Today, custom swag has now become a staple of brand-building, but this practice is first traced back to the late 19th century in the United States. The first recorded use of promotional products is credited to a printer named Jasper Meek, who is often considered the “father of promotional products.” In 1886, Meek partnered with a local shoe store in Coshocton, Ohio, to print the store’s logo on burlap school bags, which were then distributed to schoolchildren. This early form of custom merchandise aimed to generate awareness and attract new business to the store.
Soon after, other businesses followed suit and by the early 20th century, promotional products had become a standard marketing practice, and the use of such items steadily grew; especially as trade shows and corporate events took off as marketing channels in the mid-20th century.
Though what started as a novelty has now become an expectation. Companies of all sizes use swag not just to promote awareness, but to build upon brand loyalty and create personal connections. However, as it’s evolved from a simple giveaway to a strategic tool, effective management for these types of items has become more complex—this is where swag management software and marketing automation from DemandBridge, plays a crucial role.
Why Custom Swag Matters for Brand Loyalty
Custom merchandise provides a tangible, lasting connection to your brand. No matter what items you may choose, having quality branded merch that your clients and prospects will actually use and use often keeps your company top-of-mind. And the better the swag, the more likely recipients will boast to others about it, making for brand advocacy as they showcase what they got to others and encouraging foot traffic at in-person events.
This goes the same for when such merch is used in direct mail campaigns too, with visibility gained through word of mouth at the office, things held up on a Zoom call, or a message through Slack or Teams. But, for this to ring true and be the end result, marketers and business owners must manage swag efficiently, and ensure that the right products reach the right people at the right time.
The Role of Swag Management Software
The DemandBridge software suite offers powerful tools to streamline the distribution process, allowing businesses to manage orders, inventory, and shipping seamlessly. Swag management platforms like DB Commerce for enterprise or EQ Commerce for small to mid-sized organizations simplifies workflows and provides real-time visibility, ensuring companies can execute successful campaigns that build brand loyalty. Here’s how DemandBridge’s solutions like these can help:
- Centralized Inventory Management: Keeping track of various items, sizes, and more can be overwhelming, especially when dealing with multiple locations, events, or employees. With DemandBridge, businesses can centralize their inventory management, offering an accurate overview of all available products at all times. This ensures that merchandise is available when needed and reduces over-ordering or stockouts for company swag stores and more.
- Automated Fulfillment and Distribution: One of the major benefits of the DemandBridge platform is the ability to automate the fulfillment and distribution process. Whether you’re sending swag to employees across different satellite offices or to prospects or customers across the country, our system automates the entire workflow from start to finish. From the moment an order is placed, swag is picked, packed, and shipped without manual intervention.
- Data-Driven Decision Making: Our swag management software provides insightful analytics that you wouldn’t otherwise get with traditional, manual processes in place, helping users make more informed business decisions. By tracking order patterns, user engagement, and inventory stats, businesses can refine their swag strategy to align with preferences and trends. For example, identifying which items are most popular allows companies to focus on the merchandise that delivers the best ROI, and replace less popular items with those will.
- Cost Efficiency and Scalability: As companies grow, managing merch at scale becomes increasingly more complex. DemandBridge’s swag management software allows businesses to grow their distribution without increasing costs. Automating tasks like ordering, shipping, and inventory management significantly reduces the manual effort required, enabling businesses to scale effectively while seeing the big picture and controlling costs.
Best Practices for Building Brand Loyalty with Custom Swag
To maximize the impact of custom swag on brand loyalty, consider:
- Aligning Swag with Your Brand Values: Beyond just the quality, the types of items you choose reflect your brand’s values and makes an impression on your audience. Sustainable products, for example, can send a positive message about environmental responsibility, while others like tech gadgets or wellness-related items can demonstrate a focus on innovation, health, and well-being.
- Deliver High-Quality Items: As we’ve discussed, quality matters. It pays to not be cheap! With so many vendors and suppliers available today to choose from, the possibilities are endless for durable, well-designed products that people will actually want to use.
- Use Swag as a Reward: Reward loyal customers, top-performing employees, or trade show attendees that enter a raffle or sit for a demo with high-value or hard-to-get swag. Exclusive items make recipients feel special, appreciated, and create positive brand associations.
- Keep the Experience Consistent: Ensure the swag experience reflects the same professionalism and attention to detail as other brand touchpoints. Everything from packaging to delivery should maintain high standards across the board.
Conclusion
Custom merch remains a powerful tool for building brand loyalty, and with swag management software from DemandBridge, businesses can unlock the full potential of branded items and more. By centralizing inventory, automating fulfillment & distribution, and utilizing data-driven insights, companies can execute successful marketing campaigns that foster lasting connections with customers, prospects, and employees alike. Learn more about DB Commerce and EQ Commerce now or contact us to discuss the right solution for your individual business needs.
