Using branded merchandise as a giveaway is an effective marketing technique, but only when it’s done right.

A giveaway can go wrong for a couple of predictable reasons: the company doesn’t promote it, or it gives away products nobody wants. A lanyard might be easy to hand out at a business conference, but it’s also the first thing in the trash when the conference is over.

We’ve produced event and giveaway runs from our own floor in Lindon for years, including printing the race shirts for every kid at the Eat Learn Play fun run, and the giveaways that work are always the ones that got planned like a real project. Here are the questions to ask.

What is the purpose of your giveaway?

Swag giveaways are common at events and tradeshows, and they’re often treated like an afterthought. If you want to stand out, start with the specific goal. If the goal is brand recognition, pick a lower-cost item people will actually reuse. If the goal is a spike in scan leads, a higher-value item people line up for might be the way to go.

Online giveaways work too. If the goal is followers and engagement, make it worth someone’s time: products that are distinctive, fun, and useful in someone’s day-to-day life.

How will these products be given away?

Once you have an idea of the products, think through the handoff. At an event or trade show, will they go in a swag bag? Will you hand the item over on the spot, or follow up with it after the event?

For an online giveaway, are you targeting people nearby or shipping nationwide? If you’re shipping, budget for it, and treat the packaging as another branding opportunity, because it’s the first thing the winner sees.

What swag items make the most sense for your goals?

Some starting points, by goal:

Budget-friendly event/tradeshow swag: to pull traffic to a booth without a big spend: silicone phone wallets, candy, pens, tote bags. Good when you want volume without worrying about the per-piece cost.
High-value event/tradeshow swag: one or two headline prizes: a quality piece of luggage, a name-brand wireless speaker, even an electric scooter. Keep these unisex and one-size so any winner is a happy winner.
Shippable swag: shipping cost can quietly eat a giveaway budget. Notebooks, socks, and t-shirts are mail-friendly items people genuinely enjoy.

Where your budget goes furthest depends on quantity, product, and decoration method more than anything. Our pricing guide walks through the real cost drivers.

Planning a giveaway? Tell us the event, the audience, and the budget, and we’ll help you design and curate swag people keep: start the conversation here.