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| Photo Courtesy of Editor CA Marshall of Candice Anne Graphics & Photography |
By Michael McKenna – International Music Reviewer
You've packed the venue. You had a kick-ass performance. The
entire crowd loved every minute of your set. Now you have to turn that enthusiasm
into album, T-shirt and promo item sales to help pay the bills. How do you go
about doing that? That's a question I asked a few Indie artists who are
masterful at the merch table in hopes of finding out some of their secrets to
their successful methods.
There's are no specific rules to the shit, so grab your
CD's, your T-shirts, and your smartphone credit card reader (if you don't
already have one of those, consider it your 10th commandment), because here's
some of those secrets that I'm willing to impart to you to improve your Ca$h
Flow!
1. Have Someone At Your Merch Table At All Times!
This seems so obvious, but you'd be surprised how many
artists just set up a table and go on about their night thinking that the
person will come seek you out if they want an item. Not having a person behind
your merch table will likely result in stolen goods! By having a live body at
your table, it will act as a security measure. Also by having someone holding
down the table, people always have someone they can ask about the merch.
2. Invite Fans To Hang Out With You At Your Merch Table!
When you hold the microphone, you are in control of the
crowd. Use that control to get your fans to join you post-show at your merch
table. Tell them to meet you after the set over at your merch table just to
talk and hang out. They don’t have to be pressured into buying anything.
They'll do it on their own.
By walking straight from the stage over to the merch table
instead of backstage, you are leading well-wishers to a central location that
just so happens to feature your items for sale staring back at them. Support
can be contagious. People see others in front of them pulling out money,
getting their CD signed, snapping pictures, etc., and they don't want to be
left out and will often buy on impulse.
3. Set Up Your Merch Correctly!
No one wants to pick out a shirt from what looks like a pile
of dirty laundry. Set everything up professionally. You're essentially running
a store, so it should look like a place where you'd want to shop. If you're in
a space where it's possible, try to find a hook or something to hang the
T-shirts from. People can see shirts hanging in the background up higher better
than they can see something laying flat on the table. It's all about exposure
of product! It's essential to have a price list that everyone can easily see!
If there is a line, they can hand off a $10 really quickly and keep moving if
they know the price. If they have to wait, chances are they'll say, 'I'll come
back,' and they never do. This is a sales killer!
4. Show Up To The Venue Early!
Arriving just in time for your set is something only
prima-donna's artists do. Professionals who actually want to make new fans and
move some merch arrive at the venue a full hour before things get started. Work
the whole room, and make sure everyone knows your name. Thank them for coming
to your show even if they came to see someone else or are just hanging out at
the bar randomly. Tell them how much you appreciate them coming out, and ask
them how they heard about you. It starts a convo 75 percent of the time. It
piques interest and gets curiosity happening. The more of a connection you
have, the more of a chance they will watch your set with care, and the more
likely they are to buy your stuff!
5. Leave the Venue Late!
Show up early and leave late? Yes, you're going to be
burning the candle at both ends. I would like to point out that even after the
last act, people are still meandering around looking for that last
out-of-the-door impulse buy. Don't miss out on that opportunity. Some of the
biggest sales are at the tail end of the night.
6. Have fans who already own your T-shirts come to the show
wearing them!
If you have an e-mail list , or any sort of following on
social media, influence your fans who already own your merch to come to your
shows wearing it. The more people, especially women, wearing your merch at
shows, the more people will buy your merch and they will feel that they belong.
And if a little motivation is needed, Have the venue take a
dollar off the cover if someone is wearing your merch!
7. Hook up the venue's employees!
Since the venue is going to be your home for the evening,
hook up the employees. Who are some people you are guaranteed to run into at a
show? Door guy, DJ, Bartender, Sound man, Headliner. Give them a shirt! Ask
them to rock it! They will essentially be promoting you all night.
8. Make sure you have high-quality products!
Loyalty is real, but garishness and cheapness is realer.
This is a very important aspect of any merch sale, that is to "create a
shirt that everyone wants to wear.” Quality is a huge factor when it comes to
this. "You must invest some money into yourself, and try to maintain the
highest standard possible when it comes to products you want people to take home.
The days of iron-on logos and Memorex, handwritten CD's are gone. The internet
has made so many great merch options available, or if you're like me, you hunt
down the best local print shop, and work face to face with the people creating
your goods.
I would also warn bands to do not overdo it with the corny
merch – aprons, clocks, novelty weird stuff. Keep it simple at first – music,
shirts, stickers, then think about expanding your brand. If people see 10
different things available, they might get overwhelmed and not buy anything.
9. Play "Let's Make A Deal"!
Fans love a deal, which is why you should bundle some of
your merch. Give them everything all-in-one for a discount. This is also a way
to connect with fans who might not have as much money on them. Understand the
struggle, "If people paid to see you, cut 'em a deal. No one is truly Mr.
Moneybags, despite what they say.
Now that I have imparted some of the wisdom I have learned
over 45 years of attending shows, being part of them as a Promoter, DJ,
Management and Reviewer, I can truly says that the bands I have seen using
these 9 methods have been highly successful and have made MAD MONEY! IT'S YOUR
TURN NOW!
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