When you’re planning an event, you want people to remember it.
Whether you’re bringing employees together, connecting with customers, raising money for a cause, or exhibiting at a trade show, the challenge is the same: How do you create an experience that gets people involved and leaves a lasting impression?
That’s where merch activations come in.
What Are Merch Activations?
Merch activations turn branded merchandise into an interactive experience.
Rather than simply handing attendees a finished promotional product, an on-site activation gives them the opportunity to participate in creating something of their own. Guests can choose from available products and decorations, decide how they want their item customized, and then watch it come to life right in front of them.
Think of an attendee choosing a favorite hat, selecting a branded patch, deciding where the patch should go, and then watching it get pressed on the spot.
The merchandise becomes more than something to take home. It becomes part of the event experience.
Why Add a Merch Activation to Your Event?
Traditional giveaways can be effective, but merch activations give attendees a reason to stop, participate, and engage.
They can be a great addition to employee appreciation events, fundraisers, trade shows, customer events, company celebrations, and more.
Depending on your goals, an activation can help:
- Build brand awareness
- Encourage attendee engagement
- Create opportunities for conversation
- Support employee or customer appreciation
- Make your event feel more interactive
- Give attendees something personal they’ll be excited to take home
Because attendees have a hand in creating their item, the experience feels different from simply picking up a giveaway from a table.
How Does a Merch Activation Work?
For attendees, the process is simple:
1. Choose an Item
Guests select an item from the product assortment chosen for the event.
2. Choose a Patch or Decoration
Attendees choose their favorite branded patch or another available decoration.
3. Make It Their Own
Guests decide where they’d like the decoration placed on their item.
4. Watch It Come to Life
The item is decorated on-site, allowing attendees to watch their personalized merchandise come together in real time.
It’s a simple process, but one that turns receiving branded merchandise into a hands-on experience.
Planning the Right Merch Activation
The most successful merch activations start well before the event itself.
Before selecting products or decorations, it’s important to think about the bigger picture:
- Who will be attending?
- How many people do you expect?
- What do you want attendees to take away from the experience?
- What are your event goals?
- What is your budget?
- Is there a theme or brand direction to consider?
- What would make the activation a success for your organization?
For one event, success might mean getting employees involved and creating a sense of community. For another, it could mean encouraging conversations with prospective customers at a trade show.
Starting with the goal helps determine what the activation should look like, rather than simply starting with a product.
At W.S. Emerson, we work with you ahead of the event to choose products and decoration options that align with your audience, theme, budget, and goals.
Merch Activations Go Beyond Apparel
While a custom hat or apparel station can create a great interactive experience, merch activations aren’t limited to wearable products.
Other hands-on options can include:
- Pen bars
- Disc notebook bars
- Keychain bars
- Leather labs
This flexibility makes it possible to create an experience that feels right for your event and your audience.
Make Your Next Event an Experience
A memorable event isn’t only about what attendees take home. It’s about what they get to be part of while they’re there.
Merch activations give your attendees an opportunity to interact, make choices, create something personal, and connect with your brand in a different way.
And you don’t have to figure out all the details on your own.
At W.S. Emerson, we’ll help you build an activation around your audience, goals, budget, and event so you can focus on creating an experience your attendees will remember.
Planning your next event? Make it more than an event. Make it an experience.
Reach out today to start planning your merch activation!
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