Custom event merch that keeps attendees coming back

Build anticipation with promotional souvenirs

By Carrie Kramer

What brings in big crowds isn’t always on the agenda. Some of the most talked about event traditions are the promotional products attendees look forward to year after year. The most effective custom event merch becomes part of the overall experience, es­pecially when it’s practical enough to be used long after the event. A recent study found that 52% of people keep promo products for sentimental or memory value (PDF) opens in new window. Whether it’s the welcome gift for golfers at a charity tournament or a trade show favorite, the right promotional souvenirs can become traditions in their own right. Century 21 opens in new window^® Above and Beyond opens in new window and Trident Home Loans opens in new window (License #NMLS 65716) have discovered how thoughtful event promo items can create lasting connections and generate excitement year after year.

Real estate agency's sponsored gift is an annual favorite

Custom keepsakes drive brand awareness

For Century 21 Above and Beyond, a local United Way^® chapter’s annual golf tourna­ment provides an opportunity to give back to the community and increase brand vis­ibility along the way. The central Pennsyl­vania residential real estate agency has sponsored the tournament each year since it began in 2022.

When given the opportunity to contribute a promotional product for a participant gift bag, Gayle Arbogast, owner and broker, knew just the right item. “We had received a pair of sunglasses as a sample in a Blue Box^®, and I thought they were really nice,” Arbogast said. “I thought giving them would be a cool idea because everybody’s outside and hopefully the sun would be shining.”

A hole-in-one gift they’ll wear again and again

What began as a one-time contribution for the event’s first year became an annual tra­dition after organizers and participants responded enthusiastically. In fact, the tournament’s executive director specifi­cally requested that the sunglasses return the following year because golfers enjoyed them so much. They’ve since become a fa­miliar part of the experience.

Held in early May, the Golf United Classic welcomes about 150 participants each year—and a pair of Century 21 Above and Beyond-branded sunglasses are included in the gift bags. The bags are placed in golfers’ carts with snacks and other items.

Arbogast believes the sunglasses became a favorite because they’re comfortable, prac­tical and immediately useful on the golf course. They’re also great for getting the Century 21 Above and Beyond logo into selfies and group photos. The promotional souvenirs help golfers enjoy their experi­ence while serving as a lasting reminder of the fun they had while supporting a worth­while cause.

61%

of consumers
remember the brand from the most recent promo product they received

Source: ppai.org

That ongoing visibility can have a lasting impact. Sixty-one percent of consumers remember the brand from the most recent promo product they received (PDF) opens in new window. Repeated annual exposure can help reinforce that recognition over time.

“It’s great for us because we get to help United Way and, of course, promote the business,” Arbogast said. “The more people see the name Century 21 Above and Beyond, the better.”

Mortgage company finds repeat trade show success

Useful event promo items become must-haves

While some traditions are built around a single item, Trident Home Loans has created anticipation with a variety of event favorites. The Pensacola, Florida-based mortgage lender serves military members, veterans and their families nationwide. To build brand awareness and connect with prospective customers, the company partic­ipates in about 10 events across the country each year, including military conferences, trade shows and golf outings. With competitors that include much larger financial in­stitutions, Trident looks for simple ways to stand out.

Rather than chase the latest trends, Trident Home Loans selects practical, tried-and-true giveaways for events. “We want prod­ucts that people are going to keep,” said Nadine Makos, marketing director.

Turning event gifts into anticipated traditions 

“We don’t go for anything extravagant. It’s about the simple, functional stuff that people keep coming back for.” That ap­proach aligns with consumer preferenc­es—as 68% of people say they keep a promo­tional product when it’s something they’ll actually use (PDF) opens in new window.

Makos said the company evaluates products through a simple lens: Will attendees still be using them after the event is over? That’s why Trident Home Loans gravitates toward practical items such as lip balm, house-shaped magnet clips, pens and aviator sun­glasses. The products are easy to pack and distribute at events, but more importantly, they offer ongoing value to recipients. Over time, attendees have come to expect certain items when they visit the Trident booth.

Daily reminders of your brand 

The company’s event strategy is shaped by the audience it serves. Many attendees at mil­itary conferences and aviation gatherings spend long hours traveling, working outdoors or moving between venues. As a result, prac­tical items often generate more enthusiasm than flashy or higher-priced alternatives.

“People always ask about the lip balms,” Makos said. “Many of them are wearing their flight suits, and they have these little pockets—I think they’re meant for pens—but that’s where people put the lip balms. It’s awesome.”

For Trident Home Loans, that kind of reac­tion is exactly the goal. Sometimes the key to creating demand isn’t finding something new—it’s consistently delivering something audiences will use and enjoy.

Event promotional products people look forward to

Century 21 Above and Beyond and Trident Home Loans show that creating demand doesn’t require a new strategy every year. By offering custom event merch that attendees find useful and memorable, both organizations have turned promo products into anticipated traditions that strengthen brand awareness and keep people coming back.

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Sources