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We walked around the room at the end of the radio and artist management event, looking for our next move. Merchandise, aka Swag, would play an unexpected role in the psychology of the evening.
The safety of tables and chairs should not be undervalued in group settings. Once we stood up, we quickly assessed and planned. Should we go to the restroom, get a beverage refill, or walk to another table and talk to someone else?
All of those options are normal. However, the last thing we wanted to do was just stand there. A member of the artist management team spoke up and told us to grab a hoodie and a baseball cap on the way out. I could sense a feeling of social confidence coming from the room. We had direction.
“And the Dove goes to…”
The events were connected to last week’s 55th Annual Dove Awards in Nashville. The Dove’s are the Gospel Music Association’s version of The GRAMMY Awards. Record labels and artist management connect radio programmers and influencers to specialized weekly events.
The goal is to thank decision-makers and to influence future moves. There are performances by A-list artists in a Nashville studio setting and artist showcases from singer-songwriters that feel like a Laurel Canyon experience in the early 70s. If you want a Masterclass on how to organize these events, contact Chris Hauser at Hauser Promotions.
Over the four days, I popped into several events to connect with friends and colleagues and enjoy the performances. Live music is such a great bonding moment. There’s comfort in seeing a familiar face, and there are people like me who enjoy the challenge of walking into a room of new faces and trying to engage in a conversation.
Sometimes, it works, and I look for that person the next day to continue the connection. But there are the small-talk conversations where I try, and the moment ends with a smile and a “Nice to meet you.”
The Green Hat Is Good For My Skin Tone
This is where the benefits of the swag come in. We had something in our hands and a conversation sidebar. I came away with a hoodie, a coffee mug, and four hats. Some of the hats involved choices, and I would model the hats to get feedback from someone I didn’t know. It was another connective tissue moment between humans.
How do we justify radio station swag and merchandise when revenue is flat, and expenses are up? We don’t rationalize it without a strategy of brand exposure and audience connection created by the swag budget line.
Here are a few questions to consider when spending money on brand merchandise:
- Does the passion for your brand match the passion of the listener? It’s not a trick question. Some brands have more passion because of the radio station’s format or heritage. However, the passion for the brand doesn’t mean the listener will wear your swag in public. Research through mini-focus groups can help save money. Use the power of your database to get feedback. Listeners love giving their opinions about the ordinary.
- Who would wear or display this? It seems simple, but how often have we cleaned out a closet or a drawer and found a radio station or vendor t-shirt, hoodie, or hat that hasn’t been touched since the last time we moved? Are we asking the right people to approve the merchandise? If we want women to wear an item, are we asking a focus group of women to approve the items? I have a lot of coffee mugs, but I rotate a few favorites. Ask coffee drinkers to critique the way a mug looks and feels.
- Who is the audience receiving the swag? Yeti and Stanley cups are popular and expensive, so we settle for a knock-off brand or coffee mugs. What if you purchased limited premium merchandise for the Super P1s, the birthday club, or the top-tier contributors? Additionally, clients (advertisers) should receive a different premium exclusive to the client for their investment in the station.
- Would it sell in an online store? This requires answering #1. The audience may love the brand, but that doesn’t always translate to spending money to show affection.
Uh, We’re Striking That Line From The Budget
Finally, what happens if there’s no budget for swag?
Yeah, I realize there are barter services to fill the need, but it’s not the purpose of this question. How do we work the room, the event, the car remote, and the concert when we have only human interaction?
I enjoyed the hats and hoodie this week, and I’ll wear those swag items because those brands have more impact in Nashville. One of the hats may lead to a conversation in a local restaurant or coffee shop. However, the swag items were nice afterthoughts to remind the participants of the week and the artists. The real connection came from the label pros working the room and filling the voids.
Are we training our on-air staff and street team to come from behind the table and bond with a fan or a potential listener? How would you justify being on-site if you didn’t have swag or a cool prize?
Swag and merchandise are powerful and needed, but don’t let it be a crutch to replace connection. Let it aid in the goal of nurturing your audience.
Ron Harrell is a columnist for Barrett Media. He founded Harrell Media Group, specializing in radio and audio brand consultation, fractional management, and talent coaching. He has worked in every role on the Programming and Branding side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as ABC/Citadel, CBS Radio, Chancellor Media, Cumulus Media, Hope Media Group, Hubbard Broadcasting, and WAY Media.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
