Swimming in swag
We've all got them: desk organizers filled with logo-inscribed pens, junk drawers overflowing with branded key chains and many other types of promotional items known as swag. Some of us seek out these goodies at tradeshows and other conferences, while others hope to avoid yet another industry gift.
Regardless of swag preferences, there is no denying it's big business. In fact, spending on business-to-business promotional marketing alone reached $44.76 billion in 2007, a jump of 4 percent over the previous year, according to PROMO magazine, which tracks promotional marketing.
But how do marketers at interactive companies figure out which types of swag will stick for their audience? The truth is, promotional marketing remains an unperfected art. But a few recent campaigns undertaken by tech businesses have achieved remarkable, measurable and sometimes astounding success.
