September 5, 2012 Leave a comment
Merchandising is a strategy for creating alternate revenue, making performance more tangible and creating walk around visibility. Sports marketing does this extremely well. Arts – not so much. It’s time for arts organizations to consider a stronger merchandising strategy.
When did you last attend any kind of major league event that you didn’t have a chance to express your fanship with the purchase of a cap or shirt? Check out any league team website and you’ll see a “SHOP” button clearly visible above the fold. What these franchises have learned is that their logo translates into a walking billboard and a welcome expression of their fan’s devotion.
Merchandising is an option that is open to any performance experience with a fan base. In the arts, there is a unique opportunity to express a creative flair in the product design – after all, it’s ART!
Millennial and boomer cultural consumers both are 67% and 38% more likely than the average population* to purchase tickets online. Why not give them more than tickets to buy? A clever merchandising option offers up a revenue stream and walking endorsement of your performance. Now is a great time to add a revenue stream by exploring the creation of merchandising that allows your fans show their love!
*USA Plus-Mosaic Au10-Se11, Scarborough Adults 18+. Millennial and boomer cultural are A18-34 and A45-59 respectively that report attending a museum, dance/ballet, live theater or symphony in the past year.