Items tagged “National Chains”

Several years ago, I attended a retail association’s meeting prior to the start of a national trade show. The leaders had gotten the names of every first-time exhibitor at the event. Each buyer picked one name out of a hat. They were asked to go to that exhibitor first thing and thank them for attending the show. The idea that retailers thanked a manufacturer for supporting a trade show struck me as a practice that truly recognizes the time, money and effort that manufacturers expend when they participate in a trade show.

Too bad there’s not a GPS system that gives you easy directions on exactly where to advertise to reach your buyers. Or is there? Like in the old days when you had to pull over and ask someone for directions, just ask any children’s retailer! “What trade source do you read or use?.” Ask buyers at shows and make some random calls. Ask your reps and suppliers. Search the Internet. Their first answer is a good indication of where you should put your advertising dollars. Take their direction and get more mileage out of your budget!

At a trade show for Spring 2009 collecttions several months ago, I overheard two buyers complain, “I did not buy enough in March ‘08 and I could have sold more this Fall!” Last year, these retailers were among the many that were worried about the economy, mainly as it related to fuel prices. Things seemed uncertain and buyers started to become more cautious. A few months later, we had more than ever to worry about! Some retailers ended up not having enough product on their shelves so they actually lost business. We are in the peak of buying season for Fall 2009 product.