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ABC Is Right Around The Corner
August 14, 2008

It's that time of year again!  The ABC show in Las Vegas is rapidly approaching!

Every day I receive several e-mails from various companies about visiting them at ABC.  I'm actually not going to ABC because I'm not a buyer.  For those of you who may not know, I am a consumer relations manager for my family's business.  There are so many active family members that we each have delegated positions.  Some would say I drew the short straw.  But back to the e-mails...

Some of the company e-mails that I've received have been quite intriguing.  Some have included allusions to show specials while others have relied on the allusion to new and exciting products.  I'm not a manufacturer so I don't know what other types of tactics vendors can use to draw in buyers.  I was hoping that you, my readers, may have some insight.  One must be quite creative in order to grab buyers in such a saturated market.  I'm not asking you to share trade secrets, just ideas that have been generally successful even if only in the past.

I know that for me, as a recipient of these e-mails (again, not as a buyer), I enjoy the ones with fabulous photos.  Anything bright and eye-popping makes me want to buy!  I am also a fan of witty words, poems, and slogans.  Cleverness is often overlooked but, in my opinion, is the greatest way to hook a potential client as it is hard to forget one with wit and charm.

Retailers, what draws you to certain vendors pre-show?  I know that during the show some have snacks and what-not.  That's not what I'm talking about.  Is it a phone call from your rep?  An e-mail from the manufacturer?  A postcard that comes in with a stack of other post cards?  (Not that postcards cannot be a source of a clever hook, by any means!)  What works for you?

Is anyone out there?  Sometimes I feel as if I'm writing to a brick wall.  Buyers, retailers, and manufacturers, please say something.  Give me a hint as to what works.  I'll be waiting.

Posted by Kelly Nelson on August 14, 2008 | Comments (1)