If you have not yet added merchandise to your strategic planning, this could be the prompt to look at your dates.
Done well, merchandise is a brand touchpoint that continues to work long after an event or campaign ends.
Every item you put into the world carries a message about who you are and what you value.
Rather than starting from “What can we order?”
Ask the question, “What do we want this to do?”
Where Merchandise Fits in the Bigger Picture
The most effective merchandise decisions sit within your wider marketing ecosystem, not outside it or bolted on.
This is often clearer when reviewed as context rather than products.
For example
- Events : Is the item something attendees will still use once they’re back at their desk, or does it only make sense on the day?
- Employee onboarding: Does it reinforce how it feels to work with you, or is it just branded packaging?
- Client relationships: Does it signal care, quality, and professionalism, or does it feel generic?
- Campaign support : Can a physical item extend the life of a digital campaign, rather than duplicating it?
In each case, merchandise works best when it reinforces an existing message rather than trying to create one from scratch.
The Advantage of Planning Ahead
Planning changes merchandise from a reactive ‘task’ to a strategic decision, and a more cohesive brand experience across touchpoints.
Instead of ordering whatever is available for you at short notice, you can make decisions based on brand fit, audience use, and longevity.
Importantly, planning can allow you more opportunity to focus on quality over quantity.
That might mean ordering fewer items, but choosing products that feel considered and more in line with how you want your brand to be perceived.
It could also make consistency easier. Reusable design elements, such as a recurring message, layout, or colour, help your merchandise feel recognisably “you” across different moments in the year, without having to reinvent everything each time.
Creating a Flexible Merchandise System
Many marketers are moving away from one-off merchandise and towards a more flexible system built around a core collection.
This usually means identifying a small number of products that work in multiple settings. For example, a well-designed notebook that suits onboarding, events, and client gifting is often more effective than creating three separate items for three separate purposes.
The same applies to design. A consistent template that can be adapted with event-specific details tends to age better than heavily dated artwork that only works once.
This approach saves time, reduces waste, and simplifies decision-making, especially when multiple teams or stakeholders are involved.
Sustainability: A Practical, UK-Relevant View
In the UK, environmental policy prioritises waste prevention and reuse over recycling and disposal, with waste hierarchy guidance making it clear that avoiding waste in the first place is the most effective strategy for reducing environmental impact and conserving resources.
That means selecting items that are likely to be used repeatedly, rather than focusing only on materials or eco-labels. An item that replaces something people already use regularly, like a bottle, notebook, or quality bag, can have a better sustainability profile than a novelty item that sits unused, even if both are technically recyclable.
Useful considerations include:
- Longevity: Will this item still be used in weeks or months?
- Relevance: Does it replace an everyday item?
- Quality: Is it robust enough to avoid being quickly discarded?
- Purpose: Can you clearly articulate why this item was chosen?
A Clear Strategic Starting Point
If merchandise is part of your marketing activity this year, consider
- Where merchandise fits into your marketing calendar
- What each item is meant to achieve beyond visibility
- Which products align with your values and practical needs
- Who can support you in making informed, quality-led decisions
If you are wondering if merchandise ‘fits’ for you
Keep the goal to fit YOUR strategic outcomes. Aim for the items you choose to earn their place, and support your wider marketing objectives
Thank you to our merchandise partner Marketing & Merchandise.
For bespoke support and guidance, you can book a session with Chani here
About Mums in Marketing
Mums in Marketing is a global community dedicated to supporting and empowering mums in marketing and the creative industries. We provide a safe space for members to share experiences, gain insights, and build valuable connections, all while balancing the demands of career and motherhood.
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