Launching a new product is more than just an announcement. It’s a chance to generate excitement, build connections, and put your brand on center stage. One of the most underrated tools in your launch marketing toolkit is promotional products. When chosen and timed right, branded merch can help create anticipation, spark conversations, and leave a lasting impression long after your launch day.

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Here’s how to use promotional products strategically to build real momentum before, during, and after your product launch.

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1. Start Early With a Teaser Campaign

Think of your promo products as the opening act. Ahead of your official launch, send out sneak peek items that hint at what’s to come. These could be subtle, like a branded notebook with your new product’s tagline, or something playful, like a puzzle piece that ties into your announcement. Early teaser merch helps you build curiosity while keeping your brand top of mind.

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Including QR codes or hashtags on the item can be a smart way to direct people to a landing page or teaser video that builds anticipation.

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2. Empower Your Team to Spread the Word

Your employees, sales team, and brand ambassadors are your first and most authentic marketing channel. Arm them with launch kits filled with thoughtfully selected promo items such as T-shirts, stickers, water bottles, or tech accessories. This helps them wear and share the excitement. Internal merch also boosts morale and helps everyone feel like an active part of the launch story.

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Encourage team members to share unboxing moments or behind-the-scenes glimpses on social media to organically spread awareness.

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3. Use Branded Giveaways to Drive Preorders and Leads

If your goal is to build your customer list or generate preorders before your product even hits the market, offer limited-edition promotional items as a reward. Whether it’s a branded tote for early purchases or a free gift with sign-ups, the right giveaway creates urgency and adds value to your offering.

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Choose promo items that align with your product or enhance the user experience. For example, launching a new fitness app? Include branded resistance bands or water bottles as part of a promo bundle.

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4. Make a Splash at the Launch Event

Whether you’re hosting an in-person gathering or a virtual reveal, promotional products can help set the tone and elevate the experience. For live events, offer on-brand swag bags that your guests will actually want to use. For virtual attendees, mail out curated items in advance so they can join the event already repping your brand.

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Popular ideas include branded notebooks, webcam covers, phone stands, snacks in custom packaging, or even apparel that ties into your launch visuals or messaging.

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5. Keep the Momentum Going Post-Launch

The product launch itself is just the beginning. Use post-launch promotional products as part of your ongoing follow-up and engagement strategy. Thank your media contacts, VIP customers, or event attendees with branded appreciation gifts that continue the story and show your gratitude.

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You can also reignite excitement with a second wave of merch that celebrates key milestones, such as hitting your first sales goal or receiving your first customer reviews. This is a great time to introduce or promote your online company store, where team members or superfans can access launch-themed gear long after day one.

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6. Track What Works and Refine for Next Time

To make your promotional strategy smarter, always track performance. Use promo codes, QR scans, unique URLs, and customer feedback to measure what items actually generated interest, engagement, or conversions. This data will help you refine your approach and justify your promotional product investment for future launches.

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Final Thoughts

A successful product launch is about more than just a product. It is about creating an experience. Promotional products play a powerful role in helping your audience feel part of something exciting and new. When used intentionally, the right branded merch can drive anticipation before the launch, rally support during the big moment, and sustain brand visibility well after the product is out in the world.

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If you're looking to make your next launch unforgettable, Flywheel Brands is here to help. We’ll guide you in selecting, designing, and delivering promo products that create real brand momentum.