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WINNING at MERCHANDISING 2013 National Bicycle Tourism Conference.

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Presentation on theme: "WINNING at MERCHANDISING 2013 National Bicycle Tourism Conference."— Presentation transcript:

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 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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