A Wholesale Checklist to Becoming Retail Ready

Time and time again, people’s dreams of launching a product line come to life – therefore jumpstarting a million steps towards landing on retail shelves. Many wholesalers – whether designers themselves or vendors sourcing their product - miss vital steps along the way that create barriers for their brand to effectively position themselves at retail. Others take each careful step with consideration as to how it will lead them to the next. All steps have one goal in mind, however - gaining customers from retail sales.

To help prepare you for your own steps towards retail, consider the questions below.

1. At what pace (turn around time) can you support orders placed? Do you have shipping plans prepared for bulk deliveries and multiple deliveries, or are you paying traditional mark up for shipping? If you are paying traditional mark up, you are losing money.

2. Speaking of shipping, what are your packaging plans for this? Do you have boxes and all the packaging goods you will need to safely and securely ship your goods? Retailers don’t want broken pieces or loose garments arriving to their stores.

3. Of course, before you ship you need to gain sales. What is your sales strategy for reaching out to retailers? Door to door only goes so far. Trade shows, social media, sales reps… there are so many ways to go about this.

4. Do you have a Buyer’s Packet prepared to support retailers?  This is a must. Pitching to retailers without effective marketing / selling tools make you look unprepared to be retail ready.

5. Are you prepared for the time it takes to create sales? If you aren’t good at sales, what is your back up? Remember – good work costs money. Experienced support cost more.

While there are many more steps involved in reaching the retail market, the above checklist will help get you on track with the right steps you need to take. And if you happen to be in the middle of your path and not sure how to get on the right track, take time to review and analyze. It’s okay to step backwards if you trust it will get you moving in the right direction.

Need more support? Retail Minded is available for one on one phone consultations to help support your unique business. Additionally, we offer Buyers Packet creations at affordable prices to help position you to reach out to retailers. Learn more by emailing Retail Minded’s Nicole Reyhle at nicole@retailminded.com.

Merchandising Your Vendor Table

If  you are a vendor of any sort – whether a crafter, wholesaler, designer or manufacturer – there will be a time when you need to set up a table and reach out to an audience. From trade shows to expos to local craft fairs and so much more, a little table can go a long way when merchandised effectively.

Some key things to consider when highlighting your product and business services include not just the table, but the space around it. To plan for this, find out in advance what your vendor “booth” area will consist of.

Dividers

Will you have a divider of any sort between you and the next vendor? If so, does this divider allow for merchandising opportunities, such as posters, banners or shelves? Leaving these bare won’t allow you to maximize your space and ultimately, you business. You could put press clips or enlarged photos of your product on these dividers, as well.

Tables

How big is the table you will be provided? Is there more than one available? If so, you could make a U-shape out of three tables and maximize your allocated space. Or work with two to add more opportunity for product exposure than just one would allow. Make sure you have table clothes to cover your tables to add more visual appeal. Fabric cut to size works great for this, as well.

Height

Are you tall? Short? We are all different and view things differently, so cater to every eye level. This also creates visual appeal that will lead any one’s eye directions up or down – allowing for them to see more than just a flat showcase of product. Use cake stands, pedestals, boxes and other height altering pieces to add depth and level to your display. Use your table clothes to cover these so they seem seamless with your overall display. Be creative here – the opportunities are endless.

Floor

Want to add some color to your display? Add a throw rug! This is a great way to add some fun with color and design while also identifying your vendor space from the rest. It’s likely you will be among the only tables to have thought to add some visual appeal to the ground – so expect more foot traffic as a result since it will make you stand out!

Color

Does your vendor table blend in or stand out? Be bold in your color choices in an effort to “pop” from the rest. You can still be sophisticated, sassy or whatever your style is while using color. Whether tan or pink, if you stay consistent and use color effectively, it will make a difference in your overall vendor table appeal.

Finally, think outside the box as to how your unique business can maximize a vendor table space. Remember to showcase your product first and foremost, but also make your table enticing enough so people want to approach it. Keep it clean and easy to understand so that “shopping” your table isn’t a challenge. And take notes so that next time, you can do it even better!

Have ideas on how you have created a great vendor table space? Let us know!

Tips For Trade Show Booth Displays

Whether it’s your first trade or your tenth, a national show or a regional one, there are many things to do to prepare for your show. Among the long list of tasks to get ready is to prepare for your booth display. A few helpful tips include the following:

1. Find out your booth space size and if you will be provided a table and chairs. Then decide if you want to use the tablecloth provided by the show, or if you would prefer to bring your own to complement your brand, color scheme and merchandising plans. Some shows don’t have tablecloths at all, so make sure you have one in this scenario, as well. Your table is essentially your “store”, so make sure to take the time to prepare for how you will layer it in your merchandising plans, beginning with the tablecloth. If you need additional chairs ordered based on what they provide, do this in advance, as well.

2. Arrange the display on your table top in levels so that there is depth to your merchandising. The depth will bring attention to your booth and allow for a more creative, more visually appealing display to draw in customers. You can use simple cardboard boxes to add height, but make sure to use fabric or tablecloths to disguise the boxes. Consider using jewelry stands, cake stands and other items that add height and width to your display to help showcase the items in your displays. You don’t have to spend a lot of money here to be effective. In addition, make sure to display the larger items in the back and the smaller items up front so that nothing is missed within the display.

3. Use a power point presentation or other computer aided presentation to help support your product and brand. Make sure there is an electrical outlet close enough to your booth, though, before counting on this. You may also want to bring an extension cord just in case. Don’t lean on this as your only source of excitement for your booth, though. Some people respond to this type of presentation more than others… The catch is you want to reach out to everyone.

4. If your budget allows and the trade show allows it, as well, provide giveaways for the show attendees. Whether you are giving away a pen with your brand details on it or a product sample, most people will love the “free” appeal. The better the giveaway, the better the response, of course. Attendees of trade shows are quick to tell their friends what booths are worth checking out, and sometimes it simply takes a great giveaway to draw a crowd. You can turn them on to your product from there.

5. Have visitors to your booth provide you with their contact information through a raffle. You gain their contact information for follow up opportunities while they gain the chance to win something great. That’s the catch, though… You want to make sure the raffle is worth signing up for. Make your raffle exciting so that attendees will get excited about their chance to win!

6. If the trade show you are attending is for more than one day, it’s a good idea to have more than just yourself in attendance.This will allow much needed assistance in manning the booth for bathroom breaks, lunch breaks and the maintenance of taking care of the display and dealing with attendees over the course of the show. While it’s common for other trade show booth attendees to help each other the best they can, you can’t count on your booth neighbor to be the friendly attendee you may be.

7. Have take away details about your product available. If you are selling to buyers of retail stores, have professional Buyer’s Packets available for them to take away from your booth so that they can review the details later. You should make sure your cost details (wholesale and retail) are available per item, color choices are clear, order details are easy to understand and all other terms you have set up specific to your business are included in these take away details. And of course, make sure your contact details are accessible.

8. If you have wall space available, use it. Don’t waste any space that you may have! Use this to identify any press you may have received, highlight your must have products in a larger scale, display your marketing campaign or  more. Be creative. Just don’t waste the space by leaving it empty.

9. Use lighting to help maximize your booth space. If you have tabletop lighting that can spotlight your key products, brand or image, you will be more effective in communicating your message. Floor lamps can also add depth to your table when used effectively. Make sure you have access to an electrical outlet and it’s always a good idea to have an extension cord packed just in case.

10. Smile, be friendly and say hello to everyone. You never know who may be your next customer. And as for reputations… depending on your retail sector, everyone somehow seems to know everyone at one point or another, so you never want to give a bad impression.

Finally – have fun! To make this happen, it helps to plan in advance. So be prepared and check with your trade show organizing team well before you arrive to avoid surprises, secure your booth space and get any questions you may have answered.

Planning Your Trade Show Participation As A Vendor

You did your research, you paid your bill and you are on your way to attending a trade show. Making sure that you maximize your time at the trade show is critical to your success - or failure – as a trade show vendor. To help make sure your time is well spent, consider the below points.

1. Plan a budget that includes the cost of partipation, marketing, travel, lodging, entertainment, samples, display booth and promotional products. Any other expenses that are specific to your show attendance should be considered, as well.

2. Set goals that include returning your investment, meeting new business partners, gaining new accounts and reaching out to the press. Remember that trade shows offer more than just an opportunity to showcase your product but also offer the opportunity for you to meet new people, leverage business deals, gain insight on your competition, learn about new technologies for your business and so much more. Set goals that will cater to all of these areas that interest you.

3. Determine what display you will use that will highlight your product effectively while also staying within your budget. Make sure you give yourself enough time to get this display ordered / ready / and shipped accordingly. Remember to including lighting, fixtures, banners and all other displays needs in your planning.

4. Select giveaways that complement your company brand and product. Remember to always include your contact information on the giveaway so that retailers, the press and more will remember you when they use that giveaway. That said, try to select a giveaway they will actually use and not toss once they return to their hotel room or back home.

5. Make sure the people attending the show for your company are well informed of your business direction, communication standards and company objectives. They should be passionate about what you are selling and capable of communicating to anybody under pressure since trade shows can get busy and hectic.

6. Have your product information printed and ready to go. People may just want some information about your company without stopping for long to take a peak at your product. Have a well organized packet of information available that includes product details (cost, colors, sizing, order details, case packs, special details), company details and contact details. Including crisp, attention grabbing photos is essential, as well.

7. Be aware and aggressive of your marketing outreach. Each trade show offers different support and different marketing plans for their attending vendors. Make sure you follow up so that you meet any deadlines necessary for directory listings, floor plan placements and any other details that will impact your success from attending the show. In addition, don’t forget to market your own attendance with active clients (it doesn’t hurt to schedule appointments in advance if they are willing) as well as clients you would love to see while at the show. Be aggressive in your outreach through phone calls, mailers, email blasts, Twitter updates and more so that no one forgets you will be there.

Finally, relax. Easier said than done, however if you go into the show too tense and too nervous, this will be visible to potential clients. The more shows you do, the more experience and confidence you will gain. And as  a vendor with big dreams, this is only the beginning!