Event Merch That Pays For Itself

Stop looking at merch as an expense - and start treating it like a marketing strategy!

Let's be real for a second - the first thing that enters your head when you look at merch is how much is it going to cost.

And yes - price is something that has to be considered - because you don't want to bankrupt yourself whilst attracting new people to you. But it should not be your first question.

So, what questions should you be asking when getting ready for an event when it comes to merch?

Because your merch shouldn’t be looked at as a cost - it should be looked at as a strategy.

1. What experience am I creating?

What do you want those new people to feel and experience when they come and see you?

What is the emotion you want to portray with your brand?

What is the first thing you want people to feel when they talk or think about you and your business?

Your merch is part of the event experience, not a side gig, so let it take centre stage.

The best event merch is:

• exciting

• intentional

• attractive to the right people

Think:

• phrases that make people feel seen - "Oh that is me" moments are golden

• products that are useful to your audience

• products that are relevant to what you do

This is what starts the conversation without you having to try and drag people over to you.

2. Your Merch Is Your Magnet (Not Your Freebie)

At an expo, it isn't just you and them (as much as that would be delightful!) You are competing to grab attention with:

• Speakers

• Other attendees

• 50+ other stands

You’ve got seconds to make someone stop.

Your merch will help you do that to the right people - and the right people are who count!

Think of your merch as your opening line.

If it doesn’t start a conversation then it’s not doing its job.

3. Stop Giving Everything Away - Earn the Interaction

If money is something that you are conscious of, this this is the biggie!

You don't have to put everything out on the table for people to just pick up and leave with. Think of your merch like tiers:

The cute, free, cheap thing that you don't mind everyone taking

The middle thing that warrants a conversation first to see if they are your type of client

The expensive thing that people only get if they sign up for your product or service - or even a discovery call. This merch is for your HOT and SEXY leads

This way, you can buy less of the good stuff and have a vetting process for handing it out.

You could also swap out the middle and high tier for a golden tier - a one hit wonder - the warm and hot leads get entered into a raffle to win the super sexy prize. And you get their email address to let them know who the winner is and for them to enter.

4. Design for Your Audience, Not Your Logo

This is the hill I will happily die on.

No one gives a fuck about your logo but you.

Your merch should not be about your logo and what you think is nice.

It is about your audience and what they are going to like.

5. Make It Impossible to Ignore

This is not just to do with your merch - this is to do with your layout.

If everything you have on your expo is laid flat out on the table - then people won't see it.

You don't have to make everything shiny and glittery with flashing lights and music to make it noticeable. That will work for some brands, but not for every brand.

So, what works for your brand?

But there are several things that you can do regardless of what your business is.

Height - have different things displayed at different heights so that people can see things from all angles. It gives the table depth and volume and can do a lot of the heavy lifting for a display.

Interaction - what can you do to get people involved in an activity on your table. And the activity doesn't have to be a game - is there a way you can incorporate what you do into an interactive element on your table.

Visibility - printed table cloths, roller banners with QR codes, make it clear and easy for people to know what you do and how you do it.

Your stand should look and feel like there is something for people to come and see.

If you are new to events and want some more information, then you can grab our events book here:

https://motherofmerch.co.uk/event-playbook

Or head back to the free section on our site and download our shortened, free guide to get you started!

And if you are ready to start creating your business merchandise, your first step is to book in a call with us to talk through your options - obviously!

Come and have a chat with us by booking a call in here: Discovery call