Swag bags are a marketing staple, but they often get a bad reputation. How many times have you walked away from an event only to toss half the items in the nearest garbage bin? The problem isn’t swag bags themselves—it’s what’s inside them. Thoughtless, generic items rarely get used. But a carefully curated bag? That’s a powerful branding tool your audience will actually appreciate.
In this guide, we’ll break down how to create a swag bag that won’t end up in the trash. These ideas will keep your brand in people’s hands long after the event ends.
Know Your Audience
Before you even think about products, take a moment to consider who the swag bag is for. Is your audience made up of:
- Corporate professionals?
- Students or educators?
- Volunteers or nonprofit supporters?
- Tradeshow attendees?
- Sports team members?
The answer should inform every product choice you make. A notebook and pen might be perfect for a conference, while a water bottle and performance socks are better for athletic or outdoor-focused events.
Focus on Function
Useful swag gets used. It’s as simple as that. Here are a few proven winners across different audiences:
- Reusable water bottles: Great for every demographic, eco-friendly, and offer lots of space for branding.
- Quality pens: People love a smooth-writing pen. Bonus if it doesn’t look cheap.
- Notebooks or journals: Especially popular at conferences or workshops.
- Branded tote bags: The bag is the swag when it’s sturdy and stylish.
- Tech accessories: Think cable organizers, USB drives, webcam covers, or phone wallets.
- Socks: Yes, really. Branded socks are quirky, fun, and surprisingly wearable.
Your goal is to include items that solve small everyday problems. That way, your brand becomes part of your audience’s daily life.
Keep Branding Minimal and Tasteful
Just because it’s promotional doesn’t mean it has to be loud. Oversized logos on cheap materials tend to look like, well, swag. Instead, opt for:
- Subtle embroidery or tone-on-tone printing
- Small logo placement (corner of the notebook, sleeve of the tote)
- Neutral color palettes with one or two accent tones
As noted in our blog on promotional product trends, people are more likely to reuse items when they don’t scream “corporate giveaway.”
Don’t Skimp on the Bag Itself
The tote or backpack holding your swag sets the tone. A thin, disposable plastic bag sends the wrong message. Instead, go for reusable cotton totes, drawstring bags, or even zippered pouches. When the bag is well-designed, people are more likely to reuse it—and keep whatever’s inside.
Make sure it’s large enough to hold the items without cramming. And don’t forget comfort features like reinforced handles or thicker straps.
Add a Personal Touch
Small details go a long way. Including a handwritten thank-you note, event-branded sticker sheet, or even a QR code linking to a video or digital coupon adds a thoughtful, modern touch. It also gives your swag bag a layer of interactivity that stands out.
If it fits your brand, consider including:
- Discount codes for your products or services
- A welcome message from the team
- Event-exclusive offers or early access to a product launch
These touches turn the bag into more than just stuff—they make it an experience.
Seasonal or Themed Extras
Adding a seasonal or themed item helps align your swag bag with the time and place of the event. For example:
- Summer: Sunglasses, fans, SPF lip balm, branded water bottles
- Winter: Toques, hand warmers, hot chocolate kits
- Wellness theme: Resistance bands, stress balls, mini first-aid kits
- Eco theme: Bamboo utensils, seed packets, recycled notebooks
A thoughtful seasonal item adds personality and shows your brand pays attention to detail.
Keep It Cohesive
All your swag should feel like it belongs together. That doesn’t mean every item has to match, but the color scheme, tone, and level of quality should be consistent.
Avoid mixing high-end items with cheap filler. If budget is tight, go for fewer but better-quality products. A premium tote with two useful items is far more impactful than five forgettable ones.
Wrap-Up: Less Waste, More Impact
A great swag bag isn’t just about giving stuff away—it’s about leaving a lasting impression. When you know your audience, choose practical and stylish items, and add a little personal flair, you’ll create branded giveaways that people actually keep.
Want help planning your next set of event giveaways? Drive Sportswear can help you build a bag that checks every box—from custom apparel to branded accessories your audience will love.
