You gave them logoed shirts, now they love you?

57% of the people who have logoed shirts feel more favorable toward the advertiser who gave them the shirt.

Based on the findings of the ASI study, this is how people feel. And, to some degree, that’s great.

But I think this is giving logoed shirts the wrong kind of credit. The people most likely to wear a shirt with your logo are those already predisposed to your brand. That’s a great thing. These are your advocates. By providing them with the shirt, you provide fodder for conversation between them and those they meet – likely also in your target market.

Wearables are a special kind of promotional item. What we wear makes a statement about what we think, feel or believe.

I have a shirt from a local carpet retailer. I won’t wear it. In fact, its a rag in my workshop. The shirt is nice enough. But, the retailer fell out of favor with me and I don’t care to be an advocate (wittingly or otherwise).

On the other hand, I have a Menards sweatshirt that I wear regularly. I’ve had people ask me where I got it just because they were curious. But, it started the conversation and I was able to tell them (the obvious) I got it at Menards, but also I like the store. The people are nice, they generally have what I want and I regularly shop there. I don’t like Menards because I wear a sweatshirt, I wear a sweatshirt because I like Menards.

When you treat customers well or develop a good reputation, people like to wear your brand. They may or may not buy your products, but they may happily showcase your logo for you. While 57% of people think more favorably of an advertiser that gave them the shirt, the real power of a logoed shirt comes from those who already like you and want to wear it. Use wearables as a way to initiate conversation with your advocates, influence their peers and present your logo in a great way.