When Dorset Chamber was looking for promotional items to promote its brand at events and with Members, which aligned with its commitment to environmental sustainability, it spoke to Marc Penn of The Perfect Source. Marc specialises in sustainable merchandise and business gifts and has been supplying businesses of all sizes with sustainable products for nearly 20 years. Here he shares his view on the enduring value of branded merchandise and how to source it sustainably.
While digital marketing channels are essential, physical promotional merchandise complements digital efforts by providing a tangible and offline touchpoint with customers. Well-designed and useful promotional merchandise helps reinforce brand identity and recognition, so integrating physical merchandise into marketing campaigns can enhance overall brand effectiveness and engagement and still holds significant value.
Physical promotional merchandise provides a tangible and memorable way for businesses to connect with their target audience. With items such as branded pens, mugs, or T-shirts serving as constant brand reminders.
It also creates a personal connection with audiences – handing out merchandise at events or trade shows facilitates face-to-face interactions and engagement, fostering trust and loyalty among customers. Items can also be repeatedly used in various settings, such as offices, homes, or public spaces. extending its reach and visibility among a diverse audience and promoting it to others.
By using sustainable merchandise in your marketing activities, businesses can attract and retain eco-friendly customers whilst enhancing brand and reputation.
Sourcing sustainable merchandise also has a positive impact on the environment, society and the long term viability of businesses.
Sustainable merchandise reduces harm to the environment by using eco-friendly materials, reducing energy consumption, and minimising waste generation. Manufacturers in this area often ensures fair labour practices, safe working conditions, and equitable wages throughout the supply chain.
Embracing sustainability often drives innovation in product design, manufacturing processes, and supply chain management. This can lead to the development of unique and innovative products that stand out in the market, providing a competitive advantage over traditional merchandise selection.
It’s all very well having a range of sustainable products, but you really do need to know where the products are sourced and manufactured, what impact the supply chain has and how far they may have travelled. Where possible we source local printers and manufacturers and work with a fully audited clothing supplier that offers a circular economy with end-of-life collections for repurposing garments back into raw material to the clothing industry.
When sourcing sustainable merchandise from suppliers, it's important to ask questions that ensure their practices align with your sustainability goals so you can buy with confidence. Here are some questions you might consider asking:
Where do you source your products from?
Are your materials sustainably and ethically sourced?
What are your manufacturing processes like, and how do they minimise environmental impact?
Do you have any certifications or standards for environmentally friendly manufacturing?
Do you have any certifications or third-party verifications for your sustainable practices (e.g., Fair Trade, Forest Stewardship Council, etc.)?
In summary, while businesses should prioritise sustainable sourcing practices for ethical and environmental reasons, physical promotional merchandise remains a valuable tool for raising brand awareness, connecting with customers, and reinforcing brand identity in a tangible and memorable way.
Marc Penn, The Perfect Source
www.yourperfectsource.com