SXSW Crash Course on Merch

The better an artist/band markets themselves, the better their chances attracting attention from that label/manager/booker/lawyer, etc. they want to impress.  And that includes merchandise sales! 

Not to mention, the better your merch sales, the more money you will make.  That�s a pretty good incentive.

Even if you�ve never done merchandise sales before, here are a few thoughts to get you started�

� CDs and t-shirts are the most basic merch items. 

� It�s a good idea to have items at different price points ($5, $10, $20, etc.) so you can appeal to more fans.  It depends on what level you�re on. 

     Bob Dylan has about 75 different items, but a band starting out might just have CDs, a t-shirt, and stickers/buttons.

� When determining a t-shirt design/style, it�s important to cater to the fashion taste of your fan base.  

     Don�t just go by the band�s personal opinion of what looks cool.  Take a good look at what fans are wearing and their sense of style and design accordingly.  

     This includes the sizes your fans are wearing. 

� The best merch location is near the door, so fans can stop by on their way out.  

      Other good locations are near the bar or restrooms (generally, places that receive lots of traffic). 

      You can try to negotiate the best possible merch location with venue staff if it�s not already provided.

� The way you display your merchandise is important!  A good display will increase your sales and make it easier for fans to make selections. 

      Lots of light on the merch display!  (Bring your own lights so you�re always prepared.)

      Have a neat layout and display merchandise so that each item can be viewed clearly.

      Display sizes available and prices on each item with a neatly printed/written tag.

      The female-torso mannequin (boobs) can be very effective in selling merchandise.  (Girls imagine how the shirt will look on them, guys enjoy the view and are drawn to your display.)

      Have a card fans can pick up to learn where merchandise is available on the internet.  They might not have the dough to purchase right now.

� If band members/the artist mans the merch table for 15-30 minutes after the show, you will increase merch sales. 

      Talk to fans, sign CDs, and make that personal connection that will increase fan loyalty and involvement.

      This is also a great way for the artist/band to become more familiar with their fan base.  The more you know about your fans, the better you can market yourself effectively.

� Keep a written summary of your merch sales for each performance.

      For a basic merch sale one-sheet that AMF has created, email [email protected].

      This will be of great help to you next time you play that city or venue so you can prepare accordingly.  The best indication of what you are likely to sell is what you have sold in the past.

      Include the sales of merch per head (total sales divided by attendance).  This will help you track your merch sales and in what cities/venues you perform best.

Want to know more about merch?  Click here for an article on how to double your gig revenues on merch.