Boosting Event Appeal - Best Practices for Company Events

Explore practical ways to integrate meaningful swag into company events, ensuring every gathering strengthens connections and enhances your brand's presence.

Boosting Event Appeal - Best Practices for Company Events


Company events are a golden opportunity to reinforce brand values,  achievements, and engage directly with your target audience. Whether it's a large-scale industry conference or an intimate team-building retreat, the need for people to feel included and celebrated is stronger now more than ever. This article outlines various types of company events, offers tips on preparation, and explores creative ways to drive engagement during the events.

Types of Company Events and Swag Strategies:

Industry Conferences and Trade Shows

  • Preparation: Understand your audience and set clear goals for your participation. Design your booth to be inviting and with brand consistency in mind. Prepare your team to engage effectively with potential prospects.
  • Engagement and Swag: Utilize interactive swag items like QR code-enabled tees that unlock exclusive content or offers. High-quality, industry-relevant items such as tech accessories can attract attendees to your booth and keep your brand in their minds.

Company Retreats and Team-Building Events

  • Preparation: Align activities with company values and goals. Make the activities purposeful and relevant. If possible, try to avoid the standard boring corporate team building exercises.
  • Engagement and Swag: Offer personalized apparel or gear that enhances the team spirit. Interactive team challenges with branded prizes can make the event fun and memorable.

Product Launches

  • Preparation: Create a buzz around the launch with a teaser campaign. Adding a bit of mystery here can drive curiosity and interest. Ensure the event space aligns with the product's essence. 
  • Engagement and Swag: Develop product-themed swag that offers a sneak peek or hands-on experience. Customized gifts that reflect the product's innovation can turn attendees into brand ambassadors.

Client Appreciation Events

  • Preparation: Tailor the event to reflect the tastes and interests of your top clients. Focus on creating an exclusive, memorable experience with your partners
  • Engagement and Swag: High-end, co-branded swag that clients will value in their professional or personal lives will go a long way.Consider items that complement your services or products, enhancing client loyalty.

Virtual Events

  • Preparation: Ensure the technology platform offers an engaging, seamless experience. Plan interactive segments to keep energy high. These can range from simple zoom meetings to interactive virtual escape rooms!
  • Engagement and Swag: Send swag packs in advance to create anticipation. Items like branded headphones or a DIY cocktail kit for a virtual happy hour can make the event feel more tangible.

Incorporating Swag to Drive Engagement

Swag isn’t just about the items themselves; it’s how they’re integrated into the event experience. For maximum impact:

  1. Offer swag as part of interactive games or challenges.
  2. Use swag to facilitate networking, like matching items that encourage participants to find their pair.
  3. Collect feedback with a branded incentive, showing attendees that their opinions are valued and rewarded.


Company events offer a unique platform to engage directly with your audience. By thoughtfully integrating swag into your event strategy, you can enhance the attendee experience, drive engagement, and leave a lasting impression. Remember, the best swag items are those that are not only useful and appealing, but also deeply aligned with your event's objectives and your brand's message.

As you plan your next company event, consider how swag can play a role in achieving your goals. Think creatively, plan strategically, and watch as your brand engagement starts to grow.