In the world of marketing and corporate events, few things are as ubiquitous as swag — the promotional items companies hand out to build brand awareness and loyalty. SWAG, originally an acronym for “Stuff We All Get,” has become a cultural staple at conferences, health fairs, trade shows, and product launches. But as companies double down on giveaways, another acronym has emerged to critique the practice: SNOW — Stuff No One Wants.
What makes the difference between swag that gets used and appreciated, and snow that ends up in the trash or forgotten in a desk drawer?
The Good: When SWAG Works
When done right, swag reinforces a brand’s image and keeps it top-of-mind. The purpose of SWAG is product placement; the more people wearing your brand, the more brand recognition the company receives. A friend of mine was unexpectedly let go from their job, but they still wear the company-branded backpack because of its exceptional quality and good memories. Imagine laying someone off and they continue to promote your brand!
Examples of effective swag include:
- High-quality apparel, such as branded jackets or beanies, that people actually wear
- Eco-friendly items like reusable water bottles or bamboo utensils
- Custom gear that aligns with the recipient’s interests or lifestyle
Memorable swag tells a story. A well-designed notebook with clever messaging or a practical tote bag made from recycled materials reflects thoughtfulness and brand alignment. It’s not just about slapping a logo on a product — it’s about understanding your audience and creating a connection.
The Bad: SNOW Storm Ahead
SNOW, by contrast, is the regrettable result of poor planning or misguided assumptions. These are the stress balls, low-quality pens, or oddly specific trinkets that recipients don’t want or need. They clutter homes and offices — or worse, contribute to environmental waste.
Why does SNOW happen?
- One-size-fits-all thinking: Not everyone wants a branded fidget spinner or another low-quality tote bag.
- Low-cost, high-volume tactics: Inexpensive bulk buys often signal low perceived value. Order fewer, higher-quality items within your budget.
- Lack of user insight: Giving winter scarves at a summer tech conference in Miami? That’s SNOW.
- Short-shelf life trends: Items based on fleeting memes or outdated slogans don’t age well. Bye, Felicia!
From SNOW to SWAG: Best Practices
To avoid creating SNOW, brands should rethink how they approach promotional items:
- Know your audience: What do they value? What will they use? Ask people directly and get their feedback.
- Choose quality over quantity: A single high-value item beats five throwaways. Instead of ordering 200 low-quality bags for everyone, order 20 high-quality bags and give them to the first 20 people who show up (or however you choose to distribute them).
- Go sustainable: Eco-conscious swag stands out — and aligns with growing consumer values. Recycled materials or reusable products show conscientiousness and care.
- Be intentional with branding: Make the logo subtle or design-forward; no one wants to be a walking billboard.
- Offer opt-in options: Let attendees choose their swag to reduce waste and boost satisfaction. A donation to charity can be a responsible alternative. You might be surprised at how little people want. You’ll save money by ordering less, and give more with charitable options.
The Bottom Line
In an age where consumer awareness and environmental concerns are on the rise, brands can no longer afford to confuse swag with impact. The goal should be to deliver value, not landfill.
SWAG builds goodwill. SNOW builds resentment — or indifference. The next time you plan a giveaway, ask yourself: Will someone actually want this?
If not, it might be time to melt the SNOW and rethink your strategy.
Interested in having ZaaS coordinate your company’s Health Fair? Contact us here. We promise we won’t order SNOW.
