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In a competitive marketplace, who wouldn’t want to give their company an advantage? Taking part in a trade show is an effective way to increase brand awareness and connect with potential customers. One of the main attractions of a trade show event is the promotional items. People love to receive free merchandise, especially when the items handed out are useful and memorable.

Let’s dive into some of the ways that trade show promotional items can give your company the edge you’re looking for.

Products Stay in Homes for Several Months

Whether you hand out a calendar or personalized pen at your next trade show, your recipients are likely to keep the product for several months, according to a report from the Advertising Specialty Institute. Recipients keep promo items for an average of six-and-a-half months, though how long they are retained is directly tied to how useful the product is.

For example, promotional calendars are some of the longest kept products. Calendars have a lifespan of 12 months and are kept for roughly 9 of them. Writing instruments, on the other hand, are some of the shortest retained. When choosing items for trade show marketing, focus on those that provide long lasting value.

Items Deliver Long Lasting Brand Awareness

Promo merchandise is always working for you. The ASI reports that 77 percent of people keep promotional items because they are useful. This means that your brand receives continued exposure from a single item.

Imagine handing out a promotional magnet at your next trade show. Every time the person opens their fridge, they are reminded of your brand. Everyone who comes over to their home will see it, too. Also, 86 percent of people report that they remember the company that gave them the item.

Merchandise is Passed Along to Others

If a recipient chooses not to keep the product, they are more likely to give it to someone else rather than throw it away. The ASI study found that 63 percent of Americans who were given an item that they did not want passed it along to someone else. This means doubled exposure for your brand.

Let’s say that you handed out a lanyard at a college fair and the recipient passed it onto one of his friends. With one item, you reached two people, and both groups are likely to remember your brand positively.  

Promotional items are effective and memorable. They can give your brand an advantage, which is vital in a fiercely competitive marketplace. Not to mention, people love receiving free swag at trade shows. Make your booth an exciting one to visit!