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Feb 17 2012
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business, entrepreneurs, independent retailers, retail, small business

Retail Groupies Enjoy Benefits

Laurel Tielis

While you don’t get to say “I’m with band,” there are a myriad of other rewards you get by becoming a retail groupie. When you join groups–whether buying groups or community groups–you grow your influence and increase your business.

Both kind of groups give you backup. As an independent, you’re always going it alone. As you well know, while there are advantages to being the decision maker, there are also challenges.

The best thing about owning a business is the ability to be nimble and quick; you can choose to do something without having to take it to a committee. But on the downside, when you make a choice, it’s all on you; no one’s got your back. When you become a member of a group, you keep your power but find allies. For most of us, that’s of major importance.

More Power, Less Stress

What are the key reasons to join a buying group? On the financial side, first and foremost, you’ll be able to purchase products at a lower price point. When it comes to payments, the clout of the group often leads to longer standard terms, and better discounts for prompt payments. Then there’s the possibility of co-op advertising, which means you get the word out at a lower cost. And should something go wrong (and things do), you’re not in charge of fixing it; there is a dedicated person to handle claims and save your sanity.

On the emotional side, being part of a buying group gives you the opportunity to get feedback from others who are in your industry, but who are not competitors. You can exchange everything from ideas about how to go forward to solutions to problems that are holding you back.

Raise Your Profile, Increase Your Sales

Becoming a member of a community organization–whether it’s the chamber of commerce,  the local chapter of a major nonprofit, or a home-grown charity that speaks to your business or your personal life–raises your profile and increases the level of trust others in the group feel toward you. The well-known formula for increasing sales and building business applies–Know you, like you, trust you, means people will buy from you. So joining any of these kinds of groups will help you do good and do well, a winning combination.

A bonus is you’ll meet other small business owners and learn about how collaborative and cooperative each is; that will give you excellent information about whether or not you want to partner with someone on a business event or a promotion.

Joining groups allows you to reach out to others while maintaining your independence, and isn’t that what everyone is looking for? How do you feel about groups? Have you had success by teaming up with others? Are there other, better ways, you get backup and support?

If you want more ideas about bringing in business while running a business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

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Jan 22 2012
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retail, business, small business, independent retailers

Retail Reversals and Rallies

Laurel Tielis

What’s greater than an electric company’s power surge and more forceful than a hot flash? The power of the people combined with the power of the purse.

With social media, consumers have a voice. And whether it’s the fight against SOPA, the Occupy movement, or retail arrogance, what they’re using it to say is, “I’m mad as Hell, and I’m not going to take this any more.”

Brands that don’t get It, will get it where it hurts. Look at Netflix, Bank of America, and Verizon. Not since the Three Stooges has there been anything so dopey. But while the Stooges were funny, these companies are sad.

As for Amazon, nobody likes a bully–whether it’s in the schoolyard or on the business playing field, Amazon showed it didn’t care at all about the little guy, which was an opportunity for everyone else to say they did. 

Successful Companies Understand Consumers Count

Today, the companies that will be around tomorrow, understand that  it’s a conversation between brands and consumers. Businesses can no longer make decisions without taking consumers into account.The Internet, and social media, make everything visible. There are no secrets. Everyone knows who’s naughty and who’s nice, and they respond accordingly.

That said, companies can make mistakes and learn from them. I think these two “retail rallies” have the potential for customer engagement and retention.

Some Retail Rallies

Target missed the mark when it overpromised and underdelivered on the Missoni collection. But now it’s back with The Shops of Target, a new promotion set to begin May 6th, where the retailer will be teaming up with five small businesses from across the country for a six week run. This is a win for customers who will be able to purchase special items, its a win for the boutiques, whose products will go out to an enormous audience, and it’s a win for Target–if the company executes it properly.

Walmart is also showing that it understands how to engage and retain customers. It made a good start when it brought back layaway for the Christmas season, and now it’s got a great promotion underway called Get on the Shelf. The company has created a contest open to anyone with a product that fits its product categories. Contestants need to submit an online video, and voters will select the three winners. Their products will be sold at www.walmart.com. The grand prize winner will also have his/her products sold in selected stores.

It’s an enormous opportunity for small business owners, it’s a great way for Walmart to position itself as a champion of the little guy, and it’s fun for the rest of us.

If  you want more ideas about bringing in business, I can heIp. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

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Jan 14 2012
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business, entrepreneurs, independent retailers, retail, small business

Have You Got a Big “BUT”?

Laurel Tielis

Two weeks into the new year is a great time to get started on making changes. After all, by now you’ve moved on from holiday-mode to really getting down to business.

Having a big BUT though, will get in your way. It’s the kind of thinking that is as unhealthy for your emotional well-being and business success, as obesity is to your physical health. When your mind substitutes BUT for ”sure,” or “good idea,” it gets in the way of your going forward. Here’s a simple test to see if you suffer from big BUT syndrome.

Do Any of These Excuses Sound Like You?

  • Social media seems to work for other people BUT….
  • Networking seems like a good idea BUT….
  • I know blogs bring in business BUT….
  • The store down the street wants to cross promote BUT….
  • I’d like to plan an event BUT….

Happily, there are ways to get past that big BUT. To maintain the weight analogy, dieters go wrong when they think in terms of the total amount of weight they need to lose, rather than thinking of losing weight one pound at a time. In the same way, it will be simpler, and you will be more successful, if you think about going forward one step at a time.

Simple Ways to Get Past that Big BUT

If you haven’t yet committed to social media, try choosing one form–maybe Twitter–to get familiar with. The sign up is simple, and you can start by following other people in your industry. Watch them to see what works for you. Then try tweeting those kinds of things yourself.

Networking is a great way to get ahead in business, and an easy trick to being successful at it is counterintuitive. If there’s a networking event that appeals to you, go on your own and get there early. That way, you’re sure to have it pay off.

By being one of the first arrivals, anyone else who’s there early will be eager to talk to you. By the time the mass of people arrive, you’ll be in conversation and comfortable in the crowd. People will come up to you to ask you questions, and guess what? You’ll have the answers.

Blogging is another good way to bring in business, and you don’t have to write lengthy posts to have a successful blog. Just like you curate the items you sell in your store, you can curate articles you’ve read online, write a quick synopis of each, and add the link. By sharing valuable information, you’ve taken a small step and made a big difference in your business. You’ve become an authority and as you know, people want to do business with authorities.

If you’re tempted by the idea of cross promoting, and you’re also interested in planning an event, combine the two for maximum results. Again, take baby steps. Try teaming up on a single, simple event like a coffee hour or a wine and cheese party, to see just how useful it will be to go further. Like the lottery though, you can’t win if you don’t buy a ticket. So go for something with little down side and lots of potential.

This year, everyone’s moving toward green. Give yourself the green light and move forward. Take a risk; get a reward. Here’s to losing your big BUT and increasing your bottom line.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

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Jan 02 2012
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Retail Moves from Bricks to Clicks and Back Again

Laurel Tielis

SAN FRANCISCO–Arkadi Kuhlmann, President and CEO of ING Direct, was in Union Square last week to launch the online bank’s new 17,000 square foot cafe, its eighth brick and mortar outlet.

While you can”t make a deposit or a withdrawal, you can grab a cup of Peet’s coffee, take advantage of the Wi-Fi, and enjoy face time with others.

Not only that, the bottom level of the three-story space is set up so that small business owners and non-profits can host meetings, free of charge, for as many as 40 or 50 people.

Why move from clicks to bricks? Isn’t business going in the opposite direction? As Kuhlmann put it, “People feel very disconnected; there’s a need for connection.” It makes sense, and it works out in dollars. ING has found that deposits have increased by about 10 percent in the cities where they have a physical presence.

Understanding the consumer is the secret of doing business today. People want what they want, where they want it, when they want it. The easier you make it for them, the more they’ll do business with you. If your goal is a successful business you need to be available instore, online, and via mobile.

Arkadi Kuhlmann, ING Direct with blogger Laurel Tielis

This is a good lesson for independent retailers, who have been resistant to selling on the Internet. And to be fair, getting started has been expensive and time-consuming.

Luckily though, as it’s become more important to have a website, it’s also become cheaper and easier to acquire one. In addition to eBay and Etsy, which have been around for a long time, but are clearly not right for all retailers, there now are a wealth of inexpensive ways for small business owners to sell online.

If you want to easily and inexpensively create a storefront with the look and feel of your four-walled store check out Goodsie.com, Shopify.com, Storenvy.com, and Weebly.com. If you’re interested in joining with other small business owners in your area, there are sites like UrbanSwipe.com in Albuquerque, and Shoppista, com, which I wrote about last year, in the San Francisco Bay Area.

Got merchandise you’re ready to move at a discount? Sales site LittleIndependent.com can help. If you’re in the bridal business, take a peek at NearbyRegistry.com, scheduled to open this year.

If you started with bricks, it’s time and past time to move to clicks; and as ING Direct has shown, clicks profit when they connect in person. Success today means taking advantage of every possible place and manner to sell your products and services.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

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Dec 04 2011
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How to Use SMS Marketing to Build Your Business

Laurel Tielis

You know how to KISS, don’t you? Of course, that means keep it short and simple (sweet helps, too), and it applies beautifully to SMS marketing–short message service or text marketing. SMS is an easy, effective, and inexpensive way to increase sales. That makes it especially good for independent retailers and entrepreneurs, people who don’t have a lot of time, money, or staff to help get their message out.

SMS is not only easy, effective, and inexpensive, it’s also great for Type A personalities, which tends to describe most independents. That’s because there’s an immediate response to your message, so you know if what you’re doing is convincing or needs to be rethought.

The Skinny on SMS Marketing

SMS marketing is sending out, or broadcasting, an ongoing series of advertisements about your business in the form of text messages. As you know if you text regularly, you get just 160 characters in which to tell your story. So you have to get really savvy in keeping it succinct while setting up a sale.

Mark Twain said, “I didn’t have time to write a short letter, so I wrote a long one instead.” Writing tight looks easy, but it takes time. SMS marketing should appear to be spontaneous or on-the-cuff, but like any other ad, you have to craft a quality message.

5 Message “Musts”

1. Every message must be well thought out.

2. Every message has to offer something that’s of interest to the recipient–What’s in it for them?

3. Every message needs a Call to Action. Do you want them to like you on Facebook? Come into your store? Buy your product or service? Ask them to and offer something in exchange. The more you target your call, the more you get exactly what you want.

4. Every message has to create a sense of urgency. Give recipients a specific time frame to respond. You might say “in the next two hours,” or make something available to the first 20 or first 200.

5. Every message needs to allow people to unsubscribe or opt-out. That way, they don’t feel invaded, spammed, or stalked.

Once you establish your writing style, you can start building your SMS list. Essentially, it’s the same as getting customers to subscribe to your email list. They opt-in when you offer something they want–a prize for the right answer to a question you posed, the privilege of being first to shop your sale, or a discount on a purchase. Then you keep up a flow of messages about business in general and your business in particular.

When you give people access, team it with information about the industry, and add the bonus of special benefits for them, you increase engagement and sales. That’s a win-win situation.

Please share your SMS marketing tips, tricks, and successes.

If you want more ideas about bringing in business, I can help. I’ve been a retail eporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

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Nov 27 2011
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business, independent retailers, retail, small business

Lights! Camera! Sales!

Laurel Tielis

I could tell you about the excitement in the air at San Francisco’s Westin St. Francis Hotel, when they unveiled a Christmas chateau complete with railroad. Or I could describe the glowing eyes of the children, and the enthusiasm of the adults at the  Fairmont Hotel on Nob Hill, because of the life-sized gingerbread house and the visit from Santa.

In either case, essentially what I’d be doing, is drawing you a word picture.  So wouldn’t it be simpler, and more effective, to show you?

People are tuned in and turned on to the visual; they get great pleasure from seeing things. If you want to convert lookers to buyers, at your website, through your social media, and in your store itself, play the game of show and tell.

Take pictures of your store and your merchandise.  Show photos of your staff, and most importantly,  satisfied customers. It doesn’t have to be a big deal. You can simply snap shots with your smartphone. You can even use it to make videos, which you can then post on YouTube, as well as on your website.

Good photos can even bring you media attention. I love the story of  how one smart small business owner got her store in front of two million readers without paying a penny, and got a website for the same amount of money.

Several years ago, an article in the Small Business section of the Wall Street Journal focused on the steps an Indianapolis retailer was taking to shore up seasonal sales. Impressed by the good-sized feature with several photos about gift, bridal, and home furnishings store, Charles Mayer & Company, I called the owner, Claudia Ryan, and asked her how she did it.

Claudia confessed she’d been interviewed twice for a feature, but the story was stalling. Finally, the reporter asked if she had good pictures of her store. Savvy enough not to say “no,” she queried back, “When do you need them?” then immediately called friend, and professional photographer, Mary Kissel. saying, “How would you like a byline in the Wall Street Journal?”

Mary saw the value of a credit in the country’s most-widely read newspaper, came right over and took the shots that sold the story. As for the website, Claudia’s son, a college student, set it up simply by using revolving photos of the elegant merchandise.

You, too, can tell your story and  sell your store by showing potential customers you’ve got what they need. Got some photo tips? Please share them here.

If you want more ideas about bringing in business, I can help. I’ve been a retail eporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

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Oct 30 2011
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business, independent retailers, retail, small business

5 Ways to Make Your Store Sensational

Laurel Tielis

Like it or not, if you want to bring more customers in, it makes sense (and dollars as well) to make your establishment sensational. That’s because statistics make it clear that more and more people are shopping on the Internet.

The Internet works for those who are time-deprived, and also those who want to save the last penny. But, luckily, they are not your customers.

There are lots of people who like to shop in stores. Think about the ladies who lunch, and see shopping as “dessert.” They’re your customers as long as you take care of them.

You’re losing business, though, if shoppers are going online because they’re disappointed when they visit your brick and mortar store. It could be by the service, or lack of same they’re receiving, or it could be because your store doesn’t appeal to the senses.

1. Make it visually enticing

Be sure your merchandise display delights the eye. Dress up your dressing rooms with hangers for customers’ clothing and accessories, a chair to sit on, good lighting, and a triple mirror.

2. Can’t you just smell success?

In addition to being visually attractive, the most successful retail outlets please people’s sense of smell. Ask any realtor who’s selling a house how vital aroma is to a speedy sale and the sale price. One of the first things a realtor does is scent the kitchen with cinnamon to make it smell like home and mom’s apple pie (even if mom wasn’t a baker). Merchants need to learn from that.

3. Good sound leads to a sound business

Background music can help you tell your story and sell your merchandise. Vintage clothing and accessories, for example, call for the rhythms of the 1930s and 40s, while children’s toys and games move to a different beat.

4. The real feel

A major reason people prefer to shop in a store, rather than buy online, is because they want to be able to touch the merchandise. So if you want shoppers to come in, and of course you do since people still buy more in-store than they do online, make things easily accessible.

Stocking items too high to reach, or too low for most people to stoop to, is neither in their best interests or yours.

5. A taste of honey brings in money

Bars offer happy hours for a good reason. They want to bring in customers at the end of the work day. You, though, can easily and inexpensively, make customers happy all day long. Offer sweet treats or mini munchies, along with coffee and tea. Hot drinks are sipped slowly, keeping customers in your store long enough to appreciate, and purchase, the merchandise on your sales floor.

I like these ideas because they’re easy, inexpensive, and effective. What tips and tricks do you use to appeal to shoppers?

If you want more ideas about bringing in business, I can help. I’ve been a retail eporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

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Oct 23 2011
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entrepreneurs, independent retailers, small business

Power Up Your Small Business with Publicity

Laurel Tielis

Want to bring more business in? Get the word out. Once you become publicity-savvy, you can gain visibility, credibility, and profitability without having to open your wallet.

Publicity beats advertising because it’s free. If you’re an entrepreneur or an independent retailer, “free” is probably one of your favorite words; “easy” and “effective” are most likely others. Today, getting publicity can be all three–free, easy, and effective.

Getting Publicity Has Changed

Back when dinosaurs roamed the earth, or about one dozen years ago in real time, getting publicity was a challenge. To attract the attention of a reporter you had to draft a press release, then mail or fax it off, and finally, follow up with a phone call.

Or, you reversed the process and made a phone call, most often reaching an answering machine,  left a message which frequently didn’t get returned, and then sent off a press release.  As the gag line went: With advertising you pay for it, with publicity you pray for it.

Then along came the Internet, and prayers “paid off” for publicists. Today, getting a company’s name out is a whole lot easier.

While being quoted in a major newspaper, an important trade publication, or on the air, is still a major hit, there are lots of other ways that a small business owner can get free attention and more business. Not only that, you have easier access to reporters and bloggers.

 Easy, Effective, and Free Ways to get Your Story Out

1. Follow a reporter on Twitter and when you have a story idea that would benefit readers, viewers or listeners, send a tweet. Sadly, you can’t send a direct message to someone unless they’re following you, but happily you can get anyone’s attention using @ and following with their user name.

2. Add a comment, and your web address, to online stories. It takes just a minute to sign in, and once you do you can get your name, and your targeted message,  in just about everything, including major publications like the New York Times and the Wall Street Journal.

3. Read a blog, and respond to what’s been written. Tell the author why you agree or disagree with the post. Stay on point, and if you have doubts about what’s been said, be pleasant in raising them. Again, almost all blogs accept relevant comments. For example, even if you never finished high school, you can post pertinent comments to blog posts on the Harvard Business Review.

4. Join the conversation on social media sites. It doesn’t matter whether you’re a fan of Facebook, LinkedIn, Twitter, Goggle Plus, or even all of the above, participate and you can get your name out and build your business. Heck, you can even  get rich and famous by working social media. Lift a glass, for example, to Gary Vaynerchuk, who shared his passion with wine to one and all online.

5. Speak up. It’s great if you have the time, and the chops, to stand in front of an audience and share information. But even if you don’t, you can still ask questions, or answer them, at lectures and conferences you attend. Make sure to say your name, and the name of your company, before you start. And once again, keep to the subject, then let people know about it everywhere you connect with others.

I find being patient, persistent, and pleasant pays off in useful publicity. How do you promote yourself

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

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Jan 18 2011
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business, entrepreneurs, independent retailers, retail, small business

The Care and Feeding of Customers

Laurel Tielis

For some retailers  it’s instinctive; they know intuitively that keeping customers happy will make them successful. I recently saw that understanding in action, when I visited the Hayes Valley branch of La Boulange, an 11-store bakery chain in the San Francisco Bay area.

The food is good, so there was a long line waiting to purchase sandwiches and pastries. A cashier was trying to ring up a sale, but the credit card wouldn’t go through. It wasn’t being rejected,  it just couldn’t be read.

No Luck? No Problem

Kelly, the assistant manager, was called over to the try the card again. No luck.  So she said, “I’ll pay it,” and swiped a store card. The customer was content, the line flowed, and I wanted to know more.

According to Kelly, it’s company policy to make sure that customers have a good experience when they visit La Boulange. Would she be second guessed later on, I asked? “No,” she said, “I haven’t been so far.” So kudos to Kelly for handling things so competently, and kudos to her manager Tom, for instructing and supporting his staff, in the right way to run a business.

Another Restaurant, Another Smart Solution

Mercury Cafe, also in Hayes Valley, offers free Wi-Fi, single drip coffee, excellent sandwiches on world-famous Acme Bread, and a mellow vibe. As a matter of fact, the vibe is so mellow that the help can forget about a customer’s order.

But I’ve seen Nick, the owner,  make sure than an unhappy customer is made happy by picking up the check, or by including a free pastry in a takeaway lunch bag. Clearly, he understands that every customer is valuable,  and that an unhappy one can be vocal.

By respecting their customers, these businesses  ensure that the only stories  told about them are good ones. From what I’ve seen, they listen, observe, and act with a combination of kindness and business smarts.

This makes so much sense. For a few dollars–the cost of doing business–no one’s feelings are hurt, no one’s patience is tried, and no walks away with indigestion.

Are your customers content with your products and services? Are your employees on-board in terms of offering kid-glove service? Is shopping at your store effortless?

If you want more ideas about bringing in business while running a business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

 


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Jan 06 2011
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Trade Shows Pay Off for Retailers

Laurel Tielis

Flying isn’t fun; hotels are expensive; and you’re needed in your store. Besides,verything is available on the web. So why go to a trade show? The answer is easy, to increase your sales.

Reach Out–Naturally

First, going to a show gives you a reason to get in touch with shoppers before you leave, reminding them about your business. Let them know through your website, e-mails, newsletters, and social media.

Ask, What do you need? What should I be looking for? Listen carefully to the answers and great things will happen: you’ll establish a focus group and create a community.

Face It–It’s All Personal

Build relationships and you build your business. A show offers face time. You can get to know heavy hitters at companies you deal with, without having to pass the dragons that guard their phones or e-mails.

Retailers you don’t compete with will be there, so you can talk honestly with them. They understand your challenges, and may be able to help. Over time, as you get to know others, you can think of putting together a buying group.

Publicity Hot-Spot

If you want to get the word out, create relationships with the media. They’re looking for stories at the show, so this is the time to tell yours.  Once you’ve offered useful information, you’ll become a source. That means they’ll reach out to you for future stories.

Use any print, video, or audio clips  in your ads, e-mails,  newsletter, blog, and your website. Having press means you merit press,  so let local outlets –newspapers, magazines, radio, and TV– know about the media attention.

Get The Skinny

Got questions? Join experts for the answers. As a seminar attendee, you’ll get all the advice you need—and you’ll get it for free. Speakers specialize in your arena and can help you move forward with your business. Don’t be afraid to speak up;  remember, you are the voice of all the people you buy for.

Ongoing Benefits

The advantages don’t stop when the show is over. Share your knowledge about the industry with customers and the media. Send off a press release (new is news), write an article, tweet, and host an event.

Front Row Seat

It’s great to watch dance on film, listen to music on your iPod, and see shows on television. But it’s even better to be in the room where it’s live. That’s the difference between buying online versus in person, and that’s why you want to get out and go!

If you want more ideas about bringing in business while running a business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

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