Customer: Can I Advertise My Love for You? Branded Gear's Power

If you lead the marketing function for a consumer brand the subject of branded wearables and gear is an important one. The requests for a free hat, t-shirt, or other branded gear item are endless. The requests are so frequent, that as a marketing pro, you know that you need to have a strategy to keep your customers happy.

If you are part of an established marketing team, you likely already have a gear program in place. It's also probable that you've partnered with a national or regional service provider to offer B2B and possibly B2C branded gear options.

But for the sake of this article, let's pretend that you are coming into a company for which you are tasked with building the marketing function from the bottom up and one of the key objectives you have been given is to build the brand.

One of the best ways to do this is by allowing your brand customers or "fans" to be your mouthpiece in the market. First the blocking and tackling: connect with them using every appropriate method. Create that "sticky" connection to your products and services making the thought of leaving you for a competitor uncomfortable. Continue to transmit your values as a brand and foster the idea that they are an extension of you and what you stand for and what they stand for and that's value alignment - the stickiest connection that exists! 

Next, help them wear their hearts (passion) for you and your brand on their sleeves, literally and figuratively. This is especially important if your brand is aspirational in your industry. 

When I joined BOSS Snowplow in 2009, the marketing department was largely undeveloped, it was staffed by two people, myself and a marketing assistant. The marketing materials were outdated, and the tactics were antiquated. New product development was entirely driven by engineering, resulting in products with a good market reputation but lacking a strong "brand voice" to build awareness, educate, and attract new BOSS "fans."

Market research showed that customers viewed BOSS in an almost "Harley Davidson-like" manner. The products were on the higher priced side, had a reputation of durability and innovation, and had a cool name. The ingredients were there to infuse modern tactics, platforms, and materials to quickly grow the brand. I took the mission head-on as I could see the opportunity. 

One of the first things that I knew was missing was a gear program. Fans of this brand wanted to wear the logo and the name as a badge of honor. Conduction VOC research with the BOSS dealers indicated the desire to sell BOSS-branded gear was strong. End users contacting us through email and phones, and eventually live chat, said the same thing. It was clear: we needed to establish a branded gear program with B2B and B2C solutions. 

We partnered withPowertex Group. I knew this company from my previous years at Mercury Marine. They were able to provide a turn-key, branded gear solution that did everything we needed. They handled every aspect of the program, from design to inventory and sales transactions. They offered an online e-com platform which we integrated into our native BOSS website. To the consumer, the site looked like an extension of our own in every way. For us, we had an effective tool to give our fans what they wanted, across both B2B and B2C without adding headcount, inventory, or day-to-day administrative duties. We coordinated with Powertex Group throughout the year on design strategy, sales figures, etc. 

The result: within 1 year of launching this program our branded gear sales skyrocketed to nearly $400k in sales. Each year, the program grew in sales and our involvement level stayed the same. It was and still is, a success!

Allowing your customers to represent your brand through gear is one of the simplest and most cost-effective tactics to enhance your brand and increase brand awareness. Find a solution provider and collaborate closely with them to ensure alignment on branding, voice, design, and other key aspects. By doing so, you will not only achieve your goal of strengthening the brand, but you'll also create a new revenue stream for your company. Remember, this gear is an extension of your marketing efforts, so treat it accordingly.

A Branded hat, or any quality gear, can help you keep a customer for a lifetime.