I like to propose questions in LinkedIn every once in a while just to see the take on any given subject from the average business person. Usually, I like to create a question that has an answer, but can be subjective. In this way, it begs the person to discuss why they chose the answer they chose. Then, I get to see the psychology behind it all. And when you know the psychology, you then have a REAL answer to a much BIGGER question.
This particular question is extra fascinating for me. It helps me to understand how people understand the use of SWAG (I’ll be posting more questions on this topic in the future). It seems that people break into two basic categories: 1. SWAG is a business card with a little more function and 2. SWAG is marketing material that can be used alone or cohesively in a campaign to create buzz about your business.
Those who view SWAG as a “Funner Business Card” chose answer “A”. And I agree. If you are a business who is using SWAG to draw more clients by putting your name in front of them (and the studies show this works marvelously, as SWAG gets the most bang for your buck when you consider cost per impressions), then OF COURSE you want your URL on there! You probably want as much information as possible on there. These client’s generally purchase the pens, mouse pads, notepads, mugs… items that have a high appeal and anyone can use them. They stay on the desk right next to the person for a long time to come, and constantly remind that person (and anyone else walking by) of that business.
Those who view a “Higher Purpose” for SWAG chose answer “B”. And I agree. Actually this is the heart of So Tons Creative. Most of you know our mission is to create meaningful campaigns (or campaign accompaniment) with and through the use of SWAG. The best ways to use SWAG are the creative ways, and those sometimes don’t lend themselves to URL’s, phone numbers or even… sometimes… the business name. The client who uses SWAG in this way is the one that is creating a more customized feel. Adding more of an allure, a design element to the product, and making it more of a meaningful gift, to entice the recipient to “come find them”. To also enlist their good friend Jealousy. Now, not only are you engaging the person you sent it to, THEY are now engaging those around them, as they show off their new precious.
Done right, that is how something goes viral. You may have seen this with the new Canon Zoom Lens Thermos. You want one. You don’t even really know what it is… but you can feel the coolness. THIS… my friends… is SWAG in its prime. The Holy Grail. Not only did it create crazy internet buzz, it is going to eventually be another path of revenue for Canon. It triggers a nostalgia as well, and when you can do that, you have hit a homer. (Really, when you do this right, it ain’t no thang for someone to Google you… so a URL could cheapen the product).
As for “C”, it’s not an absolute, but it isn’t cheesy. Mike Styskal of DOE hit the cheesy nail on the head when he said “Leave the www off though”. Not only from a design perspective, but it isn’t a necessary function anymore! Open a new screen and type youtube.com and it comes right up. From a design perspective, it gives us more room to work with it, and the truth is www looks ugly.
To see all the answers to this survey click here. If you feel the need to add your two cents, and the question is closed, leave it here on this blog!
Nice article. I think of swag as ad specialties or promotonal items per se. Group A – Funnier Business Card. In your example, the extra super cool Cannon Thermos IMO crosses over to premium item which I guess can be termed higher end swag. But even in the case of the high end swag the URL is still appropriate. I agree the WWW is not needed. I tell people that in the case of business cards today for many businesses the url is all that’s needed. You can go there and get all of the rest of the info you reguire.