How to NOT Waste Money on Office Swag — & Use it Effectively
First, for the uninitiated, what on earth is a swag?
Well, for one, it’s just swag, or so we’ve learned.
Like “look at all this awesome swag those people from the event gave me.”
This version of swag is simply Stuff We All Get.
And therein lies the first lesson of the swag: find a way to change your swag from Stuff We All Get, to…
… Stuff We Aspire to Get.
In other words, give people the stuff they actually want, not the stuff everybody gets.
More on that soon…
… as in now. In this section right here:
QUALITY SWAG Creates TOM Awareness
There is a downside and that downside is this — it’s impossible to measure the ROI for swag.
Yes, it’ll help you grow your practice and establish a well known brand in your community — in fact, swag is critical in achieving those goals because of the Top Of Mind awareness it creates.
But TOM awareness isn’t measurable.
Swag. Very profitable. Untrackable.
Quality Over Quantity
Maybe this should go without saying, but at very least, it’s a great reminder:
If you give people swag that they don’t want, or won’t use, it’s a waste of money.
Don’t buy low quality t-shirts that no one cares about — use well designed, quality t-shirts; fun shirts that people will actually wear.
Keep the same concept in mind for your digital swag. Use quality swag to brand your organic social media images; ads, and/or posts.
One great example of digital swag is to brand lenses with your colors and logo, and have your staff take selfies with your patients.
You can bombard the staff bio page on your website with fun, maybe goofy pics of your staff dressed in office swag; t-shirts, lenses, bracelets — whatever you have.
How to Use Your Swag
Swag can help leverage other momentum-building activities, like encouraging reviews, checking into your office, encouraging your patients to post organically about your visit and tag you while wearing your swag — the list goes on. I’m not talking about bribery or paying for reviews — nothing like that.
This is how it works.
Always have the latest widgets, gadgets and what’s-its on your desk. Fidget spinners, for example, or PopSockets — you should always have a bunch of those, branded and ready to be taken home by a happy patient.
You can then use those miniature items of glorious swag to get reviews. Remember, you’re not buying them. Google doesn’t allow you to incentivize reviews, so instead of that, do this.
When your patients ask about that massive glass vase full of the latest gadgets, give them more than one to take home, and follow up immediately with a well-placed review request. You’re not technically incentivizing, but asking after giving the gift.
That way, mom and kid both leave happy, and it’s very unlikely for mom to give you a bad review after that.
I’ll leave you with this.
Swag is a powerful tool of wonderful albeit amorphic practice growth. But most people use it wrong. If you take the advice in this article to heart and act on it, you will see results. Hope it helps!