The Zippy Brand just added a great new series – its unique design is perfect for today’s popular minimal, transitional, punky look. The displays arrive and you set them in Zippy’s branded display area and educate your sales team. All is going to be great! But hold on a minute? Do your key customers know that you just added this magnificent product to your showroom? When AB Killer customer enters your showroom, will they notice this new amazing series nested among your other branded displays? I think not.
The purpose of your never-ending journey to discover, sell and support the latest and greatest is to separate your business from your fast-following competition and keep your customers keenly aware that you are the primary source for your targeted market latest and greatest. Your educated client base feeds on new products and, if you position your showroom as the leader, they will be looking to you to keep them the know. Getting the word out is not complicated. I suggest doing the following:
- Designate an area in your showroom for new products. It should be close to the main entry or the area where most customers conjugate. The new products should be displayed on a table or a simple retail-tiered display. If an individual product is too large for the space, frame a vendor glory image and add a note on the bottom noting the product’s showroom location. Do not over think this. It is about getting the product noticed, not about the display itself.
- Use your email list. Send out a monthly email with new product images complemented by a quick brand note. Email service providers such as Constant Contact and Mail Chimp offer minimal templates that are simple to use.
The challenge is to make the time to set up the display, keep it current and build your new product monthly email. Heck, you might even find a vendor or two to share some co-op money.
Also published on the Decorative Plumbing & Hardware Association’s Connections Blog: Welcomed Thoughts from a Fellow (Jeff Valles): Do You Have Anything New to Show Me?