The branded merchandise you choose must take these four key considerations in mind:<\/p>\n
- \n
- Guided Framework (Knowing the why)<\/li>\n
- Utility (Merchandise Staying Power)<\/li>\n
- Relevance (to your Brand)<\/li>\n
- Represent \/ Epitomise your Company well<\/li>\n<\/ul>\n
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\nGuided by a Framework: Knowing the Why of Branded Merchandise<\/h2>\n
Every marketer has a different agenda for their branded merchandise. Some use them to build their brand in one way or another, where others use them as marketing collaterals at events or trade shows.<\/p>\n
Whether it\u2019s just little items to have around the office, a specific uniform employees wear, or useful gifts for customers, custom branded merchandise helps build brand recognition, connects your brand to people and leaves a lasting impression.<\/p>\n
Events and Tradeshows are one of the most popular places where companies give away branded merchandise. <\/p>\n
They are absolutely packed with different businesses trying to keep their name in your head.<\/p>\n
Whether it is an inexpensive pen or a more expensive item, the goal is the same; it needs to make it home with the person you give it to, and so it is vital that you stand out from the rest.<\/p>\n
Gifts like wedding favours, corporate gifts or premium gifts are a little different, as usually you don\u2019t have to buy these items in bulk. Knowing why you need branded merchandise is important as it can help you look for items that compliment your new product or services, and really drive home your marketing goals.<\/p>\n
It\u2019s also worth keeping in mind the time factor when planning for branded merchandise, to ensure you give your chosen supplier enough time for production and delivery.
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<\/p>\nKnow your Customer <\/h2>\n
It’s important to think about your customers.<\/p>\n
Having a good understanding of who they are will not only make choosing the most effective branded merchandise much easier, but will also be critical to marketing success in all of your marketing channels. <\/p>\n
When thinking about your prospective audience, you have to consider two core groups: prospective customers, and existing customers.<\/p>\n
Typically, your branded merchandise strategy will be vastly different if it is targeted at turning prospective customers into leads rather than gifting something to existing customers as part of a campaign, initiative or event.<\/p>\n
Rather than just picking something that you\u2019d like, or what\u2019s on trend, consider what your audience will use, appreciate, and want to keep for a long time.<\/p>\n
When you offer branded merchandise your audience are actually interested in, you\u2019ll gain more brand recognition and you are more likely to see a positive return on your investment.<\/p>\n
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\nUtility (Give your merchandise staying power)<\/h2>\n
When you understand your customer, this will allow you to select the right promotional products that resonate with your audience. These will be products that your audience will use now, and can use for a long time – something we call \u2018merchandise staying power\u2019. <\/p>\n
With this in mind, to get the \u2018merchandise staying power\u2019 when selecting your promotional products, ensure you consider whether the promotional products are:<\/p>\n
- \n
- Useful<\/li>\n
- Quality<\/li>\n
- Attractive<\/li>\n
- Enjoyable<\/li>\n<\/ul>\n
According to ASI\u2019s Global Impressions Study (2020) the number one reason for people keeping a branded item was because they found it useful (60%+), and that on average more than 50% of consumers who own a branded merchandise have kept it for more than 5+ years.<\/p>\n
Clearly useful, good quality, attractive and well thought out promotional products are valued by consumers \u2013 bringing a positive brand perception each time they\u2019re worn or utilised. <\/p>\n
Cheap business promotional items can be a bit of a minefield as well. They may not break the bank, but they can break easily, which can tarnish your brand\u2019s reputation in the consumer\u2019s eyes. From an environmental point of view, the less \u2018disposable\u2019 your promotional items are perceived to be, the more ecologically friendly your products are as well!<\/p>\n
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\nRelevance (to your Brand)<\/h2>\n
Every company has a brand. <\/p>\n
That brand stands for something. It means something. Therefore, consistency is key when you\u2019re promoting your brand and company. <\/p>\n
Branded merchandise that reinforces brand relevance will help your customers associate your company with the merchandise they have been gifted, and more importantly capture the essence of your brand and what you stand for.<\/p>\n
Apart from that, the branded merchandise should best suit your chosen industry, beliefs, and values, ensuring you represent your business fairly and accurately.<\/p>\n
Relevance is key. Whilst giving someone a high-end gift or something incredibly useful is nice, it doesn\u2019t give any type of hint at what you\u2019re trying to promote or what your business offers. <\/p>\n
Look for an item that may compliment your new product or service and, more importantly, your brand.<\/p>\n
Branded merchandise works well for getting your brand into peoples\u2019 hands, into their homes and offices and getting the word out about a new product\/service, but only if you know how to make them work for you.<\/p>\n