The holy grail of branded merch

It’s really humbling when someone unsubscribes to your newsletter.

Anyway, that was completely unrelated to what I want to share today. But I did lose a subscriber this week, so it felt right to share. 🙃 

This week I returned from Southern CA. I was officiating my sister’s (and new brother’s!) wedding. It was fun. It was my first time officiating and I really had no idea what I was doing. But I got some laughs and the bride and groom appreciated it, so hey, go me. Turns out I did know something. I’m not all that cringe after all.

Been thinking about and working on swag a lot at work this week, which brings me to a topic I love talking about. Let’s jump in.

I have what I call, the holy grail of swag. Three items that I think every merch store should have as part of its inventory. Without these items, the store feels incomplete. As a Community Marketer, these items are practical, approachable, memorable, and spark joy. My holy grail / top 3 swag items are as follows:

• Stickers: Easy to produce, low cost, lightweight, and they work for virtually every audience. You can throw them into envelopes, hand them out at booths, or include them in product shipments without worrying about sizing, breakage, or shipping costs. Also—they’re conversation starters! It’s a small indication of shared interest. Side note: the millennial in me looooves a good sticker. I still put them on my laptops and Nalgene water bottle. (I heard that vibe is going out of style though. Is it??? Dang I’m old).

• (Lapel/Enamel) Pins: A well-designed pin feels like a real keepsake. People tend to hold onto them much longer than most swag, which gives the brand a lasting presence. Pins elevate your brand, and they signal craftsmanship and intention. What I love most, they turn people into ambassadors—when someone wears a pin on a jacket, bag, hat, or lanyard, it becomes a badge—an opt-in sign of brand affinity or belonging. And you know what; I’d also argue that people see it as more of a high-value item, so it’s probably seen less as “swag” and more as a gift. (Maybe the two are interchangeable, but in any case, I definitely see pins as more of a high value item).

• Socks: Socks see regular, practical use. We know this. So it would be a hard miss IMO if your store didn’t include socks. They also have big novelty appeal. I love wearing quirky, custom-designed socks. It’s subtle enough but makes a statement.

These three items, while simple, make a lasting impact. They’re also all small items, relatively speaking, so if you’re someone who is on the road a lot, these items are usually pretty easy to travel with. And the combination of these three items feels both playful and thoughtful, giving recipients a memorable experience and multiple touch points with your brand.

If you had your own ‘holy grail’ of swag, what would it consist of?

Thanks for reading and for being here. I don’t take for granted that you care what I have to say. Or even if you don’t care, and you’re still here; thanks for being a fan anyway. ❣️

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