Organizing a successful presence at a major industry fair can be a daunting task, especially when it comes to leveraging merchandise and analytics to maximize your impact. Merchandise isn’t just an afterthought; it’s a crucial component of your merchandising strategy that can help you stand out, attract leads, and create lasting impressions. In this in-depth guide, we’ll walk you through everything you need to know to effectively use merchandise at your next big fair, from strategic planning to execution.
1. Start early: The 12-week timeline
Timing is everything when it comes to preparing your merchandise for a fair. Starting the process at least 12 weeks (90 days) before the event is crucial. Here’s why:
- Strategy phase (Weeks 1-2): Begin by aligning your merchandise strategy with the overall branding and goals of the fair. This phase also involves deciding on the tiered merchandise approach, ensuring you have different levels of items for various audience segments.Work with your team to plan the best way to display these items at your booth. Remember, merchandise isn’t just a giveaway; it’s a key part of your booth’s appeal and should be presented in a way that enhances its perceived value.
- Design phase (Weeks 3-4): Work closely with your merchandise partner to brainstorm and finalize designs that are consistent with your booth, brand colors, and messaging. Make sure to invest time in the right briefing as it will speed up the total design process.
- Production and delivery (Weeks 5-12): Once designs are approved, move into production. Give your supplier ample time to produce high-quality items without rushing, which could lead to compromises in quality. If you start late, you risk ending up with poor-quality items that don’t align with your brand, and you might also incur higher costs. During this period, finalize logistics and ensure that all merchandise arrives at the fair on time.
2. Implementing a tiered merch strategy
One common mistake many companies make is distributing the same merchandise to everyone, regardless of their potential value as a lead, which could otherwise be targeted to boost online sales. To avoid this and to enhance cross-selling opportunities, adopt a tiered merchandise strategy:
- Tier 1: Low-Cost, High-Volume Items These items are for general visitors and are designed to grab attention and increase brand visibility across the fair. Examples include tote bags, socks, notebooks, and pens. Tote bags, in particular, are highly effective as they are visible throughout the event, leading people to your booth.
- Tier 2: Mid-Range, Impactful Items Reserved for promising prospects, these items should be more unique and higher in perceived value, typically costing between €10 and €20. Think of these as rewards for meaningful interactions with potential leads. Examples include stylish t-shirts, caps, or insulated tea bottles. The key here is to ensure that these items are given selectively, enhancing the personal connection with the recipient.
- Tier 3: High-End, Exclusive Items These are for your top-tier prospects and existing customers—those who can significantly impact your business. These items should be of premium quality, such as high-end backpacks, jackets, or luxury branded items, costing €50 to €100 or more. Limited availability of these items adds to their exclusivity and value. Make sure to also pay attention to packaging, as great packaging enhances the customer experience.
Pro tip: Estimate quantities carefully based on the size and nature of the fair. For example, if you expect 10,000 visitors, you might prepare 1,000 low-tier items, 200 mid-tier items, and 20 to 50 top-tier items.
3. Consistency is king: Align your merchandise with your brand
Your merchandise should never feel like an afterthought; it must be an integral part of your overall merchandising strategy, branding strategy, and customer experience. Here’s how to ensure consistency:
- Color and design consistency: Match the color scheme of your merchandise with your booth design and overall brand identity. If your booth uses red, black, and white, make sure your merchandise reflects these colors. This visual consistency not only reinforces your brand but also helps guide attendees back to your booth when they see others using your items. Here are some collection designs as inspiration.
- Display matters: Don’t just throw your merchandise in a box next to your booth. Create a mini shop-in-shop display, with items neatly presented on racks, shelves, or tables. This enhances the perceived value of the merchandise and attracts more visitors to your booth.
- Team attire: Your team should be easily recognizable and dressed in merchandise that reflects your brand. Whether it’s business shirts, casual streetwear, or something else, ensure that it aligns with your brand story and the atmosphere of your booth. The right attire not only makes your team approachable but also reinforces the brand message you’re conveying.
4. Displaying merchandise: The right way to attract visitors
The way you display your merchandise can significantly impact its perceived value and your booth’s attractiveness. Here are some tips:
- Create a retail experience: Arrange your merchandise as you would in a retail store. Use clothing racks, mannequins, or neatly folded displays to make the items more appealing.
- Highlight top-tier items: For your most exclusive items, consider a special display area that draws attention and emphasizes their value. This could include spotlighting, glass cases, or dedicated display stands.
- Interactive displays: Encourage visitors to interact with the merchandise. For example, have a “try it on” station for apparel or a demo area for tech gadgets. The more engaged visitors are, the more likely they are to remember your brand.
5. Tracking and Measuring Merchandise Impact
It’s not enough to hand out merchandise—you need to track its impact to understand what works and what doesn’t. Here’s how to do it:
- Use a merchandise platform: Platforms like Sunday Wardrobe allow you to track who receives each item and gather feedback through automated follow-ups. This can include questions about brand awareness, ambassadorship, and the item’s wearability.
- Integrate with other marketing channels: The data you collect can be integrated into your CRM or used in retargeting campaigns. For example, you can follow up with personalized emails or ads based on the merchandise recipients received.
- Post-event analysis: After the event, conduct a thorough analysis of how your merchandise performed to enhance the customer experience. Go through the lead list with your sales team to identify top prospects and brand ambassadors. Use this data to refine your strategy for future events.
6. Long-term strategy: Wearability and brand impressions
The ultimate goal of your merchandise strategy is to create long-lasting brand impressions. Here’s how to ensure your items have a lasting impact:
- Focus on wearability: The more often people wear or use your merchandise, the more brand impressions you generate. Choose items that are not only stylish but also comfortable and practical, ensuring they’ll be used regularly.
- Track impressions: Platforms like Sunday Wardrobe can help track how often items are worn and the brand impressions they generate. This data is invaluable for understanding the long-term impact of your merchandise strategy.
7. Summary for success
- Start early: Begin your merchandise planning at least 12 weeks before the event.
- Tiered strategy: Use a tiered approach to match the value of merchandise with the importance of the recipient.
- Consistency: Ensure all merchandise aligns with your overall brand strategy.
- Display thoughtfully: Present your merchandise in a way that enhances its perceived value.
- Measure impact: Use platforms like Sunday Wardrobe to track and measure the effectiveness of your merchandise.
By following this comprehensive guide, you’ll be well on your way to dominating your next big fair with a merchandising strategy that not only attracts attention but also drives meaningful engagement and long-term brand loyalty. Remember, merchandise isn’t just a giveaway—it’s a powerful tool to tell your brand’s story and leave a lasting impression on everyone who visits your booth. If you’d like to brainstorm with one of our experts for your next fair or exhibition, reach out to us here.
