Branded Merch. Swag. Promo items. AKA free stuff! Here’s how to get the most out of your merch, when and how to use it for ROI.
Shepheard Marketing video on branded merchandise.
High quality items at trade shows can make an impression that you care about your company image. When given at a trade show, make sure it is only to those people that you are having a really valuable conversation with. It helps them to remember the conversation, and shows that you didn’t go the cheap route with something that won’t last. Choose something that is useful, like a nice notebook or insulated tumbler for drinks.
Pens and pads are popular and great cost per item, but you can give those to anyone - and you should - but be mindful that there is little return other than a quick thank you, and some short term use. A company may not even do business with you because you’ve given them a t-shirt either. (I’m the exception, as I still have my Zoom t-shirt from a small business conference I went to in Denver about 5 years ago, and I’ve been using it ever since! Both Zoom and the t-shirt!)
Kim sporting her custom sweatshirt.
Custom Made by Vulfram in Estonia.
Wear Your Brand
If you own or represent a company, wearing your logo proudly can strike up a conversation. Be memorable! It’s not about being subtle, here. You want potential customers to think of you when they think of a service or product they need now or in the future. Align with your brand. Don’t hide the pride!
Especially at trade shows. Wear a polo or button-down shirt that has your logo on it at the very least. Wearing your logo colors also helps. You want to match your standing banners, your tablecloth, your printed collateral. Now is the time to drink the Koolaid. They type of the shirt will depend on the type of event you are attending. Golf shirts for golf events and networking, or even t-shirts if it is super casual can be ok too.
What to Focus On
Value. Get what you pay for. Quality counts. No one remembers a business well when they are gifted something that doesn’t work or breaks easily.
Timeline. Depending on the item, you’ll need quite a bit of lead time. Find out what products can get to you in time for the event you’ll need them for. Nothing comes overnight, especially with the current supply chain issues from other countries. Take into consideration time for design, proof approvals, printing and shipping. Don’t be the person holding up the process, and try to approve proofs as soon as possible. Rush orders usually cost extra. More than one or two color printing costs extra as well. Embroidery is also an additional charge for creating a specific design file for that process.
Budget. The larger the budget, the higher the quality, faster the turnaround, and the higher the quantity can be as well. Now is not the time to go cheap. If you cut corners, you will not be happy with the timeline or the quality, the perception of the merch may not be as you expect, and it may be a wasted effort. Be mindful the differences in what you can get when you spend certain amounts.
As always, if you need any promotional merchandise or have questions about this process, please feel free to reach out anytime! kim@shepheardmarketing.com.