Episode Summary: “311 - How To Make Merch That People Actually Want with Savannah Dmytriw, aka Merch Girly”

The Marketing Millennials episode 311, hosted by Daniel Murray, features an in-depth conversation with Savannah Dmytriw, known as Merch Girly, the Vice President of Marketing at Team SCG—a full-service corporate merchandising agency. In this episode, Savannah shares her expertise on creating corporate merchandise that resonates with audiences, enhances brand identity, and avoids becoming mere promotional items tossed aside.

1. The Importance of Strategy in Corporate Merchandising

Savannah opens the discussion by emphasizing that the effectiveness of corporate merch lies not in the products themselves but in the thought, intention, and messaging behind them. She asserts, “It's the thought, the intention, the messaging that goes into producing it, the why behind it” (02:31). This strategic approach ensures that merchandise aligns with the brand’s core values and resonates deeply with the target audience.

She critiques the common pitfall where merch becomes an afterthought in corporate strategies, leading to generic items that lack impact. Savannah points out, “A lot of merch becomes trash. So what actually separates good merch versus bad merch?” (03:59) and explains that lack of strategy is often to blame, as merch initiatives are not prioritized alongside other corporate activities.

2. Making Merch an Effective Brand Extension

Savannah highlights that merchandise should be a true extension of the brand. She advises against the simplistic approach of slapping logos on generic items, stating, “If you show up with a low quality shirt or a pen that doesn't feel right, it really is an extension of your brand” (06:17). Instead, she advocates for selecting high-quality products that embody the brand’s identity and values.

She further elaborates on the necessity of focusing on a few well-curated items rather than a multitude of subpar products. “Find one thing that you love that you are confident in that you can be really, really enthusiastic about.” (06:46) This targeted approach ensures that each piece of merch creates a lasting impression and fosters a stronger connection with the audience.

3. Creating Event-Specific Merch that Resonates

When discussing event-specific merchandise, Savannah emphasizes the importance of understanding the event’s goals and the audience’s demographics. She explains, “It depends what the event is... What is your goal while at this event? Are you there to hire? Are you there to promote?” (08:43). Tailoring merch to fit the specific context and objectives of an event increases its relevance and utility.

For example, in hiring events targeted at women in tech, Savannah suggests incorporating elements that resonate with that demographic, such as “tech tattoos and stuff like that” (08:43). This customized approach ensures that the merchandise not only serves as a promotional tool but also as a meaningful symbol for the attendees.

4. Internal Culture: Merch as Employee Engagement

Savannah underscores the significance of internal merchandise in fostering a strong company culture. She states, “Employees wearing merch are some of your best marketers” (12:12). By providing high-quality, thoughtfully designed merch to employees, companies can turn their workforce into brand ambassadors who organically promote the brand through their daily interactions.

She shares an impactful example where an employee proudly wore a company-issued jean jacket outside of work, illustrating genuine belief and emotional investment in the brand. “That's a huge feather in our cap, and that's a huge feather in the brand's cap because that means that she believes in what they stand for” (10:46).

5. Trends in the Merchandising Space

Savannah identifies several key trends shaping the corporate merchandising landscape:

• Sustainability: There is a growing emphasis on sustainable practices. Team SCG has partnered with Evertrin to pledge planting 10,000 trees in 2025, offering clients the option to offset their carbon footprint with every additional dollar spent (25:07).

• Subtle Branding: Moving away from overt logo placements, Savannah highlights the shift towards merchandise that features slogans, one-liners, or subtle design elements that reflect the brand’s culture and values. She cites, “There is a time and a place where that [walking billboard branding] is appropriate and there is a time and a place where that is part of the strategy” (18:15).

• Quiet Luxury: Inspired by high-end brands, corporations are adopting a “quiet luxury” approach, integrating sophisticated and understated designs that appeal to consumers’ desire for exclusivity without blatant advertising.

Savannah also cautions against the constant chase for trends, advocating instead for a focus on core brand identity to ensure long-term resonance with audiences.

6. Rapid Fire Insights from Savannah

In a dynamic rapid-fire segment, Savannah shares her candid opinions on various merchandising topics:

• Most Overrated Piece of Corporate Swag: “The javelina pen. Everybody’s seen it, it's overused, and it makes my skin crawl.” (28:20)

• Best Brands Doing Merch Right Now: “Poppy does an amazing job with their merch... vibrant colors, influencer marketing.” (28:42)

• Merch Item Every Marketer Should Invest In: “Socks. A non-size specific wearable goes a very long way.” (29:08)

• Worst Swag Received: “A Javelina pen.” (29:20)

• Dream Merch Idea if Budget Wasn't an Issue: “A whole drinkware line based off of glass water bottles... no better drinking experience than glass.” (31:10)

• Marketing Hill to Die On: “The beauty of word of mouth. Organic brand building is invaluable.” (32:21)

Savannah passionately defends the value of thoughtful merchandising over generic giveaways, stressing the importance of intentional design and meaningful engagement.

7. Conclusion and Key Takeaways

Savannah concludes the episode by encouraging brands to invest in quality merchandise that truly represents their identity and values. She reiterates the power of internal culture and employee engagement, highlighting that knowledgeable and enthusiastic employees can significantly enhance brand visibility and reputation.

Key Takeaways:

• Start with “Why”: Understand the purpose and message behind your merchandise to ensure it aligns with your brand.

• Quality Over Quantity: Invest in high-quality products that your audience will value and use, rather than inundating them with generic items.

• Tailored Approaches: Customize merchandise to fit specific events and target audiences to enhance relevance and impact.

• Sustainability Matters: Incorporate sustainable practices into your merchandising strategy to appeal to environmentally conscious consumers.

• Subtle Branding: Move towards subtle and meaningful branding elements that reflect your company’s culture and story.

• Leverage Internal Culture: Use internal merchandise to boost employee morale and turn employees into brand ambassadors.

Savannah closes by inviting listeners to connect with her on various social media platforms, encouraging ongoing engagement and collaboration within the merchandising community.

Notable Quotes:

• Savannah Dmytriw: “It's the thought, the intention, the messaging that goes into producing it, the why behind it” (02:31).

• Savannah Dmytriw: “If you show up with a low quality shirt or a pen that doesn't feel right, it really is an extension of your brand” (06:17).

• Savannah Dmytriw: “Employees wearing merch are some of your best marketers” (12:12).

• Savannah Dmytriw: “The javelina pen is out for 20, 25. Everyone.” (29:30).

This episode offers valuable insights for marketers seeking to enhance their corporate merchandising strategies, emphasizing the importance of intentional design, quality, and strategic alignment with brand values. Savannah Dmytriw’s expertise provides actionable guidance for creating merchandise that not only promotes the brand but also fosters genuine connections with both internal and external audiences.