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We’ve worked with thousands of businesses on their branded merchandise. Some get it right from the start. Others make avoidable mistakes that cost them time, money, and the chance to make a real impact.
Most of these slip-ups stem from not thoroughly considering how the product will function in the real world. When merchandise is done well, people use it, keep it, and talk about it. When it’s not, it ends up forgotten or in the bin. Here are the mistakes we still see all too often, along with tips on how to avoid them.
1. Choosing for yourself instead of your audience
It’s easy to pick something you personally like, but the real question is whether your audience will use it. At a gaming event, a company gave out heavy ceramic mugs. They were nice mugs, but most attendees were teenagers who didn’t want to carry them all day. Many were left behind.
Begin by considering your audience’s lifestyle. Will they want to carry it? Will it fit into their daily routine? If you’re unsure, we can help you match the right product to the right people.
2. Sacrificing quality to save a few dollars
There is nothing wrong with having a budget. But going for the cheapest option without considering the quality of the products can backfire. When a giveaway looks easy to break, it won’t get used as often.
We saw this at an expo where one stand handed out reusable bags with thin handles. By midday, several had torn and attendees were replacing them with sturdier bags from other stands. It’s better to choose something well-made that will last and keep your brand visible for months, not hours.
3. Over-branding with a giant logo
Your logo matters, but if it dominates the entire design, people may be less inclined to use the product outside of the event. We’ve seen quality custom hoodies ruined by an oversized, brightly coloured logo across the chest. Attendees liked the garment but admitted they wouldn’t wear it in public.
A smaller logo, a clever placement, or incorporating your colours into the design can make the product look like retail merchandise people want to wear.
4. Ignoring the logistics
A product can look perfect on paper but be completely impractical to store, ship, or carry. One business ordered glassware for an interstate expo without considering freight challenges. The packaging was necessary to prevent breakages, but it added significant cost, and some items still arrived damaged.
Before ordering, consider how the product will be delivered to the event, how it will be distributed, and how attendees will take it home.
5. Choosing products that don’t suit the event
If the product doesn’t fit the season, location, or audience, it’s unlikely to be used. We’ve seen beanies handed out at a summer festival in Queensland. They were of good quality, but no one wore them on the day.
Ensure that your giveaways align with the context in which they are being used. For summer events, caps, sunglasses and drink bottles are great giveaways. While for winter campaigns, beanies, scarves, and thermal mugs work best.
6. Late Orders
Last-minute orders limit your options and often mean higher costs. In some cases, the product arrives too late to use.
We had a client who wanted a custom tech product for a launch, but left it so late they had to settle for a generic keyring torch. It wasn’t the impression they wanted to make. Planning allows you to choose the best product, customise it well, and ensure it arrives on time.
7. Giving away something no one will keep
If your merchandise is only useful for a single day, your brand visibility ends when the event does.
Disposable rain ponchos at an outdoor event kept people dry for a few hours but were discarded by the end of the day. Compare that to branded umbrellas, which people keep and use for years. Select products with long-term use potential to keep your brand in circulation.
The takeaway
Good merchandise isn’t about spending the most or having the flashiest item. It’s about matching the right product to the right audience, selecting quality, and ensuring it works effectively for the event. When you get it right, people use it, keep it, and remember where it came from. That’s when branded merchandise delivers real value.