In the Before Times (pre-pandemic), guests seldom walked away from an event empty-handed. Each attendee would emerge from the venue with a personal treasure trove of tote bags, mugs, and assorted office supplies. Pick the right slate of events, and you would never have to enter an Office Max again. With the necessary shift to all virtual environments, however, swag seems to be going the way of the dodo.
It doesn’t have to.
Why Swag Should Survive
Some may find it easy to shrug off the importance of swag. Do free pens and fridge magnets really make a difference in the greater scheme of things?
Actually, they do.
Event freebies serve as enduring incarnations of the messaging behind the event. Event-specific apparel can reinforce a sense of community and shared purpose long after a national sales meeting ends. Branded post-it pads can keep a company on someone’s mind amidst their fading memories of a trade show.
The Essence of Swag
When considering what you want to give away, remember that swag is a two-way street. The items you choose need to have some kind of value or utility to the people receiving them. Pens and pads can be used to take notes, mugs and water bottles are always handy, and t-shirts give folks something to wear (even if only on laundry day).
Swag that doesn’t stick with the people you give it to is wasted money. Self-serving flyers and stickers that provide no immediate benefit (coupons, discount codes, etc.) are probably headed straight for the trash and therefore not worth the paper they are printed on. Novelty items—such as fidget spinners, stress balls, and whistles—can be tempting choices, but are likely to be discarded if they don’t strike your guests as cute, funny, or clever enough.
Take some time to think about your audience. What interests them? What amuses them? What can help them in their day-to-day business life? Mouse pads can be great for folks who ride a desk 9 to 5, but a travel mug might make more sense for sales reps on the go. A little consideration goes a long way towards creating a lasting, positive impression.
Giving Out the Goods
Physical swag is still an option for virtual events. It just requires a slight shift in mindset. Instead of handing out goodie bags at booths or registration tables, you’ll need to find alternative ways to get your gear into people’s hands. Sending out in-house runners can work for smaller, local events, while larger ones will probably require some kind of third-party logistics. Before balking at the cost of shipping, think about the money you would have to otherwise budget for—food and beverage, presenter travel and lodging, etc.—when running a face-to-face event. Odds are you will still be looking at a net savings.
A branded “thank you box” can add a personal touch to meetings and conferences, providing an Emily Post-ian feeling of civility and appreciation. We’ve even had a client inquire about shipping bottles of wine to virtual attendees as an old-school host gift.
The smart bet is to select swag that fits in with the new normal of remote work. Lanyards, tote bags, and umbrellas: tired. Laptop stands, headset hooks, and mugs: wired.
Deciding to Go Digital
For those committed to keeping every element of their event virtual, a whole spectrum of digital doodads exist that can provide value for you and your guests. Widgets, browser extensions, and apps can be very cost-effective to develop and readily tailored to almost any audience segment’s needs. A simple currency converter with branded framing could be great for folks at a financial services conference. Those who find it useful might in turn share it with others, extending your reach even further than initially projected.
One of our pharma clients found a way to virtually share a communal meal during a company awards program, sending out vouchers for free pizza via an integrated app. A little research and a splash of imagination can yield exceptional results and some serious good will.
Make It Matter
Never lose sight of the essence of all good events: providing value for your guests. Another nondescript lanyard for their collection isn’t going to move the needle. A thoughtful, functional virtual or physical token of appreciation, however, can form the foundation of a lasting, mutually beneficial relationship.