Often referred to as swag, tchotchkes, or give-aways, they're the trinkets commonly found in booths at trade shows. We all know them and love them, often secretly roaming the trade show floor scoping out which booth has the "best in show" swag item. Whether a pen, stress ball, sticky note pad, or toy these items represent your brand image on the trade show floor and beyond. So, filling your bowl with swag that is useful and well branded provides more value than you may think.

I’ve had the opportunity to attend many trade shows over the years, and I’m always perplexed when I see swag that is really not very useful. Why would you put so much work and money into something that will likely end up in the trash? I can’t give away all my secrets, but when selecting swag my first priority is to choose something that is both useful and unique. People are more likely to stop at your booth if your bowl is filled with items they can actually use personally or professionally.

Utilize your swag as an icebreaker or talking point. I’ve experienced many swag conversations that lead to further interest in a product or service. Selecting a unique item is even more advantageous as people talk and word of mouth spreads. Before you know it, your swag has gone viral!

Regardless of your swag selection, don’t forget your branding. Always include your logo and contact information on your swag. You may not think it’s important, but it definitely contributes to your brand recognition; not including your logo and contact info actually devalues your brand. A Web site URL, email address, and/or phone number is sufficient and provides people with a means to contact you.

You never know where your swag will end up after it leaves your booth. It could be reached for every day, placed on an office desk, put in a purse or bag, or passed on to a co-worker or friend. In fact, your swag could be passed around more than you know. This means your brand is being passed around as well.

So, what branded swag will you be handing out at your next trade show? As with all aspects or your booth presentation, it’s important to remember the value of your swag. It may not be at the top of your list, but shouldn’t be forgotten and is worth the investment. Choose swag that people will find useful day in and day out. If you decide to go the unique route, but not necessarily for long term use, at a minimum make sure your swag gives people something to talk about. Above all, and I can’t stress this enough, make sure your swag is branded with your logo and contact information. You never know whose hands it will end up in next.

Related trade show blog posts and articles here on LyrisHQ.com:

• Don't be seduced by sonic rocks 
• Using Email Marketing for Trade Show Communications 
• What happens after the Olympics? 
• Collecting and Confirming Trade Show Email Addresses

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About the Author

Becky DeRosa is events manager at Lyris. She is responsible for managing and executing all marketing programs associated with North American and international trade shows.

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• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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