Digital Grabs Attention. Physical Builds Connection. Together…They Build Loyalty.
When it comes to marketing, most organizations feel pressure to pick a side: Digital — fast, data-driven, measurable. Physical — tangible, personal, and lasting.
But the truth is, you don’t have to choose. The most effective brands know that when you blend digital and physical marketing, you create a one-two punch of awareness + connection that builds real loyalty over time.
Let’s explore five practical ways you can make your digital and physical marketing work together.
Start With a Unified Message
You’ve seen it happen: a brand launches a slick online ad, you click to learn more, and suddenly it feels like you’ve entered a different world. The tone shifts. The visuals don’t match. The vibe is completely off.
That kind of disconnect breaks trust.
Your digital and physical presence should look, feel, and sound consistent. If your social media is playful and colorful but your branded merch looks like it’s from a different decade, your audience notices—even if they can’t quite explain why.
At Hasseman Marketing, we encourage clients to think of their brand as a single story told across multiple touchpoints. Whether someone encounters your logo on Instagram, your website, a billboard, or a water bottle, the tone and message should align.
Because when your marketing feels seamless, people feel confident they know who you are.
Use Merch to Enhance Digital Experiences
Here’s where physical marketing can transform your digital funnel.
Imagine someone downloads your free guide, registers for your webinar, or subscribes to your video series. Most companies stop there—they send a confirmation email and hope the lead stays engaged.
But what if you went a step further?
Send a small, thoughtful piece of branded merch that ties into the experience. Maybe it’s a notebook that matches the design of your guide, or a coffee mug that includes the series name.
That one physical touchpoint adds weight and warmth to an otherwise digital transaction. It keeps your brand on their desk (literally) and in their mind long after they’ve closed the browser tab.
It doesn’t have to be expensive; it just has to be intentional. When your physical follow-up supports the same story your digital marketing started, you build connection—and that’s what drives conversion.
Make It Interactive with QR & NFC Technology
We’ve all seen QR codes make a big comeback, but there’s another tool marketers should be paying attention to: NFC technology (the same tech that powers tap-to-pay).
You can now create pens, tumblers, or notebooks that let customers tap their phone and instantly visit your website, a campaign page, or even a personalized thank-you video.
This is where the physical and digital truly merge. At a recent fundraiser, one team printed QR codes on their shirts that linked directly to their donation page. It turned every participant into a walking call-to-action.
Imagine taking that same concept into your next trade show, customer event, or direct-mail campaign. A piece of merch that connects instantly to your digital world becomes more than swag—it becomes a gateway.
Use Social Media to Tell the Story Behind the Merch
The merch itself is great, but the story behind it can be even better.
For our Customer Appreciation Show, we didn’t just hand out products—we told the story of why we chose each one. We filmed behind-the-scenes clips of our team debating product options, explaining why an item fit the event theme, and sharing what we hoped it would mean to our clients.
That authenticity resonated. Attendance went up, and engagement skyrocketed because people felt part of the journey before they ever walked in the door.
So, don’t stop at showing the finished product. Use your social platforms to celebrate the people, creativity, and emotion behind your merch decisions. That’s what transforms ordinary promo into meaningful marketing.
Guide Behavior and Track Results
Finally, remember that every piece of merch can serve a purpose.
By embedding a QR code, NFC tag, or even a custom short URL, you can turn your giveaways into measurable, actionable tools.
Add a simple card that says, “Scan here to book a demo,” or “Tap your mug to join our VIP list.” Then track the responses. You’ll know exactly who’s engaging and which campaigns drive real ROI.
For influencer kits or event boxes, create an intentional next step—like encouraging recipients to post and tag your brand or share an unboxing video. When you combine the tactile power of merch with the trackability of digital, your marketing becomes both human and smart.
The Big Takeaway
Digital grabs attention. Physical builds connection. And together—they build loyalty.
If your marketing feels one-sided right now, start small. Add a tangible follow-up to your next email campaign. Include a QR code on your packaging that points to a heartfelt video message. Or hand out NFC-enabled gifts that drive people straight to your website.
Every digital campaign deserves a physical complement—and every piece of merch deserves a call-to-action.
Because when the two worlds work together, your audience doesn’t just remember your brand… they believe in it.
If you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
Attracting and keeping great employees has become one of the biggest challenges for organizations today. And while most leaders think about HR and marketing as two completely separate functions, the truth is that they’re deeply connected. That’s one of the key ideas behind my new book, TARGET for Talent. In this latest DMJ 1 on 1 episode, I share five important lessons from the book that can help leaders rethink how they approach hiring, culture, and retention. Get the Kindle Version of the book (this week) for FREE here.
1. Hiring Is Marketing
Most organizations treat hiring as a simple HR transaction: post a job, gather resumes, and pick someone. But the reality is that hiring works just like marketing. You’re not just filling a role—you’re telling a story that connects with people.
When you write a job description, don’t make it a sterile list of tasks. Think of it as marketing copy. Speak to the person you’re trying to attract, not just the position you’re trying to fill.
Lesson: If you want better hires, start writing job descriptions like you would write an ad to attract customers. Anchor Quote: “You’re not hiring a position. You’re hiring a person.”
2. Always Be Accepting (Not Just Hiring)
Too many organizations only recruit when they’re desperate. But that’s like only advertising when sales are slow—it’s already too late.
Instead, you need to build what I call a “talent community.” This is a warm list of people who already know your brand, like what you do, and would consider joining your team when the right opportunity comes up. Even if you don’t have a current opening, you should be out in the market telling your story and building connections.
Lesson: Don’t wait until you have an urgent need. Build relationships with potential candidates year-round. Anchor Quote: “You can’t hire who you can’t reach. And you can’t reach them if they don’t know you exist.”
3. Hiring Is Sales with a Soul
The way you treat candidates says everything about your organization. Every single applicant—whether you hire them or not—is a potential brand ambassador.
That’s why responsiveness, empathy, and communication matter. Reply quickly. Be human. Let people know where they stand. Even if you don’t offer someone a job, how you treat them in the process will shape how they feel about your brand.
Lesson: Hiring is not just about filling a seat. It’s about building relationships that enhance your reputation. Anchor Quote: “The faster you care, the more they believe.”
4. Enthusiasm > Perks
Ping-pong tables and free snacks are nice, but they’re not what creates culture. Culture is built in the little moments that make people feel valued.
Things like thoughtful onboarding kits, celebrating small wins, referral bonuses, or even personal thank-you notes can go a long way. Those are the things that turn employees into real brand ambassadors—people who are excited to tell others about where they work.
Lesson: You don’t need a massive budget to build a great culture. You need intention, enthusiasm, and small consistent touchpoints. Anchor Quote: “You don’t need to hire a hundred influencers. Just make sure your own people want to talk about where they work.”
5. What Gets Measured Gets Managed
In sales, we’d never dream of running without dashboards and metrics. Yet too many HR departments are flying blind.
You need to measure both lag indicators (like turnover or retention rates) and lead indicators (like how many interviews you’re scheduling, or how often you’re recognizing employees). Tracking these behaviors helps you stay proactive, instead of reacting after a problem gets too big.
Lesson: HR deserves the same rigor and tracking as sales. Measure it, manage it, and improve it. Anchor Quote: “You can’t manage what you’re not measuring. And you can’t grow what you’re not training.”
Final Thoughts
If there’s one big takeaway from these lessons, it’s that hiring and retention aren’t “HR problems.” They’re business-critical issues that require the same thought, creativity, and consistency as marketing and sales.
When you think of hiring as marketing, build a talent community, treat candidates like people, focus on culture over perks, and track what matters—you’ll create an organization where great talent not only joins but stays.
That’s the heart of TARGET for Talent: helping leaders connect the dots between people and performance. Because at the end of the day, your team is your brand—and the relentless pursuit of better starts with them.
When most businesses think about marketing, their focus is on new customers. And that makes sense—you need to keep growing and reaching fresh audiences. But here’s the truth: the most overlooked audience for most organizations is their current customer base.
Why Appreciation Marketing Works
Your existing customers are not only more likely to buy from you again, but they tend to buy faster and more. Yet, too often, they get the least attention. That’s where appreciation marketing comes in.
This isn’t about gimmicks. It’s about gratitude that scales. It’s about building relationships that last. And when you do it right, appreciation marketing becomes one of the most powerful branding tools you can use.
Let’s dig into seven ways to build your brand through appreciation marketing.
1. Send Thank You Notes
It sounds simple because it is—but that’s also why it works. A handwritten thank-you note cuts through the noise in a digital world. Everyone knows they should send them, but very few actually do.
Pro tip: Keep a stack of cards and envelopes on your desk so it’s easy to act on this right away.
2. Create an Appreciation Program
Want to make appreciation consistent? Build a program for it.
Once a quarter, go to your best clients—the top 20% that drive most of your revenue—and show them you care. It could be a thoughtful gift, a great piece of branded merch, or even a personalized gesture that keeps your brand in front of them all year long.
This isn’t just gratitude—it’s smart branding.
3. Make It Feel Like a Gift
One of the most powerful things about appreciation marketing is that it’s the only kind of marketing people will thank you for.
When you give a useful, well-designed branded item, it doesn’t feel like an advertisement—it feels like a gift. And that gift creates goodwill and long-lasting impressions.
4. Appreciate Your Team Too
It’s not just about clients. Showing appreciation to your team creates a ripple effect.
Happy, valued employees create better customer experiences. When you take care of your people—whether that’s with recognition, thank-you merch, or simple acknowledgment—you’re really taking care of your customers, too.
5. Use Gratitude as a Follow-Up Tool
Most people say thank you after a win. But what if you said thank you for the opportunity—even if you didn’t close the deal?
That kind of appreciation sets you apart. It leaves the door open for future opportunities and shows your brand has heart.
6. Show Up Just Because
At Hasseman Marketing, we say: “Show up when you’re not asking for money.”
It’s easy to show gratitude when you’re closing a deal. But the moments that really matter are the ones in between—the “just because” touches that show you care even when there’s nothing in it for you right now.
7. Turn Appreciation into a Referral Engine
Gratitude and referrals go hand in hand.
When a customer gives you a great review, thank them—and then take the next step:
“Is there anyone like you who would also appreciate this service or product?”
Sweeten it with a reward, like a t-shirt or another piece of merch, and suddenly you’ve created a simple but powerful referral machine fueled by appreciation.
Final Thoughts
Appreciation marketing isn’t just a nice-to-have. It’s a brand builder. It deepens relationships, drives loyalty, and can even create new opportunities.
When you scale gratitude, you scale impact. And in the process, you make your brand unforgettable.
So here’s the challenge: what can you do this week to show appreciation to a client, a team member, or even a prospect? Start small, stay consistent, and watch how it transforms your brand.
And as always, if you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
When most people think about branded merchandise, they picture giveaways at trade shows or customer appreciation gifts. But some of the most powerful marketing doesn’t happen externally—it starts inside your own organization.
Today, let’s flip the script. We’re not talking about giving merch to your customers. We’re talking about using merch internally to build something even more valuable: your company culture.
Your First Audience is Your Team
Here’s the truth: if your employees don’t believe in your brand, your customers won’t either. Culture is not a buzzword. It’s the emotional glue that keeps your team aligned, motivated, and moving in the same direction.
That’s why internal branding matters. It helps your team feel connected to something bigger than themselves. And branded merch can play a surprisingly powerful role in that.
In a world of remote work, hybrid offices, and constant change, building a sense of unity isn’t optional—it’s essential. Branded merchandise can be the physical thread that ties your people together, no matter where they are.
How Branded Merch Builds Culture
Let’s break down a few ways internal merch can make an impact:
It Creates a Sense of Team
When your team wears the same logo, there’s a shift. It says, “I’m part of this.” Matching apparel, custom gear, or desk drops aren’t just swag—they’re signals. They foster identity, pride, and camaraderie.
Think about sports teams. Uniforms matter. Your company is no different.
It Reinforces Your Values
Merch is a powerful tool to bring your mission and values to life—visually and tangibly. Are you an eco-conscious brand? Give out high-quality, reusable drinkware made from recycled materials. Is innovation your thing? Deliver sleek, smart tech products that reflect that mindset.
Every item becomes a storytelling device. When done well, it communicates who you are without saying a word.
It Recognizes and Rewards
Merch is a fantastic way to say “I see you.” Whether it’s for work anniversaries, birthdays, performance milestones, or just a surprise thank-you—thoughtful gifts boost morale and make your people feel appreciated.
And here’s the secret: when people feel seen, they’re more likely to stick around and bring their best selves to work.
It Creates Excitement During Key Moments
First days, big meetings, new product launches, culture initiatives—all of these are opportunities to rally your team. A well-timed merch drop turns routine events into memorable experiences.
You’re not just handing out stuff. You’re marking the moment.
What Kind of Internal Merch Works?
There’s no one-size-fits-all approach, but here are some tried-and-true ideas:
Onboarding Kits: Make that first day feel like a warm welcome.
Employee Appreciation Gifts: Thoughtful, useful, and on-brand.
Seasonal Drops: Holiday gifts, summer gear, or winter wellness kits.
Sales Incentives: Reward performance with items they’ll be proud to use.
Team Uniforms: Polished apparel for events, client meetings, or just day-to-day branding.
Remote Work Kits: Branded mugs, notebooks, or ring lights for your WFH warriors.
Tips to Do It Right
If you want your internal branding to land well, here are a few quick pointers:
Let your team vote on items or designs—it builds anticipation and ownership.
Make it wearable or useful. No one wants another junk drawer item.
Invest in quality. A cheap hoodie doesn’t feel like a gift. A premium piece makes people feel valued.
Presentation matters. Package it with care and intention. This isn’t a handout—it’s a culture-builder.
Your Call to Action
Here’s your challenge: Take a hard look at your internal brand. Is it alive and well inside your company—or only visible to the outside world?
If you want a high-performing team, start by helping them feel like they belong. And you don’t need to launch a massive program. Start small. Create one drop. Celebrate one moment. Build from there.
Because when your people believe in your brand, they don’t just work for you—they advocate for you.
Final Thought: Your internal culture drives your external results. Merch can help make that culture visible, tangible, and unforgettable.
And as always, if you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
On this episode of Better Merch…Better Marketing, Kirby and Jade are back to cover a lot of ground — from building stronger morning routines to building better websites. As always, the conversation is filled with real-world marketing insight, a few laughs, and plenty of practical takeaways you can use right away.
Watch the full episode below and join us for the conversation.
Updating Morning Routines
The episode kicks off with some personal updates as both Jade and Kirby reflect on how their morning routines are shifting.
Jade shares that she’ll be moving to Georgia soon, which means she’ll officially be operating on Eastern Standard Time — the same as Kirby. The change may seem small, but it impacts how her days will start and how she wants to structure her workday more intentionally.
Kirby, on the other hand, talks about how he’s recently delegated a few of his morning tasks to his team. While that delegation helps free up time, it also creates space he wants to fill intentionally. Rather than waste that extra time scrolling or being reactive, he’s thinking about ways to invest that energy into personal development, creativity, or deeper planning work.
Both agree: your morning routine sets the tone for your day. And if you’re not adjusting it as your life and business change, you’re likely leaving opportunity on the table.
Improving Your Website: Your Digital Real Estate
From there, the conversation shifts into one of the most important assets every brand owns — their website. Or as Kirby calls it, your “digital real estate.”
Jade doesn’t hold back when she shares some of her website pet peeves. Things like broken links, outdated info, confusing navigation, or a lack of clear calls to action drive her crazy. In today’s world, your website is often your first impression and a bad experience can cost you business before you even know it.
Kirby adds one of the biggest mistakes he sees: websites that aren’t clear. Within seconds, a visitor should be able to easily understand what you do, who you serve, and how you can help them. Confusion kills conversions. If your visitor has to scroll or search to figure out what your business actually does, you’ve already lost them.
Beyond clarity, Kirby also discusses how a website should serve its audience. That means adding tools, resources, and content that actually help people solve problems, answer questions, or take the next step with your company.
A few simple ways to upgrade your website include:
Make it clear what you do within seconds of landing on your homepage
Ensure your contact info is easy to find
Add lead magnets or free resources
Create FAQ or knowledge base sections
Use video to introduce your brand and team
Keep your site updated regularly with fresh content
The theme here is simple: treat your website like a living, breathing asset, and it becomes one of your most valuable business tools.
Why Welcome Kits Matter
The third segment dives into a topic both Jade and Kirby love: welcome kits for new employees.
When someone joins your team, the onboarding experience is one of the first signals they get about your company culture. A great welcome kit helps them feel like part of the team right away — before they even step through the door on day one.
Kirby shares that the best companies start building culture and excitement even before an employee’s first official day. Sending a branded welcome kit to their home helps new hires feel valued and creates instant buy-in.
Welcome kits don’t have to be elaborate. A few well-selected branded items, a personal note from leadership, and useful tools for their new role go a long way. Plus, it helps build internal brand pride and creates consistency across the organization.
Product of the Week: Year-At-A-Glance Calendar
This week’s featured product is simple but powerful: a Year-At-A-Glance Calendar.
While it might not be the flashiest piece of branded merch, it delivers something marketers always want — staying visible all year long. When a customer hangs your calendar in their office or workspace, your logo is seen every single day. That’s long-term brand reinforcement you can’t get from a quick social post or one-time mailer.
Shout Out of the Week: The Downtown Ice Cream Parlor
This week’s shout-out goes to The Downtown Ice Cream Parlor in Newark, Ohio. The shop has built a great reputation for doing the simple things right. They serve up delicious ice cream in a warm, friendly atmosphere that keeps customers coming back. From classic flavors to the local charm of the store itself, The Downtown Ice Cream Parlor has created exactly what a great small business should be — consistent, inviting, and customer-focused.
Sometimes the best marketing is simply delivering a great product and experience, every single time.
Final Thoughts
This episode is packed with takeaways that apply whether you’re marketing a business, leading a team, or simply trying to build better habits.
A few quick reminders from the conversation:
Review and update your morning routine regularly
Make your website clear, simple, and truly helpful
Use welcome kits to create stronger culture and first impressions
Simple branded products like calendars can deliver year-round visibility
Great customer experience is still the most powerful form of marketing
Be sure to watch the full episode above for the full discussion, and stay tuned for the next edition of Better Merch…Better Marketing.
If you need help with branded merch, welcome kits, or creative ways to grow your brand, we’re always here to help.
And as always, if you need help with branded merch, marketing strategy, or creative ideas to grow your brand, let’s talk. We’d love to help you. Head here to get the book “Hit The TARGET” for FREE! This will help you dial in your marketing for better results.
