When you create advertising for a small wholesale or retail
business, consider both the life cycle of your product along with
customer buying habits.
This is the reason why department stores start out by selling their
clothing at full price, and slowly lower the price until they sell
their remaining inventory at below cost to a wholesaler such as
You will notice that my clothing, handbags, and shoes are all sold
at below wholesale at http://www.closeoutexplosion.com due to this
Please continue reading so that you can see how to maximize the
profitability of your sales.
Today, both wholesale and retail sellers, and buyers alike want
fast results. You should recognize that the actual process of
turning your prospects into customers still takes time. Buying
cycle times may be shorter today, but the process still exists.
People often buy according to their past purchasing habits and
patterns. These habits can be hard to change.
Classic marketing theory details the life cycle of a product or
service as (1) introduction, (2) growth, (3) maturity, (4) decline,
and (5) phase-out. In other words: when it's (1) New, (2) Rapidly
Accepted, (3) The Industry Standard, (4) Fading, and (5) Hard to
Furthermore, the people who buy those wholesale closeout products
can be profiled in different stages as (a) innovative adapters, (b)
majority adapters, or (c) stragglers.
Profiles of these three buyer categories (a) (b) (c) are helpful in
creating advertising tailored to each phase of the five life cycles
of the product or service. Judge accordingly.
For example, when you introduce a new closeout product, one of your
prime target markets should be the early adapters, the innovators.
It has been estimated somewhere around 10 to 20 percent of people
do their own research and experimentation about their purchases.
The other 80 percent or so are followers (b) (c). They read, listen
to, or watch ads; try recommendations from their friends, neighbors
or co-workers; or use coupons, etc.
It is advertising that educates and entices wholesale and retail
prospects at these different purchasing stages to try something new
for them. Most importantly, it happens person-by-person. Over time,
good advertising can remind, motivate and change buying habits for
those in each type of profile.
So it is important to let each group know your wholesale or retail
product is there and ready for them when they want to buy. Plan to
have your advertising message repeated often enough where it will
be available to them when they are ready to explore and make a
It only takes money and time. Be patient. Keep chipping away at it.
Soon, your targeted advertising message will be part of your
product life cycle and customer buying habits.