The promotional products market is changing quickly, driven by customers who want more personalization, faster production, smaller quantities and decoration that feels fresh. For distributors, keeping pace with those expectations means understanding what today’s printing and decoration technologies can make possible.

PRINTING United Expo, set for September in Las Vegas, is an opportunity for distributors to expand their knowledge on decoration methods and explore avenues for business diversification.

“The biggest shift we’re seeing is the demand for flexibility,” says Wendy Knapp, vice president of branded solutions at Sussex, WI-based marketing service provider Quad (asi/232306). “Customers want one-piece minimums, quick turnaround, competitive pricing and the ability to order on demand instead of committing to large inventories.”

At the same time, pop culture trends are constantly changing, says Taylor Borst, vice president of vendor relations, marketing and events at Counselor Top 40 distributor ASB (asi/120075). Distributors need to understand what end-buyers want to see in branded products to stay relevant.

“We can’t keep defaulting to standard one-color embroidery or screen print for everything,” Borst says. “Unique, compelling deco keeps even the most basic goods fresh and relevant.”

Jay Busselle, industry veteran and co-founder of the Branded Merch Network, sees similar demand for shorter runs, faster turns and more original ideas.

“Understanding what today’s decoration and print technology can actually do will make you better at bringing customers ideas that are both creative and possible,” he points out.

Fellow Branded Merch Network co-founder Jeff Solomon also underscores this point.

“Technology is moving fast,” he says. “Being aware of new decorating processes will give a promo distributor an advantage over less savvy competitors.”

That’s why both say attending shows like PRINTING United Expo is essential for savvy distributors. Rather than focusing just on products, the expo brings together commercial printing, decorated apparel, packaging, signage and other print segments, giving attendees a broader look at how to address customer needs.

“The biggest shift we’re seeing is the demand for flexibility.” Wendy Knapp, Quad (asi/232306)

“Customers don’t live inside the same industry categories we do,” Busselle says. “They have marketing problems, launches, events, employee programs, packaging needs, signage needs, apparel needs and everything in between. PRINTING United Expo gives distributors a chance to see how all of those worlds are starting to overlap and where promo can become part of a much bigger solution.”

Knapp says many organizations are already looking for a single partner capable of connecting commercial print, promotional products, packaging, e-commerce, fulfillment and custom kitting into one integrated brand experience. That convergence creates an opportunity for distributors who can recognize needs beyond the traditional promo order.

Solomon says that is exactly what makes the expo valuable: “Industry events like PRINTING United Expo offer a unique opportunity to explore additional business opportunities that go beyond selling promotional products.”

The Value of Building Relationships

There’s also value in simply being together.

“This industry runs on relationships,” Borst says. “Even though a wealth of knowledge is just one Google or AI search away, coming together in a physical setting will always be one of the most impactful ways to learn, collaborate and create progress.”

For distributors accustomed to seeing finished samples at shows, PRINTING United Expo also offers the chance to look further upstream – at how products are printed, decorated and packaged.

“There’s a huge difference between seeing a finished sample and watching how it was created,” Busselle says. Watching equipment run, seeing substrates printed and observing inks, textures, finishing and customization can generate entirely different ways of thinking about customer challenges.

“That’s usually where the best ideas come from,” he says.

Borst agrees that seeing decoration in action provides a deeper appreciation for the process. It helps buyers understand the energy, detail and production life cycle behind the finished item they ultimately place in a customer’s hands.

That production knowledge can be useful even for distributors with no intention of buying equipment.

“Knowledge is power,” Solomon says. “Even though a promo distributor may be unlikely to be a buyer of this equipment, understanding how it works is valuable, enabling them to better serve their clients.”

Exploring New Revenue Streams

And in some cases, seeing what’s possible can reveal entirely new revenue streams. Busselle says distributors may arrive thinking about traditional promo and discover opportunities in packaging, signage, decorated apparel, labels or specialty printing.

“You don’t necessarily have to produce any of it yourself,” he says. “You just need to understand enough to recognize the opportunity and know who to partner with.”

Knapp is particularly interested in advancements that make true print-on-demand production more efficient, including digital decoration, direct to film, UV printing, automation, robotics and workflow software that reduces manual touchpoints from order entry through fulfillment.

“We can’t keep defaulting to standard one-color embroidery or screen print for everything. Unique, compelling deco keeps even the most basic goods fresh and relevant.” Taylor Borst, ASB (asi/120075)

Solomon also points to POD as an important trend – and, potentially, a realistic investment for some distributors. “Buying this type of equipment may be within distributors’ financial reach and can create an additional profit center for their business,” he says.

Busselle recommends watching technologies that make personalization, customization, embellishment and shorter production runs easier, including DTF heat transfers, direct to garment, digital printing, laser decoration, dimensional effects and specialty effects.

“You don’t need to memorize every machine and its capability,” Busselle says. “You need to recognize how technology is removing some of the friction and old creative limitations.”

For a distributor who has never attended PRINTING United Expo, the value may come from the combination of technology, ideas and people.

“You cannot conquer PRINTING United Expo, and you shouldn’t try,” Busselle says. “Pick a few things you want to learn, leave room for something you never expected to find and talk to people outside your normal promo circle.”

At PRINTING United Expo, distributors can learn not only what products are available, but how they are produced while gaining access to networking and education that reaches well beyond a traditional promotional products show.

“Attending PRINTING United Expo can be a game-changing experience for companies open to growing their business,” Busselle says.

Print & Promo Marketing is your source for news, commentary and strategy for the promotional products, commercial print and product decoration industries.