Exhibition merchandise is a staple at trade shows and industry events. From tote bags to lanyards, these items are more than just giveaways - they’re walking advertisements, conversation starters, and touchpoints that can extend your brand visibility well beyond the event hall.

But here's the real question: are you measuring how well they actually work?

Too often, merchandise is treated as a tick-box requirement, chosen quickly, handed out widely, and forgotten about after the event. Yet with the right approach, exhibition merchandise can deliver measurable returns. In this blog, we’ll show you how to track and improve the ROI of your branded products, using smarter planning, better product choices, and clever post-event analysis.

Why Exhibition Merchandise ROI Often Goes Unmeasured

Exhibitions move fast and in the flurry of booking space, prepping collateral, and briefing your stand team, merchandise can feel like a last-minute minor detail. But while a bag of giveaways might look great on your table, they’re only truly valuable if they’re contributing to your goals: driving traffic and generating leads.

Without defined outcomes or tracking methods, it becomes nearly impossible to justify the spend - or improve next time.

What Does ROI Look Like for Merchandise at Exhibitions?

It’s easy to focus on the number of items given out, but as we all know, quantity doesn’t always equal quality. The best exhibition merchandise is designed to create engagement and extend your brand message beyond the stand. Here are some useful metrics to track:

• Increases in stand traffic linked to product distribution
• Web visits or form submissions tied to tracked QR codes or printed URLs
• Conversations or scan rates for visitors who received a particular item
• Social media engagement or mentions of your products in attendee posts
• Brand visibility during and after the event (e.g. tote bags still being used weeks later), if that data is available

Tracking Methods That Actually Work

Thankfully, you don’t need complex systems to start tracking. A few simple strategies can help you build meaningful data around your merchandise:

• QR Codes: Add a code to notebooks, exhibition badge inserts, or pens that link to a post-event page, special offer, or gated resource.
• Promo Codes or Landing Pages: Include unique URLs on giveaways to measure how many visitors took further action.
• Item Tiers: Use basic giveaways for general footfall and reserve higher-end items (like branded notebooks or bottles) for those who book a demo or complete a survey.
• Scannable Distribution: Log what item each visitor receives during badge scans to track which products correlate with high-quality leads.

Choose Products That Deliver a Lasting Impact

So, not all exhibition giveaways are created equal. To maximise ROI, we always recommend focusing on items that are both practical and visible during the event.

Great examples from our Conference & Exhibition range include:

Branded Lanyards & Exhibition Badge Holders - These are worn throughout the day, seen in every interaction, and often appear in attendee photos. With strong branding placement and essential functionality, they offer exceptional visibility at a low cost per impression. Discover one of our highlighted lanyards below:

Tote Bags - Giveaways that move. Tote bags aren't just convenient for carrying brochures, they serve as walking billboards for your brand across the venue and even post-event. Lightweight, budget-friendly, and ideal for mass distribution without sacrificing branding, items like the Lyon non-woven tote bag are perfect for exhibitions.

Custom Notebooks - Still one of the most retained and used promotional items at events, branded notebooks offer subtle, long-term brand reinforcement, especially when handed out during seminars or speaker sessions. Elegant and gift-worthy, the premium Nina Ricci Pen and Notebook set leaves a strong impression with decision-makers or as part of meeting packs.

Don’t Forget the Stand: Tablecloths Matter Too

It’s easy to overlook your stand’s tablecloth, but they form a crucial part of your branding real estate. A high-quality, well-designed cloth reinforces visual consistency, photographs well, and ties your giveaways back to the bigger picture. The more your items complement your space, the more cohesive and professional your stand appears. Take a look at one of our favourites below.

Post-Event: How to Analyse Performance

Once the exhibition is over, it’s time to reflect. Review your results using any of the following:

• Spikes in traffic to the landing pages printed on your items
• Engagement rates from promo codes or QR scans
• Anecdotal feedback from the sales team - what items led to memorable conversations?
• Survey follow-ups asking what people remembered or used
• Lead quality analysis: did those who received higher-value merchandise convert better?

This review process helps refine your future approach and ensures each product you order earns its place.

To Conclude

Exhibition merchandise is too valuable to leave unmeasured. With a bit of forethought, the right mix of items, and simple tracking tools, you can transform your giveaways from passive handouts into strategic brand assets.

At JDR Branding, we help businesses build smart, effective merchandise strategies for conferences and exhibitions. Whether you need exhibition badge holders, branded tablecloths, or engaging giveaway items, our team is here to help you make it count.

Explore our full conference & exhibition collection here or get in touch to start planning your next high-impact stand.