Here at The Dunstan Group, we’re always looking for ways to prove branded merchandise and apparel more memorable, more useful, and more effective. So when it came time to promote ourselves at the ALLPRO Spring Show, we knew we wanted to do more than hand out a basic giveaway. So you know, ALLPRO is a professional trade association of independent paint store owners. The Dunstan Group is a branded merchandise and apparel partner, and part of the group. At this year’s show, we wanted to increase engagement with other ALLPRO members, and showcase a smart, conversation-worthy item.
That’s where this big idea came into play.
It all started with a conversation about how to create a giveaway that would feel interactive and engaging for ALLPRO attendees. Because our business is all about relationships, we wanted a promo item that would do more than sit on a table or get tossed into a bag. We wanted a token that would help us stay top of mind after the show and give people an easy next step when they were ready to connect.
A custom poker chip checked all those boxes.
Yes, a poker chip. It was compact, easy to carry, and fully-customizable on both sides! Even better, it gave us room to include a QR code that could lead attendees directly to a link for a special offer. That meant we weren’t just giving something away; we were creating an easy path from booth interaction to post-show follow-up.
The poker chip’s “Lucky 10” promotion offered 10% off for Spring Show attendees who scanned the QR code and filled out the form. The chip also let us have a little fun promoting the Fall ALLPRO Show and its Vegas theme. It was a natural way to play into that upcoming moment, and let us build messaging around “don’t gamble on your brand.”
And, of course, It worked!
We saw scans come in early — even before the show floor opened the next morning — which told us the chip was doing exactly what we hoped. It stayed in pockets, and kept our brand top-of-mind. It kept our name in front of attendees after they left the booth, and it gave us a clear, easy way to follow up with people who were interested in learning more.
That follow-up mattered. The form responses helped us start conversations, and move those prospects toward actual orders. It was way more than a fun giveaway. It was a practical marketing tool that helped turn booth engagement into business. In fact, it increased booth engagement seven-fold!
At the ALLPRO Spring Show, like other trade shows, standing out in a crowd is key. This project gave us an opportunity to do just that, and lert us show that The Dunstan Group thinks creatively about branded merchandise in ways that go beyond the expected. The poker chip became a conversation starter, a memorable takeaway, and a reminder that promotional products are more than just giveaways when they’re done thoughtfully.
We love helping our clients create branded merchandise and apparel that connects with people and supports a bigger marketing goal. Sure, it was fun to do something like this for ourselves, but the real win was the real-time showcase of just how effective a well-executed promo idea can be.
