Some of us may start by visiting store to store or what we call road sales. It’s a great way to meet the store owners in person and get personal attention.
Sometimes, store owners are welcoming and sometimes not. You have to also understand, they get a gazillion emails, phone calls and mailers every day. So if they do not jump up and welcome you with a big hug, it’s for a reason. Or at least try to think of the logical reasons first before jumping into the “oh all the stores are so nasty” comment.
Second route is a tradeshow. A tradeshow is set up just for that purpose. Makers show off their goods, buyers buy. Press people come to check out new goods to feature and trade show organizers make money by packing the venue. It is as simple as that. We as a company decided to bypass the first route and go straight into the tradeshow route.
After you do your road sales and trade shows what other options do you have? Plenty. You can have a more intimate “trunk show.” You can even double up with another maker/ designer. This can add some variety, choices, and cocktails for your busy buyers. When two designers combine their mailing lists, the result is more press, more buyers and more sales. This is of course theoretically speaking. It only works if both designers have equal amount of fan base and are at the same level. If not you will see little benefit from the joint venture. Also the more designers you have included in your trunk show, the individual cost goes down. But be sure not to get your own brand lost in a see of names. You must find that happy medium of saving money while still attracting buyers to the event.
Another idea is to look at magazines. This is after you’ve gotten into all the stores you want to get into and you are seeking the “new and hip” stores. Lucky Magazine, Domino and In Style all have great nationwide listings. They usually feature editorials on the owners as well, so it’s a great way to get to know their style and taste.
And of course blogs. We know for a FACT that blogs work for both the buyers as well as the designers/makers. Many buyers have contacted us in the past simply because we were mentioned or featured in a blog. We have found new retailers, specifically international leads from being featured in a blog.
So what do you do after you’ve compiled your list? You go all out, non-stop to make the cold calling, mail out your linesheets, eblasts, and email like crazy to show off your beautiful designs. PROMOTE, SELL, MARKET!
