This is a guest post by Berklee Online music business instructor Chandler Coyle that originally appeared on the PledgeMusic blog. Chandler is one-half of the fan experience agency Music Geek Services and is also the publisher of the The Coyle Report, a free music marketing newsletter that provides tips, tricks and solutions on fan engagement. Click here for a free subscription to The Coyle Report.
This third video in the 4-part interview series is focused on: Best Practices for Determining Quantities. If you missed the first two parts of this series, please also check out: Part 1 of 4 – Benji Rogers on Best Practices for Merch and Part 2 of 4 – Benji Rogers on Best Practices for Pricing.
Benji and Berklee Online’s Mike King discuss best practices for determining the quantities of physical merchandise to produce. While there is no quick rule-of-thumb to figure out how much merch to produce, they talk about the discuss the important variables and factors that you can utilize to make an educated estimate.
Before you watch the video, I wanted to highlight a comment that Benji makes in this video. This advice from Benji is important to keep in mind when interacting with your fans at a show and especially at your merch booth.
“A thing that artists forget is what you do as an artist is fascinating to people that don’t know how.”
Key Takeaways for Best Practices for Determining Quantities:
-Take into account how many units you sold direct-to-fan, via a PledgeMusic campaign for example.
-Take into account the number of tour dates multiplied by the average number of units of each item you tend to sell per show.
-Take note of what you are hearing from your fan base. Does the level of fan chatter about the new release or upcoming tour seem bigger than past releases or tours?
-Balance your concerns about quantities with the realities of better per unit pricing on larger quantities.
-Improve your merch booth presence and attitude in order to increase the quantities you can sell at each show.
-Keep in mind that fans respond to your respect for your art.
Stay tuned as next week we’ll feature part 4 of this 4-part Berklee Online Open Mic Series: Benji Rogers on the Difficulties of Touring.
Study music marketing online with Benji Rogers and Berklee Online this fall. Get personalized feedback on your work, and direct access to Benji in Berklee’s 12-week Music Marketing 101 course, which begins on September 29. As space is extremely limited, please contact Berklee Online’s registrar if you are interested in studying directly with Benji, at firstname.lastname@example.org, or 1.866.BERKLEE.
Publisher, The Coyle Report
Click here for a free subscription to The Coyle Report, a free music marketing newsletter that provides tips, tricks, and solutions on fan engagement.
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