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The mention of swag around Australians and they get all misty-eyed thinking of the jolly swagman in their pseudo national anthem Waltzing Matilda'. In trade show terms swag refers to the promotional knick knacks that are given away or "something we all get".

You've seen them: pens, caps, mouse pads, umbrellas and t-shirts with the company name and logo on them. The idea of swag is meant to lure the trade show attendees to your booth.

A great swag idea I saw at a hotel trade show was a chocolate fountain and fresh fruit on skewers along with cups of freshly brewed coffee. The queue snaked around past two other booths. The exchange for some chocolate dipped fruit and coffee was handing over your business card. Although the coffee cups were printed with the company logo, they ended up in the trash, the ultimate home for a lot of other unwanted swag.

Although the chocolate fountain delicacies weren't the usual take home swag it achieved more interest and popularity than the many number of booths giving away logoed pens. Feet weary attendees will do anything for a sweet snack and a coffee especially if it's free.

The cost has to be a consideration when trying to be creative with swag. There's no point paying for high end products that won't lead to positive sales. The target audience of the trade show partially dictates whether it's high end or cheaper and usually shorter life products.

When it comes to swag the pen is not necessarily mightier than the sword. A child sized plastic sword from Knights Cleaning is more exciting than a logoed pen. A novelty item will often brighten the spirits of the foot weary trade show attendee.

Think outside the box or rather the booth. If you want to get creative and have the swag everyone wants. Consider the company name, the product name, or something in the promotional wording which may link to an item that can be used as swag.

An outdoor awning company gave away shades' in the form of bright luminous sunglasses. Just about anything can have a logo put on it or in it and although it's freebies to the attendees it's a financial marketing cost to vendors.

Learn more about this author, Belinda Youlten.
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