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WINNING at MERCHANDISING

WINNING at MERCHANDISING. 2013 National Bicycle Tourism Conference. PERSPECTIVES & OBJECTIVES. Topics Basics Merchandising and sales Buying Marketing and branding Branding & Licensing Questions. BUYING 101 Terminology and basics. Wholesale: Cost to the buyer

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WINNING at MERCHANDISING

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  1. WINNING at MERCHANDISING 2013 National Bicycle Tourism Conference

  2. PERSPECTIVES & OBJECTIVES Topics • Basics • Merchandising and sales • Buying • Marketing and branding • Branding & Licensing • Questions

  3. BUYING 101 Terminology and basics • Wholesale: Cost to the buyer • Retail: Price to the consumer • Hidden costs to consider • Screen charges, art charges, set-up fees… • “Per cap”: Per capital income. • Production and “lead” times

  4. BE SMART… BUY SMART. Don’t chase unicorns and rainbows! Poor planning = Poor Products= Poor Sales • When to buy? • Where to buy? • Reps. Direct. Tradeshows. • What to buy? • Product mix that makes sense for your business • Quantities that are realistic and not some “blue-sky fantasy” • Are you going to climb to the top or race to the bottom? • Design selection. Traditional versus event specific

  5. MERCHANDISING & MORE • Location, location, location… • Trailers, tents, tables, and buildings • Don’t burn bridges, work towards long-term relationships. • Presentation is everything • Grid walls vs. tables, hanging vs. folding etc. • Customer Service

  6. MARKETING“It’s all about the tootsie roll.” • Who are you? What is your identity? • Engage your constituency. Nurture relationships. Build the business one brick at a time. • Social media • Participant guides • Online store fronts • Build an e-mail distribution list.

  7. BRANDING & LICENSING BASICS • Build your own unique brand, use an expert. • Avoid copying others • Trademark infringement. • Trade dress

  8. TRADE DRESS

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