In a world of discerning consumers who are looking at the environmental footprint of brands, the promotional merchandise you choose can either be the ace up your sleeve or the pebble in your shoe.
This guide is going to equip you with the right questions to ensure the merch you give, is the merch they keep, whilst increasing your campaign ROI and ensuring alignment with your sustainability goals.
1) Do you actually need the product?
It’s a question that might raise eyebrows, especially coming from us—a company that specialises in selling promotional products.
But if we’re genuinely committed to sustainability, it’s a question that can’t be ignored.
Cheap giveaways that are poorly thought out damage the perception of the industry, so we are all for getting rid of them!
If you’re thinking of using promotional merchandise “just because” and are only interested in the cheapest option they are probably not for you.
2) Does the product pass the double-function test?
A product that gets used more is appreciated more and seen more. Makes sense right?
That’s why the “double-function” test is generally a good indication of an effective promotional item.
What this means is that a product will promote your brand (function 1) as well as have some sort of practical application such as holding keys, keeping beers cold, as a wearable, carrying groceries etc. (function 2).
Bonus points if the function is specifically relevant to the recipient such as a carpenter’s pencil for builders and tradies.
3) Is it made to last?
The longevity of a product has a direct relationship to how sustainable it is.
A high-quality item that’s built to last will not only extend the life of your promotion (increasing ROI) but also reduce waste. It’s a win-win, for both your brand and the planet.
Spending a little extra on a pen that has double the ink capacity is an example of choosing better, longer-lasting products.
As can be seen in the last two points there is a business case for selecting products that meet these criteria. <link to what makes a good promotional product blog post>
4) Can the product be made from better materials?
There are more and more options out there now for materials that are better for the planet such as organic cotton, recycled PET (drink bottles), wheat straw, cork, bamboo etc.
It’s not just about what the product is, but how and where it’s made.
Promotional merchandise made from these materials instantly communicates your brand values and makes the recipient feel good when they use them.
5) What are the certifications and factory standards?
Laying all of our cards on the table…
The manufacturing landscape for promotional merchandise can be vast and varied, with the supply chain of some items spanning the world.
Sometimes it can be hard to trace back every stage of a product’s journey but it’s something we are looking to have greater transparency on and leaning on our suppliers to have accreditations readily available.
Look out or ask for products that have certifications from Sedex, BSCI and ISO.
It should be emphasised that this is evidence that the products you are adding your logo to are produced ethically, safely and to a high standard.
6) How is the product being transported?
The mode of transport can significantly impact the carbon footprint of your promotional merchandise.
Did you know that air freight may emit over 40 times more greenhouse gases than sea freight?
Not only that but it’s much cheaper to transport goods this way. It’s for these reasons that we always recommend this whenever possible (depending upon the product).
The only downside is that it takes longer – so planning ahead is essential.
7) Is sustainability important to the merchandise supplier (and can they back it up)?
Choosing promotional merchandise vendors that align with your brand values and procurement guidelines is essential in the modern marketing landscape.
When selecting a vendor ask them about what they are doing for sustainability.
For example at Promotion Products:
- We are one of the two ISO:14001-accredited merchandise companies in Australia as well as being ISO:9001-accredited.
- We audit our supply chain on sustainability and modern slavery, prioritising suppliers that share our values and we know are important to you too.
- Have opted to use only renewable energy to power our office
- Participate as a company in community events like Clean Up Australia Day
- We plant a tree with every order placed
- Give back to deserving charities and groups with our “A Hand Up” program
- Have a dedicated Sustainability Manager to guide and progress us on our journey
- Read more about sustainability at Promotion Products
8) Do you want to carbon offset your purchase?
Carbon offsetting may be available for your promotional merchandise order. If it is something that interests you, ask the question.
While this comes at a 2-5% premium, it’s a small price to pay for sourcing in a more sustainable way.
Summing Up
By considering some of these questions your promotional merchandise can go from a fleeting impression to a tool that forges an enduring connection.
Products that are practical, eco-friendly and long-lasting are not only good for return on investment but are better for the planet and reflect positively on your brand.
So, are you ready to make your brand a story worth remembering? Talk to one of our experienced team today and let’s create some cherished keepsakes for your brand.
Matt has spent over eight years in Australia’s promotional products industry. As part of the Promotion Products marketing team, he manages product catalogues and content, keeping brands up to date with what’s new and what works. A contributor to the APPA Magazine, Matt brings practical insight into how quality merch helps businesses stand out.