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