The Merriam-Webster simple definition of the word program is “a plan of things that are done to achieve a specific result”. That definition, though broad, provides the starting point for every discussion around a corporate logo merchandise program.
Most corporate marketing departments recognize the need for branded merchandise and the value it brings as an important part of every campaign. Product giveaways with a well-executed logo decoration help to build brand awareness and stronger relationships with the audience. And when those products are viewed as part of the larger marketing plan; considered and discussed at the same time the team is outlining the campaign goals; and delivered in tandem with an event or a specific initiative, that’s when the program is born.
Logo merchandise programs vary in size, scope and budget. A program for a company that has an ongoing need for easy access and ready availability of product in quantities as low as one piece would normally be managed as an on-line company store. However, that company may also have a need for a workplace safety program that is separate from the company store, and a tradeshow/event program that allows for drop-shipping larger quantities of giveaways directly to the event site, without depleting the stock in the fulfillment program. One logo merchandise program is seldom enough for these larger companies.
However, absent of the need for a formal stocked merchandise program, almost every company can still benefit from identifying the types of logo merchandise programs that will support their marketing campaigns. For example:
- Direct Mail Campaigns
- Employee Appreciation Program
- Community Outreach Program
- Recruiting Program
- Eco Awareness Program
- Sales Incentive Program
- New Product Launch
- Executive/Key Account Gift Program
If we follow along with the Merriam-Webster definition of the word program, a logo merchandise program is your plan of things that are done to achieve your specific result. So the task of the marketing team is to identify the type of program needed; source, evaluate and integrate the right logo products; and execute the plan. The results will follow!