1 - Back to its beginnings - how did merchandise become a thing? - Copy
The History of merchandise - just not as we know it!
We are so used to seeing merchandise now - from t-shirts with song titles on to the more corporate merchandise that is probably relevant to you if you are reading this!
But where did it all begin?
To understand the true power of merchandise, we need to take a little trip through history to take it right back it's origin story!
Symbols and emblems that were used back in ancient civilizations are the equivalent of our logos and branding that we use today. However, they didn't tell you what the person did for work - they were used to represent status, power and identity!
In Ancient Egypt, artisans would mark their work with a seal - their version of a logo! It would help differentiate the artisan so they could tell who's work it was. This was the same in Ancient Rome when merchants would put their initials into their work - so when we say that merchandise isn't new - we mean it!
Fast forward a few years .... and it brings us to 1789 when supporters of George Washington created commemorative buttons with slogans and imagery to promote his campaign! And it is something that we still see being used today - political figures using merchandise to promote themselves.
But why does it work?
It shows other people that they are supporting said politician (for example) - so the more that people see it - the more inclined they are to look into that person as they are subconsciously, or consciously, reminded of them when they are walking around. People also like to feel like they are part of the crowd - so if they see their friends doing it, people that they know, like and trust, they are more inclined to vote for that person as well.
As with everything in life, upgrades in technology made it easier for other people to start producing merchandise. And this is when businesses started incorporating merchandise into there marketing strategies. Some of the biggest brands - like Coca-Cola were amazing at using promotional items to market their products - handing out free items when people bought there products, and this is what led to the explosion in merchandise as we see it now.
Back in the 50s, Elvis Presley was not only the King of Rock and Roll, but he was also the King of merchandise! The first musician to have band t-shirts - which is now something you will have probably seen at any gig you have been to!
In the 60s, The Beatles took it to another level all together - they had a huge range of merchandise available for fans of all ages so that everyone felt involved!
My personal favourite is the t-shirts by the Rolling Stones - everytime I see one, I have to see if they have it in my size and even stripped off in the middle of their concert just so that I could wear a new t-shirt! Something about the designs that they have just grabs me every single time!
Another company that I think has an amazing strategy when it comes to merchandise is McDonalds! We all know about the toys with Happy Meals - and they have made the switch to include books as well. When ever you ask a child what they want for food, they have to weigh up what they want to eat - and if they get a toy with their meal! What an incredible strategy! To have a range of toys, a different one in every box so there is even a collection to get - and then they change it up so that there is something else for the kids to want. I personally am glad that we have moved past the point of wanting to collect the little teddies!
Bringing it back to today, merchandise is used in so many different ways!
Attracting new clients
Raising brand awareness
Building a solid brand with their community
Part of a marketing strategy
To make a profit
Giveaways and competitions
Welcome packs
Customer appreciation
And the list could go on!
The rise of E-commerce businesses and print on demand services has made it easier than ever for businesses to be able to access their own merchandise.
I would love for you to start keeping your eyes peeled now for merchandise now - and see the different ways that companies are using merchandise in there marketing and take a new view on how you could use it for your own marketing!
And if you want us to help you with ways that you could introduce it, then jump on a call with our team by booking in a discovery call with our team on the link:
