Showing affiliation through branded merch
Last year my inlaws turned me on to the Morning Brew Daily podcast. It is a quick, 25-minute weekday podcast that features a millennial and Gen Z’er going through six business stories. I quickly became hooked –loved their energy, insights and found the topics interesting. And I quickly began sharing what I learned on MBD with others.
When they recently started offering merch, I wanted to get it for three reasons. First, I love referring people to the pod. This was another way for me to bring it up. Second, I wanted to signal to the community my love for the pod and hope for the moment when someone says “I listen to MBD too!” Third, I want to support the podcast. I want them to be successful and continue doing this pod. And in this small way, I can share my support.
Showcasing affiliations by using branded merch is undoubtedly a growing trend. My thoughts about MBD gear were perfectly captured in the article recently written by Linni Kral called Merch Madness. This fun and insightful article gives an in-depth view of not just how branded merch has become a staple of our wardrobes, but it also focuses on the why.
The article highlights that our need to communicate one’s identity, affiliations and communities has never been so prevalent and wide-ranging. We are happy to be billboards and indirect influencers for brands, creating those IYKYK (If You Know, You Know) moments along the way. This trend applies to branded merch for well-known brands and local favorites alike.
And we pay big money for this branded merch. I was not surprised when a recent CNN article featured a $3 Trader Joe’s tote that has over 11 million views (and counting) on TikTok. And, it’s being resold online for 2x, 10x and up to potentially 100x the retail value. To be clear: No one is buying this bag because of the quality. They want to be associated with TJ’s.
My wife loves telling a story about being at the gym when she saw an older lady wearing a t-shirt from the podcast My Favorite Murder. My wife loves that podcast. And so did the lady. All because of a t-shirt, they had an instant connection resulting in a fun conversation.
How This Trend Can Impact College Fundraising
Taking advantage of this branded merch trend makes total sense for our collegiate clients. Colleges have unique emotional connections with their constituents. There is a long-established built-in pride with universities. So there is an opportunity to lean into this more than ever before.
On the merch side, beyond the standard college t-shirt, embrace other products that let individuals show their pride. These include stickers, croc charms (oftentimes, I think crocs are only popular because they can be decorated), scrunchies, shoelaces, zipper pulls, luggage tags and much more.
The decoration of an item is also an important component to take advantage of within this trend. There are three important recommendations that I have:
- Don’t shy away from promoting the brand through the decoration. My MBD sweatshirt is not subtle, at all, in promoting the brand.
- Make it a special or limited edition for the campaign. Recently we ran t-shirts for the fall fundraising campaign of 88.9, a local Milwaukee radio station.The art was exclusive to that campaign and was retired afterwards. This strategy pulls in audiences to “buy now.”
- Use emotional and unique connections. We love how the University of Richmond used this strategy with a giving campaign. It featured socks with artwork that showcased an iconic campus pond and gazebo. The only people who would really appreciate the artwork is the Spider community, creating a true IYKYK moment when other Spiders see them!
As we will continue to be a society who wants to stand out and show our unique selves, branded merch will continue to be at the center of this. Use this opportunity to make sure your brand is taking advantage of this moment.