The fall conference season is upon us, and in exhibit halls
across the country vendors of all stripes are handing out pens, mugs, books,
clips, and other swag to leave a memorable impression on attendees. All
marketers eventually ask themselves, does this stuff really make a difference?
I see swag as a way to start a conversation. Vendors who use
swag that ties into their mission, strategic marketing message, or a conference
theme are likely more successful. For example, at a recent lunch’n’learn I received
the above “stress squeeze” horse from Hopewell, a therapeutic farm for people with
serious mental illness outside of Cleveland. It certainly is more memorable
than, say, a pen or sticky notes, and the horse clearly connects to Hopewell’s
therapeutic philosophy. It's an ideal little handout to capture people's interest and share details about Hopewell's program.
Tchotchkes like this can serve as a good conversation
starter at a booth, but savvy marketers have even better swag hidden for
particularly hot prospects or current customers/referral sources who stop by. For example, a coffee mug
might be a treatment center’s standard (albeit not too inspired) booth fare, but representatives may have
cookbooks written by the facility’s executive chef available for those who are truly
interested in the program’s nutritional elements. (Leave out the "good" stuff on any show floor and expect unscrupulous attendees to take them--by the handful.)
I believe the best
swag, or rather what should really be seen as small thank-you gestures, is saved and sent to prospects post-show, when it’s not only unexpected but a
tangible reminder of the conversation and much more effective than a post-event
e-blast. For instance, an electronic health records company could send hot prospects
a crystal paperweight with the message “This will hold down your paper until your
system is up and running," or a treatment center might send a potentially good referral source a gourmet coffee blend to be used in the mug the attendee picked up.
I see a lot of swag in my travels. I suspect in many cases a
junior marketer has selected the booth giveaways under tight budget
constraints. Yet swag is a visible take-home message about an organization, and
wise marketers give swag as much consideration as the other materials they
prepare for their booth.
