Branded merchandise has always been a powerful marketing tool, but lately, we’re seeing the industry take it a step further. Instead of simply handing someone a piece of branded merch, companies are finding new ways to turn those products into an experience.
Whether it’s letting attendees customize their own product, choose what they want, or watch their item come to life right in front of them, branded merch activations are becoming an increasingly popular way to create memorable experiences. As consumers continue to value experiences just as much as the products themselves, this is a trend our industry should be paying attention to.
So, what does a branded merch activation actually look like? Here are two examples of how you can take your next branded product experience to the next level.
Give Them the Choice
One of my favorite examples happened at the 3M Open, where ASB had the opportunity to bring a branded merch activation to life for golfers on-site.
Instead of simply handing golfers a pre-selected giveaway, they had the opportunity to pick out their own golf essentials before heading out on the course. Each golfer received a customized 12-pack of golf balls, a putter and a putter cover, but they got to choose the products they wanted as part of the experience.
I loved this activation because it took a traditional golf giveaway and made it much more interactive. The product itself was great, but the experience of choosing what you wanted made it feel more personal.
This is a simple way to elevate a giveaway. Give your audience options and let them choose the product, color, style or design that fits them best. That small element of personalization can turn a product from something someone receives into something they feel like they selected for themselves.
Let Them Create It
Another great example is something I have seen our vendor partners do really well. Sock101 does an incredible job of bringing the merch bar concept to life, giving attendees the opportunity to customize products with patches and other decorations using heat presses.
Hats, socks and apparel are popular choices, but the possibilities can go far beyond that. Attendees get to choose their product, pick their decoration and then watch their item come to life right in front of them.
What I love about this type of activation is that the merchandise becomes part of the event itself. Instead of simply picking up a giveaway, attendees have something to interact with, something to create and ultimately, something they are more likely to remember.
Make the Merch Part of the Experience
The best branded merch activations don’t feel like a giveaway, they feel like an experience that belongs at the event.
You don’t need a massive budget or an elaborate setup to make this happen. Start with the product, then ask yourself, how can I make the audience part of the process? Maybe it’s letting attendees choose their product, customize it on-site or select something that is completely unique to the event.
The goal is simple, create something people don’t just receive, but something they experience.
Because when you turn branded merchandise into an experience, you’re not just putting your logo in someone’s hands, you’re giving them a reason to remember it.
Kate Murray is the Communications & Public Relations Specialist at American Solutions for Business, a 100% employee-owned distributor. Since entering the promotional products industry in 2024, she has found a passion for connecting people through storytelling and shared experiences. She is actively involved in UMAPP, serving on committees and helping launch the Young Professionals Committee. Kate thrives on the people-first nature of the industry and the relationships that fuel it. In her PromoJournal column, expect a sports-inspired perspective, where lessons from competition, teamwork, and the fan experience often intersect with marketing and business.