We caught up with the brilliant and insightful Amanda Hofman a few weeks ago and have shared our conversation below.

Hi Amanda, thanks for joining us today. We’d love to hear from you about what you think Corporate America gets wrong in your industry and why it matters.

When companies plan to order Branded Merchandise, they are often ordering in bulk and thinking about how to get as many branded items into people’s hands as possible. This is both a misguided strategy and a missed opportunity.

Branded merchandise builds loyalty, creates community, makes remote teams feel closer, and generates excitement around a brand… IF the merchandise is done right.

Here’s a list of what Corporate America gets wrong with Branded Merchandise and Swag:
1) They’re ordering too much
2) Their items are low quality
3) The items are not fashion forward or interesting
4) There’s no choice in what people receive

Instead of maximizing the number of items a company gives out, we encourage companies to throw out this antiquated “more is more” strategy and instead do the following:
1) Instead of ordering in bulk, switch to a print-on-demand model where each item prints as it is ordered and there is no waste.
2) Order fewer higher end items instead of thousands of junky items.
3) Think beyond your logo — slapping a logo on items is boring and uninspiring!
4) Give people choices about what they receive.

Employees and fans are far happier with this merchandise strategy, which is better for the company in the end.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

In my first company, I adored my brand and wanted to buy cute branded merchandise and swag for my team and members. But each time I ordered, I ran into the same roadblocks: committing to just one design, picking out sizes at random, finding a place to warehouse my goods in my NYC apartment, minimum order quantities that were too high, etc. So when I discovered print-on-demand technology in 2019, I realized that entrepreneurs would benefit dramatically from having an alternative to bulk merchandise– especially one that is also high quality and sustainable. That’s where Go To Market was born.

Our company, Go To Market, is about much more than print-on-demand. We are changing the way companies think about branded merchandise, shifting the focus from “promotional items” (eg stress balls, pens, or any junky throwaway item) to meaningful merchandise that showcase the values of the company. We design gorgeous, fashion-forward items that people want to keep in the long run. We think of branded merchandise as a tangible connection between a brand and its customer, fan, or team member.

I live in NYC with my husband, two kids and rescue pup. Go To Market is my third company and I’m an entrepreneur because I’m bossy (ha). I love running, cycling, and bike touring — I am always up for talking about traveling on bikes or branded merch!

We’d love to hear about how you met your business partner.

Yes, my cofounder and business partner and I worked together on my first business. She was my graphic designer and set up my website. Her artistic skills always impressed me and her values in business are aligned with mine. So when I had the idea for Go To Market, I asked her if she wanted to do it with me and she said yes!

Jessie and I have completely opposite skill sets (which is why this works so perfectly!).

What’s worked well for you in terms of a source for new clients?

I believe strongly in the power of networking, and I also find a lot of joy and fulfillment in it. I’m a member of four different women’s networking groups — HeyMama, Entreprenista, 10th house, and Dreamers & Doers — and I find tremendous value in them. The women I’ve met there have become friends, collaborators, and clients for me and I’m grateful to each organization!

Contact Info:

• Website: https://gotomarket.studio/
• Instagram: https://www.instagram.com/gotomarketstudio/
• Linkedin: https://www.linkedin.com/in/amandagoldfinehofman/

Image Credits
Julia Guignard