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Today, the ability to stand out is essential in an environment characterized by fierce competition. Utilized correctly, promotional wear can be quite a powerful marketing tool. This blog post takes a closer look at how branded attire can significantly enhance the visibility of your brand, and why it should be a non-negotiable part of your marketing strategy.
Promotional wear, also referred to as branded apparel, is clothing that has been printed with a company logo, slogan, or other design elements. It can take the form of casual promotional items, such as t-shirts and caps, to more upscale products, like jackets and accessories. The idea is that these items become walking billboards; when people wear them, they are essentially advocating for the brand.
It is within the act of adorning oneself with promotional attire that the power of psychology is engaged, binding the buyer to the brand. This act has the effect that the consumer subconsciously links themselves to the very foundation of the identity and values that the brand represents, effectively creating a sense of belonging, which translates into brand loyalty. Furthermore, research has shown that even subliminal exposure to a brand logo or message, strengthens the brand identity and recall.
Promotional apparel comes in various forms; each category serves a different purpose, including:
Including promotional clothing in your marketing plan can offer a number of advantages:
To get the best results from your promotional wear campaign:
As much as marketers and entrepreneurs want a clean-cut formula to determine the exact ROI of promotional apparel, it doesn’t exist. But there are ways to get closer to understanding the impact of branded apparel:
Google – “Be Together. Not the Same” campaign for Android: Google handed out over 100,000 collectible pins at events. This generated excitement and encouraged people to swap.
Nike – “Just Do It” Apparel : Nike used its catchy slogan “Just Do It” and placed it on sportswear to make their customer’s brand ambassadors and reinforce the iconic brand message.
Promotional apparel rewards are many, however, there are potential barriers to keep in mind, including but not limited to the following:
Branded wearable merchandise isn’t going anywhere, and if anything it will increase, depending on consumer habits and technological advancements.
Promotional apparel is a highly effective approach for raising brand visibility. Transforming everyday objects into statements for your company is a way for companies to create lasting impressions. Creatively employed, a promotional wear campaign can increase brand visibility, promote consumer loyalty, and embody a sense of community around your company.
As we continue to grow more digital, the physicality of promotional apparel sets advantages apart. It offers a tangible presence of your business that cannot be matched by online promotion. Consumer perception is that your company is thoughtful and has an actual stake in creating not only branded items, but also brand ambassadors and community for your company, when businesses spend in a highly crafted promotional campaign.
Remember, the success formula is defining the target audience, maintaining quality, and integrating your promotional wear program as a part of the bigger promotional activity. If implemented with these in place, promotional apparel will scale your brand’s reach to heights that were previously unimaginable.