Your music is why people love you, naturally. But creating a smart, creative march strategy is a great way to keep your fanbase connected to you, as well as advertising their devotion to anyone paying attention. It strengthens your brand and extends your bottom line to boot. Whether it’s tees, coffee mugs, pose action figures, vap pens, or even coffins, the market options are endless and you can drive home who you are as a band, where you fit into the world of music and how your fans fit into the conversation. .
A strong team (bands and management where applicable) will not only be able to do great business, but also build a brand and loyalty that will attract repeat customers (who don’t dream of a fanbase rolling on a reload button) a new slate of merchandise has been released ?). The key elements of repeat sales are no different from how you market your music and it all starts with the right position.
Identify your goals
Merchandise is a great way to earn cash to overcome the financial instability of touring and recording. But one important thing is missing to place your sights exclusively on the bottom line: most of the return on investment is indomitable. The t-shirts and pins that your fans take to the world are invaluable marketing tools to increase your band’s name recognition.
Finding the right price is essential. All other factors are equal (cost, demand, availability, etc.), the argument is simple: a cheap price tag means a small profit – but it will transfer more than one unit to an expensive one, meaning your band will wear more people shirts in the city. John Boyce, who runs Cold cut merchandise, Which artists like Quicksand, The Hold Steady, And code orange, agrees. “If it’s just building your brand – and it’s worth the money to promote it – it’s better for a young band to put their name there and tell people, ‘Oh, I’ve seen that logo everywhere.'”
Get to know your audience before you pick your product
The goals are now identified, tools like the Spotify for Artists app can be excellent for determining who your fans are and what kind of product they can launch, both in terms of items and price points. If you are a singer-songwriter who is mostly a fanbase under the age of 25, A licensed casket For example, it is unlikely to be a hot seller. It is also helpful to have a picture of their budget and the depth of their devotion. Are they more likely to buy a cassette because of its inherent collectibility and lower cost, or are they more interested in higher ticket items that can gain record value over time? Are your fans passive or violent collectors? Observe products sold by peers and like-minded fans to help you understand how to focus your energy and what will resonate.
Once you find the most effective way to target your merchant, figure out how to improve it to make it more attractive to your audience. The world is filled with logo tees, but you want products that stand out from the crowd; An effective merchant line is desirable and unique. “People are smarter and they look closer these days,” Michael Caserella explained Barking ions, A boutique merchant firm that specializes in high-end and collectible pieces for such names Bob Dylan, Kings of Leon, Billy Joel And John Lennon. “They can say when March is a little more thoughtful and creative, as opposed to just pressing an album cover with a date on the back of a T-shirt. There is a lot to keep your stuff from getting exciting. ”
Boyce agrees, adding that the bands “have a complete vision of what they want – how the song and album art and logos and they as a human being and literally everything is associated with a single story – are the bands of the greatest success.”
Identify the intersection of supply, demand and cost
Once you’ve found your niche for what your audience is looking for, gain an in-depth idea of how to differentiate that product and offer an array of options. Ideal for a fan to make tough decisions at the market table and even buy more than they plan. Barking Iron has recently moved to include lower priced items, but the initial offerings of their premium products have had the strongest impact from a positional perspective. “Although we offer the basic shirt, much of what we do is focused more on the fans who want more premium products,” Casella said. “In general, the world of March is rather flat, the graphics are on one side. We wanted to offer a shirt that was a little nice – that stood out from the crowd.
Quality is important, but having trends is also important and better than the curve in terms of audience aspirations. “Of course there are things that go in and out of style – like daddy’s hats are popular now – but what is needed is a band that follows right to the tide, where each band wants to create the same accessories,” Boyes explains. .
In addition to the limited initial cost benefits, a limited number of items can increase the immediate and immediate demand for merchant pieces. Honorable indie label Lord of the South, At home sunn o))), Power trip And others, have always made a strong product, and as metal grows in popular culture, so does the demand for their titles – many versions of which have long since disappeared. Yet the main objective was less about creating an artificial sub-economy and more about working within financial constraints.
“I see the album as a special item. Music is easy to listen to through digital, streaming or even CDs – so we try to create the best product by considering conservative estimates on a budget,” explains Southern Lord Hancho and Sun. o)) Founder Greg Anderson. “To me it’s more about music.” It is noteworthy that the prices of Discog indicate that some South Lord releases are in extremely high demand.
Ultimately, business as a revenue stream and as a fan-base fertilizer has huge potential when it comes to communication with creativity, patience and intention. “It’s the digital age, an era of music streaming where most of the records, media and most of the sensitive parts of music have faded,” Casarella claims. “We tell artists, consider March as an extension of music, and people will dig into it. That’s what we try to practice with the Barking Ion: to tell a story that expands and deepens the artist’s universe.