Did you know that 52% of event attendees are more likely to visit a stand offering giveaways?
Whether it’s a branded tote bag at an exhibition or a bespoke pint glass at a networking conference, those little touches leave a lasting impression. But event swag isn’t just about handing out freebies for the sake of it. It should be a strategic part of your event marketing strategy.
You’ve invested in the venue, nailed the branding, and sorted the AV (you did read our AV blog, right?). Now, how do you ensure you stay relevant post-event?
Swag.
And not just any swag. We’re talking high-quality promotional products that people actually want to keep. Think reusable water bottles, premium notebooks, cosy hoodies, or something completely bespoke that captures your brand’s personality.
Because if 83% of consumers are more likely to do business with a brand after receiving a promotional product, you’llwant to make it count. Choose something they’ll use again and again, something that keeps your brand in their hands, on their desk, or a part of their daily routine. Because the more they use it, the more they remember you and the more likely they are to do business with you.
So, how should you choose the right swag for your event? Let’s take a look.
Build a Swag Strategy
Swag without strategy? That’s just stuff. A swag strategy is about making sure every branded item you choose has a purpose.
Here’s how to build one:
- Start with your goal: Are you trying to attract foot traffic? Generate leads? Reward loyal clients? Your goal should shape what you give, how you give it, and who gets it.
- Know your audience: What will they actually use? Wireless chargers? Branded t-shirts? Socks, stickers, stress balls? The more relevant, the more likely they’ll use it and keep seeing your brand.
- Make it stand out: Your swag should reflect your brand’s personality. Bold, playful, premium, eco-conscious—whatever it is, your swag should reflect it.
- Think beyond the event: Choose items that live on after the event ends. Reusability = visibility. Bonus points if it sparks conversations long after the conference lanyards are gone.
- Track the impact: Add QR codes, custom URLs, or social hashtags to measure engagement. Swag should be fun, but it should also be functional.
Luckily, at Fresh Productions, we have a huge variety of custom-branded merchandise options for you to choose from ahead of your next event. Check it out.
Customise Your Swag
A strategy is one thing, but tailoring your swag to your specific event is another. You see, swag doesn’t just live at event stands anymore. It travels directly to offices, to doorsteps, and even into digital wallets. And wherever it lands, you’llwant to ensure it creates an impact.
In-Person Events
Swag handed out at an event is great for instant brand visibility and sparking conversations. It’s tactile, immediate, and often shared on social media. But you’ll want to make sure it’s something attendees want to carry around all day, such as a cable organiser, a branded microfibre cloth for their screens, or a privacy webcam cover that’s both practical and pocket-sized. We have a full range of options and would love to walk you through them.
Direct Mail
Perfect for pre- or post-event engagement, a well-timed branded merch box full of swag can warm up a lead before the event or keep your brand top of mind after. A “See You There” kit with a branded notebook, webcam cover, and a personalised agenda for the event. Or a post-event “Thanks for Coming” box with a phone stand, a QR code linking to session recordings, and a handwritten note from your team.
Digital Swag
No shipping? No problem. Digital swag like e-gift cards, downloadable resources, or exclusive content is ideal for virtual events or hybrid events. They’re fast, scalable, and still feel personal. Items such as e-gift cards for coffee, food delivery, or app store credits are great for remote attendees. Want to follow up after the event? Send early access to a whitepaper, a bonus podcast episode, or a curated content bundle. You could even include downloadable templates or tools they’ll actually use.
Make it Measurable
Like any marketing initiative, event swag should deliver results you can actually measure. But before you get to ROI, you need to define what success looks like. Are you aiming to drive booth traffic, generate leads, or boost post-event engagement? Once your goals are clear, you can start tracking how your swag is performing.
Use tools like QR codes, custom URLs, or unique discount codes to see who’s actively engaging with your brand. Keep an eye on social media too, especially LinkedIn, to spot attendees sharing your swag and tagging your team. And don’tforget to zoom out: did your swag help spark conversations, book meetings, or keep your brand top of mind weeks later? If so, you’re already seeing the return.
If you’re looking to drive engagement, spark conversations, and leave a lasting impression, then you need to start investing in your swag. Remember, it’s not just about what you give away, it’s about how well it supports your goals and connects with your audience. So, if you’re ready to make your event merchandise work harder for your marketing goals, let’s talk. Schedule a call with our team today.
