In an era when companies’ commitment to sustainability has seemingly exploded, so many of those same corporations are still doling out countless branded water bottles, T-shirts, notebooks and pens. And let’s be honest, so much of it ends up in the trash.
The most-often overdone promotional merchandise is also “cheap [and] poorly branded,” according to Karalee Serra, the owner and creative director of Artisan Marketing Group (AMG), a Maine-based brand experience agency that specializes in elevated, corporate gifts and swag.
“A key piece of advice we give to our clients is to prioritize quality over quantity,” Serra divulged to Vendelux—meaning it’s time to ditch items like stress balls, generic mugs, pop sockets and unbranded candy, just to name a few. “They offer little value and quickly end up forgotten,” Serra said.
On the other hand, “when you invest in well-made products, you increase the likelihood they are kept by end users.” So when thinking about quality, consider investing in a designer to collaborate with “to create something unique and stylish, rather than slapping your logo on an ordinary item,” Serra said. Or, make a recovery kit. It’s likely something attendees have already seen at a destination wedding as a token of thanks for guests’ willingness to travel, so why not do the same for a corporate event? Not to mention, they’re “practical and useful [and] the perfect way to ensure your guests feel refreshed and appreciated,” Serra explained.
A recovery kit is also a great way to give guests something they already want while using packaging—”the perfect place to display your brand and create a positive, curated experience for your recipient,” Serra said. And think outside the box—literally—by bringing branded elements to ribbons, packing tape and stickers.
But be careful not to let a logo dominate the swag item, as that’s a likely way it will end up in the trash, according to Heather Pilcher, the CEO and executive producer of corporate experience builder Blue Spark Event Design. To avoid this:
“understand the goal behind the item,” Pilcher advised. Ask yourself, “Is it introducing your brand, continuing a narrative with an existing customer or serving as a thank-you for their loyalty?” Then, let the “branding feel like a compliment rather than an advertisement.”
There’s also a way to do the “overdone” things correctly—particularly when it comes to pens, Pilcher added. “While cheap, poorly made pens are horrible and quickly discarded, high-end pens can make an excellent giveaway.”
If you’re not looking to create extra waste, looking to local vendors in your event’s location is the ideal way to “steer clear of mass-produced products for a more personal touch,” Serra said. For example, “consider collaborating with a local cookie artist or sourcing your favorite popcorn with your logo on it.”
Among the more creative swag AMG has been producing lately: Jibbitz, the trendy charms that accessorize Crocs shoes. “They are such a hit right now,” Serra noted, noting that they’re also surprisingly very affordable. “I’ve had a number of people shy away from them thinking they come with a hefty price only to jump on ordering them as soon as they hear their affordability. Folks always think quality swag must be expensive—it’s not!” And while turning a brand logo into a Jibbitz is an obvious choice, “design beyond the logo,” Serra advised. Think about “brand colors, shapes, characters, patterns and other more subtle branding elements [to] design an attractive, appealing item.”
In addition, swag doesn’t always have to be a physical item, according to Serra, who said that a subscription to a platform like MasterClass, Audible or Headspace offers meaningful opportunities for growth while providing ongoing enjoyment.
Pilcher chimed in that non-physical “swag” that offers access and entertainment is always welcome, such as airport lounge access or a Ticketmaster gift card.
As we head into the holiday season, here’s a comprehensive list courtesy of Serra and Pilcher of what’s hot—and what’s not:
| Hot | Not |
| Recovery kits | Canvas tote bag |
| A fresh take on a koozie, like the ones Puffin Drinkwear makes | Generic koozies |
| Wellness-themed bundles with healthy snacks and a yoga mat | Stress balls/squishy toys |
| A name-brand tumbler or popular water bottle (like a Stanley) that opts for a special feature or fun design over a logo | Overtly branded water bottles or coffee mugs |
| Treats from local vendors, such as a cookie artist or mom-and-pop candy shop | Unbranded candy |
| A handmade item like a holiday ornament or candle | Pop sockets, yo-yos, mouse pads |
| Custom Jibbitz for Crocs | Retail apparel slapped with a brand logo |
| Useful tech like earbuds, Apple AirTags or a high-end wireless device-charging pad | USBs or inexpensive chargers that don’t actually charge well |
| A subscription to a platform that assists in personal and professional development, like MasterClass or Headspace | Padfolios |
| An audiobook or media subscription | Branded sticky note pads |
| High-quality pens that last | Cheap pens that quickly run out of ink |
