Marketing Tchotchkes, Swag, and the Power of the "Challenge Coin"
You hear the term "swag," and your mind goes to trade shows filled with free pens, stress balls modeled to look like a bastardized version of a product, and crap Wayfairer knockoffs of sunglass with the company's logo washed over the lenses. First off, complete transparency, I'm a swag whore. I love it because it gives me the fastest impression of what you feel about your customer/client relationship.
Pen: If I got hit by a bus in front of you, your face wouldn't change expression.
Squishy ball: You slapped your hand on the keyboard while perusing Vistaprint, and you stopped production in your marketing department for them to "design a logo" on the side of your [insert sport] ball.
USB Jump Drive: You bought WAY too many "branded" (comical) jump drives at discounts and can't even flush them down the toilet as they seemingly reproduce. Oh, and any sales media/product overview on those drives was deleted faster than finding a french fry in your center console.
A Journal: These are nicer than some items as they function in a limited capacity, but if you've branded the cover and picked compositional lined blank pages, you're as fun as a loud sweaty guy at client dinner.
Socks: Socks have hit the scene in the past few years, and I admit to stealing more than my fair share because I prefer ruining your freebee while edging my sidewalk than I would my hole-filled Adidas low-cut feet bags.
T-Shirts: These come in an array of categories for me:
Just your logo: I will use this to check my oil and then throw it away.
Something related to the event/show: See above.
Single color designs: You would pull food from the mouths of the homeless.
Something well designed, with your brand all but one element: The fabric [might] touch my nipples.
I think you're starting to see that these trinkets, fidget spinners, and single-color printing all speak varying levels of volume. Swag seems like a 'has to have' for people using live events to attract attention and pray it leads to an uninterested conversation built entirely around the quest to grab a handful of your poorly chosen wares. Because, if you give away something cool, people will talk about it and you.
Enter the Challenge Coin
These tokens of recognition are the crown jewel of swag and are often used to reward loyalty, service, or outstanding achievements. Challenge coins can be made from a variety of materials, including metal, plastic, and wood, with each material having its own unique value and meaning. They come in different shapes and sizes, making them unique and eye-catching. A challenge coin is typically engraved with a company or organization logo on one side and a special message on the other. They may also feature symbols representing the group they represent or commemorate a specific event or moment — but they don't have. Challenge coins are often considered collectible items that people keep for years as reminders of a moment or achievement or to remember a particular point.
So what's so challenging about this trinket? The tradition of a challenge, commonly known as "coin check," is a source of morale in many units. It ensures that members are carrying their unit's coin and is usually loudly announced. Rules may vary between organizations, and the challenge only applies to those who have received one formally. Though controversial, challenging members from different units should be discouraged since it can have a reverse effect on morale.
Formally, the challenge starts when someone draws their coin and either slaps it on the table or bar or makes noise by rapping it in environments with considerable noise. Leaving a coin on the ground is seen as an intentional challenge to all present. Everyone must respond by pulling out their own coin of the same organization - failure to do so results in them buying drinks for everyone, including the challenger. On the other hand, if everyone has a coin, then the person who began the challenge must buy drinks for everyone.
Look, I've been sober for almost a decade. I'm not looking for a cookie. Nor am I going to be forced to drink should someone present a challenge coin to me. THAT SAID! What is important to note are a few things:
A challenge coin is special, often commemorative, and not given freely. When someone gives it to you, they often hide it in the palm of their hand and pass it to you discreetly. This "moment" has significance. You have been chosen. We share a "thing," and moreover, the next time we align, we have that thing in common. We need to craft this same sense of comradery in your swag, pitch, and approach.
Look, buy your pens, that's fine, but challenge your marketing to think about something far more visceral when it comes to establishing [real] rapport with a new client. While you might think this is a 'sales function' it's not. You need to tap into your creative support and create something, that, while it might be more costly than five thousand pairs of socks with clip art and eligible branding scattered over them.
Let's make a statement with our swag, and let it mean something. Create a challenge coin that stands for your brand, belief system, core values, and sense of purpose. Let it be something special to you and your customers alike.
