Swag for Music Festival Organisers.

There are a number of reasons why music festival organisers use swag or branded merchandise as part of their marketing operations. The branded festival merchandise has managed to imbed itself as part of the festival culture but what are the key considerations for organisers when sourcing and using swag.

Swag or branded merchandise has evolved over time as have its uses by organisers with a greater emphasis on eco-friendly sustainability and usefulness. Indeed, the useless free give-away is much rarer these days and swag usage has become a more strategic marketing tool. In some cases, organisers use branded merchandise to generate additional revenue and can form an essential profit centre for the organising entity. 

Swag Uses. 
Most festival-goers encounter swag when they are buying festival branded merchandise, typically apparel and hats for example. Other examples are welcome packs which may include branded tote bags with useful contents like sunblock or wet wipes usually provided courtesy of the festival's sponsors. For VIP package buyers a more exclusive welcome pack may include swag with a higher perceived value usually sold as branded merchandise. Organisers will source swag within tight financial parameters to ensure that they get a decent return on any investment. 

Trending Swag. 
The usefulness of swag has been a key driver recently so branded items that can be used beyond the festival dates are proving the most popular. This may include reusable cups or bottles, solar powered chargers, earbuds, Bluetooth keychain trackers and apparel. Organisers are now being more inclusive in their apparel selections with gender neutral designs and a wider variety of sizes available. For branded merchandise catalogues organisers are offering more personalisation and customisation to enhance the uniqueness of purchases made by festival-goers. Some festival organisers even have on-site embroidery machines to personalise apparel on demand. Also popular are limited edition merchandise products which can increase in value over time. 

Sustainability. 
The big driver for popular swag in 2025 will be the sustainability and eco-friendliness of swag and branded merchandise on offer and should fit well with the festival's overall sustainability objectives. Re-useable swag like stainless steel water bottles, bamboo utensils and bags made from recycled materials are popular choices. Using suppliers and sources that can evidence their own sustainability credentials is essential and includes initiatives like Fair Trade and carbon neutral production methods using organic materials. 

Sourcing. 
Any festival organiser can source very cheap swag from the multitude of online platforms that focus on manufacture on mainland China. However, checking any sustainability claims can be challenging if not impossible. Locally sourced swag will be more expensive but quality inspections and manufacturing methods can be more easily checked. Ordering merchandise from a developing country will reduce costs and if inspections and checks can be made in person they could be a viable option. Organisers will need to balance the quality of manufactured products against the costs and the supplier’s sustainability credentials. It is essential to obtain samples of proposed swag for testing and inspection and to check manufacturing delivery schedules which may be several months from order to delivery date. 

For festival organisers planning their next events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering. 

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