| Amazing changes in the retail marketplace | | | | appetite for new products. Every year these |
| over the last 15 years has created new, | | | | cable television retailers search locally and |
| different obstacles to successfully launch a | | | | through on-air solicitations for fresh, |
| new product. Marketing romantics muse | | | | creative, new products that can be |
| glowingly about the old days when there were | | | | demonstrated in this powerful sales venue. A |
| supposedly multiple placement opportunities | | | | product that sells successfully on HSN will |
| in every level of retail. True, there were. | | | | soon be in demand on traditional retail |
| But on closer inspection, there are as many | | | | shelves.Years ago late night infomercials |
| options now, if not more.People and | | | | were the frequent butt of comic skits. Today |
| organizations are not usually open to change. | | | | major companies such as Proctor & Gamble, |
| Change is hard, requires a different thought | | | | General Motors and Estee Lauder utilize this |
| process, imagination, flexibility. In the | | | | sales venue. Hundreds of products are |
| 1980's there was a seemingly endless array of | | | | launched in short format infomercials each |
| local, regional and national store chains, | | | | year, and many succeed. These spots can be |
| including department stores, drug, discount, | | | | produced at amazingly affordable prices and |
| food, hardware and mass merchandisers. Most | | | | test media buys mitigate financial risk. Most |
| are now gone. They did not change.WT Grant, | | | | big box stores feature an area featuring the |
| Montgomery Ward, Venture, Ayr-Way, Gold | | | | "As Seen on TV" logo. It is much easier to |
| Circle, Hills, Super-X, Bambergers, B. | | | | penetrate the bureaucratic maze of a national |
| Altman, Bonwit Teller and Wannamakers are | | | | chain with a bit of proven success in |
| only a tiny sampling of strong store brands | | | | hand.Much as TV infomercials have |
| that no longer exist. The new big box chains | | | | revolutionized product marketing, an even |
| that have taken their place feature massive | | | | less expensive strategy can be undertaken |
| purchasing, merchandising and logistic | | | | utilizing print media. Main stream |
| assets. Certainly Wal-Mart, Home Depot, | | | | newspapers, magazines and print supplements |
| Macys, Walgreen and Kroger have earned their | | | | increasingly sell print |
| collective perches as dominating chains in | | | | |
| their categories.The question for small | | | | Advertorials. An Advertorial is an article |
| businesses and entrepreneurs is how to | | | | that reads and appears to be non-commercial, |
| successfully place product in these retail | | | | but contains a specific product message. |
| behemoths. And if they can't be penetrated | | | | These have been extremely powerful guerilla |
| what other options are available. The | | | | marketing tools, inexpensive, easy to monitor |
| difficulties of selling a short line or a | | | | and strong revenue generators.There are many |
| single item to Wal-Mart are daunting, but can | | | | other potential avenues to pursue in order to |
| be overcome.To successfully sell the big | | | | create sales traction for a product. |
| boys, you have to adjust, change your terms | | | | Publicity campaigns (have the advantage of |
| and conditions to fit theirs. The key to the | | | | being free), specialty catalogs, remittance |
| modern big box success is based on huge sales | | | | envelopes, commission sales coverage, and a |
| volumes, lowest price available and logistics | | | | customized web-site with an online |
| that enable ever-faster deployment of | | | | pay-per-click program are just a few.The old |
| inventory and resources. Software for | | | | days and stores are gone. We only have the |
| shipping and receiving is as important as | | | | new days and a whole raft of new |
| product features and benefits. You have to | | | | opportunities to utilize. Maybe Lowe's is not |
| have the capacity to participate in these | | | | the place to launch your product. Successful |
| advanced control systems.The inter-net and | | | | pursuit of a guerilla option will enable a |
| electronic media have created whole new sales | | | | product to develop a sales base, sales, |
| opportunities that did not exist a generation | | | | traction and growth. This will level the |
| ago. If Ebay counted all of the independent | | | | negotiating field when the big box |
| contractors they serve as employees, they | | | | presentation is made.Geoff Ficke is President |
| would be the world's largest employer. Over | | | | of Duquesa Marketing, Inc. an international |
| 700,000 entities now sell product through | | | | consulting firm with over 30 years experience |
| this vast, democratic, web community. Many | | | | in creating customized strategies and |
| make a full-time living from Ebay sales. This | | | | business plans, product development and |
| is an inter-net department store with an | | | | funding opportunities for entrepreneurs, |
| auction format. And there are dozens of other | | | | inventors and small business expansion. Mr. |
| targeted web-based sites seeking inventory to | | | | Ficke is also a Senior Fellow at the Page |
| sell as well.Home Shopping Network, ANC, Shop | | | | Center for Entrepreneurial Study at the |
| at Home and QVC are simply electronic | | | | Business School, Miami University, Oxford, |
| department stores and each has a huge | | | | Ohio. |