#183 - How To Make Money from Merch Sales
It pays to work with a designer - Now unless you / someone in your band has excellent design skills, it’s a must to get a designer on board. While the initial costs may be off putting, you’re guaranteed to make it back (and some) when it comes to selling your merch. And, as a plus, fans will be more likely to wear your t-shirt out and about (i.e. free marketing!) if the designs look fresh.
Accept credit cards - These days, most people don’t have cash on them and, unless you’re lucky to be right next to a cash point, it’s likely that not having a card payment option will deter sales on the night. Card machines such as Zettle are easy to use and set up or alternatively, if you want to avoid transaction fees, plenty of people have the PayPal app on their phone.
Clear signage - Merch stands can often be tucked away out of view so, if you’re playing in a particularly labyrinthine venue, it might be worth printing off arrows directing fans towards the merch stand from various points. Along with this, it’s worth having a clear list of prices displayed on the table to save whoever’s running the stand having to endlessly repeat themselves.
Cross reference prices - Cross reference your price list with other artists of a similar level. As well as taking the material and production costs into account, you want to make sure you’re earning the most you can from your merch. Don’t forget it’s a key income stream for musicians these days with streaming platforms largely removing all of the income available from music sales.
Create a sense of exclusivity - During your set it’s worth mentioning the availability of merch whilst adding a sense of exclusivity - i.e. this is the final batch of t-shirts for this album. This will encourage fans to purchase merch on the night rather than holding off until a later date and potentially forgetting.
Sell products in bundles - Selling products in bundles can be a great way to convert potential buyers. Rather than selling, for example, a t-shirt on its own, why not include a free download code for your newest track / album as part of the deal. It’s the cherry on the top that may encourage someone on the fence to buy your products.
