In this week’s episode of Better Merch…Better Marketing, Kirby Hasseman and Jade Crider dive into creating repeatable content, making PR packaging meaningful, and learning from a purpose-driven brand from across the globe. They also feature a practical and elevated merch item and end with a shout-out rooted in community and service.
Mariah’s TikTok and Why Repeatable Content Matters
The episode began with a conversation about Mariah’s TikTok video and how it highlighted the value of creating repeatable content formats.
The biggest creators and most memorable brands often do not rely on random inspiration. They build content systems. A repeatable format gives your audience familiarity and gives your business consistency. In addition, Mariah Carey’s content is built around the holiday season…every year. So every single year, she is able to capitalize on content that she has created one time. Small to mid-sized businesses often miss this. Each piece of content is created as a one-time thing. Some of the biggest creators make a few pieces of evergreen content that can come back every year at the same time.
The lesson for small to mid-size businesses is simple. You do not need to reinvent your content every day. You need one format you can do with consistency and quality.
PR Packaging: How to Make It Count
Next, Kirby and Jade discussed PR packages and how to do them the right way. It is not about sending expensive boxes. It is about being intentional.
Here were the key points from the conversation:
Custom packaging and why it matters
The outside of the box is part of the brand experience. Custom packaging shows that your business cares about presentation and identity. It sets the tone before the person even opens it.
Understand who you are sending it to
Do not send generic kits to random influencers or clients. Know your audience. Think about their lifestyle, what they value, and whether your product fits their world. A PR box should feel like it was made for them.
Use all five senses, including tissue paper
Details matter. Tissue paper, textures, scents, handwritten notes, the sound of opening a sealed box. These sensory touches create emotion and memory. They elevate the experience beyond just product delivery.
And, if you want to hear the rest of the conversation, watch the episode.
Brand Spotlight: On The House (Australia)
Jade highlighted On The House, a feminine hygiene company from Australia. Their mission is to make menstrual care accessible and respectful, without stigma.
What makes them stand out is their clarity. Their branding is clean. Their message is simple. Their business model supports both convenience and compassion.
The takeaway for businesses is that purpose adds value. You do not need to solve global issues, but when your brand stands for something meaningful, people notice.
Product of the Week: Gemini Qi 3.0 Wireless Charger
Shout-Out: Local Food Drives and Community Support
This week’s shout-out goes to Skylar Hasseman-Stewart, Amy Hasseman, and everyone organizing food drives for families in need. These efforts matter. They show what service and leadership look like in real life and remind us that marketing is ultimately about people and relationships.
Final Thoughts
This episode focused on practical tools and purposeful actions.
Build repeatable content instead of chasing daily inspiration
Treat PR packaging as a brand experience, not a shipping box
Learn from brands with purpose and clarity
Use merchandise that is functional, high-quality, and long-lasting
Celebrate people who make their communities better
Better marketing starts with intention. Better merch supports that message.
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!
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!
It’s time for another episode of Better Merch…Better Marketing! This week, Jade Crider (your Branding Bestie) and Kirby Hasseman are back to talk about marketing that actually makes sense, creative ways to connect with clients, and a little bit of tech-induced rage.
This episode was packed with fun stories, smart lessons, and a few laughs along the way—let’s dive into the highlights.
Canva’s Confidence: The Power of Transparency in Marketing
We’re starting this week’s episode with a rare shoutout for a big brand that’s doing it right.
Canva—one of the world’s most popular design platforms—recently sent out subscription renewal emails in advance of renewal. Sounds simple, right? But in an era where most companies quietly renew subscriptions and hope customers don’t notice (or cancel), this move stood out.
Kirby pointed out that this shows confidence—and integrity. Canva isn’t trying to trap customers. They’re saying, “Hey, your renewal is coming up. Make sure this still works for you.”
That kind of honesty builds trust. It also makes customers more likely to stay with a brand long-term. As Kirby said, “When you do the right thing, it shows that you’re confident in your value.”
It’s a great reminder for all of us in business: transparency is marketing, too.
Jade’s Creative New Prospecting Strategy
Next up, Jade flipped the script on traditional sales outreach—and it’s paying off.
Instead of cold emails or standard pitches, she’s using social media to introduce herself and her style. She created a video asking people to tag brands that might fit her vibe, and then she follows up by creating short videos showing what merch she would recommend if she worked with that brand.
It’s creative. It’s personal. And it’s fun.
The early response has been fantastic—and it’s easy to see why. It’s a fresh take on outreach that feels more like a collaboration than a sales pitch.
This strategy also highlights something Jade and Kirby both preach: in marketing, show—don’t just tell. Instead of telling people she’s great at branding, Jade is proving it through her creativity and initiative. It’s an inspiring approach for anyone looking to stand out in their industry.
The Tech Glitch That’s Causing Calendar Chaos
Then came the rant (and honestly, who could blame him?).
Kirby shared a growing frustration: companies automatically adding meetings to his calendar without his consent—and when he deletes them, they come back. It’s not just inconvenient; it’s infuriating.
The marketing lesson here? Just because technology lets you do something doesn’t mean you should.
Automation is powerful, but when it crosses the line into intrusion, it damages your reputation. As Kirby put it, “If your marketing tactic makes people mad, it’s probably not good marketing.”
This was a great reminder that empathy should always guide technology use. Ask yourself: Is this helpful or annoying? The answer matters more than the feature list.
Product of the Week: 24-Can Glacier Peak XL Cooler Bag
This week’s featured product is one that’s cool in every sense of the word.
The 24-Can Glacier Peak XL Cooler Bag from HPG Brands is the kind of branded merch that checks all the boxes: functional, durable, and totally giftable.
It’s perfect for tailgates, outdoor events, or employee appreciation gifts—and yes, you can find it in our shop.
With its generous capacity and quality construction, this is one promo item that won’t get left behind.
Shout Out: Friends of the Park Half Marathon, 10K, and 5K
Finally, this week’s shoutout goes to a fantastic local cause: the Friends of the Park Half Marathon, 10K, and 5K!
This event raises funds for the park system in Coshocton County, helping improve the trails, greenspaces, and recreation opportunities that make the area such a special place to live and visit.
Whether you’re running or cheering from the sidelines, it’s a great way to support the community—and get a little exercise in, too!
Final Thoughts
This episode of Better Merch…Better Marketing had a little bit of everything—brand lessons from Canva, creative sales inspiration from Jade, and a healthy reminder from Kirby that not all tech tricks are good marketing.
The through-line? Great marketing is human. It’s transparent, creative, respectful, and intentional. Whether you’re designing merch, crafting a campaign, or just sending a renewal email, how you do it matters.
Catch the full episode now and join the conversation. And don’t forget—if you want help creating branded merch that gets people talking (in a good way), reach out to the team at Hasseman Marketing. We love helping brands do marketing that makes people say “thank you.”
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!
After taking a short break for some well-deserved family time, Jade Crider (your Branding Bestie) and Kirby Hasseman are back for another episode of Better Merch…Better Marketing! And this week’s conversation hit all the right notes — from football season and finding your audience to learning how (or maybe how not) to unplug.
Let’s dive into this week’s episode highlights.
What the NFL Can Teach Marketers
Football season is back—and so is the frustration of trying to watch it. Between Amazon Prime, Peacock, ESPN+, CBS, Fox, NBC, and YouTube TV, the NFL is scattered across at least six different platforms this year. Kirby and Jade both laughed about how confusing it’s become just to watch a game. But that chaos sparked a great marketing lesson.
Just like football, there’s no single platform to reach your audience. You can’t rely on one channel—whether it’s social media, email, or video content—to carry all your marketing weight.
That’s why it’s more important than ever to identify your perfect customer. When you truly understand who they are, where they spend their time, and what they care about, you can meet them where they already are—without wasting effort shouting into the void.
Kirby also added a great point about collaboration. Sometimes, instead of trying to do everything yourself, partnering with another brand that serves the same audience can help you reach your customers faster and more effectively. It’s a win-win.
The Art (and Struggle) of Disconnecting
Both Jade and Kirby took some time off recently for a family trip. And while they enjoyed the break, both admitted they weren’t perfect at truly “disconnecting.”
In today’s world, where work is always one notification away, it’s harder than ever to unplug. But as they discussed, learning how to step back can actually make you better when you step back in.
Jade talked about how planning ahead helps her relax on vacation—tying up loose ends before leaving makes it easier to actually enjoy the time away. Kirby shared how he’s learning to set more intentional boundaries, even if that means occasionally failing at it.
Their takeaway? You can’t pour from an empty cup. Recharging isn’t just good for you—it’s good for your business, your creativity, and your relationships.
“Locking In” — Gen Z’s New Take on Focus
The duo also dove into a Gen Z trend that’s taking over TikTok and beyond: “Locking In.”
It’s essentially about committing to a goal early—like starting your New Year’s resolution in October instead of waiting until January—and going all in with focus and intensity.
Jade couldn’t help but laugh at the idea that this is basically just rebranding “hard work” with a new name. But Kirby loved it. He pointed out that in today’s culture, we’ve almost made “hustle” a bad word, even though hard work is still one of the few things we can fully control.
His advice? Whether you call it “Locking In” or “grinding,” the key is to start. Don’t wait for perfect conditions. Progress belongs to those who take action.
At first glance, it looks like a sleek, high-quality writing instrument (which it is). But the magic happens when you tap it to your phone. The pen can be programmed to take users directly to a website, video, digital business card, or landing page.
Jade and Kirby agreed this is one of the best examples of branded merch with function and flair. It’s practical, tech-savvy, and bridges the gap between physical and digital marketing. Whether you’re in real estate, education, healthcare, or any other industry—this pen has major potential to keep your brand in hand and in mind.
This week’s shout-out went to the folks at PromoCares, a collective of promo professionals using their platform for good. They’re currently raising funds to build water towers in underserved communities through their Water 4 Good initiative.
Kirby and Jade both praised the organization for leading with purpose and showing how branded merch can make a real difference in the world. It’s marketing with heart—and a perfect example of how this industry can give back in meaningful ways.
Final Thoughts
This episode of Better Merch…Better Marketing was all about clarity, balance, and action. Whether you’re trying to reach your ideal audience, take time off without guilt, or “lock in” to your next big goal, there’s one big takeaway: Be intentional.
Because whether it’s your marketing, your mindset, or your merch—when you align your actions with your purpose, great things happen.
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!
Season 2 of Better Merch…Better Marketing is rolling along, and this week Kirby and Jade are back LIVE in the Hasseman Marketing office for a lively conversation about tech, retail, events, and of course, branded merch. From futuristic glasses to giant grocery bags, they covered a wide range of topics you won’t want to miss.
Meta AI Glasses: Cool Tool or Creepy Gadget?
The episode kicked off with a look at the Meta AI glasses—a product that has sparked plenty of buzz and more than a few questions.
Jade pointed out some creative ways these could be used at a trade show or live event, like identifying brands in real time or helping attendees navigate a show floor. Imagine walking into a booth and instantly pulling up a brand’s story or product catalog, all without pulling out your phone.
Kirby, meanwhile, focused on the content creation angle. For marketers, the ability to record, stream, and create hands-free opens up some incredible opportunities. But he also acknowledged the elephant in the room: privacy concerns. How will people feel about wearing or being recorded by glasses that are always on?
Both agreed it’s a fascinating piece of tech—but they want to hear from you. Would you wear Meta AI glasses? Would you use them in your business?
Aldi’s Giant Bag Campaign
From futuristic tech to the grocery aisle, Jade and Kirby then tackled the latest campaign from Aldi. The discount chain made waves with their oversized shopping bags designed to perfectly fit their carts. To add to the buzz, they gave away 1,000 of them.
The verdict? Jade and Kirby loved the concept. The bag fits seamlessly into Aldi’s shopper experience, it’s fun, and it’s a walking billboard for the brand. But the limitation—only 1,000 bags—left them scratching their heads. Why not make this a bigger program that more shoppers could access?
The lesson: if you create branded merch that perfectly fits your brand and resonates with your audience, don’t stop at just a taste. Scale it up and let the campaign run.
Lessons from the Customer Show
With Hasseman Marketing’s Branding Basecamp Customer Show just wrapped up, Kirby and Jade shared their takeaways.
The T-shirt station was a hit. Giving attendees a chance to print and customize their own shirt was not only fun but also created an interactive brand experience.
You can never over-communicate. From emails to reminders, making sure people know what’s happening and where to go is critical for success.
People remember the highlights. The conversations, the experiences, and the special touches are what stick—not the little things you might stress about behind the scenes.
It was a great event, and Jade and Kirby were thrilled with the feedback and energy.
Product of the Week: The 10 x 10 Tent
This week’s Product of the Week is something many attendees saw firsthand at the show: the 10 x 10 Deluxe Steel Frame Tent.Check it out here.
Tents like these are perfect for:
Outdoor events and festivals
Trade shows and community gatherings
Company picnics or recruiting fairs
Not only do they provide function and shelter, but they also create a big, bold canvas for your brand. Learn more and get yours here.
Shout-Out: Baltic State Bank
Finally, Jade and Kirby gave a shout-out to Baltic State Bank, which is opening a new branch in West Lafayette. It’s always encouraging to see investment and growth in the local community, and this expansion is a win for the area.
Wrapping Up
This episode had a little bit of everything: tech trends, retail campaigns, event lessons, and a standout product for outdoor marketing. If there’s a thread tying it all together, it’s this: when you combine creativity with strategy, branded merch and marketing campaigns can create real impact.
From AI glasses to giant shopping bags, the landscape of marketing continues to evolve—and Better Merch…Better Marketing is here to help you make sense of it all.
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!
