| Jul. 16 2008 at 12:34 PM |
|
|
Hello,
I'm new in the business world, and opened a sleepwear wholesaling business about six months ago. Although business is not that bad, it's definitely not very good. I have trouble finding retailers stocking up my pajamas and nightgowns. I've tried advertising in the local paper, distributing flyers in the mail, and the traditional method of knocking on retailers' doors and representing my products. What other things can I do to get more retailers' attention? Would sending out advertising mail to businesses farther away from the city core (like smaller cities and towns) work? Any advice would be great!! Thank you!!
|
| Jul. 16 2008 at 7:20 PM |
|
|
I'm no expert on retailing for sure, but in general what I've seen working with small retail clients is that specialization and niche targeting work better for them than generalization due to competition from the Wal-Marts and Targets of the world. If you can help them in their specialized niches, I'd think you'd have a good shot going for the "long tail" in a wider geographic region.
—paula
• Rabbit Mountain, LLC, print and digital communications
• NEW! The Sustainable • Local Centre County Shopper's Guide
|
| Jul. 17 2008 at 5:21 PM |
|
|
Going along with Paula's comment, I'm thinking that you'd likely do
better with boutiques and niche-type retailers. From the way you've
written your post, it sounds as if you're sort of speaking with all
types of retailers, including larger stores. They'd likely be working
with buyers out of a corporate center.
Do you have a particular niche? What's the unique selling aspect of your sleepwear?
Craig Landes
---
Defining the undefinable. "There are 10 kinds of people in the world---those who understand binary numbers and those who don't." - Unknown
---
Success = Passion, Patience, Persistence!
|
| Jul. 17 2008 at 6:31 PM |
|
|
|
You need to identify who your target market of clients would be. You can do that by looking at current clients and why they buy. Find similar merchandise and determine which stores carry it. Which stores sell the most of this type of merchandise? Find out how those companies sell their product by acting as a potential store buyer. Do they have reps? Are they at trade shows, and which ones. Typically buyers, even at small retail locations go to national shows to do their buying. In my experience it is very unusual for them to buy outside of those shows unless it is a unique item with a proven sales record.
Depending on who is buying your product (specific ages or style), and what differentiates you from your competitors this will assist you in making a marketing plan. Your plan should have a budget of how much you can spend, what you initially think you should spend it on, and a way of assessing the results. Emailing is inexpensive and photos of a model wearing your pajamas can be sent with a link to your website. Printed materials are expensive and rarely get peoples attention. Draw your clients to you through a unique "campaign" where there is a combination of messages that feature your products. Donate some of the pajamas to charity and have a local paper do an article. Get the charity to do a press release about the event. Let them sell them (they only pay for what they sell) at a charity event. Send cards with cut-outs of pajama tops and bottoms in your fabric, to the owners of the stores you have identified as your market. You can usually find out who they are by doing a search on the store online.
Are you selling them yourself online? Stores don't like other competition locally or on the internet if they are going to carry a product. They like some exclusivity if possible.
These are just some ideas that may help. Good luck.
Alicia
lucky1
|
| Jul. 17 2008 at 8:49 PM |
|
|
Hey there, Alicia :-)
You've got a really great point, and I think one that hasn't been brought out all that much in the community so far. Everyone talks about a business plan, and we have many such topics.
But not so many people sit down and work through a Marketing plan. This might be a good topic, all on its own, about what goes into such a plan, when should it be formed, and is there some sort of outline or steps involved. Just a thought.... :-)
Craig Landes
---
Defining the undefinable. "There are 10 kinds of people in the world---those who understand binary numbers and those who don't." - Unknown
---
Success = Passion, Patience, Persistence!
|
| Jul. 18 2008 at 12:49 PM |
|
|
|
Hi Craig,
Thanks for your vote of confidence. I happen to be a sales and marketing consultant. The plan is very specific to each client as their needs are different depending on several things:
1. product or service
2. available capital
3. goals (service, sales, revenue, growth, personal)
4. size of company
5. experience of people involved
6. competition
7. market
There may be others too, but these are the ones, in my opinion that have the most impact.
Regards,
Alicia
lucky1
|
| Jul. 18 2008 at 3:27 PM |
|
|
Hmm....quite different from a Business Plan.
Craig Landes
---
Defining the undefinable. "There are 10 kinds of people in the world---those who understand binary numbers and those who don't." - Unknown
---
Success = Passion, Patience, Persistence!
|
|
|