Mark Jackson: Why Cold Outreach Failed and SEO Actually Worked

Mark Jackson (Founder of SwagDrop) shares how he fell into the promo industry 35 years ago, building his first customer list from a literal phone book, then buying and selling his first promo company before launching what became Swagdrop. He breaks down how swag evolved from “logos on golf balls” to global programs, how the pandemic changed buying behavior (hello, HR-led culture kits), and why growth today is still about relationships plus a solid SEO foundation. He also explains the rise of print-on-demand “pop-up shops” and why hybrid merch programs are the next wave.

What you’ll learn:

How the promo industry changed: faster production, digital artwork, and exploding product variety
Why swag is still last-minute, and how to design systems that survive “we need it next week” chaos
The pandemic pivot: HR becomes a major buyer for culture and remote employee engagement
Customer acquisition that actually works: client portability, relationships, and SEO over cold outreach
Why paid ads didn’t fit SwagDrop’s model (and what they tested instead)
Print-on-demand pop-up shops: budgeted employee choice, less waste, better fit
What’s next: hybrid programs (some inventory + POD) to balance cost, speed, and flexibility
Supply chain notes: China, plus growth in India and Caribbean apparel manufacturing

Timestamps
00:00 – Origin Story
01:31 – Swagdrop Pivot
02:56 – Industry Shifts
04:48 – Company Context
05:45 – Pandemic & HR
08:07 – Growth & Buyers
09:34 – SEO Playbook
12:45 – Right Fit
16:28 – Pop-Up Shops
21:02 – Ops & Future

#Swag #BrandedMerch #CorporateGifting #EmployeeEngagement #HR #PrintOnDemand #Ecommerce #BrandMarketing #SEO #Events

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