Presenting Two Solid Tactics for Successfully
Marketing Your Logoed Merchandise

   We’ve all done it. We’ve gone somewhere for vacation or a business trip, went out to eat or drink and walked out with more than just a full belly or a little buzz. We’ve walked out with a T-shirt slung over our shoulder or a shot glass in our pocket. For the hospitality industry, souvenir merchandise is big business. In some cases, the profit from the sale of glassware and apparel is larger than food profit.
   So, with all that money on the table, why are you not taking full advantage of those extra profits at your venue?


First, Have a Marketing Plan
   There’s a big difference between buying logoed merchandise to sell and having a successful plan to sell it. You could have gone out and bought the coolest glass that light ups and has your name on it, but, if your guests don’t know you have it, and your staff doesn’t know how to sell it, you are destined for failure. Before you even take delivery of your new merchandise you should have a game plan and marketing tools.
   For example, if you’re planning on selling signature or house specialty drinks in a souvenir glass, you should start with these key steps:

1. Develop a list of four or five drinks that automatically and exclusively are served in your souvenir glass. This makes both the drink and the glass special. It should be served at one price that includes the drink and the glass. Adding on an extra charge for the glass will reduce your sales greatly because the “package price” has a higher perceived value to your patrons and makes their choice simple and the sale easier for your staff.
   
   
2. Create marketing tools such as table tents, posters and drink menus that show a nice picture of the glass with a drink in it. Also, the marketing tools should not only list the names of the drinks but also the ingredients.
   
   
3. Have the items you are selling on display.  Having just one glass out is not a display; it’s a decoration. A display of several of each item is best to show your customers that they are indeed for sale.

Secondly, Train Staff and Develop Incentives
   Whether it’s T-shirts or drinks, your staff needs to have the confidence to sell the products to your patrons. You should start by having a staff meeting where everyone gets to see the product and discuss the options.
For example, with a souvenir drink, you can explain the drink options and that buying this drink is a deal for  customers because they get a great drink and great souvenir at the same time.
   If there’s no button to push on the register to ring up the sale your servers are less likely to encourage the souvenir merchandise. Make sure your registers are programmed and/or have a plan for accounting for the sale. Then, at a staff meeting, tell the servers how each sale should be rung up. Also, make sure everyone knows where the merchandise is stored and who is responsible for replenishing stock.                  

NCB