Let's say you just received a large lot of women's or men's brand
name clothing from me. You love the clothing, and are confident
that your customers will like it as well. Now you just need to
bring your customers and the clothing together, and you should be
able to start ringing up the sales.
So how do you accomplish this?
By running a sales event!
Organizing sales events can be exciting and interesting but
simultaneously stressful and nerve-racking. This is especially true
when retailers are faced with a dilemma in balancing the need to
create an enjoyable and beneficial sales event, and at the same
time entrusted with the responsibility to create publicity for it.
Nevertheless, if the right approach is used, creating publicity for
sales events will become an easier task to manage. The following
tips will provide you with an insight on some of the best practices
used in creating publicity.
1. It's always a good idea to work in a team, and delegate the task
of creating publicity to a particular team member. This way, you
won't be caught up in the legwork, but rather be involved from an
event manager perspective. Your responsibility then is to make
decisions and guide others in getting things done for you.
2. Selecting the right person to delegate this task to is also an
important factor in making your event a success. It is essential
for this person to possess the necessary contacts with media
companies, such as television stations and newspapers, way before
the event kicks off.
3. Use short copywriting for direct mailers or newspaper
advertisements. Good editing and good writing go hand-in-hand to
create impact for your publicity pieces. Also, thick information
packs are out of the question, unless specifically requested by the
4. Try not to use copywriting that may be a tad too creative or
flowery. Your audience has no time trying to figure out your
message, and it is best that you send them something direct and
5. Although it may be common sense to include a contact number or
an email address in your publicity pieces, you may be surprised
that many sales event organizers actually overlook this. Keep this
in mind so that you can be contacted for further information.
6. No one wants to read outdated information. That is why your
sales notices should be kept as relevant and up to date as possible.
7. Always stick with the truth when you are answering questions
from the potential customers. Many resellers tend to exaggerate and
end up presenting their products in a way that falls short of
In my wholesale and closeout business, I always strive to represent
my wholesale products in a very conservative and understated manner.
This way the customer has a realistic expectation of what she will
receive, and hopefully will be very happy with the merchandise.
Creating sales events for your products is a great way to attract
customers who will be happy to buy your products.