Struggling to get your brand noticed? It’s a competitive, cut-throat world out there. Consumers are exposed to a constant barrage of marketing noise, and methods that were once effective now barely get more than a glance.
You need something unique. Something that will grab consumers’ attention and increase brand recognition. That’s where a good merchandising strategy comes in.
A merchandising strategy can mean one of two things:
We’re focusing on the latter here, but if properly executed, that branded swag could also increase product/service sales. It’s a strategic approach to merchandising that goes far beyond plastic pens and cheaply made, poorly branded tees.
Buy a pack of branded pens, hand them out, job done—right? No. That seems to be the general consensus among many brands, but it’s beyond wasteful.
You need to think strategically.
What if your target audience doesn’t need and won’t use those pens? Even worse, what if they need them, but you spent so little time and money on them that they look terrible, don’t accurately reflect your brand, and don’t even work? Prospective customers will then associate cheap, ineffective products with your brand.
Think functionality, quality, and timing—the right product and the highest quality given at the right time.
How many ads have you seen today? You probably can’t recall a single one of them, yet you will have been bombarded during every minute of the day—billboards on your commute, podcast/radio ads, YouTube ads, magazine/website ads.
They’re not memorable because they’re not tangible.
If you can tie your marketing to quality branded merchandise, your customers will recall your message and brand every time they wear it, use it, or look at it. That message is also more likely to stick if it comes with a freebie. After all, who doesn’t love free gifts?
A good employee merchandising strategy can turn hard-working employees into brand advocates. They’ll showcase your brand wherever they go, and as they work with your products and processes every day, they’ll be happy to talk about you and spread your message.
A branded merchandising strategy is a cost-effective way to promote loyalty and brand recognition. Your customers and employees become walking billboards. By giving them a high-quality free gift, you could increase customer loyalty.
It can seem like a high initial expense, and that’s why so many brands focus on quantity and not quality. They don’t want to spend $50+ on a high-quality, branded hoodie because they can’t shake the idea that it’ll end up trashed or collecting dust in a closet somewhere.
Think about it this way: that $50 investment could improve a customer’s loyalty to the extent that they spend double, triple, or more at your business. They’ll be more likely to tell their friends and family members about you, and every time they wear it out of the house, they’re giving your brand free exposure.
The higher the quality, the more likely they are to wear it, and the longer they’ll keep it.
$50 is a lot to spend on one customer with no guarantees of a return. However, it’s a bargain for a lifetime of free impressions and organic, word-of-mouth advertising.
Merchandising should never be an afterthought. Whether you’re rewarding loyalty, preparing for an event, or outfitting your team, you need a considered approach to ensure you get the results you seek:
Branded swag should be practical and memorable. You’re looking for something that consumers will use today, tomorrow, and potentially many years into the future. That often means balancing quality and branding. You want something that clearly displays your brand, but isn’t so obvious and garish that customers refuse to wear it.
Power banks are a staple for this reason. Consumers need them, especially on the road at trade shows/events, and they rarely care about the brand name on the front. With clothing, you need to be a little more creative. Quality embroidered logos on premium garments are not as in-your-face as block texts, but who cares how noticeable your brand is if it spends the next decade in the back of a drawer?
Socks are also a good option, especially during the winter and in colder climates. If you put your branding on the foot or sole, the wearer will remember you every time they put it on, and they won’t feel like they’re advertising your company every time.
What does your target audience need and want? Technophobes won’t get excited about a power bank; fashion-obsessed consumers may balk at cheap branded apparel.
The more you know about your customers, the more you can adapt your merchandise to suit them.
Plan your merchandising strategy well in advance to ensure it’s ready when you need it. It’ll undergo a series of design and testing phases, and could encounter manufacturing delays, so give yourself plenty of time to avoid any last-minute hiccups.
Traditionally, it was nearly impossible to track the success of a merchandising campaign. That’s no longer the case.
Social media monitoring tools can tell you how many users are talking about your brand, while the right tags and a little encouragement will flood your feed with images of customers wearing or using the merchandise.
Conduct surveys before and after campaigns to monitor brand recall. Check conversions before and after merchandising campaigns, and place QR codes on items or packaging to track digital engagement.
A merchandising strategy can take many forms, including:
At Foxtrot Marketing, we can help you plan your merchandise strategy from product conception through to distribution. We know what works, and we can plan a strategy around your brand and consumers. Contact us to learn more and start strategizing today.
A merchandising strategy is a considered approach toward creating and distributing branded merchandise.
Offering free products during events/conferences and product launches is one of the most common merchandising strategies.
It gives customers something tangible to remember your brand, thus increasing engagement throughout the marketing campaign.
Struggling to get your brand noticed? It’s a competitive, cut-throat world out there. Consumers are exposed to a constant barrage of marketing noise, and methods that were once effective now barely get more than a glance.
You need something unique. Something that will grab consumers’ attention and increase brand recognition. That’s where a good merchandising strategy comes in.
A merchandising strategy can mean one of two things:
We’re focusing on the latter here, but if properly executed, that branded swag could also increase product/service sales. It’s a strategic approach to merchandising that goes far beyond plastic pens and cheaply made, poorly branded tees.
Buy a pack of branded pens, hand them out, job done—right? No. That seems to be the general consensus among many brands, but it’s beyond wasteful.
You need to think strategically.
What if your target audience doesn’t need and won’t use those pens? Even worse, what if they need them, but you spent so little time and money on them that they look terrible, don’t accurately reflect your brand, and don’t even work? Prospective customers will then associate cheap, ineffective products with your brand.
Think functionality, quality, and timing—the right product and the highest quality given at the right time.
How many ads have you seen today? You probably can’t recall a single one of them, yet you will have been bombarded during every minute of the day—billboards on your commute, podcast/radio ads, YouTube ads, magazine/website ads.
They’re not memorable because they’re not tangible.
If you can tie your marketing to quality branded merchandise, your customers will recall your message and brand every time they wear it, use it, or look at it. That message is also more likely to stick if it comes with a freebie. After all, who doesn’t love free gifts?
A good employee merchandising strategy can turn hard-working employees into brand advocates. They’ll showcase your brand wherever they go, and as they work with your products and processes every day, they’ll be happy to talk about you and spread your message.
A branded merchandising strategy is a cost-effective way to promote loyalty and brand recognition. Your customers and employees become walking billboards. By giving them a high-quality free gift, you could increase customer loyalty.
It can seem like a high initial expense, and that’s why so many brands focus on quantity and not quality. They don’t want to spend $50+ on a high-quality, branded hoodie because they can’t shake the idea that it’ll end up trashed or collecting dust in a closet somewhere.
Think about it this way: that $50 investment could improve a customer’s loyalty to the extent that they spend double, triple, or more at your business. They’ll be more likely to tell their friends and family members about you, and every time they wear it out of the house, they’re giving your brand free exposure.
The higher the quality, the more likely they are to wear it, and the longer they’ll keep it.
$50 is a lot to spend on one customer with no guarantees of a return. However, it’s a bargain for a lifetime of free impressions and organic, word-of-mouth advertising.
Merchandising should never be an afterthought. Whether you’re rewarding loyalty, preparing for an event, or outfitting your team, you need a considered approach to ensure you get the results you seek:
Branded swag should be practical and memorable. You’re looking for something that consumers will use today, tomorrow, and potentially many years into the future. That often means balancing quality and branding. You want something that clearly displays your brand, but isn’t so obvious and garish that customers refuse to wear it.
Power banks are a staple for this reason. Consumers need them, especially on the road at trade shows/events, and they rarely care about the brand name on the front. With clothing, you need to be a little more creative. Quality embroidered logos on premium garments are not as in-your-face as block texts, but who cares how noticeable your brand is if it spends the next decade in the back of a drawer?
Socks are also a good option, especially during the winter and in colder climates. If you put your branding on the foot or sole, the wearer will remember you every time they put it on, and they won’t feel like they’re advertising your company every time.
What does your target audience need and want? Technophobes won’t get excited about a power bank; fashion-obsessed consumers may balk at cheap branded apparel.
The more you know about your customers, the more you can adapt your merchandise to suit them.
Plan your merchandising strategy well in advance to ensure it’s ready when you need it. It’ll undergo a series of design and testing phases, and could encounter manufacturing delays, so give yourself plenty of time to avoid any last-minute hiccups.
Traditionally, it was nearly impossible to track the success of a merchandising campaign. That’s no longer the case.
Social media monitoring tools can tell you how many users are talking about your brand, while the right tags and a little encouragement will flood your feed with images of customers wearing or using the merchandise.
Conduct surveys before and after campaigns to monitor brand recall. Check conversions before and after merchandising campaigns, and place QR codes on items or packaging to track digital engagement.
A merchandising strategy can take many forms, including:
At Foxtrot Marketing, we can help you plan your merchandise strategy from product conception through to distribution. We know what works, and we can plan a strategy around your brand and consumers. Contact us to learn more and start strategizing today.
A merchandising strategy is a considered approach toward creating and distributing branded merchandise.
Offering free products during events/conferences and product launches is one of the most common merchandising strategies.
It gives customers something tangible to remember your brand, thus increasing engagement throughout the marketing campaign.