Beginners Guide To Implementing A Successful SWAG Strategy

things to consider and how swags boost marketing efforts.

May 13, 2023

Before I start this week’s newsletter, let’s play a little game.
Put a finger down if you have any of the following:
a. one or more branded mugs or bottle
b. one or more branded t-shirts or hoodies
c. one or more branded stationery
d. one or more branded tote bags
e. one or more branded stickers

I imagine almost all your fingers were down. Rightfully so.

I like free swags, and most people do too. Providing branded items has proven to be an effective way of connecting with customers, increasing brand awareness, and creating a strong brand identity.

My 10-year-old sister recently showed me a branded bag and other items she received as a member of the Indomie fan club. She was so excited, and it reminded me of when I also received a t-shirt, stationery, and other items from the same fan club. I remembered the excitement and how I couldn't wait to show my parents and friends from other schools. This points to the fact that brand merchandising is not a novel concept; it has been in existence for a long time. Undoubtedly, it has evolved over the years as brands have been more creative, and there are newer ways to implement it. One clear thing, however, is that for it to be a success, it requires careful and well-thought-out strategies and efforts to ensure that it doesn't just end up in the stack of the numerous "swags" your customer or partners have received. As stated earlier, the mode of execution has evolved due to increased access to resources and technological innovation, which also means that businesses are becoming more aware of the importance of client loyalty. Hence, they are willing to put in efforts to boost this, one of which is by implementing swag strategies. The challenge here is that it takes extra work to guarantee that your swag stands out among the sea of swags.

When I think of brand merchandising, I think of a company's efforts to increase brand awareness and customer loyalty by placing their logos on promotional items. The beauty of brand merchandising is that it can be done in various ways, such as corporate gifting, employee benefits, event activations, giveaways etc. And regardless of its form, it has a ripple effect on how a brand is perceived.

Some of the ways successful brand merchandising can boost marketing efforts include:

Creating brand awareness: Branded merchandise can help to create brand awareness by getting your logo and brand name in front of potential customers. People who see your branded items are more likely to remember your brand and associate it with positive things.
Fostering a sense of community: Branded merchandise can also help to foster a sense of community among your customers. When people wear or use your branded items, they feel like they are part of something special. This can lead to increased loyalty and advocacy for your brand.
Incentivizing customer engagement: Branded merchandise can also be used to incentivize customer engagement. For example, you could offer a discount on your products or services to customers who use your services. This will encourage customers to interact with your brand more often, leading to increased sales and revenue. For example, a food delivery company can reward customers with branded mugs or bottles when they make a particular amount of transactions. Customers will be encouraged to continue using their services; as a result, leading to increased engagement and loyalty.

However, giving merchandise is one thing, but how the customer receives it is another, as it ultimately determines whether your swag strategy was successful.

In light of this, here are a few things that must be considered before implementing a swag strategy.

Know your audience: Knowing and understanding your audience is essential to successfully implementing any marketing strategy. When implementing a swag strategy, think about what will be useful and valuable to your audience. Consider your company culture and how your customers will view the swags. The merchandise you give away should be relevant to your target demographic. If you give away merchandise that is not relevant to your target audience, it is unlikely to be well-received. Make sure to choose merchandise your target audience will use and appreciate.
Prioritise aesthetics and functionality: These two should complement one another. Your swag should be visually appealing. You should not compromise on the quality of the swag. It has to be something that people will actually want to use. The ultimate goal of implementing a swag strategy is to get your customers to be advocates and ambassadors of your brand; however, this will fail if the product is not used. Choose items that are sustainable, useful, durable, and well-designed. Think about what your audience will actually use and appreciate. A high-quality item will also reflect positively on your brand and show that you care about your customers. Another thing to keep in mind is that your branding should be prominent but not overwhelming. The merch should not be cluttered with too much information, and the colour scheme and logo should be easily recognizable.

Example of a merch box curated by WiiCreate, a Nigerian print-on-demand startup

Plan the distribution of your swag and measure results: Determine how you will distribute your swag. Will you distribute it at events or conferences? Will it be included in client orders? Will you provide it to employees as part of their onboarding process? Or will you offer it quarterly or annually for your partners and top clients? Consider all these things when planning the distribution of your swags. If you intend to use event activation, the first step is to consider your audience and define your goals. Then collaborate with conferences aligned with your objectives to reach people who will not only find your swag beneficial but also be interested in your services. This also applies to your employees. Giving new employees a merch box fosters excitement and signals that you value and accept them. However, branded merchandise does not always have to be free. It can be made available to customers for a fee. For this to be successful, it must be done in a creative way that influences people to make a purchase. For example, organizing a pop-up event or conference where these items will be sold.
Once you have distributed your swag, it's essential to measure the results of your efforts. This allows you to determine what worked and what didn't so that you can adjust your strategy accordingly. One way to gauge the effectiveness of your swag distribution is to track how many people have engaged with your brand as a result of receiving your swag. You can do this by including a call-to-action on the swag, such as a unique URL or QR code that directs them to your website or social media page. Another way to assess the success of your swag strategy is to keep track of the number of sales or leads generated as a result of your efforts. You can do this by providing a discount code or special offer on the swag available just to individuals who received it. By measuring the results of your swag distribution, you can gain valuable insights into the effectiveness of your strategy and make adjustments to improve your future efforts.

Brand merchandising should not be the sole marketing strategy; instead, it should complement your other marketing efforts. Similarly, giving out swag will not make up for poor service or bad treatment of employees. Therefore, it is important not to neglect other areas when focusing on improving brand perception and creating a strong identity.

Finally, capitalize on people's fear of missing out (FOMO) by creating a sense of "exclusivity" around your swag. This will motivate consumers to engage more with your business to gain access to these goods.

That’s all for this week! Thank you for reading The Final Draft.

The Final Draft

Beginners Guide To Implementing A Successful SWAG Strategy

things to consider and how swags boost marketing efforts.

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