Walk any trade show floor and you’ll see it: someone with a tote bag collecting all the freebies they can find. Pens, chip clips, koozies, the kind of “swag” that ends up in a junk drawer or the trash. That reputation is exactly why many brands have moved away from trade show giveaways altogether.
At Tru, we think that’s a missed opportunity. Swag doesn’t have to be landfill filler. Done right, it becomes a lasting brand impression, a conversation starter, and even something people chase down because it’s actually cool. We’re putting the “swag” back in SWAG, with intentional, on-brand items that are worth the investment.
What does SWAG actually mean?
The most common definition is “Stuff We All Get.” But we like to think of it differently. What if, to get it, you had to give something? A LinkedIn follow. A QR scan. A quick connection. That small exchange turns SWAG into a brand touchpoint that continues long after the event.
Why does SWAG have such a bad reputation?
Because too often it’s the cheapest option. A click pen with a logo. A flimsy tote bag. Items that aren’t useful or don’t feel special get tossed, and brands miss the chance to create something memorable.
What makes great SWAG?
On-brand: Designed to reflect your company’s look, feel, and story.
Desirable: Something attendees actually want to use, wear, or show off.
Affordable but smart: Doesn’t have to blow the budget, but shouldn’t feel disposable.
What’s an example of “putting the swag back in SWAG”?
For the 2025 ITS World Congress, we’re leaning into items that are:
Limited: not mass-produced junk, but runs that feel exclusive.
Custom-designed: not just a logo slapped on a pen. These are crafted pieces of design that represent our brand with intention.
Conversation starters: functional, eye-catching, and the kind of thing people want to show off.
Take our decals and magnets as an example. They’re not generic. They’re designed. Bold, branded, and memorable. People stick them on laptops, water bottles, toolboxes, or in offices. That’s the difference between swag that gets tossed and swag that keeps your brand visible.
Is SWAG really worth the investment?
Yes, if it extends your brand beyond the booth. A desirable giveaway becomes a small but powerful brand ambassador. People carry it, talk about it, even post about it. That’s recognition you can’t buy with another stack of brochures.
What SWAG should companies avoid?
Avoid anything that feels cheap, generic, or off-brand. If your item goes straight to the landfill, you’ve wasted money, missed the chance for brand recognition, and added unnecessary waste to the environment.
Trade shows are noisy. The right piece of SWAG cuts through the noise and makes your brand the one people remember. At Tru, we’re done with junk giveaways. We’re focused on creating items that make people stop, connect, and actually want to carry our brand with them.