At trade shows and conferences, most booths and exhibit space typically have some sort of specialty advertising or promotional products emblazoned with exhibitors’ names and logos.

You see everything from classics such as promotional drinkware and desk toys to the latest in outerwear products. There are useful items useful for the office, the campground and even backyards. Plus, as technology continues to innovate in every direction, we see giveaways from earphones and phone accessories to Fitbits and other wearable tech.
 

But who should you sell to? Traditionally distributors of promotional products, like most entrepreneurs, tend to start with local and expected markets including retailers, law firms and sales pros. In addition, targeting chambers of commerce and state trade organizations in your area can be a great way to get introduced to the venues business use for promotions. And sometimes getting solid leads is as easy as asking your existing customers, "What trade shows do you go to?"

Keep in mind that it is important to recognize that what constitutes "trade shows" and "exhibit events" have changed over the years. Thinking outside the box presents opportunity to reach a different sector.

For example, long ago live music events — think Live Aid, WOMAD and even Woodstock— were just large concert events that served up music to attendees. What was for sale then was mostly concessions and concert t-shirts. But times have changed. So have the people who attend and their interests.

Today, music seems more business-oriented. It attracts not just fans but also the brands that want to reach them. As such, music and culture fests like South By Southwest (SXSW) showcase technology and new design to people of all ages, causing SXSW over the years to accommodate curious attendees by adding its own exhibit spaces with small and medium-sized businesses (SMBs) along with bigger companies in fields such as consumer goods, healthcare, education and technology.

These events, according to the business press, are rife with promotional products, from kitschy, pop-culture items to eco-friendly everyday items. Live events, as the Advertising Specialty Institute (ASI) categorizes them, offer businesses the ability to put a logo on everything from cups and coasters to the plastic wristbands used to admit ticket holders.

Equally as big are Comic Cons, book expos and others that draw thousands of visitors in three-day stints. These gatherings are stocked with exhibitors that hand out promotional products both mundane and quirky. Oh, and don't forget about another huge industry: wedding expos.

Keep in mind that, whether it's an industrial lubricants show or the next Star Trek convention, exhibitors need to do a lot to prepare and set up shop at these events. They will need assistance with stocking up to promote their companies.

Promo Marketing Magazine suggests that one great tactic is to be a resource to trade show organizers themselves.

"Promotional products are used by trade show organizers to keep the market top-of-mind for buyers as they make their market attendance decisions and by exhibitors to make their products stand out among the thousands of lines showcased at one buying opportunity."

The Better Business Bureau recommended using themes in a recent post, stating that attempting to craft promotional product offerings specifically with the interests of trade show attendees is a good practice.

The advice to SMBs is: "If you're attending a convention with a specific theme — pet owners, for example — consider bringing leashes or pet bowls branded with your company name. If it's an education fair, bring notebooks, backpacks, pencils and erasers emblazoned with your company logo."

Such an approach provides a lot of opportunity but also decisions that SMBs have to make — ones that you as a distributor of promotional products can assist with.

Idea Custom Solutions stands ready as your partner to will help you imprint or decorate promotional products of all kinds, with professional logos and graphics through our vector artwork and embroidery digitizing services. Keep us in mind as you sell to trade show organizers and their exhibitors.