Merchandise is a big revenue source for many influencers so it’s no surprise they have the merch game down to a science.
And while your goal might not be to generate revenue the outcome should be the same.
Someone receiving cool gear that they want to use and show off!
So what can all brands learn from influencers when it comes to merchandise?
Aesthetics matter
Good-looking merchandise gets used (and sold) more.
That’s why influencers will invest in hiring designers or collaborating with fashion brands to create merch that not only looks good but resonate with their brand.
They use messaging and design that speaks directly with their audience like in-jokes, uplifting messaging and art styles.
Next time you go to make a promotional product, ask yourself how you can bring the design to the next level while still remaining on brand.
Understand your audience
If there’s one thing influencers understand it’s their personal brand.
And because money is on the line it’s important they are confident the merch they put out is going to be loved by their audience.
So what’s one of the best ways to know what people want? Ask.
It’s simple, but the act of asking helps to build anticipation and give the community a voice.
They also understand the process of tying merchandise back to their brand.
For example “Yes Theory” released a merch sub-brand “Seek Discomfort” which promotes values like positivity, bravery and self-confidence. The same kind of values their community watches their Youtube videos for.
Leverage exclusivity and scarcity
Merch drops are commonplace in the influencer world.
(A merch drop is simply a limited release of merchandise that’s brought out at a certain time.)
They’re common because they work and are an example of the power of exclusivity, scarcity and anticipation.
While merch drops will not be suited to all brands they offer ideas that will help to spark interest;
- Use social media to build anticipation and announce the availability of products ahead of time
- Highlight the fear of missing out e.g. “The first 50 people to visit our booth and sign up for a trial will receive a branded gift, get in early or miss out.”
- Limited edition runs will elevate the product value
- Use social proof (other people using the products or saying good things) to increase value perception and FOMO
- Treat promotional merch like a product you are wanting to sell. Make it so good people will want to pay for it.
Summing Up
Influencers can teach us a lot about merch and building a community.
While the goals of a brand will differ between an influencer and a company the principles will remain the same.
It’s worthwhile to check out some big influencers to influence (yes I know) your branded merchandise strategy.
We also have a team of branded merchandise connoisseurs who will gladly help you elevate your promotional merchandise to the next level. Get in touch today or view our range to get started!
Matt has spent over eight years in Australia’s promotional products industry. As part of the Promotion Products marketing team, he manages product catalogues and content, keeping brands up to date with what’s new and what works. A contributor to the APPA Magazine, Matt brings practical insight into how quality merch helps businesses stand out.