Post Featured Image

Creating Novelty with Swag

Did you know that our perception of time slows down when we experience something new?

Trying something for the first time is one of the most fulfilling things that I, personally, can do and I always come out on the other side of it with a story to share. Ask me about the time my wife, daughter, and I gave taxidermy a try one special Christmas season and I will gladly tell you about it!

We made memories... and abominations to creation.

When slinging swag, it's easy to let the product carry the campaign – and it's nice when that works! But don't miss the opportunity to create a truly unique experience for the recipient. Use the power of novelty to create a story-worthy experience around your client's brand that and those who participate in that experience will carry that story with them long after the product is gone.

Danny Rosin tells a story about a law enforcement conference where attendees had the opportunity to endure being tazed for a t-shirt. What an experience! And the shirt to prove it, too! You better believe those guys sported that t-shirt afterwords and told anybody who would listen about how they got it.

A few years ago I was lucky enough to attend SXSW Interactive. While walking the show floor I came across the booth for Maker Media. Maker publishes Make magazine, a publication for tinkerers, hackers and DIY enthusiasts. I must have looked interested because someone working the booth asked me, "Hey, do you want to learn how to solder?"

I absolutely did want to learn how to solder. My secret shame was that I had never used a soldering iron and here was someone offering to teach me how! I was sat down in front of a soldering iron, given a baggie of parts and, over the course of about 10 minutes, was guided through the process of turning my baggie of parts into a kick-ass, blinking LED robot pin.

It remains one of the coolest pieces of swag I have ever been given on a trade show floor. People would ask about it and I would tell them the whole story. My shame, the new skill I gained, my blinking badge of achievement. I was so pumped that I subscribed to the magazine that same evening!

"All according to my diabolical plan!" -The Robot

If you want people to remember your brand or become loyal advocates for your product, give them a novel experience that they will remember. Even better – give them a token to remember the event by.

Copyright © 2019 Eric Granata