Retailers Forum Magazine August 2022

retailers

VOL. 42 NO. 4 AUGUST 2022

HOT Summer Trade Show Issue C o n n e c t i n Connecting g W h o l eWholesalers s a l e r s and a n dRetailers R e t aSince i l e r1981 s Since 1981

D8+D10 Disposable D8+D10 Cartridge

Easy 8 Delta Gummies

Bud here, check out my new Delta 8 products

Distribution and wholesale pricing available Call 858-253-4243 for a quote

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When is the right time for CBD? Anytime. anytimeCBD is a leading distributor of premier CBD products & automated CBD vending machines

The ONLY Person to touch your in-store CBD is your customers

• Dimensions: 18.5” Wide x 42” Tall x 13.1” • Weight: 85lbs • Item Count: Up to 270 • Digital Touch Screen

• Cloud Based Management • Age Verification • Video Marketing Platform • Credit Card Processing & Apple Pay Capabilities

SPECIAL 10% OFF ALL

VENDING MACHINES MENTION CODE Mention Code JULY 2022 AUGUST 2022

Want More Info? Circle #06 on page 11 • www.Vendor411.com

W 2W W . E A S Y 2022 8 D E L |T ARETAILERS . C O M | IFORUM N F O @ AMAGAZINE NYTIMECBD.COM Page AUGUST

| AL SHETZER 858-253-4243

USA KARMA

Want More Info? Circle #12 on page 11 • www.Vendor411.com

“Making a difference”

circle USA “Making a difference”

125 OCEAN VIEW BLVD. SUITE # 114, PACIFIC GROVE, CA 93950 | PH # 831-747-1717, 831-915-7567 FAX # 831-747-1780 | Email: | www.karmacircleusa.com 125 OCEAN VIEW BLVD. SUITE # 114,karmacircleusa@gmail.com PACIFIC GROVE, CA 93950 | PH # 831-747-1717, 831-915-7567 RETAILERS FORUM MAGAZINE | AUGUST 2022 Page 3 FAX # 831-747-1780 | Email: karmacircleusa@gmail.com | www.karmacircleusa.com

ENTICE Your CUSTOMERS with a COMPLETE Bedroom Solution NEW with COOLING Technology

PILLOWS - 25% of body weight is on the pillow, getting the right pillow with a new mattress will improve sleep

SHEETS - 73% of customers that purchase a new mattress will buy a new sheet set within the next 3 days, give them all they need!

CARRYING A QUALITY BEDDING LINE IN YOUR STORE WILL: • Increase sales • Finalize more deals • Increase foot traffic • Increase customer base • Get more happy customers

FULL LINE OF COMFORTERS

MATTRESS PROTECTOR You wouldn't sell a car without insurance. Don't sell a mattress without a mattress protector

Want More Info? Circle #21 on page 11 • www.Vendor411.com

Call for your FREE Clara Clark catalog today!

845.738.4832 www.claraclark.com

Page 4 AUGUST 2022 | RETAILERS FORUM MAGAZINE

845.533.4590 cs@sanderscollection.com

This is a Buying Guide for

RETAIL STORE OWNERS

Presented within the pages are the latest offerings from the country’s leading merchandise wholesalers. The advertisers herein sell strictly wholesale and require that you purchase with the intent of reselling through retail channels.

HOW TO USE THIS DIRECTORY ☛

Locate the products that interest you.

See our product directory located on pages 6 & 7.

☛

Make direct contact with advertiser.

Most will have catalogs and price lists for you.

☛

Order your merchandise, which will be shipped directly to your store.

CLICK ON BANNERS IN SELECT ADS Want More Info? Circle #09 on page 11 • www.Vendor411.com

TO GET FREE CATALOGS/PRICING

FORUM PUBLISHING COMPANY

CONTACT US: TEL: 1-800-635-7654 383 East Main Street, Centerport, NY 11721 FAX: 631-754-0630 Email: ForumPublishing@gmail.com www.RetailersForum.com RETAILERS FORUM MAGAZINE | AUGUST 2022 Page 5

ADVERTISERS INDEX Sell to over 60,000 stores through Forum

PLEASE PATRONIZE THE LEADING WHOLESALERS WHO ADVERTISE IN RETAILERS FORUM MAGAZINE THE TRUSTED BUYING SOURCE FOR RETAIL STORES!

631/754-5000

PROFITS! Every Day’s A Treat!

COSTUMES ARE YEAR ‘ROUND MONEY MAKERS! WHOLESALE Costume Club

100’S IN STOCK All Occassions

Fast Same Day Shipping Flat Rate Delivery

www.USACostumers USACostumers.com See our ad on page 28

Light Up Without Lighting Up! Electronic Cigarettes

LOGIC WHOLESALE Full Service Wholesaler • We Ship Worldwide

• Disposables • Atomizers

• Kits • E-Cig Batteries

• E-Liquids • E-Cig Accessories

see our ad on page 37

H2 E-Cig Round Mouth Atomizer $1.85

5mL Bottle E- Liquid E-Juice for E-Cig $1.30

E-Case w/2 Cigarettes + 1 USB Charger $10.50

Always Be Fashionable 1 cig, E-Cig kit Includes USB, 10cartridges, Wall, Car Chargers $6.50

SHISHA Zero le Nicotine Disposab E-Cig $3.45

FASHIONABLE SALES Round Mouth E-Cig Set 3.5ml Atomizer w/Coil Heads $3.83

See our ad on Pg 63 www.Lightecig.com We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE

SNEAKY SAVINGS ON SNEAKERS

See Our Ad on Page 59

BLING IT ON! HipWholesale.com

AUGUST 2022

DRESS UP FOR

ADVERTISING

MEGA UBID . . . . . . . . . . . . . . . . . 74

FORUM AD RATES . . . . . . . . . . . 09

RAMSONS IMPORTS . . . . . . . . . 13 SWEET WHOLESALERS . . . . . . . 55

APPAREL

TOP TEN WHOLESALE . . . . . . . . 83

1 STOP WHOLESALE . . . . . . . . . 35 BLANK TEES . . . . . . . . . . . . . . . . 28

BOOKS

BOUTIQUE CLOSEOUTS . . . . . . 51

AUCTION BOOK . . . . . . . . . . . . . 80

CAPSMITH . . . . . . . . . . . . . . 20-21

BUYERS CONTACTS . . . . . . . . . . 79

CLOTHINGWARE . . . . . . . . . . . . 71

CLOSEOUT DIRECTORY . . . . . . 89

DD BULK . . . . . . . . . . . . . . . . . . . 60

HIDDEN WEALTH . . . . . . . . . . . . 82

FASHIONABLE SALES . . . . . . . . 63

TRADE PUBLICATIONS . . . 90-96

FLIRTY WHOLESALE . . . . . . . . . 24 KARMA CIRCLE . . . . . . . . . . . . . 03 SCARF WAREHOUSE . . . . . . . . . 84 STYLISH PLUS . . . . . . . . . . . . . . . 45 T SHIRT REP . . . . . . . . . . . . . . . . . 88 UIN DEALS . . . . . . . . . . . . . . . . . . 61 UNIVERSE WHOLESALE . . . . . . 47 USACOSTUMERS.COM . . . . . . . 28

CANDY SWEET WHOLESALERS . . . . . . . 55

CELLULAR CELLCITY.BIZ . . . . . . . . . . . . . . . 29 WHOLE-CELL . . . . . . . . . . . . . . . 73

Start.

Grow.

See our ad on Page 27 Repair.

SMALL BUSINESS CONSULTING

ASSORTED ITEMS

Our specialty is helping small and mid-sized businesses achieve success.

Contact us for free consultation.

AUCTION FINDER . . . . . . . . . . . . 34

1-800-433-7002

BEAN WHOLESALERS . . . . . . . . 24

info@ForumBA.com • www.ForumBA.com

ForumBA.com Ad on Page 18

Does anybody read these?

CALL 631-754-5000 and you’ll get a FREE 3-mo. subscription!

Congratulations to

FIND THE FINDS Northport, NY

DINO DROPSHIP . . . . . . . . . . . . 57

COMPUTERS REFURB SHOPS . . . . . . . . . . . . . . 32

CONSUMER ELECT. FIND IT CHINA . . . . . . . . . . . . . . . 65

DOBA DROPSHIP . . . . . . . . . . . . 15 EVERYTHING CLOSEOUTS . . . . 70

CREDIT CARD

EZ DROPSHIP . . . . . . . . . . . . . . . 68

PROCESSING

FIND IT ASIA . . . . . . . . . . . . . . . . 86

EXP MERCHANT . . . . . . . . . . . . . 81

$4.50 Each

#1

BUYING GUIDE FOR RETAIL STORES! DISPLAY/SUPPLIES & SERVICES

E-CIGARETTES & SMOKE SHOP ITEMS

CC WAREHOUSE . . . . . . . . . . . . 85

E STORE SIGNS . . . . . . . . . . . . . . 69 E-STORE SITES . . . . . . . . . . . . . . 52 FB CAMPAIGNS . . . . . . . . . . . . . 22 FORUM ADVISORS . . . . . . . . . . 18

Belt Buckles

$18.00 dz

FOOTWEAR

5” Patches $36.00 dz

SNEAKER CLEARANCE . . . . . . .

59 Tri-Fold

HANDBAGS $21.00 dz BAG CLOSEOUTS . . . . . . . . . . . .

39 $36.00 ut 72 pcs

Magnets 3”x8” $18.00 dz

BAG VENDORS . . . . . . . . . . . . . . 66

WHOLESALESOURCES.COM . . . .

INSIDE BACK COVER

$36.00 ut/72pcs

Savings for Cell

$27.00 dz

RC VARIETY . . . . . . . . . . . . . . . . 33 $48.00 dz

$15.00 dz

SOARING RC . . . . . . . . . . . . . . . . 50 See $6.00 dz Hat Pins Also our Ad on Page 29 $4.00 each $30.00 dz

sold by the

Giganticdozen!

Selection of Variety Goods

8” x 12” Parking Sign $18.00 dz

Leather Bracelet $18.00 dz

12” Metal Signs $18.00 dz HOME & HOUSEWARE $5.00 Each Garden Flags 12”x18” Metal SignsFORUM WORKSHOP . . . . . . . . . 30 Playing Cards

$48.00 dz

$5.50 Each

DAKOTA STEEL ART . . . . . . 16/17 Metal Signs $5.50 Each

$24.00 dz

Belt Buckles $42.00 dz

3’x5’Embroidered Flags $21.00 dz $14.00 Each

RUSH SUPPLIERS . . . . . . . . . . . . 64 SANDERS COLLECTION . . . . . . 04

PROTECTION PLANS . . . . . . . . . 42

SETON SIGNAGE . . . . . . . . . . . . . 87

Ring...Ring...

SPECIAL FEATURES

RUG PROFITS . . . . . . . . . . . . . . .

75 Patches $18.00 dz

SALES GROUP BAGS . . . . . . . . . 22

www.BizBooks.org

8” x 12” Metal Signs $39.00 dz

R/CMetal&PlatesTOYS

$5.00 Each

KWIK INC . . . . . . . . . . . . . . . . . . . 72

RETAILERS BANK . . . . . . . . . . . . 62

Metal Sign $4.75 each

$39.00 dz

MERCHANDISE REP . . . . . . . . . . 56

PROMOTIONAL REWARDS . . . 46

BUSINESS BOOKS

PPE STOCKROOM . . . . . . . . . . . 40

Hat Pins $6.00 dz

$36.00 dz

See Page 9

12”x18” Metal Sign $5.25 each

PPE SUPPLIES

$18.00 dz

$36.00 dz USA VAPE DEALS . . . . . . . . . . . .

53

FUNDING OFFICES . . . . . . . . . . . 36

PAYROLL HELPER . . . . . . . . . . . 48

Metal Sign 12”X18” $5.75 Each

$15.50 Each

CARTOON CONCEPTS . . . . . . . . 78

LOGIC WHOLESALE . . . . . . . . . . 37

Leather Wallets $5.50 each

E-STORE BUILDERS . . . . . . . . . . 54

3pc Magnet $5.25 Each

ANYTIME CBD . . . . . . . . . . . . . . .

Garden Flags WindSocks 3’x5’Embroidered Flags $14.00 Each 02 48.00 dz $48.00 dz COOL GLOWING . . . . . . . . . . . . 43 View our 148 page Catalog online !

Min.Order LIGHT E CIG . . . . . . . . . . . . . . . . .

25 $42.00 dz www.RIOhio.com $150.00

$9.00 dz

AVVO . . . . . . . . . . . . . . . . . . . . . . 58

Advertise in

NOVELTIES

JEWELRY/ ACCESSORIES BLING WHOLESALER . . . . . . . . . . . 67 BODY CANDY HQ . . . . . . . . . . . . 41 BUND JEWELRY . . . . . . . . . . . . . 49 CLOSEOUTS FOR SALE . . . . . . . 23 HEAVENLY WHOLESALE . . . . . 38

DROPSHIPPERS

HIP WHOLESALE . . . . . . . . . . . . 27

DINO DROPSHIP . . . . . . . . . . . . 57

JEWEL CLEARANCE . . . . . . . . . . 26

DOBA DROPSHIP . . . . . . . . . . . . 15

JEWELRY MINERS . . . . . . . . . . . 77

EZ DROPSHIP . . . . . . . . . . . . . . . 68

SHAKE WHOLESALE . . . . . . . . . 76

RAMSON’S

$15.00 dz $24.00 dz READER RESPONSE . . . . . . . . . .

11 Necklace Best Friend $7.00 Each

RETAILING NEWS . . . . . . . . . . . . 14 WHAT’S HOT . . . . . . . . . . . . . . . . 12 Belt Buckles $36.00 dz

36 pcBiker Ring $39.00 unit

See our Ad on Page 13

$24.00 dz/sets

1ut/5 dz Mood Rings $33.00 unit

TRADE SHOWS ASD MARKET WEEK . . . . . . . . . . 31 THE MARKET CENTER . . . . . . . . 18

DROPSHIP TO PROFITS! Tri- Color Necklace $18.00 dz

1000’s of Items See our ad on Page 15

WHOLESALERS:

Increase Your Sales

By Advertising Here!

631-754-5000

WATCHES & CLOCKS

WIND SPINNERS

TIME WHOLESALERS . . . . BACK CVR

Sells Like A Breeze!

WATCH DEALERS . . . . . . . . . . . . 44

DAKOTA STEEL See Our Ad on Pgs. 16/17

WEDDING ITEMS SMARTEST BARGAIN . . . . . . . . 26

VISIT FORUM ON THE INTERNET View our latest books at

www.bizbooks.org

WE HAVE BUYERS

WELCOME ASD ATTENDEES!

ENJOY THIS ISSUE

Databases for ALL Industries www.BuyersContacts.com

ADVERTISING INFORMATION www.

reta

ilers

foru

m.com

NO. 2 VOL 28 2008 JUNE

S! TING TIP S MARKE DISE SOURCE AN H C R E M G TIPS RETAILIN N EA SELL LIKIAN! T P Y EG

Active Buyers with our Print Readership Plus over 265,000+ Page Views Monthly Online Reach ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Apparel and Accessory Stores Card and Gift Stores Discount and Dollar Stores Distributors and Jobbers General Merchandise Stores Internet On Line Stores Mail Order Catalog Sales Novelty and Toy Stores On Line Stores Resort and Souvenir Stores Sporting Goods Stores Variety Merchandise Stores Wholesalers

ESTABLISHED IN 1981 as a buying source for store owners and wholesalers, Retailers Forum offers advertisers a large national circulation to showcase their products and services. Many of our readers are located in rural areas where access to merchandise is difficult, making our magazine indispensable to their buyers.

Through our unique direct mail and trade show circulation we constantly rotate our mailing lists, adding new stores monthly enabling us to deliver new, fresh buyers each and every month you advertise with us.

In addition to your print ad, your company will be featured in our digital on line monthly version at www.RFmagazine.com. Our online magazine produces over 265,000+ page views monthly for our advertisers, which is in addition to our print and mail distribution.

Your online ad will link to your website and email address and we provide unlimited transfers from our readers into your website 24/7.

FORUM PUBLISHING COMPANY 383 East Main Street, Centerport, NY 11721 www.RetailersForum.com

Page 8 AUGUST 2022 | RETAILERS FORUM MAGAZINE

CONTACT US: TEL: 1-800-635-7654 FAX: 631-754-0630 Email: ForumPublishing@gmail.com

TOP INDUSTRY TRADE SHOWS 2022

retailers

JANUARY

Atlanta Gift Fair Los Angeles Market Week Philadelphia Gift & Variety Show Seattle Gift Show The Merchandise Center, IL FEBRUARY

ADVERTISING RATES AD SIZE

1 ISSUE

3 ISSUES

6 ISSUES

12 ISSUES

1⁄8 Page

$400

$300

$275

$250

¼ Page

$525

$425

$400

$350

½ Page

$625

$525

$500

$450

Full Page

$850

$750

$700

$650

2 Pages

$1,350

$1,250

$1,150

$1,050

Prices shown per month, above rates include full color printing

ADVERTISING SPECS 1⁄8 Page: ¼ Page:

2¼" high x 3¼" wide 4‚" high x 3¼" wide

½ Page:

4‚" high x 7" wide or 9½" high x 3¼" wide 9½" high x 7" wide

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred PDF format in CMYK color, 300 dpi resolution only

FULL MARKETING PROGRAM INCLUDED >> Monthly print and mail magazine Online magazine and search marketing Distribution at top trade shows

Printed Magazine • Your ad is featured in our printed magazine circulated to buyers across the USA. Includes distribution at industry’s top trade shows.

Complete Digital Magazine • Your ad runs on-line at www.RFmagazine.com • Over 265,000+ monthly page views • Active link to your website Phone APP • Your company included in our free iPhone and Android APP. Imagine YOUR company right on the buyers phones!

MARCH

Atlanta Spring Gift Show California Marketplace Dallas Apparel & Accessories Show Greensboro Gift & Jewelry Show The Merchandise Center, IL APRIL

Hawaii Merchandise Expo The Merchandise Center, IL MAY

Las Vegas Licensing Show New Orleans Gift & Jewelry Show Northern Michigan Gift & Souvenir Show Off Price Show NY TBD The Merchandise Center, IL JUNE

Full Page:

✔ ✔ ✔

ASD Marketplace Las Vegas Show Louisville Gift Show Magic Sourcing Show New York Toy Fair Off Price Specialist Show Rocky Mountain Gift Show

Reader Response • Generates leads from buyers interested in your products through a code placed in your ad and on-line at www.vendor411.com. Free for all half and full-page ads.

Search Marketing • Your company included in the industry’s leading search engine: www.supplier411.com • Saturation marketing coverage on our new wholesale portal: www. wholesalesources.com

Dallas Gift & Variety Show Greensboro Gift & Jewelry Show LA Fashion Market JULY

Atlanta Gift & Home Furnishings California Marketplace Philadelphia Gift & Variety Show The Merchandise Center, IL AUGUST

ASD Market Week Biloxi Wholesale Show Louisville Gift Show Off Price Specialist Show New Orleans Gift & Jewelry Show Rocky Mountain Gift Show TBD St. Louis Gift Show SEPTEMBER

Asia America Wholesale Show Dallas Home & Gift Show Greensboro Gfit & Jewelry Show Hawaii Gift Show Norton’s Gift & Variety Show Philadelphia Candy & Gift Show The Merchandise Center, IL OCTOBER

Dallas Apparel & Accessories Show Las Vegas Souvenir & Gift Show The Merchandise Center, IL NOVEMBER

Gatlinburg Gift Show Hawaii Merchandise Expo New Orleans Gift & Jewelry Show Smoky Mountain Variety DECEMBER

Grand Strand Gift & Variety Show Greensboro Gift & Jewelry Show The Merchandise Center, IL Our Large Holiday Issue Hits The Mails Before Thanksgiving to Maximize Advertisers Results!

We provide physical magazines at shows or email free digital magazine to attendees using Attendee database lists. * Show schedules are subject to change without notice.

From the

PUBLISHER

Winding Down The Summer….Gearing Up For Holidays WE’RE halfway through the summer season and if you’re like most retailers you’re dragging through the second half of it. If your business does not directly benefit from the summer it’s always a difficult time. Buy there is a bright side to look forward to and these coming events will make your cash register ring loudly.

THIS month is traditionally the time for college frenzy. Students and their parents will scurry around to gather all the necessities for going off to college that their child will need. Often, this mini shopping spree is left for late in the month, causing bedlam and chaos for the retailer. Remember the boy scout motto, “Be Prepared.”

WHILE back-to-school will continue through September this month marks its official start. It’s time to get back into the academic spirit, pop on the old beanie and market school supplies, apparel, accessories and all of the items related to our student customers. Spend some time updating your selling spaces to encourage shopping. Bright colors, props, etc., can make the difference in parting your customers with their cash.

AUGUST is also a great time for those who cater to any type of tourist and travel as folks will try to get their last fling of summer travel and entertaining in. Be aware of these opportunities that may be around your store, especially if you are along the way to a tourist resort area.

WITH the high price of gas and consumers feeling the effects of our current inflation, it will continue to be

>> ON-LINE SOURCING

a good sales season for local merchants as more shoppers choose to shop local.

Spruce up your merchandise offerings and try to attract these shoppers into your business.

THIS month is also the time to get your store organized for the upcoming busy season that will soon be approaching.

Many retailers spend this last month of the summer to redecorate, change out fixtures and signs to bring a clean and fresh look to their stores. If you are slow, it’s the perfect time to organize your inventory and stockroom so you will be quicker and more efficient when things get busy.

AUGUST also brings us some of the best trade shows of the year. Shows like ASD Marketweek, Dallas Apparel, MAGIC, NACDS Total Store and Stylemax will connect wholesalers with retailers looking for new goods. We are also proud to be show sponsors of ASD Marketweek since 1981 and look forward to meeting many of our readers and advertisers at the event later this month.

HANG on and September will be here before you know it, bringing with it the excitement of a new season and the start of our holiday sales. So, instead of dragging through the remaining month of the summer, we should be anxiously preparing for what is yet to come. By carefully planning and selecting the right merchandise you will reap the rewards of the season. Keep an eye out for new and exciting goods and be the first store in your area to offer it.

RETAILERS FORUM SALES & MARKETING Gregory Brown Tom Richards Scott Savitt Martin Stevens OFFICE MANAGER Leah C. PRODUCTION Lisa Maresca-Smith CREDIT DEPARTMENT Kristine Hines CIRCULATION Discount Reading Svc. LITERARY STAFF Patricia Luebke Jason Meyers Rachel Spearman COLOR PRODUCTION Anchor Imaging PRINTING Composing Room ART DIRECTION Gregory Stevens Martin Stevens OVERSEAS OFFICE Trade Channel N.W. Guineastr 30 2022 PA Haarlem Netherlands +31-23-531-90-22 Published Monthly by: Forum Publishing Co. 383 East Main Street Centerport, NY 11721 Tel: 631/754-5000 Fax: 631/754-0630 forumpublishing@gmail.com

www.retailersforum.com

41

Years

1981-2022 The entire issue of Retailers Forum Magazine is posted on-line at

www.RetailersForum.com Includes: Website Links * E-Mail Links * Printable PDF’s ACCESS OUR MAGAZINE FROM ANYWHERE 24/7

RETAILERS FORUM is published monthly at $75/year USA, $125/year foreign.

Entire contents copyright ©2022 by Forum Publishing.

Publisher assumes no responsibility for contents herein.

First and third class postage paid at Centerport, NY. Bulk mail paid at NY, Brookfield, WI and Hooksett, NH under private mail indicia via publication mailing.

retailers

FAST

READER RESPONSE FASTER

SUPER FAST

FAX

ONLINE

MAIL

Return This Form By Mail to:

FORUM READER SERVICE 383 East Main Street Centerport, NY 11721

Complete & FAX This Page to:

(631) 754-0630

Fill Out Online Inquiry at:

www.Vendor411.com

Receive FREE Information on Products & Services in this Issue Look For Reader Response Banner in Our ADS!

➥

APPAREL

Want More Info? Circle #00 on page 00 • www.Vendor411.com

ADVERTISER INDEX GENERAL & VARIETY

❑ All Advertisers in APPAREL ❑ ❑

➥

28. Capsmith 12. Karma Circle USA

BUSINESS SERVICES ❑ All Advertisers in BUSINESS SERVICES ❑ 24. Forum Business Advisors

CREDIT CARD PROCESSING ❑ All Advertisers in CREDIT CARD PROCESSING ❑ 68. EXP Merchant ❑ 38. EXS Credit

❑ All Advertisers in GENERAL & VARIETY ❑ 07. Ramsons

HOME & HOUSE ❑ All Advertisers in HOME & HOUSE ❑ 23. Dakota Steel Art ❑ 21. Sanders Collection

JEWELRY & ACCESSORIES ❑ All Advertisers in HOME & HOUSE ❑ 12. Karma Circle USA

WESTERN ACCESSORIES

E-CIG/SMOKE ❑ All Advertisers in E-CIG/SMOKE ❑ 06. Anytime CBD

❑ All Advertisers in WESTERN ACCESSORIES ❑ 33. JR Palacios

FREE INFORMATION REQUEST FORM:

Fax: 631-754-0630 • On-Line: www.Vendor411.com Mail: Forum Publishing Co., 383 E. Main Street, Centerport, NY 11721 Your Name ____________________________________________ Type of Business ____________________________________ Company Name ____________________________________________________________________________________________ Address ___________________________________________________________________________________________________ City ___________________________________________________State _____________________ Zip ______________________ E-Mail: ________________________________________________Tel _______________________ Fax ______________________

WHAT’S HOT For more information, contact:

www.RIohio.com Tel: 1-614-846-4447

For more information, contact:

www.DakotaSteelArt.com Tel: 1-701-242-7747

For more information, contact:

www.Forum123.com Tel: 1-631-754-5000

CELEBRATING 51 YEARS

WHEN Forum celebrated our 41st anniversary in May of this year we reflected back on many of our long time advertisers and supporters and one of our oldest clients was Ramson’s Imports.

They’ve been around 51 years and the family run business is one of the most professional and honest wholesale businesses that has ever been in our industry!

RAMSON’S is one of the country’s largest suppliers of bandannas, flags, hats, jewelry, magnets and novelties and offers many licensed military and sports products. They retain an A+ BBB rating and ship promptly from their own warehouses.

Their huge 148 page catalog is available on their website.

THIS month’s hot item is their wide assortment of metal and tin signs starting at $3.75

PROFIT WITH THE WIND

SOME of our favorite products are also some of the simplest! You’ve probably seen wind spinners in people’s yards and envied the grace and beauty of them. The wind spinner business is a BIG one and when you have the right wholesaler it makes a world of difference.

DAKOTA Steel Art wind spinners are proudly made in the USA and guaranteed rust-proof (important for an outdoor item!)

Retailers, online stores and flea market vendors are all making big sales with these beautiful and durable spinners. They even have a custom line of over 60 dog breeds available for the collector.

THIS month’s special are Dakota’s 12” dog breed wind spinners which are their #1 sellers. Sign up on their website to reveal their lowest wholesale pricing or call them today to set up a dealer account and purchase.

MAKE MONEY WITH CLOSEOUTS

AS retailers, whether we are selling in a physical location or online we need to have the most wanted goods at the best prices. The problem these days is that goods have been costing more and our margins have been shrinking. Retailers, flea market vendors and online sellers need to get ahead of the curve.

THIS is why we all need to add closeout merchandise into our mix.

Closeouts are simply goods that have been overbought, packaging changed or from a business that ceased. You can buy first quality items for pennies on the dollar...WHEN you know where to buy them.

Our CLOSEOUT DIRECTORY shows you where with our listings of 100’s of closeout dealers. Just $29.95 book or PDF.

Page 12 AUGUST 2022 | RETAILERS FORUM MAGAZINE

Want More Info? Circle #07 on page 11 • www.Vendor411.com

RETAILERS FORUM MAGAZINE | AUGUST 2022 Page 13

RETAILING NEWS

Inflation, Product Scarcity Fueling Resale Market

THERE us an expression, especially in fashion, “What is old is new again!” Rising prices and merchandise shortages have been driving the growth of re-commerce these days and digital tools are helping small businesses easily get in on the action.

RESALE is one of the fastest growing segments of the retail economy. In the clothing sector, the resale market is expected to grow 16 times faster than non-resale over the next four years.

That is an incredible statistic.

MORE consumers are saying that they are willing to buy secondhand, with interest in categories like appliances, furniture and electronics. Online resale platforms have spurred the growth of hundreds of small businesses specializing in secondhand goods.

WITH cost-of-living increases that are making Americans more budget conscious and younger shoppers interested in sustainable shopping, the next wave is happening.

WHILE estimates of the size of the resale market vary, researchers agree that the growth potential will be enormous. Fashion resale has doubled since 2008 and a leading reseller ThredUP expects the U.S. secondhand market to double by 2026 to $82 billion.

MOST recently, IKEA expanded its “Buy Back and Resell” program to all its U.S. stores after testing it last year. Customers can now return certain items, including used cabinets, bookcases, tables, desks and un-upholstered chairs, for IKEA store credit.

A growing number of other retailers, including outdoor brands REI and Patagonia, and clothing brands Lululemon and Eileen Fisher, have buy back programs for used goods.

IT is believed that when retailers bring the resale business in-house they will receive much more benefit than outsourcing it. It keeps their existing shoppers engaged and encourages them to buy more goods with the store credits they receive for their returns.

Staples Drop-Off Program

OFFICE supply chain Staples is following the lead of retailers like Kohl’s and is planning to use its stores as drop-off locations for returns of goods sold by other online brands.

STAPLES is partnering with returns and reverse logistics tech firm Optoro to allow consumers to bring returns to the more than 1,000 Staple stores across the U.S., and get credit for the returned items through a QR code on their phones.

Optoro and Staples plan to have the program, called Express Returns, in place in time for peak holiday season returns. Optoro also hopes to expand Express Returns to additional retail chains in the near future.

THE Staples partnership reflects the growing realization by retailers that while Americans love buying online, they greatly prefer making returns in stores, especially when they don’t have to box up and label the return themselves. This has been a key strength of Walmart and Target is that customers can easily return merchandise to the physical stores of the retailers. Staples will now join that club.

For Late-Breaking Industry News Visit: www.RetailersForum.com If It Affects Retailing We Report On It! Page 14 AUGUST 2022 | RETAILERS FORUM MAGAZINE

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In addition, the show will offer seminars on topics of interest to the current retail environment including social media, search engine strategies, e-commerce and global sales strategies. All seminars will take place on site at the Las Vegas Convention Center.

The ASD shows provide a unique environment where buyers and sellers come together to do business. By having the entire show under one roof at the Convention Center it makes it convenient for attending buyers to cover more exhibits and spend more time with the exhibitors to make their purchases. The show continues to evolve and improve by separating product categories such as gift, toy, fashion and general merchandise making it easier than ever for buyers to pinpoint specific areas to see the products they are interested in.

For over 61 years, ASD Marketweek has been serving the unique community of buyers and sellers in the wholesale and mass retail arenas. The show will take place from August 21st - 24th, 2022 at the Las Vegas Convention Center and is expected to draw over 45,000 buyers including large chain retail stores, independent retailers, online retailers, distributors, boutique franchisers, mall carts and kiosks. The show offers the most comprehensive selection of general merchandise under one roof in the country.

Forum Publishing Company celebrated its 41st Anniversary in May and has been a proud Media Partner of the ASD Marketweek since 1981. We welcome all exhibitors and attendees to the show and look forward to seeing you there!

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FORUM WORKSHOP

forumworkshop

MARKETING SECRETS Making Your Name Known with Self-Marketing MARKETING Making Your Name Knowing with Self-Marketing

DON’T JOIN ANY CLUB THAT WOULD HAVE YOU AS A MEMBER

SECRETS

7 How Principles Maximizing Membership Opportunities to Positionfor Yourself for Success • My Niche is Better than Your Niche

continued from last issue ...

Principle Five: When in Doubt, Join Membership To gain the favorable attention of the group’s power structure, join the membership committee. Membership dues are the lifeblood of local clubs like the chamber of commerce, Rotary Club, and many professional associations. The person who adds cash to the coffers gets the attention of those in charge.

One public relations agency president rose quickly to the board of directors of a chamber of commerce through the membership route.

She joined the chamber’s membership committee and sent a letter to all her clients selling them on the benefits of becoming part of the chamber. She met with many key board members and sought their advice on “how she could help the chamber.” When the chamber sold tables for major luncheon events, she bought a table and resold the seats to clients. It was hard work, but she rose through the ranks. And she won a great number of new clients – all influential chamber board members – from the strategy too.

Principle Six: Visibility Through Volunteering

Whether it’s politics, charitable arts groups, or medical-related organizations, there is always a need for people who can raise funds. These are the folks who garner the attention of the leaders.

Once entrenched in a committee, volunteer for a specific project. Then use it as a vehicle to conduct informational interviews with key people inside and outside the organization.

ALL DOORS OPEN TO A VOLUNTEER Do you have a particular interest or area of expertise that would benefit an organization?

Suggest to the board that you’d like to form a task force to investigate it. In effect you will be forming your own committee. Then use the task force to interview board members and other potential linkages about the issue. Breakfast and lunch with allies you are nurturing to gain their input. Attend the board meeting to issue your task force report. You may even want to offer to turn the task force findings over to the newsletter editor so the membership can learn more.

You also can gain visibility by volunteering your services to the program chairperson. That person has a year’s worth of speakers to book, and you’ll be taking weight off his or her shoulders if you offer to fill a slot – or if you volunteer your boss or client to serve as a speaker.

Page 30 AUGUST 2022 | RETAILERS FORUM MAGAZINE

continued...

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| AUGUST 2022 Page 31

forumworkshop FORUM WORKSHOP When you join a group, ask the program chairperson for the list of upcoming topics to be covered and the ones for which speakers are needed. Crisis public relations was the topic one professional organization wanted to cover.

Scheduled several months into the year, the program chairperson hadn’t even begun to contact potential speakers when she got a call from a well-known public relations man who had years of experience. The man got the speaking engagement and the visibility as someone who can adeptly put out fires under pressure.

don’t have time to meet with you probably have time to meet with a representative of their club or organization to give advice on certain issues. This gets you in the door. Once you are in the door, make good use of the person’s time.

Informational Interviewing Techniques And Work Hard, But Not Too Hard We all know that people like to give advice.

That’s why everyone prefers to serve on an adWork toward becoming a leader of the group, visory committee – not to mention that it inbut avoid assignments that require maximum volves much less work than a real committee. work with minimum reward.

Use this to your advantage. Many people who continued...

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FORUM WORKSHOP forumworkshop ing Association had nearly 100 members and an average breakfast meeting attendance of 40 people. Through their efforts to obtain speakers and publish the monthly newsletter, Wambach When you discover that an organization and Leap have formed linkages throughout the doesn’t exist in an area where you want to form expansive high-tech community. linkages, take advantage of a golden opportunity and form such a group. When you estabIn New Orleans, the comlish a club, there is no need to work your way petition between hotels is up into the leadership – you are the leadership. very heated. But that didn’t stop Michele Hogan Catherine Wambach and Kevin Leap were partSchmidt, public relations ners in an advertising and public relations director at the Sheraton agency specializing in high-tech. When they New Orleans Hotel and wanted to join a group to meet high-tech marTowers, from helping to keting executives, they found no such group found a luxury hotel pubexisted. So they helped form one. In less than a lic relations group. year, their Computer and Electronics Marketcontinued...

Principle Seven: If Your Group Doesn’t Exist, Form It

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forumworkshop FORUM WORKSHOP Meetings are small and informal, usually with 8 in attendance. The public relations directors discuss common problems, share tips on publicity opportunities, and circulate good industry ideas they have discovered.

her own group, making her own rules. Within 3 months, the organization was 35 members Forming linkages has paid off. When a travel strong and Purdy earned 2 contracts for her writer from Business Travel News stayed at the company through the contracts she made.

Sheraton, Schmidt convinced the writer to visit some of the other group members, such as Top Self-Marketing Secrets Michele Vachon of the Windsor Court Hotel.

Similar groups have now formed in other cities.

7 Principles for Maximizing Membership Opportunities Deborah Purdy, a marketing executive, wanted 1. Strive to join groups in which you are one of to join a small business networking group, but the few representatives from your profession or she didn’t like its practice of mandatory attencorporate rank, rather than organizations comdance and high dues. She found a few other prised solely of professional colleagues. disgruntled would-be members and formed continued...

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FORUM WORKSHOP forumworkshop 2. Let someone convince you to join the group.

Use him or her as an ally to become a leader of the group, but avoid assignments that require maximum work with minimum reward.

3. It is more important to attend the social hour than the meeting itself.

4. Do your homework before joining a group.

Begin by forming a linkage with the key staff person.

5. Joining the membership committee is a smart way to gain the favorable attention of the group’s power structure.

6. Seek out high-visibility assignments, such as ad-hoc committees that report to the board of directors.

7. When you discover that an organization doesn’t exist in an area where you want to form alliances, take advantage of a golden opportunity and form such a group.

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forumworkshop FORUM WORKSHOP Surprisingly, it’s not always the superior work and quickly fill out the entry form – giving it that wins, but that which is packaged to catch little thought. Many awards judges have renthe judge’s eye. Learn how to market your dezvoused with last-minute entrants on freeentry by joining an organization’s awards com- way off-ramps as they head to the judging site. mittee (a thankless job, but a guaranteed nowaiting-list group.) You’ll learn deadlines, Find out when the awards competitions you criteria, and the frightening way awards are se- want to enter will be held and start preparing months ahead of time. As you work on a spelected. Quickly. cial project, think “award entry.” Make notes as Prepare For Fame you go to remind yourself of the specific project obstacles you had to overcome so you can inMost busy professionals clude them in your application. In addition to want to enter awards the job file, create an award entry notebook. Put competitions, but they copies of the business or marketing plan, don’t make their move budget, and pieces of the project in the noteuntil deadline day. Then book so you have everything in one place when they scurry around the it’s time to enter. Being prepared puts you office trying to assemble ahead of the competition from the beginning. all the pieces of the entry continued...

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forumworkshop FORUM WORKSHOP How To Enter To Win Here are 5 quick tips to help you win more than your fair share of awards: 1. The last shall be first. Most award entries describe what happened in the logical order of challenge, strategy, tactics, and results. Wrong, wrong, wrong. Remember those judges are very busy. It’s much more powerful to tell the results up front – “doubled sales,” “increased awareness 70%,” “the most successful opening in the firm’s history.” Then describe the situation, painting as bleak a picture as possible. Finally, list the strategy and tactics you used to achieve this brilliance. People don’t care how well you did it until they know how well you did.

When entering a national awards competition for providing public relations for local chapters of a psychiatric association, a public relations firm opened its entry with the cost equivalency of that public relations space if it had been purchased through advertising. The $9,000 the society invested for public relations was worth $47,000 in advertising dollars. What a savings!

And it pointed out that the space it earned – for example, the front page of the lifestyle section in the newspaper – was prime space not even made available to advertisers. continued...

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forumworkshop FORUM WORKSHOP 2. Don’t just tell, when facts can sell. Vague descriptions produce vague feelings. Vague doesn’t win awards. Describe results in specific terms.

3. Look for flip quality. Be sure your presentation has the “flip quality” of a great magazine.

The New Yorker is a magazine with excellent flip quality. Between the great cartoons and dramatic ads, you can enjoy the magazine imA writer entering a local awards program sub- mensely just by flipping through the pages. mitted an article, published by a major maga- Your award entry should do the same. zine, about a plastic surgeon’s work to correct a little girl’s congenital deformity. That’s a nice When writing your justification, use bold headcoup, but what impact did that have on the lines and bulleted points so that the judges can subject of the story? The writer revealed that see important points quickly. Time is limited; since the story was published, the physician don’t make them wade through gray matter to had received a dozen calls from others afflicted find out why you are deserving of recognition. by the defect. He went on to perform 3 more Whenever possible, use originals of your work similar surgeries that – not photocopies – in your presentation. Spice turned around others’ up one or two color entries with colored backlives as a result of her grounds. article. continued...

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forumworkshop FORUM WORKSHOP 4. Who, what, when, where, why, and wow!

More than just the facts, ma’am. What is the something extra? It should make the judges say, “Wow, this deserves an award!”

tion. “We have sent fact sheets printed on an apron or an invitation attached to a box with one of our chocolate whiskey cakes,” says Giboney. “We never want to be ignored.”

For a restaurant, one of the best “awards” is a favorable restaurant review. Being reviewed is always risky, because your eatery may get panned. But Richard Giboney, vice president of marketing for Restaurants Unlimited, believes that it is a risk worth taking. He has had a 100% success rate in getting his collection of specialty restaurants reviewed, and he uses the “wow” factor to get the reviewer’s atten-

5. We shall overcome. Part of your entry should be a 30-word explanation of the obstacles you overcame. Knowing budget or time constraints will persuade judges to pin the ribbon on your project over a more-impressive entry that bears no rhyme or reason.

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Another award-winning restauranteur is Scarlett Rabalais, a hot dog stand owner. Scarlett received a Giraffe Commendation from the Giraffe Project Research Office, a volunteer foundation that recognizes people who stick their necks out to help others. continued...

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FORUM WORKSHOP forumworkshop Not only does she hire retired persons, who most businesses would consider unemployable, Scarlett has had to fight various zoning laws to run her collection of hot dog stands. She received national publicity after winning the award including a feature story in the USA Today Weekend magazine.

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your hometown newspaper, and write an article about the award for your employee newsletter. Then mail the newspaper clipping to customers and potential clients, and route them to your superiors. Circulate copies of congratulatory letters you receive to your boss and subordinates, with a “we won” memo.

Michelle M. Mueller, assistant vice president of Titan Linkabit, capitalizes on her growing recognition after an award victory by offering to give a speech based on her expertise. “We deal in government computer contracts and are judged on our community presence. Using awards as a springboard for that helps me do my part,” she says. After winning one award, Mueller was asked to give a talk to the chamber of commerce on marketing for small businesses. continued...

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forumworkshop FORUM WORKSHOP She also hosted a seminar at her company on enhancing communication style through improving personal appearance, which resulted in a Los Angeles Times feature story.

firm who played an instrumental part in your receiving it – the subcontractor, consultant, graphic artist, or printer. Your name in lights on their wall will earn extra recognition for you from everyone who walks into their office.

Mueller also highlights award information on her resume and submits the updated version to Margaret McAllister, of McAllister Communiher superiors prior to her semiannual review. cations, produced an award-winning community newsletter for a major medical center. She Along with listing the awards on your resume, had professional photographs taken of the add the words “award-winning” to your comaward and the publication’s pany’s brochure or collateral sales pieces. masthead that listed the contributors’ names. The photos were mounted and sent with a Putting Fame On Display thank you note to all of her freelancers. Next time she asks for In addition to displaying an award plaque in their participation, you can bet your office, have a duplicate made for your they’ll be willing to help. boss or a key associate. Or give an extra copy with both of your names on it to an outside continued...

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FORUM WORKSHOP forumworkshop When potential clients want to see samples of Hold Your Own Competition your work, casually point out award-winning projects. Whether it’s a boss or a customer, a 3rd-party endorsement of your work will in- You know how much you like to be recognized, so why not encourcrease your value. age your company to sponsor a competition of its own? Giving out In addition to making sure the awards earns you recognition award has a prominent home from the entrants as well as from in your office, consider hangfollow-up publicity citing you and ing a large photograph of the your company as the sponsor. actual work in your company’s entryway. An architect’s prizewinning schematic, a writer’s award-winning article (with the colorful cover of the magazine), or an engineer’s noteworthy design all make interesting artwork and a centerpiece for discussion. Why buy a Rembrandt when you can tout your fame and create artwork as well?

A local Society of Psychiatric Physicians holds an annual media awards luncheon to recognize reporters who cover psychiatric topics. A letter that invites all media to participate by sending in copies of their articles on this important topic makes reporters evaluate the coverage they’re giving to the subject. continued...

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FORUM WORKSHOP forumworkshop A special luncheon held to recognize their work gives the psychiatrists and their public relations firms an opportunity to meet the reporters and to thank them for their interest.

Top Self-Marketing Secrets Tips on Tastefully Exploiting Awards 1. As you work on a special project, begin to think about entering award competitions.

Create a separate award entry notebook.

After the competition, many of the winning newspapers and radio and television stations run short stories about their awards, once again mentioning the organization.

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Spice up the entry with color.

When it comes to awards, it’s not what you win, it’s how you play the fame.

4. Garner publicity on your award and then mail the newspaper clippings to existing and potential customers. continued...

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forumworkshop FORUM WORKSHOP 5. Have duplicates of the award made to give to others who were instrumental in the project.

6. Hold a competition of your own. Giving awards to others earns you recognition among the entrants.

Pleased To Media You 9 Lessons on Becoming the Quoted Expert

Some say Red Adair had a burning desire to be famous. His exploits were featured in countless television news shows, newspaper stories, and magazine articles. John Wayne even made a movie about his life. If your oil well is on fire anywhere in the world, who would you call?

Everyone in the oil industry knows the answer is Red Adair. Probably no one else even comes to mind.

Who is the Red Adair in your line of work? When your customers describe you, do they use terms that set you apart from your competition? Customers trust a consultant who does one thing and does it very well. You need to determine a specialized area of your business in which you would like to be an expert. Invest time and energy in researching this area. Then constantly strive to earn media coverage that positions you as this authority. If you follow the steps outlined in this article, you will be spotlighted in the media as the expert. It;s unlikely Meryl Streep or Jack Nicholson will be signed to make a movie about your life, but you never know. continued...

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FORUM WORKSHOP forumworkshop Below are several career choices that lend themselves to this positioning strategy. For each occupation, the positioning choices are limitless. You must determine the type of people you most want as customers. Usually your best prospects are people you most want as customers. Usually your best prospects are people a lot like you. Then brainstorm what topics that appeal to you would most appeal to them.

Why should they buy from you when they could buy from anyone? Because you are the expert. For each of the following occupations, one of an unlimited number of positioning choices is listed to give you concrete examples.

Accountant: New hotel feasibility authority Architect: New designs in office towers expert Bank officer: Small business banking expert Doctor: Sports injury & orthopedic surgeon Financial planner: Financial strategist for single career person Gym owner: Bodybuilding & weight training authority Insurance agent: Local expert on needs of single parents Lawyer: High-stakes divorce authority Men’s clothier: Widest selection of the latest European suits Real Estate agent: Executive relocation specialist Whatever your expertise, be prepared to sum up your positioning in as few words as possible.

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FORUM WORKSHOP forumworkshop A theater producer once said that if you can’t write your idea down on the back of a business card, you don’t have much of an idea. The same holds true for positioning. It must be short and simple so referral sources, potential customers, and the media can remember it. Use the rule of thumb most big advertising agencies use when creating billboards: 7 words or less. If billboard writers use more than 7 words, drivers whizzing by will miss the message. Don’t let important audiences miss your positioning message as they whiz through life.

If you have the right stuff, contact the Directory of Experts, Authorities, and Spokespersons. This book is in its 7th edition and is the number one source for reporters, editors, news producers, and talk show producers. If you are en expert, be sure you are included in this book.

Lesson 1: I’m An Expert, My Telephone Index Card Proves It One of the most precious possessions a journalist has is his or her telephone card file. Newspaper reporters, television assignment editors, and talk show producers use these files daily to find interview subjects. Don’t wait for them to discover you and include your name in their file. Send them a card that lists you as a subject expert.

The key to this technique is to think subject.

What are your areas of expertise that relate to your positioning? Create one or two different cards, by heading, to send to the media. continued...

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FORUM WORKSHOP forumworkshop After the subject, list your name, title, and the organization you represent. The next line is the most critical. Include a few words about your credentials in this topic – what your organization does, what you do with the organization, awards you’ve won, relevant accomplishments, books you’ve written, or the cause you represent. Include both your work and home telephone numbers. Most will only call you during regular hours, but remember that news is an around-the-clock business. Being available is a key to becoming a quoted expert. Below are some hypothetical cards that could be sent to the media.

Architecture Frank L. Left Principal, Left & Gauche Architects Designer of more than 100 office buildings Work: (000) 000–0000 Home: (000) 000–0000 Baseball Cards Lotta Gumm Owner, The Baseball Card Store Has collection of 1 million cards Work: (000) 000–0000 Home: (000) 000–0000 Bodybuilding I.M. Fitt Owner, Fitt family Health Centers Former state champion weightlifter Work: (000) 000–0000 Home: (000) 000–0000 Divorce Marvin Bailey Attorney at Law Popular speaker on “Handle Your Divorce” Work: (000) 000–0000 Home: (000) 000–0000 continued...

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FORUM WORKSHOP forumworkshop The next step is to determine which media people should receive the telephone cards. This depends on your customer base. If you deal with local customers, you should seek to attract local coverage. If your customers come from the surrounding region, then regional coverage is appropriate. And, naturally, if you handle a national or international clientele, then you can seek this same level as a quoted authority.

A case in point. In the 1988 Olympics, the sporting world’s attention was focused on the 100-meter dash. The Canadian sprinter Ben Johnson defeated Carl Lewis of the United States, only to be stripped of his title when a drug test revealed that he was using steroids.

Steroids became a hot topic with the media.

Journalists quickly scrambled on all levels to find experts who could comment on these performance-enhancing drugs. On the national level, an “NBC Nightly News” or a Newsweek magazine would go with a national authority such as a researcher with a pharmaceutical lab.

On the local level, the local television news and daily newspaper would attempt to localize the story. If you were I.M. Fitt, a local fitness gym owner who could articulately describe the pros and cons of steroids, you would be an excellent candidate to be the quoted expert. Editors and reporters would find you because your card was in their file.

Rush G

After you have determined your appropriate level – local, regional, national, or international – put together a mailing list. continued...

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FORUM WORKSHOP forumworkshop Send each journalist on your list one card per subject along with a short note.

Here is an example from I. M. Fitt, our local exercise gym owner: Date Fitt Family Health Center 1234 Main Street Anytown 98765

As a former state weightlifting champion and the owner of a local fitness gym, these are areas where my expertise may be of value to you.

It would be a pleasure to provide you with information or to suggest others who could help.

Enclosed are a telephone index card and a business card for your use.

Yours cordially,

Mr. Perry Black News Editor Daily World PO Box 111 Anytown 98765

I. M. Fitt Owner Enclosure

The key is to be short and to the point. Stress what is in it for them. Promise not only to proDear Mr. Black: vide information but also assistance in finding If you need a source on bodybuilding, others who can help. This demonstrates that weightlifting, fitness training, or steroids, your interests are not totally self-serving. please feel free to call me. continued...

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forumworkshop FORUM WORKSHOP When the media calls, come through with good information and good contacts. Be bold in what you say, because boring interviews will not be used. Also, respect journalists’ deadlines and keep them holy. Always get back to a media call within one hour. Train the people who work with you to red flag such calls and put you in touch immediately. When a journalist is on deadline, often the first expert she can reach is the one who gets used.

Te l e p h o n e index cards work. Suzan Berns, media relations director for the San Francisco Jewish Com-

munity Federation, had a bright idea when she printed up Day-Glo-colored cards. She emblazoned just the word “Jewish” on the card tab.

Although she admits that people laughed when they first saw it, she knows it made her stand out in their phone files. An article in the San Francisco Chronicle was among the results of the eye-shocking card.

Back to who should receive the cards. Let’s examine the local level; however, the same rules of thumb apply to the national level. In those cases, just substitute Ted Koppel’s “Nightline” for your local TV news, USA Today for your town’s newspaper, and the “Oprah Winfrey Show” for the hometown interview show. Reporters change jobs frequently, so send new cards out every six months. continued...

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FORUM WORKSHOP forumworkshop 1. Newspapers & Magazines

2. Television

The first people to include are the beat reporters who cover your industry. Check the bylines of the stories that involve your industry to determine who regularly covers these stories. Obtain the names of all of the editors from the newspaper. The steroids-atthe-Olympics story could have been handled by one of the many departments: news, features, medicine, fitness, or sports. Make sure that they all have your telephone index card.

Also be sure to include all of the columnists, from financial to sports, on your mailing list.

Even if your expertise is baseball cards, you could be just the source the financial columnist needs for that story on offbeat investments.

The next people to include are the television assignment editors. These are the people who determine what stories will be covered and who will do the interviews. You can obtain their names by calling the television stations. If you are really ambitious, you will include all of your town’s television reporters. Each has a say in whom he or she will interview as an expert in a story. Does the station have an interview show? If so, get the name of the producer and send your telephone index card.

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FORUM WORKSHOP forumworkshop Lesson 2: Don’t Wait For The Media To Call You

3. Radio

Then call the radio stations and ask for the Now that you have a names of everyone who works in news. Most spot in all of the journalstations will have only one or two people hanists’ telephone index dling news. They rarely leave the station, but files, you can sit back sometimes they conduct telephone interviews. and wait for them to call.

In most major metropolitan areas, there will be Right? Wrong! Think one or two stations that have a real news staff like a reporter and an asthat does on-the-scene interviews. By all means signment editor if you give every news staffer a want to become the card. Find out the names of quoted authority. producers for the radio interview and public affairs shows. Do not send the When Ben Johnson was disqualified, our card to the on-air host un- would be exercise expert I. M. Fitt should have less that person also pro- been on the phone to the local television assignment editors immediately. duces the show. continued...

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FORUM WORKSHOP forumworkshop The conversation would go something like this: Fitt: Hello, is this the Eyewitness News assignment desk?

Desk: Yes it is, how can I help?

Fitt: My name is I. M. Fitt. I own the Fitt Family Health Centers. Perhaps you might be interested in a local angle on Ben Johnson’s being disqualified from the Olympics. If you are, I am a former state weightlifting champion and I know a lot about steroids. I would be happy to provide your reporter with information or an interview.

Desk: We might be doing something on the Johnson story. How do you know about steroids?

Fitt: We teach seminars on the pros and cons of steroids at our gym. Many young football players and track stars don’t know steroids are time bombs that cause early death.

Desk: Let me get your phone number. We may use you.

Scan the morning newspaper. Examine what is on this week’s cover of Time and Newsweek.

Whatever is making the headlines is good material for local news, but they need hometown experts.

This is where you come in.

Coauthor Henry represented Target Stores when the company introduced the retail chain with 8 simultaneous store openings in California. Although the chain was well-known in the Midwest, awareness was virtually nil on the West Coast. Henry’s job was to keep Target in the news for 8 weeks before the opening. continued...

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FORUM WORKSHOP forumworkshop The first few weeks were relaLesson 3: tively easy. Henry worked with A Primer On News Releases the media to cover various angles including mass hirings, 8 simul- Some say the news release is dead. Actually, it taneous remodeling projects, isn’t even sick. When you want to position scholarship competitions, and yourself as an expert with the media, the news charitable donations to art institutions. After 5 release can play an important role. A news reweeks the media began to get tired of hearing lease is a useful tool for announcing promothat the Target Stores were going to open. tions, upcoming events, and new products. We call this the Chinese Water Drip Torture ApSo Henry scanned the daily headlines for an proach to publicity: little drips and drops of aridea. That week a national truck strike began, ticles that mention your name. and Henry checked how it would affect the local Target openings. Store officials said the News releases work where there is a section of truck strike would slow them down but not a newspaper or magazine that devotes itself to stop the openings. Henry arranged for a Target publishing little blurbs culled from the stacks store manager to be interviewed on the evening of news releases. So by all means, use this selfnews with that local comment on the national marketing strategy. trucking strike story. continued...

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FORUM WORKSHOP forumworkshop But a news release is the wrong approach to garner a big interview, which is the publicity jackpot.

do this, use a query letter. Less is more with query letters to the media. In less than one page you tell what the story idea is and why you are the best person to interview.

So what do you want, quantity or quality? Little name mentions or a BIG splash? The answer is both. They both serve to position you as the expert. The more times your name is seen, the more recognized your name will become.

News releases don’t result in big interviews or features because the media knows you mass produced them and sent them to everybody. To feature you, the media wants an exclusive, a news angle offered to them and them alone. To

TO HELP YOU WITH YOUR SELF-MARKETING, WE WILL SHOW YOU A SAMPLE NEWS RELEASE IN OUR NEXT ISSUE. continued in next issue ...

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RETAILERS FORUM MAGAZINE | AUGUST 2022 Page 83

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SMALL BUSINESS LEGAL KIT AND DISK over 400 pages of practical legal info, forms and agreements for all size businesses. We bought closeout of these books (c) 1995, but still loaded with relevant info. Disk is 3.5 floppy, pages are slightly yellowed. Use just onE form and pay for the book 3x over! Published at 19.95. order no. 1-55850-701-9 $10.00 sPECiAL: Buy any other book on this page and take this one for $5.00! LiMiT 5 CoPiEs to single buyer.

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Page 9191 Page RETAILERS FORUM MAGAZINE | AUGUST 2022 Page 91

USA Closeout Directory Toy Importers & Wholesalers

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Order No. AC $29.95

Business Directories

d, How to Fin ker Sell and Bro Surplus and Liquidated Goods

Hidden Wealth With this authoritive Directory, you will learn to turn pennies into dollars and get goods dirt cheap ...even free! Written by a retired liquidator, the author shares his well protected secrets and workings of this extremely profitable industry.

Learn why those in the business have kept it confidential. You can now have a piece of it.

Discover the proven techniques and see why there is no better information anywhere at any price. Everything you need to succeed in this high profit business is right here. Work full/part time from home!

Order No. 1-88422-24-2 Hidden Wealth $39.95

Jewelry Wholesalers & Manufacturers This exquisite directory will bring the world’s finest jewelers directly to you! Featuring fine jewelry of all types including: • Beads • Diamonds • Gemstones • Gold • Silver • Much More! The suppliers list their names, addresses, websites and specialties.

All feature high-end quality jewelry that is sold wholesale for resale. You would have to travel the world over to view the thousands of suppliers listed in this brand new directory. If you are in the jewelry business and looking for new, high quality suppliers, you must order this directory!

Order No. FJ $29.95

Holiday Merchandise Wholesalers & Manufacturers Introducing our newest directory that puts the country’s largest suppliers of holiday merchandise at your fingertips. Seasonal merchandise is a mainstay of the industry, but up until now it was hard to locate the thousands of suppliers scattered across the country. We have ended your searching with one directory which includes all types of wholesale merchandise: • Bows • Candles • Cards • Costumes • More Order No. HM $29.95

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Page 93 RETAILERS FORUM MAGAZINE | AUGUST 2022 Page 93

USA Mail Order Catalogs

Wholesale Gift Guide A Great resource to locate higher end decorative merchandise. This gigantic 400 page guide is the definitive resource guide to finding suppliers for gift products. Listed by category, over 4,000 leading wholesalers and manufacturers servicing the gift industry are included.

• Accessories • Collectibles • Floral • Gifts • Home/House You’ll refer to this on a daily basis to find new suppliers for products.

Order No. GG

Gift Guide

New for this year is a compilation of BOTH consumer mail order catalogs in addition to business-to-business catalogs in one huge volume! Part one of this incredible collection of mail order catalogs provides the most comprehensive look at the consumer catalog in the industry available anywhere.

Over 7,000 consumer catalog companies are listed under 44 various product chapters from Animals to Toys and Games.

Catalog size, number of catalogs mailed, sales volume and key executive names are provided for ease in marketing your products to these catalogs.

The second part of this directory provides details on suppliers of everything from computers to laboratory supplies; office products to office design; marketing resources to safety equipment. Just about every kind of product or service that a business needs to operate is covered.

Order No. 159237-156-6 1,900 pages $450.00

$39.95

BUCKS FOR BLING

Annual Guide to the

Accessories Sourcing Directory

Licensing World

The comprehensive directory provides you with direct sources for the designing and manufacturing of bags, belts, hats, shoes, gloves. You will find the top companies to help you produce your merchandise directly at their factories.

Here is an incredible Directory that guides you through the world of Licensed prod-uct merchandising. Need to know who owns a license? Who to contact to distrib-ute a licensed product? This book has all the answers and covers the entire world! Licensors: Listing of companies that are the agents and license holders.

These are the sources that you would apply to if you wish to obtain a license to manufacture

Sourcing For Jewelry Makers Directory

merchandise. Licensees listed here you will find the companies who distribute licensed merchandise. Full listings include categories of merchandise each company handles. Contact these companies to buy the licensed merchandise that they have manufactured. The licensed merchandising industry moves billions of dollars of products every year and is one of the fastest growing segments of retailing.

Up-to-date and easy-to-use directory solving your jewelry materials sourcing, production and contracting needs.

If you are considering your own line of jewelry items this is a must-have in locating materials and factories to produce it.

Order No. 121 $150.00

Order No. 122

Order No. 321 $249.00

1-800-635-7654

Page 94

$100.00

Business Directories

APPAREL BUSINESS DIRECTORIES Fabrics, Services, Trims A complete and updated guide listing over 2,600 nationwide suppliers of all types of domestic and imported fabrics, trims and notions, plus forecast services, swatch design studios and more for the apparel and design industries. Listings include sales manager’s name, price points, minimums, etc. Fabric and trim manufacturers, converters, jobbers and reps are listed. This sourcebook provides you with MATERIALS and sources to make your own goods.

Order No. 0971486735 $135.00

Directory of Brand Name Apparel Manufacturers Updated and easy-to-use directory listing brand-name label manufacturers and importers in the women’s, men’s, children’s and accessory markets. Developed and targeted for store and catalog buyers to shop the apparel and accessory markets easily, there are over 2,800 brand name labels listed, broken down by types of apparel classifications. If you are looking for the SOURCES for brand name goods, this directory is for you.

Order No. 0971486751 $135.00

Apparel Contractors (USA Edition) This up-to-date directory solves your production sourcing and contracting needs in the Americas. The sourcebook includes: sewing, cut-n-sew, and finishing contractors and apparel production services from within the U.S., Canada and South and Central America. All factories are sorted by clothing classification and by U.S. state or by country.

This directory will help you put your own designs into production.

Order No. 0971486743

$125.00

RN & WPL Encyclopedia A comprehensive listing of every Registered Number and Wool Product Label ever issued by the Federal Trade Commission to identify all sorts of goods imported, manufactured and/ or sold in the U.S. Over 126,500 records including contact information for more than 31,500 manufacturers, importers and wholesalers of apparel and textile goods. Listings include where available: RN or WPL number, contact names & titles, street addresses, phone & fax numbers, website & e-mail addresses, type of business and product information.

Order No. RN8. Directory $285 Order No. RN8C Directory/CD Combo $475

The Small Design Company's Guide to Wholesale Fabrics & Trims Upj-to-date guide created specifically for the smaller design houses and home sewing businesses. Directory lists fabric and trim companies that will sell to businesses that require 0 to 500 yards as a production order. Book lists low-minimum and in-stock fabric suppliers and all their contact information.

Order No. A-106 $65.00

1-800-635-7654

Apparel Business Directories

Page 95 RETAILERS FORUM MAGAZINE | AUGUST 2022 Page 95

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WholesaleSources.com your search engine for everything wholesale!

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