With trade shows and events, almost every detail matters – including the choice of swag. Our curiosity about preferences and deciding factors drove us to gather data and understand this topic more deeply. To that end, we at CLI surveyed more than 250 professionals in North America and Europe to uncover trends and guide marketers in using their swag dollars wisely.
We’re happy to share some of the high-level results here. Overall, we are at a pivotal moment for event planners and marketers alike – where budgets are tight, and attendees are more demanding.
A Shift Towards Sustainability and Practicality
The results clearly showed a significant departure from traditional, often forgettable giveaways. Today’s professionals strongly prefer items that are not only practical but also environmentally friendly. This shift is not merely a trend but a reflection of attendees’ growing consciousness of sustainability and usefulness in the items they receive.
Easily far and away, the safest item to offer event attendees is quality notebooks (which we recommend are made from recycled materials). These items are appreciated for their utility and alignment with the values of a socially responsible audience.
Surprising to some of us who attend lots of events, the interest in clothing items, such as t-shirts and socks, ranks high. Some may complain that they have a ton of these items, but we must remember that it’s not about us so much as about the attendees. This was also a clear takeaway – to remind ourselves to separate our opinions from our preferences and cater to what our attending audience wants.
But that’s not all; there are other considerations at play – maybe not historically considered. For example, we uncovered slight regional variations that revealed how cultural and regional dynamics influence swag preferences. For example, here are the differences between Europe and North America:
Significant shifts also occurred depending on seniority, gender and industry. Each of these will impact what is on your table for attendees, so consider not placing all your eggs in the basket of offering one item only. It was also clear from our research that people expect swag and are concerned about the environment. Donations to charitable causes threaded the needle of keeping everyone happy.
The most important thing we learned is that knowing your event audience demographics will be the most significant determinant of whether you’ll be stuck shipping boxes back to the office or begging folks to take a case of hand sanitizer home with them in their luggage.
We hope you enjoyed these higher-level findings, and if you’re interested in receiving the full report, as well as numerous other research reports and educational resources exclusive to our premium CLI members, you can learn more here.
Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!
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Jun 28, 2024
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Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
