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Rock Your Band In The Fast Lane

Posted by on in Sanders Marketing
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I recently attended my first concert by one of the most legendary classic rock bands of all time. I definitely felt like the new kid in town! This band has fans of all ages, and loyalty is nothing to be questioned. Walking by concession stands, bar areas, and restrooms was like walking through a history lesson of life in the fast lane. So many fans were rocking old concert t-shirts from some of the band’s first tours in the ‘70s, all the way to their most recent. I even spotted a few shirts from the individual artists’ solo careers.

Then I found myself at one of three merchandise booth’s placed throughout the arena. Each one had lines longer than the beer stands, so I finally picked one as the last resort. When I got to the point where I could see what they had to offer, I felt like I was in merchandise heaven. I counted 20 different shirts of all different styles. Some were vintage, some were newly designed for this tour. There were styles for men and styles for women, and sweatshirts and hoodies available as well. Along with apparel, I could choose from bags, hats, stickers, guitar picks, books, and more. They had a long run of things to choose from! And with as many fans that were there buying their favorite items (at $45 a shirt), it was obvious that their merchandise is an important part of their revenue stream. Life’s been good for their fans, and they want to cherish these moments the best they can. This band has built a brand around themselves, and it’s clear that their fans would pay the price in a New York minute to support them. Bottom line, merchandise not only promotes your brand and your consumers’ loyalty, but it’s becoming one of the most vital ways to produce revenue.


And If you’re dying to know which concert I attended, Take It Easy One of These Nights at Hotel California, and you will have your answer! ;)


Jessi Shadden