The Marketing Of DeadClubs

I always love marketing ideas that find a product niche where there wasn't one before, where you hit yourself in the head and say, "Why didn't I think of that?" Well, here's a good one, and it's called "DeadClubs."

DeadClubs.com is a site that offers new T-shirts from popular clubs from around the country that have long been closed. It's a great idea because enough people remember those clubs that whenever anyone shows up with a seemingly vintage T-shirt in prime condition, it always sparks interest. It's an automatic conversation starter.

DeadClubs.com is a work obviously in progress, as many of the other aspects of it such as "Dead Vinyl" and "Dead Air" aren't populated yet, but you can see where they're going with it. I bet this becomes a thriving little business in no time.

So if you're an artist or band, how can you use a similar idea? How about a T-shirt connecting your band at a show at a revered but long gone local club (make sure you get permission first, though)? How about a tour T-shirt at all the favorite dead clubs (maybe you can ask DeadClubs for help)? Why stop at venues. How about an association with old radio stations, record stores, pizza parlors, etc. (again, it's important to ask for permission first)?

The idea is to have something other than a normal artist or band T-shirt; one that strikes some extra interest or controversy. Anything that starts up a conversation with your name in it is the goal.

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5 Strategies To Sell More Merch

Every artist and band wants to sell more merch. It's a profit center (one of the few that a musician has) that has to be treated with a lot of forethought or you'll find yourself with too much inventory with a slow sell through. Here are a 5 strategies that can help you increase your sales immediately.

1) Limit the choices. Having 5 different colors of t-shirts might be a nice touch, but it's crazy inventory-wise and actually can impede that sale. A good salesman limits the choices to only 2. Any more and you risk the potential buyer throwing their arms up and saying, "I can't make up my mind," and not buying anything!

The same can be said for different styles of shirts as well. Remember, too many choices = buyer indecision.

2) Target the merch. You're a lot more likely to sell heavy sweatshirts, hoodies and beanies in the Minnesota in the winter than in California in the summer. Likewise, tanktops are going sell in better in Florida in the summer than in Detroit in the winter. You can even increase your profit margin (i.e. charge more) if the merch is climate appropriate and targeted.

3) Tie the merch to a tour. Tour merch generally sells better than generic items because you're celebrating a moment in time. Even if you're just playing local clubs you can do this successfully by calling a t-shirt something like, "2010 Club Tour." In 2011 you change the color and style to give your fans a reason to purchase again. Sports teams do this every year by changing the color and even the style of their uniforms. You can do it too.

4) Don't forget the girls. Under the right circumstances, it's well worth it to have an item aimed just for the ladies in style and color, since many girls and women would never be caught dead in a generic shirt. Guys, don't design or pick this item out yourself. This is one time help from the opposite sex is mandatory. If in doubt, go back and read #1.

5) Be careful of novelty items. Novelty items such as lighters, condoms, beach balls, etc. can be fun, but usually don't sell well. They're usually meant to be given away for free to remind people of the brand, and that's the way they're best used. Once again, remember #1.

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Follow me on Twitter for daily news and updates on production and the music business.

Check out my Big Picture blog for discussion on common music, engineering and production tips and tricks.