Fire Sale...Everything must go!

I had an experience with one of my clients who was playing a drive gig (not quite local but not too far away). It was billed as a CD release party and was with one of our more important promoters (they're all important but this promoter has always been good to us and our clients). I was originally unable to attend the show for personal reasons. Let me just say, that it is always important for a manger to try to make it out to local shows if possible. The main reasons being that you can continue to see your artist perform and see where, or if, he/she needs any improvement and where they may be doing great. It's also important to shmooze the promoters and it also makes your artist feel good. However, I digress...back to the topic (I swear I'm getting there!). So at about 6pm, 2 hours before showtime, I get a call from the artist in a panic because he didn't bring enough CD's. He only brought one box...to a CD release party!!!
His reasoning, he just didn't think he would sell more at a 300 seat auditorium. Right or wrong, he violated the first rule of merchandise...Always bring too much. ESPECIALLY on a drive gig. If you can toss it in your car it's there if you need it. When it comes to merchandise (CD's, T-shirts, mugs, key chains, etc.) It's important to keep in mind that this is where you can make good money...it's especially important when the gig only pays a minimum and you need to break even. Something else to keep in mind is that selling merchandise is selling merchandise. you don't like it when you go into a Walmart and they are charging too much for their products so be careful not to price your merch too high. Also, reward your customers. Give them incentives. I personally subscribe to the idea that instead of marking up your CD at shows to the typical $15-$20 that you should offer better than retail deals. Sell it cheaper and offer deals for 2 or more. For example, sell your CD for $12, or 2 for $20, or 3 for $27. Maybe it's buy a CD get half off the shirt or a free keychain. Make the buyer feel like they got a good deal. If they like you, like your show and walk away satisfied, they'll spread the word and they'll be back. Remember...it's all about getting fans and building brands. So sell, sell, sell! Everything must go!

P.S. I ended up breaking into his house to get more CD's and drove them out to the gig in time for the show and for selling. It all worked out for the best. We sold many more than originally thought, I hung with the promoter, the artist was thankful and happy and we all lived happily ever after. Now that's dedication for ya!