Startups need every marketing dollar to work harder. That means branded merchandise should do more than display a logo. The right merch can help build brand awareness, create buzz and give customers something memorable to take with them.
Nicole Watson, the director of product marketing for Salesforce, says marketing a startup takes both speed and strategy to turn a new idea into a household name. Branded merch reps selling to startups can help marketers make their merch work harder so they can achieve exactly that.
In this issue of PromoPro Daily, we highlight Watson’s thoughts on startup marketing — and how sales reps can use those insights.
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Know who the startup is trying to reach. According to Watson, a strong data foundation helps startups understand their customers and create more personalized experiences. For merch reps, this is a reminder to ask about the audience before recommending a product. Who will receive the merch? What do they care about? A startup thanking early customers has different needs than one trying to create buzz at an industry event.
Think beyond the logo. Watson says modern marketing is about being helpful and relatable, not simply shouting a brand message. That’s something merch reps can apply to their recommendations, too. Instead of asking, “What product should we put your logo on?” think about what would be useful or interesting to recipients. The right merch can give people a reason to keep interacting with a brand.
Look for opportunities to make the brand personal. According to Watson, customers expect a personal touch, even from the newest companies. That creates opportunities for merch reps to suggest welcome kits, thank-you gifts, milestone items or other thoughtful touches. The goal is to help the startup create a meaningful brand experience, not simply hand someone a promo item.
Find ways merch can extend the brand. Sharing behind-the-scenes content or company wins can help people connect with the people behind a startup. Merch can become part of that story, too. A creative product that people want to use or share can take the brand beyond the screen. When talking with a startup, think about where merch could naturally show up in its marketing.
Help startups do more with less. As startups grow, Watson says technology can act as an extension of the team, handling repetitive tasks while team members focus on the bigger picture. Merch reps can take a similar approach by helping startups make smarter choices with their merch budgets. Rather than recommending more products, look for the products and opportunities that can do more for the brand.
The startup mindset is about doing more with less and finding creative ways to build a brand. Merch reps who understand that mindset can become more than product providers. They can become valuable marketing partners.
Compiled by Audrey Sellers
Source: Nicole Watson is the director of product marketing for Salesforce.
