GAP Retail Today Tuesday December 19, 2006
 
   
   

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                 E-Tailer's Digest Issue # 1031

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Greetings...

Today we start a new series in time for the upcoming trade show season, which is big in January. Over the years, we have had many questions about exhibiting and attending trade shows.  We prepared a report entitled "Trade Show Tips & Pointers" which we have updated this year.  Check it our in Business Tips  

New list member Peter Freeman had some questions about their apparel operations in Member Posts.  In my opinion, a company should have an operations review every couple of years, just as they would have an audit of their financials.  The savings can be tremendous. 

How is the holiday season going thus far?  Are you ready to stay open 24 hours a day like Macy's is doing in NYC (Queens)?

Now, let's get to everything for the retailer.

Sincerely


George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, LLC

 


Unique Products... 

In today's world, thanks to communications and technology, global is a neighborhood, as neighborhoods were at the beginning of last century, albeit a much larger space.  Just as your grandfather knew his neighbors, so too should you know yours, no matter where they are in the world. 

Start out by saying "Welcome" in their native tongue.  Then say "Thank You" which are considered the two most important words in any language.  During the holidays wish folks who celebrate a "Merry Christmas" in 250+ languages and a "Happy New Year" in their language and dialect.
 

Click here to see these greetings.

Tips...

 

Trade Show Tips and Pointers

Since 1983 I have organized and conducted over 450 trade shows and seminars. We frequently consult with clients who are considering trade shows or seminars. Many folks ask for guidance on exhibiting, so we organized this document as a question and answer "interview.".

Introduction:

Here are some tips and pointers for exhibiting successfully at a trade show. Keep in mind, these are generalized comments. We usually come up with 50 or more tips for every client with whom we assist in planning and exhibiting at a trade show. You would be surprised at the little things people forget -- like pencils.

I don't care what kind of show it is, or where it is, you can generate traffic! All you have to do is plan.

Question: What do you think are the most common errors are that people make when setting up their exhibition space?

Answer: Not planning ahead. What is your goal with the trade show? Are you interested in meeting qualified prospects or merely gathering business cards (suspects)? You can buy a list of suspects much cheaper than exhibiting at a trade show. 

I'm not sure if you mean the physical space or the presence, but the answer applies to both. A lot of people think their presence at a trade show will automatically bring them business. Wrong!  Here are some points to consider:

  1. Where is your booth located? 
  2. What's the traffic like at the show and your location? Are you near the bathrooms or food booth (good) or in a last corridor (bad). 
  3. Who is the target audience coming to the show? Decision makers? 
  4. Do you have a list of last year's attendees and have you sent them a letter telling them where you are and what you offer? By the way, if the show does not give out that list to you as an exhibitor, don't exhibit. 
  5. Do you have something new to kick off at this show? 
  6. Did you notify the press of your press conference at your booth to announce something new? They will come and look forward to being there. 
  7. Did your partners and sales staff contact their top prospects to be sure they are coming to your booth? Did you coordinate appointment times? 
  8. Do you have literature, business cards, prospect interest forms, etc. Do you need and have the giveaways? 
  9. Did you plan to have a review meeting with your staff every day after the show to review the prospects and determine how to handle them? 
  10. Did you prepare a series of letters to the press, prospects and the current attendees that will be sent out within 5 days of the show's ending? 

    Needless to say the list goes on. And it is a longer list when it comes to what is to be done at the show.
     

Next we will continue with these tips and pointers.  The list is long and thorough

###


Members Posts...

A Challenge

George, we may have a challenge for you.  Do you only work with online companies or companies looking for an online presence?

We are an importer/wholesaler of apparel products.  We import from China, Korea and India and sell to independent retailers throughout the U.S.  We have a warehouse in North Carolina and our show rooms are in NYC.  We get most of our new business from trade shows. 

We have an old computer system in the warehouse and back office, and our staff seems to be doing a lot of excess work.  Can you help?  Right now this is an exploratory question, as we may not be ready for the expense of change.

Peter Freeman, CFO
CCS Inc
      ------------------------------>Moderator's Comments<------------------------------
 
No, we don't just work with online companies.  In fact, the bulk of our consulting engagements are with companies with physical locations.
 
We have worked with many apparel companies, large and small.  It is one of our specialties, and we know most of the 100+ companies who provide software tailored for the uniqueness of the apparel industry. 
 
Many apparel companies are in the same situation as you.  They have old legacy systems, some of which were installed 20+ years ago and patched over time.  They are probably spending more on maintenance than what a new system can cost. 
 
In the warehouse is where you will see some major savings.  We have revamped the workflow at companies and had radio-frequency (RF) controlled systems installed and the ROI was in 6-7 months - the fastest of all operations. 
 
We get called in to a company every five years to review their operations.  Each time we find new areas of savings.
 
People are often intimidated thinking a consultant will be very costly.  Not true.  In fact, a consultant should save you money with a new solution, even when you include the fees charged by the consultant.  If we can't save a company money, we don't take on the job.
 
So, yes, we would be interested in visiting with you and offering suggestions for improvements. 
 
Regards,


George Matyjewicz, PhD., Chief Global Strategist
"Grow Your Business Profitably" http://interimhelp.com/
GAP Enterprises, LLC   http://www.gapent.com/
Clifton, NJ 07012 (NYC metro)
Tel: (973) 777-1053   Fax: (201) 221-7689
Mobile: (551) 655-2000  mailto:georgem@gapent.com
 
 

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