Small businesses might ask their marketing partners about "what's hot." Anytime trade shows are on the calendar, it’s a good time for them to consider the latest promotional products to be released. But it’s also helpful for them to understand the products that make up the biggest slice of the market and why.

This month in Counselor, the Advertising Specialty Institute put out a handy infographic that illustrates the biggest sellers by category.

The largest seller, which is no surprise, is the t-shirt. One of a few wearables listed, the t-shirt was the only promotional product in double-digits, claiming 12.5 percent of the market share of branded items companies and other institutions give away to target audiences. As we've discussed before, the t-shirt is an American classic. In business, companies like to offer customers attractive branded garments that people will actually wear.

But it's clear that wearable = useful to a lot of Americans. Other wearable promotional products that claimed a spot in the top products included polo/sport shirts and caps/headwear, which garnered 8 percent and 6.2 percent respectively.

In second place overall is bags, a category that includes backpacks, duffels and other carrying accessories, at 9.9 percent. Rounding out the rest of the top players in the list, office- and work-related items were popular, with pens and writing instruments tying for third place at 8 percent, while desk and office accessories got 4.7 percent. An old classic, calendars, grabbed 3 percent of market share. Newer categories added only within the last few years, including mobile/tech, electronics and USB drives all claim 2% or more of market share.

There is probably a greater selection of promotional products for businesses than ever before. Some opt for more playful products, including sports and outdoor gear like sunglasses, cube lights and backpacks, as well as grill or barbecue products. Other businesses, especially higher end services businesses in the legal and financial sectors can opt for fancy cutlery, neckties and even cufflinks and jewelry. These types of gifts work especially well for for long-term client with whom they have established relationships.

When it comes to events ranging from corporate picnics to employee outings to trade shows, giveaways emblazoned with brand names might be less formal. This is where t-shirts, water bottles and everyday items come into play, helping your customers’ brands be visible constantly to their customers.

Picking Products for Events

ASI's top ten list might get your wheels turning with ideas about what to recommend for your customers’ next trade shows. But it's not as important to choose from popular categories of promo products as it is to pick the right ones for their audiences.

As the Better Business Bureau wrote last fall in the Journal Advocate, promotional products can have their biggest impact when you can match the businesses to the items they are giving away. Themes work, the BBB said. But make sure somehow they promote what your SMBs do best.

"If your business serves muffins, makes candy or roasts coffee, bring individually packaged samples as your give-away to turn potential customers into actual customers."

Likewise, think about your audience. If the target customers are young adults, consider items that they favor such as ear buds, drinkware or even quirky and playful desk toys.

Build the Audiences Before and During

Business 2 Community mentioned something important in a post last December. Talking about trade shows, B2C reported that 7 out of 10 trade show pros plan and research who is coming before the shows’ doors open.

In what they called "pre-event outreach", B2C suggests exhibitors use their social media, newsletters and even email blasts to let people know they will be exhibiting or attending. "Start the conversation before the event — social media is a great way to do this," B2C wrote. "Share pictures of your stand, your team, and attendees on Facebook and Twitter."

Pre-event outreach gives SMBs the opportunity to invite attendees to their booths and highlight their promotional products. Also, if they are running contests, conducting product demos, or giving educational seminars, they should continue the conversation on social media while at the shows.

Success in marketing for SMBs at trade shows — or anywhere, really — is always part art, part science. Getting the right promotional products is one part and that’s where you come in. But beyond the products, make sure you help SMBs create enjoyable and valuable experiences for their audiences.

While you focus on your customers and their success, Idea Custom Solutions can handle the vector artwork and embroidery digitizing you need to fulfill their orders — regardless of the promotional products they choose for their companies. With our fast turn times and reliable top-notch quality, they’ll look good to their clients and you’ll look good as their trusted marketing resource!