SWAG Series - Promotional Products (Part I)
- Pro-Branding
- Feb 5
- 5 min read
WHAT IS SWAG?
What does the term “swag” mean? Actually, it’s an acronym for…
Stuff We All Get,
Souvenirs,
Wearables And Gifts,
Awards,
Giveaways
"Sealed With A Gift"
Swag can also be referred to as…
Regardless of its definition, "swag" refers to any item that includes a logo, message, tagline, or some form of personalization, generally intended to promote a business, event, association, team, individual, or cause.
Promotional products offer a distinct advantage over other advertising methods: longevity. Some promotional items are retained by recipients for extended periods. For example, I have a letter opener that a client gave me in 1998, and I am reminded of that client whenever I use it.
Acquiring promotional items is typically straightforward, yet it's equally simple to make mistakes during the process. These errors can be expensive, impacting both your financial plan and your brand's reputation. In this blog, we will examine the correct approach to purchasing promotional items. We will begin by outlining the "Promo with Purpose" strategy for selecting promotional products. Subsequently, we will delve into common mistakes associated with promotional products and strategies to avoid them, including challenges specific to events and trade shows, as well as environmentally friendly purchasing practices. Finally, we will offer practical guidance on acquiring promotional items effectively.
But it all begins with purpose…
THE WAY TO BUY SWAG "Promo with Purpose"
What are the benefits of utilizing promotional products? If individuals were to respond to this question candidly, I anticipate their answers might be as follows:
“Because we’ve always used ‘em.”
“Aren’t they expecting to get stuff from us?”
“I want one of these for myself.”
“We want them to remember us.”
The first three responses are not valid reasons for purchasing. The final answer is legitimate but lacks sufficient detail.
During my tenure as a promotional products marketing consultant, I observed that many individuals lacked clarity regarding the rationale behind their purchases of promotional items. This observation inspired me to develop the "Promo with Purpose" concept, aimed at offering marketers and business owners a strategic framework for selecting the most suitable promotions to achieve their specific goals.
The "Promo with Purpose" concept encompasses the who, what, why, where, when, and how of acquiring promotional products. It is important to recognize that these elements may change over time for both you and your customers. Consequently, evaluating the process at critical intervals or on an annual basis can help ensure the continued effectiveness of your promotional efforts.
The most important of them is why.
WHY
Before acquiring a promotional product, it is essential to first evaluate the purpose it is intended to serve. Your objective may include any of the following:
To ensure our logo and organization name are prominently displayed on the tradeshow floor.
To motivate individuals to participate in our program or make purchases from us.
To express appreciation to customers for their support.
To inform the public about a significant issue.
To enhance my visibility within the community to garner support in the election.
To promote awareness of our upcoming event.
Please note that each of these statements begins with the word "to." Consequently, to begin considering your forthcoming purchase, complete the following statement:
“I want to use promotional products to ______________.”
This is your why.
WHO
When acquiring promotional products, it is essential to consider two critical aspects regarding Who: your own identity and that of your recipients. Why is this important?
Start by recognizing your true identity. Be completely honest and respond with who you genuinely are, rather than the organization you wish to become.
What type of organization are you? Are you a company, association, non-profit, entertainer, event planner, tradeshow producer, entrepreneur, team, political party or candidate, municipality, government agency, hospital, college, etc.? This is likely the most straightforward question.
How would people describe your organization? Are you perceived as friendly, caring, innovative, creative, fun, tech-savvy, tough, or efficient? Many may not have contemplated this question previously.
What are your core values? Do you prioritize security, freedom, love, learning, power, health, adventure, creativity, etc.?
Who comprises your organization? This may include various groups. Identify all the significant ones. What are their characteristics? Hardworking, talented, creative, etc.?
Who are the key decision makers for purchasing promotional products? This often significantly impacts purchasing choices.
Now we will talk about who your recipients are.
Do you serve a business-to-business (B2B) or business-to-consumer (B2C) market?
What types of organizations operate within your market? Do they include businesses, associations, non-profit organizations, government bodies, healthcare institutions, families, teenagers and young adults, seniors, athletes, students, or colleges, among others?
Who are the primary decision-makers responsible for procurement and supplier selection? Identifying these individuals can often present challenges. In my experience within B2B markets, decision-makers have ranged from administrative assistants to business owners. Similarly, B2C markets exhibit comparable complexities. For instance, in family-run businesses, the person managing the finances may not necessarily be the one making purchasing decisions.
How would you describe your market? Would you characterize it as impatient, content, adventurous, traditional, meticulous, diligent, cost-conscious, sophisticated, entertaining, etc.?
What professions or activities are prevalent in your market for earning a living? Examples include plumbing, childcare, education, insurance, family care, sports, leisure, etc.
In which environments do your customers predominantly spend their time? Are they commuting in their vehicles, at home, in an office setting, or on a factory floor, among other places? For certain markets, understanding where customers spend their leisure time may be more critical. Do they engage in activities such as traveling, playing golf, gardening, or visiting playgrounds, for example?
What are the values of your market? While these values may vary from one customer to another, it is crucial to identify those that are prevalent among the majority. Reflect on the values you prioritize within your own organization, such as security, freedom, love, learning, adventure, health, and power. Typically, these values are not directly discussed with customers, so it is essential to observe their behaviors to evaluate them accurately.
What hobbies or leisure activities do they engage in? This is crucial for both B2B and B2C contexts. Do they participate in golfing, traveling, attending movies, visiting nightclubs or bars, or enjoy spending time with children or pets, among other activities? While these interests can vary from individual to individual, there may be common interests that are significant to many. Understanding these preferences helps identify the triggers that motivate your customers to make purchases and choose your business.
WHERE
In the next blog we will discuss the significance of the "where". As with the “who” question, there are two things to consider when purchasing a promotional product...
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