The music events industry is uses different ways to create income other than the cost of the tickets. The most popular way of doing this is by selling event merchandise. Think of a time when you went to an event…What did you buy?
‘The purpose of merchandising is to generate an interest for the product in the consumer, to sustain that interest and to eventually sell the product based on that interest’ (Caldon, 2008). For these type of events customers are likely to buy a sentimental product such as a T-shirt or Album meaning the products will remind customers of the event.
· Katy Perry has an online store. This is easily accessed from her website www.katyperry.com. Fans can purchase a range of Katy Perry “California girls tour” products. Not only that but at her show (oh the 17th) products were available before and after the show.
· The Brits has an online site is linked with I-tunes and some retail shops such as HMV.
Below is a picture of a friend , who was lucky enough to buy tickets before they sold out.
Below is a picture of a friend , who was lucky enough to buy tickets before they sold out.
Merchandise can increase both of the events marketing objective for instance the Katy Perry T shirt attracts attention from other people, on the back of the T-shirt it lists her tour dates therefore people who haven’t brought tickets may be interested. The Brit has an online store where you’re connected to I-tunes where you can buy all Brit winners singles and albums. Also in HMV the day after the Brits in store displays were used. This not only encourages point of sale purchases but buyers will link the album to The Brits therefore awareness is increased.
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