By Ryan Berry | Level 2 Sportswear
The best branded merchandise is not necessarily the newest product, the lowest-priced item or the product with the biggest logo.
It is something the right person will actually use.
For businesses choosing promotional products in Calgary, that is the most important place to start. Before looking at products, think about who will receive them, where they will use them, what impression you want to make and what role the merchandise is supposed to play.
Get those decisions right and choosing the product becomes much easier.
What makes branded merchandise effective?
Effective branded merchandise usually does five things well:
- It is useful to the person receiving it.
- It fits the situation in which it is given.
- Its quality reflects the company putting its name on it.
- The branding works with the product rather than overwhelming it.
- It has a clear reason for being part of the program.
That sounds straightforward, but it is easy to skip these questions when there are thousands of promotional products available.
A better starting point is not, “What should we put our logo on?”
Start with, “Who are we trying to reach, and what would be useful to them?”
That one change can dramatically improve the quality of the decision.
1. Start with the person, not the product
Think about the recipient before opening a promotional products catalogue.
An employee working on a construction site has very different needs from an executive travelling between offices. A customer attending a golf tournament is in a different situation from a new employee receiving an onboarding package.
Ask:
- Who will receive this?
- What does their normal day look like?
- Where will they use the item?
- What do they already own?
- What would make their day slightly easier or better?
- Would they choose to use this if our logo was not on it?
That last question is particularly useful.
If the product has little value without your logo, adding the logo probably will not make it more valuable.
2. Decide what you want the merchandise to accomplish
Branded merchandise can serve very different purposes.
You might be trying to:
- thank an important customer
- recognize an employee
- outfit a field crew
- create a consistent corporate appearance
- attract attention at an event
- welcome a new employee
- support a safety program
- promote a new product or service
- equip employees for travel
- give salespeople something useful to leave behind
- strengthen company culture
- create more visibility for your brand
Those objectives should not all lead to the same product.
For example, something designed for broad distribution at a large event may need to be affordable, portable and immediately useful. A client appreciation gift can justify a higher investment because the audience is smaller and the relationship is more valuable.
The purpose should determine the product—not the other way around.
3. Set a quality floor before setting a budget ceiling
Budget matters. It should not be the only filter.
When a company starts by asking, “What can we get for the lowest price?” it often ends up comparing products that should never have made the shortlist.
Instead, decide on the minimum quality you are comfortable attaching your company name to.
Then work within that standard.
Sometimes this means buying fewer pieces. Sometimes it means selecting a simpler product of better quality. Sometimes it means spending more on a product that will be used repeatedly rather than less on something that will quickly be forgotten.
Your promotional merchandise becomes part of the way people experience your company.
The product does not need to be expensive. It should feel appropriate.
4. Match the product to where it will actually be used
Utility changes with the audience.
For field and trade employees
Consider products that can handle regular use:
- workwear
- jackets and hoodies
- caps
- durable bags
- quality drinkware
- safety-related apparel
- weather-appropriate gear
Durability matters more here than novelty.
For office and professional teams
Useful options can include:
- polos and quarter-zips
- jackets
- laptop bags and backpacks
- premium drinkware
- notebooks
- travel accessories
The objective is often to balance professionalism with something employees are comfortable using outside a formal uniform.
For customers and key relationships
Think about the recipient rather than simply increasing the price.
A well-chosen bag, jacket, drinkware item or useful travel product can make a stronger impression than an expensive gift that does not fit the person receiving it.
For events and trade shows
The temptation is to buy as many inexpensive items as possible.
A better question is what you want attendees to do with the merchandise after the event.
If it goes directly into a hotel-room garbage bin, the low unit cost did not make it inexpensive.
Consider whether one better product given to the right prospects could accomplish more than a large quantity handed to everyone walking past.
For employee onboarding and recognition
This is an area where branded merchandise can do more than advertise.
A coordinated onboarding package can help welcome a new employee into the organization. Service and safety awards can recognize accomplishments in a more tangible way.
The merchandise becomes part of the employee experience rather than simply another logoed item.
5. Give people something they are comfortable using
A company logo does not automatically make a product desirable.
This is especially important with corporate apparel and workwear.
The garment has to fit properly. The style has to work for the people receiving it. The fabric, weight and cut have to make sense for the environment.
Then the logo application has to complement the garment.
There are times for a large, visible logo. There are also situations where subtle embroidery, a tonal logo or a smaller placement creates something employees are much more likely to wear.
If the objective is repeated use, design for the person wearing the item—not just for maximum logo size.
6. Choose the right decoration method
The product and intended use should influence how the logo is applied.
Common decoration options include:
- embroidery
- screen printing
- heat transfer
- patches
- debossing
- engraving
- digital printing
There is no single method that is best for every project.
Embroidery can work extremely well on polos, jackets, caps and premium workwear. Screen printing can be effective for larger apparel runs. Patches can add character to caps and workwear. Engraving or debossing may create a more understated finish on certain gifts and accessories.
The important part is choosing the decoration after you understand the product, logo and intended use.
A good product can look disappointing with the wrong decoration.
7. Consider when and how the merchandise will be distributed
Distribution changes how merchandise is perceived.
The same product can feel very different when it is:
- waiting on a new employee’s desk
- presented as a service award
- mailed unexpectedly to a key client
- handed out at a trade show
- included in an event registration package
- distributed to an entire field crew
- given to customers after completing a major project
Think about the moment as well as the merchandise.
Good branded merchandise is often effective because the right product arrives at the right time.
8. Think beyond one order
Many companies approach promotional products one project at a time.
There can be advantages to thinking about the entire year instead.
Look at upcoming:
- employee onboarding
- recognition programs
- customer appreciation
- conferences
- golf tournaments
- summer events
- field requirements
- seasonal apparel
- holiday gifting
- recruiting
- sales campaigns
You may discover opportunities to use common products, branding standards or apparel across several programs.
It also creates more consistency.
Instead of five departments independently ordering five versions of a branded jacket, for example, the company can establish a core apparel program and add specific items when needed.
That is how promotional purchasing starts becoming a merchandise program.
What should you ask a promotional products supplier?
A good supplier should ask questions before recommending products.
At minimum, be prepared to discuss:
Who is receiving it?
Employees, customers, prospects and event attendees have different needs.
What is the occasion?
A trade show giveaway requires a different approach from a ten-year employee recognition gift.
How many do you need?
Quantity affects product availability, decoration options and pricing.
When do you need it?
Production and delivery timelines can eliminate otherwise good choices.
What is your budget?
A useful budget range helps narrow thousands of possible products into realistic choices.
What do you want the recipient to do with it?
Wear it, carry it, display it, use it at work, travel with it or simply remember the occasion.
A promotional partner who understands those answers can make much better recommendations.
What makes branded merchandise look cheap?
Price alone does not determine whether something looks inexpensive.
Common problems include:
- choosing the wrong product for the audience
- poor-quality garments
- oversized logos
- decoration that does not suit the material
- inconsistent brand colours
- products selected only because they were on sale
- trying to communicate too much on one item
- using trendy products that have little practical value
Simple products executed properly often look better than complicated products executed poorly.
Your logo should improve the product—not fight with it.
How far in advance should Calgary businesses order promotional products?
The safest answer is: as early as practical.
Timelines vary by product, supplier, decoration method, quantity and season. Inventory can also change quickly, particularly on popular apparel sizes, colours and seasonal products.
If you know an event date, employee launch, tournament or customer program is coming, start the conversation before you think you need to.
More time gives you more choices.
It also gives you time to review samples, confirm sizing, approve artwork and solve problems before they become emergencies.
How much should you spend on branded merchandise?
There is no universal amount that makes sense for every program.
Start with three factors:
- How important is the recipient or audience?
- How many people need to receive something?
- What outcome are you trying to create?
A company might appropriately spend very little per person on a large public event and considerably more on an employee milestone or important customer.
Instead of asking only, “What does each item cost?” ask:
“What level of product makes sense for this audience and this objective?”
That usually leads to a better budget discussion.
Is branded merchandise worth it?
It can be—when there is a clear reason behind it.
Merchandise is physical. People decide whether to keep it, use it, wear it or give it away.
That makes product selection important.
A useful jacket worn regularly by an employee, a travel bag used by a customer or quality drinkware sitting on someone’s desk has an opportunity to remain part of their routine.
A product nobody wants does not.
The objective should not be to distribute the greatest number of items.
It should be to put the right items in the right hands.
A better way to approach your next promotional project
You do not need to know exactly what product you want before contacting Level 2 Sportswear.
In fact, sometimes it is better if you don’t.
Tell us:
- who it is for
- what you are trying to accomplish
- how many you need
- when you need it
- approximately what you want to spend
Then we can work backwards from the objective.
If you already know what you want, we can help source it, decorate it and get it delivered.
If you don’t, we can help narrow the options.
Either way, the goal is the same:
Choose branded merchandise that represents your company properly and that people are actually happy to receive.
Planning a branded merchandise project in Calgary?
Talk to the team at Level 2 Sportswear about your next corporate apparel, workwear, promotional product, employee program, event or client gifting project.
You don’t need a product picked out before you call.
Start with the people, the purpose, the timeline and the budget.
Frequently Asked Questions
What are the best promotional products for a business?
There is no single best promotional product for every company. The best choice is useful to the intended recipient, appropriate to the occasion, consistent with your brand and suitable for your budget. Apparel, bags, drinkware, workwear and practical everyday products are often good starting categories because they can become part of a person’s normal routine.
How do I choose promotional products for employees?
Start with the employees’ work environment and daily needs. Field employees may value durable workwear, bags and drinkware, while office teams may prefer comfortable corporate apparel, jackets or travel accessories. Employee merchandise should be something people would willingly use even when they are not required to.
What is the difference between promotional products and branded merchandise?
The terms are often used interchangeably. Promotional products traditionally describe items carrying a company’s logo for marketing or promotion. Branded merchandise is a broader term that can include corporate apparel, employee merchandise, workwear, client gifts, event products and other physical items that represent a brand.
Should I choose cheaper promotional products so I can order more?
Not necessarily. Quantity should be determined by your audience and objective. In some situations broad distribution makes sense. In others, a smaller number of better products given to the right people can be more appropriate. Establish the quality level you are comfortable attaching your company name to before making the final decision.
How early should I order branded merchandise for an event?
Start as early as practical. Product availability, decoration, shipping, quantities and seasonal demand can all affect timing. Starting early also allows time for samples, artwork approvals and changes if your first choice is unavailable.
Can Level 2 Sportswear help if I don’t know what product I want?
Yes. Start by explaining who the merchandise is for, the purpose of the project, quantity, timeline and approximate budget. Level 2 can then help narrow the available options and recommend products suited to the project rather than requiring you to search through thousands of items yourself.
