Latest news with #marketingstrategy
Forbes
7 hours ago
- Business
- Forbes
Promotional Merchandise Is Evolving: It's Time To Rethink Your Branding And Messaging Strategy
Douglas Gregory is the managing director of Promotion Products. For decades, promotional merchandise has been underestimated. But just as digital, social and traditional media channels have matured, so too has merchandise. It's become a sophisticated marketing channel that reinforces brand identity, drives action and builds emotional connections. In my 20-plus years in the industry, I've helped a range of clients—from big corporations and government agencies to schools and HR departments—shape smarter merchandise strategies. My experience has made one thing clear: Real change occurs when branding and messaging are intentional and merchandise is a high-performing part of the marketing mix. Crafting A Brand Storytelling Platform Today's most effective merchandise strategies align messaging, design and brand purpose into every detail of the item. Merchandise is now a tangible touchpoint that strengthens your marketing strategy and brand identity. Think of merchandise like outdoor advertising or digital banners, except it lives longer, travels further and, when done right, gets your brand directly into your customer's hands, homes and daily routines. That's why what goes on the product is just as important as the product itself. The right branding and messaging transform merch into a strategic tool that drives engagement. You wouldn't throw together the copy for a digital ad, so why treat branded products any differently? For example, one of our government clients recently wanted to promote a community health initiative. Instead of defaulting to a generic logo slap, we developed branded drink bottles featuring simple, targeted messages about hydration and well-being and a QR code that linked out to health tips. Not only were the bottles a hit at local events, but the QR traffic exceeded campaign expectations. Evolving Beyond The Basic Logo Start by understanding the possibilities of your logo. How you use it can instantly elevate your merchandise. Traditional 'hero logo' placements—big, bold, front and center—still dominate, accounting for 80% of our brand's business. But companies we partner with are becoming smarter about proportions, placement and visibility, based on how the product is used, seen and carried. Strong brands are leveraging logo flexibility, using different colors, sizes or simplified icons to adapt branding across multiple formats while maintaining consistency. This keeps your merch fresh and versatile without diluting your visual identity. Inspired by premium retail trends, many businesses are opting for subtle, high-end finishes. Tone-on-tone embroidery, discreet logo placements and refined details communicate quality and reliability. A tech startup recently approached my company with a clear brief: 'We want trendy, retail-grade products that reflect our brand personality.' We recommended a minimalist, design-led approach with tonal logos, soft-touch finishes and clean layouts. Their team loved the look and feel of the products, and employees began using them in their daily routines. Premium merchandise became a brand amplifier inside and outside of the company. Merch is a creative canvas. From full-wrap prints to custom illustrations by local artists, companies are embracing bold, artistic statements that also support their brand identity. Refining Brand Messaging Perhaps the biggest shift I've seen is the use of messaging, not only visuals, on merchandise to frame a brand's story and connect with its audience. In the past, messaging rarely extended further than a website or phone number. Today, brands prioritize content driven by emotional resonance, humor, values and purpose. Pay attention to the following trends. A clever pun or play on words can make your merchandise more memorable and foster brand affinity and recall. Just make sure your messaging aligns with your overall brand tone. Customers and employees are increasingly gravitating toward brands that stand for something more than profits. Purpose-led messaging reinforces values and builds trust. When we partnered with a major construction company that wanted to showcase its commitment to sustainability, we recommended an eco-friendly cooler bag, branded with a simple but powerful values-focused message. The response was immediate. Internally, the merch became a point of pride among staff. Externally, it sent a clear signal about the company's environmental values. Merchandise should speak directly to the recipient, creating that 'they get me' moment. Last year, a school contacted us looking for something to make graduation feel extra special. Instead of generic class gifts, we designed custom tote bags printed with the message: 'Class of 2024—Ready for What's Next.' Teachers told us the children lit up when they received them, and many now use them daily. When the message reflects the moment and a shared experience, it becomes more than just a keepsake; it becomes part of the story. Advances in decoration technology are making personalized merch more accessible. You can add individual names, team identifiers or recognition messaging to tap into the 'endowment effect,' making recipients more likely to value and keep the item. Developing An Integrated Marketing Tool Modern merchandise is no longer a siloed activity handled by procurement or events teams. As a strategic marketing tool, it should be designed with the same rigor as digital ads or content campaigns. Ask open-ended questions: • What do we want this product to do? Drive awareness, spark a conversation, deepen loyalty or trigger a specific action? • How does this product fit within our broader brand identity, from design and color palettes to tone of voice and messaging consistency? • Is the product experience aligned with our brand values? For example, cheap, disposable giveaways undermine sustainability commitments. Make merchandise an intentional extension of your brand that people see, use and talk about long after the first interaction. Creating Measurable Marketing With a targeted branding and messaging strategy, merchandise is measurable. Embed QR codes, campaign triggers, product-linked offers or service reminders into a product's design to make it a conversion tool instead of an expense. Merch is a key component of an overarching marketing plan, benefiting brands by: • Driving conversations • Sparking brand recognition • Building emotional connections • Reinforcing values • Generating tangible ROI In a noisy, digital-first world, physical touchpoints matter more than ever. The future of merchandise isn't just branded. It's remembered. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
10 hours ago
- Business
- Forbes
The Power Of Pop-Ups: Why Small Businesses Should Set Up Shop
Sabine Leveiller is the Marketing Vice President, of Europe at VistaPrint. She has over 20 years of experience in marketing strategy. The small-business landscape has been tough in recent years, and many are looking for ways to take the next step and grow their businesses. Pop-ups, whether at local festivals, weekend markets or seasonal shopping activations, have become a vital tool for growth, experimentation and driving brand awareness. For small businesses, they offer an unmatched opportunity to test ideas, showcase personality and build meaningful relationships, all without the commitment or cost of a permanent retail space. With over £2 billion expected to be generated by pop-ups in the U.K. economy, and even governments getting in on the action, it's clear we're witnessing more than a trend—we're seeing a shift in how small businesses engage with the public. The stage is set for entrepreneurs to step into the spotlight and make direct, personal connections with customers in ways that digital platforms can't replicate. Pop-ups have often led to bigger things for brands. For example, in 2020, Glossier's pop-up shop in Covent Garden, London, was so popular, they extended the lease, and the company has since installed pop-ups in Paris and U.S. locations. This doesn't just have to be a brand taking an expensive retail space; this could be in the form of securing a regular spot at a market or taking on a bigger stand. Taking the leap is the first step. Real-World Impact And First-Person Sensory Experiences We live in a hyper-digital world. Online marketing, e-commerce and social media are vital channels, but they can't replace the power of face-to-face interaction. Meeting your customers in person, allowing them to experience your product or service firsthand and engaging in real conversation creates trust and memorability that no screen can match. There's a reason people remember the little handmade soap brand they discovered at a street fair or the food truck with the best conversation alongside the best coffee. It's the experience. Pop-ups allow small businesses to not only tell their story but to become a part of someone else's. The Value In Showing Up The beauty of a pop-up lies in its flexibility. It's a space to experiment, try out a new product line or learn what resonates and gather direct feedback in real time. It's also a chance to test new audiences, perhaps in a different neighborhood, town or context. But with opportunity comes the need for preparation. How a business presents itself can make all the difference. A well-thought-out setup that includes clear signage, cohesive branding and simple but striking displays can help companies stand out in busy environments. Even something as traditional as a business card still has its place. In the flurry of conversations and interactions, a tangible takeaway offers a simple, lasting reminder of who you are, how to shop and how to stay in touch. With recent advancements in technology, there are also more and more ways to convert those in-person conversations to help build your online community. For example, QR codes are a great way of moving those conversations online and growing your following and customer base. A New Avenue Of Opportunity With a renewed appetite for local events, discovery and real-world experiences, consumers are actively seeking out unique businesses they can connect with. With shopping malls struggling and more pop-up locations becoming available through government schemes, customers are more engaged than ever to connect with small businesses and try out new things. During my career at VistaPrint, I've seen countless businesses, some just starting, find their feet and grow their following simply by showing up. Pop-ups don't just bring in revenue—they build identity, customer confidence and connections. As someone who works with small-business owners daily, I know how much effort goes into preparing for these moments. From product displays to printed materials, every detail counts. If you're on the fence about participating in a market or hosting your own event, take this as encouragement: Do it. The connections you build may well shape the future of your business. After all, when small businesses step into the real world, big things happen. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Forbes
3 days ago
- Business
- Forbes
How To Find The Right Marketing Agency For Your Goals
Raja Walia is the Founder and CEO of GNW Consulting. When companies start looking for a marketing agency, it's normal to be impressed by well-known client logos, large teams and polished websites. But while such markers can signal credibility, they don't always ensure the right fit. With budgets under pressure and growing expectations for measurable results, it's important to look beyond surface-level indicators and evaluate what truly matters. The agency that will help your business grow might not be the biggest or the flashiest. Here's how to evaluate whether a marketing agency truly aligns with your goals. Go beyond the playbook. Some agencies are built for scale. Their teams rely on frameworks, templates and repeatable tactics that allow them to move quickly. That kind of efficiency has its place, especially for companies looking to execute known strategies across large volumes of content or channels. However, if your business has unique needs, is entering a new market or requires nuanced positioning, you may need a more customized approach. Before you commit to an agency, ask how they actually build their strategies. Do they take time to get to know your business, including your goals, your customers and your competition? What kind of research or discovery work do they do before jumping into execution? It's also fair to ask for examples. How have they adapted their approach for clients with different needs or challenges? Evaluate team structure and communication. Agencies aren't all built the same. Some come with large teams and numerous specialists, each focused on a narrow aspect of the work. Others take a leaner approach, with smaller teams where people wear more hats and stay closely involved from start to finish. Neither structure is automatically better. What matters is how well their setup aligns with your needs and whether the team working on your account is equipped to move quickly, communicate effectively and deliver tangible value. Rather than assume that more people mean better results, ask how the agency organizes its team around your account. Who will be your day-to-day contact? How is information shared internally? What is the approval process like? Look for signs of a thoughtful and responsive structure, not one that introduces delays or communication breakdowns. Expertise also matters. Ask how the agency trains its team. Do strategists act as true consultants who understand your business, or are they more focused on task execution? Do they bring fresh thinking to the table or primarily take direction? Clarity around team roles and processes can help ensure the agency is set up to deliver value from the start. Dig into cost drivers. Agencies price their work in a few different ways. Some charge hourly; others use flat fees, retainers or performance-based setups. No matter the model, it's important to understand exactly what you're paying for. Ask them to walk you through it. What's included in the fee (e.g., strategy development, meetings, reporting and revisions), and what might come at an additional cost? The more clarity you have upfront, the fewer surprises you'll encounter down the line. You may also want to know how the agency allocates time and seniority across the team supporting your account. It's a good idea to ask how the agency spends its time and resources. Are you paying for deep thinking and strong execution, or are you also covering perks and overhead that don't directly benefit your business? A cool office or great culture might signal a healthy company, but what matters most is how much of your budget goes toward actual results. You'll also want to understand how a potential partner defines success. Do they track real business outcomes or just focus on surface-level stats? The right agency will be clear about what they're aiming for, and it should match what you care about. A strong partnership starts with finding the right fit. A slick portfolio can be a great starting point, but it's not the whole story. The right agency will want to understand what matters to you—not just your KPIs, but also your pace, pain points and the bigger picture. They'll ask questions that go beyond the brief and take the time to understand how your team works. You're not just hiring a vendor. You're choosing a partner. And often the agencies that get the best results are the ones that meet you where you are, take a hands-on approach and grow with you. When you go beyond surface-level indicators and ask the right questions about strategy, team structure and cost, you can find a marketing partner that supports meaningful, measurable growth. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Yahoo
22-07-2025
- Business
- Yahoo
Reebok Alum Patty Cho Heads to Dearfoams in Brand Marketing VP Role
Dearfoams has named Patricia Cho to the post of vice president, head of brand marketing. Cho, who started on Monday, will lead the slipper brand's marketing strategy and execution. She reports to Justine Suh, Dearfoam's president, and will be based in RG Barry's Boston office. More from WWD The Estée Lauder Cos. Names Aude Gandon Chief Digital and Marketing Officer Kirk Perry Appointed Interim CEO of Kenvue Amid Strategic Review Couture Taps Eric Ford as First Brand Director 'Patty's appointment marks a bold new chapter for Dearfoams,' said Suh. 'Her ability to connect brand storytelling with performance marketing is second to none, and her leadership will be instrumental as we expand our reach, sharpen our voice, and bring even more consumers into the world of Dearfoams.' 'This is a brand with an incredible foundation that has been a household favorite with millions of consumers each year,' Cho said. 'I'm energized by the opportunity to build on that legacy and amplify our message to drive meaningful, strategic growth across both familiar and untapped categories.' Prior to Dearfoams, Cho was vice president of brand marketing at SharkNinja, where she built the brand marketing function from the ground up through launching category-defining products and expanding global reach to drive significant growth across a $1.1 billion portfolio. Major product launches include the company's entry into robotic vacuums, the $60 million debut of the Ninja Foodi Grill, and the brand's first premium cordless vacuum, which helped grow the stick vacuum market share from 25 percent to 32 percent in just one year. Before SharkNinja, Cho was head of global advertising, planning and media at sneaker firm Reebok. While there, she led campaigns for breakout product lines that include EasyTone and ZigTech, contributing to over 10 million units sold globally. She also launched Reebok Sweets and secured high-impact partnerships with Mattel and Hasbro. Cho is a seasoned marketing executive with more than two decades of experience. And beyond traditional marketing roles, Cho also had key leadership responsibilities in M&A integration, global go-to-market strategies and direct-to-consumer business planning through her consultancy, Westvale Associates. Dearfoams parent RG Barry has a new majority owner after it was acquired last year by Marubeni Growth Capital U.S., which is the U.S. subsidiary of Tokyo-based Marubeni Corp. Best of WWD All the Retailers That Nike Left and Then Went Back Mikey Madison's Elegant Red Carpet Shoe Style [PHOTOS] Julia Fox's Sleekest and Boldest Shoe Looks Over the Years [Photos] Solve the daily Crossword
Telegraph
22-07-2025
- Politics
- Telegraph
Blair's secret scheme to make immigration more popular
Sir Tony Blair considered a secret plan to make immigration more popular when he was prime minister – just weeks before opening Britain's borders to thousands of Eastern Europeans, newly released files reveal. Labour ministers came up with the 'marketing' strategy to overcome what they described as 'disproportionate' concerns about the issue and to communicate the 'big picture' to the public instead. The plan, which aimed to steer public opinion towards a 'more sensible conversation on immigration', included details of Home Office -commissioned research which found that many Britons believed borders were 'open and overrun' . In a handwritten note, Sir Tony described research he had been reading on immigration as 'pretty grim but utterly believable'. The then prime minister was sent the 15-page strategy document in March 2004 by Lord Blunkett, the then home secretary, who shared it in 'strict confidence' and warned: 'You will see that this research, and the references to it in the paper, could be explosive in the wrong hands.' The paper, titled 'Having a sensible conversation about migration', claimed that the then government had made 'real progress' in reducing the impact of stories about asylum seekers, so that they were 'no longer automatic front-page tabloid material every time'. However, it then detailed public research which 'confirms that immigration is an issue of real concern to people' and noted there were 'no obvious signs of a breakthrough as a result of what has been achieved so far and little recognition or credit for what the government has done on asylum'. It is not clear if the scheme was ever enacted. However, the paper came weeks before Sir Tony opened Britain's borders to thousands of Eastern European migrants. The Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Slovakia and Slovenia joined the EU in 2004. The decision by the then government to allow immediate unrestricted access to migrants from those countries was widely seen as having contributed to a major increase in immigration in the years that followed, with net EU migration surging to more than 200,000 a year. 'Public is looking for scapegoats' Summing up the views of the public, the strategy document said: 'People feel they do not have permission to freely express their fears'. It added: 'In a world of rapid change and uncertainty, people are fearful and look for explanations and scapegoats,' while claiming that 'a disproportionate amount of fear and uncertainty' was 'channelled towards' migration. Discussing the communications challenges in getting across a pro-migration message, the paper included a textbook-style graphic of a human eye looking towards a circle with the words 'bogus', 'scroungers' and 'out of control', which blocked out another larger circle labelled the 'big picture'. The paper said the 'big picture' was being crowded out by 'an almost cliched perception of all immigrants being 'bogus' and 'scroungers'.' 'The challenge is finding new ways to package and communicate these issues in a way that circumvents the eclipse and makes it easier for people to see the big picture,' it added. 'More sensible conversation needed' The strategy document recommended a new approach to improve the public's 'understanding' of migration and 'correct public misconceptions about the scale, nature and potential benefits of managed migration' and 'open the way for a more sensible conversation on immigration'. 'Shifting public attitudes on immigration is a huge challenge', it added. 'It requires a radically different communication approach. Media fire-fighting, whilst important, will not be sufficient – there are too many fires to put out and editorial and public opinion are too entrenched. 'In effect, many parts of the media are party to generating and sustaining the eclipse. The more they are fed with immigration stories, the bigger the eclipse becomes and the more the big picture is obscured.' The then government planned a campaign to show action was being taken to tackle the issue and to 'broaden the migration conversation and explain why managed migration is important to us as a nation.' It hoped to 'reduce the impact of the media-driven 'eclipse' by ensuring that the action that the government is taking is seen as a concerted and cohesive programme, and that this package of measures is communicated to the public with impact.' The paper detailed a table showing plans to advertise the advantages of migration and a PR campaign to demonstrate that migrants made a positive contribution to society. The files relating to the strategy have only been released up to March 2004, before its planned launch in July that year. In an annex on the findings of polling and focus group research, the paper revealed that participants were 'overwhelmingly of the view that the UK does not have an effective immigration policy' and that they 'feel that our traditional tolerance has been exploited and become a major weakness'. It said: 'They have a sense that our borders are completely open and overrun. 'Both focus groups and polling suggest that these intolerant views can be held by people who really do value our multicultural society and are genuinely proud of our tolerant heritage. But they feel that the 'uncontrolled flood' of immigrants is undermining these noble aspirations. 'Strongly held negative impressions are more the result of anger that things have 'got to this state' rather than outright racism. There is real resentment of political correctness – which is considered a reason why immigration and race cannot be discussed openly and therefore tackled effectively.'
