Giveaways and printed brochures still dominate industrial exhibitions — but are they delivering lasting value? With a growing focus on sustainability and smarter marketing, it may be time to rethink what we hand out and how we follow up.
Trade shows remain a powerful tool for industrial businesses — a place to launch products, expand networks, strengthen relationships, and shape perception. At SE10, we’re regularly helping clients to make the most of these moments, but while every exhibition is different, a common thread runs through many: the unspoken problem of waste.
Not waste in the strictest logistical sense, but the quieter kind — waste that accumulates in stacks of brochures barely read, and giveaways grabbed more out of habit than interest. As marketers, communicators, and brand builders, we believe it’s worth reflecting on how we can all be more thoughtful — and more effective.
Paper doesn’t always land – but data can
For years, printed brochures have been the backbone of trade show materials. But in 2025, the reality is shifting. Sustainability goals are tightening. Printing costs are rising. And many of us know the feeling of returning from a show with a suitcase full of paper and no memory of what was actually said.
Digital tools offer a smarter route. QR codes, lead capture forms, and event-specific landing pages allow companies to collect contact details in the moment — then follow up with targeted, relevant content. This is where marketing automation comes into its own. With the right systems in place, exhibitors can track engagement, score leads, and build tailored nurture journeys that keep prospects warm long after the show doors close.
It’s not just more sustainable — it’s more strategic. And done well, it can turn a one-off conversation into a long-term client relationship. Our dedicated digital marketing specialist at SE10 helps clients set up these systems, making sure the infrastructure behind the stand is just as strong as the one on the show floor.
Of course, there’s still a place for well-crafted print collateral. A concise handout, a compelling case study, or a tightly edited product sheet can be useful in the right context. But the key is intention. What are we handing out, and why?
Thoughtful giveaways mean more
Branded merchandise has also long been a trade show staple — a way to attract attention and leave a physical reminder. But not all giveaways are created equal. Too often, items end up as clutter, or worse, landfill.
The ones that stay with us are the ones that feel intentional.
After I interviewed the Italian chapter president of Women in Nuclear at Nuclear Power Expo in May, she handed me a small gift — a lip balm in a container shaped like a nucleus, printed with the Women in Nuclear Italy logo. It was simple, thoughtful, and clearly chosen with care. I have used it regularly since and each time I do, I’m reminded of that moment, that conversation, and that organisation.
That’s the power of considered merchandise. When it’s relevant, useful, and offered as part of a genuine interaction, a giveaway becomes more than a trinket — it becomes a touchpoint.
There’s an opportunity here for industrial exhibitors to move away from mass giveaways and towards more meaningful gestures. Not necessarily more expensive, but more deliberate. Fewer bouncy balls, more lasting impressions.
Smarter presence, greater value
Trade shows are about showing up well. But they’re also about showing up wisely. As the industrial sector increasingly talks about efficiency and sustainability, marketing approaches should follow suit.
That doesn’t mean being austere or stripping the fun from the experience. It means aligning tactics with values and making small shifts that reflect a bigger picture. And at SE10, we’re proud to help our clients tell powerful stories at events — stories that travel further than a tote bag, and last longer than a brochure.
So if you’re preparing for an upcoming event and would like to explore more digital communication options, we’d love to hear from you. Get in touch.
