Retailers Forum April 2020 EMAG
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Retailers Forum April 2020 EMAG

Free monthly magazine for independent retailers, online stores and ecommerce sellers. Here you will find wholesale merchandise sources as well as great information and articles on how to start or expand your business. Published monthly since 1981. Visit our full site at: www.RetailersForum.com for 1000's of free articles.

Free monthly magazine for independent retailers, online stores and ecommerce sellers. Here you will find wholesale merchandise sources as well as great information and articles on how to start or expand your business. Published monthly since 1981. Visit our full site at: www.RetailersForum.com for 1000's of free articles.

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etailers<br />

VOL. 39 NO. 11<br />

APRIL <strong>2020</strong><br />

Spring Sales<br />

Season Begins<br />

Connecting Wholesalers and <strong>Retailers</strong> Since 1981

CoolG owing.com<br />

LED Light Saber Sword<br />

Pink (2-Mode)<br />

$<br />

2.99<br />

LED Heart<br />

Wand<br />

$<br />

21.95<br />

Economy Glow Necklace<br />

Blue - 50-Pack<br />

$<br />

16.95<br />

Flashing Party Hat<br />

Red - 6 pk<br />

$<br />

14.95<br />

Accents Mini LED<br />

String Lights<br />

$<br />

7.99<br />

Glow in<br />

the Dark<br />

Frisbee<br />

$<br />

1.99<br />

Cool Glow Bottle Collars<br />

50 pk Yellow<br />

$<br />

27.95<br />

LED Atomic Glow<br />

Shot Glass<br />

$<br />

2.59<br />

Light Up 14 Red LED<br />

Tray<br />

$<br />

21.95<br />

Cool Glow Mugs<br />

Pink (30 per Pack!)<br />

$<br />

52.95<br />

4” Glow Sticks<br />

(50-Pack)<br />

$<br />

24.00<br />

White LED Diamond<br />

Bling Rings<br />

Assorted Shapes (24-Pack)<br />

$<br />

26.40<br />

8” Premium Glow Bracelets<br />

Yellow - 100 Pack<br />

$<br />

15.99<br />

YOUR SOURCE FOR ALL GLOW PRODUCTS<br />

PARTY SUPPLIES • APPAREL • NOVELTIES • JEWELRY • BANNERS • HOLIDAYS<br />

IF IT GLOWS...WE HAVE IT!<br />

www.CoolGlowing.com<br />

PAGE 2 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

Glow Star Shaped Glasses<br />

Orange - 12 pk<br />

$<br />

9.95<br />

LED Fiber Optic Gift Bow<br />

6 Pack<br />

(Blue, Gold, Silver, Red, White, Green)<br />

$<br />

10.99

SELLERS:<br />

Get more customers and<br />

sales without any tech<br />

effort or marketing.<br />

Zero Fraud, all sales<br />

100% protected.<br />

List your products FREE.<br />

...and much more. Visit website and signup today.<br />

BUYERS:<br />

Buy at Wholesale Prices<br />

online.<br />

Instant c r e d it u p t o <br />

1 2 0 d a y s *<br />

FREE Membership.<br />

Signup today and start buying wholesale online.<br />

W H O L E S A L E M A R K E T P L A C E <br />

<br />

BUY & SELL ONLINE<br />

FREE MEMBERSHIP - FREE LISTING<br />

List, Sell & Buy products in thousands of categories!<br />

https://wholesalevista.com<br />

Want More Info? Circle #01 on page 11 • www.Vendor411.com<br />

Connect your exisitng website, products and details with just few steps.<br />

No need to manually enter anything.<br />

Your Wholesale Store Created FREE.<br />

You can set your own prices.<br />

Participate in featured products.<br />

Reach out to the Trade Show attendee’s<br />

all over the USA.<br />

Take pre-orders for incoming shipments.<br />

Guranteed payments on all sales.<br />

**LIST YOUR OVERSTOCK AND CLOSEOUTS TO MAKE ROOM FOR NEW INVENTORY IN OUR WHOLESALE LOTS SECTION**<br />

All Wholesalers are allowed to list products that are stocked and shipped ONLY from USA & CANADA.<br />

Wholesalevista.com is a marketplace created for USA & Canada suppliers to list their products on a wholesale platform that is seen<br />

and accessed by registered business to Buy and Sell Wholesale. Being in Wholesale and Retail business for over 20 years, we have<br />

seen how the International sellers come in and sell the products without the overheads of running a business in USA or Canada,<br />

which gives them an unfair advantage. Wholesale Vista will showcase products which are only stocked in and shipped from USA &<br />

Canada excusively. International wholesaler will have to ship from local warehouses only. <br />

<br />

We offer warehousing and shipping as well; so all sellers will have the same way to do business and not have undercut prices with an<br />

unfair advantage! We also have made it our goal to protect the buyers on every purchase they make from any fraud what so ever,<br />

guaranteed! Welcome to Wholesale Vista and sign up today..<br />

APPAREL ACCESSORIES ELECTRONICS GIFT ITEMS HOME GOODS JEWELRY SHOES HAND MADE TOYS<br />

BAGS BEAUTY BOOKS WELLNESS DIGITAL GOODS KITCHEN FURNITURE TOYS LUGGAGE -.....AND MORE<br />

©<br />

https://wholesalevista.com<br />

Visit the website and signup to get activated. Reserve your business/brand name at:<br />

info@wholesalevista.com<br />

(469) 598-2900<br />

VOICE | TEXT | FAX<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 3

RAMSON’S IMPORTS,INC.<br />

Page 4 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

Want More Info? Circle #07 on page 11 • www.Vendor411.com

This is a Buying Guide for<br />

RETAIL STORE OWNERS<br />

Presented within the pages are the latest offerings from the country’s<br />

leading merchandise wholesalers. The advertisers herein sell strictly<br />

wholesale and require that you purchase with the intent of reselling<br />

through retail channels.<br />

HOW TO USE THIS DIRECTORY<br />

☛ Locate the products that interest you.<br />

See our product directory located on<br />

pages 6 & 7.<br />

☛ Make direct contact with advertiser.<br />

Most will have catalogs and price lists<br />

for you.<br />

☛ Order your merchandise, which will be<br />

shipped directly to your store.<br />

CLICK ON BANNERS<br />

IN SELECT ADS<br />

Want More Info? Circle #09 on page 11 • www.Vendor411.com<br />

TO GET FREE CATALOGS/PRICING<br />

FORUM PUBLISHING COMPANY<br />

383 East Main Street, Centerport, NY 11721<br />

www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

CONTACT US:<br />

TEL: 1-800-635-7654<br />

FAX: 631-754-0630<br />

Email: <strong>Forum</strong>Publishing@gmail.com<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 5

Sell to over 60,000<br />

stores through <strong>Forum</strong><br />

631/754-5000<br />

Start.<br />

Light Up Without<br />

Lighting Up!<br />

Grow.<br />

Repair.<br />

Our specialty is helping small and<br />

mid-sized businesses achieve success.<br />

Contact us for free consultation.<br />

1-800-433-7002<br />

info@<strong>Forum</strong>BA.com • www.<strong>Forum</strong>BA.com<br />

DRESS UP FOR<br />

PROFITS!<br />

Every Day’s A Treat!<br />

COSTUMES ARE YEAR ‘ROUND MONEY MAKERS!<br />

WHOLESALE<br />

Costume Club<br />

www.USACostumers<br />

See our USACostumers.com<br />

ad on page 38<br />

Full Service Wholesaler • We Ship Worldwide<br />

LIGHT • Disposables • Kits<br />

E CIG<br />

• E-Liquids<br />

• Atomizers<br />

see our ad on page 75<br />

H2 E-Cig Round<br />

Mouth Atomizer<br />

$1.85<br />

Always Be<br />

Fashionable<br />

FASHIONABLE<br />

SALES<br />

www.Lightecig.com<br />

See our ad on Pg 49<br />

CREDIT CARD<br />

PROCESSING<br />

www.NOAMB.com<br />

BLING IT ON!<br />

HipWholesale.com<br />

Page 43<br />

SMALL<br />

BUSINESS<br />

CONSULTING<br />

<strong>Forum</strong>BA.com<br />

Ad on Page 40<br />

100’S IN STOCK<br />

All Occassions<br />

Fast Same Day Shipping<br />

Flat Rate Delivery<br />

Electronic<br />

Cigarettes<br />

5mL Bottle<br />

E- Liquid E-Juice<br />

for E-Cig $1.30<br />

• E-Cig Batteries<br />

E-Case w/2<br />

Cigarettes + 1 USB<br />

Charger $10.50<br />

E-Cig kit Includes 1 cig,<br />

10cartridges, Wa l, USB,<br />

Car Chargers $6.50<br />

Round Mouth E-Cig<br />

3.5ml Atomizer Set<br />

w/Coil Heads $3.83<br />

• E-Cig Accessories<br />

SHISHA Zero<br />

Nicotine Disposable<br />

E-Cig $3.45<br />

We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE<br />

Does anybody<br />

read these?<br />

CALL 631-754-5000 and<br />

you’ll get a FREE 3-mo.<br />

subscription!<br />

Congratulations to<br />

STAY-CATIONS INC.<br />

Long Island, NY<br />

ADVERTISERS INDEX<br />

PLEASE PATRONIZE THE LEADING WHOLESALERS<br />

WHO ADVERTISE IN RETAILERS FORUM MAGAZINE<br />

APRIL <strong>2020</strong><br />

THE TRUSTED BUYING SOURCE FOR RETAIL STORES!<br />

ADVERTISING<br />

FORUM AD RATES ......... 09<br />

APPAREL<br />

1 STOP WHOLESALE ....... 27<br />

BLANK TEES. .............. 56<br />

BOUTIQUE CLOSEOUTS. .... 53<br />

CAPSMITH ................ 17<br />

DD BULK .................. 20<br />

FASHIONABLE SALES. ...... 49<br />

FLIRTY WHOLESALE ....... 20<br />

HEAVENLY SUITS .......... 16<br />

SCARF WAREHOUSE ... BACK CVR<br />

STYLE IN FASHION ......... 16<br />

STYLISH PLUS ............. 37<br />

T SHIRT REP ............... 59<br />

UIN DEALS ................ 19<br />

UNIVERSE WHOLESALE. .... 55<br />

USACOSTUMERS.COM ..... 38<br />

ASSORTED ITEMS<br />

AUCTION FINDER .......... 73<br />

BEAN WHOLESALERS ...... 44<br />

DOBA DROPSHIP .......... 57<br />

EVERYTHING CLOSEOUTS .. 36<br />

EZ DROPSHIP. ............. 60<br />

GET THAT WHOLESALE ..... 79<br />

MEGA UBID ............... 34<br />

RAMSONS IMPORTS ....... 04<br />

SWEET WHOLESALERS ..... 29<br />

TOP TEN WHOLESALE ...... 81<br />

WHOLESALE VISTA .......... 3<br />

BOOKS<br />

AUCTION BOOK ........... 80<br />

BUYERS CONTACTS ........ 69<br />

CLOSEOUT DIRECTORY. .... 78<br />

HIDDEN WEALTH .......... 76<br />

TRADE BOOKS. ......... 87-92<br />

WHOLESALE SOURCES ..... 86<br />

CANDY<br />

SWEET WHOLESALERS ..... 29<br />

CELLULAR<br />

CELLCITY.BIZ ............. 65<br />

WHOLE-CELL ............. 47<br />

COMPUTERS<br />

REFURB SHOPS ............ 22<br />

CONSUMER ELECT.<br />

FIND IT CHINA ............. 21<br />

CREDIT CARD<br />

PROCESSING<br />

EXP MERCHANT ........... 64<br />

NOAMB. .................. 83

#1<br />

BUYING GUIDE<br />

FOR RETAIL STORES!<br />

DISPLAY/SUPPLIES<br />

& SERVICES<br />

AVVO .................... 52<br />

CC WAREHOUSE . . . . . . . . . . . .77<br />

E-STORE BUILDERS ........ 46<br />

E STORE SIGNS ............ 51<br />

E-STORE SITES ............ 54<br />

FB CAMPAIGNS ............ 71<br />

FIND IT ASIA. .............. 85<br />

FORUM ADVISORS . . . . . . . . . .40<br />

FUNDING OFFICES ......... 70<br />

KWIK INC ................. 50<br />

PAYROLL HELPER ......... 32<br />

PROMOTIONAL REWARDS.. 28<br />

PROTECTION PLANS ....... 42<br />

RETAILERS BANK .......... 72<br />

SALES GROUP BAGS........ 74<br />

SETON SIGNAGE ........... 82<br />

VACATION PROMO ........ 68<br />

WHOLESALESOURCES.COM ....<br />

INSIDE BACK COVER<br />

DROPSHIPPERS<br />

DOBA DROPSHIP .......... 57<br />

EZ DROPSHIP. ............. 60<br />

E-CIGARETTES &<br />

SMOKE SHOP ITEMS<br />

3’x5’Embroidered Flags $14.00 Each<br />

HEAVENLY ................ 18<br />

View our 148 page Catalog online !<br />

www.RIOhio.com<br />

LIGHT E CIG ............... 75<br />

Belt Buckles $18.00 dz<br />

LOGIC WHOLESALE $36.00 dz ........ 84<br />

Hat Pins $6.00 dz<br />

$36.00 dz<br />

$36.00 ut 72 pcs<br />

Garden Flags<br />

$48.00 dz<br />

Tri-Fold<br />

$5.00 Each<br />

$21.00 dz<br />

$9.00 dz<br />

FOOTWEAR<br />

Playing Cards<br />

$18.00 dz<br />

Garden Flags<br />

48.00 dz<br />

12”x18” Metal Signs<br />

$5.50 Each<br />

Belt Buckles<br />

Metal Signs $24.00 dz $42.00 dz<br />

HOME<br />

$5.50 Each<br />

& HOUSEWARE<br />

3’x5’Embroidered Flags<br />

$21.00 dz<br />

$14.00 Each<br />

5” Patches $36.00 dz<br />

$39.00 dz<br />

SNEAKER CLEARANCE. ..... 39<br />

HANDBAGS<br />

$18.00 dz<br />

Leather Wallets $5.50 each<br />

Magnets 3”x8” $18.00 dz<br />

BAG CLOSEOUTS .......... 35<br />

BAG VENDORS ............ 18<br />

DAKOTA STEEL ART ........ 13<br />

Patches $18.00 dz<br />

MERCHANDISE REP ........ 22<br />

RUG PROFITS.............. 15<br />

RUSH SUPPLIERS .......... 48<br />

JEWELRY/<br />

ACCESSORIES<br />

BLING WHOLESALER ....... 45<br />

BODY CANDY HQ .......... 33<br />

BUND JEWELRY............ 41<br />

CLOSEOUTS FOR SALE. ..... 61<br />

HIPWHOLESALE ........... 43<br />

JEWEL CLEARANCE ........ 58<br />

JEWELRY MINERS. ......... 23<br />

SHAKE WHOLESALE. ....... 26<br />

WindSocks<br />

$48.00 dz<br />

Min.Order<br />

$150.00<br />

Metal Sign<br />

$4.75 each<br />

$4.50 Each<br />

8” x 12” Metal Signs<br />

$39.00 dz<br />

$4.00 each<br />

$30.00 dz 8” x 12” Parking Sign $18.00 dz<br />

SPECIAL FEATURES<br />

$7.00 Each<br />

Belt Buckles<br />

$36.00 dz<br />

3pc Magnet<br />

$5.25 Each<br />

$15.00 dz<br />

$42.00 dz<br />

$15.50 Each<br />

Metal Plates<br />

$27.00 dz<br />

SOARING $48.00 dz RC .............. 28<br />

12” Metal Signs<br />

$5.00 Each<br />

NOVELTIES<br />

CARTOON CONCEPTS ...... 62<br />

COOL GLOWING ........... 02<br />

NOVELTY SELLER .......... 67<br />

R/C & TOYS<br />

RC VARIETY ............... 25<br />

Leather Bracelet $18.00 dz<br />

FORUM WORKSHOP ....... 32<br />

READER RESPONSE ........ 11<br />

RETAILING NEWS .......... 14<br />

WHAT’S HOT .............. 12<br />

12”x18” Metal Sign $5.25 each<br />

$15.00 dz<br />

36 pcBiker Ring<br />

$24.00 dz<br />

Best Friend Necklace<br />

RAMSON’S<br />

$39.00 unit<br />

$24.00 dz/sets<br />

1ut/5 dz Mood Rings $33.00 unit<br />

TRADE SHOWS<br />

ASD VEGAS SHOW ......... 31<br />

MARKET CENTER .......... 16<br />

VIDEOS & DVD’S<br />

DVD BUNDLE .............. 26<br />

WATCHES & CLOCKS<br />

TIME WHOLESALERS ....... 63<br />

WATCH DEALERS .......... 24<br />

WEDDING ITEMS<br />

SMARTEST BARGAIN . . . . . . . .24<br />

Advertise in<br />

Metal Sign<br />

12”X18” $5.75 Each<br />

See Page 9<br />

BUSINESS BOOKS<br />

www.BizBooks.org<br />

$36.00 ut/72pcs<br />

Accept Credit Cards<br />

At Your Business.<br />

EXP Merchant<br />

$6.00 dzSee Hat Page Pins Also 64<br />

sold by the<br />

Gigantic dozen! Selection<br />

of Variety Goods<br />

See our Ad on Page 4<br />

DROPSHIP TO PROFITS!<br />

Tri- Color Necklace $18.00 dz<br />

1000’s of Items<br />

See our ad on page 57<br />

WHOLESALERS:<br />

Increase Your Sales<br />

By Advertising Here!<br />

631-754-5000<br />

WIND SPINNERS<br />

Sells Like<br />

A Breeze!<br />

DAKOTA STEEL<br />

See Our Ad on Pg. 13<br />

VISIT FORUM ON<br />

THE INTERNET<br />

View our latest books at<br />

www.bizbooks.org<br />

WE HAVE BUYERS<br />

Databases for ALL Industries<br />

www.BuyersContacts.com

ADVERTISING INFORMATION<br />

www.retailersforum.com<br />

VOL 28 NO. 2<br />

JUNE 2008<br />

MARKETING TIPS!<br />

MERCHANDISE SOURCES<br />

RETAILING TIPS<br />

SELL LIKE AN<br />

EGYPTIAN!<br />

Reach Active Buyers with our Print Readership<br />

Plus over 265,000+ Page Views Monthly Online<br />

✔ Apparel and Accessory Stores<br />

✔ Card and Gift Stores<br />

✔ Discount and Dollar Stores<br />

✔ Distributors and Jobbers<br />

✔ General Merchandise Stores<br />

✔ Internet On Line Stores<br />

✔ Mail Order Catalog Sales<br />

✔ Novelty and Toy Stores<br />

✔ On Line Stores<br />

✔ Resort and Souvenir Stores<br />

✔ Sporting Goods Stores<br />

✔ Variety Merchandise Stores<br />

✔ Wholesalers<br />

ESTABLISHED IN 1981 as a buying source for store<br />

owners and wholesalers, <strong>Retailers</strong> <strong>Forum</strong> offers advertisers<br />

a large national circulation to showcase their products<br />

and services. Many of our readers are located in rural<br />

areas where access to merchandise is difficult, making our<br />

magazine indispensable to their buyers.<br />

Through our unique direct mail and trade show<br />

circulation we constantly rotate our mailing lists, adding<br />

new stores monthly enabling us to deliver new, fresh<br />

buyers each and every month you advertise with us.<br />

In addition to your print ad, your company will be<br />

featured in our digital on line monthly version at<br />

www.RFmagazine.com. Our online magazine produces<br />

over 265,000+ page views monthly for our advertisers,<br />

which is in addition to our print and mail distribution.<br />

Your online ad will link to your website and email<br />

address and we provide unlimited transfers from our<br />

readers into your website 24/7.<br />

FORUM PUBLISHING COMPANY<br />

383 East Main Street, Centerport, NY 11721<br />

www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

CONTACT US:<br />

TEL: 1-800-635-7654<br />

FAX: 631-754-0630<br />

Email: <strong>Forum</strong>Publishing@gmail.com<br />

Page 8 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

etailers<br />

ADVERTISING RATES<br />

AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES<br />

› Page $400 $300 $275 $250<br />

¼ Page $525 $425 $400 $350<br />

½ Page $625 $525 $500 $450<br />

Full Page $850 $750 $700 $650<br />

2 Pages $1,350 $1,250 $1,150 $1,050<br />

Prices shown per month, above rates include full color printing<br />

ADVERTISING SPECS<br />

› Page: 2¼" high x 3¼" wide<br />

¼ Page: 4‚" high x 3¼" wide<br />

½ Page:<br />

Full Page:<br />

4‚" high x 7" wide or<br />

9½" high x 3¼" wide<br />

9½" high x 7" wide<br />

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred<br />

PDF format in CMYK color, 300 dpi resolution only<br />

FULL MARKETING PROGRAM INCLUDED >><br />

✔ Monthly print and mail magazine<br />

✔ Online magazine and search marketing<br />

✔ Distribution at top trade shows<br />

Printed Magazine<br />

• Your ad is featured in our<br />

printed magazine circulated<br />

to buyers across the USA.<br />

Includes distribution at<br />

industry’s top trade shows.<br />

Complete Digital Magazine<br />

• Your ad runs on-line at<br />

www.RFmagazine.com<br />

• Over 265,000+ monthly<br />

page views<br />

• Active link to your website<br />

Phone APP<br />

• Your company included in our<br />

free iPhone and Android APP.<br />

Imagine YOUR company right<br />

on the buyers phones!<br />

Reader Response<br />

• Generates leads from buyers<br />

interested in your products<br />

through a code placed in<br />

your ad and on-line at<br />

www.vendor411.com. Free for<br />

all half and full-page ads.<br />

Search Marketing<br />

• Your company included in<br />

the industry’s leading search<br />

engine: www.supplier411.com<br />

• Saturation marketing coverage<br />

on our new wholesale portal:<br />

www.wholesalesources.com<br />

TOP INDUSTRY TRADE SHOWS <strong>2020</strong><br />

JANUARY<br />

Atlanta Gift Fair<br />

Los Angeles Market Week<br />

Minneapolis Gift Show<br />

Philadelphia Gift & Variety Show<br />

Seattle Gift Show<br />

FEBRUARY<br />

Charlotte Gift Show<br />

Louisville Gift Show<br />

Magic Sourcing Show<br />

New York Toy Fair<br />

Off Price Specialist Show<br />

Rocky Mountain Gift Show<br />

St. Louis Gift Show<br />

MARCH<br />

ASD Marketweek Las Vegas Show<br />

Atlanta Spring Gift Show<br />

California Marketplace<br />

Dallas Apparel & Accessories Show<br />

Greensboro Gift & Jewelry Show<br />

Norton’s Gift & Variety Show<br />

APRIL<br />

Charlotte Gift Show<br />

Hawaii Merchandise Expo<br />

Minneapolis Gift Show<br />

Northern Michigan Gift & Souvenir Show<br />

MAY<br />

Las Vegas Licensing Show<br />

New Orleans Gift & Jewelry Show<br />

Off Price Show NY<br />

JUNE<br />

Charlotte Gift & Variety Show<br />

Dallas Gift & Variety Show<br />

LA Fashion Market<br />

Minneapolis Gift Show<br />

Norton’s Gift & Variety Show<br />

JULY<br />

Atlanta Gift & Home Furnishings<br />

California Marketplace<br />

Oklahoma City Wholesale Show Philadelphia Gift<br />

& Variety Show<br />

AUGUST<br />

ASD Market Week<br />

Biloxi Wholesale Show<br />

Louisville Gift Show<br />

Minneapolis Gift Show<br />

Off Price Specialist Show<br />

New Orleans Gift & Jewelry Show<br />

Rocky Mountain Gift Show<br />

St. Louis Gift Show<br />

Toronto Gift Fair<br />

SEPTEMBER<br />

Asia America Wholesale Show<br />

Charlotte Gift & Variety Show<br />

Dallas Home & Gift Show<br />

Hawaii Gift Show<br />

Norton’s Gift & Variety Show<br />

Philadelphia Candy & Gift Show<br />

Rocky Mountain Gift Show<br />

OCTOBER<br />

Dallas Apparel & Accessories Show<br />

Florida Jewelry & Resort Show<br />

Greensboro Gift & Jewelry Show<br />

Las Vegas Souvenir & Gift Show<br />

Minneapolis Gift & Variety Show<br />

Additional Shows TBD<br />

NOVEMBER<br />

Gatlinburg Gift Show<br />

Hawaii Merchandise Expo<br />

New Orleans Gift & Jewelry Show<br />

Norton’s Gift & Variety Show<br />

Ocean City Gift Show<br />

Smoky Mountain Variety<br />

DECEMBER<br />

Charlotte Gift & Variety<br />

Grand Strand Gift & Variety Show<br />

Greensboro Gift & Jewelry Show<br />

Our Large Holiday Issue Hits The Mails Before<br />

Thanksgiving to Maximize Advertisers Results!<br />

* Show schedules are subject to change without notice.

FROM THE PUBLISHER<br />

May the showers<br />

of <strong>April</strong> be coins and bills falling<br />

into your cash register this<br />

month. We’ve had a great first quarter and it’s just warming up!<br />

WHAT a whirlwind we<br />

shoppers will spend<br />

have all been having<br />

with our businesses!<br />

their money or even<br />

enter into your store<br />

The economy has<br />

for that matter. There<br />

maintained a steady<br />

is a direct connection<br />

pace through tricky<br />

here that will effect<br />

trade deals, deadly<br />

your sales and income.<br />

virus transmission and<br />

MANY of the big box<br />

in an election year.<br />

competitors of ours<br />

During other times<br />

have shut down or<br />

just one of those<br />

consolidated which is<br />

items could tank the<br />

great news for us. As<br />

economy. But we are in<br />

small independents we<br />

different times and hopefully you<br />

can move quickly to capitalize on<br />

are taking advantage of that.<br />

their vacancies. We can stock up<br />

THE first series of trade shows<br />

immediately on items our shoppers<br />

have come and gone and overall<br />

want and can no longer get at the<br />

there was decent attendance<br />

stores that closed down. Thinking<br />

although I have not seen as many<br />

out of the box can help you big<br />

new products that I’d expected.<br />

time here.<br />

The key to keeping your sales<br />

strong is to provide your shoppers<br />

DID a nearby Target store close<br />

with new and exciting goods. I<br />

down? Put up a giant sign in your<br />

think sourcing will be the retailers<br />

window saying Goodbye Target...<br />

hardest job this new quarter. Hello (Your Store Name Here!). Let<br />

GETTING shoppers out there and shoppers know what type of goods<br />

doing what we need them to do.... you sell, comparing yourself to that<br />

shop, is no easy task. Now that we closed store. Mention you even<br />

are into the spring sales season we have better prices. Do whatever<br />

need to re-invent our selling spaces you need to do to take advantage of<br />

and spruce everything up for this this opportunity to corral shoppers<br />

change of season. Change over who’ve lost their old stores.<br />

from the heavy wintery doldrums CREATE a plan for spring and this<br />

to the colorful and hopeful new<br />

season.<br />

THE environment of your sales<br />

space has a great deal of power<br />

quarter. Attend some trade shows<br />

to meet new suppliers and furrow<br />

out new merchandise. Spring is the<br />

time to flourish and be alive, both<br />

in determining whether your for you and your store!<br />

>> ON-LINE SOURCING<br />

The entire issue of<br />

<strong>Retailers</strong> <strong>Forum</strong> Magazine<br />

is posted on-line at<br />

www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

Includes: Website Links *<br />

E-Mail Links * Printable PDF’s<br />

ACCESS OUR MAGAZINE<br />

FROM ANYWHERE 24/7<br />

RETAILERS<br />

FORUM<br />

SALES & MARKETING<br />

Gregory Brown<br />

Tom Richards<br />

Scott Savitt<br />

Martin Stevens<br />

OFFICE MANAGER<br />

Leah C.<br />

PRODUCTION<br />

Lisa Maresca-Smith<br />

CREDIT DEPARTMENT<br />

Kristine Hines<br />

CIRCULATION<br />

Discount Reading Svc.<br />

LITERARY STAFF<br />

Patricia Luebke<br />

Jason Meyers<br />

Rachel Spearman<br />

COLOR PRODUCTION<br />

Anchor Imaging<br />

PRINTING<br />

Composing Room<br />

ART DIRECTION<br />

Gregory Stevens<br />

Martin Stevens<br />

OVERSEAS OFFICE<br />

Trade Channel<br />

N.W. Guineastr 30<br />

2022 PA Haarlem<br />

Netherlands<br />

+31-23-531-90-22<br />

Published Monthly by:<br />

<strong>Forum</strong> Publishing Co.<br />

383 East Main Street<br />

Centerport, NY 11721<br />

Tel: 631/754-5000<br />

Fax: 631/754-0630<br />

forumpublishing@gmail.com<br />

www.retailersforum.com<br />

38 Years<br />

1981-2019<br />

RETAILERS FORUM is published monthly at<br />

$75/year USA, $125/year foreign.<br />

Entire contents copyright ©<strong>2020</strong> by<br />

<strong>Forum</strong> Publishing. Publisher assumes no<br />

responsibility for contents herein. First and<br />

third class postage paid at Centerport, NY.<br />

Bulk mail paid at NY, Brookfield, WI and<br />

Hooksett, NH under private mail indicia via<br />

publication mailing.

etailers<br />

Reader Response<br />

FREE PRODUCT INFORMATION FROM OUR ADVERTISERS<br />

Have our advertisers contact you directly!<br />

Simply select the advertisements that interest you and fax this form to 631-754-0630<br />

or fill in on-line at www.Vendor411.com<br />

APPAREL<br />

❒ All Advertisers in<br />

APPAREL<br />

❒ 03. Capsmith<br />

❒ 28. Style in Fashion<br />

CREDIT CARD PROCESSING<br />

❒ All Advertisers in<br />

GENERAL & VARIETY<br />

❒ All Advertisers in GENERAL & VARIETY<br />

❒ 07. Ramsons<br />

❒ 01. Wholesale Vista<br />

HOME & HOUSE<br />

❒ All Advertisers in HOME & HOUSE<br />

❒ 23. Dakota Steel Art<br />

CREDIT CARD<br />

PROCESSING<br />

❒ 38. EXS Credit<br />

❒ 68. NOAMB.com<br />

WESTERN ACCESSORIES<br />

❒<br />

All Advertisers in WESTERN ACCESSORIES<br />

❒ 33. JR Palacios<br />

For Quick Response:<br />

Fax: 631-754-0630 • On-Line: www.Vendor411.com<br />

Mail: <strong>Forum</strong> Publishing Co. • 383 E. Main St. • Centerport, NY 11721<br />

Your Name _____________________________________________ Type of Business ____________________________________<br />

Company Name _____________________________________________________________________________________________<br />

Address ____________________________________________________________________________________________________<br />

City ____________________________________________________State _____________________ Zip ______________________<br />

E-Mail: _________________________________________________Tel _______________________ Fax ______________________

For more information, contact:<br />

www.TShirtRep.com<br />

$<br />

17.00<br />

$<br />

6.08<br />

Champion<br />

T0223 Mens Classic Jersey Tee<br />

For more information, contact:<br />

www.RCVariety.com<br />

$13.52<br />

JX815-2 RC 2.4G 4CH RC Quadcopter Toy<br />

Headless Mode 360 Degree Flip for Beginners<br />

LIKE PRINTING MONEY!<br />

THERE is a large call for custom imprinted clothing and promotional<br />

merchandise and retailers and vendors who service this category do an<br />

extradordinary amount of sales at huge profits.<br />

FINDING a great supplier has always been challenging as this market<br />

is very competitive with materials and the margins you can make. Now<br />

with TSHIRTREP.com you will be able to source all of your needs with one<br />

supplier and get the best prices in the industry.<br />

THEY have been in operation since 2011 and maintain a great inventory<br />

of blank tees, pants, outerwear, headwear, bags and even school uniforms<br />

to ensure the success of your business. Easy online shopping allows you<br />

to sort by brand, style or price.<br />

THIS month’s special is the Champion Men’s Classic Jersey tee for only<br />

$6.08 while supplies last.<br />

SPRING IS TIME FOR RC TOYS<br />

WITH the nicer weather will come more of a demand for outdoor fun<br />

and games and nothing says fun like remote control cars, boats and<br />

drones to fly through the air.<br />

RC Variety is a long-time leader in this space and offers all types of<br />

RC equipment for the novice to the professional grade user.<br />

THEY feature the largest selection of merchandise to be found at the<br />

best prices around for stocking for resale. You can buy single pieces to<br />

mix up your inventory or dozens to keep stock on. The company website<br />

runs a special Closeout Sale Section that retailers and vendors check<br />

weekly to find special high-profit deals to buy.<br />

THIS month’s special purchase is a Quadcopter Top for beginners with<br />

360 degree flip including all controls for just $13.52. This is a great entry<br />

level unit at a fabulous price.<br />

For more information, contact:<br />

www.BuyersContacts.com<br />

Tel: 631-754-5000<br />

INSTANTLY CONNECT<br />

WITH BUYERS!<br />

• Contact Names<br />

• Emails<br />

• Addresses<br />

• Phone Numbers<br />

• Sales Data<br />

Visit Our New Monthly What’s Hot online at: www.HotProducts.biz • Get listed: 800-635-7654<br />

Page 12 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

FIND BUYERS FOR YOUR GOODS<br />

THE key to any successful business is SALES. And not surprising is that<br />

sales are the hardest part for most businesses to get. In this information<br />

age you’d think you just use Google or other search engines to FIND<br />

BUYERS, but that just doesn’t work!<br />

FINDING buyers is one of the biggest challenges any business has<br />

and that is where BuyersContacts.com can help. For the last 38 years<br />

the company (a division of <strong>Forum</strong> Publishing) has been researching and<br />

compiling databases for most major industries. Available you are printed<br />

books of sales leads and online databases.<br />

WHETHER you are looking for retail store buyers, chain store buyers,<br />

smoke shop buyers, sporting goods buyers, etc. you will find ready made<br />

and custom solutions to help you locate leads.

Dakota Steel Art<br />

Lifetime Rustproof Warranty<br />

“Enjoy The Wind”<br />

Exclusive Solar Light Designs<br />

Solar Light included<br />

MAKE MORE<br />

MONEY<br />

Wind Spinners are selling<br />

Hang some in your booth<br />

Easy Money & Pays for booth+<br />

BE THE FIRST<br />

AT YOUR SHOW<br />

TO SELL OUR<br />

RUSTPROOF<br />

WIND SPINNERS!<br />

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405 County Road 25 Mantador, ND 58058<br />

*You pick your spinners from stock items<br />

(limited to in-stock items)<br />

Join the Vendors Switching to DSA<br />

- America’s Best Selling Wind Spinners<br />

- Proudly Made in the U.S.A.<br />

60 Dog Breeds!<br />

Try them, you<br />

will LOVE them!<br />

Want More Info? Circle #23 on page 11 • www.Vendor411.com<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 13

Can Used Clothing Save The Gap?<br />

GAP is the latest apparel retailer to dip its toes into the secondhand apparel market, following<br />

the lead of Nordstrom, Macy’s and others in an attempt to stay relevant in an industry shaken<br />

by changing consumer tastes and trends.<br />

GAP recently announced that it has partnered with resale platform ThredUp, who bills itself<br />

as the largest online consignment and thrift store. In select Gap, Athelta, Jamie and Jack and<br />

Banana Republic sores, ThredUp bags and labels will be available for shoppers to mail in their<br />

clothes, in exchange for credits they can use at Gap’s portfolio of stores.<br />

SEVERAL leading department stores have teamed up with ThredUp recently hoping to get a<br />

piece of this consumer trend that is still in its infancy. The verdict on whether or not any of these<br />

efforts will drive people to stores and boost sales is still an known.<br />

AT Macy’s you can actually buy items from ThredUp at some of their stores. JC Penney has<br />

a few dozen locations they are testing and Madewell has five ThredUp pop-ups. Nordstrom<br />

set up a ThredsUp unit at its New York flagship store called See You Tomorrow. Similar to Gap,<br />

Nordstrom offers shoppers gift cards if they donate their used clothing at their locations.<br />

IS it a statement that these stores are supporting sustainability? Of course there is a movement<br />

but it is too early to tell how much companies can monetize this. There has been a growing<br />

demand for secondhand goods and with ThredUp the stores are able to showcase it right in<br />

their stores. In fact, the secondhand market is valued at around $20 billion, with a potential to<br />

grow 50% in the next ten years or so.<br />

OF course with apparel stores struggling to grow along with numerous bankrutcies from<br />

American Apparel to Wet Seal to Forever 21 it is a tough call for the industry. Often retailers<br />

stretch themselves to try new ways to generate income, which is what the resale market<br />

appears to be.<br />

DEPARTMENT stores need a fix and getting into resale presents an opportunity to extend<br />

the life of a dress or pair of pants while hopefully earning an extra purchase, and tacking the<br />

problem of excess inventory. With ThredUp’s latest $175 million capital infusion only time will tell<br />

if this will be successful or not.<br />

US Labor Market Remains Strong<br />

EVEN though the number of Americans filing for unemployment rose slightly last month, the<br />

labor market has remained relatively strong. There was also very encouraging news on the<br />

struggling manufacturing segment which showed the mid-Atlantic region accelerated to a<br />

three-year high last month.<br />

THE economy created 225,000 jobs the first quarter as more people continue to enter the<br />

workforce. Layoffs have remained low and new factory orders in the east have been soaring.<br />

ALL told the economy has been chugging along fairly well and the government statistics<br />

believe it will continue on this trajectory. Good news indeed!<br />

For Late-Breaking Industry News Visit: www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

If It Affects Retailing We Report On It!<br />

Page 14 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

SELL RUGS AT YOUR STORE<br />

OR FLEA MARKET BOOTH<br />

• Free Shipping on ALL<br />

ORDERS<br />

• 30-Day Money Back<br />

Guarantee<br />

• No Minimum Order<br />

• Reliable New York Supplier<br />

• All Sizes,<br />

Colors & Styles<br />

THIS MONTH’S SPECIAL<br />

Traditional Medallion<br />

Style Area Rug<br />

$ 21.24<br />

www.RugProfits.com<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 15

STYLE IN FASHION INC.<br />

WEST-SIDE DESIGNS<br />

MANY STYLES AVAILABLE IN<br />

DASHIKI PRINT<br />

for Men & Women<br />

Imported from<br />

Thailand & India<br />

Tie-Dye, Hawaiian Print,<br />

Solid Acid Wash, Printed Dresses,<br />

Baby Doll Dresses, Blouses,<br />

Skirt Sets, Pant Sets, Skirts, Sundresses,<br />

Umbrella Dresses in Rayon & Cotton<br />

Fabric. We also carry Magic Wrap,<br />

Sarongs, Handkerchief Dresses, Pancho<br />

Tops - all in Regular and Plus Size.<br />

321 Olympic Blvd. Los Angeles, CA 90015 or 930 Santee St #3 • Los Angeles, CA 90015<br />

Tel: (213) 624-9728 - (213) 488-1896<br />

We Carry Winter<br />

Sweaters & Jackets<br />

at Moderate<br />

Prices<br />

We also carry<br />

Belly Dance & Zumba<br />

outfits in lots of different styles.<br />

Fax: (213) 624-2115 - (213) 488-3398<br />

email: Andy@StyleInFashion.com<br />

View Our Catalog Online or Call for Catalog<br />

SAMPLE<br />

PACKAGE<br />

$300<br />

Quantity<br />

Discounts<br />

Available<br />

www.StyleinFashion.com<br />

Want More Info? Circle #28 on page 11 • www.Vendor411.com<br />

www.HeavenlySuits.com<br />

Full Collection of Designer Top Quality<br />

Church Suits for Women and Men<br />

Women’s Church<br />

Suit<br />

By Lisa Rene<br />

STYLE # 3283<br />

SELL FOR $229<br />

YOUR COST $99<br />

2 Pc. Jacket & Skirt Set<br />

By Lisa Rene<br />

SPRING/SUMMER 2017<br />

STYLE # 3306­PS<br />

RETAIL PRICE $229<br />

YOUR PRICE $99<br />

Skirt Suits • Dresses • Hats • Jackets • Mens & Boys Suits<br />

All Sizes in Stock - 4 Through 34W<br />

www.HeavenlySuits.com<br />

Why Pay Full Wholesale?<br />

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Registration is open for our next two upcoming Shows.<br />

• May Show ~ May 12 - 14, <strong>2020</strong><br />

REGISTER AT<br />

• June/July Show ~ June 29 - July 1, <strong>2020</strong> www.tmcexpo.com<br />

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TMC The Merchandise Center, 9555 Foster Avenue, Suite 600, Schiller Park Illinois 60176 ©Copyright <strong>2020</strong><br />

Page 16 TMC March APRIL Ad 7x4.5.indd <strong>2020</strong> 1 | RETAILERS FORUM MAGAZINE<br />

3/6/20 12:34 PM

Want More Info? Circle #17 on page 11 • www.Vendor411.com<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 17

AUTHENTIC NEW DESIGNER HANDBAGS<br />

TORY BURCH ~ MICHAEL KORS ~ COACH ~ KATE SPADE ~ COACH<br />

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NO MINIMUM ORDER • WEEKLY SPECIALS<br />

Michael Kors Jet Set Travel<br />

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Michael Kors Jet<br />

Set Travel Crossbody<br />

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Michael Kors<br />

Hayes Medium<br />

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Coach F36658 F37807<br />

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$162.99<br />

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Michael Kors<br />

Dillon Studded Medium<br />

Top Handle Messenger Bag<br />

Ballet Pink<br />

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Kate Spade Cameron Street<br />

Flock Roses Small Hayden<br />

Satchel Black Floral<br />

$187.99<br />

SPECIALISTS IN ELECTRONIC CIGARETTES & ACCESSORIES<br />

Since 2008 White Cloud has been a leading US-based<br />

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customer service, and a commitment to providing the widest<br />

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MUST BE OF LEGAL AGE TO ENTER WEBSITE/ORDER<br />

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Page 18<br />

APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

Your FashionHeadquarters<br />

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Lace Midi Dress Women Flower Embroidered<br />

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Red Lace Dress Long Sleeve Lace<br />

Midi Dress With Leather Belt<br />

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Black T Shirt Round Neck Half Sleeve<br />

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Black Sexy Bodystocking Jacquard Semi-Sheer<br />

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Deep Blue Men Shirt Slim Fit<br />

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Men Casual Pant Ruched Drop Crotch<br />

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SOLID & RELIABLE SOURCE for the latest fashion merchandise<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 19

Lingerie<br />

Direct from USA’s Largest Wholesalers<br />

Servicing the<br />

industry since<br />

1997<br />

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WE<br />

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www.DDBulk.com<br />

Half Cut Garter<br />

Bustier $16.01<br />

Hot V Neck Baby<br />

Doll $13.34<br />

Open Front Mesh<br />

Baby Doll $9.23<br />

THE LINGERIE SPECIALIST<br />

Lingerie sells year round<br />

We welcome small orders and<br />

deliver worldwide.<br />

Pink Bra - Panty<br />

Set $7.80<br />

~ Over 1,000 styles in stock! ~<br />

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Many clearance items giving you<br />

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Sexy Polka Dot<br />

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Page 20<br />

APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

STOCK UP YOUR STORE<br />

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We are a full service wholesaler operating our own factory and distribution centers in China with daily shipments to the USA and around the world. Fast DHL, EMS and UPS shipping at great rates.<br />

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Battery Operated Cooling Desktop<br />

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Pone Genius Mini Handsfree Telephone,<br />

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Glasses for 3.5 to<br />

6 inch Smartphones<br />

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Figerprint Lock<br />

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Mini DLNA Display<br />

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HUION H420 Computer Input Device<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 21

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Page 22 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

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Page 24 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 25

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Page 26 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 27<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 29

Your marketing program will be a product of<br />

your budget, how much you can afford to<br />

spend on promotions for opening day and<br />

throughout the year ahead. Whatever you<br />

spend, you should be measuring the effectiveness<br />

of each advertising and promotional vehicle<br />

as you use it. Your plan should enable you<br />

to track the results of each as you try to identify<br />

your best media mix. As your business grows,<br />

you’ll want to return to this plan and measure<br />

the effectiveness of each component against<br />

Page 30 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

forumworkshop<br />

OPERATING YOUR<br />

RETAIL<br />

STORE<br />

FORUM WORKSHOP<br />

<br />

Operating Your<br />

RETAIL STORE<br />

Continued from last issue...<br />

Developing Your Marketing Program<br />

Your marketing program will evolve over time<br />

as you measure the effectiveness of the different<br />

options available to you. This is one of those<br />

learning endeavors in retailing that represents<br />

an expensive but very necessary education for<br />

you. There are no set solutions. Every market,<br />

every product, and every audience requires its<br />

own marketing strategy. But there should be a<br />

purposeful plan behind all you do. It’s simply<br />

too expensive an undertaking to go about haphazardly.<br />

Review all you’ve written about what<br />

you’re selling, who your customers are, and<br />

who will be your suppliers. Start thinking<br />

about what you can do to bring the 3 together<br />

in your store.<br />

Then set to work devising a comprehensive<br />

marketing program you can use for your promotional<br />

push. As mentioned earlier, put it in<br />

writing.<br />

your expectations. Right now your plan must<br />

be made from guesswork, hunches about how<br />

to get most from the conventional marketing<br />

tools. As your store grows into its success,<br />

you’ll want to refine it into a science of knowing<br />

exactly what you must do to get shoppers<br />

into your store, in every season.<br />

Planning & Tracking Your<br />

Promotional Push Work Sheet<br />

Use this list as a model for developing your<br />

promotional push and tracking the results. You<br />

need to maintain a log of what promotional vehicles<br />

you use, when, and cost, and the results.<br />

In order to track results, your staff must be<br />

trained to ask all customers how they heard<br />

about the store, and keep a tally of their responses.<br />

Coupons, flyers, or direct mail pieces<br />

that invite customers to bring the document for<br />

a discount or special offer are helpful for tracking<br />

results as well.<br />

THE PROMOTIONAL PUSH<br />

PUBLIC RELATIONS RELEASE<br />

Sent to: Date: Date Used: Responses:<br />

PROMOTIONS<br />

Event: Date: How Advertised:<br />

Cost Responses: Sale: Giveaway:<br />

ADVERTISING<br />

Vehicle/Medium: Date:<br />

Frequency/Schedule Cost: Responses:<br />

NEWSPAPER; RADIO; TV; CABLE TV;<br />

BILLBOARD: DIRECT MAIL<br />

continued...

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 31

forumworkshop<br />

FORUM WORKSHOP<br />

Initially there’s only one promotional event<br />

on your itinerary: Opening Day. Before your<br />

store actually opens its door, your marketing<br />

goal is to create as much excitement as you can<br />

around this event. The new store in town always<br />

garners attention simply because it is<br />

new. That’s a promotional opportunity available<br />

only once; use it to create as much awareness<br />

as possible. At the same time, you must<br />

think beyond that and develop a long-term promotional<br />

push that will pull shoppers into the<br />

store throughout the first year. Throw your full<br />

marketing support behind opening day, and<br />

plan to follow it up, consistency, week by week,<br />

as you investigate the impact of the various<br />

marketing tools available to you. Remember:<br />

There’s no combination that will work for every<br />

store in every market. You’ll learn from your<br />

mistakes and successes over time.<br />

Once you develop a better understanding of<br />

each concept and marketing element, you can<br />

devise an overall marketing strategy. An effective<br />

promotional campaign incorporates the<br />

strengths of all 3 components to reach the<br />

widest possible audience. Consider public relations<br />

your vehicle for generating free publicity<br />

about your store’s arrival, what’s unique about<br />

it and why shoppers should care. Promotions<br />

create events that give people a reason to visit<br />

the store or buy from you. Advertising carries<br />

the reason to visit the store or buy from you.<br />

Advertising carries the message of PR and promotions,<br />

but you pay for it. As you develop<br />

your strategy, you always<br />

want to look for ways to<br />

get maximum bang for<br />

every promotional buck<br />

you spend. continued...<br />

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Page 32 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 33

Look for ways to accomplish the most with the<br />

least spending as you develop a strategy in the<br />

main components of your advertising effort.<br />

forumworkshop<br />

FORUM WORKSHOP<br />

$¢<br />

spent. In effect, you want to<br />

go about the process so that<br />

you use your money twice.<br />

LEARN TO USE YOUR<br />

MONEY TWICE<br />

There’s no way to avoid the costs of a marketing<br />

program. The dollars spent represent a vital<br />

and necessary investment. And this is an expenditure<br />

more critical now than at any time in<br />

the store’s history. Yet there’s no tangible result<br />

from the investment. Spend for inventory that<br />

doesn’t sell and you get credit; spend your<br />

money frivolously for advertising that doesn’t<br />

work and call it a loss. With the need to experiment<br />

as you work toward that winning promotional<br />

mix, you want to make sure you’re<br />

getting the most benefit from every dollar<br />

USE SHOPPING BAGS AS<br />

TRAVELING BILLBOARDS<br />

Take something as basic as the store bag as an<br />

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There’s no way around that; it’s a necessary<br />

expense. You can save a little money<br />

buying generic paper bags, or you could spend<br />

a little more and have the store name and logo<br />

imprinted on every bag. That amounts to<br />

money well spent. Not only do you have the<br />

bags you need, but every bag that leaves your<br />

store is a walking advertisement for the business.<br />

continued...<br />

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Page 34 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 35

forumworkshop<br />

FORUM WORKSHOP<br />

For that advertisement to leave an impression<br />

on those who see it, you need a distinctive typeface<br />

for the store name, an eye-catching visual,<br />

or a combination of both for your logo. In time,<br />

the logo becomes a recognized symbol of that<br />

store. As soon as shoppers see it, it stirs their<br />

memories about the store and what it sells.<br />

BE SURE YOUR STORE’S NAME<br />

SERVES A MARKETING PURPOSE<br />

The best names define what the store sells, at<br />

least in the start-up phase. Manny’s Toys can<br />

go by Manny’s once the business is a local establishment.<br />

When establishing the store and<br />

creating an identity, that qualifier helps. AN-<br />

OTHER THINGS TO CONSIDER WHEN<br />

COMING UP WITH A STORE NAME IS<br />

WHERE IT FALLS IN THE ALPHABET.<br />

Believe it or not, this is an important determination<br />

to make, especially during the early stage<br />

of the business. A lot of people let their fingers<br />

do the walking and shop through the Yellow<br />

Pages. When they don’t know the name of a<br />

store, they turn to the directory heading and<br />

work their way down the list of store names.<br />

Those listings appear in alphabetical order. The<br />

stores at the top of the list, in front of the alphabet,<br />

get the calls first. If one has what the shopper<br />

wants and is conveniently located, there’s<br />

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A<br />

going to pay to have the<br />

name and logo turned into<br />

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investment.<br />

continued...<br />

Page 36<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 37

FORUM WORKSHOP<br />

forumworkshop<br />

PUT YOUR NAME & LOGO<br />

EVERYWHERE<br />

Everything you do and everything<br />

that leaves the store should<br />

<br />

wave your store banner before<br />

the public. When you’re giving<br />

away pens, pins, or any other premium,<br />

make sure whoever sees them knows<br />

who supplied them. When buying such premiums,<br />

selectively spend for those with the<br />

longest staying power. A pen or pencil promotes<br />

the store as long as it writes; the message<br />

adorning it can be easily missed. A desktop<br />

notepad stays around longer, and every time<br />

people use it, they meet your message. Refrigerator<br />

magnets with store name and number<br />

provide an inhome advertisement with years of<br />

service. A key chain may not last as long, but<br />

gets the store name before more people. Nicely<br />

done T-shirts with your name and number may<br />

cost more, but serve as walking billboards, carrying<br />

your message to places you could never<br />

reach with the marketing tools available to you.<br />

MAKE SURE YOU MENTION ALL<br />

YOUR PRODUCTS & SERVICES<br />

Whatever you use, be it a giveaway or advertising<br />

paid for by you, mention what you sell and<br />

the services you provide. Someone who sees<br />

your message will need just what you’re offering.<br />

In the newspaper and on the commercial<br />

airways, a share of those exposed to your ad<br />

may not need what you’re promoting in that<br />

one ad, but they may need something else you<br />

do have. If they don’t need it now, they may<br />

next week.<br />

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APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 39

forumworkshop<br />

FORUM WORKSHOP<br />

While you’re trying to harvest sales today, sow<br />

the seeds for tomorrow’s business as well.<br />

You’re paying for the ad space or airtime, so it’s<br />

up to you to make the investment pay for itself.<br />

DON’T FORGET THE SIDESHOWS<br />

With in-store events, take your hint from the<br />

circus: There’s the big tent and then there are<br />

all the sideshows. When you plan a big promotional<br />

event, make sure there are little<br />

events, little areas of activity, to spotlight what<br />

else goes on in the store. Your Grand Opening<br />

will generate a lot of hoopla merely because the<br />

doors are finally opening. It should be a celebration<br />

and sales event that spotlights everything<br />

you want shoppers to know, and tell their<br />

friends, about the store. Your Grand Opening<br />

will generate a lot of hoopla merely because the<br />

doors are finally opening. It should be a celebration<br />

and sales event that spotlights everything<br />

you want shoppers to know, and tell their<br />

friends, about the store.<br />

LOOK FOR, & EXPLOIT, HIDDEN<br />

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As the store owner, you decide how and where<br />

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business. Always look for the hidden opportunity<br />

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benefit from your spending. When<br />

paying to have your space renovated before<br />

you move in, make sure there’s a sign outside<br />

telling people what’s coming and<br />

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Page 40 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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www.BUNDJEWELRY.com

forumworkshop<br />

FORUM WORKSHOP<br />

IF YOU USE YOUR CAR FOR BUSINESS,<br />

INVEST IN A MAGNETIC SIGN THAT<br />

TELLS THE PUBLIC ABOUT YOUR<br />

STORE, ITS LOCATION, WHAT IT SELLS,<br />

AND THE SERVICES IT PROVIDES.<br />

CONDUCT AN AGGRESSIVE<br />

PUBLIC RELATIONS CAMPAIGN<br />

An aggressive public relations program will<br />

benefit every type of business, even the retail<br />

store. It’s the area where you shape perceptions<br />

about the store and your commitment to the<br />

local community. Public relations operates in 2<br />

realms. There’s the publicity angle, whereby<br />

you use every available resource to publicize<br />

your business. You can use these same tolls and<br />

things you do, particularly community involvement,<br />

to create positive perceptions in the com-<br />

✍<br />

munity about your business.<br />

Effective use of PR allows<br />

you to shape those perceptions<br />

to benefit your business.<br />

THE NICE THING ABOUT PUBLIC RELA-<br />

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But if you consider it worth the effort and expense,<br />

or you can’t juggle your schedule to take<br />

on yet another responsibility, you may want to<br />

hire a PR consultant to help publicize what<br />

you’re doing. Not many retailers use them, so<br />

your search will probably lead you back to the<br />

Yellow Pages. Use the same hiring criteria as<br />

with any other consultant. You want the person<br />

with retail experience first.<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 43

forumworkshop<br />

FORUM WORKSHOP<br />

Then you want them to show you samples of<br />

work done for other clients, preferably retailers,<br />

and provide you with the names of business<br />

references.<br />

PR AGENTS WORK EITHER<br />

✎<br />

BY THE PROJECT OR ON<br />

RETAINER. You may hire one<br />

only to help with your opening<br />

day event, or to handle all aspects<br />

of your marketing program<br />

through the first year. Rates vary,<br />

depending on where you live, the size of your<br />

market, and the project. The most important<br />

thing and PR agent brings to the task is a working<br />

knowledge of the local media. Good ones<br />

already have established contacts with media<br />

personnel. However, that won’t necessarily<br />

make a difference in how much publicity they<br />

can generate for a client. If you’re doing something<br />

newsworthy, reporters will be in touch as<br />

soon as they hear about it, whether they hear<br />

of it from you or a PR professional.<br />

USE PRESS RELEASES<br />

AS YOUR MAIN PR TOOL<br />

The basic tool for letting the media know is the<br />

press release. Here’s where you must take a<br />

reckoning about your own skills. If you’ve<br />

never mastered the art of written communication,<br />

hire someone who has to write your press<br />

releases. The people who’ll receive your releases<br />

are communicators, and will judge you<br />

and your business first on how it’s presented in<br />

the press release. Poor grammar and misspellings<br />

raise doubts about professionalism<br />

more than they elicit a response. continued...<br />

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Page 44 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 45

forumworkshop<br />

FORUM WORKSHOP<br />

The best press releases are short, preferably<br />

one page, and provide a concise summary of<br />

why what you’re doing or what you have to<br />

say should be considered of interest to an audience.<br />

At the top of the page would be your<br />

store name and logo, address, telephone number,<br />

and the name of a person to contact for<br />

more information: you. A headline summarizing<br />

what the press release is about – “Grand<br />

Opening for Innovative Toy Store Set for Next<br />

Week” – should appear beneath the name and<br />

logo, followed by the body of the release: a few<br />

paragraphs contain as much information as the<br />

recipient needs in order to make a decision.<br />

Often what’s said in those opening lines will<br />

determine what, if any, further attention your<br />

PLATFORM announcement receives. In a few sentences, the<br />

release must establish what is going on, where,<br />

when, and why it’s important to the readers,<br />

Build Your Own<br />

viewers, or listeners of that news organization.<br />

In the paragraphs that follow, elaborate on each<br />

of the points contained in the opening, and<br />

then wrap up with an invitation to get in touch<br />

with the contact for more information.<br />

PRESS RELEASES SHOULD BE SENT OUT<br />

WHENEVER SOMETHING OF SIGNIFI-<br />

CANT INTEREST OCCURS AT THE STORE.<br />

Believe it or not, completely<br />

filling the day’s newspaper is<br />

often an arbitrary process.<br />

Sometimes things make it into<br />

the paper because there’s a<br />

hole in the page to fill. The editor<br />

takes the first news item<br />

on hand – your release if it’s<br />

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Page 46 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 47

FORUM WORKSHOP<br />

forumworkshop<br />

Get Involved In Your Community<br />

Community involvement should be regarded<br />

as the other side of your public relations strategy.<br />

Properly played, community involvement<br />

emphasizes the name of the store more than its<br />

business activities. The positive perceptions<br />

that result have beneficial impact on the business;<br />

people feel so good about what you’re<br />

doing, they want to support your business for<br />

it. Community involvement is not a onetime<br />

deal; it requires an ongoing commitment that<br />

demonstrates you value<br />

<br />

your community and want<br />

to be a good neighbor to<br />

your customers. There are<br />

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from<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 49

forumworkshop<br />

FORUM WORKSHOP<br />

At the very least, set up a recycling bin for the<br />

packaging that comes with what you sell, and<br />

encourage shoppers to use it. Use recycled<br />

paper for receipts and bags. If it’s appropriate<br />

in your specialty, stock a selection of the<br />

“green” products deemed environmentally<br />

friendly. Not everyone will want to pay the<br />

extra price these products usually command,<br />

but they’ll feel better knowing that’s an option<br />

available to them where they shop.<br />

Community involvement also means being the<br />

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years, some gun<br />

<br />

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with what they have to say. For those who do,<br />

their customers, the fact that these dealers are<br />

willing to represent their views strengthens the<br />

bond with the store. Of course, that’s an extreme<br />

case, and community involvement on the<br />

political front poses as much risk as opportunity<br />

for the retailer. It can backfire. But when,<br />

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you should consider it a duty and privilege to<br />

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forumworkshop<br />

FORUM WORKSHOP<br />

When you read the day’s newspaper or watch<br />

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is filling them with meaningful and useful<br />

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at your local weekly newspaper may be the<br />

same individual; at a nearby regional daily,<br />

there’s probably an editor, managing editor,<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 53

FORUM WORKSHOP<br />

forumworkshop<br />

A radio station may have 1 or 2 news staffers,<br />

while a TV station in the same market employs<br />

a producer, assignment editor, and the reporters<br />

you see on the screen each night. At a<br />

magazine you’ll find an editor in chief, an executive<br />

and/or managing editor, and editors for<br />

each of the areas of news it covers.<br />

Who should receive your press release depends<br />

on what you want to publicize. If it’s a business<br />

concern – the fact that you’re opening, a promotion<br />

on your staff, or sales trends – it should<br />

go to the business editor. If it’s about what you<br />

sell, it should also go to the editor who covers<br />

that category: the sports editor if you’ve got big<br />

news about baseball mits, for example. If you<br />

can’t identify those people – all that’s generally<br />

required is a telephone call to the news organization<br />

– then send your release to the name at<br />

Page 54 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

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If you want to make the most of your opportunities<br />

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reporter needs reliable, articulate<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 55

forumworkshop<br />

FORUM WORKSHOP<br />

Call the appropriate editor or reporter and introduce<br />

yourself. Always try and make a positive<br />

reference to past stories you’ve seen or read<br />

by the reporter in the course of the conversation.<br />

For all their hard work, the only time most<br />

media people hear from their audience is when<br />

there’s a complaint. These people have egos<br />

like everyone else; your kind words will be remembered<br />

and serve as your best introduction.<br />

After the formalities, explain a little about your<br />

store and your background and tell the reporter<br />

you’d be glad to talk whenever there’s a need<br />

for someone in your field. Of course, it’s to<br />

your benefit to approach the reporter with a<br />

specific story suggestion. Watch and read the<br />

news, looking for ideas that might be expanded<br />

to include your store business. Human interest<br />

stories are always in demand, as are categoryspecific<br />

“how-to” pieces. These may demonstrate<br />

how to get more enjoyment from a hobby<br />

or interest, or simply show people what to look<br />

for when buying a particular item. Think creatively<br />

in terms of what people might want to<br />

know about what you sell. Not all your ideas<br />

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but when they do, it will help your business.<br />

Talk shows on radio and local<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 57

FORUM WORKSHOP<br />

forumworkshop<br />

CONTACT THE SHOW AND TRY<br />

TO WRANGLE AN APPEARANCE.<br />

It won’t hurt to try. If you’re successful, and the<br />

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you could be asked on again, or given a<br />

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If there’s enough of a local audience<br />

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<br />

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When you use your column to tout the benefits<br />

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across as an ad, and your column’s days will be<br />

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having the column written by you in print. It<br />

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on what you sell.<br />

Another way to generate free publicity is to<br />

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Also use your commitment to the<br />

community as a soapbox for garnering attention.<br />

Make a public event of your pledge or involvement,<br />

and challenge other retailers and<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 59

FORUM WORKSHOP<br />

forumworkshop<br />

When working on any aspect of your marketing<br />

program, think in terms of how you might<br />

strengthen its impact through freely generated<br />

publicity. Try to think like a reporter, always<br />

looking for a news angle behind what<br />

you’re doing. Usually there’s nothing there, but<br />

when there is, and you can convince the reporter<br />

of its interest, it will be the best marketing<br />

you never had to buy. Publicity is there for<br />

the asking, provided you learn how to ask. The<br />

people who can provide it for you want their<br />

next call to be from someone with a story worth<br />

telling. It can be you, if you<br />

☞<br />

step back from your business<br />

and reconsider it in<br />

terms of what’s going on<br />

in the marketplace around<br />

you, and what your business<br />

has to do with it.<br />

Page 60 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

Persist, and know when to call. Timing can<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 61

FORUM WORKSHOP<br />

forumworkshop<br />

You should never trade anything for coverage<br />

by a news organization. The majority of reporters<br />

have standards and wouldn’t think of<br />

asking. If there’s a request for a product to review,<br />

it should be filled by your supplier. Anything<br />

beyond that is wrong and will eventually<br />

catch up with that contact. Let that be someone<br />

else's problem. Any reputable news organization<br />

wants to cover a story worth telling, and<br />

nothing more. Your only obligation is recognition<br />

of the job well done.<br />

Use Promotion To Generate Traffic<br />

If public relations and advertising spread the<br />

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promotions provide those who hear that message<br />

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your store from all others by focusing on some<br />

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Inside the store, promotion serves more to<br />

direct shoppers’ attention to your merchandise<br />

and whatever you want to highlight.<br />

The promotions that reach out encompass<br />

things you do to draw people into the store.<br />

You may use advertising and public relations<br />

to carry the message of your promotions, but<br />

the promotion stands alone. Promotional<br />

events, once conceived and created by you,<br />

generate excitement to focus attention on your<br />

business.<br />

<br />

YOU BEGIN WITH YOUR<br />

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Page 62 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 63

FORUM WORKSHOP<br />

forumworkshop<br />

Sure, you’re celebrating that your store is finally<br />

open. The real purpose behind all the<br />

hoopla, however, is to get people into the store<br />

and let them see what your business offers<br />

them. Throughout the years ahead it will be up<br />

to you to come up with other special events<br />

that promote that kind of interest. Holidays,<br />

particularly long holiday weekends, lend themselves<br />

to promotions, as do seasonal activities<br />

like “back to school” shopping.<br />

Other forms of promotion may not seem so<br />

obvious in intent, but help familiarize your<br />

target audience with your service and selection.<br />

Some retailers incorporate educational<br />

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store sells. Educational and training programs<br />

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ensuring the store a steady stream of customers<br />

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Promotions to the public need not be so subtle.<br />

People respond to any offer of free merchandise<br />

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Page 64 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 65

FORUM WORKSHOP<br />

forumworkshop<br />

It uses an activity or incentive to expose the<br />

customer to the store and what it offers in products<br />

and services. Participating in a local trade<br />

show promotes the business just as well as an<br />

annual inventory reduction sale does. You’re<br />

using an aspect of your business to reach more<br />

consumers and expose them to everything else<br />

you do at the store.<br />

A successful promotional strategy has 2 facets.<br />

The first part seeks to attract the shopper to<br />

your business; in the second part you try and<br />

direct their attention to a particular item or department.<br />

This works on the telephone as well<br />

as in person. When someone calls in an order<br />

and you mention the sale item of the day,<br />

you’re promoting your business. In the store<br />

you can’t just stand up and shout about what<br />

you want to move. Instead you’ll rely on visual<br />

cues to direct the shoppers’ attention to what<br />

you’re trying to sell.<br />

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Everything about how you handle products on<br />

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and the products they promote easily<br />

accessible, they’ll have minimal impact on<br />

sales.<br />

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Page 66 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 67

forumworkshop<br />

FORUM WORKSHOP<br />

Your signage promotes in the sense that it directs<br />

shoppers to your departments. In the<br />

aisles, a product’s position on the shelf or rack<br />

will directly influence sales. Those displayed at<br />

eye or ground level tend to get noticed more<br />

than everything in between. The same for products<br />

at the ends of the aisles. You’ll learn to use<br />

these to your advantage, as tools for creating<br />

visual cues to motivate the shopper. Use these<br />

spaces to highlight the products that need the<br />

promotion. Don’t waste them on products that<br />

will sell consistently no matter where you place<br />

them. If you want to see this product-placement-based<br />

promotion carried to its most scientific,<br />

take a stroll around your nearest<br />

supermarket. If the store is part of a regional<br />

chain, you’ll see promotional products at the<br />

ends of each aisle, the highest-profit items at<br />

eye level, and impulse items at the checkouts.<br />

Place your biggest sellers, the high-demand<br />

products, at the rear of the store. On the way<br />

there, shoppers will have an opportunity to visually<br />

sample everything else you sell. You<br />

need to give accessories and impulse items as<br />

much visible exposure as possible. Use placement<br />

as a trigger to jog the memory and remind<br />

the shopper of things he may or may not need.<br />

With some products, allowing customers to<br />

handle as well as see them promotes the sale.<br />

When selling any type of equipment, it’s better<br />

to have it out where shoppers can get hands-on<br />

experience. The same<br />

shopper who might hesitate<br />

to pick it up and sample<br />

it unassisted. That<br />

may be all it takes to con-<br />

vince that shopper to buy.<br />

continued...<br />

Page 68 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 69

FORUM WORKSHOP<br />

forumworkshop<br />

Promotion is a process of developing awareness<br />

and interest in your merchandise, doing<br />

whatever it takes to encourage people to visit<br />

the store and buy. Effectively handled, it enhances<br />

the appeal of an item by giving the<br />

shopper incentive to buy now. Every form of a<br />

sales event is a promotion. Advertising carries<br />

the message, but the event is what draws the<br />

crowds. Everything you do to promote the<br />

store and individual products should have a<br />

beneficial impact on sales or strengthen perceptions<br />

of why consumers should shop your<br />

store.<br />

Displays, on the showroom and in the shop<br />

windows, offer an ideal opportunity to promote<br />

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Take advantage of the promotional opportunities<br />

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store windows. Set up displays that convey<br />

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themes to generate excitement.<br />

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Page 70<br />

APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

FORUM WORKSHOP<br />

forumworkshop<br />

Your window may offer your best chance<br />

to communicate with them. It should be<br />

powerful and colorful enough to cause<br />

them to stop, and should invite them<br />

into the store for a better look.<br />

So think of ways to use your display opportunities<br />

for maximum promotional benefit. By rotating<br />

the merchandise, changing the display to<br />

put the focus on a new item, you continually<br />

confront the shopper with new reasons to buy.<br />

You create the motivation to look around and<br />

see what the store has now, to reconsider what<br />

it offers in terms of the shopper’s own needs.<br />

The promotions that work inspire shoppers to<br />

continually rediscover what the store has to<br />

offer. It’s still the same store, but effective promotion<br />

just gives the shopper a new way to<br />

look at it.<br />

FORCE RESPONSES<br />

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NO MATTER HOW EFFECTIVE YOUR PR<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 71

FORUM WORKSHOP<br />

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With public relations and promotions, you can<br />

afford to learn as you go; with advertising, you<br />

pay as you learn. This is a necessary and basic<br />

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and promotion creates excitement.<br />

Advertising takes all that<br />

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directly to the consumer in your<br />

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your ad budget. Sure, an established business<br />

needs to advertise, but not in the same way a<br />

newcomer does. Both want to attract shoppers<br />

into the store and broaden the customer base.<br />

The store that has been in business for a few<br />

years enjoys a reputation. People know where<br />

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continued...<br />

ATTENTION RETAILERS<br />

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FORUM WORKSHOP<br />

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They’ve seen its ads before and have some preconceived<br />

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source. If you’ve got the only game in<br />

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to the forces already at play.<br />

When economic times are tight, when the<br />

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One school holds that the retailer<br />

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<br />

since there’s nothing happening in<br />

the market anyway. The other<br />

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spend more, for an aggressive advertising program<br />

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You’re starting with zero sales. Much<br />

of your future depends on how fast and how<br />

far you can build on that in the short term. Public<br />

relations and promotion should make people<br />

aware of what you’re trying to do with this<br />

venture and suggest why they should visit the<br />

store. Look to advertising to bring them there.<br />

The challenge is to ensure you get the most result<br />

from what’s available to you, in terms of<br />

media and money. You only have so much to<br />

so spend it wisely.<br />

continued...<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 73

FORUM WORKSHOP<br />

forumworkshop<br />

<br />

You also want to spend it slowly. During<br />

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peak sales season and in the months<br />

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effort. Your advertised specials should change<br />

week by week, but you want to maintain a certain<br />

consistency in your advertising to make an<br />

impression. Present your store name or logo to<br />

people enough times and they’ll know the<br />

store, whether or not they’ve reason to visit it.<br />

That recognition will help when you’re promoting<br />

something that does interest them.<br />

There’s no exact science to advertising for the<br />

owner of the start-up store. Next year’s effective<br />

campaign will be a response to this year’s<br />

experiment in advertising. You can’t escape<br />

your need to test the effectiveness of different<br />

media early in your game. It’s a costly lesson<br />

but one of the growing pains of building your<br />

business. What you learn this first year will<br />

serve your business for years to come. The only<br />

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business.<br />

TO BE EFFECTIVE,<br />

AN AD MUST DO 3 THINGS<br />

continued in next issue ...<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 75

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 77

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Page 78 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 79

The Complete Guide to Making Money at Auctions!<br />

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 81

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Page 82 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 85

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Page 86 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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Page 87<br />

RETAILERS<br />

87<br />

FORUM MAGAZINE | APRIL <strong>2020</strong> Page 87

USA Closeout Directory<br />

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key contacts, website address, and e-mail address. Arranged geographically, also includes an alphabetical index, a brand index, and a<br />

rep/contact index. Available in printed book format or Excel.<br />

Order No. SGREP-B Printed Book $359.00<br />

Order No. SGREP-E Excel emailed to you $499.00<br />

1-800-635-7654<br />

Page 88<br />

Page 88 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

Business Directories

Imagine<br />

a book<br />

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• Watches • Toys and more!<br />

No. W1 Wholesale Sources $29.95<br />

Auction Directory<br />

Wholesale Sources<br />

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This is THE definitive guide to auctions!<br />

It not only tells you WHERE<br />

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also HOW to participate in the auction<br />

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auctions, housing auctions, jewelry,<br />

cars, boats and more. Up-to-date<br />

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Order No. AUC- Auction Directory - $39.95<br />

How to Find,<br />

Sell and Broker<br />

Surplus and<br />

Liquidated<br />

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With this authoritive Directory, you will<br />

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Learn why those in the business have kept it confidential. You can now<br />

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Order No. 1-88422-24-2 Hidden Wealth $39.95<br />

Jewelry Wholesalers<br />

& Manufacturers<br />

This exquisite directory will bring the<br />

world’s finest jewelers directly to you! Featuring<br />

fine jewelry of all types including:<br />

• Beads • Diamonds • Gemstones • Gold<br />

• Silver • Much More! The suppliers list<br />

their names, addresses, websites and specialties.<br />

All feature high-end quality jewelry that is<br />

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view the thousands of suppliers listed in this brand new directory. If<br />

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you must order this directory!<br />

Order No. FJ $29.95<br />

Business Directories<br />

Hobby & Craft<br />

Suppliers Guide<br />

The crafts industry is one of the hottest-growing<br />

segments in the marketplace<br />

today. Scrap-booking, painting,<br />

needle-crafts and sewing are hobbies<br />

that are sweeping the nation. We have<br />

compiled the ultimate directory of<br />

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for this huge industry.<br />

• Art Materials • Baskets • Beads/<br />

Trim • Ceramics • Dolls • Fabrics •<br />

Floral • Holiday • Paint • More!<br />

Order No. AC $29.95<br />

Holiday Merchandise<br />

Wholesalers<br />

& Manufacturers<br />

Introducing our newest directory that puts<br />

the country’s largest suppliers of holiday<br />

merchandise at your fingertips. Seasonal<br />

merchandise is a mainstay of the industry,<br />

but up until now it was hard to locate the<br />

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your searching with one directory which includes all types of wholesale<br />

merchandise: • Bows • Candles • Cards • Costumes • More<br />

Order No. HM $29.95<br />

www.bizbooks.org<br />

Page 89<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 89

Wholesale Gift Guide<br />

A Great resource to locate higher end<br />

decorative merchandise. This gigantic<br />

400 page guide is the definitive resource<br />

guide to finding suppliers for gift products.<br />

Listed by category, over 4,000<br />

leading wholesalers and manufacturers<br />

servicing the gift industry are included.<br />

• Accessories<br />

• Collectibles<br />

• Floral<br />

• Gifts<br />

• Home/House<br />

You’ll refer to this on a daily basis to<br />

find new suppliers for products.<br />

Order No. GG Gift Guide $39.95<br />

Annual Guide to the<br />

Licensing World<br />

Here is an incredible Directory that<br />

guides you through the world of Licensed<br />

prod-uct merchandising. Need to know<br />

who owns a license? Who to contact to<br />

distrib-ute a licensed product? This book<br />

has all the answers and covers the entire<br />

world! Licensors: Listing of companies<br />

that are the agents and license holders.<br />

These are the sources that you would<br />

apply to if you wish to obtain a license to<br />

manufacture<br />

merchandise. Licensees listed here you will find the companies who<br />

distribute licensed merchandise. Full listings include categories of<br />

merchandise each company handles. Contact these companies to buy<br />

the licensed merchandise that they have manufactured. The licensed<br />

merchandising industry moves billions of dollars of products every<br />

year and is one of the fastest growing segments of retailing.<br />

Order No. 321 $249.00<br />

USA Mail Order Catalogs<br />

New for this year is a compilation of BOTH<br />

consumer mail order catalogs in addition to<br />

business-to-business catalogs in one huge<br />

volume! Part one of this incredible collection<br />

of mail order catalogs provides the<br />

most comprehensive look at the consumer<br />

catalog in the industry available anywhere.<br />

Over 7,000 consumer catalog companies<br />

are listed under 44 various product chapters<br />

from Animals to Toys and Games.<br />

Catalog size, number of catalogs mailed,<br />

sales volume and key executive names are provided for ease in marketing<br />

your products to these catalogs.<br />

The second part of this directory provides details on suppliers<br />

of everything from computers to laboratory supplies; office products<br />

to office design; marketing resources to safety equipment. Just about<br />

every kind of product or service that a business needs to operate is<br />

covered.<br />

Order No. 159237-156-6 1,900 pages $450.00<br />

BUCKS FOR BLING<br />

Sourcing For Jewelry<br />

Makers Directory<br />

Up-to-date and easy-to-use directory<br />

solving your jewelry materials sourcing,<br />

production and contracting needs.<br />

If you are considering your own line<br />

of jewelry items this is a must-have<br />

in locating materials and factories to<br />

produce it.<br />

Accessories<br />

Sourcing Directory<br />

The comprehensive directory provides<br />

you with direct sources for the designing<br />

and manufacturing of bags, belts,<br />

hats, shoes, gloves. You will find the top<br />

companies to help you produce your merchandise<br />

directly at their factories.<br />

Order No. 121 $150.00<br />

Order No. 122 $100.00<br />

1-800-635-7654 Business Directories<br />

Page 90 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE<br />

Page 90

APPAREL<br />

BUSINESS DIRECTORIES<br />

Fabrics, Services, Trims<br />

This up-to-date directory solves your<br />

production sourcing and contracting<br />

needs in the Americas. The sourcebook<br />

includes: sewing, cut-n-sew, and finishing<br />

contractors and apparel production<br />

services from within the U.S., Canada<br />

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factories are sorted by clothing classification<br />

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This directory will help you put your<br />

own designs into production.<br />

Order No. 0971486743 $125.00<br />

A complete and updated guide listing<br />

over 2,600 nationwide suppliers of all<br />

types of domestic and imported fabrics,<br />

trims and notions, plus forecast<br />

services, swatch design studios and<br />

more for the apparel and design industries.<br />

Listings include sales manager’s<br />

name, price points, minimums,<br />

etc. Fabric and trim manufacturers,<br />

converters, jobbers and reps are<br />

listed. This sourcebook provides you<br />

with MATERIALS and sources to<br />

make your own goods.<br />

Order No. 0971486735 $135.00<br />

Apparel Contractors (USA Edition)<br />

1-800-635-7654 Page 91<br />

Directory of Brand Name Apparel<br />

Manufacturers<br />

Updated and easy-to-use directory<br />

listing brand-name label manufacturers<br />

and importers in the women’s,<br />

men’s, children’s and accessory markets.<br />

Developed and targeted for store<br />

and catalog buyers to shop the apparel<br />

and accessory markets easily, there are<br />

over 2,800 brand name labels listed,<br />

broken down by types of apparel classifications.<br />

If you are looking for the<br />

SOURCES for brand name goods,<br />

this directory is for you.<br />

Order No. 0971486751 $135.00<br />

RN & WPL Encyclopedia<br />

A comprehensive listing of every Registered<br />

Number and Wool Product Label<br />

ever issued by the Federal Trade Commission<br />

to identify all sorts of goods imported,<br />

manufactured and/ or sold in the U.S. Over<br />

126,500 records including contact information<br />

for more than 31,500 manufacturers,<br />

importers and wholesalers of apparel<br />

and textile goods. Listings include where<br />

available: RN or WPL number, contact<br />

names & titles, street addresses, phone &<br />

fax numbers, website & e-mail addresses,<br />

type of business and product information.<br />

Order No. RN8. Directory $285<br />

Order No. RN8C Directory/CD Combo $475<br />

The Small Design Company's Guide to<br />

Wholesale Fabrics & Trims<br />

Upj-to-date guide created specifically for the smaller design houses and home sewing<br />

businesses. Directory lists fabric and trim companies that will sell to businesses that<br />

require 0 to 500 yards as a production order. Book lists low-minimum and in-stock<br />

fabric suppliers and all their contact information.<br />

Order No. A-106 $65.00<br />

Apparel Business Directories<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 91

FORUM PUBLISHING CO.<br />

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Books and Cassette programs are<br />

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guaranteed as represented in this<br />

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NAME _________________________________________________________________________________________________<br />

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What Books Would You Like?<br />

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SHIPPING<br />

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ALL ORDERS ADD $7.00 1st BOOK<br />

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DO NOT OR UPS ACCOUNT add shipping NUMBER ONLY charges<br />

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CANADIAN SHIPMENTS:<br />

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OUTSIDE OF USA:<br />

ORDERS CAN BE SHIPPED USING YOUR<br />

FEDEX OR UPS ACCOUNT NUMBER ONLY<br />

SUBTOTAL<br />

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1-800-635-7654 Order Form<br />

Page 92<br />

Page 92 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE39

THE ULTIMATE<br />

WHOLESALE RESOURCE!<br />

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• Free Monthly Trade<br />

Magazines<br />

• Articles For Your<br />

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Review<br />

• USA’s Leading<br />

Wholesaler Search<br />

WholesaleSources.com<br />

your search engine for everything wholesale!<br />

RETAILERS FORUM MAGAZINE | APRIL <strong>2020</strong> Page 93

APRIL <strong>2020</strong><br />

FORUM PUBLISHING COMPANY<br />

383 East Main St., Centerport, NY 11721<br />

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Page 94 APRIL <strong>2020</strong> | RETAILERS FORUM MAGAZINE

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