The general consensus among small business owners seems to be that shirts with a logo of a business on it are a good investment for people who are trying to get the word out about a brand name. However, is this really the case, or are people just wasting their money in wearing these types of things and using them as promotional giveaways? And furthermore, what kind of metrics would you even look at to begin determining whether this was a good investment for your company or not?
As with any kind of marketing tactic, analytics are your best friend. What works for one business will not work for another. So the simple answer of whether a shirt with a logo works or your business cannot be answered by simply asking if the technique in and of itself is a “good” or a “bad” technique. If you have a gut feeling that getting your name out in this way will create more leverage for you in the marketplace, then the most important thing is to conduct detailed research instead of simply putting money on the line and throwing destiny to the wind.
The way to determine whether shirts with logos work for your business, say the experts, is to include on your customer surveys a question of how your new customers found you. Usually these types of surveys given to someone after they purchase, so that the true customer conversion rate can be found. You will also want to take note of the demographic information of the people who paid attention to your company because of a logo on a shirt. In this way you can find out more about what kind of people actually respond to this sort of marketing technique.
Another thing to consider is the return on investment of this kind of marketing technique. If you have embroidered shirts or polos with custom embroidery, you must make sure that you are within budget on the promotional aspect and see how much money it actually converts into. As a rule, company clothing that is more tailored to the golf crowd tends to do better, as people who are affluent with money to spend in general will respond better to a button-down shirt with logo then they will to a T-shirt. The bottom line is that if you normally sell your products to the golf crowd, then you want to look the part when your business advertises itself.