For as long as most of us can remember, the promotional products industry has battled a perception problem. Too often, branded merchandise gets lumped into the category of “swag” – a box to check at a trade show, a giveaway tossed into a tote bag, a budget line item that can be trimmed without consequence.
But those of us inside the industry know better. We’ve seen firsthand how a thoughtfully chosen product can elevate a brand, spark an emotional connection and drive measurable business results.
The challenge – and the opportunity – lies in teaching clients to see what we see. For every business in this industry, including yours, storytelling matters more than ever.
Teach Clients The Value Of Branded Merch
Marketing leaders are inundated with pitches, from digital ad buys to influencer campaigns to experiential activations. Each comes packaged with metrics, case studies and data dashboards. In that crowded landscape, distributors can no longer afford to position promo as “stuff with logos.” To capture the attention and imagination of clients, we must frame promotional products as an integral part of the marketing mix.
That means telling a story – about reach, recall, engagement and the emotional resonance that comes when a brand exists in someone’s daily life, not just their feed. Unlike a fleeting impression online, a branded product can live on a desk, in a kitchen or on a backpack for months or years, creating hundreds of micro-interactions.
That’s a story worth telling. And best of all, it’s a true story. There is data to back it up. The key is to make all the numbers digestible. Clients don’t need a 40-page report; they need a single chart or stat that underscores your point.
- Check out the most updated Ad Map at PPAI’s Premium Research hub, comparing promo to other mediums in terms of likeability to recall.
At the macro level, distributors should remind clients that our industry is not about trinkets – it’s about impact. Promotional products consistently rank among the most cost-effective advertising channels, often outperforming traditional and digital media in cost-per-impression studies. They drive brand recall at levels digital banners can only dream of.
But this story is bigger than just numbers. It’s also about human connection. A pen handed across a desk, a hoodie worn to a community event, a water bottle carried to the gym – these are extensions of a brand into the real world. When told well, that narrative shifts promo from a “nice-to-have” to a “must-have.”
Words matter. Distributors can elevate their conversations by using the language of strategy instead of the language of stuff.
It might mean shifting your vocab just a bit. Replace “Here are some pens we can do for you” with “Here’s a tool to keep your brand in front of clients 24/7 at less than a penny per impression.” Instead of “This water bottle comes in four colors,” try “This product aligns with the wellness narrative your HR team is building internally.”
Michele Schwartz
Manager of Supplier & Business Services Sales, PPAI
It’s not about abandoning product knowledge. It’s about framing that knowledge in ways that connect to marketing objectives.
Consider this a call to elevate. The industry doesn’t lack powerful stories. What it needs is more distributors willing to tell them with conviction, clarity and creativity. Every client conversation is a chance to reframe the narrative – from swag to strategy, from trinkets to tools, from giveaways to game-changers.
When we teach clients to see our products not as expenses but as investments, the whole industry benefits. More importantly, so do the brands we serve. In a marketplace where attention is fleeting, promotional products remain one of the few mediums that linger, connect and endure.
That’s a story worth telling until the industry’s true value is undeniable.
Teaching Clients Through Case Studies
One of the most powerful ways distributors can reshape client perceptions is by bringing stories to life with examples.
- Instead of opening a presentation with a catalog, start with a case study.
- Show how a nonprofit used branded apparel to unify volunteers and double event participation.
- Highlight how a company launching a new product embedded QR codes into giveaways to drive digital engagement.
- Share a campaign where sustainable merchandise reinforced a client’s ESG commitments and resonated with employees and customers alike.
Each of these is not just about a product – it’s about solving a marketing problem. When clients see themselves in these stories, they begin to view distributors less as order-takers and more as strategic partners.
Consider this a call to elevate. The industry doesn’t lack powerful stories. What it needs is more distributors willing to tell them with conviction, clarity and creativity.
Schwartz is manager of supplier and business services sales at PPAI.
