The Difference Between Random Merch and a Merch Strategy

Most people don’t have a merch strategy.

They just have things.

Some pens they ordered last minute.
Tote bags because they have seen other people with them.
A hoodie they thought would like nice for the gram.

And whilst technically, this is them doing merch - it also isn't!

Just because someone else is doing it, doesn't mean it is right for you (and doesn't mean it is right for them!)

WHAT RANDOM MERCH LOOKS LIKE

Random merch is normally the cheap quality stuff you grabbed last minute because you forgot to get something.

The stuff that has had no thought put into it

The stuff that people might take - but won't use.

The cheap, throw away things (that just waste your money!)

And trust me - we have ALL been there - myself included!

But cheap and random merch makes your brand look worse than no merch at all! So if you are in a panic and don't have time to get the good stuff - go with nothing instead. Random, cheap merch, makes your brand look like ... you guessed it ... random and cheap! And that is the last message you want to send out to people.

And as much as I would love to give you a list of what random merch looks like - I can't. Because it completely depends on you, your business and your audience.

Each brand, audience and owner should have merch that represents them and those they work with/for. That is how you stop it being random - by making it personal.

WHAT A MERCH STRATEGY LOOKS LIKE

A merch strategy starts in a completely different place.

Not with the product.

With the outcome.

So ask yourself:

• What is the goal I want to achieve?

Attraction?

Selling?

Loyalty?

• Where will it be used?

Expo stand?

Sending out in the post?

At your own event?

• Who is it for?

Current audience?

New audience?

And then break down who those people are - how do you help them, what problems do you solve, what do they like?

• What do I want them to do next?

Book in a call?

Renew a service?

Buy from you?

When you have answered these questions, then you can start planning what merch you are going to get and what you are going to do with it - how you are going to hand it out to people etc.

THE BIG DIFFERENCE

It's the plan you put in place - the strategy that you use.

The same with every element of business.

Always put the goal and your audience before the product.

EXAMPLES

Let’s say you’re a coach attending an event.

Instead of thinking about getting some pens - think about what makes you unique. How are you different from other coaches - why do your audience work with you instead of someone else?

Then think about what products lean into that message.

So if your USP is to do with the inner work - maybe a mirror - to look inwards before you look out.

If your perfect client is on the road a lot - think about travel flasks.

If you run a community for animal lovers.

Think about the animal - a collar, a t-shirt with their breed on, a food bowl.

If you have a podcast - what can you give your guests that they would use. Maybe a mug that they can use on the show and then take back with them to their office.

WHY THIS MATTERS

Because merch is one of the few things in your business that:

• leaves the room with your audience

• goes into rooms that you aren't in

• sends a message to people you haven't met yet

Use it as a marketing tool - because when you do it properly - that's exactly what it is.

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