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!
It’s hard to believe we’re already talking about Q4, but here we are—and this week’s episode of Better Merch…Better Marketing is packed with timely insights. From industry events to seasonal trends, Kirby and Jade share lessons, stories, and strategies to help you finish the year strong.
Lessons from Skucamp
Kirby just returned from Skucamp, one of the premier events in the promotional products industry. Beyond the swag and sessions, what stood out were the lessons that apply far beyond just this industry. Here are a few of his takeaways:
Be willing to invest in yourself. Whether it’s time, money, or both, the best growth opportunities come when you’re intentional about stepping outside your routine.
There isn’t one path to success. At Skucamp, leaders of all types shared their journeys, and no two looked alike. That’s good news—it means you can chart your own course.
Get in rooms that elevate you. When you surround yourself with people who push you to level up—and genuinely want you to succeed—you grow faster.
Keep an open mind. Growth requires curiosity. The minute you stop thinking you have something to learn, you plateau.
Events like Skucamp aren’t just about business cards and presentations. They’re about finding energy and perspective that you can’t always get from behind your desk.
Q4 Trends in Branded Merch
From there, Jade and Kirby dove into the trends they’re seeing as we head into the busiest season of the year for branded merchandise. A few key themes stood out:
Great Kitting and 1-Piece Minimums. The industry is embracing personalization at scale. Whether it’s curated kits for employees or one-off gifts, it’s never been easier to create high-impact experiences.
Improved Packaging. First impressions matter, and packaging has leveled up. Thoughtful, branded packaging elevates even simple products into memorable gifts.
Give-Back Components. More organizations are choosing products with a purpose—items that contribute to causes or sustainability efforts. This not only resonates with recipients but also aligns with company values.
These trends point to a shift: branded merch isn’t about “stuff” anymore. It’s about meaningful experiences.
Jade’s Return to Ohio
In exciting news, Jade is heading back to Ohio to help with the upcoming Customer Show. Kirby and Jade discussed why this event matters and the kind of products that are absolute “must-haves” for making an impression. (Pro tip: you’ll have to watch or listen to hear their picks!)
Their point? While Jade (and a few of the team) work remotely, it can be powerful to get them to come into the office to work together on projects and reconnect.
The book explores how marketing and HR intersect when it comes to attracting and retaining top talent. With practical frameworks and real-world lessons, it’s designed to help leaders approach hiring and culture with the same intentionality as their marketing.
This episode of Better Merch…Better Marketing covered a lot of ground—from Skucamp lessons and Q4 merch trends to personal updates and new releases. But if there’s a theme tying it all together, it’s this: be intentional.
Be intentional about where you spend your time (and who you spend it with).
Be intentional about the products you choose and the experiences you create.
Be intentional about investing in yourself and your team.
With that mindset, you won’t just get through Q4—you’ll thrive.
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!
We’re back with a brand-new episode of Better Merch…Better Marketing, and this week Jade Crider and Kirby Hasseman dive into some fun, lighthearted, and even inspiring conversations. The theme? Perfect Pairings. From TV and merch combos to book launches and golf outings that do good, this episode is all about the right things coming together at the right time.
Dancing with the Stars and Perfect Pairings in Merch
Jade kicked things off by talking about the new Dancing with the Stars pairings just announced. Kirby looked a little skeptical at first—until Jade used the show’s concept of pairings as inspiration for branded merch.
Just like dance partners need chemistry, branded merch campaigns work best when the product and the message are in sync. The right item with the right design, given to the right audience, creates real impact. Whether it’s drinkware paired with a wellness campaign, or calendars paired with long-term customer engagement, the secret is in the pairing.
Kirby’s New Book: TARGET for Talent
Next up, Kirby shared some exciting news—his new book, TARGET for Talent, is being released next week!
The book builds on the success of his TARGET marketing framework and applies those principles to the challenge of attracting and retaining great employees. Kirby talked about the inspiration behind the book, what readers can expect, and even teased a special opportunity: you’ll be able to grab a copy for FREE next week.
It’s a great reminder that just like marketing, hiring and talent development benefit from intentional strategies. Stay tuned for the launch details!
What We’re Watching Right Now
In keeping with the “perfect pairings” theme, Jade and Kirby had a little fun sharing what shows they’re watching (or excited to watch).
Kirby is ready for football season to kick off again. For him, nothing pairs better with the fall than college football and the NFL.
Jade has been binging Wednesday, the hit Netflix series, and is loving the dark humor and unique style.
It sparked the question: what are you watching right now? Drop your current favorite in the comments—we’d love to hear your picks.
The kit is designed for convenience, utility, and style. Perfect for busy professionals, travelers, or even employees heading to and from the office, it’s one of those pieces of branded merch that fits into people’s everyday lives. And when a product becomes part of someone’s routine, your brand stays with them.
It’s another example of the “perfect pairing” idea—matching useful, thoughtful merch with an audience that actually needs and appreciates it. And yes, if you want to order this now for the holidays, you can do that here.
Shout-Out: West View Healthy Living
Finally, the team gave a shout-out to West View Healthy Living for their recent golf outing. The event raised money for their “Dream On” program, which helps grant wishes for their residents.
This is such a great example of an organization using creativity and community support to bring joy into people’s lives. At the end of the day, that’s what good branding—and good living—is all about.
Final Thoughts
This week’s episode of Better Merch…Better Marketing tied together a lot of themes, but it all came back to the same idea: pairing the right things together creates magic. Whether it’s:
A branded merch item paired with a thoughtful message,
A new book paired with a real need in the workplace,
Or a community event paired with a meaningful cause…
The right pairing creates impact.
Tune in to this episode for laughs, insights, and maybe a few new ideas to inspire your own “perfect pairings.”
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!
In the latest episode of Better Merch…Better Marketing, Jade Crider (your Branding Bestie) and Kirby Hasseman dive into a mix of branding controversies, design debates, marketing lessons, and even sequels. As always, the conversation blends fun with practical insights that any business can take to heart.
Cracker Barrel’s Rebrand Controversy
The big headline this week? Cracker Barrel’s new rebrand.
Jade and Kirby unpacked the controversy surrounding the restaurant chain’s refreshed identity. Their takeaways were simple but powerful:
Know your audience. If your customer base is resistant to change, even small updates can spark backlash.
Know your brand. Cracker Barrel has always leaned into its old-fashioned, nostalgic vibe. Moving too far away from that core risks alienating loyal fans.
Weather the storm. If you do decide to rebrand, understand that initial pushback is normal. Success requires staying the course long enough for the change to settle in.
But Kirby threw in an interesting theory: what if the “controversy” itself was part of the plan? After all, few brands get this much free publicity in 2025. Whether intentional or not, people are talking about Cracker Barrel—and that in itself may be a win.
Form vs. Function
Next, Kirby and Jade debated an age-old design question: what matters more—form or function?
Kirby asked Jade if she tends to prioritize aesthetics over utility (and wondered if preferences differ by gender or generation). Jade pushed back, arguing that it really depends on context. Sometimes form drives emotional connection, while other times function is non-negotiable.
The real question: what’s more important to you? Let us know in the comments—because this is one that sparks different answers for everyone.
Sequels, Season 2s, and Planning for Success
From branding debates, the duo shifted into pop culture with a discussion on sequels and second seasons of popular shows.
Jade admitted she doesn’t love many sequels (especially Happy Gilmore 2)—most of them feel rushed or unnecessary. Kirby pointed out that part of the problem is planning. Many creative teams don’t expect their first project to succeed, so they don’t think ahead to what a follow-up would look like.
That’s not just a Hollywood problem—it’s a marketing lesson, too. Too often, organizations don’t plan for success. They roll out a campaign or product with no roadmap for what happens if it works. The key takeaway: always plan for the next step, because momentum is only valuable if you’re ready to use it.
Product of the Week: Custom Appointment Calendars
This week’s featured product is one of the most foundational tools in branded marketing: the Custom Appointment Calendar.
Unlike generic giveaways, these calendars put your brand story front and center in your customer’s home or office for an entire year. With full customization, you can create a piece that reflects your mission, highlights your products or services, and keeps your message visible every single day.
It’s hard to beat the staying power of something that literally hangs in your client’s line of sight all year long. Want to learn more or get your project started now? Head here.
Shout-Out: Coshocton County Commissioners
The episode wrapped with a well-deserved shout-out to the Coshocton County Commissioners.
Their leadership has been instrumental in securing grant dollars and advancing major projects in the county. Thanks to their work, Coshocton is seeing real change and development that benefits the entire community. It’s another reminder that local leadership matters—and when done well, it can transform a region.
Final Thoughts
From national rebrands to local leadership, this episode of Better Merch…Better Marketing covers a wide spectrum of lessons:
Know your audience and brand identity before making big changes.
Balance form and function in your design decisions.
Plan for success—whether it’s a show, a campaign, or your next business move.
Don’t overlook foundational marketing pieces like custom calendars.
And never forget to celebrate the leaders and organizations driving impact in your community.
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!
