SWAG 2.0: How Companies Are Reinventing Event Giveaways

October 19, 2021

Andrew Witkin

Andrew Witkin is the founder and CEO of StickerYou, a global e-commerce leader in custom-printed, die-cut products that empower consumers and businesses to create high-quality materials for personal expression, marketing and packaging.

Remember the good old days when millions of Americans got on planes and went to trade shows in every corner of the country? It was one of the most effective ways for people to connect and get deals done, and it was also an amazing tool for companies to build and promote themselves by giving away branded items that people would take home and use. Over the last year and a half, those opportunities have been severely curtailed because of the COVID-19 pandemic, and while virtual events have filled the gap, most companies still can’t build long-term brand loyalty and exposure through SWAG.

Or can they?

Typically, companies order a large quantity of items to hand out to booth visitors, and as we all know, people are far more likely to keep expensive items for the long term. However, in many cases it is prohibitively expensive to buy hundreds—or even thousands—of top-shelf products to give away. That’s why so many companies create a tiered approach that combines a large number of inexpensive items available to anyone plus a much smaller quantity of higher-end gifts for “VIP” visitors.

In theory, this is a good approach, but the reality is that a lot of folks who probably shouldn’t be getting the $20 tumbler set always seem to get their hands on the good stuff. This doesn’t make much economic sense for the companies that actually pay for the items, but the rise of online-only events completely removes this unpredictability by allowing companies to send gifts based on role, title and organization, rather than hoping for the winds of fate to neatly sort booth visitors into the appropriate categories.

So let’s look at why this is such a burden for companies that rely on trade show giveaways to build and promote themselves. For starters, they can select exactly who will receive the items that they are giving away. Even if there are 4,000 people registered for a digital conference, a company may only want to send SWAG to 50 of them. That gives them the ability to control costs and at the same time not worry that the “B-listers” are going to make off with expensive items.

In basic math terms, it would seem that reaching 4,000 people would be infinitely better than reaching 50, but as we all know, only a small percentage of contacts actually turn into customers and partners. Rather than trying to boil the ocean, savvy marketing teams can laser-focus their SWAG strategies on the small percentage of people who actually matter to their businesses.

This approach also allows companies to customize gifts based on individual tastes and preferences. This is incredibly difficult to do at in-person events because it is necessary to use a one-size-fits-all strategy to appeal to as many people as possible. By ordering fewer items, companies have the luxury of choosing products that will actually resonate with the people who receive them. For example, if you know that a prospect is a big fan of golf, you can send them a nice set of branded golf balls. If wine is more of a passion, you can order a few bottles of high-end Cabernet Sauvignon. This is nearly impossible to do at a physical conference where there are just too many variables.

As a final caveat, many inexpensive items are very difficult to get due to supply chain problems. Almost all trade show giveaways are manufactured in China, and there are delays of several months because of pandemic-related logistical issues. So even if you want to get your hands on 4,000 branded Rubik’s cubes or 3,000 USB memory sticks, they might not arrive in time for your event. Ordering higher-end products, many of which are made domestically, can not only help you build better bridges with your prospective and current customers—as well as business partners—but can also help you avoid showing up empty-handed when the items that you ordered didn’t arrive.


Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

Add new comment

Partner Voices
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