Maximizing Your Impact: Lessons from the PPAI Expo

I just got home from one of the largest events in our industry - the PPAI - Promotional Products Association International 2025 Expo. This is an annual conference - a four-day show that is a mix of professional development and education sessions and a tradeshow floor of thousands of exhibitors sharing their latest and greatest products and services.?

I remember the first time I attended the show in 2018. I walked onto the show floor and it was like stepping into a real life Pinterest board. I could not believe the amount of creativity and opportunity on the show floor.

I always am on the lookout to see how suppliers and distributor groups alike use the show to launch new products, unveil a rebrand (or new brand) and show off their merch collections to the masses. Here are some ways I saw people and companies who attended PPAI take full advantage of their investment in the show.?

Start thinking about how you can incorporate these strategies into your next show.

Pre-Show Buzz: Building Excitement

• Give attendees a sneak peek of what's coming. Are you launching a rebrand or a new product? Drop hints on social media, create countdown posts, or even send teasers to your email list. Get those curiosity gears turning! Here's an example of how Goldstar teased their rebrand prior to the show and then continued to promote it on their social media during the show.

• Promote Your Session: Did you submit a speaking proposal and were chosen? Hype up your session, tag the event and the people you are presenting with. (Take notes from Joshua Pospisil, MAS ) Use the graphics the show provides you to promote your session. Interact with the show organizers posts. Jessica Gibbons-Rauch, MBA, MAS did an awesome job promoting all the education sessions this year! Tell attendees what to expect - do you need to download something before you attend the session?

• Partner Up: Reach out to show organizers for live interview opportunities. This not only builds credibility but also puts you in front of a wider audience before the event even starts.
• Create FOMO: Use social media to your advantage. Post behind-the-scenes content of your team preparing for the event. Share exciting snippets about what attendees can expect. Encourage your team and loyal customers to spread the word. Remember, FOMO (Fear of Missing Out) is a powerful motivator!

During the Show: Standing Out in the Crowd

• Live It Up: Encourage your team and booth visitors to share their experiences on social media in real-time.?We used an app called Whova to capture general event photos as well as new products people found on the show floor. We'll repurpose these photos on our event recaps!

• Engage People at Your Booth: I love the creativity of suppliers at this show. Their booths go beyond the traditional pipe and drape and create experiences for people to walk into. Have something interactive at your booth. SnugZ USA had a cash grab at their booth!

• Network Network Network: Don't just stick to your booth or meeting space. Attend sessions, participate in discussions, attend industry events and activities. You could even create your own industry event! The connections you make can be just as valuable as the leads you generate.

Post-Show Strategy: Keeping the Momentum Going

• Follow-Up: Don't let those new connections go cold! Connect with them on LinkedIn. Stay true to your word - did you make promises at the show that you need to follow through with?
• Content Creation: Turn your event experiences into valuable content. Write blog posts about key takeaways, create video recaps. keep the conversation going.
• Take notes during the show because you won't remember everything when it comes time to plan for the following year's show. What worked well? What could be improved?

Are feeling ready to take on your next industry event? With these ideas in your back pocket, you're all set to turn those occasional marketing moments at the events into unforgettable brand experiences.