How to Choose Promotional Products for an Event

Choosing the right promotional products for an event comes down to four things: your audience, your budget per head, your lead time and what you want people to do with the item after the day is over.   This guide walks through each of those in turn so you can brief a supplier confidently and avoid the most common mistakes.

Start with your audience, not the product

The biggest mistake in event merchandise buying is starting with the product. Starting with the audience gives you a much shorter list of useful options. Ask yourself: Who are they? Delegates at a professional conference have different tastes from students at a freshers fair or guests at a charity gala. What will they have with them? Someone arriving with a laptop bag can take a notebook. Someone in smart evening wear cannot carry a tote bag all night. What do they already have too many of? Pens and stress balls are the most over-supplied items at events. If everyone else is giving them out, yours will get lost in the pile. What would they actually use? Think about the 48 hours after the event. What will still be on the desk, in the bag or in daily rotation by the following Monday?

Match the product to the event format

Different event types call for different product choices. Here is a quick guide:   Event type Products that work well Products to avoid Conference or seminar Notebooks, pens, tote bags, lanyards, power banks Novelty items, food, anything fragile Exhibition or trade show Tote bags, tech accessories, reusable bottles Heavy items, items that take up too much stand space Corporate away day or team event Branded apparel, drinkware, outdoor accessories Desk items (people are not at their desks) Charity or fundraising event Eco products, wristbands, reusable items High-cost items that raise questions about spend Product launch Premium items, tech, branded packaging Generic giveaways that do not reflect the brand tier Freshers fair or campus event Low-cost high-volume items, bags, stationery Premium items (high theft risk, wrong audience fit)

Work out your budget per head

Your total merchandise budget divided by your expected attendance gives you the unit cost to work with. This number drives almost every other decision.  

1. Under £1 per head: Pens, badges, stickers, lanyards
2. £1 to £3 per head: Notebooks, tote bags, basic drinkware
3. £3 to £7 per head: Mid-range tech accessories, quality drinkware, eco products
4. £7 to £15 per head: Power banks, premium notebooks, branded apparel
5. £15 and above: Premium branded products, gift sets, tech items If your budget per head is lower than the minimum order value for a product you want, check whether there is a similar product with a lower threshold. Most suppliers, including us, have options at most price points.

Factor in lead time before you brief anyone

The single most common cause of last-minute panic in event merchandise is leaving the brief too late. Here is a realistic timeline:  

• 4 weeks or more: Full range available, time for revisions on the proof, no premium on turnaround
• 2 to 3 weeks: Most products available, some limitations on branding method
• 1 to 2 weeks: Reduced range, express products only, proof turnaround still included
• Under 1 week: Call before you order. Some products can be turned around in 2 to 5 working days but the range is limited. We will tell you straight away what is and is not possible.

The proof step is not optional

Whatever you order, you will receive a free digital proof before anything goes to print. Do not skip this step or rush through it.   Check the proof for:

• Logo placement and size
• Colour accuracy (particularly if your brand has specific Pantone references)
• Any text, including URLs or taglines, for spelling and formatting
• Whether the branding method (print, embroidery, engraving) matches what you intended Production starts only after you approve the proof, so this is your last chance to make changes at no cost.