Marketing swag refers to the promotional merchandise or freebies that companies distribute to customers, clients, or employees as a part of their marketing strategy. These items are typically branded with the company’s logo, name, or slogan and are given away at events, trade shows, conferences, or as part of marketing campaigns. Promotional goods can include a variety of items such as T-shirts, hats, hoodies, socks, stationery, drinkware, tech accessories, and lifestyle products like sunglasses and umbrellas.
In the mid-20th century, marketing swag experienced a surge in popularity during the “golden era” of advertising. Companies invested heavily in promotional products as part of their advertising campaigns and it became particularly prevalent at trade shows, conferences, and industry events where businesses used promotional merchandise to attract attendees, generate leads, and increase brand visibility.
There is a segment of marketers and business professionals who believe that traditional marketing swag is now losing its effectiveness or relevance in the digital age. But there have been studies and surveys conducted to assess the effectiveness of promo goods and their impact on brand perception, customer engagement, and overall marketing ROI and it seems they still have their place in influencing purchase decisions.
Research by The Promotional Products Association International (PPAI) found that 83% of consumers like receiving promotional products, and 85% of consumers do business with the advertiser after receiving a promotional product.
Similarly, a survey by the British Promotional Merchandise Association (BPMA) showed that 66% of respondents could recall the brand on a promotional product they received in the last 12 months, and 79% said they were likely to do business with the company in the future.
While the specific figures may vary depending on the target audience, industry, and type of promotional item, the overall consensus is clear: marketing swag continues to be a valuable investment for businesses seeking to bolster their marketing endeavours. These tangible reminders of the brand enhance visibility and awareness, foster goodwill among recipients, and incentivise desired actions such as newsletter sign-ups, event attendance, or purchases.
In an era dominated by digital marketing strategies, the enduring appeal of tangible promotional items cannot be overstated. They remain indispensable tools for building brand recognition, nurturing relationships, and driving engagement, particularly within B2B markets and interactions with clients and partners.