How to make the most of your merchandise offers

If you're like many artists, your distribution strategy begins and ends at the merch table. But for too many acts, the at-the-show marketing effort involves nothing more than a shout-out from the stage: “We've got CDs for sale at the back of the room!" You can do better than that. Here are some common sense tips to help you start moving some product.

-  Just announcing the existence of a merch table may not be powerful enough. So rather than announcing what you're selling, announce what you're giving away. For example, maybe you can throw in stickers or a older CD for free with a t-shirt purchase – or vice versa.

-  Buying is contagious, and if people see others buying your merch, they're more likely to check it out. If you've got friends and relatives who you know are going to buy a CD, have them buy it at the back of the nightclub where on-the-fence types can see it and get the idea.

-  One of the most effective ways to move a lot of product in a hurry is to bundle CD sales with admission to the club. Rather than selling a $7 cover and a $10 CD, sell a $15 all-in-one. Such agreements can be mutually beneficial – but club owners often greet such deals suspiciously, so make sure you’ve pitched the idea and agreed upon the details well beforehand.

-  Accept credit cards. CD Baby has an excellent program which allows you to get your very own credit card swiper, which you can take to your gigs to help you sell a lot more merchandise.

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