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How to Create a Killer Promotional Merchandise Campaign

Updated: Aug 28, 2020

Branded merchandise presents a valuable way for you to connect with your customers, increase your brand awareness and improve your customer loyalty.

However, many people find it difficult to choose a branded product that is right for their customers or haven’t thought through the best way to use a product and as a result, struggle to execute a successful campaign.

To make things simple and straightforward for you, we’re going to guide you into creating a successful promotional merchandise campaign with this clear, concise approach.

1. What’s the purpose and goal of your campaign?

Arguably the most important element of any campaign is considering your end goal. Ask yourself why are you running a branded merchandise campaign? What results would you like to achieve for your business?

Your campaign goal could be any of the following:

- Increasing your brand awareness.

- Building your customer loyalty.

- Improving your customer service.

- Showcasing your new rebrand.

This is hardly a conclusive list, but it could help you identify the goals that align with your business.

Deciding on a campaign goal may seem difficult, but once you’re aware of the results that you want to achieve planning a successful branded merchandise campaign will be simple.

2. How will you measure the results of your campaign?

You may feel understanding the results of your branded merchandise campaign may be hard to measure. And rightly so, how do you measure your return on investment from gifting promotional products?

The answer is by planning your trackability! By including a QR code on your promotional products or including a discount code on your accompanying postcards, you can effectively track and measure the number of people that took action after receiving your promotional gift.

You could also record the number of enquires you received after you launched your campaign. Take note of the emails, phone calls or orders you’ve received in the weeks following your campaign execution. This will make it simple and straightforward for you to measure your return on investment and see how successful your campaign has been at achieving your long-term goals.

3. Who are you targeting with your branded merchandise campaign?

Deciding on the target audience for your branded merchandise campaign is vital for ensuring maximum return on investment. Without knowing who you’re targeting, how can you choose a promotional product that is relevant to their needs?

The first step of deciding on your target audience is determining which stage of the buyer's journey your campaign is targeting. Are you trying to convert your leads into customers or are you trying to build a loyal client base? If it’s the former, you may want to consider investing in premium promotional products to ensure you make the best possible impression on your prospects. Whereas if it’s the latter, you’ll likely know more about your customers’ interests and be able to tailor your strategy to their needs.

Next, you may want to consider your audience’s interests and the type of business they work for. If they work in an office, promotional mugs, branded notebooks, and customisable pens are likely to be kept and utilised daily, keeping your brand at the forefront of your client’s mind.

If you want to find out more about how to choose the perfect branded product for your business, section four of our ‘Ultimate Guide to Promotional Merchandise’ covers it all. Click here to read it.

4. How will you reach your audience?

Distribution is always an important factor to consider when planning your promotional merchandise campaign. To decide which distribution method is right for you, you’ll need to consider your budget and the preferences of your target audience.

If your clients are business professionals, it could be a great idea to hand your promotional products out in person at meetings, exhibitions, conferences or networking events. Distributing your freebies face-to-face will allow you to gauge your client’s reactions and allow you to see the positive impact of promotional merchandise first-hand.

Here one of our clients did just that, taking their magazine to advertisers and contributors while also handing out their limited edition water bottles which we produced for them:

Or if your campaign goal is to increase your brand’s online reach, holding a competition on social media could be an effective way to achieve this. Gifting a premium promotional product to the winner of your contest, not only makes a fantastic prize but also provides great exposure for your company, without stretching your advertising budget.

Want to know more?

Creating a promotional products campaign is simple and straightforward and can offer a fantastic return on investment for your company.

At Soar Valley Press, we offer a wide range of branded merchandise. Our brochure includes over 175 pages of it! Including everything from promotional pens and mugs to customised t-shirts and corporate workwear. Ensuring that you have everything you need to get your brand in front of your clients.

Click here to get your free copy, today!

Any questions? Our team are always ready and willing to help. You can contact us on 0116 259 9955 or email We’re always ready to get the conversation started.

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