Call it swag, schwag, tchotchkes, widgets or thingamabobbers—promotional merchandise still has a place in communicators’ toolkits. There’s no denying it: These items are fun to collect and can be part of a person’s life for years (I still use the Google rocket-shaped pen—circa 2000—to write my checks. The ink supply is infinite).
More importantly for organizations, giving out swag can be a key component in their marcom program. Whether distributed freely to anyone for the purpose of building awareness, or selectively given out to special clients as gifts, swag can help your business grow and strengthen relationships.
PR News set out on the investigative trail to find out about “the state of swag”: product and promotional trends that PR pros should know about. We found that swag is now being used in some very innovative ways—not just as space fillers in a cubicle desk drawer.
JUST REWARDS
For nonprofit DoSomething.org, which encourages and helps young people to partake in volunteer activities, swag is an important incentive and reward vehicle.
The Washington D.C./Los Angeles-based organization gives out merchandise to top volunteer teams around the country—those who have made a big impact in their communities. “Sometimes we give out signed swag,” says Megan Anhalt, director of media and talent relations. For example for its Teens for Jeans program, top volunteer teams were given jeans signed by American Idol champ Adam Lambert.
Probably the most popular piece of swag among the teenage volunteers is the DoSomething totebag, which has inspiring sayings imprinted on it. “Our teams are our lifeblood. We want to reward them with things that will engage and inspire them,” says Anhalt.
DoSomething has taken promotional merchandise one step further.
As part of its DoSomething 101 School Supply Drive with Staples, DoSomething and the office supply company have created a special line of notebooks, planners and other school items that are stamped with the DoSomething logo and have ideas for cause campaigns inside. “Our composition notebook says ‘Making a difference is easier than you think,’” says Anhalt. “I think this is the coolest thing we’ve done with merchandise.”
GREEN SWAG
Not only are cool things being done with swag—there is more cool swag to be had, says Suzette Bergeron, a promotions consultant and owner of Funman Promotions, a merchandise supplier.
Green is in, says Bergeron. That’s why she started a niche outlet, Bulletinbag.com, which provides custom-printed reusable grocery bags. “We seen a lot of green products introduced for promotions,” she says. “It’s something that gives a company credibility, and the end users benefit from it too.”
Anhalt says DoSomething is launching an online store featuring swag, and a centerpiece item will be the requisite green, reusable water bottle. “It’s printed with key cause-action words on it,” she says. “We want to encourage the kids to be environmentally conscious.”
Besides green products, there are other trends in swag, says Bergeron, including:
• Tech is in. USB and Flash drives and iPad cases lead the charge.
• In-fashion apparel. “You’d see new styles come out in stores first,” says Bergeron. “Now they’re available at the same time for promotions.” In addition, clothes with moisture-wicking fabrics are popular.
• Brand-name items. Products such as Garrity flashlights and Parker pens stand for quality.
• Product customization. “ Everyone wants items that are more personalized, such as pens that are perfectly matched to a brand color,” says Bergeron. This requires a longer lead time for ordering.
PICKING PRODUCT
Bergeron says choosing swag based solely on how hot it is won’t serve brands well (see the chart for the most popular items)—it’s the decision process used to pick a product that is most critical. She recommends asking the following questions when considering using swag in promotions.
• Who is your target audience? What products will be most useful to them?
• How is the product going to be distributed? Will people fill out a form online to receive it? Will it be hand-delivered to offices?
• Where will your target be physically when making a decision about your brand? “They could be standing in kitchen looking in fridge (magnet!), or they might be sitting at their desk, where an office item is more appropriate,” says Bergeron.
BUYERS BEWARE
One caveat from Bergeron: With product prices rising in the U.S., a good deal of swag is originating from China, where product safety and factory conditions are a concern.
“In prior years, a lot of people were going directly overseas, but over the course of the last year we’ve seen a lot of issues and problems with that,” says Bergeron. “We’ve all read about recalls, so be careful with any product that might be for children. It’s about finding something that’s really useful—and safe—that best represents the brand.”
SWAG ICON
Speaking of representing the brand, no piece of swag may do so better than the plush Aflac duck. The iconic centerpiece of the Aflac insurance brand, the small toy ducks that quack when you squeeze them are by far the most popular of a number of other branded Aflac items, says Laura Kane, VP of external communications at Aflac. “The ducks are distributed by Aflac agents when launching a new product or during open insurance enrollment,” says Kane.
New ducks—with different looks and clothing—are created each year for special occasions or for appearances in TV spots.
Aflac’s Holiday Duck program, in which the public can purchase the ducks for charity, has raised nearly $3 million for fighting pediatric cancer over the past 10 years, says Kane.
That is swag put to good use. Now, where did I put my Squishy Foam Porta-Potty from National Construction Rentals? PRN
CONTACT:
Suzette Bergeron, [email protected]; Megan Anhalt, [email protected]; Laura Kane, [email protected].
