(noun. loot – booty – spoil – prey – plunder)
Bringing home event ‘swag’ is a tradition for the SmartShow team. Whoever travels to events on our behalf can’t get back in the office unless he/she displays their swag haul and allows the rest of the team first pickings. There’s always a scrum for the USB sticks and some laughing at the naff hats and pens-with-pull-out-bus-timetables. It’s lots of fun, but it’s also a worry on many levels:
- What expense! Have you seen the cost of plushy teddy bears these days?! And how much did exhibitors have to pay to ship it there, and ship it back.
- ROI much?! Can you honestly track back your new clients and say, “gosh, it’s lucky they took away a 1Gb flashdrive from the Dog Show that time, or we’d never have got that deal.” No you can’t. And – 1Gb is mean. We’re all after at least 4Gb now, just so you know.
- How does it differentiate you? What does a flashdrive/beer cooler/pen/mouse pad say about your brand? Especially as every other exhibitor had the same idea. I think it says ‘no imagination’.
- Could we think a little greener, perhaps? It’s one of our regular cries, but we just hate seeing printed swag and thinking about what gets wasted.
I don’t want to end the post on a whinge, so here’s an example of the BEST SWAG EVER. Who knows what it cost the company, and the issue of ROI is still up for debate, but differentiation – oh yes. Thoughtful, witty and it felt like a gift, not just ‘tat’ taking up room in our bags:
Personalised caricatures presented to each and every visitor to The Orange Exchange‘s booth at MEETINGS2013. Drawn without us realising. Fantastic.
(Frames, models own)