Corporate Merchandise: A Guide to Striking the Correct Chord

Corporate merchandise can assist a person in achieving many goals in their company, including promotion of brand awareness, encouraging consumer loyalty and the assistance in the definition of the company’s brand identity. However, for promotional merchandise to be successful, it is essential that the product branding ties in with the merchandising messaging which must accurately represent you; therefore, striking the right chord with consumers. This can assist with positive engagement with a target audience and achievement of promotional objectives. Below are some considerations to make to ensure that the corporate merchandising is successful.

1. What Is the Company Trying to Achieve?

In order to pick the correct type of message for your merchandise, it is important that you are aware of what you are attempting to achieve. Is the primary goal attracting new customers or rewarding existing customers? Will the merchandise be an active reminder of the business so consumers are more likely to return to you in the future for services?

When the company’s goals have been adequately defined, they can be attributed to the company’s promotional merchandise. Of course, it is important to consider what you wish to include in the message to assist in achieving the goals, and this will be beneficial in guiding you to the choice of corporate merchandise.

2. Being Aware of the Target Audience

When it comes to choosing both the messaging from the company and the types of corporate merchandise, it is essential that you are aware of your ideal target audience. For example, a sports bottle is the ideal promotional item for fitness or sports businesses; however, they may not be as effective for law firms.

It is important that you understand the ideal consumer market because different customers will present with different needs. By identifying the customer’s needs, it is possible to find the best engagement methods and produce a carefully tailored message to address the needs.

Consider the customer’s major pain points and service concerns. Is it possible to offer services that address the issues and how can these services be incorporated into the merchandise messaging? By taking these factors into account, your company will be able to connect more effectively with target customers creating a larger and more successful impact.

3. When to Offer the Corporate Merchandise

There are various times when a company will typically present corporate merchandise to customers, and the occasion can greatly influence the messaging and merchandise choice.

For example, industry events such as conferences or trade shows are the most common options when reaching out to potential customers and promoting brand awareness. The message you will wish to create at these events should be bold, while still simplistic. Bold and simple improves the impact of the message and ensures you stand out from the rival companies. This could be as simple as a promotional pen with the corporation’s name, contact details and key values.

4. Deciding on the Promotional Message

When you have identified the ideal target market and the message you need to effectively engage, the next item to consider is how to clearly define the consumer’s needs as well as how these needs can be met by your services. This is what the messaging must communicate.

A message on corporate merchandise needs to address the customer’s concerns immediately, as this will increase the likelihood of them returning to you as a customer. A value proposition available on the merchandise will typically act as a reminder of this message to meet their needs. If the message covers client concerns, it is likely that the company will see more effective long-term results.

5. Altering the Messaging to Suit the Corporate Merchandise

One factor that should always be considered is how the message will fit onto the chosen corporate merchandise. Basically, the smaller the item, the less you can place on the merchandise.

If you are presenting with a short message, it is possible to use a small merchandise item; however, if you are looking to communicate a larger message, it would be better to opt for a larger alternative. Examples of larger options can include promotional tote bags or shopping bags.