When it comes to trade shows, first impressions matter. Your booth, your pitch, and —yes—your giveaways speak volumes about your brand.
Unfortunately, far too many companies fall into the trap of giving away cheap, generic swag in the hopes of connecting with their audience.
Here’s why that’s a mistake and what you should do instead.
The Problem with Cheap Giveaways
Giveaways should reinforce your brand—not undermine it. Handing out low-quality swag might seem like an easy win, but in reality, it sends the wrong message and fails to create a lasting connection.
Here’s why cheap giveaways do more harm than good:
They Cheapen Your Brand
Low-quality items like cheap pens or poorly printed tote bags scream— “We don’t care about details!”
If you want potential clients to see your company as innovative, reliable, and premium, don’t hand them a giveaway that’s going to break or end up in the trash within hours.
They’re Instantly Forgettable
Real talk— Nobody remembers the company that gave them another stress ball or plastic keychain. Trade shows are about standing out, and generic swag does exactly the opposite.
They Waste Your Budget
Small costs add up when you’re giving away hundreds or thousands of items. If the ROI on your giveaways is nonexistent, that’s money down the drain.
They Don’t Reflect Your Value Proposition
Your value proposition should capture someone’s interest, not be reduced to a forgettable trinket. Generic giveaways fail to communicate what makes your company unique.
They Misuse CRM Opportunities
Leads gathered at trade shows are expressions of interest in your product or service, not a pen or a water bottle. Focus on meaningful follow-ups, not throwaways.
They Burden the Planet
Consider the environmental impact: a 10,000-person event typically generates about 16,000 pounds of SWAG, with 50% ending up in the trash. That’s equivalent to the weight of approximately three cars—gross and unnecessary.
What to Do Instead
If you want your giveaways to make an impact, quality beats quantity every time. Thoughtful, well-designed items not only reflect your brand’s values but also create a memorable experience for the recipient.
Here’s how to do it right:
Invest in Fewer, High-Quality Items
Consider items that align with your brand and provide real value to the recipient, such as well-designed notebooks, reusable water bottles, or consumables.
Make it Unique and Memorable
Create a clever or creative giveaway related to your key message or key business proposition. A premium item related to your industry will leave a stronger impression.
Opt for Sustainability
Show your company’s commitment to the planet with eco-friendly options. Be very intentional with these giveaways and the companies you source them from.
Are they a BCorp or a 1% For the Planet member? These things matter and we should invest our money wisely.
Tie it to Your Brand Story
Ensure your giveaway connects to your messaging. For example, if your company values innovation, a high-quality branded tech accessory makes more sense than a basic mug.
Incorporate Interactive Elements
Use your giveaway to draw people into your booth. But be careful not to make it too gimmicky, or they will just grab it and go.
Rethink Your Giveaways, Elevate Your Brand
Your trade show giveaway isn’t just a freebie—it’s a physical representation of your brand.
Choosing quality over quantity, focusing on sustainability, and ensuring your swag aligns with your brand values can turn an ordinary trade show handout into a powerful marketing tool.
Don’t let your brand be remembered for cheap trinkets—invest in giveaways that truly make an impact. And, if you decide not to give away anything at all, that’s okay. It may even be the right move.
Remember, you want to make real connections at these events and a ‘spray and pray’ method is not the way.
If you want to get ahead of your trade show needs this year, we’d love to help! Reach out to us at metprinters.com.
Happy brainstorming!
Apples Milkovich
Director of Product Marketing
