Maintain Serious Swagger with Your Brand Swag

April 1, 2016

In a face-to-face marketing scenario, swag isn’t just a cheap party favor you give to guests at the end of the night. It’s your currency.

The role of swag shouldn’t be underestimated. When utilized correctly, it provides brands with a physical and emotional connection to their customers before, during, and after an event.

In other words, swag is a gift that keeps on giving — and that’s why it has become a $21 billion industry. One study found that 87 percent of eventgoers keep the promotional items they receive for more than a year, and 79 percent of them say they’d be likely to do business with that company again.

From fairs to trade shows to theme parks to gas stations, the power of swag can open doors for your brand anywhere. The first step to unlocking its potential is realizing that not all swag is created equal.

The Wide World of Swag

Swag can be as small as a pencil topper or as big as a VIP trip to a concert. It can be a tangible item that sits on a desk or an experience that lives inside the mind. The possibilities are truly endless. 

One thing remains consistent, though: The better your swag strategy is, the more important, valued, and excited your consumers will feel about your brand. 

Here’s how to harness the power of swag for your unique brand:

Match your swag to your message. It’s key to offer swag that reflects your brand’s message and values. If your company’s identity revolves around practicality and productivity, don’t hand out time-wasting junk like yo-yos and rubber balls. Instead, give your audience something they need, like a branded roll of duct tape or a Swiss army knife. Remember, this is something your customer plans to have in his or her home for years to come. Be proud of what you’re offering, and make sure it reflects the right brand image.

Solve a problem with your swag. Even if your brand isn’t all about practicality and productivity, giving your customers something they can actually use is a smart way to gain their respect and gratitude. For example, if you’re marketing at an outdoor event, consider offering branded umbrellas, bottles of water, sunblock, or folding fans. Customers are much more likely to remember brands that help them out.

Don’t fall into a swag rut. Customers will eventually forget a brand that relies on the same key chain for years on end. It’s wise to vary your swag offerings both over time and depending on the scenario. Pins, badges, and stickers might be perfect for one event, while personalized putters could be perfect for another. Make your customers feel like they’re in a candy store by offering a colorful selection of swag.

Don’t be a logo-happy swagger. Logos are an easy way to get your brand name into somebody’s home, but they’re also an easy way to get your swag into somebody’s trash can. If your swag is actually impressive or useful in its own right, a small, discreet logo will do the trick. Customers will naturally remember who gave it to them.

Avoid playing favorites with your swag. Creating multiple tiers of swag can be a dangerous strategy because it suggests that your company values certain customers over others. If one demographic is handed cheap-looking pens but knows that another market got bottles of champagne, they’re going to leave your event feeling jealous and underappreciated. Your best option is to make sure the swag you offer is of a consistent value, but if you must create multiple levels of reward, try your best to keep it under wraps.

Whether it’s a pad of paper that attendees end up writing their grocery lists on or an air freshener that dangles from their rearview mirrors, swag is a great way to provide a useful (and free!) souvenir to consumers that keeps your name at the top of their minds.

If your swag accurately represents your brand’s message and shows your audience you understand their needs and desires, you’re successfully capitalizing on this key marketing strategy. 

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact