SWAG (which stands for the "Stuff We All Get") at trade shows is
enormous, yet it serves a purpose. While it can aid in getting attendees
to stop by your booth, help initiate discussions, or be used as a
"thank you" for coming to the booth, the main purpose is to help remind
attendees about your booth and product/service after the show. In other
words, it's about post-show mind share.
Like much
marketing/promotion/ (which is what SWAG is), some companies over-think
it, some under-think it, and some don't put any thought into it at all.
With nearly 30 years of experience at trade shows for companies that
range from small to Global 100 corporations, here are the most common
groups and some tips to more effectively utilize the power of SWAG.
The Over-Thinkers:
It's wonderful when an exhibit has a theme, and tying your give-away into your theme can be neat. However, primarily the people who will be aware of a booth "theme" are those who created it and possibly those who are working the booth. Attendees may notice, but they actually don't care nor will they remember your theme.
What is most important on a
giveaway is your logo and website. If you choose to have your slogan,
that's fine, too. But, keep in mind, instead of fussing over the tie-in
to your theme - spend that time looking for a giveaway that will be
something an attendee will actually want to take home. Any giveaway can
be customized with your theme, but remember, unless it's your slogan
mark, they won't remember your theme. Instead, focus on obtaining some
SWAG that is eye-catching, interesting, fun or useful.
The Under-Thinkers:
Every year, a "new" giveaway is born and the under-thinkers jump on it not only because someone said it was new, but also because it's an easy decision. Never mind that a bunch of other exhibits will have the same giveaway or that, as marketers, a little creativity is a good thing to use.
This group is the polar opposite of the over-thinkers and
will put little thought into choosing a giveaway. Like the
over-thinkers, you need to spend some time researching not the "latest
and greatest," but what would be appealing to your particular audience
at the show. Think about what YOU would like to bring home or to the
office.
The giveaway doesn't have to be super expensive. There are
many inexpensive, creative, eye-catching giveaways out there. You just
need to do some research. As mentioned, it shouldn't have tons of copy
on it, a list of products, etc. It's not a brochure; it's SWAG. Keep it
short and simple.
The Not At All Thinkers:
This group usually consists of those who refuse to give away free stuff, because they don't want a bunch of free loaders stopping by the booth. This group can also contain those who actually think that attendees don't want free stuff!
Unless you have the hottest and
latest product/service at the show, you are deluding yourself to think
that your service/product is enough to entice potential customers from
walking by your booth. True, some of your current customers may stop by,
right before they go to your competitor's booth that has giveaways.
While they're there, your competition can now chat with them, while you
stand in your booth and check your email for the 30th time. You may get a
few new attendees to drop in, but what's the incentive?
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