Presentation on theme: "WINNING at MERCHANDISING 2013 National Bicycle Tourism Conference."— Presentation transcript:
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 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
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
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
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.
BRANDING & LICENSING BASICS Build your own unique brand, use an expert. Avoid copying others Trademark infringement. Trade dress