Image via WikipediaFor the newbies to the cultBLOG, I like to use Jay Conrad Levinson’s definition of “Guerrilla Marketing” –mostly because he coined the term and has written about infinity and a half books on the subject. His basic definition of Guerrilla Marketing is accomplishing ordinary business/marketing goals by unconventional means. In the same respect, effective merchandise marketing means not getting stuck in the “I’m a band and this is how all bands sell merch” mode of thinking. This includes to whom you sell it, how much you charge, what kind of payment types you accept, etc etc. One of the best, albeit seemingly backwards, ways to sell more merch is to give some away.

The “conventional” musician will take their cheapest piece of merch, hand it out to some friends and/or people they want to impress and that’s the end of the story.

But because you’re a savvy guerrilla, you already know what demographic descriptors best identify your primary and secondary audience… meaning that you know who likes your music. Chances that 45 year-old republican lawyers do not listen to “scremo” and you might be hard-pressed to find too many foot ball-playing, weight lifting frat boys storming the stage at the next fisherspooner concert. -but those are just my personal stereotypes. Who knows. So once you know whom you’re targeting, you have to identify who ELSE these people happen to like, what shows they watch, whom they find appealing in the celebrity world, etc. After this becomes clear, you do whatever you can to give your merch away to celebrities, other bands, comedians and anybody who can get in the public eye. If you’re lucky, your T-shirt could end up getting exposed to millions of potential and current fans.

Easier said than done, right? Maybe not.

Many TV shows are no longer produced directly by the networks on which they air. In fact, there are many small to mid-sized companies that create much of the content you see on TV. Do some homework and find out who produces your favorite shows your fans’ favorite shows. Try to directly contact the wardrobe department, but if you can’t you can always just send them some shirts. You may find the next time you’re watching TV, someone’s got your shirt on!! Every TV program from Hannah Montana to Law and Order to The Daily Show to Design on a Dime all need costumes, both for their main characters and for all the extras on the set. It never hurts having several extra items on hand.

guerrilla hint: PLEASE make sure that your merchandise is worthy of being aired on national TV before you attempt this strategy. If you have a black, Guildan or Anvil shirt with your band’s white logo printed on it, you may not see the shirt hit the air waives. If, however, you have a very well-designed shirt –possibly on American Apparel or Alternative Apparel– that has visual interest (colors and/or details of the design), then your odds are better.

The other way to do it is to try to see if you can get Celebs to wear your merch. Same basic method, but instead of seeking out production companies, you should try to find the proper contact channels for them. This may mean that you need to dig up an office phone, a general P.O. Box#,  a manager, or a personal assistant –but if the shirt is the right size and it looks in keeping with their image, you may find your merch in the next tabloid photo, or they may be seen out at a club or bar somewhere.

These methods take a little leg work, but they can end up in BIG-TIME returns for your band… because you gave your shirt away to the right people.