stand out without resorting to throwaway tactics.
1. Lead With Purpose, Not Product
Before choosing the item, define your intent:
Are you trying to generate leads?
Create brand awareness?
Reward existing partners?
Drive post-show traffic to your website?
Your merch should serve a role in the overall experience—not just be a consolation prize for walking by.
2. Make It Useful, Desirable, or Sharable
If it isn’t one of those three, skip it.
Useful = they’ll keep it.
Desirable = they’ll show it off.
Sharable = they’ll post it or pass it along.
Think:
Premium notebooks with storytelling inserts
Compact tech accessories (the kind they forgot to pack)
Design-led apparel that doesn’t scream logo
3. Build the Handoff Moment
Trade shows are transactional by nature. That’s why the exchange of the item matters as much as the item itself.
Don’t leave your merch in a bowl. Hand it over.
Add a line of context: "We designed this with travel in mind" or "This ties into the campaign launching next week."
Make it a point of contact, not just a takeaway.
4. Surprise Them With the Follow-Up
Most trade show encounters end with a handshake and a business card. Be the brand that shows up after the show—with context, creativity, or a gift that closes the loop.
Send a follow-up that references the item they received
Link the gift to a larger story, landing page, or campaign
Deliver something unexpected that completes the experience
Trade show merch should be a handshake that lingers—not a forgettable grab-and-go. If you're investing in the space, the booth, and the experience, don’t cheapen it with generic giveaways.
Every interaction is a chance to make your brand remembered, respected, and talked about long after the exhibit hall closes. That means creating merch that doesn’t just fill a bag—it fuels a conversation, drives a connection, or sparks a next step.
So ask yourself:
Will this piece start a conversation—or end up in the bin?
Is it aligned with our brand story—or just checking a box?
Does it carry enough value to keep our brand top-of-mind?
If not, it’s time to rethink what you’re putting out there.
Aliant Brands helps clients design merch strategies that connect on purpose—not by chance. Want to turn trade show traffic into meaningful momentum?
