Merchandising is one tool in the marketing arsenal that is sometimes overlooked – which is unfortunate, given its high-value means of making an impact. When used successfully, merchandising can establish a powerful, personal and long-lasting experience between a brand and the consumer.
Merchandise, when done well, creates an emotional link between brand and customer allowing a business to convey their vision and message to the world via their loyal customer base rather than traditional media.
Perhaps now more than any other time in marketing history, it is critical for brands to not just personalize their communications to their target audiences, but to personalize their selling experiences as well; merchandising allows you to do this effectively in a customer friendly way – everyone likes to get something for nothing, and giving a t-shirt away with every purchase over $50, for example, is a great way to increase sales and advertising reach in one go.
A stubby cooler at a BBQ, a jogging t-shirt, a cap, a mug in the office kitchen, or the ‘traditional’ pen used so sign contracts or cheques. Whatever you choose to carry your brand, it provides you with an outlet to get your name in front of a wider audience without a ‘hard-sell’ feel.
It’s not just large corporations like McDonalds and Amazon that can benefit from merchandising, small firms can too.
You can use it to achieve specific objectives such as encouraging people to visit your shop or office, or to raise awareness about a newly-launched product or service, no matter how big or small your business is, merchandising is one marketing tool that should never be left on the shelf.