How does an event live on in the minds of those who attended?
What makes an event memorable, worthy of being saved, photographed, even “viral” in its impact? Sometimes, it’s something tangible that’s taken away from the event. You’ve probably heard of the “Swag Bag.” In popular culture, you’ll see stars receiving a bag filled with outrageous goodies, sometimes worth hundreds of thousands of dollars. Swag bag has a ring to it. No reason it couldn’t be a box – right? For marketers, the swag gift collection is an opportunity to get their products in front of influential people. For the hosts, it’s an opportunity to extend hospitality (and the brand) to a coveted group of people.
How important is hospitality?
Hospitality and giving are ways we show some of our best human qualities – generosity, appreciation, humility, to name just a few. Going back to ancient times (and featured front and center in Christopher Nolan’s The Odyssey), is the concept of xenia, or treating strangers and visitors with unconditional warmth and respect. It goes beyond flattering the recipient – your hospitality signals their importance, and the gift reflects the degree.
What is a swag bag vs. a swag box?
Following in the gift-giving tradition, swag bag is a term coined by marketers to describe the free giveaways at live events. A swag bag is a collection of free branded gifts given to event guests, from celebrity award shows to trade show booths. A swag box does the same job in a sturdier, more memorable package that can signal a more refined product or higher value content inside.
Do I need a swag box at my event?
If you are hosting an event, from a small dinner party to a large conference, a parting gift, party favor, or swag box is the perfect way to “keep the conversation going” long after the event is over. What used to be a nice memento to thank the guests has become a statement, and sometimes the defining memory of a party or event. Brides will mull over wedding favors, just as event planners will stress about swag because judging an event can sometimes hinge on these tangible takeaways. And attendees love showing off their “haul” to others, adding emphasis to the importance of these party gifts as megaphones for the event itself.
So what can you expect when you get it right? A good swag box at the most basic level earns gratitude and admiration. But it can also drive buzz, online attention, cult following and even notoriety for the most coveted items. Just think of any conference – there is always one vendor whose special swag commands lines of attendees, who will sometimes wait hours just so they can brag about their goodie bags. And suddenly, those items seems to appear everywhere on the floor, driving word of mouth excitement for the brand and generating new leads with every handout.
What should go into a good swag box?
Once you’ve committed to investing in swag, make it count. There are a couple of different ways to go about this.
1. Practical Swag
Some marketers argue for the “practical” path, focusing on common branded items that perennially do well at events. Think tote bags, tee shirts, water tumblers, and portable chargers. While these items will motivate attendees to strike up conversation, they won’t necessarily impress your audience. Instead, look for personalized items that either resonate with the niche audience and/or reflect the brand. Maybe a branded satin eyemask for the flight home, or a small first aid kit with your logo because you work in the home repair? Obviously, perceived monetary value also drives buzz at trade shows, but be aware of your budget and cost of customer acquisition before placing your order for those high-ticket giveaways. International marketplaces like AliExpress and Taobao (Chinese language) make the possibilities endless, but be sure to order far in advance and plan for large quantities, since there are often high minimums.
2. Product Sample Swag
Swag featuring samples of your actual product can also be an easy way to drive adoption and build loyalty. Especially for consumables and product subscription models, getting product in customer hands is one of the most successful ways to drive new business from a potentially high lifetime value (LTV) customer. You can take it a step further and curate an offering that includes complementary businesses too, creating the perfect swag box that represents not just your product but the lifestyle and persona you are targeting. Don’t be afraid to ask for co-branding partners – smart, like-minded entrepreneurs will see the value in being associated with similar brands in the same ecosystem.
3. Experiential Swag
Finally, swag can even be experiential. We’ve all seen screen-printing stations at activations, allowing customers to pick their designs on the spot and watch their new threads being printed. What about spray-painting graffiti personalization on branded totes? Or cookie decorating tables for a truly delicious take-away treat? These unique swag giveaways engage the customer, creating both a more memorable experience and a highly personalized take away. Hand off the finished piece in a branded box and the experience goes home with them. These spectacles also lend themselves well to influencer campaigns and social media promotion.
How should you present your Swag? Use a swag box!
Whatever path you choose for your swag, kit it together in custom packaging to take your branding to the next level. A custom printed box to house your swag items will give it a professional touch, often giving the impression of luxury and expense without costing you an arm and a leg. At BoxUp, choose from our standard sizes across various box structures (display mailers and carry-handled gable boxes tend to be the most popular for swag), and personalize the design online. Hosting a small event, or reserving swag boxes for your VIP only? No problem, you can order a minimum of 12 boxes or up to 20,000 on our website. We offer over 200 premade templates, or download our Canva dieline template to complete your design on Canva before uploading back to our website. The result will be a stunning swag box worthy of the contents inside. Even some of the more modest events that have used a BoxUp box for their swag or party favors have found that the ‘billboard effect’ of 50 or 100 boxes lined up and waiting on guests is worth its own weight in gold. And knowing that someone at the home or office of the recipient is going to be a little jealous when they see the box – even empty of its contents – is a nice bonus.