How Businesses Use Custom Pins for Marketing

Many businesses use promotional pins at trade shows, events, conferences, product launches, and other brand activities.

But handing out a pin doesn’t mean people will keep it.

According to ASI’s 2026 Ad Impressions Study, 78% of U.S. consumers would keep a promotional item because it’s useful. Pins don’t offer the same everyday function as drinkware or umbrellas, so they need a different reason to stick around—good design, event value, identity, or exclusivity.

Before ordering, ask four questions:

Who is it for? → Where will you give it out? → Why would they keep it? → What should they do next?

Define Your Marketing Goals First

Before you start designing, decide what you want the campaign to do.

Research from PPAI found that 76% of recipients have looked up a brand after receiving a promotional product. A good giveaway can do more than get your name in front of people. It can give them a reason to interact with your brand.

Brand Awareness

Use them to introduce your brand to new audiences. When people keep wearing them after the event, that long-term brand visibility can continue well beyond the campaign.

Customer Engagement

Make the giveaway part of the activity. You might give one to people who check in, complete a challenge, join a promotion, or take part in an event.

Community & Membership

Use them for member programs, brand communities, clubs, and ambassador campaigns.

Recognition

They can also be used to recognize employees, customers, partners, or members for milestones and achievements.

7 Custom Pin Marketing Ideas

1. Trade Shows and Conferences

A basic logo pin can easily get lost with all the other event giveaways.

Try making something just for the event instead. The design could include:

• Your company logo
• Event theme
• Year
• City
• Mascot or icon

This makes it feel more like an event keepsake than another piece of promotional swag.

2. Product Launches

Create the artwork around the product or the launch itself.

You could use the product shape, packaging, a brand character, or artwork from the campaign. Add them to first orders, VIP packages, media kits, or hand them out at the launch.

For a special release, you can also make a limited or numbered edition.

3. Customer Gifts

Pins also work well as a small extra in customer orders, holiday packages, subscription boxes, VIP gifts, or thank-you packages.

The design doesn’t always need to be your company logo. A mascot, popular product, slogan, anniversary design, or even an industry joke may be more interesting to your customers.

4. Employee and Team Pins

They’re also an easy way to mark employee milestones.

New Hire → Years of Service → Sales Achievement → Company Anniversary

You can use a different design for each milestone and build a simple recognition program over time.

5. Social Media Campaigns

A giveaway can also become part of a social media campaign.

For example:

Pick up a pin → Take a photo → Tag the brand → Use the campaign hashtag → Enter a giveaway

It’s a simple way to keep the promotion going after someone leaves the event.

6. Loyalty and Collectible Programs

Instead of making one design, release a series throughout the year.

For example:

Spring → Summer → Fall → Holiday

You can also make a different version for each event or location. People who want the full set have a reason to come back.

7. Partnerships and Co-Branded Campaigns

If two brands are working together, you don’t have to put both logos side by side and call it done.

Try combining elements from both brands, such as mascots, products, icons, or campaign artwork.

This works well for brand collaborations, charity events, sponsorships, and retailer partnerships.

How to Design a Pin People Will Want to Wear

There isn’t much space on a pin, so don’t try to fit your logo, slogan, website, event date, and every other detail on the front.

Keep the design simple and focus on one or two main elements.

Some ideas include:

• Vintage badge designs
• Brand mascots
• Local landmarks
• Product icons
• Inside jokes or funny artwork

If you need to include a website, event date, or longer message, put it on the backing card or the back of the pin.

You should also choose the production method based on the artwork and how you plan to use it.

Connect Your Offline Campaign to Online Marketing

You can also use the giveaway to send people somewhere online.

QR Code

Link it to a landing page, sign-up form, product page, or special offer. If you want the QR code directly on the pin, test the final size before production to make sure it scans properly.

Campaign URL

Put a short, easy-to-remember URL on the backing card or event materials and send visitors to a page made specifically for the campaign.

Social Hashtag

Create a hashtag for the event or campaign and encourage people to use it when they post photos.

Redemption Code

Use a unique code, such as PIN2026, for a discount, giveaway, or future offer. It also gives you an easy way to see how many people responded.

How to Measure Pin Marketing ROI

How many you hand out is only one number. It doesn’t tell you what happened afterward.

If the campaign includes a QR code, URL, promo code, or hashtag, you can track:

• QR code scans
• Landing page visits
• Email sign-ups or form submissions
• Promo code uses
• Social posts and hashtag mentions
• Qualified leads

For example, say you hand out 1,000 pins at a trade show. If 150 people scan the QR code, 40 sign up for a demo, and 10 request a quote, you have a much better idea of what the campaign actually produced.

Turn Your Next Campaign Into Something People Keep

A good promotional pin should feel like something worth keeping, not just another giveaway.

If you have an idea for your next event, launch, or promotion, send it to VeperPins. We’ll help you turn it into a custom pin ready for production.