Whether you call it merch, swag, or promo, promotional products are not supposed to be an extra piece of junk; In fact, they’re one of the most powerful tools in marketing.
According to the Advertising Specialty Institute (ASI), promotional products rank as the top form of advertising preference among men and women of all ages. 81% of people who receive promotional products keep them for over a year (Totally Promotional), and 77% of consumers say the usefulness of a promo item is the main reason they hang onto it (Gitnux).
If you’re new to selecting swag for your company, don’t stress — here’s a beginner-friendly checklist that will help you choose the perfect products for your brand and audience.
*PLUS scroll all the way down for a free downloadable promotional product buying checklist!
The Beginner's Guide to Choosing Company Swag: Your Checklist
1. Who is your audience/recipient(s)?
Are you targeting employees, clients, prospects, event attendees, or partners? Tailor your promo products to their preferences and needs.
Are you targeting employees, clients, prospects, event attendees, or partners? Tailor your promo products to their preferences and needs.
2. What industry is your audience in?
A financial advising company should not be given the same promotional product as a company in the education or healthcare industry.
A financial advising company should not be given the same promotional product as a company in the education or healthcare industry.
3. What categories of products make sense for your audience?
Consider what items will genuinely enhance your recipients’ lives. Usefulness is the primary factor in determining which promotional items are kept or discarded. Prevent your company’s promotions from ending up in the trash!
Consider what items will genuinely enhance your recipients’ lives. Usefulness is the primary factor in determining which promotional items are kept or discarded. Prevent your company’s promotions from ending up in the trash!
4. How many promotional product pieces do you need?
Knowing your quantity helps plan your budget and timeline accurately.
Knowing your quantity helps plan your budget and timeline accurately.
5. What day do you need the promo products in hand by?
Be sure to allow ample lead time for production, customization, and shipping, particularly during busy seasons such as the new year or the holidays. To ensure you have your final product in hand when you need it, start researching potential items to print your logo on several months in advance.
Be sure to allow ample lead time for production, customization, and shipping, particularly during busy seasons such as the new year or the holidays. To ensure you have your final product in hand when you need it, start researching potential items to print your logo on several months in advance.
6. What colors, designs, or logos do you want used on the product?
Keep your brand colors in mind and consider trending styles or complementary colors to make your items stand out and be more relevant to the recipient.
Keep your brand colors in mind and consider trending styles or complementary colors to make your items stand out and be more relevant to the recipient.
7. Where/How will you distribute the promo products?
Will you hand them out at a specific event, ship them to clients in branded boxes, include them in employee onboarding kits, or use them as thank-you gifts? Note your distribution method early to prevent any last-minute distribution issues.
Will you hand them out at a specific event, ship them to clients in branded boxes, include them in employee onboarding kits, or use them as thank-you gifts? Note your distribution method early to prevent any last-minute distribution issues.
8. Do the promo products need final packaging?
Presentation matters. A branded box, tissue paper, or gift bag can turn a simple giveaway into a memorable experience. By figuring out the final presentation of your company’s promo product early, you will avoid last-minute packaging needs.
Presentation matters. A branded box, tissue paper, or gift bag can turn a simple giveaway into a memorable experience. By figuring out the final presentation of your company’s promo product early, you will avoid last-minute packaging needs.
9. What is your budget?
Set a realistic budget early, and don’t forget to account for possible artwork design fees, account setup costs, packaging, and shipping.
Set a realistic budget early, and don’t forget to account for possible artwork design fees, account setup costs, packaging, and shipping.
10. Find a distributor.
Work with a trusted promotional product distributor who can help guide you through final product selection, customization, and logistics. If you come into a promo distributor knowing your audience, preferred product category, budget, and timeline, you should have a smooth promo ordering process!
Work with a trusted promotional product distributor who can help guide you through final product selection, customization, and logistics. If you come into a promo distributor knowing your audience, preferred product category, budget, and timeline, you should have a smooth promo ordering process!
Product Matters Most of All.
It can be overwhelming looking at a promotional product distributor or wholesaler website. Think of any product category, and I bet there is a promotional product variation. Instead of getting lost in the options, stay focused on what truly matters: choosing quality, on-brand, recipient-targeted items that are useful to your audience. When done right, the right piece of swag won’t just be kept — it will be used, remembered, and talked about. That’s the power of great promo.
