Engaging posts. Short-form video. Paid digital campaigns. Catchy billboards. These are a few of the puzzle pieces of a great marketing strategy, but there’s one piece that even experienced companies miss or undervalue: branded merchandise.

How can swag increase your exposure, grow your following, and build your brand? Here’s how to get real return on investment from branded merchandise.

Get (almost) free attention

Branded swag costs something to create, but there are genuinely affordable options for every goal. If you’re new to branded merchandise, start small. Small doesn’t mean low-impact.

Hand swag to customers who walk into your store, or drop a branded item into an online order shipment, and you’ve bought ongoing attention for the price of a small item. Stickers, pens, lip balm, and totes are budget-friendly options that give customers that little hit of an unexpected freebie: items they’ll carry and display at no further cost to you. Pair the freebie with great service and some customers will go post about the experience, which is also free. (The shipment insert works even better when the package itself impresses; see why packaging matters.)

Influencer swag marketing

Speaking of social media: influencer marketing has grown from a niche line item into a multi-billion-dollar industry (opens in a new tab), and merchandise is one of the cheapest ways to participate. You can pay influencers for a placement, or simply send your branded swag for free. Not everyone who receives it will post, but your visibility grows either way. Consider sending higher-end merchandise to bloggers, journalists, and influencers with nothing but a card inviting them to enjoy the gift; you never know when your brand shows up in an article or a post.

Consider your marketing swag picks

Like every part of your marketing strategy, the merchandise should be aligned with your goals. To drive attention, be original. Even seemingly ordinary products (water bottles, socks, hats, journals, sweatshirts) can be repackaged, rebranded, or rewrapped with a twist that makes an impression. If you’re picking products for a specific event or campaign, our guide to running a successful swag giveaway covers matching the item to the goal.

There’s a lot you can do with swag, and all of it can extend your marketing and put you in front of new customers. Ready to fold branded merchandise into your marketing? Tell us your goals and we’ll help you put together something one-of-a-kind.