I Love Swag

Yes, I said it. And I'll say it again: I love swag.

It's a genuinely fun way to score various, random, and neat items for free. And it isn't just the free part that makes them great. It's the randomness, the unexpectedness, and the branding baked right into each one.

In most cases, we don't need any of it. It wouldn't make our shopping cart or wish list on its own. But at that particular moment, it's just perfect.

Getting another company T-shirt to wear around the house is a wonderful thing, even if it's a company you know nothing about, don't use, and can barely pronounce. And if it's a startup, it might genuinely become a limited edition item that only a handful of people will ever own. See you on eBay. :)

Companies create swag to grab attention, promote their brand, and give you a reason to extend that exposure further. Some items even serve a practical purpose. I can't get enough of the random T-shirts, pens, and coasters. You can keep the thumb drives, though. No use for them anymore.

What also makes swag interesting is noticing the creativity behind it and wondering what goal led to that specific item. A pair of socks in winter? Thoughtful. A best-selling improvement book? Didn't see it coming, genuinely appreciated. And even the odd, colorful, random stickers are welcome, because I don't come home empty-handed, and the kids are grateful every single time.

Swag doesn't have to be innovative or expensive to work. But like any marketing initiative with goals and targets, your swag needs a purpose too. Figure out what you're trying to achieve, then build toward it. Sometimes it'll land. Sometimes it won't. And sometimes you can't predict what will connect no matter how carefully you plan, and that's okay.

Either way, I'll be cheering from the sidelines. Unless it's a thumb drive.