You’ve attended many events, and you know how it feels to be handed piles of swag (or people attempt to hand it to you!). So as you’re preparing to exhibit at an event yourself, you’re wondering, do we actually need branded merchandise? What counts as “good swag” anyway? And with a tight budget, is it even worth bothering?
Most importantly, you’re considering the type of person you want to stop and talk to you at the event. What do they want?
Let’s tackle these questions head-on, because yes, swag matters – but it may not be in the way you think right now.
Jump to section:
The Strategic Purpose of Swag: Connect with the right kind of people
What Attendees Actually Want (And What They Refuse)
Creating Memorable Experiences: If they remember and use your swag, they remember you
Strategic Planning: Size, Budget, and Purpose
The Strategic Purpose of Swag: Connect with the right kind of people
Let’s clarify something straight away – the whole purpose of swag is to:
- Start meaningful conversations with attendees
- Generate qualified leads
- Make your firm memorable long after the event ends
This doesn’t always mean physical items. Some of the most effective “swag” we’ve used (and experienced ourselves) includes interactive games that keep people at your stand longer, allowing deeper conversations.
At Engager Labs 2025 and The Digital Accountancy Show 2025, PF created a True or False game on a Canva slide deck displayed on a laptop at our stand.
We spent time researching common marketing challenges specifically for accounting firms – like ‘Over 70% of potential clients will check out your website before calling you’ and ‘The LinkedIn algorithm favours polls over regular posts’.
Players simply voted True or False using colored foam paddles, which sparked natural conversations about their specific marketing challenges. The game not only kept people at our stand longer but created meaningful conversations about their specific marketing pain points.
You could also consider QR codes linking to exclusive online resources, digital tools or templates people can access after the event. For example, if your audience are regularly dealing with expenses (or their team are), you could have a QR code leading to an ‘Auto Expense & Mileage Template’. Or if personal tax is the focus, you could have a live demo on your stand of your own ‘Personal Tax Price Quote Calculator’.
What Attendees Actually Want (And What They Refuse)
I recently attended two big accounting industry events, and watched as people actively refused ceramic mugs, notepads, and cuddly toys. They are cumbersome and most people already have cupboards full of them at home. Even branded t-shirts often end up as gym wear or pyjamas (nothing wrong with that, but probably not the professional association you’re aiming for).
People consistently turn down:
- Stuffed toys
- Keychains
- Stickers (though good ones can work – especialoly funny ones that grab attention!)
- Anything made of cheap plastic
- Heavy or bulky items they’d have to carry all day
So what is ‘on trend’ right now? Anything reusable, sustainable, and genuinely useful.
Some of the most popular items I spotted:
- High-quality reusable water bottles
- Bamboo cutlery sets in canvas pouches
- Compact glasses cleaner kits
- Laptop bags (for bigger budgets)
- Unique conversation starters (like the South-African salt rub I talk about below)
Creating Memorable Experiences: If they remember and use your swag, they remember you
The Food Factor
Food items are consistently popular at events, but they come with their own challenges. At recent shows, we noticed too many stands offering the same sugary options, and a high number of attendees told us they were trying to be healthy or didn’t want anything sweet. We thought we were clever having PF-branded cookies (and they were delicious!), but after visiting many other stands with cupcakes, doughnuts, popcorn, and other sugary options, we found people were tired of this.
One standout alternative: cans of vitamin/hydration drinks. With attendees constantly talking and walking, many were simply thirsty, and these looked like a healthier option that people actually wanted.
The fundamental problem with edible swag is its temporary nature – it’s eaten, the wrapper is binned, and your memorable item disappears. However, this doesn’t mean food items can’t work brilliantly:
- If they look Instagram-worthy, attendees might take pictures and tag you (extending your reach)
- If they taste exceptional, people will remember the experience
- Unique ideas like a popcorn machine or ice cream station create memorable experiences rather than just handing out packaged items
Stand Out With Colour and Branding
Natural colours look classy and may suit your brand’s identity; however, bright colours catch attention at busy events. When people are walking past dozens of stands, a brightly coloured item can make them pause and take notice.
If you’re offering bags (which are brilliant because people need somewhere to put other swag), make sure:
- They hold their shape when filled
- The material isn’t too thin or see-through
- Your logo isn’t placed too low (where it might fold and become invisible once the bag is filled)
As with all physical swag, it’s best to order it in plenty of time before the event to try it out. Pretend you’re walking around an event with your branded bag. Put things in it. Take a picture of it. How does that work?
Start Conversations, Create Memories
A South African company at a recent event offered handsome tins with different flavoured salt rubs – a nod to their culture and heritage. It was memorable, useful (I still use mine on poached eggs and avocado), and most importantly, it started conversations.
The salt isn’t just sitting in a cupboard – it’s in my kitchen, being used regularly, reminding me of that company and the lovely chat we had.
Could you create something that represents your local area or company culture? Something that helps people remember not just your brand, but the conversation they had with you?
Strategic Planning: Size, Budget, and Purpose
Size Matters: Adapting to Event Scale
When it comes to swag, there’s a crucial difference between large and small events.
At large events that are expecting hundreds or even thousands of attendees, people are moving quickly and don’t want to carry bulky items.
Think about bringing lightweight yet practical items, QR codes linking to free resources on your website (for those who don’t want physical items), and items that solve immediate problems (like the glasses cleaner I mentioned above!).
For small events such as client-only group meets, or cosy ticketed seminars, focus on one great thing instead of lots of cheaper items.
For example, you could provide a high-quality reusable water bottle that people will have out on tables throughout the day, and use elsewhere.
You might even consider making it interactive – perhaps with stickers people can personalise their bottles with, creating a talking point. For PF’s ‘Lab Live’ event for clients, we had bamboo power banks that were engraved with the message “Charge Up Your Creativity” and our logo. They were good-looking, practical, and ready to use straight out of the box.
Is It Worth the Investment?
If you have a tight budget, it’s better to have one quality item or even just a creative business card with a QR code for excellent digital resources than a table full of cheap items that will end up in landfill.
Remember: every piece of swag is a physical representation of your brand. What does yours say about you?
Making Strategic Swag Decisions
Before your next event, ask yourself:
- What problem could my swag solve for attendees?
- Will this item be used repeatedly or tossed aside?
- Does this reflect our company values?
- Is this memorable enough to start conversations?
The best swag isn’t about what everyone else is doing – it’s about finding creative ways to make meaningful connections with potential clients.
Want more specific suggestions on where to source quality branded merchandise? Check out our previous blog: Where to Order Branded Merchandise for Your Accounting Firm