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Trade shows and expos form the second largest category of marketing expenditure in the U.S., second only to advertising. There are nearly 5,000 trade show expos held in the U.S. and Canada with a total of 100 million attendees. Tradeshows are a powerful marketing medium and tradeshow promotional items can be very effective.
If you are thinking about using trade show promotional items as a tradeshow marketing tactic, the place to start is with careful consideration of your budget and your goals. Some things that should help define the tradeshow promotional items you use are:
Offering tradeshow promotional items and trade show promotional items are about giving something and then getting something in return. It's using an tradeshow promotional item to keep your company's name prominent long after the show. A recent survey of trade show attendees found that 52% were more likely to stop by an exhibit that provided tradeshow promotional items. Trade show promotional items help increase the sales interaction and memorability of an exhibit.
Giving away tradeshow promotional items to increase booth traffic just for traffic's sake is no worthwhile unless you can give away an item that makes a lasting impression at very low expense. This represents a very big challenge. The best trade show promotional items are targeted toward the right audience, clearly communicate benefits, and build brand. It is best to have a tradeshow promotional item that is somehow related to your business. If you can't find a trade show promotional item that is somehow related to your business or product, at least make sure the creative aspect of the item conveys a close tie to your business or product.