We all like getting free stuff, particularly if it's free stuff for a favorite hobby of ours. WizKids certainly loves to give free stuff to the players in their WES system. They've updated the terms and conditions for next year. So if you're wanting to score some swag, you'll want to make sure you've got all your ducks in a row.
The WES benefits both players and venues that host the events. There's slightly different requirements for both in order to be eligible (makes sense, since a store's going to probably end up with different free stuff than the players will. But mostly, it involves making sure you visit the proper WES pages and that your information is correct and that you post events semi-regularly.