About the Then & Now Content Series
The Then & Now series written by Kerstan Szczepanski was originally published in the Exhibit City News 30 Year Anniversary book. The series is a collection of aspects of the show floor that have changed over the last 30 years. The content covers an overview of the last 30 years and is not intended to be an insight into every change, but a broad overview. Many things have changed over the last 30 years and will continue to change.
To see the original layout of this article, please visit page 153 of the 30 Year Anniversary book.
The Saga of Swag
Ah, tradeshow swag: the little freebies we all secretly love to collect. Have you ever wondered how these giveaways have changed over the years? From simple pens to high-tech gadgets, tradeshow swag has come a long way. Let’s take a trip through time and see how these branded goodies have evolved from 1994 to today, reflecting shifts in consumer preferences, tech advancements, and a growing focus on sustainability.
The 1990s: When Quantity Was King
Picture a tradeshow in the mid-90s: attendees walk out with bags full of pens, notepads, keychains, and, of course, stress balls. It was all about mass production—the more swag, the better.
Companies were laser-focused on getting their brand into as many hands as possible. Customization was limited to slapping a logo on a generic item. The goal was simple: flood the floor with branded stuff, whether or not it ever got used again.
The 2000s: Practicality Takes Over
As the 2000s arrived, attendees started asking, “What can I do with this?” Companies responded, and as a result, swag got practical. Stuff people could actually use, such as USB drives, reusable water bottles, and phone accessories, became the new norm.
Customization also got a big boost. Thanks to better printing and manufacturing, companies could create more intricate designs, full-color logos, and even custom-shaped items. With the tech boom in full swing, branded USB drives, power banks, and smartphone accessories became must-have swag, mirroring the growing reliance on tech.
The 2010s: It’s All About the Experience
By the 2010s, the game had changed again. It wasn’t just about the freebies anymore; it was about creating an experience. Companies started offering experiential swag, free trials, exclusive digital content, or discounts on services to make a lasting impression long after the show was over.
Sustainability was another significant shift. As eco-consciousness grew, so did the demand for eco-friendly swag. Reusable shopping bags, bamboo utensils, and solar-powered chargers became popular, reflecting the push for greener options.
Quality also took center stage. Instead of a bag full of cheap trinkets, attendees started walking away with fewer but higher-quality items, think branded apparel, high-end drinkware, or sleek notebooks. It was all about sending a message: quality over quantity.
The 2020s: The Age of Personalization
Fast-forward to today, and swag has entered the age of personalization. Thanks to data collected during registration or at the event, companies can offer swag tailored to individual preferences. Imagine receiving a custom-engraved item or a curated gift box based on your interests—that’s the level of personalization we’ve reached.
Tech-enhanced swag is also taking off. Smart badges, Bluetooth trackers, wireless chargers, and even VR headsets are popping up, serving as both useful tools and statements of a brand’s tech-savvy image.
Sustainability continues to be front and center, with even more emphasis on eco-friendly swag. Products with low carbon footprints, items tied to environmental causes (plant-able seed cards, anyone?), and a focus on reusable, long-lasting options became popular.
And with the rise of virtual and hybrid events, swag has gone digital too. Downloadable content, e-gift cards, and access to exclusive online experiences are becoming the norm for virtual attendees, while physical swag gets shipped directly to their homes for hybrid events.
Here’s what’s been pushing the evolution of swag:
Consumer preferences: As attendees expect more useful and personalized items, swag has adapted to meet those needs.
Technological advancements: As tech becomes a bigger part of our lives, swag has followed suit with more tech-focused products.
Sustainability: With rising environmental awareness, there’s more demand for eco-friendly swag that aligns with corporate social responsibility goals.
Experience-driven marketing: The focus has shifted toward creating memorable brand experiences, with swag playing a key role.
One thing’s for sure: tradeshow swag will keep evolving. From simple pens to personalized, tech-driven, sustainable giveaways, swag reflects more than just marketing—it mirrors our changing world.
