How to Develop Compelling Corporate Merchandise

Corporate merchandise can enable you to reach various goals for your business such as building brand awareness, increasing customer loyalty and defining your brand identity.

Nonetheless, corporate merchandise can’t be effective if it doesn’t convey the right messages to your audience. By striking the right chord with your potential customers, you can get one step closer to achieving your marketing objectives. The following considerations might help you set your corporate merchandising on the right track.

What Is Your First and Foremost Goal?

In order to choose the most appropriate messages for your merchandise, you need to define the most important things you’re trying to achieve. Do you intend to attract new clients? Would you rather hope to reward your loyal customers? Is the merchandise aimed at reminding your customers about your business, so that they can remember you easier in the future?

Once you have set your measurable and specific goals, you can go ahead and develop the right copy that would enable you to reach these goals. This may also help you choose the most appropriate materials, whether it be small personalised lead pencils or large branded tote bags.

Who Is Your Target Audience?

In order to choose the right messages and the types of merchandise to use, you have to get to know your target audience. Messages that strike a chord with young, dynamic athletes may not be as relevant to elderly people or business professionals.

Understanding who your core customers are, what they need and what kind of messages they find the most appealing will help you produce highly effective materials.

You should always start by identifying the biggest needs of your core target consumers and then figure out how your product or service can address these needs. You need to find the best way to put all these into words, in order for these people to understand that you can offer them a viable solution, perhaps the best one. By doing this, you’ll benefit from better personal connections with your customers, for the benefit of all parties involved.

When Should You Give Out Your Corporate Merchandise?

By distributing your corporate merchandise at the wrong moment, you can easily do more harm than good.

Most companies prefer to reach out to their potential customers during various industry events such as conferences and trade shows. If you choose this way, you should craft simple and effective messages, able to make a big impact on your target audience. The best example could be a promotional pen branded with your company name and with your logo, together with your contact details. If space allows, you may want to include your unique selling proposition, as well.

How to Choose Your Promotional Messages?

If you understand the needs and the behaviour of your target audience, you’ll be able to choose the best messages to cater to these people by offering them the solution to their problem. You have to clearly communicate that you have the answer to their need.

This is why you have to be specific right off the bat. Address the specific concern that may entice these people to buy your products. Your value proposition printed out on your corporate merchandise materials will act as a permanent reminder.

If you are specific in this communication, you have better chances to enjoy positive results.

How to Fit Your Messages to Your Merchandise

It’s always important to think about how your messaging will fit the chosen merchandise. The basic rule is that the smaller your product, the less you’ll need to fit on it.

If you have a short and actionable message, you may use it on a promotional keyring. However, if you need to communicate more than a couple of words, you may have to consider larger items. For instance, you may want to choose promotional shopping bags as they offer plenty of space for all types of messages and visuals. In addition, such materials will offer you additional free exposure each and every time their users will walk around with it around their neighbourhood.