Love it or hate it it’s a fact, Promotional Product or Swag is a cornerstone of small business marketing.
SWAG aka as Stuff We All Get is one of the best marketing tools available to the small and medium sized business. What you need to know to succeed when buying SWAG.
Let’s face it, we have all gone to a trade show or business event and been handed some swag with a business logo on it. Often we leave the event and toss it in the trash. Why is this?
The reasons some SWAG ideas work and some do not are simple yet poorly understood by most buyers. Here are the top reasons and information you need to know.
Don’t put your logo on something no one wants: Pens, sticky notepads etc. Unless your target markets are your grandparents, the average trade show and b2b recipient does not want, need or even use a pen. Giving a millenial or a Gen xer a pen (sticky note etc) is like giving a fish a hammer.
To be effective you need to size up your target. What will they keep, use or stare at enough times to have your logo “imprinted in their mind”?
“Giving a millenial or a Gen xer a pen (sticky note etc) is like giving a fish a hammer”
There is a very famous slogan in the promotional products world, “it takes 7 impressions to make an impression”. This basically means that the recipient of SWAG needs to see your logo on the SWAG at least 7 times to remember your logo.
This means that you do not have to give them something they will keep and cherish forever, it simply means don’t give them something they throwaway as soon as they get out of your site.
“It takes 7 impressions to make an impression”
Don’t be out of touch! A couple of years ago fidget spinners were huge. In fact we sold over 1 million of them in the first six months of 2017. Everyone wanted them and everyone who bought them and used them at trade shows etc were a big hit.People remembered who gave them the fidget spinner.
It was a phenomemon that was short-lived but massive. If you put your logo on a fidget spinner in the spring of 2017 you definitely hit it out of the marketing park. However, it is now 2019. If you are putting your logo on a fidget spinner you are out of touch. What’s HOT Today?
Stop talking to your local promotional products seller, they are clueless. These are really really nice people for the most part but unfortunately they are doomed just like the newspaper boy is, the taxi service is etc.
According to ASI, the defining body of the promotional products industry the average age of the promotional products DISTRIBUTOR is 58 years old while the average buyers age is 34! There is a huge disconnect. What a millenial buyer is looking for a Promotional Products Distributor will not know where to find it.
People in all walks of life and business do and sell what they are comfortable with. If you were a 58 year old swag merchant would you know where to find a STOJO folding coffee cup? Probably not.
What You Should Consider Doing.
It’s easy to knock the old way of doing things but what can you do to save money and be cooler than the competition is always a tougher question. Here are some things I think you should consider before you repeat the same old mistakes at your next trade show or B2b event.
Find out what is trending.
If you are clueless as to what your target market wants here are a couple of great suggestions. Go to Kickstarter or Indie-gogo . These are sites where new ideas are promoted and funded. Often these products already exist and are available to have your logo put on them. If they aren’t yet made look at what they are. For instance RFID wallets are hot and there are a couple of dozen examples of them already available. If you’d like the promotional product version go to this link.
Buy Factory Direct.
China factory direct is easir and more affordable than you have ever thought. Sites like Tradeshow8.com and CheapBulkSwag.com offer small quantity factory direct trade show swag where they specialize in trend savvy swag. They also offer USA based live customer support. A good idea when dealing with China.
Stop Being So Boring.
Stop with the pens, lanyards, cheap bags, shitty key fobs and such and look at trending ideas like Pop Sockets, Nuckees, Secrid Wallets, Folding Coffee Cups, Folding Drinking Straws and other “catch the eye ideas!” Check this page for the Top Sellers
If you want to make the most out of your marketing budget for promotional products (aka SWAG) you need to stop doing the same old same, reconsider who your audience is and adjust your product choces accordingly. Most importantly, stop paying too many middlemen to buy your promotional products. In 2019 you need to go direct.
Below are some great ideas for the millenial buyer. View them all at this LINK
SWAG aka as Stuff We All Get is one of the best marketing tools available to the small and medium sized business. Here is what you need to know to save money and market more effectively.