In today’s marketing climate, there’s plenty of talk about the next great marketing tactic. Whether it’s a software tool, a way to exploit the mechanics of online search engines, or a newfangled advertising platform, marketers love to talk about what’s new on the scene, and how to stay one, two, or three steps ahead of the competition.
It’s no secret that the internet is now the grand stage for advertisers all over the world, and because of its relative ease of use and the portability of internet access, internet-centric marketing strategies now make up the bulk of the marketing field. So it’s not all that surprising that someone might ask this question:
Are branded products still worth it in 2022?
And the answer is…
Yes, They Are
While it may seem like the old, tried-and-true marketing ploys are no longer relevant, cost-effective, or practical in today’s digitized market landscape, don’t mistake fashion for substance. The internet may be more fashionable, but the old ways? They still work, and in the case of branded merchandise, they can be employed wonderfully alongside digital marketing environments like email mailing lists, social media accounts, and webpages.
Even with much of the United States’ office workforce now transposed to home offices, bedrooms, and living rooms following a pandemic, there’s still plenty of opportunity to call attention to your brand with focused, specific merch.
Gareth Parkin, of UK-based branded merchandise distributor GoPromotional, is an advocate for the use of branded merch as part of a hybrid marketing plan. “It should tell you something that even companies who make shirts put their logos on the shirts they make, big and bold, as if that’s the main attraction — because it is,” says Parkin. “The internet is an incredible world of marketing opportunities, and I do everything I can to make full use of it, but at a certain point, we have to acknowledge we live in the real world, and when your brand exists there, it’s suddenly more real.”
Streams and Other Video Media
Let’s consider Twitch streamers. Twitch is a media platform allowing performers, commentators, and other public figures to easily reach specialized audiences. In 2021, the average number of concurrent Twitch viewers is approaching 3 million. It’s safe to say that Twitch is not a platform to be ignored. Can you imagine the consumer interest generated if a popular Twitch streamer, with viewership in the thousands or even millions, is seen sporting a hat with your company’s brand?
This is the stealthier side of marketing collaborations with media producers and influencers. While it may cost a bit more to pay for dedicated ad space and shout outs in a Twitch stream or YouTube video, sending over some branded apparel or other video-ready merchandise may be more cost-effective, especially if you’re dealing with lower-tier, up-and-coming online personalities who may be more eager to work with you. Platforms like Twitch and YouTube attract massive and consistent audiences, so you should try to make branded products a part of your approach to these platforms.
Branded Products as Sales Incentives
The most straightforward application of branded products in an online platform is as a sales incentive, like throwing in a free piece of company gear with a sale for a limited time, or even using promotional products in giveaways as rewards for returning customers, or to drum up interest in your brand.
Ideally, your company should feature a small crop of merchandise selected to best appeal to your target audience. A few pieces of branded apparel, a branded tech item like headphones or a USB stick, and maybe some industry-specific merch should complete your range of branded products, and all should be offered for sale on your company’s online point-of-sale platform. Why do this, if the end goal is to encourage sales by essentially giving away branded merch for free? Having a price tag attached to your company’s merch makes it look more valuable; when it’s subsequently used as part of a marketing drive, customers and potential customers will feel they’ve received something of value, and will in turn feel valued themselves.
Getting Your Name Out There
After all is said and done, you want your brand to stand out. You want to be part of the conversation. There’s a high likelihood that you are competing with dozens of other companies that do what you do, especially if you’re running a startup, so it’s important that you are seen as legitimate, confident, and present. Having your name displayed in real life goes a long way toward achieving that.
