Follow us on social media
Brand value is often thought in terms of financial significance, however, in the modern world, brand value means so much more. The new generation, being more connected than ever, value unique experiences and that keeps people coming back for more. Brands are more inclined to invest in swag or personalized products for their consumers because they know these types of marketing strategies ensure brand loyalty. In this article, we will take you through the benefits of on-site event customizations that encourage brand engagement and awareness.
WHAT IS “ON-SITE CUSTOMIZATION”?
The term on-site customization refers to live screen printing, sublimation, embroidery, and other types of activations. Live events such as conventions generally have a large list of brands that participate such as Amazon, TikTok, and Instagram and they have them set up a booth to promote their services, a new tv show, a product, or an app. Free promotional items are very common in these types of events, what on-site customization offers is a more interactive and fun way to engage the attendees.
HOW DOES IT WORK?
Family Industries work with several brands to create a fun customization set-up. Typically, brands reach out to us with designs they would like to have printed on t-shirts, totes, or jackets for their attendees. We, as a third party company, take on the brand identity to best represent the company. Depending on the size of the event and the activations, we select a crew of our employees to manage the event booth, from printing to interacting with the attendees ensuring a stress-free feature for the company hiring us.
The most popular activations are screen printing – for this activation we bring the screens ready with the designs and we print live on-site, many times encouraging the attendees to print with us allowing for a more interactive process. Sublimation is the second most popular activation, for this process, we typically have touch screen tablets set up with our application which allows the attendees to drag-and-drop different designs unto the t-shirt. This is a more custom experience and the design process is fun for the guests. In recent years, embroidery has become very popular and it’s a fun way to customize items that the event guests are already wearing or customize items that the guests have purchased on-site.
3 KEY BENEFITS
BRAND AWARENESS |
Creating brand awareness is a key step in promoting a new product or reviving an older brand. By providing a free customizable gift, the brand is engaging with consumers in a way that traditional marketing would otherwise not be able to do. Additionally, by providing this unique experience, the attendee is more likely to post a picture on their social media, which is free advertising for the brand and can be incredibly beneficial.
DATA COLLECTION |
Many of our clients seek our services as part of a data collection method. Generally, these clients will have a survey for the event attendee to fill out in order to receive a free gift. This allows for the brand to collect valuable data that can be used to narrow down their marketing efforts such as email marketing campaigns.
BRAND ENGAGEMENT |
Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. An event attendee is more likely to remember your brand if they interacted directly with fun activities such as screen printing their own tote bag or designing their own t-shirt with the brand logo. Fun and entertaining live activities at an event that may otherwise not be so exciting leaves a lasting impression on people and they are most often inclined to share these experiences with others by sharing a picture on their Facebook profile and tagging your business for others to see.
Leveraging On-Site Customization for Maximum Brand Engagement
In today’s competitive marketplace, businesses are constantly looking for ways to stand out and create meaningful connections with consumers. One powerful yet often underutilized strategy is on-site customization, which allows brands to deliver personalized, real-time experiences that leave a lasting impression.
The Psychology Behind On-Site Customization
Customers are drawn to products and experiences that feel exclusive to them. Personalization taps into the psychological principle of ownership, where people place higher value on items they’ve had a hand in creating. Whether it’s a custom-printed T-shirt, an engraved water bottle, or a personalized phone case, consumers associate customized products with exclusivity, increasing perceived brand value and loyalty.
How On-Site Customization Enhances the Customer Journey
Brands that incorporate real-time customization at events, pop-ups, or retail locations benefit in multiple ways:
✅ Higher Customer Engagement: People naturally gravitate toward hands-on experiences. A live customization station creates an interactive opportunity that pulls people in and keeps them engaged with your brand longer.
✅ Increased Perceived Value: Consumers are willing to pay 20-30% more for a product that is customized, making this an effective way to boost sales while enhancing brand perception.
✅ Social Media Amplification: When people create custom merchandise, they’re more likely to share it on social media. With the rise of user-generated content (UGC), brands can organically expand their reach without spending extra on advertising.
Examples of Brands Winning with On-Site Customization
1️⃣ Nike By You: Nike allows customers to design their own sneakers in-store and online, strengthening brand loyalty while increasing sales.
2️⃣ Coca-Cola’s ‘Share a Coke’ Campaign: This wildly successful campaign featured personalized soda bottles with popular names, driving both engagement and purchases.
3️⃣ Adidas Custom Jersey Printing: At major sports events, Adidas offers on-site jersey customization, allowing fans to personalize their gear and create a deeper emotional connection with their favorite teams.
How to Implement On-Site Customization at Your Next Event
🔹 Choose the Right Customization Method: Screen printing, embroidery, laser engraving, or digital printing – selecting the right method depends on the product and your brand aesthetic.
🔹 Ensure a Seamless Experience: Invest in professional on-site customization services to deliver a high-quality, fast turnaround that enhances the customer experience.
🔹 Encourage Social Sharing: Create a branded hashtag, provide a dedicated photo area, and incentivize users to post their creations on social media to maximize exposure.
Final Thoughts
On-site customization isn’t just about making a product; it’s about creating an experience that strengthens the emotional connection between consumers and brands. Whether at live activations, retail pop-ups, or large-scale events, personalization is a proven way to increase brand value, engagement, and customer retention.
Thinking about adding on-site customization to your next event? Contact us today to explore the best options for your brand.
