Branded Merch – Is It Worth It?
Picture this: you’re at a conference or a networking event, and someone hands you yet another branded pen that will inevitably stop working in a week. Or maybe it’s a stress ball shaped like a company logo that you’ll toss in a drawer and forget about. We’ve all been there, right? But here’s the thing – branded merchandise doesn’t have to be the marketing equivalent of junk mail.
As marketers, we’re constantly weighing up whether branded merch is a smart investment or just another budget drain. The truth? It depends entirely on how you approach it. Let’s look at the real talk about promotional products and whether they deserve a spot in your marketing mix.
The Case for Branded Merchandise
It’s Marketing That Sticks Around
Unlike that Facebook ad that disappears after three seconds, a well-chosen piece of branded merchandise can live on someone’s desk, in their kitchen, or on their keychain for months or even years. That’s ongoing brand exposure you simply can’t get from digital marketing alone. Every time they reach for that branded water bottle or use that tote bag, your brand gets a little mental nod.
Tangible Connection in a Digital World
In our screen-saturated world, there’s something refreshingly real about holding a physical product. It creates a different kind of connection – one that engages multiple senses and can trigger positive associations with your brand. When someone wears your branded hoodie, they’re not just advertising for you; they’re making a statement about what they align with.
ROI That Actually Makes Sense
Here’s a stat that might surprise you: promotional products have one of the lowest cost-per-impression rates of any advertising medium. A quality branded item might cost you £5-15 but deliver hundreds of impressions over its lifetime. Try getting that kind of value from Google Ads.
The Case Against Branded Merchandise
The Waste Factor
Let’s be honest – the promotional products industry has a serious waste problem. Studies suggest that up to 40% of promotional items end up in landfill within a year. That’s not just bad for the planet; it’s terrible for your brand image and your marketing budget.
Generic Equals Forgettable
Most branded merchandise is incredibly generic. Another pen, another tote bag, another stress ball. When everyone’s doing the same thing, your brand just becomes part of the noise. Worse still, cheap, poorly made items can actually damage your brand reputation.
Storage Nightmares
Anyone who’s worked in marketing knows the pain of having boxes of leftover branded merchandise cluttering up office space. You ordered 500 units for that trade show, used 200, and now you’re stuck with 300 mouse pads featuring last year’s logo.
Making Your Merchandise Actually Matter
So how do you make branded merchandise work for your business? It starts with thinking beyond the obvious.
Know Your Audience Inside Out
Before you order anything, ask yourself: what would my ideal customer actually use and value? If you’re targeting busy professionals, a high-quality insulated coffee cup might be perfect. For tech startups, maybe it’s a sleek wireless charger. For eco-conscious consumers, a bamboo utensil set could be a winner.
Quality Over Quantity Every Time
It’s better to give 100 people something they’ll genuinely love and use than to hand out 1,000 cheap items that end up in the bin. Invest in fewer, better pieces that reflect your brand values and quality standards.
Make It Useful, Not Just Branded
The best promotional products solve a real problem or fulfil a genuine need. Think about items that integrate seamlessly into daily routines – a phone stand for remote workers, a reusable shopping bag for grocery runs, or a portable phone charger for busy professionals.
Tell Your Story
Your merchandise should be an extension of your brand story. If sustainability is core to your values, choose eco-friendly materials. If innovation drives your business, pick cutting-edge tech accessories. The item itself should communicate what you stand for.
Avoiding the Merchandise Graveyard
Start Small and Test
Don’t commit to huge quantities until you know what works. Order smaller batches of different items and see what resonates with your audience. Track which items generate the most positive feedback and engagement.
Plan for Seasons and Events
Timing matters enormously. A branded umbrella might be perfect for a rainy season launch, while sunglasses could be ideal for summer events. Think about when and where people will actually use your merchandise.
Have a Distribution Strategy
Don’t just order merchandise and hope for the best. Have a clear plan for how you’ll distribute it. Will it be at trade shows? Client appreciation gifts? Employee welcome packages? Each context might call for different types of items.
The Sustainability Imperative
Today’s consumers are increasingly conscious about waste and environmental impact. Your branded merchandise strategy needs to reflect this reality.
Choose Sustainable Materials
Look for items made from recycled materials, bamboo, organic cotton, or other eco-friendly options. Yes, they might cost a bit more upfront, but they align with consumer values and demonstrate your brand’s commitment to sustainability.
Focus on Longevity
Instead of cheap items that break quickly, invest in durable products that will last. A well-made branded item that lasts for years is infinitely more valuable than something that falls apart after a few uses.
Consider the Full Lifecycle
Think about what happens to your merchandise at the end of its useful life. Can it be recycled? Repurposed? Composted? These considerations are becoming increasingly important to consumers.
The Bottom Line
Branded merchandise can absolutely be worth it – but only if you approach it strategically. It’s not about slapping your logo on the cheapest available item; it’s about creating meaningful connections with your audience through thoughtful, useful products that reflect your brand values.
Done right, branded merchandise becomes a powerful tool for building brand awareness, fostering customer loyalty, and creating lasting impressions. Done wrong, it’s just expensive clutter that hurts your brand and the environment.
The choice is yours. Make it count.