the do’s and don’ts of swag bags

Swag bags aren’t mandatory for corporate events, but many attendees have come to expect them. Everybody likes free stuff, so swag bags are a great way to generate even more excitement before, during, and after your event. Swag bags might seem like an afterthought, but with the right strategy, they can become a powerful component of your next event. (We even wrote a guide to show you how we merchandise our events.)

Do include the essentials

Event attendees are excited to go home with new gifts, but you aren’t here to do the bare minimum: you really want to knock their socks off! That’s why it’s better to fill your swag bags with high-quality items that they’ll associate with your brand.

So, what should you put in your swag bags? It depends on the event, your brand messaging, and your attendees, but these five types of promotional products are a good starting point.

Apparel: Now isn’t the time for flimsy T-shirts! Your apparel should be comfortable, high-quality, and feature a gorgeous design. If you’re in a cold location, consider giving away sweaters, jackets, or vests to be more unique (and useful).

Gadgets: Everybody uses tech, so give attendees some cool accessories for their gadgets. Consider mini projectors, speakers or selfie kits to get attendees talking.

Spa items: It’s been a hard few years. Why not give your attendees a little dose of peace with a spa swag bag? Throw in an eye mask, lavender lotion, or a back scratcher to help your attendees relax.

Food: Who doesn’t love snacks? Give away cool beverage mixes and fun snacks to keep the party going. If people are coming to an event in the same location as your headquarters, consider sourcing from local shops to give them food they can’t find anywhere else.

Useful items: If you’re at a conference, give attendees nice Moleskine notebooks (plus fancy pens) to take notes. You can even give away creative travel mugs or water bottles so they can stay hydrated during the event.

Don’t forget virtual events

Because virtual events are still a thing, you want to make sure that virtual attendees walk away with more than a transcript of presentations.

If you know attendees’ mailing addresses, you can send swag bags before a conference. For example, if you want to do a cool 3D experience during the event, you could ship branded 3D glasses (plus other goodies) to attendees to build anticipation.

If you don’t want to ship swag bags to attendees, you can always opt for virtual products. Be playful and have fun with it! Include juicy virtual swag like:

• Gift cards

• Subscriptions to services like Spotify, Audible, or Netflix

• Free apps

• Games or contests

Do pay attention to the bag itself

You should absolutely focus on the experience the products inside the swag bag give to your attendees. But does a flimsy plastic goodie bag say, “Choose us”?

Not really, and that’s why it’s important to focus on the swag bag itself.

If you’re at a conference, attendees will collect all of their swag bags and put them inside the biggest, nicest bag they receive. This means that, if you play your cards right, thousands of attendees will be displaying your bag at an event.

Pro tip:

You definitely want to go with a reusable bag for this. Canvas is a durable, high-quality option, but collapsible rayon bags are also enduring. If you really want to get people’s attention, give away backpacks or duffel bags. That will definitely turn heads!

Don’t ignore the importance of timing

You’re excited to give your swag bags away, but is now really the best time? For example, if you’re at a networking meeting, do you really want to stuff attendees’ hands full of extras when they’re already holding a drink and shaking hands?

Think about how the attendees will experience your swag bags. If you don’t want your bags to get in the way, consider shipping them to attendees’ homes or passing them out at the end of the event.

Do remember your theme

Are you having trouble developing a cohesive swag bag? Theme it! You can tie the theme into your location, presentation, time of year, etc. A themed bag gives attendees a thoughtful experience — plus, it makes it way easier to select items.

Here are a few examples to get the juices flowing:

Fall Is In The Air: Include apple cider mix, a branded throw blanket, and a cozy candle.

Throwback: Include nostalgic childhood snacks, mini arcade games, slap bracelets, and other fun throwback gifts.

WFH: Make a work-from-home survival bag, complete with blue lightblocker glasses, a wrist rest, and emergency snacks.