Swag, or promotional merchandise, can be a powerful tool to enhance your event experience and create lasting connections with your attendees. But how can you use swag effectively and strategically to achieve your event goals? Here are some tips to help you plan, design, and distribute your swag in a way that builds relationships with your event attendees.
Before you decide what kind of swag to offer, you need to understand who your attendees are, what they value, and what they need. Think about their demographics, interests, preferences, and pain points. What kind of swag would appeal to them, solve their problems, or make their lives easier? What kind of swag would align with your event theme, message, and brand? Avoid generic or irrelevant swag that might end up in the trash or forgotten in a drawer. Instead, choose swag that is useful, memorable, and meaningful for your audience.
When picking giveaways for your event, it's smart to think carefully rather than just picking something basic like a keychain that doesn't mean much to your audience or your brand. (Unless your brand sells or services things with keys involved) This can end up being a waste. Instead, pick something useful and don't feel you have to give something to everyone. This way, you can spend a bit more on really cool stuff that people will like, is good for the planet, and has a special message. You don't have to make it all about your logo. Try adding a catchy phrase or idea and let your logo support it. This makes the giveaway more interesting and helps people remember what you're all about.
Swag can be a great way to showcase your brand personality and stand out from the crowd. Don't settle for the same old pens, mugs, or t-shirts that everyone else is giving away. Think outside the box and come up with swag that is unique, fun, and surprising. For example, you could offer swag that is related to your event topic, such as a book, a game, or a gadget. You could also offer swag that is customized, personalized, or interactive, such as a sticker, a badge, or a puzzle. You could even offer swag that is experiential, such as a voucher, a ticket, or a subscription. The more creative and original your swag is, the more likely it is to spark curiosity, conversation, and engagement among your attendees.
Don't give away "something", give something that's coming from yourself, your company, your property, your heart. If the giveaway is highly relevant and specific to you, and turns out to be useful as well, that's a major advantage. One of my favourite examples was when working with a hotel. The hotel gave a musli mix that they made in their own kitchen using local ingredients in a nice glass. Perfect giveaway: contextual, actually useful and personal.
Swag can be more than just a giveaway. It can also be a way to add value and impact to your event and your attendees. For example, you could use swag to educate, inform, or inspire your attendees, such as a brochure, a podcast, or a video. You could also use swag to support a cause, a charity, or a community, such as a donation, a pledge, or a volunteer opportunity. You could even use swag to challenge, motivate, or reward your attendees, such as a quiz, a contest, or a prize. The more value and impact your swag has, the more likely it is to generate positive emotions, feedback, and loyalty among your attendees.
Swag can be a great way to attract, retain, and thank your attendees. But how you distribute your swag can make a difference in how your attendees perceive and appreciate it. Instead of handing out your swag randomly or indiscriminately, you should distribute it strategically and selectively. For example, you could distribute your swag before, during, or after your event, depending on your objectives and timing. You could also distribute your swag to specific segments, groups, or individuals, depending on your criteria and targeting. You could even distribute your swag in exchange for actions, feedback, or referrals, depending on your incentives and expectations. The more strategic and selective you are with your swag distribution, the more likely it is to create interest, value, and gratitude among your attendees.
Swag can be a great way to extend your event experience and create lasting connections with your attendees. But you shouldn't stop there. You should also follow up and measure the results of your swag strategy. For example, you could follow up with your attendees by sending them a thank you note, a survey, or a newsletter. You could also ask them to share their swag stories, photos, or reviews on social media, your website, or your app. You could even invite them to join your community, your network, or your next event. You should also measure the impact of your swag by tracking metrics such as attendance, satisfaction, engagement, retention, and referrals. The more you follow up and measure your swag, the more you can learn, improve, and optimize your swag strategy for future events.
Want to maximize and track your giveaways? Here is how to nail your event swag! Take it to socials! Spend 30 secs at your stand to connect instantly. Ask if you can snap a pic together for LinkedIn. It shows your marketing prowess and attracts similar prospects. Example post: "Met @Joe Blogs from @PROSPECT at @x-tradeshow! Discussed our... (add your USP's) and he snagged some cool swag ;) Thanks for dropping by! Let's catch up post-event!" Share this template with your team for quick, personalized connections and save time on your follow-up.