I believe in sharing valuable insights with our audience. In today’s blog, we’re talking marketing. This is where many of the merch we supply organisations end up in marketing campaigns. I have invited Nathan Tripolone from “Real Time Results” to add to our conversation. Nathan, a seasoned expert in marketing, joins Charles (me) to discuss his journey from corporate marketing to running his own business, plus his thoughts on the intersection of merchandising and marketing. If you’re looking for actionable advice to improve your marketing campaigns, this conversation has you covered.
From Corporate to Realtime Marketing Results
Nathan’s journey began in the corporate world, working for one of Australia’s leading petrol companies.
Nathan says, “I started in a large corporate business working for one of the big petrol companies here in Australia. They worked extensively with agencies that handled their ad creative and media strategies.” He emphasises that effective marketing and brand differentiation are critical even in a competitive industry like petroleum.
This experience sparked an interest in helping small and medium businesses develop measurable, effective marketing campaigns. Nathan shares, “I realised that small and medium businesses must run measurable campaigns, and they must work. They can’t afford to spend and hope that it works.”
Why Realtime Marketing Results Stands Out
Nathan explains how the high costs and lack of measurable results in big agencies led him to create a service specifically designed for smaller businesses.
He notes, “The cost of using those big agencies was very high…and the results were often in a grey area. Smaller businesses need campaigns that they can track and that must produce results.”
Real Time Marketing Results was born out of Nathan’s desire to make effective marketing accessible to businesses that don’t have the massive budgets of big corporations. He focuses on providing smaller companies with measurable marketing tactics that make an impact without the hefty price tag.
Memorable Marketing Campaigns That Stick
Nathan shares one particularly striking example: a government healthcare campaign aimed at reducing smoking.
Nathan recalls, “There was a campaign where they used a sponge to represent a human lung. They wrung the sponge into a beaker, showing black liquid—representing all the chemicals from years of smoking. It was an effective campaign that made a lasting impact.”
This campaign illustrates how powerful marketing can be when it taps into emotions like fear and empathy. Nathan explains that emotional resonance can drive a message deeper, creating a lasting behaviour change.
The Power of Merch in Marketing Campaigns
For me, Nathan’s most intriguing point is the connection between merchandise and marketing. Merchandising isn’t just about handing out products but creating experiences. Charles mentions his experience with the Sydney Kings basketball team, where fans were rewarded with free cheeseburgers if the opposing team missed multiple free throws.
Nathan loved the Sydney Kings idea: “It’s a brilliant example of gamification. The crowd gets excited about the possibility of free food, and that excitement engages them meaningfully. It’s a smart way to connect with the audience.”
Turning marketing into a fun, interactive experience is a highly effective way to boost engagement and brand affinity. Change it into a game. Nathan believes merch can be a key component of this engagement, helping create those moments of excitement and connection. An example of merch being used to engage and entice customers was a recent Amazon Prime marketing campaign in Darling Harbour, Sydney, where spinning the wheel gave customers a chance to win cupcakes, promotional items such as custom mugs, or personalised speakers.
Creating Meaningful Marketing Experiences
So, what’s Nathan’s advice if you were given a large marketing budget for a startup? Nathan would begin by focusing on online and physical channels to reach the audience effectively.
“The first step is always to identify the target audience. Then, once you know who you’re targeting and their pain points, select the right medium: Online advertising, webinars, and even physical activations are great ways to create memorable experiences that resonate.”
Nathan stresses the importance of a test-and-learn approach: testing different channels, measuring results, and double-down on what works. As he puts it, “If it’s not measurable, it’s not something I generally support. My clients need to see the numbers, and I need to see that the campaigns are working.”
Physical vs. Digital Marketing: The Balance
It can be easy to overlook traditional marketing methods in today’s digital world. However, Nathan argues that physical merchandise or sales letters can be a great way to stand out from digital marketing noise.
He shares, “When I get something physical on my desk (like custom merch or a handwritten letter), I 100% open it and pay attention to it. That’s not the case with digital spam, where people simply overlook it.”
In Nathan’s view, physical merch offers a unique advantage by cutting through the clutter of digital marketing. It’s an opportunity to engage the recipient in a tangible way, which digital ads can’t replicate.
The Ultimate Marketing Strategy: Test, Learn, Repeat
Test, learn, and repeat—that’s the secret to getting great results. Nathan shares an example: “I’ve created 50 different LinkedIn ads for a client, and only five worked. The key is to keep testing, learning from the data, and fueling your marketing efforts in effective areas.”
By following this data-driven approach, businesses can ensure their marketing campaigns are cost-effective and highly targeted, driving the best results with the least waste.
My Key Takeaways
Nathan’s insights are a great reminder of the importance of measurable, results-driven marketing. Using merchandise for engagement or sifting through data to refine your strategy. Real success comes from connecting with your audience on a deeper level, and experiences are a great way to do this.
Clever marketing does not need to be expensive. By focusing on effective strategies and measurable outcomes, businesses can succeed.
If you’d like to connect with Nathan, you can visit his website Realtime Results. As always, thank you for reading today’s blog. Stay tuned for more expert marketing insights soon!
  
  
