You may know SWAG as the free promotional items given to trade show attendees or to customers and prospects to promote your company name and brand. Traditionally, SWAG is an acronym that stands for Stuff We All Get … marketing giveaways.
It may surprise you to know that it is widely assumed that George Washington was the first to use SWAG for promotional purposes. Commemorative buttons were created for his election campaign of 1778 to elicit votes!
Promotional products and other forms of branded SWAG have stood the test of time. They have been very popular during the last century and continue to be successful marketing tools. Today, the words SWAG and MERCH are used when talking about branded promotional items. Some people use them interchangeably, but there is a difference.
SWAG is a term for branded items that are given out to customers or prospects for free. They can range in quality and price, but they are always branded for a company to get that company’s name physically into the hands of potential customers and referrers. A refrigerator magnet as a promotional give-away (photo on right).
When selecting SWAG, it is important to consider at what type of event it will be distributed. A branded high-quality pen, notepad, or a tote bag are all great for a trade show. A more formal event, such as an awards ceremony or grand opening, requires a higher-end item that will create a bigger impact. Examples are engraved wine glasses or Bluetooth speakers … there are many possibilities.
MERCH, short for merchandise, as currently defined, is a branded item that is sold by a company to its customers, patrons, or supporters. These are items that people purchase because they are fans, and they want to support the company or group selling them. Examples are company T-shirts, etched glasses, hats, or mugs. However, as the promo industry matures MERCH is often used to convey high-value products which are being used as a critical component in marketing campaigns and can sometimes be free as well! See example of branded Thermos as MERCH.
People love the things that they have an emotional connection to. They remember when they bought it and the memories and feelings it promotes. Good merchandise branding does the same thing. It allows people to show their experiences, their likes and favorites, and their passions. Your branded MERCH turns your customers and supporters into brand ambassadors. It promotes brand recognition and makes buyers feel like they are part of the brands they love. Branded MERCH gives you a direct connection to your customers.
Remember that branded MERCH cannot exist in a vacuum. It must be part of your overall marketing strategy. If you are interested in designing your own branded promotional products for giveaway or purchase, call Noel at 978-505-2783 or email him to set up a complimentary consultation.