Bore Tide: Developing Streamlined Branded Materials and Merchandising

Effective branded merchandising isn’t just about getting people more “swag”, according to Manager, Bore Tide Operations Graham Schardt. When branded merchandising is approached strategically, it can become an impactful extension of a business’s brand experience, strengthening the relationships between the business and its audience.

That’s why Bore Tide is so important to Strategic America (SA). Bore Tide serves as SA’s sourcing, procurement, fulfillment, and branded merchandise partner. It helps Schardt and his team help partners create, source and distribute branded materials while ensuring those materials align with larger business and marketing goals.

Instead of starting with product catalogs and logo placement, Bore Tide’s work begins with understanding the purpose behind the merchandising projects.

“Our process starts with understanding the audience and the objective behind the merchandising request,” said Schardt. “Once the goals are defined and we know the audience receiving the items, we curate product recommendations and options. Lastly, we manage sourcing and fulfillment until all items are delivered.”

This consultation approach helps ensure each piece of merchandise supports the same strategy and marketing goals of partners who request these materials. Whether it’s increasing brand visibility, enhancing a customer experience initiative or recognizing employees, SA works with Bore Tide to keep these merchandising initiatives integrated into their partners’ larger marketing efforts from the start of their campaign development.

A common misconception about branded merchandising is that the goal is to only distribute promotional items. The reality is that effective merchandising provides customers with tangible brand experiences.

“Every recommendation starts with understanding the brand,” said Schardt. “The goal is to select products that feel like an extension of the brand rather than generic giveaways.”

Whether it’s premium apparel, branded onboarding materials, event signage, recognition gifts or custom company stores, every output represents an opportunity to reinforce a brand’s identity and values. When executed thoughtfully, these experiences help organizations build stronger relationships with employees, customers and stakeholders. When bringing these merchandising items to life, Schardt and his team want to deliver brand relevance, quality and utility.

Managing merchandise programs involves more than selecting products. Businesses must navigate budgets, inventory availability, production schedules, distribution logistics and fulfillment challenges.

A priority role for Schardt’s team is helping partners navigate these obstacles throughout the process. The team works with Bore Tide to proactively manage any supply chain considerations, timelines, distribution considerations and sustainability preferences.

“We strive to stay nimble and attentive to environmental factors so that we can do our best to prevent and account for anything that might impact the program,” said Schardt.

Bore Tide has supported a wide range of merchandising programs for SA partners nationwide that have provided positive results.

One successful example of how the team managed merchandising initiatives was through an employee milestone recognition program in which up to 45 recipients each quarter selected a reward from a company store. Schardt and his team then sourced and delivered items, helping create a positive reception toward the wide range of products available to employees.

Not only did these programs receive praise from partners, but they demonstrate how branded merchandise can support business’s employee engagement, customer outreach and operational efficiency.

According to Schardt, merchandising investments are becoming more intentional and strategic.

Rather than purchasing large quantities of inexpensive promotional items, brands are choosing higher quality products that recipients are more likely to value and use. There’s also a growing interest in sustainable materials and innovative product development.

“Recent developments in the apparel industry, including the approval of new fiber technologies made from regenerated textile waste, demonstrate how manufacturers are exploring more sustainable materials and circular production models. As these technologies become more commercially viable, businesses will have additional options to align merchandise programs with their sustainability goals,” said Schardt.

There’s also a growing emphasis on utilizing merchandising as a marketing channel, according to Schardt. He references a recent PPAI and Oxford Economics study, stating that branded merchandise in the United States reached about $174 billion, with promotional products alone representing a roughly $50 billion market.

“That scale highlights how organizations increasingly view merchandise as part of a broader brand, employee engagement and customer experience strategy rather than simply a promotional expense,” said Schardt.

Merchandising demands continue to rise for company stores, onboarding efforts, employee recognition programs and direct-to-home full fitment services as organizations search for new ways to create consistent and memorable brand experiences, regardless of where businesses are located. The future of merchandise is becoming more personalized, yet more connected to brand and business goals.

For businesses considering branded merchandising efforts, know that its value can come through its tangible nature and having the right partner.

“It can increase visibility, support employee engagement, create consistency across locations and audiences, and extend the impact of marketing campaigns,” said Schardt. “When companies tap into Bore Tide as a distributor partner, they gain all of the above plus SA as a trusted partner who can simplify the process and manage a lot more than sourcing swag!”

Working with SA and Bore Tide for strategic merchandising can help reinforce a consistent and memorable brand experience for audiences, turning brand promises into meaningful connections and stronger audience awareness.

Graham Schardt is Manager, Bore Tide Operations at Strategic America (SA), an integrated marketing and communications agency in West Des Moines, Iowa. To learn how Strategic America’s creative and branding team can help your organization develop streamlined branded materials and merchandising, visit strategicamerica.com.