June 6, 2013
Metaphorically! Please, we don’t need people lighting fires at Target stores. Translation: Create a sense of urgency.
Retail buyers aren’t hurting for good products. They see awesome new products – all the time. So what’s stopping them from bringing your awesome product into their stores? Well, you failed to give them a deadline!
Create a sense of urgency with the buyers you are courting. Let them know what is coming down the pike – maybe it is a new product introduction, line extension or marketing activity. This last one is a buyerly favorite. Send a marketing calendar to buyers highlighting when you expect to be seen in any media outlet (e.g., a feature in Real Simple magazine, appearance on the Today Show, print ad in The Bump, coupon hitting Coupons.com). Not sure where to start getting in media? Get a free subscription to HARO (www.HelpAReporterOut.com) for press pitch requests.
In short, send retail buyers a calendar of the upcoming marketing you have planned such as ads, press, social media, direct mail and promotions. Or share with them news that you’ve landed a new retailer (which, if it is a direct competitor, will light a fire under this buyer!). Creating a sense of urgency generates excitement and may result in the buyer taking the step to get in the game.