Family business continues tradition of customer care

Branded swag bags spark sales increase

By Melanie VandenBoogaard

Businesses of all sorts—large or small, new or well-established—can benefit from an infusion of marketing creativity. Guenther Supply Inc. opens in new window is a family-owned business founded in 1956 in Fond du Lac, Wisconsin. Hannah Zwicky, accounts receivable/accounts payable, continues the spirit of innovation that began with her great-grandfather, who started the wholesale industrial piping supply business nearly 70 years ago.

“In 2024 I took over our marketing and I was looking for ways to better get our name out there,” Zwicky said. “I came up with the idea of giving new customers branded swag bags after they set up their account.” In addition to showing appreciation for new business, Guenther Supply’s outside sales team delivers the promotional swag bags on customer visits.

The bags include branded items chosen specifically for Guenther Supply customers, which consist of manufacturing and dairy accounts as well as mechanical, pipe fabrication, plumbing and HVAC contractors. Among the items are a memo book that fits in a front shirt pocket and a pencil for jotting lists of needed supplies. Golf towels are perfect for those who never miss a tee time. During the colder months, beanies—some in neon yellow for visibility—are included. The branded giveaways are assembled in a logoed bag.

According to Zwicky, top-notch customer service has always been fundamental to the business. The swag bags are yet another example of that. Research backs this strategy, as 81% of consumers say they would do repeat business opens in new window with a company that gifted them a useful promotional product.

The swag bags aren’t just a hit with customers—they’re helping the business get results. Zwicky stated that there had been an increase in sales since the promotion began in late 2024. “Our customers have been really happy,” she said. “They love the swag, and they keep coming back to place more orders.”

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