Behind The Print: with Emily Kirsch, Owner of Sway Influencer Management
Welcome to the latest episode of Behind The Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode, I sit down with Emily Kirsch, founder and owner of Sway Influencer Management, to explore her journey in helping influencers transform their brands through merchandise and innovative marketing. Our mission is to provide you with inspiring, actionable resources that elevate your business projects and accelerate your journey to excellence in profit and print.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached at the end of this post.
6-minute read
“At Sway Influencer Management, we work primarily with influencers, especially comedians, who want to sell merchandise online. Many of them have large audiences but lack the time or expertise to manage their own online stores. We offer a full-service merchandise solution, including discussing product ideas, creating designs, setting up online stores, and handling everything from fulfillment to customer service and tax compliance.” -Emily Kirsch, founder and owner of Sway Influencer Management
Transcript from Behind the Print with Emily Kirsch
Zoe Fisher: Welcome back to Behind the Print, the podcast where we feature industry leaders and uncover the creative minds and businesses behind the world of professional printing. Our mission is to provide you with inspiring, actionable resources that elevate your business projects, accelerate your journey, and excel your profit and print.
Today, we have an incredible guest with us: Emily Kirsch, founder and owner of Sway Influencer Management. Emily, welcome to the show!
Emily Kirsch: Thank you for having me, Zoe! I’m excited to be here.
Zoe Fisher: We’re thrilled to have you! Let’s start with an introduction to your work. Emily, who does Sway Influencer Management serve?
Emily Kirsch: At Sway Influencer Management, we work primarily with influencers, especially comedians, who want to sell merchandise online. Many of them have large audiences but lack the time or expertise to manage their own online stores. We offer a full-service merchandise solution, including discussing product ideas, creating designs, setting up online stores, and handling everything from fulfillment to customer service and tax compliance. Essentially, we take care of all the behind-the-scenes tasks so they can focus on connecting with their fans.
Zoe Fisher: That sounds amazing! You must make a significant impact on their ability to grow their brands.
Emily Kirsch: Absolutely. Our goal is to create a low barrier to entry for them. For example, we offer two main options: fully dedicated online stores or inclusion in The Comedy Outlet, a site that showcases multiple comedians’ merch. The latter is great for those just starting, as there’s no upfront cost or risk involved.
Zoe Fisher: How do you determine the right marketing techniques or products for your clients?
Emily Kirsch: It starts with understanding their audience. Many of our clients ask their fans directly about what they’d like to see. Lifestyle and relatability play a big role. For instance, one comedian’s audience loves our custom muumuus and calendars—products that align perfectly with their vibe.
Zoe Fisher: Speaking of calendars, I understand you’ve been working with PrintingCenterUSA on those for years. How’s that going?
Emily Kirsch: It’s been fantastic! Calendars are one of our best-selling products. We’ve been creating them for about seven years, and working with PrintingCenterUSA has made the process so much smoother. The pricing and quality have been excellent, and our clients’ fans absolutely love them.
“We’ve been creating [calendars] for about seven years, and working with PrintingCenterUSA has made the process so much smoother. The pricing and quality have been excellent, and our clients’ fans absolutely love them.” -Emily Kirsch, founder and owner of Sway Influencer Management
Zoe Fisher: That’s wonderful to hear! What drives your ability to connect and collaborate with so many influencers?
Emily Kirsch: It’s been entirely through word-of-mouth referrals. My very first client is still one of my top sellers, and she has referred many others to me. Trust is crucial in this industry, and those personal recommendations make all the difference.
Zoe Fisher: Trust definitely plays a huge role. Do you think it helps you stand out from others in your field?
Emily Kirsch: Without a doubt. When influencers know they can trust someone to handle their brand with care and deliver on promises, it makes a big difference. Their reputation is on the line, so we ensure everything we do aligns with their values and expectations.
Zoe Fisher: With social media constantly evolving, how do you think it has changed the role of talent management and graphic design?
Emily Kirsch: It’s changed a lot, especially with advancements in AI. While some of the innovations are exciting, many people are craving authenticity. Audiences want to connect with real people, and that’s why many of our clients thrive—they bring their genuine selves to the table.
Zoe Fisher: Authenticity is definitely key. How do your clients balance planned content with improvisation?
Emily Kirsch: It’s about finding a happy medium. Some clients plan segments while leaving space for spontaneity, especially during live events or social media interactions. This approach keeps their content engaging and relatable.
Zoe Fisher: That’s a great strategy. What common mistakes do you see businesses or influencers make in their marketing?
Emily Kirsch: The biggest mistake is copying what others are doing instead of finding their own voice. It’s essential to stay authentic and stand out in a way that aligns with your brand.
Zoe Fisher: Great advice! Looking ahead, what challenges are you currently facing?
Emily Kirsch: One challenge is identifying which influencers will succeed with merchandise. Sometimes, even those with huge followings struggle to convert that into sales. It’s a learning process, but we always aim to provide the best support possible.
“The biggest mistake is copying what others are doing instead of finding their own voice. It’s essential to stay authentic and stand out in a way that aligns with your brand.” -Emily Kirsch, founder and owner of Sway Influencer Management
Zoe Fisher: That sounds like a thoughtful approach. So, if you had a completely free day outside of work, how would you spend it?
Emily Kirsch: Honestly, I’d probably take a nap! With Black Friday planning, things have been hectic. But I’ve also been wanting to take a masterclass on AI to explore how it could optimize my business.
Zoe Fisher: That’s a fantastic idea! Lastly, how can our listeners get in touch with you?
Emily Kirsch: You can email me at emily@swayim.com or visit my website at swayim.com. It’s still under construction, but email is the best way to reach me.
Zoe Fisher: Thank you so much for joining us, Emily. It’s been wonderful hearing about your journey and insights.
Emily Kirsch: Thank you, Zoe! I’ve enjoyed our conversation.
Fun Fact: Did you know that calendars are one of the most popular custom products for influencers? With the right design and printing partner, they can become a fan favorite!
Zoe Fisher: That’s a wrap on another episode of Behind the Print. If you’ve enjoyed today’s show, don’t forget to grab a sample pack from PrintingCenterUSA.com for your next print project. Until next time, keep those creative sparks flying, and remember, there’s always more to discover Behind the Print.
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From custom calendars to unique print merchandise, products come in all shapes and sizes with endless possibilities. For Emily, PrintingCenterUSA has been a trusted partner, helping her create high-quality calendars that resonate with her clients’ fans year after year. These calendars have become a cornerstone of her business, showcasing her dedication to delivering products that truly connect. Order your calendar, book, or magazine today and bring your creative vision to life!
