Take it and run with it!

Back in August of 2006, I wrote a post talking about promotion. I was responding to an article that was written by Rhonda Abrams for the Gannett News Service. The post talked about several things that all small businesses need to remember while promoting their product - in our case it is specialty coffee catering. Now that I have a chance, an opportunity really, to start over with Cafe Evoke Catering, I have been revisiting these tips and trying to run with them. Here is what she had to say in her piece: 1. Ask and ask again. If you’re a small retailer, you may be missing out on thousands of marketing dollars. Ask suppliers whether they offer co-op money to support your advertising. 2. Start small. If you’ve created a new type of pet product, it’s going to be a lot easier to land a promotion in a local pet shop than in a national pet superstore. 3. Start lining up promotions and co-op money well in advance. Promotions are decided upon many months in advance, especially at large retailers. You can’t approach a store in November or even September or October about Christmas promotions. Likewise, it takes time to get co-op money approved. Ask at least six months in advance. 4. Develop a good sales track record. Retailers only want to promote items they’re confident will sell well. Co-op dollars go quickest to those who have sold the most of a supplier’s products. This is a bit of a Catch-22, but you’ve got to demonstrate you can sell. 5. Build relationships. Get to know the people in charge of promos and co-op programs at the companies you do business with. Stay in touch with them. 6. Understand the costs. Promotions are not without costs. First, you’ll typically have to supply the retailer with a lot more inventory — often on a returnable basis or at your expense. The retailer may require a contribution for promotional or advertising expenses. 7. Support the promotion. Make sure you’re doing your best to promote the promo or special offer. Don’t just rely on the retailer. 8. Ask about off-site promotions. Some retailers participate in special sales activities off their store premises. An athletic shoe store, for instance, might have a sales booth at an event for runners. 9. Finally, don’t give up. Like all marketing efforts, success in promotional opportunities and co-op advertising takes repetition and persistence. Keep at it! As you can see, many of the tips are assuming you are selling a physical good - a piece of inventory for another retailer. We are not doing that so we have to adapt these tips to fit our circumstance. Over the next few weeks, I will go back to what this blog was all about - the journey of Cafe Evoke. I will talk about what we are going to do to gain market share in Oklahoma City and how we plan on changing the face of specialty coffee in our town, state, region, and beyond. We are not in this just to make money anymore. We have grown to love what we are doing some much that it is more than just a bottom line. It is a lifestyle, a passion, and a mad and desperate rush to help those in our community and those that are trying to make it just like we are in coffee producing countries. This is just the beginning of a new journey. We are taking our concept and running with it like it is the first and last leg of a 400 meter relay. ...be bold Tagged: cafe evoke, coffee catering, coffee, espresso, tea, oklahoma city, oklahoma The Global Exchange Fair Trade Store is your Online Source for Socially Conscious Gifts