Did you know that 79% of people hold onto old t-shirts for sentimental reasons? PPB Magazine recently ran a great article reporting on the results of a survey on this subject by BlueCotton. The survey provided evidence to back up what we’ve know all along (and blogged about not too long ago!) – people are very attached to their t-shirts, and this attachment cuts across age groups and demographics.

According to PPB, the BlueCotton study found that:

• Four out of five people hold onto at least one sentimental old shirt, and some keep two or three.
  Vacation t-shirts are the most kept of any category.
• Survey respondents aged 18 to 24 are the most likely to keep old t-shirts, and they are also more likely to keep a t-shirt from a concert or a political election.
• Post-grad degree holders are twice as likely as those with only a bachelor’s degree to have a t-shirt from a sorority or fraternity.
• People are more likely to keep a shirt they got as a sports spectator than as a participant.
• Employer or work t-shirts are most often kept by those in the highest income brackets.
• Shirts from church events are most cherished by women, non-whites and residents of the Southern United States.

So what does all this mean? T-shirts are a great promotion for anyone. Whether you are targeting highly-educated, high net worth professionals, GenX or Y voters, or middle-aged sports enthusiasts, the love of t-shirts cuts across all generations, ethnic groups, and income levels.

And, like we’ve said before, the perceived value of t-shirts (and SWAG in general) is often significantly higher than the actual cost, making them one of the best promotions when evaluated in terms of value for money. Every time someone pulls your t-shirt out of their drawer, they are reminded of your brand – and every time they wear your t-shirt, your brand gets exposed to new audiences. What other advertising medium provides that kind of long-term value?

Today is Ash Wednesday, marking the beginning of Lent. As I write this, the City of New Orleans is cleaning up from Mardi Gras, the days-long bacchanalian celebration that precedes the Lenten season. I’ve always been fascinated by Mardi Gras and how wild things get – especially when it comes to the SWAG that is thrown from the Mardi Gras floats during parades.

Most if not all of you are familiar with the famous Mardi Gras beads. They are essentially cheap plastic necklaces in a variety of colors that Mardi Gras krewes (the Carnival organizations that organize Mardi Gras parades and balls) throw to spectators during the parades. In any other environment, the beads – which probably cost around 10 cents a string – would barely warrant a second look. But during Mardi Gras, people do crazy things (including taking off their clothes in very public places) to get them and the other “throws” (as Mardi Gras SWAG is called) during parades.

So what is it about Mardi Gras beads that drives people into such a frenzy? I would argue that it has nothing to do with the beads themselves, but what the beads represent. After all, anyone could walk down the street and buy a bag of their own beads for a couple of dollars without having to expose themselves in public – but in New Orleans, given the option, most revelers would rather get them the hard way.

It’s all about good marketing and branding. The Mardi Gras “brand” is about letting loose, losing your inhibitions, and partying like it is the last night of your life – and the beads are “street cred” – the proof that you did it.

This is just another example of something that we’ve blogged about before. Whether it is beads at Mardi Gras, the t-shirt that a finisher gets after the New York marathon, or – here in our hometown of Annapolis – the red baseball hats that Mount Gay Rum gives to participants in sailing regattas, the best marketing and branding programs produce SWAG that has a significantly higher perceived value than actual value. The result is a lasting and tangible memory that people will carry with them for months or even years, and that will provide a constant reminder of your brand. That is what I consider great value for money!