Retailers Forum Magazine July 2022

retailers

VOL. 42 NO. 3

JULY 2022

Retailers

Celebrate Their

Independence

Connecting Wholesalers and Retailers Since 1981

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Page 2 JULY 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | JULY 2022 Page 3

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This is a Buying Guide for

RETAIL STORE OWNERS

Presented within the pages are the latest offerings from the country’s

leading merchandise wholesalers. The advertisers herein sell strictly

wholesale and require that you purchase with the intent of reselling

through retail channels.

HOW TO USE THIS DIRECTORY

☛ Locate the products that interest you.

See our product directory located on

pages 6 & 7.

☛ Make direct contact with advertiser.

Most will have catalogs and price lists

for you.

☛ Order your merchandise, which will be

shipped directly to your store.

CLICK ON BANNERS

IN SELECT ADS


TO GET FREE CATALOGS/PRICING

FORUM PUBLISHING COMPANY

383 East Main Street, Centerport, NY 11721

www.RetailersForum.com

CONTACT US:

TEL: 1-800-635-7654

FAX: 631-754-0630

Email: ForumPublishing@gmail.com


Sell to over 60,000

stores through Forum

631/754-5000

DRESS UP FOR

PROFITS!

Every Day’s A Treat!

COSTUMES ARE YEAR ‘ROUND MONEY MAKERS!

WHOLESALE

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100’S IN STOCK

All Occassions

Fast Same Day Shipping

Flat Rate Delivery

ADVERTISERS INDEX

PLEASE PATRONIZE THE LEADING WHOLESALERS

WHO ADVERTISE IN RETAILERS FORUM MAGAZINE

THE TRUSTED BUYING SOURCE FOR RETAIL STORES!

ADVERTISING

FORUM AD RATES .......... 09

RAMSONS IMPORTS ........ 03

SWEET WHOLESALERS ...... 15

TOP TEN WHOLESALE ....... 85

www.USACostumers

See our USACostumers.com

ad on page 20

Light Up Without

Lighting Up!

Full Service Wholesaler • We Ship Worldwide

LOGIC • WHOLESALE

Kits

• E-Liquids

• Disposables

• Atomizers

see our ad on page 57

H2 E-Cig Round

Mouth Atomizer

$1.85

Electronic

Cigarettes

5mL Bottle

E- Liquid E-Juice

for E-Cig $1.30

• E-Cig Batteries

E-Case w/2

Cigarettes + 1 USB

Charger $10.50

Always Be

Fashionable

E-Cig kit Includes 1 cig,

10cartridges, Wall, USB,

Car Chargers $6.50

FASHIONABLE

SALES

Round Mouth E-Cig

3.5ml Atomizer Set

w/Coil Heads $3.83

• E-Cig Accessories

See our ad on Pg 25

BLING IT ON!

HipWholesale.com

SHISHA Zero

Nicotine Disposable

E-Cig $3.45

www.Lightecig.com

We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE

SNEAKY SAVINGS ON SNEAKERS

See Our Ad on Page 41

JULY 2022

APPAREL

1 STOP WHOLESALE ........ 63

BLANK TEES. ............... 22

BOUTIQUE CLOSEOUTS. ..... 19

CLOTHINGWARE ........... 77

DD BULK ................... 46

FASHIONABLE SALES. ....... 25

FLIRTY WHOLESALE ........ 26

HEAVENLY SUITS ........... 18

SCARF WAREHOUSE ........ 49

STYLISH PLUS .............. 31

T SHIRT REP ................ 67

UIN DEALS ................. 39

UNIVERSE WHOLESALE. ..... 65

USACOSTUMERS.COM ...... 20

BOOKS

AUCTION BOOK ............ 84

BUYERS CONTACTS ......... 79

CLOSEOUT DIRECTORY ..... 82

HIDDEN WEALTH ........... 80

TRADE PUBLICATIONS ...88-94

WHOLESALE SOURCES ...... 86

CANDY

SWEET WHOLESALERS ...... 15

CELLULAR

CELLCITY.BIZ .............. 04

WHOLE-CELL .............. 78

Start.

Grow. See our ad on Page 59

Repair.

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BUSINESS

CONSULTING

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Our specialty is helping small and

mid-sized businesses achieve success.

Contact us for free consultation.

1-800-433-7002

info@ForumBA.com • www.ForumBA.com

Ad on Page 26

Does anybody

read these?

CALL 631-754-5000 and

you’ll get a FREE 3-mo.

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ASSORTED ITEMS

AUCTION FINDER ........... 58

BEAN WHOLESALERS ....... 24

DINO DROPSHIP . . . . . . . . . . . . 71

DOBA DROPSHIP ........... 45

EVERYTHING CLOSEOUTS ... 50

EZ DROPSHIP. .............. 76

FIND IT ASIA. ............... 87

MEGA UBID ................ 40

COMPUTERS

REFURB SHOPS ............. 60

CONSUMER ELECT.

FIND IT CHINA .............. 73

CREDIT CARD

PROCESSING

EXP MERCHANT ............ 75

#1

BUYING GUIDE

FOR RETAIL STORES!

DISPLAY/SUPPLIES

& SERVICES

AVVO .....................44

CC WAREHOUSE . . . . . . . . . . . . 81

E-STORE BUILDERS .........42

E STORE SIGNS .............51

E-STORE SITES .............68

FB CAMPAIGNS .............18

FORUM ADVISORS . . . . . . . . . . 26

FUNDING OFFICES ..........30

KWIK INC ..................52

PAYROLL HELPER ..........63

PROMOTIONAL REWARDS...32

PROTECTION PLANS ........62

RETAILERS BANK ...........72

SALES GROUP BAGS. ........24

SETON SIGNAGE ............83

WHOLESALESOURCES.COM ...

INSIDE BACK COVER

DROPSHIPPERS

DINO DROPSHIP . . . . . . . . . . . . 71

DOBA DROPSHIP ...........45

EZ DROPSHIP. ..............54

E-CIGARETTES &

SMOKE SHOP ITEMS

3’x5’Embroidered Flags $14.00 Each

ANYTIME CBD ..............02

View our 148 page Catalog online !

www.RIOhio.com

LIGHT E CIG ................57

LOGIC WHOLESALE .........69

Hat Pins $6.00 dz

Metal Signs

$5.50 Each

Belt Buckles

$36.00 dz

$9.00 dz

Playing Cards

$18.00 dz

$24.00 dz

3’x5’Embroidered Flags

$21.00 dz

$14.00 Each

$18.00 dz

USA VAPE DEALS ...........35

FOOTWEAR

5” Patches $36.00 dz

$39.00 dz

Tri-Fold

SNEAKER $36.00 dz CLEARANCE. $5.00 Each ......41

HANDBAGS

Leather Wallets $5.50 each

Garden Flags WindSocks

48.00 dz $48.00 dz

$18.00 dz

$21.00 dz

BAG $36.00 CLOSEOUTS ut 72 pcs ...........21

Magnets 3”x8” $18.00 dz

BAG VENDORS .............70

Garden $48.00 Flags

HEALTH dz

& BEAUTY

ZION HEALTH...............13

HOME & HOUSEWARE

DAKOTA STEEL ART ......16/17

MERCHANDISE REP .........48

RUG PROFITS...............53

RUSH SUPPLIERS ...........74

JEWELRY/

ACCESSORIES

BLING WHOLESALER ...BACK CVR

BODY CANDY HQ ...........37

BUND JEWELRY.............61

CLOSEOUTS FOR SALE. ......47

CUBIC ZIRCONIA ...........18

HEAVENLY WHOLESALE .....36

HIP WHOLESALE............59

JEWEL CLEARANCE .........22

JEWELRY MINERS...........55

SHAKE WHOLESALE. ........54

Min.Order

$150.00

Metal Sign

$4.75 each

$48.00 dz

$4.50 Each

NOVELTIES

3pc Magnet

$5.25 Each

CARTOON CONCEPTS ....... 56

$42.00 dz

Metal Plates

$27.00 dz

$15.50 Each

COOL GLOWING ............ 33

NOVELTY SELLER ........... 43

PPE SUPPLIES

PPE STOCKROOM. .......... 34

R/C & TOYS

8” x 12” Metal Signs

$39.00 dz

RC VARIETY ................ 27

$4.00 each

$30.00 dz 8” x 12” Parking Sign $18.00 dz

SOARING RC ............... 66

Leather Bracelet $18.00 dz

SPECIAL FEATURES

Patches $18.00 dz

Belt Buckles

WHAT’S HOT ............... $36.00 dz

1ut/5 dz Mood Rings $33.00 unit 12

Advertise in

Metal Sign

12”X18” $5.75 Each

See Page 9

12”x18” Metal Sign $5.25 each

BUSINESS BOOKS

www.BizBooks.org

Ring...Ring...

$36.00 ut/72pcs

Savings

for

Cell

$15.00 dz

$6.00 dz

See our Hat Ad Pins on Also Page 04

sold by the

Gigantic dozen! Selection

of Variety Goods

12” Metal Signs

12”x18” Metal Signs $5.00 Each

$5.50 Each

$15.00 dz

36 pcBiker Ring

FORUM WORKSHOP $24.00 ........ dz

Best Friend

28

Necklace

RAMSON’S

$39.00 unit

$24.00 dz/sets

Belt Buckles

See our Ad on Page 03

$7.00 Each

$42.00 dz

READER RESPONSE ......... 11

RETAILING NEWS ........... 14

TRADE SHOWS

ASD MARKET WEEK ......... 29

WATCHES & CLOCKS

TIME WHOLESALERS ........ 23

WATCH DEALERS ........... 38

WEDDING ITEMS

SMARTEST BARGAIN . . . . . . . . 20

WELCOME NEW

READERS!

ENJOY THIS ISSUE

DROPSHIP TO PROFITS!

Tri- Color Necklace $18.00 dz

1000’s of Items

See our ad on Page 45

WHOLESALERS:

Increase Your Sales

By Advertising Here!

631-754-5000

WIND SPINNERS

Sells Like

A Breeze!

DAKOTA STEEL

See Our Ad on Pgs. 16/17

VISIT FORUM ON

THE INTERNET

View our latest books at

www.bizbooks.org

WE HAVE BUYERS

Databases for ALL Industries

www.BuyersContacts.com

ADVERTISING INFORMATION

www.retailersforum.com

VOL 28 NO. 2

JUNE 2008

MARKETING TIPS!

MERCHANDISE SOURCES

RETAILING TIPS

SELL LIKE AN

EGYPTIAN!

Reach Active Buyers with our Print Readership

Plus over 265,000+ Page Views Monthly Online

✔ Apparel and Accessory Stores

✔ Card and Gift Stores

✔ Discount and Dollar Stores

✔ Distributors and Jobbers

✔ General Merchandise Stores

✔ Internet On Line Stores

✔ Mail Order Catalog Sales

✔ Novelty and Toy Stores

✔ On Line Stores

✔ Resort and Souvenir Stores

✔ Sporting Goods Stores

✔ Variety Merchandise Stores

✔ Wholesalers

ESTABLISHED IN 1981 as a buying source for store

owners and wholesalers, Retailers Forum offers advertisers

a large national circulation to showcase their products

and services. Many of our readers are located in rural

areas where access to merchandise is difficult, making our

magazine indispensable to their buyers.

Through our unique direct mail and trade show

circulation we constantly rotate our mailing lists, adding

new stores monthly enabling us to deliver new, fresh

buyers each and every month you advertise with us.

In addition to your print ad, your company will be

featured in our digital on line monthly version at

www.RFmagazine.com. Our online magazine produces

over 265,000+ page views monthly for our advertisers,

which is in addition to our print and mail distribution.

Your online ad will link to your website and email

address and we provide unlimited transfers from our

readers into your website 24/7.


383 East Main Street, Centerport, NY 11721


CONTACT US:

TEL: 1-800-635-7654

FAX: 631-754-0630

Email: ForumPublishing@gmail.com


retailers

ADVERTISING RATES

AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES

1⁄8 Page $400 $300 $275 $250

¼ Page $525 $425 $400 $350

½ Page $625 $525 $500 $450

Full Page $850 $750 $700 $650

2 Pages $1,350 $1,250 $1,150 $1,050

Prices shown per month, above rates include full color printing

ADVERTISING SPECS

1⁄8 Page: 2¼" high x 3¼" wide

¼ Page: 4‚" high x 3¼" wide

½ Page:

Full Page:

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred

PDF format in CMYK color, 300 dpi resolution only

✔ Monthly print and mail magazine

✔ Online magazine and search marketing

✔ Distribution at top trade shows

4‚" high x 7" wide or

9½" high x 3¼" wide

9½" high x 7" wide

FULL MARKETING PROGRAM INCLUDED >>

Printed Magazine

• Your ad is featured in our

printed magazine circulated to

buyers across the USA. Includes

distribution at industry’s top trade

shows.

Complete Digital Magazine

• Your ad runs on-line at

www.RFmagazine.com

• Over 265,000+ monthly

page views

• Active link to your website

Phone APP

• Your company included in our free

iPhone and Android APP. Imagine

YOUR company right

on the buyers phones!

Reader Response

• Generates leads from buyers interested

in your products through a

code placed in

your ad and on-line at

www.vendor411.com. Free for

all half and full-page ads.

Search Marketing

• Your company included in the

industry’s leading search engine:

www.supplier411.com

• Saturation marketing coverage on

our new wholesale portal: www.

wholesalesources.com

TOP INDUSTRY TRADE SHOWS 2022

JANUARY

Atlanta Gift Fair

Los Angeles Market Week

Philadelphia Gift & Variety Show

Seattle Gift Show

The Merchandise Center, IL

FEBRUARY

ASD Marketplace Las Vegas Show

Louisville Gift Show

Magic Sourcing Show

New York Toy Fair

Off Price Specialist Show

Rocky Mountain Gift Show

MARCH

Atlanta Spring Gift Show

California Marketplace

Dallas Apparel & Accessories Show

Greensboro Gift & Jewelry Show


APRIL

Hawaii Merchandise Expo


MAY

Las Vegas Licensing Show

New Orleans Gift & Jewelry Show

Northern Michigan Gift & Souvenir Show

Off Price Show NY TBD


JUNE

Dallas Gift & Variety Show


LA Fashion Market

JULY

Atlanta Gift & Home Furnishings

California Marketplace

Philadelphia Gift & Variety Show


AUGUST

ASD Market Week

Biloxi Wholesale Show

Louisville Gift Show

Off Price Specialist Show


Rocky Mountain Gift Show TBD

St. Louis Gift Show

SEPTEMBER

Asia America Wholesale Show

Dallas Home & Gift Show

Greensboro Gfit & Jewelry Show

Hawaii Gift Show

Norton’s Gift & Variety Show

Philadelphia Candy & Gift Show


OCTOBER

Dallas Apparel & Accessories Show

Las Vegas Souvenir & Gift Show


NOVEMBER

Gatlinburg Gift Show

Hawaii Merchandise Expo


Smoky Mountain Variety

DECEMBER

Grand Strand Gift & Variety Show



Our Large Holiday Issue Hits The Mails Before Thanksgiving to

Maximize Advertisers Results!

We provide physical magazines at shows or email free

digital magazine to attendees using Attendee database lists.

* Show schedules are subject to change without notice.

From the

PUBLISHER

Surging Your Summertime Sales

SUMMER is finally getting into gear

and it is always an exceptional good time

for retailers that specialize in fun-in-thesub

merchandise at their stores.

THOSE who sell recreational

equipment and supplies, summer

clothing and accessories and pool items

tend to do very well during this season.

And after a lengthy winter and damp

spring shoppers are looking for a great

shopping experience.

NOT withstanding the elephant in

the room: Inflation, retailers should still

have a decent season depending on what

their price points are. With consumer

confidence dipping we will see shoppers

buying less and they will definitely be

looking to stretch their buying power.

This is good news for discounters, flea

market vendors and mass merchandisers.

FOR those businesses whose sales are

not fueled by the season, this is the

perfect time to start working on your

holiday strategy. This year more than

ever we will need to get ahead of our

purchase orders as supply chain issues

and rising prices are indeed a real thing.

UNLIKE past years when you promised

to use your downtime to prepare for

the holidays, spend some time this

summer to develop ideas and practices

that will make your holiday season

profitable. Scout out new merchandise

and new suppliers to invigorate your

merchandise offerings. Use this time to

pre-write purchase orders and shop for

better pricing.

>> ON-LINE SOURCING

IF you just can’t get your head

into planning ahead then how about

creating ways to attract new shoppers

into your store now, rather than just

sitting watching an empty sales floor.

Create a reason to bring shoppers into

your store or on your website. A little

ingenuity could increase your sales. Your

store is open, using utilities, payroll and

overhead so make it pay!

WHY not add a small line of summer

fun merchandise into your store? No

matter what you sell you could add

some colorful seasonal goods into your

window displays and sales floor to attract

seasonal buyers. Shoppers will have

money to spend this summer and if

you add impulse items like pool toys,

water noodles, swim goods, shovel and

pails (you get the idea) you can increase

your profits and bring in new customers

during your off season.

THE best part of adding these items are

that they are inexpensive and you can

blow out any unsold goods at the end of

the season with a 50% off sale to capture

back your investment. Or you can donate

them to charity or send them back to

your stockroom for next year.

IN closing, we’d like to wish everyone

a happy and safe Independence Day

as well as extend our special thanks

and appreciation to all of the dedicated

service men and women who make our

freedom and independence profitable.

God Bless America.

The entire issue of

Retailers Forum Magazine

is posted on-line at


Includes: Website Links *

E-Mail Links * Printable PDF’s

ACCESS OUR MAGAZINE

FROM ANYWHERE 24/7

RETAILERS

FORUM

SALES & MARKETING

Gregory Brown

Tom Richards

Scott Savitt

Martin Stevens

OFFICE MANAGER

Leah C.

PRODUCTION

Lisa Maresca-Smith

CREDIT DEPARTMENT

Kristine Hines

CIRCULATION

Discount Reading Svc.

LITERARY STAFF

Patricia Luebke

Jason Meyers

Rachel Spearman

COLOR PRODUCTION

Anchor Imaging

PRINTING

Composing Room

ART DIRECTION

Gregory Stevens

Martin Stevens

OVERSEAS OFFICE

Trade Channel

N.W. Guineastr 30

2022 PA Haarlem

Netherlands

+31-23-531-90-22

Published Monthly by:

Forum Publishing Co.

383 East Main Street

Centerport, NY 11721

Tel: 631/754-5000

Fax: 631/754-0630

forumpublishing@gmail.com

www.retailersforum.com

41 Years

1981-2022

RETAILERS FORUM is published monthly at $75/year USA,

$125/year foreign.

Entire contents copyright ©2022 by Forum Publishing.

Publisher assumes no responsibility for contents herein.

First and third class postage paid at Centerport, NY. Bulk

mail paid at NY, Brookfield, WI and Hooksett, NH under

private mail indicia via publication mailing.

retailers

READER RESPONSE

FAST

FASTER

SUPER FAST

MAIL

Return This Form By Mail to:

FORUM READER SERVICE

383 East Main Street

Centerport, NY 11721

FAX

Complete & FAX

This Page to:

(631) 754-0630

ONLINE

Fill Out

Online Inquiry at:

www.Vendor411.com

Receive FREE Information on Products & Services in this Issue

ADVERTISER INDEX

BUSINESS SERVICES

HEALTH & BEAUTY

❑ All Advertisers in BUSINESS SERVICES

❑ 24. Forum Business Advisors

CREDIT CARD PROCESSING

❑ All Advertisers in CREDIT CARD PROCESSING

❑ 68. EXP Merchant

❑ 38.

EXS Credit

E-CIG/SMOKE

❑ All Advertisers in E-CIG/SMOKE

❑

➥

06. Anytime CBD

GENERAL & VARIETY

❑ All Advertisers in GENERAL & VARIETY

❑ 15. Palletfly

❑ 07. Ramsons

Look For Reader Response Banner in Our ADS!


❑ All Advertisers in HEALTH & BEAUTY

❑

08. Zion Health

HOME & HOUSE

❑ All Advertisers in HOME & HOUSE

❑ 23. Dakota Steel Art

JEWELRY & ACCESSORIES

❑ All Advertisers in HOME & HOUSE

❑ 05. Cubic Zirconia

WESTERN ACCESSORIES

❑ All Advertisers in

WESTERN ACCESSORIES

❑ 33. JR Palacios

FREE INFORMATION REQUEST FORM:

Fax: 631-754-0630 • On-Line: www.Vendor411.com

Mail: Forum Publishing Co., 383 E. Main Street, Centerport, NY 11721

Your Name ____________________________________________ Type of Business ____________________________________

Company Name ____________________________________________________________________________________________

Address ___________________________________________________________________________________________________

City ___________________________________________________State _____________________ Zip ______________________

E-Mail: ________________________________________________Tel _______________________ Fax ______________________

➥

WHAT’S HOT

For more information, contact:

www.LogicWholesale.com

SMOK ARCFOX 230W Starter Kit With TFV18 Sub-Ohm Tank

$ 54.95


www.RCvariety.com

S89 RC Drone RC Aircraft Mini Folding Altitude Hold

Quadcopter RC Toy Drone with Headless Mode

$ 39.64


www.Forum123.com

Tel: 1-631-754-5000


EVERYTHING E-CIG

THE electronic cigarette industry is here to stay! Many dealers have been slow to

move on these products because there was concern about regulations

and such, however we see now that the products are stable and the

customer base has grown tremendously over the last few years.

WHILE there are many great companies in this space (many of

them advertise in this magazine!) we’d like to introduce you to Logic

Wholesale, a trusted provider in this space since 2011. The company

welcomes wholesalers and offers fast worldwide shipping from their

USA headquarters.

THIS month’s special offer is the SMOK ARCFOX 230W starter kit

with a tank for just $54.95.

CHECK out the company’s huge line of eliquids as well as all types

of parts, accessories and kits that will sell quickly at your store or

online shop.

DRONE ON...MAKE MONEY

RC VARIETY is your #1 resource for everything remote control! With

the nice weather everywhere more people will be outdoors and

there is nothing more fun than radio controlled cars, trucks,

boats and planes.

WITH special new deals every week you will be the hit for

your shoppers when you’re able to offer them the latest goods

at the best prices. The company has hundreds of fast selling

items in stock as well as parts and supplies for all enthusiasts.

THIS month’s special is their incredible RC Drone Aircraft

Quadcopter with Headless Mode (that’s a mouthful!) This top

quality constructed hobbyist toy is only $39.64 while they last

and will make great additions to your store, flea market booth

or online site. Your customers will also enjoy the countless

other items at RC.

CLOSEOUTS MEAN CASH

AS retailers, whether we are selling in a physical location or online

we need to have the most wanted goods at the best prices. The

problem these days is that goods have been costing more and our

margins have been shrinking.

THIS is why we all need to add closeout merchandise into our mix.

Closeouts are simply goods that have been overbought, packaging

changed or from a business that ceased. You can buy first quality

items for pennies on the dollar...WHEN you know where to buy them.

Our CLOSEOUT DIRECTORY shows you where with our listings of

100’s of closeout dealers. Just $29.95 book or PDF.

Here at Zion Health we believe in the

Earth’s ability to heal. Made with 100%

pure Ionic Clay Minerals, our products

harness the powerof 57 trace minerals.

CLAY DRY

DEODORANTS

VOTED

NUMBER

ONE

Healing from the Earth

www.zionhealth.com

(650) 520-4313

info@zionhealth.com


These vegan deodorants are effective

and safe, containing no aluminum or

parabens while keeping you dry and

free of offensive odors.

GLYCOLIC

ACID MASK

This treatment focuses

on exfoliating, detoxing

and healing.

CLAY BRITE

MINERALS

TOOTHPASTE

VOTED

NUMBER

ONE

Our unique formula won’t miss

an inch, thoroughly cleaning

between teeth and beneath gums

to reduce the occurrence of

plaque, cavities, and inflammation

caused by trapped bacteria.

Our Shampoos

and Conditioners

includes more than

57 trace minerals

in pure form

that help prevent

color fading and

hair damage,

leaving your hair

soft and shiny.

SHAMPOO AND CONDITIONER


RETAILING NEWS

Importance of Connecting with Gen Z

CONSUMER expectations are rising as has been the importance of shared brand values, Qualtrics

company surveyed 9000 consumers across several age brackets to measure the importance on various

aspects of shopping. The data showed that Gen Z is the most likely to be upset by a negative interaction

with a company. Of course this group also gave the highest ratings to social media and retail stores.

HERE is the thing, whether you like social media or not, Gen Z consumers have grown up with it. It has

shaped much of their buying habits and perceptions. We may not like it, but the reality is that they are

particular shoppers who expect retailers to meet their specific needs. They also have the means and

willingness to publicly criticize a company due to negative interactions as well as switch to competitors

at the drop of a hat.

ISN’T this great for all of us retailers? These buyers have increased expectations around customer

service and response. They also place a lot of emphasis on brand values (potentially a real side effect

of the social media era). Apparently if you want to capture this audience you need to be on board with

social issues and connect your brand with them.

FOR Gen Z’ers maintaining a social media presence was the second highest way for brands to

maintain relevance with them. No other generation ranked social media this high. This alone dictates

that if you want to sell and keep the Gen Z buyers you need to step up your social media and perhaps

social causes game.

OR if you are like me you’d rather pass over this demographic rather than pander to them and focus

on shoppers who have loyalty, appreciate customer service and fair prices and keep their social issues

to themselves. Just saying!

Amazon Continues to Dominate

AS with many fellow retailers I am no fan of Amazon. I just never was. The warehouse shopping

“experience” is far from it. The continuous beat down of independent retailers who find it impossible to

complete against a company who doesn’t really care if they’re not all that profitable as long as they

can disrupt the competitors. But I digress. Whether you or I like them or not, they continue to overtake

more categories of the retail landscape.

AMAZON is now expected to pass Walmart as the largest U.S. retailer within the next two years. This is

a prediction by a leading analyst in the retailing industry and based on the exponential growth Amazon

has quarter after quarter.

ALL of this comes even during the inflationary times and supply chain problems we are having.

Amazon will soon hold almost 15% of retail share in the United States shrinking shares from Walmart and

Costco, and of course the independent retailers.

IN addition to growing the retail segments, Amazon has also overtaken much of the country’s

grocery business between their Fresh Brands and Whole Foods segments.

THEIR online grocery business has also been steadily growing its market share with sales volume gains

well over 100% over the last few years. Right now Walmart controls over 50% of grocery sales in the U.S.

but Amazon has been closing in rapidly and is destined to trim that number over the next few years.

For Late-Breaking Industry News Visit: www.RetailersForum.com

If It Affects Retailing We Report On It!


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Sometimes a line in a motion picture says it all.

For this article, the film is The Natural. Robert

Redford stars as Roy Hobbs, a baseball player

of rare ability whose life did not turn out as he

expected. In an opening scene, it is a spring day

in rural 1920s America. Roy is a school boy

growing up on the family farm, and his dad is

teaching him how to play baseball. His father

realizes, during a game of catch by the barn,

that Roy could be the greatest baseball star of

all time. The father, who expects to die soon,

wonders what to tell Roy to prepare him for the

rough journey ahead. He gives him this fatherly

advice: “You got a gift, Roy. But it’s not

enough. You got to develop yourself. Rely too

much on your gift and you will fail.”

forumworkshop

FORUM WORKSHOP

M A R K E T I N G S E C R E T S

MARKETING SECRETS

Making Your

Name Known with

Making Your Name Known with Self-Marketing

HOW TO POSITION YOURSELF FOR SUCCESS

SELF-MARKETING

My Niche is Better than Your Niche

How to Position Yourself for Success ❤ My Niche is Better than Your Niche

We are happy to confess that none of the strategies

in this article is our own. As wise King

Solomon said twenty-five centuries ago, there

is nothing new under the sun. This is not the

product of original thinking, it is something

better. What we have done is study the strategies

that savvy megabuck marketing departments

use to position their corporations above

the competition. We then took these proven

ideas and gave them a new twist. We applied

that research to the individual – be it a professional,

an entrepreneur, or a small businessperson.

All ideas were then tested for more than five

years. We used the self-marketing concepts to

attract clients to our respective marketing consulting

firms, and we used the strategies to win

customers for our clients. We did this through

the following: extensive consulting, conducting

seminars, and speaking to professional groups.

Here is a list of some who have profited:

Here is our pitch to you. If you have a service or

skill to sell, being gifted is not enough. If you

rely too much on being good at what you do,

you will fail. Gaining recognition is the way to

win new clients. It is essential to have an image

and a reputation that attract referrals, recommendations,

and results. Self-Marketing Secrets

will show you how.


accountants, agents, architects, authors,

bankers, brokers, builders, consultants, contractors,

dentists, designers, doctors, engineers, entrepreneurs,

financial planners, insurance

agents, inventors, lawyers, photographers, psychiatrists,

psychologists, real estate agents,

sales consultants, speakers, store owners, tax

preparers, etc.

Over and over professionals tell us, “I’m good

at what I do, but I don’t know marketing. What

can I do to win more new business?” We know

it isn’t easy, because we face the same challenges.

continued...

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forumworkshop

FORUM WORKSHOP

How do you do good work for the clients you

have and still find time to land more clients?

Plus, after you pay the bills, there’s no money

left for marketing. But there is an answer. We

will show you how with our 15-step Self-Marketing

Formula. Before we discuss the steps, we

need to examine the philosophy behind Self-

Marketing Secrets.

Debunking the Good Work Myth

A myth is a traditional story that concerns supernatural

events. Almighty Zeus, rewarding

good and punishing evil from his court on

Mount Olympus, was one myth the ancient

Greeks used to explain their world. Myths are

different from legends, which are about human

actions, and different from fairy tales, which are

inventions to amuse or to teach. Myths explain

what can’t be explained.

For many professionals, what attracts clients

can’t be explained, which is understandable.

Most are not formally educated in marketing.

If they are, this type of marketing is rarely covered

in college courses. Marketing a service is

different from marketing a product. For one

thing, profit margins are smaller and don’t

leave much room for marketing budgets. Even

if there is money, typical advertising sends out

the wrong messages. For many service firms,

hard-sell advertising just doesn’t look professional.

continued...

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When co-author Henry DeVries began to work

for a public relations agency, he wondered why

the firm was so successful. It was one of the

largest independent public relations agencies

in America. When Henry asked the president

why they won so many new clients, he was

told, “We do very good work. New business

just keeps landing on our doorstep.”

On the surface, this makes a lot of sense. Even

the Bible’s Book of Proverbs says, “Have you

seen a man skillful in his work? Before kings is

where he will station himself.” But doing a

great job will take you only so far. There is no

reliable source of information about who is the

best attorney, accountant, architect, and so on.

The best are not always in demand. People

don’t clamor for their services.

forumworkshop

FORUM WORKSHOP

Word-of-mouth advertising,

which we are told is

the best way to promote

your business, is very

logical. It explains things.

But it’s just not true. For

years, Hershey’s executives

bragged that wordof-mouth

was the only

marketing they needed to

sell chocolate bars, until they noticed how fast

Hershey’s was losing customers and market

share. Neither great chocolate, nor great work

alone, will do it. There is no Professional Services

Zeus who sends new clients to the

doorsteps of those who are good and thunderbolts

to the behinds of those who aren’t. Let’s

eliminate this myth once and for all.

continued...

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The Good Work Myth

It Is A Myth That If You Do Good Work,

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This myth assumes that quality of work is the

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Formula unless you are good. But how do people

judge quality?

To Know Me Is To Like Me

Based on classic persuasion research and practical

studies (commissioned for Henry DeVries’

clients), we believe that most people judge professionals

based on whether they have heard of

them or not. As long as what they have heard is

forumworkshop

FORUM WORKSHOP

positive or neutral, and not

negative, then recognition

is what counts.

Henry recently left consulting

to work fulltime with

an organization that has

just such a problem. Their

challenge illustrates the point we want to make.

The group is a not-for-profit, fraternal benefit

society called the Independent Order of

Foresters (IOF), and some of the examples in

this article are from this organization.

Interestingly, these Foresters have nothing to

do with trees. The name originated in medieval

England when a group of people who worked

in the forest banded together to help each

other’s families.

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FORUM WORKSHOP

forumworkshop

Established in 1874, IOF is a membership organization

that helps families. Only about five

percent of the population has heard about it because

the organization has never advertised or

promoted itself. The group hosts social activities,

participates in community projects, and

helps members in time of need.

For a family, joining

the IOF is a good

deal. But, remember,

being good isn’t good

enough. The IOF has

more than 1 million

members and $2 billion

in assets but faces

a major challenge in

recruiting new members.

When all of the

benefits for a family are explained and the

prospective members are told how little it costs

to join, this is what they say: “This is too good

to be true. If there was something this good out

there, I would have heard about it.” However,

the more they have heard about it, the more

willingly they are to join. This is called the

recognition factor.

The Recognition Factor

This Is How People Think: If I Have Not

Heard Of You, You Can’t Be Very Good.

Most businesses or consultants do gain a good

share of their work through referrals. People

recommend two types of professionals: those

they have worked with, and those whose

names they have heard a lot.

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forumworkshop

FORUM WORKSHOP

The converse to the recognition factor is also

true: If I have heard a lot about you, you must

be good. Remember though, it has to be positive

or at least neutral. If they have heard a lot

about you because you were just indicted for

tax evasion, that won’t help you!

People Hire People, Not Firms

About three years after he joined a big public

relations agency, Henry wanted to start a firm

of his own. He worried about how he would

get new business. Henry knew that there was

more to it than just doing good work. He had

an acute case of what teaching professionals

call “a need to know.” When your college professor

recommended a book, you probably

never read it. But when the professor said tomorrow’s

final exam would be based solely on

that same book, suddenly

you wanted to

read it very badly.

Or learning how to

sky dive might not

hold much appeal to

you, unless you

have a parachute

and your plane just

ran out of fuel.

That’s what is called

a need to know.

So Henry carefully analyzed his employer. It

was true the firm never promoted itself

through advertising, direct mail, or cold sales

calls. However, it consistently did other activities

to attract clients.

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forumworkshop

FORUM WORKSHOP

• The president had risen to the top ranks of

leadership in the local chamber of commerce.

• The senior vice president and partner was

appointed to a high-ranking county commission.

• Both principals were quoted extensively in

the media as industry experts.

• Both principals gave speeches to business groups.

• Winning awards was a high priority for the firm.

So doing good work was important, but

equally important was being recognized as a

leader in the profession. Henry then looked at

other firms and other professions. What was

different about this type of marketing over

product marketing? Traditional marketing

looks at the four P’s: promotion, place, price,

and product. One part of the company makes

the product and the other part of the business

sells the product. But what is the product of

service marketing?

It is people, namely

the principals of the

firm. A service firm

is of the product, by

the product, and for

the product.

A quote from author and cartoonist James

Thurber illustrates this point. A woman once

approached Thurber at a party and asked how

things were. “Things, madam, will take care of

themselves. It’s people who concern me.” And

it is the people who do the work that concern

the prospects. It is the coauthors’ opinion that,

even if you have twenty people working for

you, you have to sell yourself and not the firm.

This is what Self-Marketing Secrets is all about.

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forumworkshop

FORUM WORKSHOP

The Self-Marketing Secret

People Hire People, Not Firms.

You must Market Yourself As The Expert.

This is not a theoretical article. If anything, we

sacrifice explaining why self-marketing works

in favor of giving you more examples of how it

works. Perhaps when it comes to self-marketing

we are like the subject of Isaac Asimov’s

joke about Pierre Simon Laplace, the great

French mathematician and astronomer of

Napoleon’s day. In his book, Isaac Asimov’s

Treasury of Humor, Asimov describes what

“obvious” means to a scientist like Laplace.

“A professor of physics, deriving some profound

point of theory for the class, scribbled an

equation on the board and said, ‘From this, it is

Build Your Own

obvious that we can proceed to write the following

relationship,’ and he scribbled a second

equation on the board.

“Then he paused. He stared hard at the two

equations and said, ‘Wait awhile. I may be

wrong.’

“He sat down, seized a

pad and started to write

furiously. He paused for

thought, crossed out

what he had written,

and began over. In this

fashion, half an hour

passed while the class

held its breath and sat in

absolute silence.”

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forumworkshop

FORUM WORKSHOP

“Finally, the professor rose with an air of satisfaction

and said, ‘Yes, I was right in the first

place. It is obvious that the second equation follows

the first.’“ (From Treasury of Humor by

Isaac Asimov. Copyright 1971 by Asaac Asimov.

Reprinted by permission of Houghton

Mifflin Co.)

Laplace often wrote in Celestial Mechanics, his

five-volume book on how the universe functioned,

a mathematical equation followed by

the line, “From this it is easy to see,” and then

moved on to the next equation. But it was not

all that easy for the readers to see.

We hope it will be obvious why the Self-Marketing

Formula works. Diane used this formula

to found her public relations firm, the Gage

Group. In eight years the firm has grown from


just Diane at her

kitchen table to eight

employees in a riverfront

office building. Instead

of forming his

own firm when he left

the big public relations

agency, Henry joined

an advertising and public

relations firm that

specialized in handling

home builders. His mission was to use the formula

to diversify the firm. When he left six

years later, he was executive vice president and

the client list included Marriott, Sunkist, and

the Super Bowl. He helped the agency grow

from just over $4 million in billings and 10 employees

to more than $10 million in billings and

30 employees.

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FORUM WORKSHOP

forumworkshop

For all fifteen points in the formula, the authors

speak from experience. We have helped clients

put these steps into action, and we have done

them all ourselves. When we recommend that

you get published, we know that you can because

we have written books and hundreds of

magazines articles. We have spoken before

thousands at national conventions, extended

studies courses, chamber of commerce seminars,

and even the

local Lions Club.

We have worked

out way into the

boards of directors

of important organizations.

Yes, it is

hard work. But it is

worth it. And you

can do it too.

The Self-Marketing Formula

1) Research a target market

2) Determine positioning

3) Maximize memberships

4) Win awards

5) Become a quoted media authority

6) Become friends with the media

7) Publicize your name

8) Get published

9) Speak before prospects

10) Do charitable work

11) Form bonds through letters

12) Utilize direct mail

13) Try gimmicks

14) Use guerrilla advertising when needed

15) Have a plan

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FORUM WORKSHOP

forumworkshop

Target Marketing

When You’re Low on Ammunition

Target marketing, where self-marketing really

begins, means research. And research means

doing your homework. You need to determine

your Who, What and How: exactly Who your

clients are going to be, What you will offer that

will interest them, and How you will reach

them.

Harvey Mackay, in Swim with the Sharks without

Being Eaten Alive, says the Japanese have a simple

way of describing the typical American

marketing plan. “Ready? Fire! Aim!” We just go

out and do it, then we try to figure out what

went wrong. First we develop the product or

service, then we try to figure out who needs it.

Or maybe we try to create a need for it.

Most target marketing books and articles will

tell you to research what the clients want, then

tailor your service to meet those needs. For selfmarketing,

we say you must go even farther.

You need to make yourself an expert on the

subject; this research opens the door for all of

the self-marketing avenues.

Here is a case in point. Sales

trainer Tony Alessandra says

that “most people aim at nothing

and hit it with amazing accuracy.”

When he was a

university professor, he decided

to go into the sales training business.

Although he had been very successful

selling products door to door, Alessandra had

never taken a course in sales. But he did know

how to do research.

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FORUM WORKSHOP

forumworkshop

From reading and talking to salespeople,

Alessandra determined that there was a need

for an “honest approach to selling.” This was

the basis for his courses and subsequent book,

Non-Manipulative Selling. He did not limit his

research to what others had written about sales

training. He went far a field to other disciplines

like psychology. He found that most of the current

sales training information was based on

behavioral psychology of people like Pavlov

and B.F. Skinner, which uses psychology

against the buyer. Alessandra advocated a

more humanistic approach based on the teachings

of such people as Carl Rogers, which suggests

working with the buyer.

Today Alessandra is not only an expert sales

trainer, commanding fees of several thousand

dollars for a one-hour talk, he also is an expert

on how to develop a celebrity profile. He has

spoken at various meetings of the National

Speakers Association on the topic of how to use

writing, speaking, and serving as a media expert

to promote yourself.

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his date on why it takes her longer to order a

meal than it does to eat it. Sally explains, “I

want it the way I want it.” continued...

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forumworkshop

That says it all for target marketing research.

Find out who your clients should be, and find

out how they want it. This is called nichemanship.

Look at things like: age, sex, race, occupation,

education, income, activities, interests,

beliefs, & frequency of use of your service.

Then watch for

trends that concern

your niche of the

market by being an

avid consumer of information.

Segment

one particular specialty

and call it your

own. Promote yourself

as the specialist,

the expert, the authority.

Today’s consumers

demand more and more choices. Look

back 75 years ago and this just wasn’t so. Henry

Ford was a pioneer automaker. His assembly

line production set the market standard for efficiency.

But he did nothing for market research.

“You can have a Model T in any color

you want,” he used to say. “As long as it’s

black.”

The term market research scares a lot of professionals.

One objection is that they can’t afford it.

A second objection is that even if it is affordable,

you can never really know what people

want.

Let’s dismiss the second objection first. Some

question the reliability of surveys. How can we

base decisions on what a few hundred randomly

selected people say?

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forumworkshop

FORUM WORKSHOP

For a discussion of how sampling works, we

refer you to Glen Broom and Dave Dozier’s

book Using Research in Public Relations. But in

short, for people who challenge sampling, we

suggest that the next time they go in for a blood

test they demand that the doctor remove all of

their blood.

Others object that research cannot tell everything.

This is true. At best, research is a dim

nightlight that helps us grope our way through

the dark. It is like the true story about the

champion blind golfer who is willing to bet

money he can beat any pro golfer on the men’s

tour. He just wants to know what day at midnight

they want to tee off. A lot of professionals

approach marketing like golfing in the dark.

Wouldn’t it be to your advantage if you could

see better than the competition?


The first objection about price is easy to overcome.

We live in an information age. Investing

time in a trip to a good university library can

give you more information than you will ever

need. Read everything you can on your subject

and then analyze your findings, in writing, in

what market researchers call an analysis of secondary

research. In high school you called it a

term paper.

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FORUM WORKSHOP

forumworkshop

Let’s say your target market is families and

your profession is the law. First, what do families

want today? A review of the Reader’s

Guide to Periodical Literature reveals 46 articles

in the last 5 years. Some of these include:

• “Parenthood: A Special Report on Families

Today” Ladies Home Journal, June 1990

• “The Future of the Family

(Results of a Survey),” Parents, January 1990

• “This Is What You Thought: 93% Say Strong

Family Ties Bring Happiness,”

Glamour, February 1989

• “Children of the Future

(Attitudes of Baby Boomers), Rolling Stone,

May 5, 1988

Next comes a review of books written on the

subject. You need to go to 2 places: a university

library and a well-stocked bookstore. On the

subject of family, for instance, a University of

California library lists 1,108 books with the

word “family” in the title. Most are at least 5

years old. For newer material, a trip to the

bookstore is in order.

The 3rd thing to

continually research

is the law

and how it impacts

families. We live in

a rapidly changing

world. New legislation,

court decisions,

and government policy can have

profound effects. You need to be a consumer

educator on what families need to know about

the law. Your industry’s trade journals have

everything you need.

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FORUM WORKSHOP

forumworkshop

Finding the information is not the challenge. In

fact we heard it said that the experience is more

like trying to get a sip of water from an open

fire hydrant. The hard part is making sense of

it. You must do the tough job of analyzing the

information and putting it in terms people can

easily understand.

Positioning in the Prospect’s Mind

If you haven’t already, read Positioning: The Battle

for Your Mind and Marketing Warfare by Al

Reis and Jack Trout. For a good summation of

positioning, we refer you to the classic text:

Contemporary Advertising by Courtland Bovee

and William Arens. Positioning has become a

buzzword in marketing and advertising circles.

The authors demonstrate the concept by asking

a few simple questions. Who was the first person

to fly solo across the Atlantic? Charles

Lindbergh, of course. But who was the second?

Not so easy. Who was the first person to walk

on the moon? Neil Armstrong made that one

small step for man, one giant leap for mankind.

But who was the second man to walk on the

moon? The first person to occupy a position in

the prospect’s mind is going to be hard to dislodge.

Reis and Trout compare the mind to a memory

bank, with slots and positions for every bit of

information to retain. But unlike a computer,

which has to retain information fed to it, the

mind does not. As a defense mechanism, the

mind screens and rejects the flood of information.

The mind keeps what agrees with its prior

experiences and filters out the rest.

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FORUM WORKSHOP

forumworkshop

To store the information, the mind ranks products

and brands. Visualize a series of ladders.

Say computers, and people think of IBM on the

top rung. For electronics, it’s Sony; for automobiles,

it’s Mercedes.

For self-marketing, it is critical that you earn

enough recognition to make it onto the ladder

for your category. The mind does not have

room for things new and different, so you must

relate them to the old. This is where nichemanship

comes in. As an architect, you will be put

on the architectural ladder. Frank Lloyd Wright

is probably on the top rung. But you can be

known as the architect who specializes in designing

1990s versions of Victorian homes.

Let’s take law as an example. For years the top

rung probably belonged to Melvin Belli, the attorney

known as the “King of Torts.” In her

book Expose Yourself, former journalist turned

public relations consultant Melba Beals describes

how she

helped create this positioning.

But there is

lots of room on the

ladder. Describing

yourself as the

Melvin Belli of sexual

harassment cases

is not a bad strategy.

A good example of this is Dr. Joyce Rebhun, a

former IRS tax attorney who calls herself a tax

therapist. “I knew from studying marketing in

college you have to differentiate yourself,” says

Rebhun. “There is already a glut on the market

of tax attorneys.”

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FORUM WORKSHOP

forumworkshop

Rebhun decided her target market would be

those who have emergency tax problems with

the IRS. Because she only handles crisis cases,

she has been featured in numerous newspapers

and magazines articles, as well as on TV

news shows. She runs ads in newspapers with

her photo and headlines that read “You Don’t

Need to Lose Your Job – Family – Sanity Because

of the IRS.” Her phone number is

1–800–000–0000. She may be on the crowded

lawyer ladder, but she definitely has clearly defined

her own rung. Even in

her promotion, she never

forgets positioning. She is

starting a syndicated newspaper

column called “Ask

Dr. Joyce,” which she describes

as the “Dear Abby of

the tax world.”

Positioning Strategies to Consider

Each positioning strategy must be special. This

will be the mental hook your prospective

clients and the media use to attach you to the

ladder in their minds. Here are several strategies

to consider as you do your homework:

• Service expert – the Nordstrom of ...

• High-quality expert – the Rolls Royce of ...

• Low-price expert – the Rent-a-Wreck of ...

• Fitness expert – the Jane Fonda of ...

• Educated expert – the Harvard of ...

• Low-calorie expert – the Lean Cuisine of ...

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FORUM WORKSHOP

forumworkshop

You also can position by single or combined demographic

group. You can be the women’s expert,

the senior citizen expert, the Asian expert,

or even the Asian women’s senior citizen expert.

Geographic considerations like the Gulf

Coast expert or Seattle expert, or industry considerations

like the hotel expert or auto-wrecking

yard expert should also be considered in

your positioning.

An important final point – a positioning statement

has to be brief. “Light, tight, and bright”

is how one magazine editor describes it. Your

positioning statement will not

define the total you. We are all

complex creatures, and volumes

would not do us justice.

Don’t worry, you can and probably

will need to handle other

types of business and clients. However, the positioning

is the slot that will get your name remembered

in the prospect’s mind.

Top Self-Marketing Secrets

HOW TO POSITION YOURSELF FOR SUCCESS

1. Don’t believe the myth that if you do good

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2. People only believe you are good

if they have heard of you.

3. People hire people,

so you must market yourself.

4. Do your homework to find out

who you should market to and

what they want from your profession.

5. Determine a positioning strategy

that will differentiate you from

everyone else in your service category.

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FORUM WORKSHOP

Don’t Join Any Club That Would

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SEVEN PRINCIPLES FOR MAXIMIZING

MEMBERSHIP OPPORTUNITIES


How much do you expect to get from the membership

dues you pay to join a business club?

One man got $200,000 and enough linkages to

launch a business. He was

seeking capital and a seasoned

manager to propel

his 2-year-old company

into production. He found

both the money and the

man he was looking for at

a local venture capital

club, a new breed of organization

evolving throughout the country

during the past few years. Not only do the

clubs welcome venture capitalists and entrepreneurial

jobs, and service providers such as attorneys,

business plan consultants, and

accountants seeking to expand their client base.

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clients through contacts he has made at venture

capital club meetings.

It pays to be a joiner. To advance your career or

build clientele, it’s essential to take part in professional

groups. Work toward becoming a

leader of one or more clubs; do that by joining

the right committee. Do some homework before

volunteering. Determine the chairpersons

and members of various committees, then join

those comprised of people with whom you

want to form linkages.

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Committees give you a chance to show your

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to get to know all of the members.

Use your status as a group member to seek advice

from key players inside and outside the organization.

Here are some recommendations to

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Principle One:

Aspire Higher When Joining Up

Try to join groups in which you are one of the

few representatives from your profession or

corporate rank, rather than organizations comprised

solely of professional colleagues.

It was Groucho Marx who sent the telegram,

“Please accept my resignation. I don’t want to

belong to any club that would accept me as a


member.” We don’t recommend being that

snobbish, but it pays to aim above your station

in selecting groups to join. If you know almost

everyone in a group, or everyone flocks to meet

you like a hungry car salesman when you arrive,

it is time to investigate other groups.

If you are a female marketing professional who

represents health care firms, it might be wise to

join a group of health care communicators. But

your time might be even better invested by

joining women in health care administration

so that you can get

to know, on a personal level, the

decision makers. You’ll learn the

hot spots within their organizations

that affect whether or not

there is the need or the budget to

contract for outside marketing.

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forumworkshop

And when you find a group to join outside

your profession, don’t always sit on committees

made up of others in your field. As a financial

expert, you won’t meet many you can

market your services to if you volunteer for the

finance committee – comprised of all the other

financial bigwigs in town. Instead, why not join

planning or program development and meet

others who may some day want to hire you?

Principle Two:

Let Someone Convince You to Join

Personal contacts made through these groups

prove to be invaluable assets to both your career

and your company or cause. So before you

sign up, put on your Sherlock Holmes hat and

do some sleuthing.

Set up an informational interview

with the head of

the organization or the

membership committee

chair to see how you will

best fit in. Ask colleagues

and industry leaders for

their opinions of the group.

When one public relations professional wanted

to move in new circles, she knew she should become

involved in the chamber of commerce.

Rather than joining the obvious – the marketing

committee – she set up an informational interview

with one of the chamber’s vice presidents.

During their 45 minutes, she explained her

goals to more aggressively position herself and

her company and to learn more about her city

and its business community.

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forumworkshop

The time they spent together gave the vice president

a chance to get to know the potential volunteer

on a personal level. A week later she

called back and asked her to serve on a new

committee that would provide a grant to an upand-coming

woman-owned business. Serving

on the committee were extremely well-known

women in the community – just the type of

leaders the public relations professional

wanted to meet.

When you are checking out a group,

some key points to determine are:

size of membership; image within the

community or industry; “known activists”

within the organization in leadership

positions; your ability to obtain high visibility

If the group appears

worth your

time and energy,

proceed to the 2nd

step. Attend a meeting

and approach

one of the group’s

friendlier leaders.

Tell the leader you are impressed by the good

things you have heard about the group. Then

ask if it is a good group to join. Let the leader

sell you on joining the group. When you join,

tell the membership people that this leader convinced

you to join. This serves 2 purposes. It allows

you to break the ice with a key leader.

Then when you join, the leader feels responsibility

toward you. After all, it was thanks to the

leader that you joined the club.

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Page 72 JULY 2022 |

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Principle Three:

Mingle, Mingle, Mingle!

It is more important to attend a club’s social

hour than the meeting itself. When pressed for

time, you’ll make more contacts and perhaps

even learn more if you arrive promptly for the

social period and cut out before the speaker.

What is the best way to work a room?

Make a sport of it. The following

6-point plan of attack works best:

1. Think gamesmanship.

Make a “beat-the-Clock”

game out of mingling and

see how many potential

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each club meeting.

2. Surpass personal best. Prepare for the game

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You can introduce each other to potential linkages.

4. Use zone coverage. If several people from

the same company attend an event, spread out

at various tables. This forces you to meet more

people. Often a company will “buy a table” of

8 or 10 seats. It is fine to symbolically buy the

table, but ask to distribute the people to different

tables.

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FORUM WORKSHOP

forumworkshop

5. Go head-to-head. When seating is unassigned,

choose your table with purpose. Read

the room as if you were San Francisco 49ers

Quarterback Joe Montana studying the defense.

Size up the people sitting at the various

tables and choose the table with the most potential

alliances. Even be “sly” – just happening

to sit with someone you have been wanting

to meet.

6. Take rookies under

your wing. Appoint yourself

unofficial welcome

wagon. Watch for newcomers,

visitors, and other

disoriented folks. Greet

them and make them feel

at home. You probably will

make some friends for life.


Principle Four:

Let a Staffer Be yOur Guide

Do your homework before joining a group by

forming a linkage with the key staff person.

Large, established groups often pay someone

to handle logistics and finances. This person

can be a valuable ally, because he or she can

suggest which committees would be beneficial

and which to avoid. A staff person also can get

you quick information you desire about club

members and programs. Plus, if your name is

on the staff person’s mind, you may be recommended

when others are seeking information

in your area of specialization.

continued in next issue ...

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The Complete Guide to Making Money at Auctions!

AUCTION

SOURCES

REVEALED!

The Auction Buyers Directory

providing Names, Addresses, Phone numbers and ALL the Information You Need

to locate Auctions throughout all 50 states

Government agencies continually seize billions of dollars of illegal merchandise. Due to this enormous

backup of inventory, government and private auctions liquidate billions of dollars in property, luxury

vehicles, boats and even airplanes for pennies on the dollar. Knowing where and when these auctions

are held is the key. Auction Buyers Directory gives you the key to these auctions!

➫ Vehicle Auctions

➫ U.S Marshal Auctions

➫ IRS Auctions

➫ State Surplus Auctions

➫ U.S. Customs Auctions

➫ U.S. Postal Auctions

➫ County Sheriff Auctions

➫ SBA Auctions

➫ FDIC Auctions

➫ Urban Housing Auctions

➫ Land Management Auctions

➫ Private Auctions

This comprehensive directory offers tips and tools of the trade designed to make your auction buying profi table. Whether you’re buying

for your own use or for resale, this directory offers guides to make your bidding successful. This directory gives you all the information and

sources you will need. Once you have the sources you can use them over and over, and there are never any additional charges.

ORDER TODAY TO CHANGE YOUR LIFE TOMORROW!

$39.95 + $7.00 postage = $46.95

www.Forum123.com



The Retailers

Source Guide

for Products!

THE BEST WHOLESALE SOURCE GUIDE

RETAILERS RESOURCE GUIDE

Thousands Of Suppliers At Your Fingertips!

• Apparel

• Defense Products

• Electronics

• Fragrances

• General Goods

NOW YOU CAN OWN

AVAILABLE!

HELPS YOU LOCATE THOUSANDS OF SUPPLIERS

AND PRODUCTS ACROSS THE UNITED STATES!

• Sports Items

• Sunglasses

• T-shirts

• Toys

• Watches

CALL TOLL FREE: 800-635-7654

• Gift Items

• Housewares

• Leather

• Jewelry

• Novelties

Mail Check or Money Order to: FORUM PUBLISHING • 383 E. MAIN ST. • CENTERPORT, NY 11721

ORDER NO. W-1 $29.95 + $7.00 Shipping = $36.95 * NYS Residents must add 8.75% sales tax

YOUR NAME______________________________________________ CHECK ( ) MONEY ORDER ( )______________

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This MonTh’s

Book Specials

New Titles Just Arrived in our Warehouse ~ Limited Quantities

Streetwise Business Series

SMALL BUSINESS

SUCCESS KIT

Book & CD gives

insider secrets and

strategies to start a

successful business.

includes forms,

legal advice and

schedules.

order no. 1-58062-

367-9 ... $24.95

BUSINESS

MANAGEMENT

Lay your foundation,

build your team and

manage your money

with this 350-page

business guide.

Covers every aspect

of management.

order no. 1-58062-

540-1 $19.95

BUSINESS

VALUATION

Proven methods to

easily determine the

true value of your

business or one

you are wishing to

buy! simple ways to

value AnY business.

order no. 1-58062-

952-0 $19.95

Internet

11 LAWS OF INTERNET

BRANDING

Be fast, be first to be

successful online. how

to build your company,

product or service into a hot,

profitable brand online!

order no. 0-06-019621-1

$21.00

MAKING MILLIONS ON THE

INTERNET

Complete idiot’s Guide

makes it easy and fun to

make REAL money on the

internet. includes tips and

tricks in simple language.

order no. 0-7897-2298-4

$18.95

FRANCHISE BIBLE

how to Buy one, or Franchise Your own business. over

300 pages written by a specialist that will save you

$1000’s in legal and research fee.

order no. 1-55571-367-X $24.95

SOLVE ALL YOUR MONEY PROBLEMS FOREVER

Achieve financial freedom with this life-changing

plan that will take away your money problems

forever -- and help you start a new life of ease

and comfort.

order no. 0-399-52378-2 $14.95

HOW TO ACHIEVE TOTAL SUCCESS

Master your mind to achieve everything

you desire. Win consistently with this

practical self-improvement book.

order no. 0-940398-19-2 $11.00

THE COPYRIGHT GUIDE

A friendly guide to

protecting and profiting

from copyrights. This

is a definitive guide to avoid

costly mistakes.

order no. 1-880559-43-9

$18.95

Closeout of the Month

SMALL BUSINESS LEGAL KIT AND DISK

over 400 pages of practical legal info, forms and agreements

for all size businesses. We bought closeout of these books

(c) 1995, but still loaded with relevant info. Disk is 3.5 floppy,

pages are slightly yellowed. Use just onE form and pay for

the book 3x over! Published at 19.95.

order no. 1-55850-701-9 $10.00

sPECiAL: Buy any other book on this page and take this one

for $5.00! LiMiT 5 CoPiEs to single buyer.

Page 88


Trade

MaGaZINeS

Trade Magazines

Swap Meet

This exciting monthly magazine

connects flea market vendors with

wholesalers across the United

States who specialize in supplying

merchandise and services to

flea marketers and swap meeters.

It provides excellent resources for

merchandise and each issue contains

a bonus Directory of Flea

Markets throughout the United

States, listed by state order and

includes full addresses, days of operation,

and details of each market.

Order No. SM-S ...Swap Sample ...$10.00

FREE 1 YEAR SUBSCRIPTION AVAILABLE AT

www.WholesaleSources.com

ADVERTISING SPACE AVAILABLE

Closeout News/

Wholesale

Merchandise


The Leading

Monthly Source

for Closeouts

and Surplus

Merchandise!

A long-time leader in the

closeout industry, this

monthly newspaper brings

you the BEST closeouts

and overruns on the market.

By using this powerful

buying tool, every month,

you will gain access to hundreds of new suppliers

who offer the finest selection of closeout (below wholesale) merchandise

available anywhere!

Find Apparel, HBA and Cosmetics, Electronics, Home and

Houseware, Fragrances, Jewelry, Sporting Goods, Tools, Toys,

Videos and DVDs, and more. For larger discounts, many dealers

sell pallet truckloads that will make you even more profits.

Order No. CNS - Closeout News - 2 Years (24 Issues)...$60.00

Retailers Forum

SoloMayoreo

“I Can Get

It For You

Wholesale”

Written in Spanish,

this big monthly

newspaper is the

best thing to happen

to Hispanic retailers!

Sources abound for

variety merchandise of all

kinds to fill store shelves

and flea market booths.

No. SOLO-S ...(Sample Copy) ...$7.50

No. SOLO-SUB..(12 Issues) ...$60.00


Retailers Forum was established

out of the need for product

sources among small retail

merchandisers. Each month,

Forum’s advertising pages feature

merchandise offerings

from the country’s !eading

wholesalers, manufacturers,

and jobbers.

Don’t confuse this

magazine with some

of the “opportunitytype”

publications offering

products that are outdated

and way over-priced.

These are real rock-bottom

wholesalers offering prices like

Videos at $1.25 • Sunglasses at $3.00/dz • Rings at $0.25/ea.

Buy where the retailing giants buy! The advertisers are professionals in

their fields, offering you variety, service, monthly specials, closeout specials,

and the lowest prices available. Best of all, they will ship UPS no

matter where in the United States your business is located. Minimum

orders are as low as $50.00 with many wholesalers. Many advertisers

offer further reduced rates for bulk buying at enormous savings to you.

Order No. RF-S - Sample Copy ...$10.00

FREE 1 YEAR SUBSCRIPTION AVAILABLE AT

www.WholesaleSources.com


Monthly

Newspaper

for Hispanic

Retailers

www.bizbooks.org

Page 89 89


USA Closeout Directory

Now, more than ever, it is essential for the success of your merchandising business to

buy goods at the lowest prices possible. Our bestselling

USA Closeout Directo-ry shows you how

and most importantly, WHERE. Hundreds of

closeout dealers specializing in selling goods

often priced as low as 10¢ on the dollar are

listed. Re-tailers, flea marketers, home party

plan sellers ...anyone who sells merchandise

needs this directory! Clothing • Electronics

• Jewelry • Toys • Watches • More!

Order No. 4 -

Closeout Directory - $29.95

Dollar Store

Merchandise Guide

The most complete directory of

wholesalers and manufacturers

in the USA specializing in dollar

store merchandise. Hundreds

of companies are listed with

complete contact information,

including the type of products

they sell. If you have a dollar

store, or are planning to open

one, this new directory is a must!

Order No. DSM • Dollar Store

$29.95

Toy Importers & Wholesalers

a s

This is the definitive guide for

finding toy suppliers. Features

over 156 pages of listings of both

importers and manufacturers.

Included are names, addresses,

phone and fax numbers as well

company websites and e-mail

addresses and descriptions of

lines carried.

Order No. TOY

$29.95

Directory of Smoke Shops

Our EXCEL Directory contains over 7,000

Smoke Shops/Head Shops in the U.S.

It includes key buyer’s names, personal e-mails

and phone numbers. This directory

is emailed to you in Excel format and is

updated regularly.

DIRECTORY INCLUDES:

• 7,000 Smoke Shops/Head Shops

• Phone Numbers

• Over 60% Have Personal E-Mails

• U.S and Canada

• Company Addresses

Order No. SSDB (Excel)

$399.00

Independent Sales Rep. Directory

The Independent Apparel Representatives and Multi-line Showrooms directory includes information on over 1,000

independent sale agents and multi-line across the USA. These agents and showrooms are critical to merchandisers

and manufacturers looking to connect with retailers to introduce their lines into the retail space. Includes valuable

information such as market focus, price points, territories served, number of locations, rep type, and specific brands

canied. In addition each record includes address, phone number, key contacts, website address, and e-mail address.

Arranged geographically, also includes an alphabetical index, a brand index, and a rep/contact index. Available in

printed book format or Excel.

Order No. SGREP-B Printed Book $359.00

Order No. SGREP-E Excel emailed to you $499.00

1-800-635-7654

Page 90


Business Directories

Imagine

a book

putting

1000’s of

wholesalers

at your

fingertips!

This is the

most accurate

and useful resource guide you’ll ever

own and refer to daily!

• Apparel • Electronics • Fragrances • General

goods • Gifts • Housewares • Leather • Jewelry • Novelties • Sunglasses

• Watches • Toys and more!

No. W1 Wholesale Sources $29.95

Auction Directory

Wholesale Sources

Jam-packed

with 1000’s

of wholesale

sources across

the USA

This is THE definitive guide to auctions!

It not only tells you WHERE

all the auctions are (all 50 states) but

also HOW to participate in the auction

process. Cash in on all government

auctions, housing auctions, jewelry,

cars, boats and more. Up-to-date

information gives you names, addresses

and phone numbers! And, unlike other

auction websites or programs that require

you to purchase updates or subscribe

to monthly or weekly pay-per-listing services, once you have

this book - You need to buy nothing else! It’s an incredible book you

can use minutes after you receive it. Change your life today. Buy a

home, car, or indulge in jewelry.

Order No. AUC- Auction Directory - $39.95

How to Find,

Sell and Broker

Surplus and

Liquidated

Goods

Hidden Wealth

With this authoritive Directory, you will

learn to turn pennies into dollars and get

goods dirt cheap ...even free! Written by a

retired liquidator, the author shares his well

protected secrets and workings of this extremely profitable industry.

Learn why those in the business have kept it confidential. You can now

have a piece of it.

Discover the proven techniques and see why there is no better

information anywhere at any price. Everything you need to succeed in

this high profit business is right here. Work full/part time from home!

Order No. 1-88422-24-2 Hidden Wealth $39.95

Jewelry Wholesalers

& Manufacturers

This exquisite directory will bring the

world’s finest jewelers directly to you! Featuring

fine jewelry of all types including:

• Beads • Diamonds • Gemstones • Gold

• Silver • Much More! The suppliers list

their names, addresses, websites and specialties.

All feature high-end quality jewelry that is

sold wholesale for resale. You would have to travel the world over to

view the thousands of suppliers listed in this brand new directory. If

you are in the jewelry business and looking for new, high quality suppliers,

you must order this directory!

Order No. FJ $29.95


Hobby & Craft

Suppliers Guide

The crafts industry is one of the hottest-growing

segments in the marketplace

today. Scrap-booking, painting,

needle-crafts and sewing are hobbies

that are sweeping the nation. We have

compiled the ultimate directory of

wholesale suppliers furnishing materials

for this huge industry.

• Art Materials • Baskets • Beads/

Trim • Ceramics • Dolls • Fabrics •

Floral • Holiday • Paint • More!

Order No. AC $29.95

Holiday Merchandise

Wholesalers

& Manufacturers

Introducing our newest directory that puts

the country’s largest suppliers of holiday

merchandise at your fingertips. Seasonal

merchandise is a mainstay of the industry,

but up until now it was hard to locate the

thousands of suppliers scattered across the country. We have ended

your searching with one directory which includes all types of wholesale

merchandise: • Bows • Candles • Cards • Costumes • More

Order No. HM $29.95

www.bizbooks.org

Page 91


Wholesale Gift Guide

A Great resource to locate higher end

decorative merchandise. This gigantic

400 page guide is the definitive resource

guide to finding suppliers for gift products.

Listed by category, over 4,000

leading wholesalers and manufacturers

servicing the gift industry are included.

• Accessories

• Collectibles

• Floral

• Gifts

• Home/House

You’ll refer to this on a daily basis to

find new suppliers for products.

Order No. GG Gift Guide $39.95

Annual Guide to the

Licensing World

Here is an incredible Directory that

guides you through the world of Licensed

prod-uct merchandising. Need to know

who owns a license? Who to contact to

distrib-ute a licensed product? This book

has all the answers and covers the entire

world! Licensors: Listing of companies

that are the agents and license holders.

These are the sources that you would

apply to if you wish to obtain a license to

manufacture

merchandise. Licensees listed here you will find the companies who

distribute licensed merchandise. Full listings include categories of

merchandise each company handles. Contact these companies to buy

the licensed merchandise that they have manufactured. The licensed

merchandising industry moves billions of dollars of products every

year and is one of the fastest growing segments of retailing.

Order No. 321 $249.00

USA Mail Order Catalogs

New for this year is a compilation of BOTH

consumer mail order catalogs in addition to

business-to-business catalogs in one huge

volume! Part one of this incredible collection

of mail order catalogs provides the

most comprehensive look at the consumer

catalog in the industry available anywhere.

Over 7,000 consumer catalog companies

are listed under 44 various product chapters

from Animals to Toys and Games.

Catalog size, number of catalogs mailed,

sales volume and key executive names are provided for ease in marketing

your products to these catalogs.

The second part of this directory provides details on suppliers

of everything from computers to laboratory supplies; office products

to office design; marketing resources to safety equipment. Just about

every kind of product or service that a business needs to operate is

covered.

Order No. 159237-156-6 1,900 pages $450.00

BUCKS FOR BLING

Sourcing For Jewelry

Makers Directory

Up-to-date and easy-to-use directory

solving your jewelry materials sourcing,

production and contracting needs.

If you are considering your own line

of jewelry items this is a must-have

in locating materials and factories to

produce it.

Accessories

Sourcing Directory

The comprehensive directory provides

you with direct sources for the designing

and manufacturing of bags, belts,

hats, shoes, gloves. You will find the top

companies to help you produce your merchandise

directly at their factories.

Order No. 121 $150.00

Order No. 122 $100.00

1-800-635-7654 Page 92


APPAREL

BUSINESS DIRECTORIES

Fabrics, Services, Trims

This up-to-date directory solves your

production sourcing and contracting

needs in the Americas. The sourcebook

includes: sewing, cut-n-sew, and finishing

contractors and apparel production

services from within the U.S., Canada

and South and Central America. All

factories are sorted by clothing classification

and by U.S. state or by country.

This directory will help you put your

own designs into production.

Order No. 0971486743 $125.00

A complete and updated guide listing

over 2,600 nationwide suppliers of all

types of domestic and imported fabrics,

trims and notions, plus forecast

services, swatch design studios and

more for the apparel and design industries.

Listings include sales manager’s

name, price points, minimums,

etc. Fabric and trim manufacturers,

converters, jobbers and reps are

listed. This sourcebook provides you

with MATERIALS and sources to

make your own goods.

Order No. 0971486735 $135.00

Apparel Contractors (USA Edition)

1-800-635-7654 Page 93

Directory of Brand Name Apparel

Manufacturers

Updated and easy-to-use directory

listing brand-name label manufacturers

and importers in the women’s,

men’s, children’s and accessory markets.

Developed and targeted for store

and catalog buyers to shop the apparel

and accessory markets easily, there are

over 2,800 brand name labels listed,

broken down by types of apparel classifications.

If you are looking for the

SOURCES for brand name goods,

this directory is for you.

Order No. 0971486751 $135.00

RN & WPL Encyclopedia

A comprehensive listing of every Registered

Number and Wool Product Label

ever issued by the Federal Trade Commission

to identify all sorts of goods imported,

manufactured and/ or sold in the U.S. Over

126,500 records including contact information

for more than 31,500 manufacturers,

importers and wholesalers of apparel

and textile goods. Listings include where

available: RN or WPL number, contact

names & titles, street addresses, phone &

fax numbers, website & e-mail addresses,

type of business and product information.

Order No. RN8. Directory $285

Order No. RN8C Directory/CD Combo $475

The Small Design Company's Guide to

Wholesale Fabrics & Trims

Upj-to-date guide created specifically for the smaller design houses and home sewing

businesses. Directory lists fabric and trim companies that will sell to businesses that

require 0 to 500 yards as a production order. Book lists low-minimum and in-stock

fabric suppliers and all their contact information.

Order No. A-106 $65.00

Apparel Business Directories


FORUM PUBLISHING CO.

383 E. Main St. Centerport, N.Y. 11721

T: 631-754-5000

F: 631-754-0630

E: ForumPublishing@aol.com

Credit Card ORDERS: 800/635-7654

FAX ORDERS: 631/754-0630

INQUIRIES: 631/754-5000

Website: www.bizbooks.org

Order by phone

1-800-635-7654

You’ll save time ordering by phone instead

of mail. Speak with our knowledgeable

salespeople who will assist

you in placing your credit card order. If

you have questions about our products,

call Customer Service: (631)754-5000

Mon-Fri 10am-5pm EST.

Your Name and Address

Order by mail

Please complete all information so we

can fill your order promptly. We gladly

accept checks, money orders and

major credit cards. If charging from

your credit card, please SIgn the order

form where indicated and supply

your complete number and expiration

date. Sorry we do not accept C.O.D

or stamps. Checks must clear bank

before orders can be shipped.

Order by Fax

631-754-0630

When charging purchases to your

credit card, it is easy to send us your

completed order form via Fax

Delivery Information

Books and cassette programs will be

shipped within 1-5 working days.

Allow 6-8 weeks for magazine subscriptions

Order Online

www.bizbooks.org

We download orders hourly and

process within 24 hours.

Sales Policy

Books and Cassette programs are

sold as information only and are

guaranteed as represented in this

catalog. All items in this catalog

are sold on a non-refundable basis.

NAME _________________________________________________________________________________________________

ADDRESS_________________________________________________________________________________________________

CITY_______________________________________________________________STATE

ZIP

PHONE NUMBER (_______) ______________________________ EMAIL ___________________________________________

What Books Would You Like?

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ALL ORDERS ADD $7.00 1st BOOK

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CANADIAN $4.00 EA. SHIPMENTS: ADD’L $11.00 BOOK 1st BOOK

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Orders for SAMPLE COPIES of magazines:

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DO NOT OR UPS ACCOUNT add shipping NUMBER ONLY charges

Payment Information Goes Here

CANADIAN SHIPMENTS:

$11.00 1st BOOK • $8.00 EACH ADD’L

OUTSIDE OF USA:

ORDERS CAN BE SHIPPED USING YOUR

FEDEX OR UPS ACCOUNT NUMBER ONLY

SUBTOTAL

NYS SALES TAX

SHIPPING

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CHECK MONEY ORDER AMEX MASTERCARD VISA DISCOVER

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SIGNATURE X ________________________________________________________

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ONLY ON NON-REFUNDABLE BASIS

1-800-635-7654 Page 3994

Order Form

THE ULTIMATE

WHOLESALE RESOURCE!

Instant

Access to:

• Free Monthly Trade

Magazines

• Articles For Your

Business

• Hot Products

Review

• USA’s Leading

Wholesaler Search

WholesaleSources.com

your search engine for everything wholesale!


JULY 2022


383 East Main St., Centerport, NY 11721

NYC’s Best Bling!

CHAINS • PENDANTS • BRACELETS • WATCHES

Famous

Celebrity

Clientele

30 YEARS OF CUSTOMER SATISFACTION • HIGHEST QUALITY • BEST PRICES

www.BlingWholesaler.

.BlingWholesaler.com

Retailers Forum Magazine July 2022

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