“What's popular?” is the wrong question

“I need to buy some branded merch, what’s the latest and greatest?”

This is probably the most common inquiry I get via email, phone, Zoom or even via text from my clients.

Sometimes when there's a popular trend or two, the answer is easy to spit out:

• Vacuum-insulated drinkware (think Hydroflask, Klean Kanteen etc)

• Sustainably-produced apparel (with recycled polyester content)

• Blankets (comfy is in!)

• Bags made from recycled water bottles (saved from the ocean)

• Insulated cooler bags (like those thick, pliable Yeti-coolers)

 But the “latest and greatest” question is really the wrong question.

 “What is the best product to market MY product or service to MY target audience?” is the question you should be asking when you make a branded merch purchase.

• If you are a software as a service (SaaS) company that charges $100’s of dollars a month, then a fidget spinner is likely the wrong item to gift at the end of a prospect meeting.

• If you are a heavy-equipment manufacturer that sells machinery for $20k+, then a Pop Socket is likely the wrong product to hand out to qualified leads at your tradeshow booth.

• If you are a law firm that specializes in intellectual property (IP) and bills your clients $450/hour, then a reusable straw is likely the wrong client gift.

When you make your next branded merchandise purchase, please share your marketing objective, target audience and your desired “vibe” with a seasoned branded merch expert.

 If you do, they will recommend a product that is memorable, functional (and stealable!) and best tells your brand story!

 And sometimes - it might just be the “latest and greatest”.