Swag That Sticks

don't know about you, but I love good swag. Not the junk that someone tosses in a gift bag, but something I like to call "sticky swag." Swag is really just a vehicle to tell your brand story or start a conversation. Isn't that the goal? To get your consumers/clients to tell their story that you were a part of? I think so. To me, there is nothing more frustrating than combing through the meaningless trinkets that are brought home that don't resonate with me. Why? Because they don't make sense. They seem wasteful and thoughtless. In a world where every dollar matters - why are you wasting money on swag that doesn't tell a story or that you need a manual to figure out? Like this pen that BMW sent me a few years ago that took me 15 minutes to figure out was a pen!

So who are some companies with great swag? A few of my favorite companies with "sticky swag" are Contactually, BoomTown, and Giveback Homes. Why? Because their swag is second to none and their story always resonates. They have "sticky swag" in that none of their swag feels like they just dug through a closet in the marketing department and gave you the random junk they found. Their swag has thought, has story, and most of all - has purpose. As a real estate agent, you should have the same intent when you give away swag. You should want your swag to be useful, interesting, and meaningful. 

Take for example, Contactually. As a Contactually Ambassador, they take the time to send me swag from time to time. What is fun about Contactually is that they find a way to give away swag that you will use on a regular basis. More than that, they have swag that can save you in a pinch, like when you need to give your phone a little juice or your 5-year old forgot sunglasses on your Bahamian vacation. But, more than the physical swag, Contactually has a way of showing you that they care. Like when they sent me this kaleidoscope after I shared a very personal story of the meaning of kaleidoscopes to me on stage at Inman Connect San Francisco last year. 

Contactually understands that the impact of swag isn't always in the item, it is in the story. When I share how they took the time to not just send me an item, but seek out and have a hand-crafted item created to show me how much they value me as a customer...I think, "wow, that has impact." Are you conveying how much you value your customer's business? 

Personal connection drives growth. Just as the meaning of swag is more than the item, the reach should be too. "Sticky swag" is swag that your client's want to share and show off. These don't always have to be high-dollar items, but showing to clients that you value when they share your story and your brand is a great way to maximize your reach. 

On a recent vacation, my fiance was wearing some swag sunglasses given to us by BoomTown. The sunglasses met the basic criteria of "sticky swag" in that they were slick looking, comfortable, and something that we wanted to use. This is something that BoomTown does extremely well! Their swag is always high-quality, which is so worth it, because it has a much longer shelf-life. They also have the BEST t-shirts of any company that I have come across. 

I digress...well, as we ventured out on our first day of vacation, we had arranged to swim with the dolphins. When the trainer asked my fiance to borrow her sunglasses so Astro could take them for a spin, we were excited to watch. Luckily for us (and for BoomTown) there was a professional photographer on-site. The remarkable part of this story, besides the dolphin's ability to balance the sunglasses as he swam, was that the first thought we all had was "make sure the photographer gets a shot so that we can share this with the BoomTown team!" How amazing is that? Not only were we utilizing the swag, we had the desire to share it because the company made us feel valued. The company made us feel like that would matter to them. 

So, if you think about your swag - what makes it "sticky?" Do consumers find it useful, engaging, and important? Swag is just like content in that what you put out is a true reflection of your brand. It has to make sense. Let your swag tell your brand's story, have a little fun with it, show your consumers that your value them, and you never know - maybe they'll send you a picture of your swag on a dolphin someday. Imagine the possibilities! 

*Disclaimer: I am a Contactually client and a past BoomTown client

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