Creating Unforgettable Experiences: Effective Event Branding Merchandising Strategies

Now, think about it – how many times do these items end up in the trash, forgotten in a jacket pocket, or lost at the bottom of a purse?

We know the answer – too many times.

If done right, branded merchandise can not only increase brand awareness but also ensure continued consumer engagement after the event is over.

So, as a brand, how can you maximize the impact of your promotional giveaways?

The importance of branded goods

Branded merchandise is more than just a freebie. It is a tangible reminder of a brand’s existence and can be a powerful tool for building connections with consumers. For merchandise to provide lasting value, it must be attractive, useful and relevant to the consumer’s lifestyle.

When choosing your next branded item, consider the following:

1. Cultural relevance

Cultural relevance is crucial in determining the effectiveness of a brand’s merchandise. According to a 2023 study by the Promotional Products Association International (PPAI), 79% of consumers are more likely to retain a promotional product if it is relevant to their culture. Brands must consider the cultural background and interests of their target audience when selecting promotional items.

example: Castle LagerA South African beer brand created custom Zulu beaded bottle openers and distributed them during a local cultural festival. These bottle openers resonated with the locals and were highly valued by the recipients, reinforcing the brand’s connection to its cultural roots.

2. Timing

The timing of a giveaway can significantly impact its acceptance and perceived value. Tying a giveaway to a specific season or event can enhance its relevance. According to a 2024 Event Marketing Institute report, 67% of consumers are more likely to keep a branded item if it is offered during a relevant occasion.

Example: During the COVID-19 pandemic, many brands pivoted to offering products like branded masks and hand sanitizer to meet urgent consumer needs and increase their relevance and responsiveness to global health issues.

3. Emotional connection

Creating an emotional connection through branded merchandise can improve retention. Harvard Business Review states that emotional brands can increase consumer loyalty by 52%. Items that evoke positive emotions or personal memories can turn a simple giveaway into a treasured keepsake. For example, a notebook with a personalized motivational quote can appeal to consumers on an emotional level, encouraging them to use it regularly.

For example: In the year Cape Town Jazz Festival, Coca Cola Partnering with a South African charity, the festival distributed reusable cups featuring artworks of local underprivileged artists. Each cup contained a QR code linking to the artist’s story, creating an emotional connection between festival goers and the artists. This initiative not only supported local talent, but also provided festival attendees with a memorable and meaningful souvenir.

4. Consumer confidence

Understanding consumer sentiment is essential to ensuring the effectiveness of a brand’s merchandising. Consumers are more likely to retain merchandise that reflects their values ​​and beliefs. A 2022 survey by the Advertising Professionals Institute (ASI) found that 83% of millennials prefer brands that align with their personal values. Brands should regularly conduct sentiment analysis to tailor their merchandising to reflect their audience’s current mindset.

For example: During Earth Day, South African fashion retailers Mr. Price Free reusable tote bags made from recycled materials are provided to customers who participate in in-store recycling activities. This initiative not only promotes sustainability, but also encourages consumers to participate in environmental protection efforts to meet the growing demand for environmentally friendly products.

5. Practicality

Practicality is probably one of the most important factors in determining whether a branded item is used or thrown away. Items that serve a functional role in consumers’ daily lives are less likely to be thrown away. PPAI research shows that 89% of consumers will keep promotional products that are useful to them. This includes items such as USB drives, phone chargers or kitchen utensils.

example: Samsung At a technology summit, Samsung distributed free portable phone chargers to attendees. Embossed with the Samsung logo, these chargers provided a convenient way to keep devices charged throughout the event and ready for immediate use, ensuring that the Samsung brand remained visible and useful long after the event.

6. Exclusivity

Offering exclusive merchandise can increase its perceived value and appeal. Consumers often like to feel special or part of a certain group. Limited-edition items can create a sense of exclusivity and urgency, prompting consumers to reserve them. The Event Marketing Association reports that 62% of consumers feel more positively about brands that offer exclusive event merchandise.

For example: When launching a new line of sports shoes, Adidas A limited number of exclusive laces made from recycled ocean plastic will be provided free to early access participants. Each pair of laces is uniquely designed and available only at the launch, making them a coveted item for sneakerheads and underscoring adidas’ commitment to sustainability.

7. Novelty

Novelty items can grab consumers’ attention and spark conversation. Unique or innovative products can leave a lasting impression and create a buzz. According to ASI, 74% of consumers can recall the brand of a promotional item they considered unique. This can include tech products or items with unusual designs or features.

For example: At a product launch, LEGO Providing participants with limited-edition customizable LEGO figures that they could personalize with different accessories and clothing, this creative and interactive giveaway encouraged participants to share their creations on social media, expanding LEGO’s reach and engagement.

8. Nostalgia

Nostalgia is a powerful marketing tool that can evoke fond memories and emotional connections. Branded merchandise that taps into nostalgia can resonate deeply with consumers, making them more likely to keep and use the product. A 2023 Nielsen study showed that 66% of consumers like products that remind them of the past. Incorporating a retro design or theme can enhance the emotional value of promotional items.

example: Disney+ Collectible pins, each featuring a classic character from one of Disney’s early films, are offered free of charge at some Disney theme parks and stores in the U.S. These pins are not only sought after by collectors, but also remind visitors of their favorite childhood movies, attract more people to theme parks, and strengthen their emotional connection with the Disney and Disney+ brands.

9. Zoom in

While handing out free merchandise at events can be effective in attracting consumers, developing a strategy for who receives those merchandise can greatly enhance its impact. By targeting influencers, celebrities, or individuals with large social media followings, brands can leverage their influence to amplify the visibility and appeal of their merchandise. According to Influencer Marketing Hub, businesses earn an average of $5.20 in revenue for every $1 spent on influencer marketing, highlighting the effectiveness of leveraging influencers to expand brand reach.

example: GlossinessInternational beauty brands often send new products to influencers with large followings on platforms like Instagram. The brand’s strategy of focusing on influencers who embody the brand’s aesthetic and values ​​has helped them gain widespread recognition and demand.

Here are a few of our favorite examples:

International examples:

Carmex Brand keychain activity

Popular lip balm brand Carmex launched a campaign in Australia where they gave away branded keychains to influencers. These keychains were designed to hold a tube of Carmex lip balm, ensuring that the user would not lose it before it was all gone. The keychain included a lid attachment that allowed the consumer to twist the lip balm bottle and access it at any time. Initially, these keychains were distributed exclusively to influencers, creating a false sense of exclusivity and desirability. This strategic distribution encouraged social media sharing and greatly increased the reach of the campaign. Due to its popularity and demand, Carmex eventually made the keychains available for purchase on its website.

Stanley attends BST Hyde Park event in 2024

exist BST Festival in Hyde Park, StanleyThe brand, known for its durable outdoor products, opened a pop-up store that engaged festival attendees in interactive games. Attendees had the chance to win popular Stanley merchandise, such as the iconic Stanley Cup, branded tote bags and hats. In addition to the games, the event also featured fitness classes throughout the day, with participants receiving Stanley Cups as prizes. This approach not only promoted health and wellness, which was in line with attendees’ interests, but also increased brand awareness and engagement by encouraging participation and sharing on social media.

Local example:

Vuse Personalized Electronic Cigarette

In a recent event, Wusai Successfully attracted attendees, we as Trade routes An innovative personalization station was created where consumers could purchase their own e-cigarette and customize it using an iPad. This interactive experience allowed individuals to personalize their device with custom text, designs, or images, witnessing their product transform in real time. This strategy was highly successful as it fostered an emotional connection by allowing consumers to create a product that felt unique, thereby increasing brand loyalty. The uniqueness and novelty of the on-site customized e-cigarettes encouraged social media sharing, expanding Vuse’s reach beyond the event itself.

Robertson Centenary: An Introduction to Spice

To celebrate its 100th anniversary, Robertson By allowing individuals to create a personalised ‘spice profile’, Robertsons delivered a unique experience at various events and pop-up stores. With the help of our Tradeway promoters and mechanics, attendees selected their favourite spices which were then mixed by culinary experts to create a custom spice blend. By allowing attendees to create their own spice blend, Robertsons fostered an emotional connection, making the product feel personally meaningful. The opportunity to work with culinary experts added a sense of novelty and uniqueness, making the experience memorable. This interactive activity highlighted Robertsons’ expertise and history, while the practicality of the spice blends ensured continued engagement with the brand in the country.

Branded merchandise that is carefully selected and strategically distributed can significantly enhance brand activation and leave a lasting impression on consumers. By considering all of the above factors, brands can select merchandise that not only captures attention but also encourages ongoing engagement and brand loyalty.

Want to enhance your customers’ experience at your events?

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