Swag Step Best Practices Make the Most of Your Marketing Budget with Targeted Swag Steps Sending logo’d swag to potential customers is a great way to put yourself first in their mind and also a way to celebrate partnerships on special dates (contract signing anniversaries, birthday, etc.). But sending something impactful can be costly, so you should send thoughtfully and to targeted audience rather than to every customer. An easy way to ensure this happens selectively is to use Plays.