Swag Trends Lead to New, Industry-Shifting Focus
In today’s swag society, a shiny new logo can be placed on just about anything. The tricky part though, is learning how to create an item that speaks directly to your consumer, about your brand, without becoming an immediate toss.???
When it comes to swag, the key to success lies somewhere between selecting items that attract consumers while also providing repeated use and function, and those that offer them a quick peek at your values and brand story. This highly coveted skill is quickly becoming an art form in an industry that caters to consumers placing “meaningful” and “free” in the same sentence more often than ever before.??
But what differentiates “the Neutrogena Beach Club Tote must-have” from the “must have been from some event” item???
First, let’s look back at the OGs – the pens, the paperweights, and the pins of yesteryear. By retracing our promotionally driven steps, we can tap into the original intent of these pieces and then revamp this classic practice by adopting a fresher approach.?
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Back in the day?
Originally, marketers were content with adding a logo to any affordable, portable, and handout-able item. The intent was to spread the word verbally and reinforce it visually – but that’s about it. The name of the game was more about volume in numbers and less about the quality of branding. Sure, consumers loved a giveaway, but the excitement grew thin rather quickly once the stack of pens began to grow in the kitchen drawer.?
Although early innovators of freebie-focused marketing were successful in getting brand names and recognizable logos into consumer hands, the next free item would push any previous brand interactions to the wayside. The cycle would repeat until today when consumers no longer reach the same level of excitement as they once did about generic items with stenciled logo designs.???
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Where are they now…?
We’ve come a long way from the days where massively oversized t-shirts were paired with branded koozies and grip & flip calculators accompanied stress reliever balls. Where straightforward and simple selections once reigned supreme, sophisticated, evergreen gear now plays a major role in most large-scale activations and sampling programs today. With a shift in focus on the marketer end and a desire for more from the consumer end, promotional items now reflect broader changes in brand strategies and consumer spending. All this to say, the swag industry has upped the ante.??
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What’s happening???
The initial freebie excitement stage dissipates now at a more rapid pace. Consumers’ collective attention span is pulled in various directions while a constant need for stimuli leads them to seek the next item. They aren’t amused anymore by generics that produce mediocre brand interactions. They want more.??
Consumers today are placing more focus on where their dollars will go. With rising costs and tighter budgets, spending isn’t influenced by a free pen any more. They want to know more about the brands pulling at their purse strings. They want to know their purchases will lead to a better quality of life and that company values are in line with their own beliefs. They want an intrinsic connection that outweighs a monetary exchange.??
From “What in the Tchotchke?!” to “I gotta have it!”?
Before any swipes, taps, or bills are unfolded, swag can create the pivotal point in which a consumer goes from receiving a free item from a certain brand to willingly paying for an item from that same company. The feelings invoked in the initial moment when swag and consumer engage can positively influence the type of future interactions consumers have with a brand and purchase intent. But how does this happen? Perceived value.??
Adding impactful details such as a custom design through laser engraving, heat transfers, monogramming, and embroidery, can increase the item’s perceived value and create a sense of connectivity the consumer. Custom items foster a sense of ownership and significance. Consumers feel seen and heard when they receive an item tailor-made to fit their preferences. By personalizing an item, a company is personalizing a moment. This moment creates a perceived value fueled by an emotional connection that will ultimately reflect positively on the brand. ??
Classic swag items like magnets, bank pens, or plastic stadium cups still have a foothold in today’s promotional product industry, but for lasting brand loyalty, consumers respond to more thoughtfully curated items that show companies are interested in reaching them on a deeper level. For swag to be effective in today’s market, items need to reflect a brand's personality, core values, and willingness to enhance a customer’s way of life. Increasing the perceived value of a swag item is key when communicating these vital touchpoints.?
The new face of swag ??
At its core, a swag item is a tool used to connect brands and potential consumers. But what items should brands be considering when aiming to create a more impactful engagement??
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A beverage company looking to communicate a core value rooted in reducing its carbon footprint could have previously distributed items like reusable straws or a water bottle.?Today’s trends are turning up creativity and dialing into innovation with items like RPET food storage bags, seeded notebooks/planners, or a glass cup with a lid and straw. Each of these items reflects not only the company’s creative effort but also promotes a highly valued cause that aligns with the brand’s core values.? ??
When selecting tech swag, items that accessorize existing products may offer a way to showcase them while shining a light on the company’s other areas of interest.?Historically, this would include USBs, mouse pads, or cord keepers. Today, a company could consider sublimated desk mats, travel tech cases, laptop backpacks, or desktop charging pads.?This shift in selecting items outside of outdated gear and basic branding can create a meaningful shift in consumer engagement and ultimately a better return on investment.??
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They’re giving WHAT Away?!?
Whether it’s a company specializing in miniature greyhound-targeted, indestructible dog toys or a brand aiming to assist new mothers by creating the world’s first literal helping hands, there are limitless amounts of user-experience-centered swag options ready to tee up the perfect brand/consumer interaction. We know now that it’s all about the creative details in personalization that drive intent and create meaning – but did you know you can create this experience with some of the most unique, never-before-seen-as-swag items on the market???
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Unusual and ultra-custom swag is totally a thing?
When ready to take the first fearless step away from the mugs and branded lanyards, many companies are surprised to learn that a whole world of ultra-custom swag options is within reach – all it takes is an open mind and willingness to break the mold.??
An unusual or disruptive swag option can help influence a range of emotions including joy, intrigue, or even compassion. Whether whimsical in nature or productivity-evoking, out-of-the-ordinary swag all have one thing in common – they can leave a lasting impression. By eliciting an unexpected response, swag can organically promote brand recognition. It’s safe to assume consumers are more likely to remember a brand that made them laugh, smile, or scream over the one that gave them yet another triangular highlighter.?
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You want unique? It’s here.?
Some of the most interesting trends in ultra-custom swag seen today consist of items we’ve never thought to distribute as part of an approach to actually attract consumers. But by thinking clichédly enough, “outside the box”, we’ve encountered some of the most clever and attention-grabbing items that are doing big things for budding brands.??
With a glimpse at the level of unique swag finds flowing into the market today, we find it more evident than ever that by following one simple rule, any company can turn a freebie finder into a repeat customer in an instant. Always stand out from the rest.??
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The future looks fun?
With an ever-changing balance of power between brands who control the market and consumers who control brands via purchase power, there will never be a time when outlandish ideas aren’t being implemented to earn more likes, clicks, and ultimately more dollars. Whether you’re on the marketing end of the deal or the one making the purchase, there has never been a more entertaining time than now to be part of the sales loop.??
As creative and sourcing teams ingeniously evolve to increase their focus on consumer satisfaction, swag will only get more engaging, marketing efforts will increase in capacity, and freebies will continue to be fun for everyone. So get your logo-branded popcorn-filled canister ready for the show because it’s only going to get better from here.??