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State of Swag 2020

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Alyce and Ignite Research teamed up together to survey over 185 B2B professionals in Marketing and Human Resources in order to gauge the current state of swag spend and programs.

In a nutshell, what we found was overwhelming frustration with the current state of affairs. Across the board, B2B professionals think swag programs are costly, difficult to manage and hard to let go of.

Here is the State of Swag by the numbers.

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State of Swag 2020

  1. 1. State of Swag How Swag spend and usage is shifting in 2020
  2. 2. Alyce and Ignite Research recently teamed together to create a study of over 185 B2B professionals in Marketing and Human Resources in order to gauge the current state of swag spend and programs. Response was tremendous but respondents were not required to answer each question. In a nutshell, what we found was overwhelming frustration with the current state of affairs. Across the board B2B professionals think swag programs are costly, difficult to manage and hard to let go of. What follows is the State of Swag by the numbers.
  3. 3. S WAG S P E N D I S O N T H E R I S E 54% of companies say they plan to increase their swag spend this year
  4. 4. Leveraged wisely, branded products can represent a real differentiator for your brand and a smart way to build loyalty with your audience. - Nina Butler, Director of Demand Gen, Alyce
  5. 5. A L L- I N - O N E S WAG S O L U T I O N S A R E E L U S I V E 45% of companies use 3+ swag vendors
  6. 6. Swag is much more of a high-level relationship play. And I mean more meaningful swag. Nobody needs any more stress balls, or business card holders. - Robert Rose, Content Marketing Institute
  7. 7. M A N AG I N G S WAG I N V E N TO RY I S A H A S S L E . . . 77% of respondents store swag in their office 17% store in a third party warehouse
  8. 8. The big problem is how marketers waste money on ineffective swag management because they haven’t educated themselves on how to use swag effectively. - Jamie Bradley, Sophwell, Inc.
  9. 9. . . . A N D E X T R E M E LY C O ST LY Companies spend an average of $185k annually on swag inventory alone PLUS another $30k in average services and fulfillment
  10. 10. Companies think volume, not value. They should think about more thoughtful gifts that feel unique. - Ann Handley, Head of Content at MarketingProfs
  11. 11. S O F T WA R E I S T H E A N S W E R FO R S O M E 35% of companies turn to software to manage their swag And pay an average of $31k to do so
  12. 12. Software is great if you wanted to attribute conversions specifically to swag. Get a trackable link to redeem swag and whenever someone visits the site or redeems that code, you’ll know exactly where they came from! - Kerry O’Shea Gorgone, Director of Community Engagement at MarketingProfs
  13. 13. B U T M A N AG I N G A VA R I E T Y O F S WAG I S ST I L L A C H A L L E N G E 90% of respondents purchase apparel Followed by drinkware (68%) Backpacks (51%) Gadgets (46%) Electronics (44%)
  14. 14. Most swag is wasteful, but the things I bring home tend to be the high-value, unique items. - Andrew Davis, keynote speaker & best-selling author
  15. 15. A N D M A N AG I N G S E V E R A L U N I Q U E U S E C A S E S , O H B OY 72% of respondents use swag for company events 71% for special events 70% to thank customers 70% for trade shows 69% for new employees 68% to engage prospects and customers
  16. 16. Swag has three purposes from my perspective: 1. Increasing brand awareness, 2. Incentivizing people to take action, 3. Rewarding people for action they have taken. We use swag for all three. - Jamie Bradley, Sophwell, Inc.
  17. 17. # 1 S WAG E X P E N D I T U R E I S O N E V E N T S Events: $115k (51%) Customers, Prospects, Investors: $74k (33%) Employees: $36k (16%)
  18. 18. With recent cancellations of major industry conferences, we anticipate a major shift in the way swag is managed. Marketers spend a ton of money every year on swag, and recent news has highlighted how that process is broken. - Greg Segall, CEO of Alyce
  19. 19. W H E R E LO W E R VA L U E G I F T S A R E T Y P I C A L , B EC AU S E T H E Y ’ R E E A S I E R TO S C A L E 74% say low cost items are preferred over high cost items for events
  20. 20. People buy low value items because you get more for your money. But a nice piece of exec swag goes a much longer way than a pen or cheap chapstick does. - Nick Bennett, Head of Field Marketing at Clari
  21. 21. My fellow Americans, from our survey, we’re here to say the state of swag is not good. Companies are spending too much money, on the wrong items, and too much time managing the programs. Current events are also pointing out the vulnerability of the traditional approach. If these numbers are correct, and they are, it’s time we take a different approach to swag going forward.

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