Virtual conferences offer cost savings and logistical ease, but they often lack the tangible, personal connections that draw attendees to in-person events. In a world where face-to-face interactions are impossible, event swag becomes a crucial tool for maintaining that physical connection between your brand, sponsors, and attendees.
With strategic planning and a dash of creativity, you can leverage swag to foster the camaraderie and excitement typically associated with live events. This approach not only enhances attendance and engagement but also leaves a lasting impression that makes your virtual event truly memorable.
Generate Pre-Event Excitement
A common challenge with virtual events is the drop-off in attendance, with approximately 35% of registrants failing to show up. By creatively using event swag, you can tap into psychological triggers that boost both registration and attendance rates.
Host a Raffle
The mere anticipation of a reward can release dopamine, the brain’s “feel-good” hormone, making potential attendees more enthusiastic about your event. Announce a raffle for all new registrants, and reinforce it with multiple email reminders leading up to the event.
If your budget permits, consider holding daily raffles throughout the conference, requiring attendance to qualify for a prize. This creates a continuous incentive for participants to stay engaged. For raffle prizes, go for something universally appealing—a themed coffee or tea lover’s gift box centered around a popular item like a YETI tumbler. Enhance the offering with a national coffee shop gift card, a monthly tea subscription, or other thoughtful touches like chocolate-covered coffee beans and a coffee cake recipe.
Conduct a Swag Survey
Surveys not only provide valuable insights but also increase the likelihood of attendees participating in your event. Consider sending a pre-event survey that allows participants to choose their preferred swag. This strategy makes them feel involved in the process while giving them a preview of the event's value.
Including a question in your email subject line, such as “Which swag would you choose?” can boost open rates, making your event marketing emails more effective. For added impact, offer a small gift, like a well-designed keychain, to everyone who completes the survey during registration. Keychains, currently experiencing a resurgence as collectible items, offer a cost-effective yet desirable option.
Enhance Engagement During the Event
One of the biggest challenges of virtual events is keeping the audience engaged. Strategic use of swag can transform passive viewers into active participants, creating a shared experience that rivals in-person interactions.
Organize a Virtual Game Show
A trivia contest can encourage participants to absorb key information from each session, transforming learning into an interactive experience. Work with presenters to develop questions based on their key points, and use platforms like My Quiz or Sporcle to host the game during a break or cocktail hour. Winners could receive a branded hoodie, a step up from the usual t-shirt, that balances value with affordability.
Host a Virtual Scavenger Hunt
Replicate the motivation provided by in-person swag incentives with a virtual scavenger hunt. Create a list of tasks, such as visiting a sponsor’s booth or attending a specific session, and reward completion with a unique prize. A custom challenge coin, steeped in tradition as a symbol of appreciation and camaraderie, could be an ideal choice, especially when tied to a “treasure hunt” theme.
Foster a Shared Experience
Personal connections are the heart of in-person gatherings, a challenging element to replicate in virtual settings. One way to bridge this gap is by sending out cocktail kits before the event, then hosting a virtual happy hour where everyone can raise a toast together. Include branded items like bottle openers, coasters, drinkware, and mixers in the kit, along with recipes for both cocktails and alcohol-free mocktails. This shared moment of celebration can spark conversations and foster a sense of community.
Drive Post-Event Actions
Even after your event concludes, swag can play a vital role in achieving your goals, whether that’s gathering feedback, encouraging social media sharing, or ensuring attendees remember their experience for next year’s registration.
Encourage Social Media Sharing
Physical swag gives attendees something tangible to share on social media, helping to promote your event beyond the digital realm. For example, Shopify effectively used swag during their virtual employee conference by sending each attendee a swag box. This box, which included items like a notebook, coffee cup, and custom enamel pin, became the most shared aspect of the event on social media.
Incentivize Feedback with Swag
Collecting feedback is crucial for improving future events. Incentivize survey completion by offering a thoughtful piece of swag. Socks, with a clever motto or brand logo, are a universally appealing, cost-effective choice that stands out from the usual giveaways.
Plan Ahead and Think Smart
Virtual events often come with lower production costs, but poor swag choices and last-minute orders can quickly eat into those savings. To maintain a balanced budget, opt for smaller, impactful swag items that are easy to ship. By planning ahead, you can avoid the pitfalls of rushed decisions and ensure your event swag delivers maximum value without breaking the bank.
In conclusion, with careful planning and creative execution, event swag can be a powerful tool in enhancing the virtual conference experience. From boosting attendance to fostering engagement and driving post-event actions, the right swag strategy can make your virtual event as impactful and memorable as an in-person gathering.