May 13, 2025

From Trade Shows to Virtual Events: The New Rules of Promotional Products

Whether it’s on a Zoom or showroom floor, innovative merch is here to steal the spotlight.

Remember when branded pens and stress balls ruled the trade show floor? Yeah, those days are gone.

Today’s events, whether they’re in-person, online, or somewhere in between, call for a whole new approach to promotional products. Audiences are savvier. Expectations are higher. And your swag? It needs to pull its weight.

Whether you’re hosting a packed industry expo or a virtual roundtable with your top clients, the right merch can transform your event from forgettable to full-on memorable.

Let’s dive into how brands are using strategic, themed, and out-of-the-box merch to make their mark. (Spoiler: it's simpler than you think!)

Merch with a Mission

First things first. You know that promotional products for business aren’t about slapping your logo on something and calling it a day. Merch is an extension of your brand!

And when it's done right, swag creates real, emotional connections, sparks conversations, and keeps your business top of mind long after events end. In fact, 83% of consumers say they’re more likely to do business with a brand after receiving a promotional item.

Consider this proof that great merch doesn’t just look good; it works.

This is why more marketers are moving away from bulk trade show giveaways and focusing on curated, high-quality merch that goes deeper. Think: fewer plastic keychains, and more thoughtfully themed gifts that align with your event goals.

Go Premium or Go Home (Especially for VIPs)

Every event has its VIPs: top-tier clients, keynote speakers, investors, or press. And if you really want to make an impression, treating them to a premium gifting experience can go a long way.

We’re talking sleek wireless chargers, branded jackets, custom kits with high-end snacks, or self-care items. When done right, this kind of merch doesn’t only feel generous, it feels exclusive. And it sticks—90% of people who receive a promotional product remember the brand name.

Picture this: a guest walks up to your booth at an industry event, and waiting for them is a personalized branded welcome kit. That’s next-level brand love.

Make Virtual Feel Real

Think virtual events don’t need physical swag? Think again.

In fact, sending branded merch before or after an online event can actually increase engagement. Why? Because it brings the digital experience into the real world and makes it feel way more personal.

For example, you could send a branded tumbler and coffee kit ahead of a morning webinar. Or a “thank you” box with cozy socks and tea to close out a week-long virtual summit. Add a little note that ties it all together (“We’re so glad you joined us!”), and suddenly, you’ve made a connection that goes beyond the screen.

Bonus if your merch links to exclusive content—like a QR code that unlocks a VIP session or behind-the-scenes footage.

When in Doubt, Theme It Up

One of the easiest ways to make your merch stand out is to build it around a theme.

It could be seasonal (“Spring Refresh” gift boxes), industry-specific (“Tech Trends 2025” kits), or plain fun (“Work From Anywhere” travel sets). The key is to make it feel cohesive and on-brand.

This isn’t about throwing random items together. It’s about creating a moment—something people remember, post about, and keep using. A strong theme helps your merch tell a story, and that story helps your brand stick.

Need inspo? Think outside the box:

Branded houseplants for a wellness-themed event
Retro lunch kits for a company anniversary
Cozy winter bundles for end-of-year client gifts

If it sparks a smile and says something about your brand, you’re doing it right.

Hybrid Events = Hybrid Merch

Here’s the thing: even if your event has both in-person and online attendees, your merch strategy doesn’t have to be complicated. Think double duty.

Hybrid merch is all about inclusivity and making sure everyone feels like part of the experience, no matter where they’re joining from. That could mean shipping branded kits to remote guests while offering the same products on-site for attendees.

You could also blend digital and physical elements.

Maybe your swag includes an invite to a private online event. Or maybe the branded water bottle comes with a scannable playlist created by your team. Little touches like these build community (and they’re way more fun than another branded pen).

It’s Not Just Swag. It’s Strategy.

When done right, promotional products aren’t only nice to have; they’re a powerful part of your marketing strategy.

They help you build stronger relationships, spark real engagement, and leave a lasting impression on the people who matter most to your brand.

So whether you’re gearing up for your next trade show or hosting your first virtual event, don’t settle for boring swag. Get creative. Go thematic. And most importantly, make it meaningful!