Digital gift cards, or e-cards, have become popular. They are purchased on the Internet, and then sent to recipients via email. It’s become quite convenient for busy shoppers who have no time or patience to figure out what to get someone on their list, and with extreme ease, the purchase can be made in seconds.

According to the experts in the industry, the best of these cards are the ones that work online, in brick and mortar stores, and on smartphones. Interestingly, the retailers scoring the highest on related surveys of the gift card market were those that also allowed consumers to customize offerings beyond simply specifying the amount.

Another surprise came in the form of recent findings, as it was learned that out of the Top 100 Retailers (on Internet Retailer’s list) only about half were even offering cards.

These findings indicate that there may be quite a few unexplored and untapped opportunities to capture additional sales, throughout each individual encounter.

Companies that ranked highest were awarded top points based upon their offerings of “selection experience,” which included the option of personalizing gift e-cards by uploading images or photos directly, at the moment of purchase. Another feature that was well-received was when retailers notified their customers when the e-cards were viewed by the recipients.

Another incentive is being developed through incentives that require partnerships or affiliations with other businesses that don’t necessarily qualify as competition, but enhance the sale. For example, retailers that sell apparel could offer their customers e-cards for restaurants, and those gift cards can be used as a way to further entice or add on to an existing sale.

Applebee’s Neighborhood Grill & Bar became the latest major retailer to launch digital gift cards, and they can be bought on its website, or even Facebook, and then e-mailed to recipients with notifications sent via SMS to a mobile device. The notifications can also be posted on Facebook.

As further evidence showing the advance of online incentives getting their share of market in the real world, the advent of  Facebook Credits has upped the ante. These credits, which are already available for purchase in some physical locations and stores, can now be used to purchase virtual “goods” in Facebook games, as well as apps.

Although many shoppers won’t feel compelled to play the games or spend actial money to increase their status on the Facebook community, there will be a very strong demand from younger participants, especially the ones who are hard to shop for. Furthermore, this kind of incentive-based program can be combined with other forms of promotions to drive higher sales, increase customer engagement, and deepen loyalty across the board.

This trend has led to a huge shift for companies that are involved in virtually every level of the supply chain. Now there is a growing amount of evidence showing that they are taking a more customer-driven approach when it comes to the actual design of the supply chain, and where it leads to. Business today has evolved to a point where everything is about the services used, as much as they are about the actual products in question.

In addition, the entire process and system is made more complex than it was decades ago, and this can add to the difficulty. Most businesses that have been surveyed by industry experts have indicated that they believe the changes will only produce more challenges in the future. The majority of those same businesses also said that they would lead to new growth opportunities.

Manufacturers in particular are taking a double-sided view on the new range of complexities. Many of them are stressing the fact that a nearly overwhelming environment is the direct result of the changes, with all of them needing to find new ways to offset escalating costs and deployment of specialized personnel to take care of the new challenges. On the other hand, the rules of differentiation – which is the standard for determining the rates of change in everything from assembly lines to aerospace applications – could be of use, as there are quite a few of those same businesses that have taken a far more optimistic perspective, and view the challenges as being a chance to modify key data in their customers’ eyes.

The bottom line: the very things that make a company stand out for dealing with these global changes, could be exactly what they needed to get ahead with customers, especially where service is concerned.

There has also been a radical change to the way the “four P’s of marketing” (product, price, promotion, and place) affect the industry, as these older milestones are no longer totally applicable in today’s manufacturing and distribution environment. Again, service is emerging as the key differentiator that will make the biggest difference.

Most companies that are competing for being different are also seeing that they are now not only competing on the quality of their products, but also on the processes and services offered throughout their supply chain. A customized service may become very important, if a company is going to set itself apart from its competitors.

Flexibility will be of major influence, and B2B e-commerce platforms that offer the choices that smaller companies need will be able to reap the benefits of dealing with the changes in the market. Working directly with manufacturers, and removing the complications for their buyers will be another tremendous asset that sets the winners apart from the rest.

Increasing the bottom line with the right blend of traditional and innovative marketing solutions may not be an easy task, especially when dealing with anything that revolves around the fickle playbook of SEO and SEM tactics, or even the newly-emerged industry of mobile handset apps. There’s a lot to learn, and it can be more than the typical business owner has time for.

If a company is looking for a customized solution to increase sales by locating new markets for growth, and perhaps even coaxing sales from idle accounts, there are many companies that can help. The trick is to find the one that fits a particular business, and its particular needs.

Experienced professionals should be able to listen closely and work even more closely with their customers, in order to gain a thorough understanding of various clients and their needs. Understanding is a key factor in developing a custom B2B marketing solution, as this will be designed to improve business sales, reduce costs, and ultimately improve the bottom line.

It’s helpful to have a quick reference available, which will assist in giving the entrepreneur a leg-up on getting the process started. Here is a small but comprehensive checklist of items that should be offered by any company that has expertise in providing the solutions in question:

• Appointment Setting
• Multi-Tiered Sale Programs
• Sales Force Optimization Process
• New Product Introductions to be Suggested
• Account Winback Programs for Lost Accounts
• Strong Qualification Processes and Standards
• Professional Lead Generation & Management
• End-to-End Lead Management System
• Sales Territory Coverage/Knowledge
• Integrated Team Selling/Coverage
• Extensive Prospect Databases

The real focus for any company should be the acquisition of new accounts and growth of market share. What happens after that market share is attained is something that a qualified B2B marketing solutions provider should be able to follow up on, and help perpetuate for their clients.

As important as the ability to respond to new discoveries in leads that have been generated is the ability to adapt to changing markets with a high level of consistency as well.

Qualified leads should also be somewhere near the top of the list; these are the backbone of sales, and are second only to actual customer referrals in their ability to bring revenue home. A company that can help to uncover qualified leads will be indispensable to small businesses that are either tapped out, or simply understaffed with a sales department that can’t afford to go out and find the leads on their own. In addition, getting qualified leads through a service provider that already has them categorized and indexed, will almost always prove to be a highly value-driven decision.

With these basic tips, anyone can start the search for a qualified B2B marketing solutions provider. It’s a lot to cover in one breath, but in the end the results could be well worth the initial outlay of investments and effort, if only to organize and refresh the direction for a company that has been in need of a tune-up for some time.

Community involvement is a great way to get a brand or product type in front of consumers, and it works with buyers as well. Many buyers are paying close attention to what their customers want, and they follow trends carefully. If a manufacturer or supplier puts their image and product into a local, community-driven, and personal perspective, it may do wonders to elevate visibility in more ways.

What about podcasting? Every company should be. Why would a manufacturer or supplier be any different than a retail operation, in terms of giving the customer the information they need to make a buying decision? With podcasts and other powerful forms of media, a message can be put out that will not only inform, but perhaps also entertain. Global economies and global trade shrink the world down in size; they also raise the stakes in terms of competition. The message a supplier should be putting forth is one of accessibility, not an image of being an impenetrable fortress that only certain buyers can enter.

Tailoring sales and marketing to generational differences makes sense. The world has changed substantially in the past 50 years, and there are a lot of differences between the generations of people who have formed buying habits through the decades. Addressing each of these generational characteristics can lead to better communication of a marketing message.

There is still a lot of traditional media in circulation, and much of it is picked up and read regularly by those who grew up with it over many years in the past. It’s hard to beat the cost effectiveness of a trade magazine or industry publication, if the readers are people of influence or decision-makers who need to know where the products are, and prefer older forms of media over scanning hundreds of web sites. In addition, the massage that is carried by the printed form can tie into Internet advertising for a combined effect.

Celebrity endorsements are still a big hit, especially where the consumer public is concerned. Looking for some actors and authors to endorse and showcase a product might not as expensive as it seems, especially if the promotional event is planned for a specific region or area. It would make more sense to have a local celebrity endorse a product in their home market, or the area where they are most effective, rather than pouring budget into an international superstar. An important point to consider is making a calendar of events in advance, booking the celebrity with lots of lead time, and advertising the event weeks ahead, to ramp-up the turnout.

Looking back in time will reveal some older campaigns that might not have been effective at the time. As the world changes, sometimes the failed or lackluster  advertising attempts of the past can get much more traction today. With retro being a pop culture item of interest, there may be a wealth of valuable advertising material stored in a darkened storage space, that could become the freshest and most interesting new direction a company has seen in decades.

With some ingenuity and dedication, any company can refresh itself and make an advertising campaign or marketing message appealing to buyers simply by following these tips.

Social networks are quickly becoming the number one way for mobile users to exchange information. Use of these devices, and social networking apps has increased by almost 250% from spring of 2009, to spring of 2010. One of the biggest factors is to be found in the elevated use of smartphones. According to market research, the number of Americans who are considering switching to a smartphone is about twice as much as it was two years ago. In this report, there are top ten items that are going to impact the social media landscape, with the advent of new mobile phone and tablet PC technology:

1-Let Freedom Ring

There is further research that shows a direct connection between the rise of social media, and the increase in mobile usage content. This is significant for shoppers who want to buy from their phones, rather than entering a physical location or even dealing with making purchases online, while tethered to a desktop PC. This newly found freedom to roam stores and gather data on the fly is going to be of major influence, research indicates. The portability of mobile handsets will lead to enhanced usage throughout locations that were inaccessible before.

2-Growth in the Number of Users

According to online polls by eMarketer, reports show that in 2008, there were approximately 228 million mobile phone users in the USA, which represented about 75% of the total population. In 2009 those numbers grew to roughly 239 million, pushing the growth figures upward about 78% for the number of users. This figure is expected to be reaching 250 million users before long.

3-Get Smarter

The handheld device market is shifting, and it’s in favor of smartphones, and the USA consumer market is fueling much of the demand. With up to 15% of consumers polled responding that they would be buying a smartphone in the next 90 days, smartphone penetration in the US market will climb steadily. Around the world, Nokia’s Symbian OS accounts for about half of smartphone subscribers, due to its dominant position in Europe and in the Asia-Pacific region, but in the USA it seems that Apple’s iOS, Google’s Android, and RIM’s BlackBerry are the ones going head-to-head for market share. Blackberry currently enjoys the largest portion of that market share, but what will be of interest is the turning tide, as Android shows the fastest growth in the market. Without even getting into the speculation over Microsoft’s Windows Phone Series 7 OS, it can be concluded that smartphone owners are a hungry lot, when it comes to their desire for more app use, browsing, social networking, music, video, and messaging.

4-Mixing Business with Pleasure

Gaming on mobile devices has seen growth of 45% in 2008, with continued growth pushing 64% this year. The expected figure for 2011 is forecast at around 73%, as technology and support for high-end apps gets better and faster. As if that wasn’t good enough news, mobile gaming, music, and video revenues will very likely more than double from 2010 to 2014, at their current pace. The biggest winners in the gaming business will be the ones who can strike the best balance between fee and free, as services fall into openly accessible apps, and those that come with a subscription.

5-It’s All About Where You Say It…

Location is everything, especially when it comes to mobile marketing with handheld devices like phones or tablets. The closer a marketer can get to a consumer, the more relevant their message can be made at the moment. Putting the power to buy near the point of purchase will be a deal-breaker for many, a will providing information about the product in question.

6-It’s Also How You Say It, Too

The way consumers communicate with each other is changing in a big way, and studies show that today’s consumer with a handheld device is using the smartphone to do everything from sending text messages to other mobile devices, using the phone’s browser, downloading apps, playing games, and even updating their blogs while they’re out on the streets. The concept of localization comes into play once again, as marketers try to find the best ways to make consumers aware of their products from being in the right place at the right time.

7-Cheaper, Lighter, Faster… Better

Mobile devices have made quite a dramatic evolution, and with new technology comes the ability to make them more portable, and for a lower price. These devices have essentially become miniature personal computers, and boost the environment for tablets to make their place a permanent one in the coming years, especially after considering the previous points about location playing a large role in how purchasing decisions are made.

8-Tablets are a Clean Slate

While they still have their share of detractors, tablets are rapidly changing the business of computing, and they are doing it at a surprising rate. Experts at EMarketer project a future of 12.9 million iPad shipments worldwide in 2010, with 36.5 million 2011, and 50.4 million in 2012. There could be a 25% presence in the market for tablets, next to notebook and desktop PC sales. One thing that tablets are promising is a more immersive experience for users, and this is driving sales. The industry at large is pushing towards the HTML 5 standard, which means the Internet is becoming more app-like, so there’s an increasing convergence between the appearance and experience.

9-The Need for Big Bandwidth

By the year 2015, mobile consumers in the USA are expected to consume data transfers of about 327,000 terabytes of mobile data per month. Industry analysts at Mobile Crunch point out that this kind of growth represents a 40-fold increase in data consumption over five years.

10-Making Room for Video

Mobile video may be at the core of the mobile device market’s massive growth, say industry experts. In 2015 the rate of data transfer for video content is expected to be somewhere around 225,000 terabytes per month, making the need for high-speed data transfer options a necessity. As carriers roll out 4G technology, carriers are expected to move toward tiered pricing, to make video streaming a reality that could impact advertising and marketing content in ways that agencies could have only dreamed of.

Support Your Current Customers

Customer service takes on a whole new meaning with Twitter involved. In an instant you can respond to a question a customer may have, say thanks for a nice compliment or listen to feedback they may have for you. With 140 characters or less as the limit for each tweet sent out, customers and businesses both have to make it quick and get to the point while chatting – something a phone conversation or email rarely accomplishes. With time always an issue for businesses, doesn’t this make sense?

Make New Customers

No one can fess up to being totally satisfied with their existing customer base. If we were, how much longer would we be in business? Retailers and wholesalers both need new customers to maintain their business and keep it growing. Twitter is a great outlet to meet potential customers that you may not have been exposed to otherwise. Through frequent Twittering, you will naturally build a following (the term used to identify people who follow your Tweets) and quickly get introduced to a new customer base. How you tweet will decide if you capture them as an actual customer beyond the world of Twitter.

Becoming A Voice Beyond Your Business

Sometimes it’s the tweets in between the work related tweets that get the most attention. Incorporating your own thoughts and opinions can provoke Twitter conversations that can expand your following and hence, your business. Finding a balance between tweets about your company and tweets about yourself will be something you need to find on your own – but just know that the more it goes back to business, the more business you will likely have.

At the end of the day, Twitter is something that isn’t going away. You may have tried it once and decided it’s not for you or never tried it and thought the trend would pass. But the reality is it’s here to stay. On you on board? Your customers are.

As a wholesaler, getting your foot wet in the retail industry can be easy. But getting both your feet soaking wet in the world of retail isn’t always as easy as it may appear. There are many steps involved in reaching your goals, but among the first that you will have to face is how to attract buyers as a new wholesaler.

Buyers across the country and around the world have accessibility to wholesalers in a variety of ways. Buyers are introduced to new products every day, so it’s important your products are repeatedly being introduced to them. Trade shows, advertising and networking are all successful outlets to gain attention from buyers, and as a combination they are sure to make an impression.

Trade Shows

Don’t let the idea of a trade show scare you. Yes, they can be expensive. Yes, they are a huge time commitment. Yes, you will likely need to travel to attend a good one. But the most important thing they can do is help your business.

Unlike regional trade shows and knocking on local mom and pop stores, national trade shows launch your business to a whole other level. They have attending retailers from across the country and possibly even the world that are not just attendees, but potential customers for your business. Think about that for a second… You now have the opportunity to gain retailers attention face to face that you may have never known existed otherwise. Need we say more?

A few things to consider when preparing to attend a show include the following:

1. Present your product professionally. Have a polished buyer’s packet prepared that can be shared with all perspective buyers. This should include your product information, company details, designer details if applicable, retail and wholesale price points, opening order terms, delivery expectations and re-order details. Including photos that are professionally presented within this packet is essential. Color, sizing, and availability details are also important to include. If you have case packs, include these details, as well.

2. Respect your buyer’s time. There is a lot to see at a trade show, and buyers know this more than anyone. If you understand this going into the show, you won’t be surprised when a buyer is quick to walk through your booth, grab a buyer’s packet and then walk away. Understand that retailers may write orders at the show but many prefer to write orders after the show instead. Try to get their business card so you can follow up with them once the show is over. Taking notes on what they may have looked at, asked about or mentioned to you while at the show will make a great conversation piece for when you call them up. Your goal, of course, will to be to get an order placed. But remember to respect their time… just because you have time to chat doesn’t mean they will.

3. Stand in the buyer’s shoes. When you walk into your booth, does it flow well? Are products accessible for buyers to touch and experience? What feeling do they get from your displays? Buyers need more than just a great product to draw them into your booth – they need a great experience. Use merchandising, music, color, giveaways and a great personality to help with this.

Depending on your product, there are a variety of trade shows that can help support your business. Some leading shows to consider include ASD (www.asdonline.com), Off Price Show (www.offpriceshow.com), National Hardware Show (www.nationalhardwareshow.com), Magic for Apparel and Accessories (www.magiconline.com) and ABC Kids Expo (www.theabcshow.com).

Advertising

How often are you left with an impression of something – anything – that stemmed from an advertisement? The same way it affects you, it affects buyers. Luckily, there is no shortage of advertising opportunities that will gain retailers attention. With a little research on your end, you can reach your specific audience in a variety of outlets.

1. Online Advertising. Facebook has it. Even Twitter has it’s own way of doing it. But the best way to gain retailer’s attention via online advertising is on the sites retailers repeatedly look at. Blogs, retailer resources and editorial websites can all offer you this.

2. Print advertising. Good old fashion paper will never look better than with your company’s ad on it. Consider advertising in your favorite editorial trade magazine. And when it’s show time, don’t forget to get an ad in the trade show hand out that is sure to be a buyer’s bible.

When preparing the actual ad, don’t skimp on the details. Make sure it stands out from the rest while still looking polished and professional with informative details included.

Networking

If you don’t like people, then retail isn’t for you. In order to be successful, it will take a lot of talking. And then some more talking. Just remember to listen in between all that chit chat so you can learn from others, as well. By doing this, you will form a network of professionals who you can lean on, turn to and gain from. Retail references, distributor advice, saving ideas and so much more can be learned from others. Listen to everything, react to what matters for your business and meet new retailers as a result. So what are you waiting for? Time to get started!

The site was recently re-launched with many new features, the most important being the addition of Supplier Pass™, a shield earned by suppliers who successfully pass a company profile verification conducted by an accredited third-party agency. The exclusive agent to authenticate and verify the information submitted by suppliers for the Supplier Pass™ shield is 1st PMF Bancorp.

The Supplier Pass™ Golden Shield next to a supplier’s listing indicates the company is authentic so buyers can trade with greater transparency than the norm. Even prior to the official re-launch, the site had over 100 Supplier Pass™ members and will likely gain thousands of new Supplier Pass™ vendors by the end of the year.

Manufacturer.com provides Free Access for Buyers as well as Free Membership and Premium Membership for Suppliers.

Buyers Get Major Benefits

· Access thousands of manufacturers/suppliers in over 200 countries
· Get Custom Product Alerts
· Buy Directly from Worldwide Suppliers
· Source with Confidence from Supplier Pass™ Members

Suppliers Can Be Free Members

· Display Products Free
· Create a Company Profile on manufacturer.com
· Post a Maximum of 50 Products
· View and Contact a Maximum of 5 Buying Leads
· Get a Website Template with a General Subdomain (ex: yourcompany.manufacturer.com)

Suppliers Can Be Premium Members

· Attain a Supplier Pass™ Shield
· Display an Unlimited Number of Products
· Create a Company Profile
· Respond to unlimited buying leads
· Get a Priority Listing in 10 Keywords
· Get a Website Template and Post Unlimited Products on a Subdomain (ex: yourcompany.manufacturer.com).

Because the JP Communications INC network includes TopTenWholesale, WholesaleU and OffPriceNetwork, Manufacturer.com will be joining an existing network of over 2,000 suppliers with millions of buyers. Manufacturer.com also provides access to a free Community Center than includes News, Blogs and a Video Library where community members can post and view industry videos without charge.

This makes Manufacturer.com the leading USA-based supplier directory in China that offers premium services for manufacturers and suppliers in over 200 countries, helping them reach international and local markets. This B2B wholesale products and services directory connects millions of international buyers with thousands of suppliers that list billions of products in hundreds of categories. The result is a very efficient platform where global buyers can source from a single marketplace.

The strength of Manufacturer.com is connecting USA buyers with manufacturers and suppliers in China. That was the major reason for the JP Communications INC merger – to take advantage of its existing USA network for handling the direct advertising of over 2,000 very large, mid-sized and small wholesalers, importers and exporters ─ making the USA and Chinese resources available to worldwide buyers and suppliers.

The newly launched Manufacturer.com promises to be a sophisticated B2B trade platform that provides free access to buyers and suppliers along with premium membership benefits as an option for suppliers. The addition of community benefits, such as the TopTenWholesale News Room, Blogs, Forums, and the TopTenWholesale Video Site for posting and viewing business videos, makes the new Manufacturer.com wholesale marketplace a great place to trade and keep abreast of the industry.

Join our Community, fill out your profile and start connecting for business and profit. Have a question about buying or selling on the web? Go to TopTenWholesale Answers where you can ask a question or browse community questions and answers.

Sponsored by the World Trade Center Los Angeles and other businesses with heavy interests in Chinese manufacturers who trade with the city of Los Angeles, this event is one of the biggest of its kind, and will provide a functional trade platform as one of the largest commercial trade fairs in China. There will be many opportunities to get to know some of the best manufacturers and most prominent investors in China, as a delegation of members from Jiangsu, Shanghai, and Zhejiang will be in attendance.

“It is one of the best trade platforms to reach the most vigorous regions in China. You will get the opportunities to know the better manufacturers and investors in China, especially through a special breakfast with Jiangsu, Shanghai, and Zhejiang Delegations.”

East China Fair (ECF) is the largest regional importer and exporter trade fair in China, in terms of variety of exhibitions, visitors, and on-site importer and exporter transactions which stand at $3 billion USD during the 20th session. With an annul 6-day session in Shanghai, ECF is co-sponsored by nine provinces and cities. These featured cities are Shanghai, Jiangsu, Zhejiang, Fujian, Jiangxi, Shandong Province, and the two cities of Nanjing and Ningbo. This region, covering over 1/5 of national GDP and 2/5 of national foreign trade, is amongst the most vital and developed areas in China. The Chinese delegations will give you an excellent introduction about ECF and trade opportunities in Jiangsu, Shanghai and Zhejiang.

Hosting event: ChinaMart Los Angeles and the World Trade Center of Los Angeles will be presenting this event to assist local companies to connect with Manufacturers and Investors in China directly in this special morning conference of introduction.”

Presented by: Department of Commerce, Jiangsu Province

World Trade Center Association Los Angeles-Long Beach, Partner Organization: North American Representative, and Office of Shenzhen.

9:00 AM Registration/Breakfast Networking

9:30 AM Opening Remarks: Mr. Dajun Tang Chief Representative China Jiangsu Provincial Economic and Trade Representative Office in USA

9:40 AM Welcoming Remarks: Ms.Luomei Shu, Commercial Counsellor The Consulate General of The People’s Republic of China in Los Angeles

9:50 AM Welcoming Remarks: Chief Representative Mr. Andrew Pan North American Representative Office of Shenzhen

10:00AM Keynote Remarks: Comprehensive Trade Perspective in the East China regions and Introduction of East-China-Fair Mr Zhen Yu Deputy Director General of China Jiangsu Provincial Department of Commerce

10:20 AM Closing Remarks: Mr. Vance Baugham President World Trade Center Association Los Angeles – Long Beach Stephen Perl CEO ChinaMart Los Angeles

10:30 AM End of Conference

This is one of the best trade platforms to reach the most vigorous regions in China. You will get the opportunities to know the best manufacturers and investors in China. East China Fair (ECF) is the largest regional trade fair in China with the most traders, great variety of exhibits and the most on-site deals. With an annul 5-day session in Shanghai, ECF is supported by Ministry of Commerce of the People’s Republic of China and is co-sponsored by nine provinces and cities, such as Shanghai, Jiangsu, Zhejiang, Fujian, Jiangxi, Shandong Province and two cities of Nanjing and Ningbo.

The 21st East China Fair will be held at Concourse Ballroom 1 of the Marriott Los Angeles Downtown, which is located at 333 South Figueroa Street, Los Angeles, California 90071. The event will be held on Thursday, September 9, 2010 from 9:00am – 10:30am.

The 20th East China Fair had about 20,000 business visitors from 140 countries and regions as well as 25,000 of their Chinese counterparts. Exhibitors from all over the world are warmly welcomed.

For those who were willing to put their own skepticism aside, delegates and attendees at the massive wholesale exhibition were rewarded with a selling environment that could not have been possible without the support of industry players who looked further down the road.

(Happy attendees squeeze through the crowd as they peruse aisles.)

To add to the frenzy of excitement, the OFFPRICE Show was held in a new and notably improved venue that offered not only a bigger selling space, but a huge upgrade from the prior location. Industry experts said that the greatest feature for the 10,000+ attendees, was the show’s new home in the grand stage of The Sands Expo & Convention Center.

David Lapidos, OFFPRICE Executive Vice President, exclaimed that the show featured “High ceilings, fabulous lights… all the vendors were happy, and the buyers couldn’t be happier! It was very gratifying to receive feedback from EVERYONE on how much they love our new home.” According to sources at the show, many of the buyers are now calling the OFFPRICE Show “The Promotional MAGIC,” to which Lapidos expressed great satisfaction upon hearing.

In spite of budget cuts and tightening marketing dollars, 128 more booths were on display than last year’s show, along with 46 more exhibitors. Once again, the August OFFPRICE Show set the tone for a vibrant economy in wholesale, despite claims that a struggling economy would be undermining everyone’s efforts. The overwhelming theme of the show was centered around best prices, and delegates were busily handling large volumes of order-writing to satisfy the demand heaped upon them by energetic buyers.

Andy Shamsi has a company called Cosmo Trading in New York, and has been exhibiting for 10 years. When asked about order-writing, he replied “I had the greatest first day ever, and my second day was even better.”

Shamsi also explained that much of his order-writing was generated from existing customers, but upon further investigation, it became clear that the opportunities for first time orders were enormous as well.  Peter Gardner, of Mizrahi-Gardner in LA, was enthusiastic in telling event promoters that  a large retailer from Canada took a majority of stock from one of his brands, which was a large boost to his overall sales. He added “On the last day, I wrote a very nice order with a buyer from Guam.”

On the international scene, there is strong evidence showing that interest is flourishing, and event coordinators were able to report that over 400 buyers from global locations such as Canada, Mexico, and even others as far away as New Zealand, were representing chains in attendance. All were buying product, and the networking opportunities were unparalleled.

On the domestic front, there was an interesting and perhaps telling trend. While the largest of the off price and discount retailers were represented at the show, a noticeably influential number of smaller independent retailers and operators proved to be the ones who contributed most to the growth of the OFFPRICE buyer community.

Such responses were heard from a variety of attendees, including Rosa Jones of Diamond Girl in Homestead, Florida. “I gained some new vendors that I am very pleased with at this show, and I’m already registered for (A TASTE OF) OFFPRICE in LA (in October) to seek out more deals on trendy goods for my urban boutique.”

Newer buyers such as Jerry Leehan of N&S Sports Memorabilia in Plainfield, MA said “It was a fun experience, as well as a great resource for my business. I met some great connections and purchased some great apparel.  I will be attending next year for sure.”

Lapidos went on to comment about the question of competition in the industry. “We enjoy enormous support from the national chains, but we also help the little guys grow their businesses. They can’t compete with the Wal-Marts on price, but (through OFFPRICE) they can put in better-recognized merchandise at a lower price. And that’s what buyers need to fight the big boxes.”

A group of big box retailers known as the “400 Founders Club” were representing the largest national chains that came to buy at the August OFFPRICE Show, and they made full use of the ample space and accommodations of the show floor to pursue active order-writing and other immediate needs.

Upcoming OFFPRICE events with confirmed dates include:

A TASTE OF OFFPRICE (at LA Majors Market)

October 4-6, 2010

Exhibit Hall, California Market Center

Los Angles

OFFPRICE

February 13-16, 2011

Sands Expo & Convention Center

Las Vegas

A TASTE OF OFFPRICE (at NY Market Week)

May 1-3, 2011

Gotham Hall

New York

Those who are dealing with imports are going to need to do their homework early, as the process of establishing agreements and trade specifics can be a time-consuming affair, especially in the beginning. It’s of utmost importance to get sources verified and quoted by the middle of the year, so that placing the actual orders and beginning the process of shipping can come with an automatic margin for error that allows re-shipments from distant countries, or special rates that may be given to buyers who accept slower or more flexible shipping schedules.

It should go without saying that suppliers appreciate early orders for goods, since it keeps the wheels of their companies moving, and encourages more detailed dialogue between them and their customers, without the crunch of holiday time making things feel hasty or under pressure.

As the holiday season approaches, it becomes increasingly expensive when securing rates for shipping, and it becomes equally difficult to make good on delivery time lines. Recent economic headaches for everyone in the business has also created some additional obstacles, such as cargo with reduced capacities, and special schedules that don’t allow too much flexibility. The most obvious of all changes to anticipate is the price hike that comes with related services, not just the actual shipping.

Great importance is placed upon security these days, and while there are many legitimate and secure methods of transacting shipments from other countries, it’s a safer and far more effective strategy that includes the luxury of time, since mistakes can be caught early, and hopefully corrected without much incident. Time and advance preparation oftentimes affords the luxury of sampling goods at leisure, too.

Being early also allows buyers to take the time and effort to provide purchase orders and payment information using Letters of Credit, credit cards, and other secure methods, thus ensuring a stress-free shipment process.

It may seem rather obvious, but the storage facilities that hold containers and goods that are being prepared for their voyage to a new home are relatively easy to fill during the off-season. Prices generally reflect the lag in business, and companies that are dealing with goods that can sit and wait for some time will benefit greatly from not paying a premium for shipping.

With delivery and shipping dates confirmed, the time is right for followups and further confirmations to be made, even as the goods are in transit. Typically, this is the stage where unexpected changes and events can make trouble, and only the ones who order early are going to avoid the excessive pains of clearing matters up under the deadlines of hundreds other customers who are waiting for their orders as well. Being certain to keep tracking numbers at the ready, and promoting the first shipments of goods will perhaps create incentives for customers to buy early, giving stores a great boost to early numbers for the year.

Containers of goods will be flooding into ports, and ground shipping will be proportionatly greater as well. This could be a good time to consolidate shipments, in order to make the process not only less expensive, but to make the most of an opportunity to take control of the situation, and put everything together for greater convenience. While shaving off a few dollars will be worthwhile, it’s difficult to put a price on peace of mind.

The last few months of the year – generally the last quarter – is the time to focus completely upon sales and marketing, without the distraction of supplies and logistics to make the environment anything but conducive to selling. With the proper panning and preparation, companies that stocked up early will be at a tremendous advantage over the ones that procrastinated and allowed their holidays to be filled with stress and worry. Customers can smell fear in the air, and nothing is more fearful than a business that hasn’t covered  its bases, while watching competitors ring up sales at the register through the entire holiday season.

Exhibitors and attendees both agreed that the new location was a highly appreciated change from the old one, and the new environment provided room for not only growth, but an expression of future commitment to an industry that would prevail over economic doomsday forecasts. Organizers of the OFF Price Show have secured this venue for another five years, signaling their belief in continued growth.

When asked about the difference between this show and previous ones by organizers of the event, attendees overwhelmingly expressed approval at seeing such a variety of great merchandise at the OFF-Price Show. An additional show of support was evident from comments that consistently praised the organizers for providing a venue that not only elevated the status of the show, but coincided with other shows as well. By overlapping their own show with nearby PGA Expo, CurveNV, MRket, Moda Accessories Show, and MAGIC Show, a unique and inspiring climate was created in Las Vegas. More detailed information from the show’s organizers can be found on the official OFF-Price site.

The neighboring shows brought their own attendees and exhibitors, which contributed to a diverse and enormously powerful base of both buyers and sellers who took advantage of the improved venue, as they crossed over from one show to another, which created a new level of communication, understanding, and curiosity in industries that are rather similarly designed, yet often exclusive of each other.

Some of the shows that were making an impression on attendees of the OFF-Price Show were:

• The 2010 PGA Fall Expo: The introduction of new buyer and exhibitor programs resulted in renewed participation in the show, along with an unparalleled level of buyer amenities and a new modern look to the Show floor that transformed the PGA Fall Expo, all while still delivering a wide spectrum of golf-related companies, complimentary education seminars and an abundance of networking programs.

• CurveNV: Lit up the stage as sexy models displayed fashions in the intimate apparel category, including a significant emphasis on swimwear. Mens underwear, lounge and sleepwear brands were featured as well. Some of the events at the show included “How to Boost Your Swimwear Sales” seminar, the Perry Ellis Paradise Uncovered cocktail party, and the “So Curve So Swim Fashion Show.”

• MRket LV: Provided a juried show for better menswear companies to conduct business that is sophisticated, intimate, and comfortable while integrating a multi-platform marketing approach to their trade show experience. Media and marketing were combined along with online and print promotion, personal relationships, and proven fashion trade show expertise, to create an event that instantly emerged as a must-see show.

• Moda Las Vegas: A carefully juried, well merchandized, heavily promoted, and elegantly staged show floor brought focus to what has been the mass of the women’s market in Las Vegas. Enabling retailers from stores primarily west of the Mississippi – and Internationally – to shop exclusively for better RTW resources efficiently, conveniently, comfortably and enjoyably.

• The MAGIC Marketplace: Strove to be the preeminent trade event in the international fashion industry, hosting global buyers and sellers of mens, womens and childrens apparel, footwear, accessories, and sourcing resources. The show’s goal was to connect and inspire the fashion community and fuse diverse trends, while offering unbeatable service to its customers.

For those who are eager to take part in an upcoming event that bodes well for wholesalers, A Taste of Off-Price, running October 4-6, 2010 will be held at Exhibit Hall, California Market Center
Los Angeles. A lot of vendors will have immediate stock at that point in the year, making it a real showcase. Continued smiles are expected from the faces of exhibitors who are enjoying showing everyone that the economy is picking up for those in the wholesale industry.

Commitment for getting into the business is an important factor, since the amount of time and energy that needs to be put into the planning and execution of a small-scale wholesale distribution business will be rather large, especially in the beginning. Those who are looking to supplement their income, make up for a lost job, or prepare for the possibility of a layoff, should keep this mind. As always, the risks can be greatly outweighed by the rewards, but only if initial steps are taken to ensure a properly laid foundation.

Knowing What They Already Know

Manufacturers rely upon brokers to distribute the goods they make, since the time and resources needed to do this are not always in line with their facility’s capabilities. While more and more manufacturers are turning to the jack of all trades model that has been spurred on by a recently turbulent economy, the truth is that most of these companies would rather not do it for themselves.

Retail distributors are the ones who most consumers buy from. They move the product to physical locations, and turn it over to be sold to the public at the highest prices. A small-scale operation has some advantage over them, however. While the retailers have warehouses, extra staff, and corporate support, the small distributor can be a more personalized choice for consumers who are not finding their needs met by a one size fits all big box retailer or mega-store.

Owners of wholesale distributorships will be buying goods to sell at a profit, just as any other business would. The biggest difference is that many independent distributors will be working in a B2C realm, by selling to the buying public.

Making It Happen

When it comes to setting a virtual or even a physical shop, needs will vary according to what type of product the seller chooses to specialize in. It used to be considered an act of folly to store goods in the home, since space requirements and other factors would undoubtedly hamper results. However, the high acceptance rate of dropshipping has nearly eliminated the need for warehousing in many areas of the business. It’s important to note that a distributor and a broker have different meanings when taking title and legal ownership of goods, so it’s important to be familiar with local policies.

The Industry at Large

Wholesale distribution is a substantial part of the economy. The business contributes almost 10% to the value of the nation’s GDP (private industry) while much of the existing distribution channels are broken up into small, privately held companies.

General merchandise and apparel sales represent another possibility for the new breed of wholesale distributors, because they rely heavily on end consumers, instead of retailers. Online sales have skyrocketed since 2008, and this kind of activity is projected to continue acceleration, say experts.

Getting a Piece of the Action

While this is good news for entrepreneurs, it also comes with unique risks. As the economy continues to present challenges to mid-size companies that struggle with their inventories and staff, larger companies are merging or acquiring them. This means that consolidation issues are a factor for all of the smaller players. On the other hand, this very issue could provide opportunities for sellers who are creative.

The trend in consolidation that has some medium-sized companies cringing, is also the same thing that fuels the specialty industry. Specialty markets are difficult and often not cost-effective for large retailers to attempt, so the smaller ones are able to quickly move in to fill this void. Rather than looking at it as “picking up the scraps,” it’s a matter of taking care of customers who would otherwise find themselves with limited choices in a market that has little excuse to make such a distinction.

Personality Matters

Taking on the challenges of wholesale distribution and selling is a game that requires seriously keen negotiating skills, and oftentimes a thick skin. The ability to detect trends as they emerge, or to anticipate changes in the consumer mindset will be huge advantages as well. Many experts agree that having a varied career history can play a large role in giving an advantage. There is also evidence suggesting that former salespeople have the right blend of ingenuity and resources to make the switch to private entrepreneurship.

Besides the inventorying and ordering issues that come with bulking up for a busy holiday season, there are a number of preemptive tactics to help shape up the marketing aspects of a sales drive. Online marketing is more important than ever before, and seems to be branching out into new and unexplored avenues, as technology and advances in communications close the gap on advertising and shopping.

Some of the best methods to maintain high visibility during the holidays are broken down into  major categories; with reaching out to consumers directly being one of the most effective, and augmenting an existing marketing strategy to fit the special needs of the holidays also being a time-tested method.

Reach Out to Consumers When They Need it Most

Simply increasing advertising is not the solution; a new and updated strategy must be put into play every year, and new channels for promotional content are emerging just as quickly as methods are devised to follow them. Growing an existing customer base, and taking advantage of the shopping frenzy of the season is a prime time to encourage referrals from customers. Rewarding customers by giving them incentives to bring friends along for the experience can net huge results.

Super-charge Emails and Newsletters

There is a time and a place for multiple language support, and this is one of them. Besides adding thousands of recipients to customer e-mail lists, adding optional language support for non-English readers could be the one step missing towards bringing in customers who would otherwise remain oblivious to special offers.

Make No Assumptions

In digital marketing, less is often more. However, during the rush of the holiday season, there is a tendency for retailers and wholesalers to exclude new and first-time customers by not giving enough information, or by providing only hints about services and products that regular customers already know about.

Learn to Earn

With increased traffic, both in physical locations and online, there are more opportunities to gather important data about your customers than most of the year. Making the most of the sales rush means creating surveys and queries that will keep the flow of information relevant and useful for later marketing purposes.

No Mixed Signals

Signaling is still a basic and fundamental part of making holiday sales, and that means making sure that customers know exactly what is being offered as a seasonal or holiday promotional item. Even if the goods are not discounted or priced differently from the rest of the year, it is important to give every person the impression that the holiday season is a part of everything.

Spend Money to Make Money

Budgets are not always set according to what is really needed, and the past year’s numbers may not be the best indicator. Reviewing and revising online marketing will undoubtedly reveal new figures, maybe even exposing areas where savings could be made as obsolete methods prove to be less than satisfactory for the investment requirements.

Clicks and Ad Rates

For many retailers and wholesalers, this is an area  that requires expert advice. While the prices for click-rate programs and banner ads may be higher for seasonal categories, there could be some special applications worth investigating.

Know Thy Enemy

While keeping an eye open for the competition’s weaknesses is always a good idea, so is accepting the possibility that a jointly-coordinated sales effort with the same competitor could net results for everyone, without putting pressure on either side. In some instances, products and services that are exclusive of one another could be interwoven to create a promotion that really stands out as inventive and valuable to consumers. Of course the possibility of continued partner programs later exists, and that is never a bad thing in a highly competitive industry.

It starts with a turning point. By the second quarter of 2008, there were 15 million subscribers using online services through their handheld devices. However, in the second quarter of 2009, the figure jumped almost twice the past year’s numbers, as it rose to 26 million.

Top research firms predict that mobile devices will overtake basic feature phones by the end of 2011. According to Nielsen, smartphones were used by 25% of the US mobile phone audience in the second quarter of 2010, which is a figure that is up from 23% the previous quarter and 16% in the second quarter of 2009. In the past, online sales were regarded with skepticism and doubt. These days, there is undisputed evidence to a proven success record from companies that adopted an online model early in the game, and this could be very true for those who attempt to capture a burgeoning market like the one that is forming the growing online mobile user community.

More owners of smartphones means more people using online mobile services. The jump in ownership is driving continued growth for the mobile internet industry, and overall usage. Forecasts are indicating that by 2014, there will be about 142 million users, representing over 53% of the US mobile user population, who will access the Internet using mobile browsers or applications. There will undoubtedly be interesting numbers generated in other countries, as their mobile user community grows as well.

Buying online can become a common, everyday practice for owners of smartphones, and the wholesale and retail industries could benefit nicely from appealing to this kind of consumer, if they position themselves to take full advantage of the technology. It will also be crucial that they invest in partnerships and services to promote security. Verification and screening will b valued highly by consumers and businesses alike, in the continuing search for ways to improve the user experience, and the safety of transacting over these kinds of networks.

Mobile banking, as a growth market, will experience tremendous escalation alongside the further adoption and acceptance of smartphones. Studies of smartphone users in the USA show that they spend an average of 4.5 hours per month on the Internet, compared to a figure of over 26 hours per month for all American Internet users. However, this figure is growing rapidly, and the expected outcome will be similar to what already exists through conventional online sales today.

Wholesalers wanting to capitalize on this explosive market can expect to see some new technology and user interface developments that make selling a more interactive experience, right from handsets. The notable surge in applications for handheld devices that allow buying and selling from mobile handsets is encouraging. With so many new methods of engaging customers and making sales, the future looks quite promising for anyone who seizes this technology.

Recent studies indicate that mobile usage growth is in direct proportion with advanced features and functions. With these increases, consumption is quickly evolving from only brief, surface-level transactions, such as checking up on the latest weather news or travel plans, to time-intensive interaction with Web sites that are optimized for mobile transactions. This also shows great promise in the area of online sales and wholesale business becoming a reality from a customer’s handset.

The mainstream appeal of smartphones was made a reality by the overwhelming adoption of Apple’s iPhone 3G. While it’s gaining greater acceptance with more consumers than Blackberry, and even the original iPhone, the newer iPhone is still found appealing to people with incomes over $60,000 USD.

It’s no secret that mobile banking will eventually take off, and remain a mainstay in consumer buying cycles and habits. However, many experts in the industry agree that current smartphone costs, and costs for cellular phone Internet connectivity, are too cost prohibitive to encourage faster and more complete adoption. Mobile banking needs to wait for the technology to become more widely available, which should happen by next year.