From Swag To Strategy 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. 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 Teach clients the true value of branded goods. By Michele Schwartz 26 • OCTOBER 2025 • PPAI Voices | Your Business rassco / Shutterstock.com
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