At the 2024 POSSIBLE Conference in Miami, SEQ client GumGum wanted its on-site activation to stand out and drive home its brand mission every step of the way. One of the ways they did that? Swag!
Swag, which stands for “stuff we all get,” can be a wildly effective way to build brand awareness and create a sense of brand loyalty at events—which is exactly what GumGum did through branded, reusable, grab-and-go amenity kits, which were packed with essentials like face wipes, lip balm, eye masks, sunscreen, and essential oils.
The concept perfectly evoked the brand’s value proposition—connecting consumers and brands through contextual intelligence technology—by showcasing that GumGum was there for exactly what attendees needed throughout the day. As an added bonus, jars of the amenities were available throughout the week; many attendees returned on the second and third days of the event to grab more sunscreen and face wipes!
These weren't just throw-away promotional items; they were thoughtfully designed to enhance the attendee experience and help GumGum stand out from the crowd—proving that when done right, swag can significantly amplify your brand's presence and attendee satisfaction.
Here’s a rundown of some essential ways to master the art of event swag.
Do: Be Strategic
Swag should be more than just a freebie; it should be a potent tool to connect with your audience. Before choosing items, clearly define your goals. Are you aiming to boost brand awareness, thank attendees, enhance company culture, or generate leads? How does this item fit into those goals?
Also, take the time to understand some demographic details of your audience, like age, gender, location, and what their needs are right now. This insight ensures that your swag resonates and reinforces a tangible connection between your brand and its recipients.
Do: Lean Into Subtle Branding
While branding can be essential, subtlety can be your greatest ally. Overly branded items often end up unused if they scream corporate advertisement. Opt for a cleaner design that integrates your logo in a way that's tasteful and not overwhelming. Remember, the goal is to make your swag appealing enough to be used beyond the event, extending your brand's visibility.
Another tip? While branded candy and food items are fun, consider investing more in some branded items that will still be useful long after the event has wrapped.
Do: Commit to Sustainability
In a world increasingly aware of environmental impact, eco-friendly swag choices stand out. Choose items that promise longevity and utility, and look for things made from recycled materials. Some of our favorites include Fill It Forward water bottles, solar magnetic power banks, reusable utensils, and bags from eco-conscious companies like Cotopaxi and Feed.
Another trending idea? Rather than tangible swag, consider donations as a giveaway, where attendees select the cause. Not only does this approach minimize environmental impact, but it also sends a positive message about your brand's values.
Also, make a plan for what to do with any leftover swag! Many shelters, schools, and local nonprofits are open to accepting unused, quality promotional items.
Do: Keep It Small
Remember, your attendees may be traveling and space is at a premium. Avoid bulky items that are hard to transport. Lightweight, compact, and durable swag ensures your gifts make it home and continue to advertise your brand—rather than being left behind or ending up in a landfill.
Do: Personalize the Experience
Why not add a personal touch? Offering personalized swag, like leather keychains crafted on-site, momogrammed business card holders, and customized apparel, can be a memorable highlight of your event. Allowing guests to take home the floral arrangements is always a popular choice, too; for one SEQ-produced event, we helped guests create their own bouquets on site as a fun activity and giveaway. This level of personalization not only delights attendees during the event, but also creates a unique keepsake that keeps your brand in mind after the gathering ends.
Do: Skip the Swag if It Doesn’t Add Value
Swag is just one part of the event experience. If it doesn't add value, or all you can afford are generic, low-quality items, it's OK to skip it. Instead, invest in creating a memorable event atmosphere or other engaging experiences that resonate with your audience. Effective engagement is about quality, not quantity.
Remember, the best swag is not just seen—it's used, valued, and appreciated. Need some help finding impactful giveaways for your next event? Let’s connect.