How to promote your merch offline
COVID-19 won’t last forever and soon we’ll be back on festival grounds and concerts. Will you be ready to make it big with your artist merch?
Walk the Walk
It’s no surprise that the T-shirts, hoodies and other goodies you sell are ultimately promotional items — so let them promote you! Every time you go out in public you should be wearing your best merch for all to see. Any time you will be seen or photographed you should become your own fashion plate.
The Backstage Pass
If your band is working constantly, consider creating a few backstage passes with lanyard logos for the band and crew. For less than €5 each, these gems provide three levels of service and last forever. First, they may make your outfit seem bigger and more professional just by existing — they look cool and advertise the band. Second, they’re great giveaways for VIPs, groupies and patrons — fantastic keepsakes that preserve a memory. And finally they really can help control access, rowdy crowds, drunks and overzealous fans — what a good problem to have!
Engage your Fans
Make smarter merchandising decisions with a quick poll on social media, in your newsletter email or on your website. You’ll find out what your people want and begin indirectly advertising your new shop as well. Reward fans who show up wearing your merch with a ticket discount, special seats, a backstage pass or a few bucks off at the band table. Encourage sales by discounting one item when purchased with another.
Stock Your Table
While online orders are great, nothing takes the place of an actual merch counter.
Do it up right by getting a ‘table skirt’ with your logo. For concerts, try to buy in bulk and bring at least ten items for every 100 fans — especially basic t-shirts. If you run out of stock, be familiar with your Merch-Music mobile app and help fans order on the spot. However if it’s too busy to do that, it is critical you have a business card or flyer printed and ready to direct them to your web store — with a discount code. Business cards still work. Statistically, people don’t throw them away, so they’re a constant reminder.
Make sure merchandise can be seen, with prices clearly marked. Professionals use a ‘gridwall’ to show off their goods in a clean, classy way. Bring receipts, change and a credit card/pin reader if possible. Your ‘merch spot’ should always be staffed to prevent theft, engage customers and get that fan email clipboard signed.
The merch table makes the best place to meet people after the show, so mention you’ll be there before the last encore and plan to stay at least half an hour. Bring two sharpies, sign everything, take lots of pictures, talk to everyone and don’t be shy to pitch your merch. Your real fans will love you for it!
Gifts that Give Back
If you’re performing with another band, consider giving them some merch as a sign of goodwill. You should also give the venue owner and the sound tech a shirt as a sort of ‘pre-thank you’ — it can only help. Logo tee shirts can be used as a security device for roadies, doormen and bouncers –select a bright color that gets attention and makes your crew easy to find. Now these people become moving billboards, advertising your stuff all night long.
Make it Special
Asking the band members to autograph vinyl, CDs and posters is an obvious way to increase value and engagement. But don’t dismiss signing online merch as well, especially to fans that really love the band. Consider having a ‘signature’ option for certain items, and personalize those gifts — like signing copies of your new book.
