The main attraction of any live event is (or should be) the content. At HubSpot's upcoming event INBOUND 2012, for example, we have 60 breakout sessions and 6 keynote sessions designed to attract thousands of attendees.
But sometimes, it's the little things that make an event go the extra mile. The special surprises the coordinators throw in. The prizes companies hand out. The contests that take place. You know, the free swag! Really cool event swag can make an event truly go that extra mile -- but truly lame swag can make your attendees grumble and look for the nearest trash can.
So to help all the conference coordinators out there, we've collected examples of the best and worst swag we've come across at conferences to help inspire you to make an awesome swag bag, and leave behind all the lame trinkets that ultimately end up in the dumpster.
Good Swag: Mobile Chargers
Everyone is on their phone at conferences. Whether they're tweeting, checking their email, or trying to meet up with other attendees, their phone is most likely going to be at 50% battery life by lunch time. Giving out mobile chargers as event swag is the best way to fix that problem, and make every attendee love you and learn your name. Not only will attendees be pleasantly surprised when they see such practical and thoughtful swag, but they will be able to engage even more throughout the conference via their mobile devices -- something every conference coordinator wants. Furthermore, a mobile charger is something that will be used way after the conference is over. And what does that mean? That means your logo will be visible long after your conference ends!
Bad Swag: Keychains
It used to be cool to get a keychain in your swag bag. But then ... well, everyone started to give out keychains. Pretty soon after that, it became widely accepted among event coordinators as one of the least effective ways to get attendees to remember your brand.
Some companies have adapted the keychain so that is has other functions, such as doubling as a bottle opener or whistle. Alright, I guess that's a little better; but ultimately attendees don't want a keychain with your company's logo on it. If they like that adapted version of your swag, it's because they need a bottle opener or a whistle (although I can't imagine such a dire need for whistles sweeping our nation). Furthermore, if you are giving out keychains, so are the other conferences and vendors. Not a great way to stand out.
Good Swag: Seasonal Items
Everyone likes unique gifts in their event swag bags. What makes an item unique? Well, one way to stand out is using seasonal items. Most companies don't give out seasonal items because they're looking for gifts that can be used year round. But that fact alone makes these items even more special!
If you're hosting a summer conference or an event in a beach location, for example, giving out items like beach towels, flip flops, and frisbees goes a long way, because they cater to activities attendees can partake in during the event. Think another step ahead, and consider when and where your items will be used, too. Beach items and outdoor sports paraphernalia will be used in public places where other people may ask, "Where did you get that?" or "What company is that?" That way, your company's exposure will go far beyond the conference's attendees!
Bad Swag: Pens
Sure you can always use a pen, but I mean ... come on. A pen? Giving out a pen at a conference is the oldest of old school. First, we're smack dab in the middle of a this giant mobile movement; people aren't relying on pen and paper as much as they were 10 years ago. Additionally, the pens given out at conferences are known to run out of ink pretty quickly and be of very low quality. If you are willing to spend a substantial amount of money on higher quality pens, it may be worth it, but you could also put that money toward a more unique and memorable experience for your attendees with a better swag item.
Good Swag: Moleskines
That doesn't mean all paper-related swag items should be out of the question, though. Whether you're at a conference or back at the office working, it's important to have something to write on. In a time when everything is done digitally, moleskines have still remained the most popular item for people to use when you just need to write something down on paper. They also aren't the cheapest item, so if your company gives them out as event swag with your logo branded on it, you can be sure that it will be used by almost all of the attendees. When considering what swag to purchase, keep in mind that the more your audience will use it after your conference, the better the swag is. In this case, moleskines will be used way after the event is over.
Bad Swag: Large Items
This is a bit of a broad "item," but critical to remember when purchasing your swag. A lot of conference attendees travel a long distance to come to conferences, many of them flying in to the conference location. When deciding on what event swag to purchase, consider the attendees who are coming from these faraway places. They may often not have a lot of extra room (or carryon allowance) to pack larger items of swag and, as a result, will leave them in the hotel room or throw them out. If you want your swag items to last and keep your brand top of mind long after the conference, make sure they're a manageable size.
Good Swag: Reusable Water Bottles
It may sound like a simple idea, but a reusable water bottle is one of the most valued swag items to give out at a conference. With the recent emphasis on conferences going green, reusable water bottles are a great way to help the environment while also providing a lot of convenience to event attendees. Instead of grabbing a glass of water, having to hold onto the glass, or putting the glass of water on the floor risking having it spill, attendees can just fill up their water bottles and carry them in their bags. Plus, the water bottles will also be used long after the conference is over. When HubSpot went to Dreamforce last year, we gave out thousands of reusable bottles which were soon spotted all over the city!
Bad Swag: USB Flash Drives
USB drives are bad event swag? Seriously?! Well, a few years ago, I would have said this is the perfect item to give out at an event. You can put the session presentations on it. It's small and easy to carry. It's the perfect item! But not so much anymore. Not only do the reasonably priced flash drives not have a lot of storage, but they often break. Also, with the recent emphasis on storing documents in the cloud, there is less appeal to having storage on a flash drive. Using programs like Google Drive or Dropbox and sharing these folders with attendees at conferences is far more appealing and forward-thinking than handing out a flash drive.
Good Swag: Umbrellas
You can never predict what the weather will be. Trust us, we're from Boston. Unexpected rain can be one of the most frustrating annoyances at a conference, but having free umbrellas for your attendees to take will make their overall conference experience better. It will also get your attendees talking about how amazing your company is for prepared for any given situation.
The other thing about umbrellas is that everyone needs an extra umbrella, so you can be sure your swag (with your logo on it, of course) will be used and seen long after the event ends. HubSpot's orange umbrellas with the HubSpot logo not only stand out because of their bright color, but they have also started a bunch of conversations about what HubSpot does!
Bad Swag: Paper Weights
The one piece of swag that breaks every rule in the Good Swag Rulebook (note: not an actual book ... that we know of) is a paper weight. Not only are they dated, but they're heavy and bulky -- two things that traveling conference attendees don't want to deal with while going from session to session and traveling home. When thinking of what conference swag to purchase, pick out something that's light, useful, and easy to travel with.
What's the best or worst swag you've seen at a conference?
Photo credit: jalpeshc, tech_uber
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Barbara Nixon 9:35 AM on July 06, 2012
Love the suggestions.
Here are two more.
Good swag: Lightweight, stuffable shopping bags.
Bad swag: Briefcase / messenger bag. Though I used to love getting one of these, enough is enough.
Vikki Fraser 9:45 AM on July 06, 2012
Great Post. I do like my super tiny keychain USB device. Saved me a couple of times. A compact umbrella. Sunglasses. A tote I got to personalize with graffiti. Those are the things I still use.
Cristina Sierra 9:51 AM on July 06, 2012
Great list:
A few more:
Bad Swag - rulers, desk items (paperweights), mugs (heavy), messenger bags.
Good Swag - fleece pullovers, sun block (can you ever have enough?), hand sanitizer, travel slippers.
Brett Heitz 10:00 AM on July 06, 2012
Great advice about promo items.
I'd add those recyclable tote bags to the bad swag list. They were good for a while, but EVERYONE seems to give them out now. I have 20+ sitting in my closet.
Kathleen Booth 10:12 AM on July 06, 2012
Great post! In addition to being a marketing agency (find us at www.quintainmarketing.com), we sell promotional products. I would actually argue that you can't categorically classify any item as "good" or "bad" swag. The key is to make sure that what you are handing out is either useful or has some specific relevance given the purpose of the event or the message you are trying to convey.
For example, USB flash drives are great when they are pre-loaded with supplementary information that event attendees might want (white papers, eBooks, copies of presentations, etc.). Saves people a lot of time and hassle.
Believe it or not, there are times when a pen can be good swag. For example, you could give out a pen with a laser pointer in it and use that to have people "vote" on polls you do as part of your presentation (ex. look at these two website homepages and shine your pointer on the one that you think has the most effective calls to action).
The point is that there is really NO point in giving things away just for the sake of giving things away. The best swag has a purpose and is tightly tied in with the marketing message you are trying to communicate.
Just my two cents. Thanks for a posting this and getting the convo started!
Larry Port 11:04 AM on July 06, 2012
Good Swag
Flying Cows w/branded Capes. Tomato Timers. Anything that someone can bring back to their kid.
Bad Swag
Rulers. Little kits with post it notes. Umbrellas.
Lorri Wyndham 12:02 PM on July 06, 2012
BEST thing I got at my last conference..next to the moleskin was a little red lint-free cloth for cleaning my phone and tablet screen..I love it! and use it every day..and fight my daughter for it.
susan roth 12:15 PM on July 06, 2012
Good swag: anything that is thoughtful and has a meaningful application during a conference and continues valuable branding after the event is over.
Bad swag: thoughtless junk that is created for its own sake; clutter and useless items that not only end up in the circular file but diminish a company's brand by showing it to be ordinary and uncreative.
Jake 12:29 PM on July 06, 2012
People still use the word "swag"? Wow.
Annum Attique 12:32 PM on July 06, 2012
Great article! Some other bad swag items that I've received are chap-stick (weird), stickers (pointless), and lanyards (so over-done).
Some good swag could also include a flashlight (so useful and surprisingly few people actually own one!) and a mini external mouse (totally helpful for people traveling around conferences with laptops)
Thanks for the helpful read!
susan roth 12:33 PM on July 06, 2012
You are right. We associate "swag" with goodie bags handed out at the Oscars and Emmys. Our firm calls business products used during meetings and events, Conference Gear and Conference Amenities.
John Burke 12:38 PM on July 06, 2012
Great post. With your permission I will re-post it on the Nonprofit Branding Blog
Now, without being self-promotional, I am suggesting your readers might also appreciate national market research data on severalof the most common logo-imprinted branding products, including relative cost/benefit, cost per impression, how each one stacks up against other products, etc. The key, as you are pointing out, is to get the biggest bang for the buck. Readers can find that info, plus a lot more, on the Nonprofit Branding Blog. (We come from nonprofit management. But since 1985 we have supplied these products to oer 16,000 fundraising and nonprofit marketing campaigns. So we have a pretty solid perspective on the subject – a perspective that causes us to agree with most of your blog and to happily share it with our readers.
Tom 12:39 PM on July 06, 2012
great post, what would you consider to be good swag of seasonal items for winter?! We have a conference coming up in novemember so maybe something for christmas or the colder weather, but hasn't this been done before?!
Pamela Vaughan 12:42 PM on July 06, 2012
Thanks John. We're flattered you want to share the post with your audience. Unfortunately, per our Content Usage Guidelines (http://www.hubspot.com/content-usage-guidelines/), we cannot give you permission to republish our post in full on your blog.
That being said, please feel free to quote up to a 75-word excerpt of the post (or write a brief summary) and link back to the original post here.
Thanks again!
Pamela Vaughan | HubSpot Blog Manager
Rachel Sprung 12:43 PM on July 06, 2012
Tom, we had some awesome beanies we gave out for the winter. Look at some examples here: http://hubspot.brandfuse.com/product/81895/
susan roth 12:45 PM on July 06, 2012
We'd be happy to help you with a selection of items appropriate for a winter event in a cold climate. This said, I would start thinking about fun wearable accessories with artful branding from recognized mfgs. (Bottom line you want your recipient to KEEP what you give them!)
Christine Millerick 1:20 PM on July 06, 2012
One of the car insurance companies we represent Plymouth Rock, www.prac.com , gave away an awesome cell phone "caddie" a flannel, gathered holder for your cell phone in the car. This was meant to coincide with the don't use your cell phone while driving campaign! Everyone loved those!
Winter items? Nose warmers come to mind (remember those knit cone shaped items on a string?) Seriously, I agree, anything for the conference-goer to bring home to kids. My daughter is a sticky note collector, some can be rather colorful and very useful. I agree with the hand sanitizer!
susan roth 1:24 PM on July 06, 2012
Nose warmers aside, we have done a great many items for winter events that have been spotted on and sported by recipients as much as two years after an event. Pretty crazy!
Jana Fung 1:29 PM on July 06, 2012
I've been to a bunch of trade shows and organized over 30 annually with my last company. I have to say, i LOVE the hand sanitizer swag! When meeting so many people and shaking tons of (possibly germ-filled) hands, it's really nice to have it so you don't catch a cold!
The pens come in handy, when you're trying to get someone's contact information at the booth, but it shouldn't be the only swag giveaway.
One lame (and super geeky) giveaway that I've seen are the corporate full logo'ed caps. Marketers, please do not invest in those!
https://twitter.com/#!/jana_fung
Kimberly Nichols 1:58 PM on July 06, 2012
Love the idea of hand sanitizer, stainless steel water bottles (not plastic - blech), and umbrellas.
If the tote bag is a *grocery* bag, I'm all for it as it could actually help reduce plastic bag usage (reusable grocery bags are very popular now). However, if the tote is for business use, chances are it won't be professional enough for me to want to use it, so it'll get tossed.
I received a little tin box of breath mints at the last conference I attended and really appreciated it. It's nice to make sure you're not offending the person sitting next to you, especially when food is served between speakers and you don't have time to go back to your hotel room to brush.
I disagree with the flashlight idea. Most people now have smartphones/tablets, for which there are tons of free flashlight apps. Mini flashlights are just landfill waiting to happen. I would prefer if battery-operated items were not given out due to the highly toxic nature of batteries and that most people do not discard these things in the correct manner.
A woman's conference might consider giving out those hooks to hang a purse from a table top. Always nice to keep your bag off the floor in public places.
I would pass on the beach items and most plastic junk or toys/stuffed animals. If you're going to give out pens, give out pens that are 100% recycled.
Tracy Terry 3:53 PM on July 06, 2012
I hate stress balls. Garbage.
I love my jar opener. It's shaped like a hand and is thin rubber or something, but I use to open jars all the time. Best thing I ever got.
Katie Klein 3:57 PM on July 06, 2012
Comment:
Umbrellas are "good swag" only if the climate requires them. They're items that might often be left behind unless they’re high quality.
Water bottles are functional, but can be bulky. Foldable/collapsible bottles don't take up space, making them easier to take home and use again and again. http://shop.trimsunlimited.com/product/320225/
Katie 5:50 PM on July 06, 2012
Bad: Stress balls in any shape or form = enough!
Good: mini mouses for laptops were a hit at our conference.
Chris Cook 11:59 AM on July 07, 2012
I think another major factor in good/bad is quality. Just like with anything, quality is key. I do love the small metal reusable water bottles though. They may have some size to them, but they're light weight and will still fit just about anywhere. I have a ton of them, but they're great to have. My kids love them as well!
doran nurmi 9:37 AM on July 09, 2012
The best swag currently is the iPhone Horn. I picked up 2 of them at IRCE and my friends and office mates were totally impressed, which is what your brand is looking for.
Tara 2:06 PM on July 09, 2012
Good schwag -- chapstick, tape measure -- anything that I will actually use. I haven't had to purchase any chapstick in the past 10 years. I got the tape measure at a show back in 1998 (it also has a level on it) and I carry it around in my purse.
Something that used to be great but not since 9-11 -- a pocketknife/leatherman tool.
Naomi Pierce 2:16 PM on July 09, 2012
Bad swag in my opinion is almost all of it. I don't need a visor or a backpack or a lanyard and if I needed them I would have bought them already. I agree that pens are cheesy, but at least you can always use one. Love the moleskin idea. I think a Starbucks card with a couple bucks on it would be awesome!
Matt Bloom 9:42 AM on July 10, 2012
I recently represented the radio station I work for at a conference in Indianapolis we helped promote. I was armed with two items of swag: magnets and quality pens. Lots of people took pens and commented on how much nicer they were than those provided by the hotel. The magnets? Only a few attendees picked them up, and the only comments I got were negative ("My fridge is already covered in magnets").
In summary:
Better pens than the other guy = Good Swag
Magnets = Bad Swag
Ali Peters 12:17 PM on July 10, 2012
The key here: Know your audience! What is classified as 'good' swag may appeal to one demographic, and be viewed as 'bad' swag to another! And the next step that we discuss daily: So I got this chapstick, what does this company do again? Relate the product back to your business, or ensure you get your message across so the potential customer knows what you do. Great discussion and feedback with this article. Thanks for posting, Hubspot and showing the importance and power of promotional products in the marketing world!
Ali Peters
Creative Director, Accuwrite Forms & Systems (T-Shirts, Promos, and More!)
Heidi Thorne 9:59 AM on July 11, 2012
There is no BAD swag... only badly chosen swag. What works for one group is useless for another. Buy on purpose, people!
Kristi Sanders 11:14 AM on July 11, 2012
@MeetingBoy wrote a really funny series of articles about this here: http://ow.ly/canuS Our personal "bad swag" favorite is the gel mousepad with sperm that moves when your mouse touches it. (There's a photo, too to prove that yes — the offending fertility clinic does indeed exist.) So gross.
Sue Duris 1:01 PM on July 12, 2012
Nice article. Where did you get those Apple moleskins? Nice.
I still think that the swag should somehow reflect a connection between the item and the company. Example having flash drives from a computer company. I know I am dating myself but I still liked the phone cord detangler that Adelphia provided, the phone cards Worldcom provided. And I still like the stress balls. Also, I don't mind the pens if they are Cross or another high-quality brand.