Why SWAG? How a Free Pen Might Be Controlling Your Cravings (and What That Means for Your Business)

You’re walking through a college campus and suddenly you’re hungry. Not just kind of hungry. Specifically craving Whataburger.

That’s weird, because you didn’t even think you saw an ad. But you did—over and over again.

That tote bag in the elevator. The pencil someone loaned you in class. A flyer left on your seat. The water bottle on your desk with that distinct orange logo. One moment you’re just going through your day. The next, Whataburger has embedded itself in your subconscious—and your stomach is catching up.

That’s SWAG.

(And required notice that I do not own Whataburger, they own their trademark … I’m just in Texas and hey it’s a Texas thing!)

SWAG Is Subliminal Strategy

Branded merchandise (aka SWAG: Shit We All Get) isn’t just a fun giveaway. It’s top-of-mind awareness in physical form. It plants your logo in their environment, sometimes literally in their hand, dozens of times a day. And that repetition builds familiarity, which builds preference, which triggers action.

Psychology backs this up. Every exposure—conscious or not—nudges the brain toward your brand. That’s the mere exposure effect in action. The more we see it, the more we like it, trust it, and default to it.

So yes, your branded tumbler might literally be making someone hungry.
Hungry for Whataburger.
Hungry for your brand.
Hungry for something they don’t even realize they’re being fed.

SWAG Done Well vs. SWAG Gone Wrong

There’s great swag, and then there’s… another boring pen that barely writes.

Here’s the difference:

Strategic SWAG:

• Webcam covers (I did these years ago—clients saw my logo every time they opened their laptop)
• Magnetic decision charts for entrepreneurs
• Mini survival kits at live events with lip balm, gum, stain wipes—useful and memorable

Lazy SWAG:

• Flimsy pens with barely legible logos (although note that pens are one of the best options you can choose, but it makes sense to choose a great pen that people will actually want to use!)
• T-shirts that shrink after one wash
• Keychains nobody wants or uses

Pros of Swag

• Visibility: Repeated brand impressions = top-of-mind recall
• Longevity: Good swag sticks around. One mug = hundreds of impressions
• Delight factor: People like free stuff—especially when it feels thoughtful or clever
• Conversation starter: “Where’d you get that?” is a marketer’s dream

Cons of Swag

• Cost: Not just per item, but shipping, minimum order quantities, and design time
• Clutter potential: If it’s not useful or meaningful, it ends up in the junk drawer—or the trash
• Design fails: Bad logos, cheap material, or hard-to-read contact info = wasted opportunity

How to Choose the Right Swag

Ask yourself:

• Will this actually get used?
• Is this aligned with how I want people to feel about my brand?
• Does this stand out or just check a box?

Here’s a quick guide:

Your Audience	Swag That Works
Remote professionals	Webcam covers, USB hubs, desk organizers
College students	Tote bags, snacks, refillable water bottles
Tech-savvy entrepreneurs	Cable organizers, phone stands, stylus pens
Brick-and-mortar shoppers	Reusable bags, coupons, car air fresheners

Think beyond just your logo on a thing.
Instead: How does this thing reinforce your value?

Guerrilla SWAG: When Budget Is Low but Cleverness Is High

If you can’t afford bulk swag orders? No problem.

Try:

• DIY sticker packs you hand out at events (everyone loves stickers)
• Printable downloads with clever branding (even if they’re digital, they’re still sticky)
• Hidden treasure promos: Leave a few swag-filled envelopes in local hotspots with clues on social

It’s not about what you give—it’s about how people feel when they get it.

Where to Get the Good Stuff

Here are a few of my favorite SWAG suppliers (yes, I’ve used them, no, this isn’t an affiliate ad):

• Sticker Mule – Great for stickers, coasters, and even custom packaging
• Swag.com – Excellent for higher-end custom items
• 4imprint – Budget-friendly, reliable shipping, massive catalog
• Zazzle – Good for small runs, even just 1 item at a time

Want help figuring out what would actually work for your audience? That’s literally what I do.

TL;DR: SWAG Isn’t Just Cute—It’s Strategic

A pencil might be just a pencil.
Until it makes someone crave your product.
Until it becomes the nudge that closes a sale.
Until it’s the brand they see every day—even when they’re not looking.

That’s why you swag.

Want to turn your swag into strategy instead of landfill?

Request a personalized 360° marketing assessment and let’s make sure every dollar—digital or physical—is actually working for you.