SWAG: Stuff We All Get
Not to be confused with swagger, “swag” is a popular term for all those wonderful promotional items you can receive for free from a company, usually given at an event. It’s the STUFF WE ALL GET! Some look forward to the swag bag more than the event. The most coveted swag is the loot given to Academy Award nominees. Academy of Motion Picture Arts and Sciences does not distribute this, incidentally. A marketing firm called Distinctive Assets compiles and distributes the special gifts. Click to see the 2020 bag.
The objective for merchandisers to give their products for free through a swag bag or celebrity gifting lounge is to have their products in the hands of Hollywood royalty. If they’re lucky a photo of a celeb and the product will make its way into a print publication or entertainment coverage TV show.
An expected practice – like goody bags at a children’s party
People appreciate and even expect swag at certain events. Swag commonly appears at running races (t-shirt is the bare minimum), fashion shows, some galas, and vendors offer it up like trick-or-treat candy at trade shows. Swag usually has the company’s name and/or emblem on it and can range from a small bag of candy to a vacation on a yacht as was gifted at the 2020 Academy Awards.
As a second acronym, a dear friend enlightened me that S.W.A.G. also stands for Scientific Wild Ass Guess. I love this! AKA Guesstimate. It’s a contradiction in terms, of course, how scientific is a guess? A wild ass one at that!
Consider giving swag as a nice gesture that compliments the experience and attaches a lasting memory to the event, organization, or product. What will people really love? You’ll have to make a S.W.A.G.!
Leslie A.M. Smith founded McCormick L.A. in 1994 offering public relations and marketing consulting to nonprofits and businesses of all shapes and sizes. Sign-up on her website today to receive helpful insights like this one in your inbox. See how easy your efforts can be here.