At trade shows, there is a common practice of distributing premiums for a number of reasons (to attract attention, to give your company’s branding more staying power after the event, to provide booth staffers with an ice breaker, to continue a tradition, etc). Some people call these items SWAG, which stands for “stuff we all get,” and some attendees are motivated to come to the trade show floor because of these items. I am not typically a big proponent of booth giveaway items, but, if you are planning on distributing something regardless, here are seven SWAG categories you might consider.
- From which category of Trade Show SWAG will you select your giveaway items?
(1) Stuff that is perfect for kids
(stuffed animals, light up objects, play-dough or slime, flying toys, etc)
Attendees appreciate these items because, when traveling, many professionals like to bring presents home for their children and your SWAG may save them a trip to the toy store (or hotel/airport gift shop). This means, the time you save them could then be used to discuss your wonderful offerings.
(2) Stuff that can be used on a regular basis
(“chip clip” style magnets, flash drives, water bottles, combination gadgets, etc)
For most exhibitors, the main reason to distribute premiums is so that your visitors will be reminded of your company every time they use the items. Selecting SWAG that can be used on a regular basis (that has something special about it or is of slightly higher quality than the category (5) items below) will accomplish this goal.
(3) Stuff that complements your offerings
(25% off coupon, demo CD, free report, samples, etc)
The items in this category encourage a higher quality of attendees to visit your booth because anyone who isn’t interested in your offerings typically wouldn’t be interested in these types of giveaway items. When you provide carefully selected SWAG that adds value to your visitor’s experience and highlights your best attributes, you will be perceived as a serious company and your expertise will be magnified in the eyes of attendees.
(4) Stuff that your company has always given away
(differs for every company – ask your marketing department or clients)
If your company has been distributing the same SWAG for three or more years, attendees will expect to receive it in future years (and be disappointed if it is no longer available). If your giveaway item is memorable enough, you will meet attendees who came to your booth just because they either heard about the item from a friend or wanted to replace the one they received previously. Providing the same SWAG each year can help in building your brand and reinforcing your company’s long standing reputation in the industry.
(5) Stuff that is easy
(candy or mints, pens, sticky notes, bags, chap stick, etc)
If you are concerned that your staffers may be too shy to engage attendees on their own, a small giveaway item can be enough to break the ice. These items are relatively inexpensive and very easy to obtain/distribute, but are still common on the trade show floor because they will be useful to your visitors during the event.
(6) Stuff that ties your theme to your company
(depends on your theme: just for your booth, the show as a whole, or both
– ask your creative intern)
Having a theme provides a direction for your marketing team so that everything can easily relate back to your company’s offerings in a clear and concise manner. However, if your theme is not quite as obvious as you might prefer, carefully selected SWAG provides another opportunity to tie everything together. When you use your premiums in this way, you will spend less time explaining your chosen theme and more time highlighting your most relevant offerings.
(7) Stuff that is only for special visitors
(branded items: mugs, hats, electronics, leather notebooks, shirts, etc)
Okay, so this isn’t quite SWAG because some attendees would be excluded from receiving these items, but having special premiums for your clients, important prospects, and trusted partners can go a long way to making them feel appreciated. The key for this category is to ensure that all items are branded properly (especially considering the size and placement of your logo) so that these premiums feel more like gifts than promotional billboards.
Selecting the right SWAG for your booth (or selecting not to provide any premiums at all) can be tough, but hopefully by identifying and explaining these seven categories, you will be better informed and equipped to make the right decision before your next event.
Robyn Davis - Owner, When I Need Help (WINH)
Robyn helps exhibitors improve their results at conventions and trade shows by providing on-site sales and marketing support, pre-/post-event consulting services, and convenient products. Contact Robyn to discuss your situation today!
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