Additional income. Selling merch usually brings in additional money. The more fans a brand has, the higher the sales will be. And the income can always be invested in creating new products, organizing marketing campaigns, and other purposes.
Creating a fan zone. Merch helps create a community of like-minded people. Such people can exchange artifacts, communicate and participate in the company's competitions, which has a positive effect on its popularity.
Conveying an advertising message. Using branded artifacts, you can expand the brand's audience. If a company's slogan evokes a positive reaction in a person previously unfamiliar with it, then he or she will most likely become its client.
Increasing the number of touches. To push a person to buy, a brand needs to interact with them multiple times. Few people will buy a product or order a service after seeing an ad once. Warming up the audience is gradual, and meeting with the merch can become one of the target touches.
Brand promotion: Items such as blankets, bags, and hoodies can be given as gifts or prizes. This can draw attention to the company and create a positive opinion about it.
What is merch and why is it needed - image 6
Merch of the rock band "Alisa"
Why do people buy merch?
In 2021, the Anketolog company conducted a study algeria telegram data involving 1,900 Russians. In particular, they were asked to say when they would be ready to buy branded goods with their own money. The respondents said that they would invest their money in branded items if:
these will be things that can be used. For example, a jacket, a bag or a T-shirt;
these will be items made from quality materials that will last for a long time;
They will be inexpensive.
It is important that 80% of respondents noted that the desire to buy branded items can be affected by the company's reputation. If it is positive and the company is interesting, then sales will go. That is, people will buy branded artifacts to feel their participation in something important or pleasant for them.
Here are some tips to make branded items successful and encourage people to buy them:
Convey the idea. To promote merch well, it is not enough to use only the company logo. You need to put certain statements and meanings close to the brand into the item. Sometimes you can even use internal memes.
Use images. Here you need to use your imagination, that is, personify the company with a certain animal or car. And then implement the image when creating merch.
Consider the target audience. For example, memes are suitable for young buyers, but for vegetarians, jokes about meat would be inappropriate.