When people visit our website, as a promotional products agency, they are sometimes surprised by the fact that there isn't a catalog of promotional items for them to browse through. There aren't structured categories of t-shirts and pens and other products to select from. Instead, our capabilities are presented as a portfolio of collaborations with our clients, showcasing the merchandise and apparel we've produced with their brands and audiences at the core of every order. Here's why.

As someone who has been in charge of ordering the merchandise for corporate gifts and company events in my roles at previous companies, I've browsed through tons of promotional product websites and catalogs trying to find the right items to order. Each website is filled with pages and pages of items to choose from, categorized by product type to help you navigate through their inventory, and detailed with descriptions of each item's dimensions, color options, pricing, etc. While all of this information is useful, there was one major element missing across every site that kept me running around in circles, trying to find the right merchandise for our campaigns. Something that can't actually be put into a standardized list of categories or key terms, yet is arguably the most significant factor in deciding on which items to order: the people you are shopping for.

You could spend all day searching online for "cool company gifts for executives" or "popular promotional products for a [insert industry type] company" and while your search will yield a number of results, it won't quite hit the nail on the head with what you are hoping to find. In order to achieve the impact you are intending on making with these items, your selection must be guided by the unique attributes that make up the people who will be receiving these gifts.

Step Into Their Shoes

Whether you are ordering merchandise for your company's holiday gifts, or sponsoring a booth at a trade show, try to imagine yourself on the receiving end of your giveaway. While the promotional product in consideration might be deemed "trendy" or "popular" online, ask yourself if your target recipient would find any value in it. Say, for example, you are promoting an innovative line of fishing gear aimed at the millennial demographic. Will that fish-shaped "squishy" really add value to your target audience of young, outdoor-enthusiasts? Sure, technically it aligns with a fishing brand... But what use will an adventure-seeking fisherman get out of that little tchotchke while he or she is out in the elements?

Every piece of merchandise and apparel is an opportunity to create an experience around your brand. The best branded gifts are created as a result of combining the ethos of your brand with the characteristics and values of your audience. Let's explore the example above. After researching your target audience, you know that craft beer and distilled spirits are also popular among their demographic. Additionally, you know that your consumers enjoy using your fishing gear in social settings and, at times, chilly climates. Taking all of this into consideration, you come to the conclusion that branding items like beer can slings, custom flasks and custom bottle openers will bring value to your consumers. Maybe even take it a step further and have a custom hoodie produced with a built-in bottle holder to keep their beers chilled while keeping themselves warm. Thoughtful items like these will enhance their experience when using your gear on their fly-fishing weekenders or while engaging in other activities they enjoy - likely spent with their peers (and potential leads for your business). 

Even though that fishing gear brand isn't in the craft beer or spirits spaces, giving their customers items that resonate with other aspects of their lifestyle, as seen in the example, creates a well-rounded experience with their brand. Going the extra step shows that you understand and appreciate your customers, and keeps your brand top-of-mind. 

Getting Started

Of course, taking this experiential approach to brand merchandising can be easier said than done. Not everyone has the bandwidth or creative mindset to come up with ideas for unique items that emotionally connect with their audience. That's where our branding agency comes into play. Every project is approached with the same level of thoughtfulness you put towards building relationships with your clients and team members. Understanding the goals of your merchandise and what really makes your recipients tick, combined with the ethos of your brand, together we can create a powerful experience for your audience.