How To Choose The Right Promo Merch For Your Business
We know we don’t need to tell you how good promo merch is for marketing. We know you know. But utilising promotional merchandise effectively isn’t as straightforward as bulk-ordering aesthetic sticky-note pads and colourful branded socks. If the merch doesn’t hit home for your audience, your branding and your goals, it’s going to fall flat.
So, what to choose? With 250+ products to pick from in our menu alone, choosing correctly may feel like taking a wild stab in the dark. It’s not. There are three questions to ask yourself/your team to ensure your next promo merch collection comes out on top – let’s get into them.
Who is your target audience?
According to Promotional Products Association International’s last research study, 85% of consumers have done business with an advertiser as a result of receiving a promotional item. Sounds impressive, right? But without a thorough understanding of your audience, you risk choosing promotional merchandise that your audience couldn’t care less about. To find the right products, get to know your target audience. Here are a few ways to go about identifying them:
1. Create ideal customer personas
Imagine your ideal customer and list out their key characteristics. How old are they? What are they interested in? Jot down key points relevant to your brand, like their gender, income, location, occupation, marital status etc. Anything that may affect their decision to do business with you should be included.
2. Do market research and look at competitors
Depending on the industry you’re in, there is likely already plenty of information out there about the audience you’re targeting. Looking at your competitors is not about copying what they’re doing, but it can give you an idea of merch that is already working well with your target market.
3. Analyse current customers
Your current customer base is a verifiable well of information. If you already have a group of customers, then analysing their demographics (location, occupation, age etc.) and spotting similarities will be incredibly useful for determining your target audience.
Once you know who your target audience is, you can start to think about which promotional products make sense for them.
Our client, Binge, nailed their merch because of how well they understood their customer base. They went for a cosy Snug Blanket with Binge branding – ideal for bundling up on the couch and bingeing your favourite series, and something most Binge subscribers would appreciate and use.
Does this merch reflect my branding?
You wouldn’t expect a multimillion-dollar company to hand out plastic keyrings with their logo stickered on. Nor would you expect an eco-forward, sustainability-driven business to be selling company-branded, disposable facemasks. Your branding and key messaging should be consistent across every aspect of your marketing, including promotional merchandise.
Think about what makes sense for your brand.
What items might people associate with your industry? Which of your key values might influence the items that you choose? What would you be proud to put out into the world with your branding printed on it? These are all factors to consider when making your decision.
Think of it this way – if your company is tech-based and values innovation, then items like a Twiggy Taco USB Cord or an Inga Laptop Sleeve would be ace. Or, if you own a gym and value recycling, a Milano Water Bottle would be a perfect item to communicate that with.
Our client, Going Green Australia, chose a set of our Staple Organic Tees with their key messages of “I don’t talk trash, I talk compost”, “composting is caring” and “from garbage to garden” printed on the front. This merch is entirely consistent with the company’s values and identity, and it makes sense for their brand. That’s why it’s good merch.
What marketing goals am I trying to achieve?
By taking your marketing goals into consideration before you choose your merch, you’re much more likely to accomplish what you set out to achieve.
Do you want to reward your hard-working employees or promote a new range/service? Do you want freebies to give away at an industry conference or do you simply want to increase brand awareness? Knowing what the end goal is will make choosing the right type of merch that much easier.
If your aim is to reward loyal customers or employees, you may consider going for high-end promotional products like a Bando Scarf or Midnight Blanket to communicate your appreciation. If you’re looking to increase brand awareness, items like the Poppy Phone Grip and Billie Tote offer high visibility, providing greater exposure for your brand.
Our client, 7-Eleven, wanted to create a meaningful employee onboarding pack for their new hires, so they chose the Inga Laptop Sleeve, a Jotter Journal and a pair of Cheerful Socks. These are all substantial gifts that are helpful for someone starting a new job and serve the purpose of making them feel valued.
In short, there are three things to consider before investing in a range of promotional merchandise:
Research and identify who your target audience is
Consider what items properly reflect your business, branding and values
Consider your marketing goals and which merch items will help you achieve them
Once you’ve covered these points off, all that’s left is to request a copy of our Menu 4.0 and take your pick. Easy as that.