PLAYBOOKS

Dropping Limited Merchandise For Your Superfans

Use
case

An artist creates exclusive merchandise available only to Fan Pass holders, offering special colourways or designs, early access, automatic entry into draws for ultra-limited items, and bundled discounts.

Value Proposition

Fans gain access to unique merchandise that reflects their status as loyal supporters, enhancing their emotional connection with the artist.

Strategies

1. Exclusive Merchandise Design

Special Colourways:

  • Offer unique colour schemes not available to the general public.
  • Collaborate with artists or designers to create exclusive designs.

Limited Editions:

  • Produce limited quantities to maintain exclusivity.

2. Early Access and Priority

48-Hour Early Access:

  • Allow Fan Pass holders to purchase merchandise 48 hours before general release.
  • Ensure early access is clearly communicated through email and social media.

Priority Access:

  • Offer priority access to ultra-limited items or special bundles.

3. Ultra-Limited Item Draws

Automatic Entry:

  • Automatically enter Fan Pass holders into draws for ultra-limited items.
  • Ensure transparency in the draw process and winner announcements.

Exclusive Items:

  • Offer one-of-a-kind items or extremely limited editions as draw prizes.

4. Bundled Discounts

Complementary Items:

  • Offer discounts on complementary items when purchased together.
  • Create bundles that include exclusive merchandise and other perks.

Tiered Discounts:

  • Provide tiered discounts based on the number of items purchased.

5. Promotion and Engagement

Pre-Drop Hype:

  • Tease exclusive merchandise on social media before the drop.
  • Share behind-the-scenes content of design and production.

Post-Drop Engagement:

  • Encourage fans to share photos of their merchandise on social media.
  • Host giveaways or contests for fans who share their experiences.

Results

Through these strategies, fans can proudly display their dedication to artists and build a sense of FOMO through exclusive merchandise that others can’t get. The thrill of owning limited-edition pieces creates a special connection to the artist, while surprise draws and giveaways add an element of excitement that keeps fans eagerly engaged with new releases.