We’ve all noticed it: branded merchandise that sounds great on paper but ends up in the trash. You know, pens that don’t write, T-shirts that just sit in the closet, and boxes that fall flat.
The fact is, promotional merchandise can really drive results, but it needs to be used with purpose.
At Bob Lilly Promotions, we’re not about handing out swag just for the sake of it. We see branded merchandise as a powerful tool: to engage employees, boost customer loyalty, and strengthen brand identity. And when it’s done right? The return on investment is tangible.
Here are three real client stories that highlight how intentional, well-executed merch can make a significant difference.
Client Story 1: Revamping Onboarding for Greater Employee Engagement
Industry: Energy
Challenge: Low satisfaction and inconsistent participation in onboarding
Solution: A refreshed welcome kit and cultural onboarding experience
Result: By transforming onboarding into a brand experience, the company saw a 40% rise in satisfaction, 28% more engagement, and top-tier culture scores (measured through post-onboarding surveys compared to the previous year).
A long-standing energy client approached us with a common issue: new hires were filling out HR paperwork and getting some basic gear, but they weren’t connecting emotionally with the company’s purpose or culture. Their exit interviews and onboarding feedback indicated below-average satisfaction (58%) and low participation (47%) in optional orientation sessions—a clear sign that the onboarding experience was missing energy and meaning.
We teamed up with the client’s HR and People Ops to reimagine onboarding with a focus on brand storytelling and human connection. Together, we launched a “Welcome to the Energy” kit, designed to help new employees feel part of something bigger right from the start. Each kit included:
- A premium co-branded hoodie and water bottle, reflecting the company’s commitment to sustainability and innovation.
- A personalized welcome letter from the CEO, ensuring leadership visibility.
- A set of company value cards for desk display, allowing employees to internalize essential cultural pillars.
- A printed “Onboarding Roadmap” foldout, outlining milestones and key company touchpoints during the first 90 days.
The unboxing experience turned into a shared cultural moment, sparking connection, curiosity, and pride.
The Measurable Impact
Within 60 days of rollout, the company’s post-onboarding survey showed a 40% year-over-year increase in satisfaction scores, jumping from 58% to 81%. Several specific factors contributed to this positive shift:
- Higher engagement in the first week: 92% of new hires felt “welcomed and valued” on day one, compared to 63% the previous year.
- Increased participation: Voluntary orientation attendance rose 28%, mainly due to the heightened excitement and awareness from the roadmap materials.
- Improved leadership visibility: The personalized CEO letters achieved a 97% “positive impression” rating, making them one of the standout moments of the onboarding experience.
- Cultural alignment: Survey results indicated a 35% increase in “sense of belonging” scores, showing that employees connected more deeply with company values early on.
- Efficiency gains: New hires completed onboarding milestones 22% faster, as they entered the process better informed and motivated.
These results proved that strategic branding in onboarding can yield real cultural and performance benefits. What started as just a simple kit turned into a key part of a stronger employee experience, bridging brand, culture, and retention.
Client Story 2: VIP Drops That Boosted Event Engagement
Industry: Tech SaaS
Challenge: Low virtual event attendance and engagement
Solution: Pre-event merch drop + QR-driven experience
Result: Engagement doubled compared to the previous year, thanks to personalized VIP drops, interactive QR content, and early audience excitement.
One of our B2B software clients was gearing up for a big virtual product launch. After a disappointing turnout the year before, they knew they had to step up their game. Instead of just sending a standard reminder email, they asked us: “How can we use merch to generate excitement and ensure people actually show up?”
Our response was to create a tailored VIP drop campaign that delivered value before the event.
- We curated sleek “Preview Boxes,” which were sent to top clients and prospects 10 days ahead of the launch. Inside, you found:
- Branded blue-light blocking glasses
- A soft-touch notebook featuring campaign visuals
- A personal invitation card with a QR code for accessing exclusive pre-event content
- Custom packaging with the phrase: “You’re on the list.”
The Result:
The pre-event merch and QR-driven experience led to a 2× increase in engagement year-over-year, as measured by attendance, participation, and time spent engaging with event content. Key factors behind this boost included:
- Pre-event anticipation: The branded “Preview Box” arrived 10 days before the launch, creating early excitement and a 56% increase in the calendar add-to-rate compared to the previous year.
- Personalized outreach: Hand-addressed boxes and the VIP phrasing (“You’re on the list”) boosted RSVP confirmations by 72%, indicating a stronger emotional commitment to the event before it even started.
- Interactive QR experience: The QR-coded invitation led to a 43% click-through rate, which was three times higher than the previous year’s email-only invites. Recipients accessed exclusive pre-event content, including teaser videos and agenda previews, setting them up for active participation.
- Enhanced live engagement: During the event, attendees sent out 2.1× more chat messages and 1.8× more poll responses, with breakout session attendance increasing by 95%.
- Brand recall and post-event impact: Surveys showed that 88% of participants remembered the merch box, and 74% said it influenced their choice to attend live rather than catch the replay.
This experiential approach exceeded industry averages for virtual event engagement (usually 30–35%), turning attendees into active participants and demonstrating that well-timed, branded giveaways can significantly enhance digital engagement and generate measurable ROI.
Client Story 3: Transforming Customer Gifting Into Brand Advocacy
Industry: Healthcare Services
Challenge: Low engagement with client partners after the sale
Solution: Quarterly branded gifting tied to seasons
Result: 3 new client referrals + consistent social media mentions
Our healthcare client aimed to strengthen bonds with partner clinics and physicians in the months following a sale. Previously, they would send generic holiday cards or the occasional coffee gift card, but traction and long-term loyalty were lacking.
We helped them establish a quarterly gifting program: simple, seasonal merch drops sent to partner contacts along with a personal note and a subtle call to action.
Examples of gifts included:
- Spring: Eco tote + plantable seed paper card
- Summer: Branded insulated tumbler with fruit-infuser lid
- Fall: Cozy travel blanket and mug set with pumpkin spice cocoa
Each drop was timed to coincide with client milestones or campaign cycles. The vibe was light, personal, and never overly promotional.
Over just two quarters, the program resulted in three new client referrals and numerous organic mentions on LinkedIn, with clinic managers sharing pics of their gifts and tagging the brand.
That’s the magic that happens when merch evolves from mere items to sharable sentiment.
What These Stories Share in Common
- They began with a clear objective: enhance engagement, encourage attendance, build loyalty.
- They emphasized relevance, timing, and quality.
- They recognized branded merchandise as a strategic tool, not an afterthought.
At BLP, we collaborate with brands to strategize, source, package, and execute campaigns that look great and perform even better.
Whether you’re aiming to increase participation, ignite advocacy, or cultivate deeper relationships, thoughtful merchandise, delivered with intention, can truly make a difference.
Eager to Experience Real ROI with Your Merch?
Don’t just settle for “I need something with our logo.” Let’s craft a strategy that leverages merchandise to tell your brand story, achieve your goals, and deliver real results.