How to Use Branded Merchandise at Corporate Events

 


A corporate event provides a company the opportunity to meet face-to-face with its employees, customers, partners, prospects and industry professionals. Branded merchandise can add an additional layer to the experience. 

Presentations, networking sessions and activities are key elements of an event. When chosen carefully, branded merchandise can help to create brand awareness, create lasting memories and leave attendees with a tangible reminder of the event.

But you can't just slap a logo on a product. Good corporate swag should be appropriate for the occasion, useful to the recipient, and in line with the brand. Here are some tips to help companies maximize branded merchandise at corporate events.

1. OBJECTIVE OF THE EVENT

1.1 BEGIN WITH THE EVENT PURPOSE

The business has to know the purpose of the event when buying merchandise. What works for a lead generation conference, might not work for an employee offsite, product launch or executive meeting. Product selection should be based on the event objective with merchandise supporting the overall event strategy and not an afterthought.

2. CHOOSE THE RIGHT PRODUCTS FOR YOUR TARGET MARKET

The audience should have a big say in what kind of merchandise is, and the quality. Companies need to consider who the products are for, how they are likely to be used and what would make the item meaningful. 

Employees are sure to appreciate backpacks, notebooks, drinkware, apparel, wellness products or desk accessories. 

Clients and business partners may want premium stationery, technology accessories, travel products or curated gift packages. You want to give your recipients something they really want to keep and use.

3. MAKE A GOOD FIRST IMPRESSION WITH YOUR MERCHANDISE

Branded merchandise can be incorporated into the attendee experience from the moment guests arrive. Welcome kits can include essentials like event badges, notebooks, pens, bottles, tote bags and event guides. Putting these items together creates a more professional, organized experience and creates multiple touch points for attendees to connect with the brand. Branded tote bags and backpacks are also great for larger conferences because they’ll be seen as people walk around the venue.

4. EVENT EXPERIENCE MERCHANDISE

You don’t have to be giving away merchandise left and right. Companies can use it for activities and engagement opportunities by handing out branded products as prizes for taking quizzes, attending workshops, visiting booths or networking activities. This makes the merchandise feel like a reward rather than simply an advertisement. Guests also could visit interactive merchandise stations to select products, customize select items or create their own event kits.

5. UTILIZE MERCHANDISE TO HELP PROMOTE YOUR BRAND

One of the biggest positives of branded merchandise is the opportunity to extend a brand’s reach well beyond the event. Bags, clothing, bottles, umbrellas, notebooks and technology accessories are all items that will keep a company’s identity visible long after the event is over. But branding must be classy. Sometimes a big logo isn’t needed. Good design and quality materials, combined with low-key branding, can make the products more attractive and the chance that recipients will use them often higher.

6. CREATE EXCLUSIVE EVENT MERCHANDISE

Special edition merchandise can help give an event a unique, memorable feel. The products may bear the name of the event, the year, the theme, the slogan of the campaign or a special design created for the event. It can be very helpful for conferences, anniversaries, product launches, milestone celebrations etc. People are more apt to keep merchandise if it’s tied to a certain experience.

7. SOURCE SUSTAINABLE PRODUCT SOLUTIONS

The corporate merchandise needs to be designed with sustainability as well. They can opt to buy products that are reused and responsibly sourced, not just products because they are cheap. Reusable bottles, bags made from recycled materials, sustainable stationery, plantable products and durable apparel all provide practical benefits and help to support a more environmentally responsible event strategy. Another easy way to make the merchandise experience a little more sustainable is to cut back on excessive packaging.

8. PERSONALIZE MERCHANDISE WHERE POSSIBLE

Personalization elevates corporate swag to a more thoughtful level. Depending on the size of the event, businesses can include names of attendees, team names, departments or even personalized messages. Smaller events may use individual customization to encourage a stronger one-on-one connection. For bigger events you can book custom gifts for selected VIPs, speakers, employees or key business partners.

9. MERCHANDISE ENGAGEMENT AFTER THE EVENT

The relationship you build with attendees doesn't have to end when your event is over. Handy merchandise can help keep the brand and even the event top of mind for recipients. For example a thank you package post conference could be a useful branded item with a personalized note. Businesses can even put QR codes on certain merchandise that send recipients to event resources, product details, surveys or sign-ups for future events. It bridges physical goods and digital interaction.

10. PURCHASING AND DISTRIBUTION PLAN

Good planning and logistics are essential for successful merchandise campaigns. Businesses need to know well in advance of the event, the quantities, designs, sizes, who is receiving the gifts, packaging requirements and delivery schedules. Working with an experienced corporate merchandising partner can make large corporate events much easier by helping with sourcing, customizing, quality control, packaging and distribution. Ordering early gives you time to fix production problems and make necessary changes before the event.

CONCLUSION

Branded merchandise for corporate events is so much more than just slapping a company logo onto promotional products. The right product can be incorporated into the whole event experience, from welcome kits and attendee rewards to sustainable gifts and post-event engagement.

The trick is to think of utility, relevance, quality and smart branding. When chosen with the audience and purpose of the event in mind, merchandise can increase brand awareness, drive engagement and ensure attendees remember the event long after it’s over.

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