Merch That Matters: How Indigo Promotions Helps Events Create Swag People Actually Keep

In this episode of Event Experience, host Rachel Moore sits down with Ethan Dowie, founder and CEO of Indigo Promotions, to unpack what makes event merchandise truly memorable. From his roots in nonprofit event planning to building a go-to merch agency for top brands, Ethan shares how swag can evolve from a throwaway freebie into a strategic engagement tool.

You'll hear how Ethan helps clients shift from transactional vendor relationships to creative, consultative partnerships. He explains why swag should be treated as the "icing on the cake"—not the afterthought—and how reverse-engineering your merch strategy around specific goals (like social sharing or post-event brand recall) leads to more effective, high-impact giveaways.

Whether it's designing diamond-studded charms for VIPs or using print-on-demand to reduce waste and increase personalization, Ethan offers insights into what's next for event swag: quality over quantity, tech-forward fulfillment, and audience-first thinking.

Here's what you'll hear about in this conversation:

• Merch is the icing, not the cake. It should enhance the event, not carry it, and align with your event's core goals.

• Start with the outcome. Reverse-engineer your merch strategy based on what action or feeling you want from attendees.

• Know your audience. The best merch isn't what you think is cool, it's what resonates with your specific crowd.

• Print-on-demand is on the rise. It reduces waste, lowers risk, and allows for more personalization and last-minute ordering.

• Unique merch makes a statement. From limited-edition VIP items to wearable conversation starters, personalization and quality matter more than ever.

For transcripts, mentions, and more, visit: www.bizzabo.com/podcast/event-merchandise-indigo-promotions