Trying to find that sweet spot between mom and entrepreneur? Subscribe to The Mogul Mom's free weekly email and learn how to live & work happier, healthier, smarter & wealthier. I saw this ad in Baby & Children’s Product News and immediately tore it out and scanned it into my computer. Swaddle Designs is the company that created the ad and through the images and text, they market their line to retailers. Cleverly and concisely, I might add.
1. “Over 400 SKUs and growing” — this shows commitment and growth, exactly what a retailer wants to see if they are going to bring a new line into their store.
2. “Ask a Retailer Why They Love Swaddle Designs” — duh, could you possibly be more clever? Swaddle Designs lists 14 solid reasons why retailers love their line. Any questions? Didn’t think so.
3. Clear contact information AND a call to action — Swaddle Designs gives two easy ways for retailers to contact them and a solid call to action. “Ask about our Summer Promotion” is a great way to entice retailers and they know it.
When you’re selling a product, you can sometimes be nearsighted and only market to retail consumers. If you haven’t thought about marketing to retailers (also known as wholesalers, you’re missing out on a big segment.
How will YOU market to retailers?
A few trade media outlets you might consider, especially if you’re attending an upcoming trade show:
Baby & Children’s Product News
You might even consider tweeting about your product to:
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{ 8 comments… read them below or add one }
Love this add. You are correct, I’ve been focused on consumer materials and now as I’m adding sales reps and attending trade shows, I’m trying to refocus the message! Great timing for me! Thank you for sharing.
Awesome! Thanks for sharing this information, definitely need to be aware of my message to both consumers and retailers, especially since I am in search of retailers for my product.
Question: Does anyone know of a similar resource like “Baby & Children’s Product News” but for the maternity & nursing market space?
Cheers!
.-= LeNesha´s last blog ..Mothering My Ambitions as a Hybrid Mom =-.
Twitter: heathall
September 2, 2009 at 1:11 pm
Hi LeNesha,
I think your product would still be ok for Baby & Children’s Product News and Kids Today. They include stuff like nursing covers, bottles, Boppy Pillows, etc and would likely consider TummyTankz.
Heather
There is another excellent trade publication out there called Baby & Kids (http://babyandkidsmagazine.com/) which I’d highly recommend if you’re a manufacturer or retailer.
In my opinion, each trade publication serves a real purpose and I enjoy (and receive) each one. Baby & Children’s Product News tends to feature more “functional” products (ie strollers, carriers, etc), Kids Today seems to feature more juvenile furniture, accessories and “functional” products (again, with features on strollers, bedding, etc) and Baby & Kids seems more “gifty” (ie what you would see in a traditional gift shop such as stationery, personalized gifts, etc).
Heather, as someone who managed large trade shows that included companies from the juvenile industry, I feel you hit the nail on the head with targeting your advertisement to a retailer. Another reason that this ad is successful is its use of great quality images and its layout. The photos are inviting and shows the depth of their range of product and the layout is easy on the eyes and draws you in to learn more. Not text-heavy but does use its text very well.
Thanks for sharing, Heather!
Megy Karydes
Karydes Consulting
http://www.KarydesConsulting.com
Twitter: heathall
September 2, 2009 at 1:42 pm
Megy,
Thanks so much for sharing another trade pub–awesome. I agree with you about each one serving a purpose and I agree with you about the Swaddle Designs ad being effective through images and limited–but targeted–copy. The photos back up everything they said in writing.
I seriously tore the ad out of Baby & Children’s Product News immediately because it just stood out as the best example of marketing/advertising to retailers.
Thank you so much for taking the time to comment! I look forward to getting to know you!
Heather
Awesome presentation for Swaddle Designs! Wish I’d seen this post before our ad in Baby Shop Mag, ha! Next time!
thank you for laying it all with the arrows! it’s the little things that after you look at something for a long time you can’t figure out what else it needs. I have a new product coming out and this breakdown was very helpful.
love your blog – btw!
.-= susie shina´s last blog ..Take more breaks – Get more done! =-.
Thank you so much for the tips!
I have experience selling other people’s products on my online children’s boutique, but now am going to start selling my own products and would love to get it out there:)