Which merchandise is best for lead generation at trade shows?

Back to blog

When the goal is lead generation at a trade show, merchandise should do two things at the same time: make people stop, and give you a natural opportunity to make a connection. At trade shows, small, light giveaways typically work best to create the first connection, while more “premium” products should be used for the leads you actually want to follow up on.

A smart approach is to think in three levels, so you get both volume and quality in your leads.

First Level

The first level is the “ice-breaker”, which is designed to generate traffic and open up the conversation.

Small products that people accept without thinking about it work here.

Slik med logo, candies and chewing gum are obvious because they are easy to hand out and because they are perfect as giveaways at trade fairs and events.

Stress balls can also work well as “something to take with you”, and badges are a classic for events, campaigns and staffing because they are easy to hand out and easy to use right away.

The trick with the first level is not to “exchange” for an email right away. Instead, use it as a friendly opener: “Would you like one?”, and then move on to a simple question that qualifies - for example, “What are you looking for at the trade fair today?”. Once the conversation is underway, it's much easier to get permission to send something relevant afterwards.

Second level

The second level is “trade fair utility”, i.e. products that solve a need here and now at the trade fair and are therefore used visibly in the hall.

Mulepose med tryk are strong because they are both practical and give you visibility while people walk around with them.

Keyhangers/lanyards are also extremely relevant at trade fairs, conferences and events, because they are used for access cards and badges and can be customized in materials and design.

Combine with a pen and a notebook/notepad, because many people take notes anyway, and professional target groups typically appreciate functional products such as pens, notebooks and bags.

This is often where you get the cheapest leads, because the products both create contact and are “carried around” as advertising for the rest of the day.

Third level

Third level is the “qualification gift”, which is only given to the right leads.
Here the idea is simple: you use a more valuable product to get a concrete action, e.g. a booked demo, a meeting in the calendar, or a clearly relevant case - so you avoid spending budget on random business cards.

Powerbanks with logo are a good example of a gift that is typically experienced as very useful, and which can be branded with printing or laser engraving on selected models.

Thermal mugs and drinking bottles also work well because they are reusable and can be customized with your logo.

If you want something with extra visibility in public spaces, umbrellas are a classic, and for a more casual brand, caps and T-shirts can be good “premium” choices.

How to connect merchandise to lead capture without appearing intrusive:

Make it frictionless and relevant.
A very practical approach is to print a QR code as part of the design that links to something the target group actually wants - e.g. a "trade fair offer page", a checklist, cases or a price calculator.

Since we at PromoX offer products with the option of your own logo/slogan/design (e.g. on tote bags), the QR code can simply be included as part of the print.

If you are running a competition/draw, remember to make it clear to the recipient what they are saying yes to (competition vs. marketing follow-up). This both improves the experience and reduces “dead” leads.

Three quick trade show setups that often work in practice:

  1. If you have high traffic and want to catch a lot of people, run candy/candy as an opener and a tote bag as a “utility”, and use a larger prize - e.g. an umbrella or power bank - for those who scan and book a chat.
  2. If you are B2B with a longer sales cycle, give pen + notebook to relevant visitors and keep power banks/thermos for the meetings that are booked.
  3. If you are a brand with a lot of “outdoor” audience or event focus, an umbrella can be a conversation starter that also signals thoughtfulness.

The smartest trade show merchandise is the one that matches the situation and the target group. Use small giveaways to open conversations, use “trade show utility” for visibility in the hall, and use premium products strategically to get the actions that create good leads. Here at PromoX, we have all the classic trade show categories, from candy, tote bags, key hangers and pens to power banks, water bottles and thermos mugs, so you can build a solution that fits both goals and budget.

Contact form:

Blog posts

View all
  • Hvad er branding og hvad betyder det?

    Hvad er branding og hvad betyder det?

    Hos PromoX forstår vi, at en stærk virksomhedsidentitet er afgørende for at opbygge langvarige relationer med dine kunder og samarbejdspartnere i B2B-segmentet. Her dykker vi ned i, hvad er branding...

    Hvad er branding og hvad betyder det?

    Hos PromoX forstår vi, at en stærk virksomhedsidentitet er afgørende for at opbygge langvarige relationer med dine kunder og samarbejdspartnere i B2B-segmentet. Her dykker vi ned i, hvad er branding...

  • Hvad er employer branding?

    Hvad er employer branding?

    Hos os i PromoX forstår vi, hvor vigtigt det er at skabe en stærk intern kultur i jeres virksomhed gennem fysiske produkter. Mange ledere i engrosbranchen stiller ofte spørgsmålet om,...

    Hvad er employer branding?

    Hos os i PromoX forstår vi, hvor vigtigt det er at skabe en stærk intern kultur i jeres virksomhed gennem fysiske produkter. Mange ledere i engrosbranchen stiller ofte spørgsmålet om,...

  • Hvad er refleksdag?

    Hvad er refleksdag?

    Få overblik over en central begivenhed i kalenderen, der sætter sikkerhed og synlighed på dagsordenen. Her gennemgåes Refleksdag, og hvordan dagen danner rammen om en vigtig indsats for både private...

    Hvad er refleksdag?

    Få overblik over en central begivenhed i kalenderen, der sætter sikkerhed og synlighed på dagsordenen. Her gennemgåes Refleksdag, og hvordan dagen danner rammen om en vigtig indsats for både private...

1 3
View all