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Consistency Counts to Retailers
* Article provided courtesy American Craft, May 2004 Market Insider

Find a pen and paper right now... yes, we will wait... and make a list of every item you have mailed out this year to a retailer. Be sure to give credit to each batch of postcards, newsletters or order forms you sent. Now add to this list each booth you had at a wholesale trade show, where retailers likely could have seen you. Lastly, complete this pop quiz by listing the number of advertisements you paid to print this year.

How many items did you come up with on this list? This number of 'hits' should be well into the double digits by mid-year. Even if you feel you have already attained a certain level of success, the consistency and professionalism with which you keep your name and face in the market is what will MAINTAIN your success. The market isn't just about having good work anymore.

Consider that your competition already knows this. They are already coming into the marketplace with a predetermined plan to send scheduled pre and post show mailings, advertise in each show guide, and even put a quarterly newsletter in the mail to add a personal touch to their company image.

Allow us to whisper a few things in your ear—tricks your competitors already use:

Develop a style sheet. Place your logo and contact information in the same place on each of your forms, every time. Determine what fonts, text styles, and colors you will use on each form and do not change. Remember, consistency is the key to branding everything.
Repeat, repeat, repeat. Use one image in your ad, the same image on your postcards, and again repeat the image in your booth signage. An image doesn't say a thousand words, but the same image over and over and over...this sings.
Ask your ad rep for contract ad rates only. Contract rates usually mean between 4 and 6 ads. While this carries a higher price tag, remember that the value of all ad investments are about repeat visibility.
Be in more than one place at trade shows. Take advantage of silent auctions, buyers guide advertising, and special display opportunities. This exposure conveniently places your name and work in front of retailers, yet one more time.