I had the incredible opportunity to attend the Online Retailer Conference 2025, one of the highlights on the yearly calendar in the e-commerce and retail space. As always it was held in the ICC at Darling Harbour, Sydney Australia. Why did I attend? A few reasons:
- See the latest trends in Technology and software (things I can use to our technology stack to enhance our client online experiences)
- Engage with customers who were using our merchandise during the event
- Seeing how our work was contributing to their success in driving clients to booths
Using my 18+years of experience in supplying and recommending merchandise and seeing how successful they are in resonating with clients.
What I Learned: Promotional Products Are Key to Driving Engagement
One thing became crystal clear during the event: exhibitors using custom-branded merchandise attracted far more attention than those who didn’t. As I walked through the aisles, I couldn’t help but notice the booths that stood out. It wasn’t just about the products on display—it was the promotional items drawing in the crowds. The merch added colour and atmosphere.
Attracting attention is partly winning the game at trade shows. Converting and engaging is where you will begin to win leads. That is the thing with merchandise. If you run out of things to say or need conversation starters, then merch can help you. During the conference, we received overwhelmingly positive feedback from our clients on the floor. Many told us that their custom-branded merchandise—whether it was tote bags or water bottles—played a pivotal role in starting conversations.
Several of our clients reported a 20% increase in booth traffic, thanks to the appeal of custom-branded merchandise we supplied. This increase in foot traffic directly translated to more leads and increased brand awareness. In shows like this, crowds attract more crowds. This is precisely what you want. One client messaged me today to report that they had seen an uptick in social media mentions this morning, thanks to attendees sharing photos of their branded products, which had boosted online visibility.
The Power of Useful, Premium, Attractive Merch + Engaging Experiences
The most successful stands used branded promotional items that were:
1) Eye-Catching & attractive
2) Useful
3) Premium
4) Part of an experience
Knowing how much they had invested in them, I also knew these were not low-budget products either. Having these three components was not enough, though. The merchandise also needed to support a bigger message. They needed to create an engaging experience. You see, free stuff works, but only to an extent. It’s about offering items that resonate with the audience and align with the atmosphere around. (the atmosphere at the Online Retailer 2025 was clearly one of high energy)
(You can buy custom Rubik Cubes for your organisation here)
Reusable Water Bottle Example
Let me give you an example: The event wanted to be seen as sustainable. Therefore, plastic bottles are out, water fountains and reusable custom bottles are in. Take a look:
These bottles were directly next to a water bubbler. Guests would reuse the bottles during and after the event. The bottles were also custom-branded. So, yes, the bottles cost $6.00, but the ongoing marketing value would far exceed that. (You too can Buy Custom Reusable Bottles here)
Merch & Experiences Go Hand In Hand
When businesses incorporated interactive experiences alongside their branded merchandise, the result was next level. One standout example came from Australia Post, which offered visitors the chance to “pick and pack their bag of lollies” to a weight of 250 grams. Guests get to take home that bag of lollies regardless (my bag weighs 309 grams). If you did manage to get the weight down to 250 grams, you won an additional prize. Even if guests didn’t win (like me), the fun experience of filling up their bag left a lasting impression. The kind staff at Aussie Post even helped take photos of guests, too. This type of engagement didn’t just attract attention—it created a memorable experience that tied the brand to a positive emotion.
  
Another memorable experience was a booth featuring a claw game machine, where attendees could use the claw to win merchandise prizes, including branded items. The game’s fun and playful nature generated buzz, encouraged people to stop by, and created a conversation starter for the brand. These interactive experiences, combined with high-quality merchandise, made the booth stand out in the crowded exhibition space.
Cheeky Messages Stick
Yes, great-looking merchandise works. Additionally, combining merchandise with experiences is also an effective strategy. Another way to make merch work for you is to use it in cheeky marketing campaigns. Look at this one. This company gave out Hot Sauce. Their tagline? “Hot and Spicy Ecommerce Secret Sauce.”The New Wave Group did this, and the bottle included a QR code for clients to scan. Brilliant marketing.
Client Success Stories: Real Results from the Event
During my time at the conference, I met several clients who shared their success stories with me. One exhibitor, for instance, told me that their custom-branded merchandise—particularly the bold, high-quality tote bags—helped them stand out at the event. They reported 20% more foot traffic at their booth compared to their neighbours who had no merchandise.
Bags were a big topic for me at these shows. For some reason, there were not many bags. The few booths that did offer bags had the fortunate opportunity to see their logo on the back of the bags everywhere on the show floor.
Another client shared that after incorporating socks into their booth giveaways, they saw a noticeable increase in engagement. Attendees didn’t just grab the socks and leave. (We Sydney siders are far too polite to do that.) The stops allowed people to interact with booth staff and engage in meaningful conversations. Once again, more conversions. This increased interaction helped the client forge stronger connections, making the giveaway not just an item but a tool for building relationships.
Our Client: Conversion Kings
I also stopped by our client conversion, Kings. You can see our merchandise everywhere at their booth, including the banners. What made Conversion Kings stand out? They combined their booth with a Car!! One of 2 cars on the show floor. A showstopper.
Cubic Promote: The Partner You Can Count On
As I looked around the conference floor, it became evident that Cubic Promote’s products were making a difference. From custom-branded socks to lanyards, our promotional items weren’t just giveaways; they were tools designed to boost engagement and increase brand visibility.
With over 18 years of experience in the promotional products industry, Cubic Promote has established a reputation for providing high-quality, custom-branded items. When clients call, they work with our team of Creative Directors, such as Joanna or Swammi. Our creative directors have both the training and experience to help businesses achieve tangible results. Our experience working with event locations in Perth, Brisbane, and throughout Australia ensures we get the logistics right as well. Don’t take my word for it, have a read of our testimonials from happy clients.
Takeaway: Make Your Next Event a Success with Custom Merchandise
The Online Retailer Conference 2025 was a fight for attention. The standards are incredibly high now. Investing in merchandise and strategic marketing planning provides exhibitors with a good opportunity to acquire new, relevant clients. For those booths that did not plan, it was incredibly hard to get a cut-through when competing with others that did. Utilise merchandise to help create engaging, interactive elements that foster lasting memories for attendees.
Need help choosing the perfect product for your next event? Buy today by calling 1300 858 288
