Well, I'm a relative n00b at large tourney events, but here's my two cents:
I played my very first out-of-local-shop event with the Dorkamorka club, in Watertown,
MA. Great event, great guys.
During one of the games, a custom objective marker was placed on each table, for use as an objective in that game. The person who controlled that objective at game's end got to take it home. If no one controlled it, the winner of the game took it. If it was a draw, you fought to the death for it (or diced off, whichever was easier).
Prizes for winners included a trophy for some, as well as a battleforce box. The club had purchased one of the three most recent battleforces, and allowed the winner to select one. The remainder wnet back into the club's coffers for later usage in the prize pool. I thought that was a neat system.
I also played at the Boston Brawl.
40K prizes for that one included a cool, clear Lexan, custom-made trophy for each award, and random box sets and Battlefoam. I won the Best Painted award for the
40K side, and received a trophy, and a box of Sanguinary Guard. I play Ultramarine Bikers. I was far more impressed with my trophy than the box set, honestly. I appreciate the box set, but won't ever use it. In fact, I've had trouble pawning it off on players in my local shop, so it'll hit eBay soon. The Brawl also included a "swag bag" for each entrant that contained stuff like GF9 markers, resin bases, etc. A small baggie of custom-etched tokens was also included, which is neat. I use them for wound markers or objectives now. I have 15-20 of these, since various folks decided to discard all their unwanted swag bag items onto the floor as they left the venue. I snagged them during cleanup
At our local shop, we have a monthly tournament where the only prizes are store credit. Honestly, I don't play as hard at these, and really don't care if I win or lose. I have a metric ton of unopened or unboxed product that I've amassed in my time in the hobby. I don't really need more product!
So, for me, it's about the permanent prizes...the trophies, the shirts, the banners, the hollowed out skull of a Genestealer, etc. Stuff I can put on my bookshelf and gaze fondly at, or drink fine Talassarian wine from...