Making Corporate Merchandise Work
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Merch… is there a place for it in business, or is it just an additional revenue stream for YouTubers?
[nbsp_tc]This is another unusual post as my world is digital. However, this was inspired as I was chatting with a college the other day on the subject of branded T-shirts. One of my previous companies was a quirky t-shirt business, didn’t make me a millionaire, but it taught me a bit about the fashion industry, it also led to me being a bit obsessive on t-shirt design.
I’ve nearly spent as much design t-shirts over the last couple of years as we have spent on designing and building the TAG website![nbsp_tc]
Why would I be so obsessive? I don’t want corporate merchandise that people won’t use; I don’t want staff just to wear the t-shirt to events and then use it to sleep in or for painting in…
Here are a few of the designs, what’s most entertaining is it was the pic in the top left that we printed, basically a logo on a t-shirt… Yes, I got frustrated and made it boringly simple, and yes I'm pretty sure they are only used to paint in...
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This lead to a broader conversation on corporate gifts in general.
Typically, I don’t do them, mostly because I couldn’t think of anything worse than sending clients a USB stick or a gimmicky game or some other crap that they won’t use.
I want them to engage with my brand through everything I do. So everything should get the same level of passion and detail, from a website to the smell that greets you walking in the door, it ALL MATTERS!
Why? The ultimate goal should always be to deepen your connection to your clients. It is also rather handy if they share their experience on their social channels, endorsing and building your brand up. This is why it is important to think things through; even the smallest detail can have an impact.
Knowing now what I know, what would I do beyond the realms of digital media to connect and show some love to clients?
It all comes down to brand connection. Depending on the hat I’m wearing. If it’s[nbsp_tc]TAG The Agency, then it's adventurous and bold, it would have to be an experience based activity, one full of opportunities to take and share content, most likely an event, a party or maybe an exclusive track day at a race track (I’m thinking of you[nbsp_tc]Hampton Downs) …
Whatever it would be it would be an exercise in user-generated content ;) so often I attend client functions and see lost opportunities in the ability to create moments of FOMO and extension of the brands' culture… however, that’s for another blog post. If you do go to the trouble of creating an event, find subtle was to encourage people to share it. If all else fails, make a hashtag for your event, print the hashtag and add it to locations and things you want to be shared. Yes, it can be that simple.
If it was Nod Media, something that speaks of sustainability, something that shows the brand is here for good, not flashily, bold but not over the top. I’d look for a product that reflects this and has a story that resonates. This is where I’d look at brands such as[nbsp_tc]Duffle & Co, not just because they have high values; the products are so well-made clients would be using them for years. I’d also look to subtly include the Nod Media brand on their product (like a simple tag on the bag). Not wanting to over brand it, as the experience should create the memory of how the client got to own the bag, where they can be proud of the association and speak to it, ultimately sharing the story of[nbsp_tc]Nod Media.
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For[nbsp_tc]EndGame, well this is a challenge, they are a software company that has been around for ten odd years, and only ever produced one set of t-shirts (that I can remember). Keeping in mind that T-shirts and IT companies are like agencies and skinny jeans with thick-rimmed glasses… So why? Thankfully the CEO of EndGame has the same relentless view on brand and value, not just the work they produce, but anything, it has to be valuable beyond one occasion.
As an example, the last corporate gift they did was a bottle of[nbsp_tc]Dezien Gin. This connected to the EndGame brand in a couple of ways, firstly they included a “recipe for success” as their client base is made up of entrepreneurial minded people. The second was in supporting Dezien Gin, as it was a new start-up, further connecting EndGame with their clients and their passion for startup ventures.[nbsp_tc]This also enabled the EndGame brand to live on in the clients' mind for quite some time as they enjoyed the special gift.
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[br_tc]So, do t-shirts have a place, outside of Xero and other software brands, yes I think so.
However in my view, these should be branding exercises to inspire ownership in the tribe, not like brainwashed masses who feel they need to wear the t-shirts, but like a rock concert, where people wear them with pride as they were there or part of something special.
This is the same for all merch, think of the memory connection it makes, it should be about creating a relationship that is valued, as every client is unique, we wouldn’t be here without them.
Hope you found this random post interesting, feel free to let me know if there is anything else you'd like me to share.
As always, thanks for reading.
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