How to Measure the ROI of Branded Merchandise Properly
Return on Investment (ROI) is one of the most common questions businesses ask after a campaign. And it’s a fair one.
“How do we know if our branded merchandise delivered what we planned?”
Branded merchandise doesn’t work in the same way as a Google Ad or an email campaign. You can’t directly track a sale back to a branded tote bag or water bottle. But that doesn’t mean it isn’t delivering returns.
Over the years our industry body the BPMA has worked on measuring the impact of branded merchandise. Some of their findings below:
- Customers who receive branded merchandise are 75% more likely to buy from you again.
- Over 75% of consumers receiving a branded item from a brand they trust will prompt future purchases.
- 80% are more like to make recommendations to others about your brand or service.
Source BPMA
Below are some other areas where your merchandise is delivering value and ideas to improve that with your brand.
ROI Isn’t Just About Sales
Sales are obviously important, but they’re not the only way to measure whether your merchandise has been worthwhile.
Branded products help keep your business in front of people, whether that’s customers, prospects or employees. Every time someone uses a branded mug, tote bag or notebook, they’re seeing your logo again. If other people see it too, that’s even more exposure for your brand.
The return from branded merchandise can come in many forms, from increased brand awareness and customer engagement to stronger relationships with employees and customers. Looking beyond immediate sales gives you a much clearer picture of the value your merchandise is creating.
Merchandise Does More Than Promote Your Business
Unlike an online advert that disappears in seconds, quality promotional products stick around.
The longer someone uses your merchandise, the more impressions your brand gets. That’s why useful products often give the best return. If people genuinely want to keep using them, your branding becomes part of their everyday routine.
The Longer It’s Used, the Better the Return
One of the biggest advantages of promotional merchandise is that it lasts.
That’s why choosing useful, well-made products often gives you better value in the long run than simply choosing the cheapest option. Rather than looking only at sales, try measuring a few different things….
Look at What People Are Using
If people keep reaching for the same products, there’s usually a good reason. Take branded pens, for example – they’re practical, used every day, and often become someone’s go-to pen. Whether they’re kept in a handbag, on a desk, or taken to meetings, they continue to put your brand in front of people long after they’re handed out.
If employees enjoy using them or they’re a hit at events, repeat demand is often a strong indicator that your merchandise is delivering real value and a solid return on investment.
Ask for Feedback
Sometimes the easiest way to find out if something worked is to ask. See which products people actually use and which ones end up sitting in a drawer. Honest feedback can help you make better choices next time.
Understanding what people enjoy using can help you choose products that are more likely to create long-term value and avoid investing in items that don’t make an impact.
Link It to Your Campaigns
If you’re giving out merchandise as part of an event or marketing campaign, look at the bigger results too.
Did more people visit your stand? Did your QR code get more scans? Were there more website visits or enquiries after the campaign?
Looking at everything together gives you a much clearer idea of the impact your merchandise has had.
Tracking these results alongside your merchandise spend can help you understand the wider impact of your campaign and whether your investment has achieved its goals.
Think About the Long-Term Value
Branded merchandise is all about staying visible.
Not everyone will become a customer straight away, and that’s okay. If people are still using your branded products months later, your business is still being seen.
The best way to measure the ROI of promotional merchandise isn’t by expecting instant results. It’s by looking at the long-term value it brings through brand awareness, repeat exposure and the connections it helps build.
