Expo and Tradeshow veterans all know to leave extra space in their suitcase for the show giveaways and of course a little room for the kid-tax every parent pays to be on a business trip. In our house it’s a city t-shirt for 'Bluey' the stuffed monkey who has gone on lots of trips with mom. As you’re packing back up before heading home-bound, decisions are made. Pens, mugs, and countless notebooks are usually left for the house keeping staff. You know that not all merch is created equal.
For years, the standard “promo item” was synonymous with trinkets and giveaways, things that were more likely to end up forgotten in a drawer or, worse, in the trash. But as brands become more strategic about their marketing, EVERYTHING with your markings needs to be a thoughtful extension of the brand itself- A tool used by leadership in company culture, marketing, sales, and revenue. Here’s how to make that shift from simple promo items to purposeful, brand-building assets.
Why the Shift Matters
Your consumers are savvy; they crave meaningful experiences and are wary of blatant advertising. Generic promo items might make a brand presence visible, but quality merchandise has the power to make that brand memorable. When a customer or client receives an item that aligns with your company’s values and quality, it becomes a touchpoint that builds trust and adds value to your relationship with them. Moving beyond the basics to create merch that holds significance can turn one-time customers into loyal advocates.
Start with Purpose
Think about your brand’s identity and mission. Are you environmentally conscious? Known for innovation? Emphasizing community? Once you’ve pinpointed what makes your brand unique, choose merchandise that can communicate this. Check out Score Promotion’s latest list of giveback partnerships, highlighting Score’s commitment to providing you with opportunities to give back through your branded merchandise. The goal is to choose products that reflect who you are, not just what you sell.
Tip: Collaborate with the Score Promotion’s Programs team to brainstorm products that connect with your brand campaigns. Connecting the product to the message is essential to creating an experience through merchandise.
Make it Functional and High Quality
I’m going to be honest- You’d have to convince ME to sell you a pen. First interview for a sales position, I’m sitting across from the interviewer in my super itchy Charlotte Russe pencil skirt. The guy holds up a standard pen and says “Ok Sarah-Marie, you think you can sell?” As I sat a little taller I looked him dead in the eye and confessed, “No one can sell better than a young, scrappy mom sir.” He tossed me the pen and I pulled out every trick I ever learned from my days of selling Sally Foster wrapping paper for my elementary school and cookies in my Girl Scout days. I got the job, but let that man know- I had no intentions of EVER pitching a pen again in my life. If a pen is on any of my sales orders, you better believe I’ll be able to tell you exactly why their strategy NEEDS that pen.
Quality is everything when shifting from “promo” to “purposeful.” Consider products that are useful and built to last. Products that serve purpose in your messaging, in the experience you are creating to connect with the end-user of the merchandise. It’s not about the amount of financial investment into the product, it's about the amount of creative investment poured into the product curation, design, and distribution.
Remember, the goal here is to turn your merch into something people will actually use and even talk about. If they love it, they’ll use it, and every use is a subtle reminder of your brand. Make quality the standard, not the exception.
Embrace Give-Back Merchandise
Adding a layer of social responsibility to your merch not only makes it more meaningful but also allows your brand to make a positive impact. Check out the most recent list of our favorite Score Promotions partnerships that focus on products with built-in give-back programs. Reiterate your company values through your merch, water bottles that support clean water initiatives, or notebooks that fund education in underserved areas. This not only resonates with socially conscious consumers but also enhances your brand’s reputation.
Tip: Make the give-back story visible! When you hand out or ship your merch, include a brief note or card that explains the cause the item supports. People love to share feel-good stories, so your brand gets an organic boost through the good vibes of your merch.
Brand it, but Keep It Classy
Let’s face it—the only one wearing that baseball cap with a big logo slap of your brand across their forehead is your dad when he mows the lawn. You’re not limited to a simple embroidery on the catalog of the same products that everyone else has used for decades. Utilizing Score Promotion’s custom product development processes available to all our Strategic Programs clients, each product is passionately designed to showcase details of your brand that turns a giveaway into a gift.
Create a design that includes your branding tastefully, allowing the product to feel like something a person would choose, rather than something they’re obligated to wear. This approach elevates the perception of your brand as not only thoughtful but also stylish and customer-focused.
Think Like a Consumer
Lastly, consider the end-user experience. It’s easy to get caught up in company-centric designs, but thinking from the consumer’s perspective is key to creating merch that has genuine staying power. Ask yourself: “Would I personally use or wear this?” and “Does this item make me feel more connected to the brand?” If you can honestly say yes, you’re on the right track.
Brand Managers and Marketing leaders have the opportunity to create meaningful, high-quality products that don’t just fill a goodie bag but actually become part of a customer’s daily life and drive the brand’s growth forward. By choosing items that are thoughtful, functional, and socially conscious, we can transform your merch into a powerful brand asset that leaves a lasting impression.
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