What Event Planners Want From a Merch Supplier
At the Destination Colorado Showcase in December ‘24, Fresh Kamp collected valuable insights from 21 event planners about their experiences and expectations when it comes to working with merch suppliers. In this article, we’re breaking down the results of that survey and what matters most to meetings industry professionals.
The Demand for Merch Is Real
When asked how many events they plan each year, the 21 responses ranged from 2 to 60, with an average of around 19 events annually per planner. Almost half of the respondents indicated that 75% or more of their events would benefit from branded products. In fact, this group alone manages over 300 events per year and approximately 208 of them are expected to include custom merchandise.
Interestingly, only three of the planners reported that 25% or less of their events include swag. This tells us that event planners are certainly looking for solutions to integrate branded products into nearly every event, but what specific values are they looking for when sourcing these custom products? We asked three very tactical questions to get the answers.
Q1: How Do Event Planners Source Branded Products?
When it comes to sourcing branded items, most event planners (11 out of 21) rely on dedicated merch suppliers, while five planners use online retailers that are categorized as “Do-it-yourself” suppliers.
While e-commerce platforms offer convenience, there’s no substitute for the personalized service and flexibility a dedicated merch supplier brings to the table. Event planners are looking for more than just products—they want partnership, expertise, and a reliable point of contact who can meet deadlines and manage expectations.
Q2: What Matters Most to Event Planners?
We asked respondents to rank the most important qualities they value when working with a merch supplier. Here’s what they had to say:
1. Customer Service
90% of event planners ranked customer service as important or very important. World-class customer service is a must. Event planners want a merch supplier who is responsive, communicative, and accountable—someone who will go above and beyond to meet their needs and solve any issues that arise.
2. Timeline Management
86% of event planners ranked timeline management as important or very important. Being able to trust a merch supplier with tight deadlines and last-minute requests is essential. Efficient timeline management frees up planners to focus on other event details, knowing that their branded products will arrive on time.
3. Price
Price is always a consideration, especially when there are strict budgets. 72% of event planners ranked price as important or very Important. They need products that fit various price points without compromising quality.
4. Graphic Design Support
Over 50% of event planners rank graphic design support as important or very important. It's clear that many planners want help bringing their visions to life. Interestingly, 23% indicated this service as not important, likely because they have in-house teams that handle the design work.
5. Incentives (discounts, kick-backs…etc.)
Approximately 50% of the results leaned towards not important or neutral. While not as high on the priority list, incentives are still valued by some event planners.
Q3: Top Challenges Event Planners Face When Sourcing Branded Products
1. High Minimums (61.9%)
Many planners struggle with high order minimums that make it difficult to scale product quantities based on need. This is especially true for smaller or more intimate events. A merch supplier that can offer low minimums will stand out.
2. Low-Quality Products (47.6%)
Low-quality products can quickly tarnish the reputation of both the event and the supplier. Partnering with a confident merch supplier that only offers premium, high-quality products will ensure event planners feel confident about their merchandise.
3. Last-Minute Requests (42.9%)
Last-minute requests seem inevitable in event planning. Flexibility and the ability to accommodate urgent orders is a major plus for merch suppliers. Or event better, what if your merch supplier partnered with you to help identify, plan and manage the potential merch that may be requested for each event? If you’re looking for a company that is obsessed with these kind of details: Fresh Kamp.
Back to the results, the middle-tier responses were also interesting:
- Budget Constraints (33.3%)
- Unpredictable Timelines (28.6%)
- Finding On-Brand Products (23.8%)
Based on the data analysis, these frustrations appear to be symptoms of greater issues captured in the top answers. For example, budget constraints can often be resolved by offering lower minimums and a variety of products at different price points. Proactive timeline management can help reduce last-minute requests and timeline unpredictability. While product recommendations that align with the event’s brand identity will ensure that planners get exactly what they need.
Interestingly, the least faced challenges included:
- Complex Ordering Process (14.3%)
- Finding Eco-Conscious Products (14.3%)
- Lack of Design Support (9.5%)
Graphic design support was ranked as highly beneficial above, and based on the low frustration felt by event planners, it appears that this need is being sufficiently fulfilled by either internal design resource or their promotional products supplier (whether paid or free).
While these may not be top concerns for event planners, they still represent opportunities to stand out and provide the best experience possible to event planners throughout the entire process on every event.
The data from the Destination Colorado Showcase paints a clear picture: Event planners are looking for a merch supplier who can deliver high-quality products, offer timely support, and work within their budget—all while providing stellar customer service.
If you’re an event planner looking for a merch supplier that can check all the boxes, Fresh Kamp may just be exactly what you’ve been looking for. You can learn more and contact us at freshkamp.com/meetings.