When you think of promotional items such as pens, koozies, or t-shirts given at events; you see a way to connect you to a brand. As businesses across different industries continue to grow more competitive, we once again turn to merchandise to attract customers. It may seem daunting at first, but using giveaway merchandise can better spread your brand and draw in more business.
The primary objective of any business is to convert leads into paying customers. In other words, your lead generation capacity is directly linked to your revenue potential. Branded merchandise can support lead generation activities in several ways.
For a start, you can set up adjustable pop-up displays and give away samples or trial packs to customers who pass by. It offers a preview of how the product can address the customer’s pain point. In addition, it can generate awareness about the other offerings displayed in your catalog, of which the customer may not be aware.
In both situations, you get to know your customers and reward them for sharing such valuable information. Furthermore, the merchandise acts as a functional business card that pitches the product to solve customer pain points!
Businesses of all shapes and sizes aspire to be a well-known brand. This elusive branding could be any sensory link, typically visual, that forms an association between you and your customers. It may be through shelf signs, social media posts, or banners.
The trick is to maintain consistency and reinforce the visual elements that you wish to correlate to your brand. When customers see stretch table covers in a specific color palette at an event or use a keychain carrying your business logo, they can easily make the connection, and that association will be more positive because of the promotional freebie you gave.
About 50% of consumers who receive branded promotional goods use it daily. Think of all the times your business could be running through their minds. Naturally, merchandise needs to be of use to truly have this effect on the customer, so focus on giving something unique, usable, relevant, and innovative.
For instance, businesses dealing in home decor or kitchenware can gift branded table runners to cover the perfect spot at the dinner table. Similarly, companies selling beverages like tea or coffee can gift branded mugs. In summary, use your branded merch to show that you care about the receiver and you appreciate them, and your customers will reciprocate in kind.
Sure, merchandise is a great way to display your product offerings and appeal to a wider audience. However, viewing it as an outward-facing vessel to achieve organizational goals would be restrictive. After all, your employees are your greatest cheerleaders.
You can use branded merch to boost employee morale and cultivate company culture. In addition, by distributing branded merchandise amongst your employees, you help them feel like they are truly a part of the company. Even if they were to pass on these promotional items to someone else, you would still be getting exposure.
“Out of sight, out of mind,” is the greatest fear of a marketer, but a reality of marketing when the average attention span is getting shorter and shorter. However, promotional merchandise goes against this when you consider the fact that nearly 60% of customers keep promotional items for at least two years!
In other words, customers will passively engage with your brand even if they don’t actively transact with you. With such an impressive shelf-life, the overall ROI on merchandise will compound by many folds. Furthermore, the increase in returns also makes merchandise one of the most cost-effective modes of marketing.
Final Words
In short, your branded merchandise is a gift that keeps on giving. They are not only easy and low-cost, but they create a lasting impression for your prospects who may become future customers. Lastly, if your giveaways don’t lead to future customers, they certainly are passive advertising, which will promote your brand name and logo for years to come.
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