Do you lust after super cool sunglasses? Reach for yogurt when you need an energy or mental boost? Consider C4 an appropriate response to too much junk mail? If you answered yes, you’re most likely a Burn Notice fan. If those questions meant nothing to you, Burn Notice “combines intense action/thriller elements with surprising humor to create an iconic new breed of spy.” It’s one of the most popular shows on cable and they do a great job of marketing through social media channels.
Today there was some discussion about official Burn Notice merchandise being available, including the following tweet from @BurnNotice_USA: Ideas for BURN NOTICE merch should be tweeted to the lovely folks at @nbcstore. It’s been fascinating to watch fans request the items they’d be willing to spend money on. I’d characterize the responses as follows:
1. Identity gear: Items in this category are useful and let Joe Fan show off his obsession to the world. He declares his identity with the show by wearing his t-shirt, drinking from his mug and carrying his messenger bag. These are common products for a good reason, they work, people use them and people enjoy identifying with something they’re a fan of and will pay to show it off to the world.
2. Collectibles and display items: there were common items suggested that fall into this category like posters…but also several more unusual items like bobble heads and action figures.
3. Iconic/Storytelling items: Yogurt (and it’s accompanying item, a spoon), beer, and Mike Westin’s sunglasses are all items that have a prominent role in the show and were requested by fans.
I think the powers that be would be very wise to select a range of this product mix. If I were in on that meeting, I’d recommend a set of posters, one more expensive collectible item , 75% of the remaining budget in general identity gear and the other 25% in storytelling products.
The third category is what really intrigues me. I’ve been writing this month about effective business storytelling and this show has created a couple of iconic items that are a shortcut to its characters and consequently its story. Michael eats yogurt and wears way cool sunglasses. Sam drinks beer and Fi…well, Fi looks good and blows stuff up. I’m not sure there’s a profitable market for promotional C4, but they could easily create an item for her that would be salable after another season (and they should!).
Some takeaways from this social media and merchandising story for you:
As you’re thinking about your brand’s (your company’s, your product’s, your event’s) story…consider intentionally crafting it to include elements that can be turned into merchandise hooks. What characterization of your product, company or brand can you include in your business storytelling that people (either employees or fans) can identify with and adopt that’s an iconic representation of your story as yogurt has become for Michael Westin? Even if you have no intention of doing any merchandising, why rule out the possibility? If you can build the concepts into the story early on, it will leave your options open (and the groundwork will already be done) should you decide to reinforce your story by merchandising later.
If you’re considering merchandise, listen to how these fans have spoken today: identification, collectible and iconic/storytelling items. Plan for a mixture in your merchandising program.
I have to confess to being a fan of the show…and hopelessly behind (but completely covered by DVR) on this season’s episodes. Since I’ve been writing about it this afternoon, I’m thinking a workout and Burn Notice Marathon is on the schedule tonight!
P.S. As a bonus… “Best of” Tweets
Request that made me laugh the most from @irregularcog: @nbcstore also some Sam boxers, like quotes or stylish pics. Everyone wants some Bruce Campbell on their lower parts
Request with best specifics (and a darn good idea) from @ostuna @nbcstore Why not hip, tight modern t-shirts with quotes from Burn Notice. Like Duct tape makes you smart.
