Key Takeaways
• Signs and displays are becoming a larger part of promotional campaigns as brands invest more in experiential marketing, outdoor branding and event-based advertising.
• End-buyers increasingly want portable, modular and easy-to-assemble display solutions that can adapt to multiple events and branding needs.
• Creative enhancements like lighting, motion and immersive environmental graphics help signs and displays capture attention and create stronger brand engagement.
Of all the products in the print space, signs and displays might be the most underappreciated. Why? Because some people in promo might not even think of them as print. They’re considered trade show materials, the same way a decorator might not consider apparel a promotional product. The beauty of using a sign or display in a promotional campaign is that they come quite literally in all shapes and sizes, and there’s no shortage of potential end-user categories or implementations. Even more exciting for distributors is that interest is growing.
“These products have historically been steady performers, but we’re definitely seeing an uptick in demand,” says Bruce Kolbrener, vice president of sales for QUINN (asi/80228). “The increase is being driven by event-focused marketing, outdoor branding needs and upcoming large-scale national and global events.”
To his last point, Kolbrener is talking about the huge slate of events coming to the U.S. this summer, namely the 2026 FIFA World Cup and the America250 celebration that will include significant experiential marketing as well as huge installations geared toward fans.
“The America250 anniversary is driving significant demand for patriotic branding, events and celebration across the country,” he says. “In addition, the 2026 FIFA World Cup will bring global attention and increased demand for signage, displays and branded environments tied to national pride and team support.” Even if you aren’t selling products for these specific events, you can use them as a framework for events of any size. Consider how signs and event displays can create a cohesive branded space, and how different elements can work together.
Converging With Promo
Even as Kolbrener referenced the bigger events of the summer, he says that signs and displays can be a part of any larger campaign across nearly any vertical where advertising is necessary. If you’re already selling promo to them, chances are they have signage needs.
“One of the most effective approaches is to present signage and displays as part of a broader branding solution, rather than a standalone product,” he says.
Kolbrener recommends that distributors create virtual presentations to show how the signs and displays would be a part of the environment or event, and how attendees would interact with the space as well as other promotional materials.
“For example, combining banners, flags, tents and unique applications like branded trash bin wraps or stretch chair covers can help clients visualize a complete branding experience,” he says. “This approach makes it easier for distributors to expand into signage while increasing overall order value.”
Signage in experiential displays or immersive branding exhibits is an opportunity. But in addition, Kevin Walsh, president of Counselor Top 40 supplier Showdown Displays (asi/87188), says that distributors can incorporate smaller signage as add-ons for their business to attract more customers.
“We’ve really seen a pickup in outdoor signage,” says Walsh, a member of the Counselor Power 50 list of the promo industry’s most influential people. “I think of it as everything from A-frame sidewalk signs to what people would historically refer to as a sales sign or feather flags for the roadside, and then pop-up or event tents are also very popular for those products.”
He says that peak sales season for these types of products are the spring and into summer – which isn’t a surprise, as they appeal to people who are going outside. In places where it’s warm year-round, he says these sorts of products aren’t bound by seasons. Walsh says that he expected some companies to trim their marketing budgets as a result of tariffs and inflation, which he says has happened to some degree, but what surprised him was that he’s seen a good bit of what he calls “onesie-twosie” orders for signs and displays, which typically came in bulk orders as high as 500. “We’re a print-on-demand house, so I’m happy to do it,” he says. “And if we have more players involved, meaning more reseller distributors doing that, I think that’s good for our business and certainly good for the overall industry.”
Recommended Products
For distributors looking to incorporate signage into common verticals (education, food service, healthcare, etc.), Walsh recommends first homing in on the end-goal. It should go beyond simply getting someone’s attention. It should invite them to take the next step to engage with the brand the way they want.
“I think our team would first try to qualify the activity,” Walsh says. “What are you trying to accomplish, and what’s the vertical market that’s involved? If we’re talking about education and universities, the first place we would steer them is toward recruitment and retention. There is a lot of effort that goes into attracting new students and keeping the ones they have. So we would point them to use cases. If it’s a recruitment situation, we’d recommend a table cover that provides branding and visibility and then adding a tabletop display.”
Finally, he says, items like retractable banners can highlight features and benefits of programs for a university or a business, and use lifestyle images to make it more relatable and human. At QUINN, some of the most popular products are those feather banners and mesh fence banners for events, but flags are still the number-one item in the displays category.
“Flags remain our core product and the foundation of our business, and continue to drive strong demand across the promotional products industry,” Kolbrener says.
More than any specific style of sign or display, end-buyers are looking for something simple. Most of these products will be used temporarily and moved from location to location. They want something they can set up with minimal headache and then disassemble quickly and take to the next event.
“Today’s buyers are prioritizing portability, quick setup and ease of use,” Kolbrener says. “Products that require extensive assembly or are not travel-friendly are becoming less attractive compared to lightweight, efficient solutions.”
Other display products only need to last for one night, but the setup should still be simple. These sorts of displays can also explore spaces like floors and ceilings to add even more dimension, as adhesive-coated products manufacturer Drytac demonstrated at trade shows like the PRINTING United Expo in Orlando.
“They direct people, but there’s a different way to use them,” says Amanda Lowe, global marketing director for Drytac. “We’re seeing a big influx of dance floors for weddings. We’ll see people use the same material to wrap bars at a wedding because people want the whole branding experience.”
Think Modular
Walsh says that as creative directors continue to play with different ideas about what a branded event can look like, they’re seeing an increase in demand for modular signage rather than single flat signage that acts as a billboard. Since modular pieces fit together, this also allows the end-buyer to buy one piece and maybe upgrade down the line as their plans change or their events require more brand visibility.
“Modular displays allow a user to buy a component now and then add components later – they snap together like a LEGO set,” Walsh says. “That’s been a big opportunity for businesses and continues this year.”
Walsh says that Showdown has also incorporated lighting into their signs and displays. It’s not hard to understand the appeal: Our eyes are naturally drawn to light. And even in the harsh fluorescent glow of a trade show hall, lit displays pop and stand out.
“Lighting, sound and motion are three key ways to attract people to a booth,” Walsh says. “Adding internal lighting has really created a ‘moth-to-the-flame’ effect. People are drawn to it and clients recognize that.”
Showdown creates movement with simple things like their “Spin ‘N Win” line, which features spinning prize wheels. The effect is akin to jingling keys for a baby, but much more elegant. The prize wheels, like the entire category of signs and displays, is engineered to capture someone’s attention.
