Podcast Summary: THE MARKETING MILLENNIALS – SPECIAL SERIES: You’re Doing Merch and Swag Wrong | Bathroom Break #46 🚽

Episode Overview

In this special episode of The Marketing Millennials, host Daniel Murray collaborates with Jay Schwedelson from the Do This, Not That podcast and SubjectLine.com to dive into the often-overlooked realm of merchandising and swag in marketing strategies. Titled “You’re Doing Merch and Swag Wrong,” the conversation unpacks effective tactics, common pitfalls, and innovative approaches to leveraging merch for brand enhancement and audience engagement.

1. Introduction to the Bathroom Break Series

The episode kicks off with Daniel Murray introducing the special series titled "Bathroom Break," a collaboration between The Marketing Millennials and Jay Schwedelson. The concept is to provide quick, actionable marketing tips suitable for a short 10-minute listen—ideal for multitasking listeners.

• Daniel Murray [00:01]: “That extra 10 minutes you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both. But that's your choice.”

Jay adds a playful touch, emphasizing the casual yet informative nature of the series.

• Jay Schwedelson [00:13]: “If you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.”

2. The Role of Merch in Marketing

The discussion swiftly moves to the core topic: merchandising as a critical component of marketing strategies. Both hosts share personal anecdotes and professional insights on how merch can influence brand perception and audience engagement.

2.1. Quality Over Quantity

Jay underscores the importance of quality in merchandise, cautioning against generic logo-laden items that fail to resonate with consumers.

• Jay Schwedelson [00:58]: “What people should never do is if you just have the logo of your company, like, on a shirt or whatever. Unless your logo is really cool. Like Daniel happens to have a cool logo, 99% of logos are uncool.”

He advocates for creative and meaningful designs that align with brand identity, which can foster a stronger connection with the audience.

2.2. Strategically Selected Merchandise

Daniel echoes Jay's sentiments, sharing his selective approach to owning merch. He prefers functional items like workout shirts or hats, rather than bulkier or less practical merch pieces.

• Daniel Murray [01:35]: “If I have to do it. But it's not like something I'm repping in the streets, like, people's merch. I like a good hat here and there or a good, if it's a useful pen, but that's about as far as I go.”

He emphasizes the importance of decluttering and maintaining only high-value merch that serves a purpose.

3. Effective Merchandising Tactics

Delving deeper, Jay shares actionable strategies that marketers can implement to maximize the impact of their merch campaigns.

3.1. Giveaway Strategy: Quantity vs. Scarcity

One of Jay's standout suggestions is optimizing giveaways by increasing the number of prizes to boost participation rates. He explains how offering multiple winners significantly enhances engagement.

• Jay Schwedelson [02:08]: “If you were giving out one prize, if you were giving out five of that prize, if you were giving out 25 of those prizes, what would happen? … it goes from like 50 entrants to 5,000.”

This approach creates a perception of higher chances to win, thereby encouraging more people to participate without substantially increasing costs.

3.2. Brand Representation through Merch Quality

Daniel stresses that merch is a direct reflection of the brand’s quality and creativity. Low-quality or uninspired merch can negatively impact brand perception.

• Daniel Murray [03:22]: “Merch represents your brand. So if it's low quality, people can associate low quality with your brand. If it's not creative, they're going to think you're not a creative brand.”

He advises aligning merch quality and design with the desired brand image, whether it’s luxury, creativity, or humor.

3.3. Visibility and Shareability

Jay highlights the importance of selecting merch that is visible and shareable on social media. Items like hoodies, T-shirts, and hats are preferred because they are easily showcased in photos, amplifying brand exposure.

• Jay Schwedelson [04:51]: “We only make merch that can be visible on screen. … people can share pictures of themselves on social media.”

He cautions against giving out items that are likely to remain hidden, such as socks or water bottles, which do not contribute to brand visibility.

4. Innovative Merch Ideas and Sourcing

4.1. VIP Swag Boxes

Jay introduces the concept of VIP swag boxes tailored for events. By creating exclusive bundles for early registrants, they generate urgency and FOMO (Fear Of Missing Out), driving quicker sign-ups and increased event registrations.

• Jay Schwedelson [06:01]: “We create something called a VIP swag box … tied together kind of, you have to be in the first thousand to be entered into this thing.”

4.2. Creative Sourcing from Platforms like Etsy

For smaller, more bespoke merch orders, Jay recommends sourcing from platforms like Etsy to obtain high-quality, unique items that stand out compared to mass-produced swag.

• Jay Schwedelson [06:40]: “If you're going with a small buy like 20 of something. We've gone on Etsy and we have found the absolute best creators of the coolest, like highest end quality stuff.”

This strategy ensures that even limited runs of merch maintain a premium feel, enhancing brand perception.

5. Testing Brand Strength through Merch Sales

Daniel proposes using merch sales as a litmus test for brand strength and audience loyalty. If consumers are willing to purchase merch, it indicates a solid brand affinity and effective branding efforts.

• Daniel Murray [07:13]: “If someone … wants to buy your merch. So I think a lot of things … a good test to do sometimes is just create a small amount and see will people buy that merch or not.”

This method provides valuable feedback on brand appeal and the potential success of larger merchandising initiatives.

6. Branding and Logo Design

The conversation touches on the significance of brand names and logos in creating a memorable and marketable identity. Daniel shares the origins of The Marketing Millennials logo, emphasizing simplicity and relatability.

• Daniel Murray [08:17]: “The name, because I think there are so many marketing millennials out there. So I think it, I think the logo is pretty cool the way I thought when I thought about the logo, it wasn't very deep.”

This highlights the balance between a catchy name and an approachable logo in building brand recognition.

7. Engaging Audience with Merch Mishaps and Humor

The hosts inject humor into the discussion by sharing anecdotes about merchandising mistakes, such as outdated logo designs or unnecessary annual branding elements, illustrating the importance of thoughtful merch planning.

• Jay Schwedelson [09:52]: “We screwed up … we put the year on this shirt. We wrote 20, 24 on it.”
• Daniel Murray [10:15]: “Reframe it. It's vintage guru.”

These stories serve as cautionary tales, reinforcing the need for timeless and versatile merch designs.

8. Conclusion and Call to Action

As the episode wraps up, both hosts encourage listeners to engage with their communities and share merch ideas. Daniel invites the audience to send merch concepts via LinkedIn, fostering an interactive dialogue.

• Daniel Murray [11:15]: “Send us some merch ideas in the dm. We want to know what type of merch you like …”

Jay promotes his podcast, urging marketers to implement the discussed strategies and stay tuned for more tips.

• Jay Schwedelson [11:27]: “Check out my podcast, do this, not that, for marketers.”

Key Takeaways

1. Quality and Creativity Matter: Merch should reflect the brand’s identity and values. Avoid generic logos unless they are inherently appealing.

2. Strategic Giveaways: Increasing the number of prizes in contests can significantly boost participation and engagement.

3. Visibility is Crucial: Opt for merchandise that is easily visible and shareable on social media to maximize brand exposure.

4. Innovative Sourcing: Utilize platforms like Etsy for unique and high-quality merch, especially for smaller batches.

5. Test Brand Strength: Use merch sales as an indicator of brand loyalty and market appeal.

6. Humor and Relatability: Incorporate humor and relatable elements in merch design to enhance audience connection.

Notable Quotes

• Jay Schwedelson [00:58]: “99% of logos are uncool.”
• Daniel Murray [03:22]: “Merch represents your brand.”
• Jay Schwedelson [06:01]: “We create VIP swag boxes to create FOMO.”
• Daniel Murray [07:13]: “If someone … wants to buy your merch, you have pretty good branding.”
• Jay Schwedelson [09:52]: “We screwed up … who puts a year on merch now?”

Final Thoughts

This episode of The Marketing Millennials offers a comprehensive exploration of merchandising as a pivotal marketing tool. By blending practical strategies with personal experiences and humor, Daniel Murray and Jay Schwedelson provide listeners with valuable insights to refine their merch strategies, ultimately enhancing brand engagement and loyalty.

For more marketing tips and engaging discussions, join The Marketing Millennials community on LinkedIn and Instagram. Don’t forget to follow Daniel on Twitter and LinkedIn, and subscribe to The Marketing Millennials newsletter at workweek.com/brand/the-marketing-millennials.