Merch is one of the only forms of advertising that allows consumers to interact with a brand on a physical level, and can have a big impact on your tourism marketing efforts. However, creating merch is more than putting your logo on an item and calling it done. When considering what you want to create, you’ll need to look at your target audiences and what appeals to them most. Read time: under 4 minutes
Merchandise, or now more commonly known as merch, can have a big impact on your tourism marketing efforts. These branded products and swag can include all sorts of items that represent your tourism efforts and events (like trade shows) in a relatable way. T-shirts, water bottles, office supplies, passport covers, Bluetooth speakers—there are countless ways to get your destination brand out there separately from your traditional advertising.
Hotels and attractions are increasingly dependent on merchandising in order to succeed. The primary goal of merchandising is to create an image of success and event FOMO (fear of missing out). From wearables and stickers to electronics and games—there are several methods to promote your destination outside of your advertising.
According to Promotional Products Work, merch is one of the only forms of advertising that allows consumers to interact with a brand on a physical level, which often creates a more memorable brand experience. Their research shows that 94% of people like receiving promotional products. 88% of promotional product recipients remember the name of the advertiser on the products, and 85% of the recipients do business with the advertiser on the product.
There are several benefits to including merch in your marketing strategy:
- Help announce your destination to new people and increase recognition.
- Create lasting advertising impressions that are integrated into your target audience’s lives.
- Provide a potential boost in revenue when selling merch—it’s generally a low investment, quick turnaround way to generate revenue.
- Aid in a fundraising initiative—selling cool merch with 100% of the sales going to a nonprofit organization close to your destination’s core values can shine a good light on both you and a worthy cause.
- Build client and collaborator loyalty by providing free, quality swag (merch makes great gifts and people love free stuff!)—which leads to:
- Help build brand advocacy: an emotional connection can move your customers beyond loyalty to advocating for your brand, using it as a conversation starter.
Are you ready to jump on the merch wagon? Great!
Creating merch is more than putting your logo on an item and calling it done. When considering the items you want to create, you’ll need to look at your target audiences and what appeals to them most. Look for opportunities to connect your tagline, theme, or campaign slogan to merch. You’ll need to consider what best represents you and intrigues them, designing items specifically for those you see using it (and be sure to photograph it with them, as well!). Just about everybody loves a t-shirt but thinking outside the shirt can pay off when they start sharing your brand on their social media. Things like puzzles, custom make-up palettes, 3D models, or even edible gifts like branded cookies are not your standard merch.
You could also consider adding a mascot for your destination if you don’t already have one. Dothan, Alabama’s peanut is a great example of a unique and quirky mascot that can be used to boost your merch game. They have used it to create statues around town that add another thing to do for visitors.
Your merch has to be something fun, not boring! Make your brand something your employees and visitors want to display, wear, and share.
Custom shirts feel more authentic to your brand, and you can also use them as employee uniforms. And don’t forget the vast age difference between your visitors and their loved ones they could purchase items for, from baby onesies and toddler outfits to aprons and themed pajamas. A great freebie to have available are paper crowns, like these based on the Kingsland brand Stamp created.
Some important things to keep in mind when deciding on effective merch are:
- Stick to your company style and culture. Whatever your destination is known for—exhilarating nightlife, quirky attractions, etc.—make sure that is conveyed in your merchandise offerings.
- Match your brand quality. Don’t represent yourself as a low-quality destination with cheap products—the quality of swag given could very well be correlated to the worth of your destination. Creating value simply by what material is used in your merchandise could boost your destination’s reputation. Always make a good impression—even with your merch.
- Make an emotional connection so they want to keep that freebie or purchase branded items.
Lastly, make a plan for how you are getting it to the people:
- Set up your online store and promote it.
- Create social media giveaways to award free items or contests for the best photo or TikTok with your merch. A great example of this is how could be done is Albany, Georgia’s Turtle Tag giveaway. Those wanting to take part had to get a turtle plushie from the visitor center and complete a photo-documented scavenger hunt. They just had to post each photo on their Instagram with #TurtleTag. A random winner was chosen to get a weekend getaway in Albany.
The #TurtleTag campaign created awareness and interest of area attractions through social media posts, which will be seen by other family and friends. —Albany Herald
- Find a target list of travel influencers to mail to with an agreement for them to share it online. Visitors are now using Tiktok and other sites to plan their vacations.
- Give wearables to your employees to sport at work
- Are you creating promo videos or video podcasts? Be sure to wear or display your merch strategically.
- Have a gift shop if you have a physical visitor center. Shopping is a key tourist activity, and if shopping is confined to online only, you could lose an opportunity to sell your destination. But don't be afraid to also sell in new online channels, like TikTok.
- Conferences are another great place to give away items, or even to meeting planners to use as conference promotion to their potential attendees. Smaller items like glass microfiber wipes or nice metal pins work great for promotional freebies.
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It all comes done to just be creative—anything could work as compelling merchandise! Not sure where to get started? We’d love to chat about how we can make you stand out with merch! Let’s talk.
