Swag
Promotional items and branded merchandise given to event attendees.
Definition
Swag (also called promotional items, giveaways, or branded merchandise) refers to items given to event attendees featuring company or event branding. Common swag includes apparel, bags, tech accessories, drinkware, and office supplies. Quality has shifted from cheap tchotchkes toward useful, sustainable items.
Effective swag strategy considers brand alignment, utility, quality perception, sustainability concerns, and logistics. The goal is items people actually use and keep—extending brand exposure beyond the event itself.
Why It Matters
Good swag creates positive brand association and ongoing visibility. Attendees wearing branded apparel or using branded items become walking advertisements. Poor swag—cheap, useless, or environmentally wasteful—damages brand perception.
Swag also creates memorable event experiences and provides tangible takeaways that reinforce event content and connections.
Examples in Practice
A tech company's high-quality branded backpacks become coveted items, with attendees using them for years and providing ongoing brand visibility.
An event shifts from plastic giveaways to sustainable items, aligning with attendee values and reducing waste while improving brand perception.
A conference provides tiered swag—basic items for all, premium items for speakers and sponsors—creating exclusivity and reward.