It’s been almost a months since I attended the Internet Retailer Conference and Exhibition in Chicago. 6,000 attendees connected with 175 expert speakers and 400 exhibitors at McCormick Place. Everyone was focused on one thing, internet retail. I attended over 24 hours of lectures and interactive meetings. I met scores of professionals and industry experts. And, when I was not in a lecture or talking with people I was reading some of the volumes of materials supplied.  The following is my take-a-way:

The big internet retailers are getting bigger. Foot Locker is a good example. With over 400 million in internet sales they project significant growth from the online division over the next five years. Investment in online selling is top priority. If you are thinking about starting an online tennis shoe company, think again unless you have something really special. I don’t think there is room for a new Zappos. However, many new niche websites are doing well. I met a man who is doing 23 million in sales with about eight websites the largest selling flags. That’s right flag lapel pins flag poles, and even giant flags like you see in front of a car dealer. I guess we Americans like our flags. He imports almost everything from China but he has never been to Asia. He buys from about 20 vendors on Alibaba.com. I asked hem how often vendors sourced through Alibaba flake out and he said about 30% of the time but the best ones have ratings and those ratings are pretty reliable.                           

I met at least thirty SEO specialists who all claim they have the golden bullet although it may take about six months to start working. There was another thirty pay per click gurus although that strategy is quickly loosing favor and the cost factors are to high for most word and short phrase campaigns. Pay per click is hard to make pay these days.

Everyone is talking about mobile. Everything will be an app and people will order from their phones. You must be optimized for mobile access which in some cases means redesign.

I must have sat in on six or seven social media PowerPoints. As we all know promoting with social media is very important but how you do it, I mean do it right is P.R. artistry with a full time commitment to an employee to manage things unless you want to be tweeting all day and Facebooking all night.   

Last year brick and mortar retail sales were down 4% while internet retail sales were up 12%. It’s exciting. It’s still the new frontier just not as new.

Having the right landing page is critical and a fully optimized check out page is a must otherwise the click through rate will be abominable. This is art and science. The companies that succeed are bobbing along the information and strategy continuum often on the verge of teetering off. There is no time to sit still, little time to rest, and opportunity similar to a universal gold rush.

My first suggestion is open a chain of women’s fashion accessory stores and spend time in them!

It all started with a simple idea, copy a concept that is already successful, do it better, and do it in different markets. That’s what we did. We opened ten thousand sq. ft. stores in markets like Little Rock, Tulsa, and Omaha, where no such thing existed.  Then, we listened to our customers.

Our strategy? Have great accessories at fantastic prices, advertise like crazy on TV and dominate the market in short order. Well, it was not exactly that easy, in fact not that easy at all. As CEO of Accessory City, I was responsible for hiring the buyers, managers, finding the right Point of Sale software partner, setting right practices and standards, working with the ad agency, negotiating leases, on and on and on, not to mention convincing about 200 vendors to give us terms.

I bet you are relating to some, if not all, if this right now no matter if you are running a manufacturing firm or service company, or consulting firm. You know how hard the easy looking stuff is.

Accessory City works because of some really talented people. The people who brought me great ideas made all the difference. If you are like me you are always looking for talented people who can bring the edge. My partner at the time was a genius at big picture thinking and he could see that we needed to office in Dallas and never even have a store with in 300 miles. He was right.

What do you need that is missing right now that my team can help with? If you don’t have all the answers for how to grow your business then I am absolutely sure we can help you in some way. For a free consultation click here and fill out the information.

Target is a cool place. Have you ever gone to Target in the springtime and seen the big area in the housewares department where they have all the summer outdoor acrylic and plastic glasses? They have these trendy summer designs on the tumblers with matching melamine plates, bowls, and cups, all just perfect for outdoor fun. 

I really enjoyed designing and manufacturing outdoor dinnerware and drinkware programs for them. The programs are huge and take a lot of coordination.  After countless hours with artists, multiple mock ups and acetate color renderings, I would finalize the design presentation to present to the Merchandise Manager and buyers. Once a design program was chosen we had to coordinate with my factory partners and make sure all of our designs and quality came out just right. Shipping had to be perfect and there was no room for timing errors, these were seasonal programs.

I bet you know what fierce competition is like.

There were several domestic companies competing for this business not to mention the Asian based companies on our tail. Rubbermaid was just one company going after this business. So why did Target trust this important program to our comparatively small company? We were great designers, and we worked extra hard for this niche business.

Rubbermaid was busy doing billions in storage containers and plastic bins, we just wanted to make great art on plastic and we did. If you focus on being really great at one thing, you can do it.

What is the one thing you should be focusing on and do you have the creative juice, the inspired team, the collaborative energy around you to succeed to the fullest? Let’s talk about it. We can discuss your one great thing and talk about how to make it greater than ever.

What it feels like to get a multi-million dollar order when you own the company:

The challenge, design a party favor, novelty line of toys for Wal-mart highest price term  $4.99. The line needs to be at least 36 items. All items must color coordinate and all components must exactly colors match 6 pre-selected Pantone colors. The products must be packaged individually and must look great on the shelf. And, the products must sell.

This was the challenge a merchandizing manager at Wal-Mart presented to me. I immediately flew to Hong Kong, met with three of my trusted trading companies and designed a program with products priced at 2.99, 3.99 and 4.99. Each price point had it’s own color blister card and was placed in a color coordinated display box. All components, each piece of plastic, paper, rubber, confetti or whatever matched perfectly.

Working with over 20 vendors and God only knows how many parts we finished what would become the most intricate stocking stuffer program Wal-Mart had ever done. All the display boxes said “Stocking Stuffers” on one side and “Fun, Fun, Fun,: on the other side.

After Christmas they simply turned the boxes around and none of the inventory was dated. This design project was distributed chain wide and it certainly looked more like a department or gift store program than a discount program but the price was very right for Wal-mart.

What does it feel like to get a multi million dollar order? Is feels like success and lots of guys have done it.

When a customer gives you an opportunity, go the extra mile. I could have been creating a retail store, or putting together a distribution network for a sprinkler system company, the principles are the same. What do you need me to do for you?

A couple of years ago, I was contacted by the Columbian government and asked to travel throughout the country meeting with the country's top manufacturers of leather goods, jewelry, shoes, luggage, etc., in a coordinated effort with the United States to improve legitimate trade. I thought they must be kidding, Columbia? I was and experienced traveler but I had never been to Columbia and like many Americans I associated the country with drugs and kidnappings.

After meeting with senior representatives of the governments export department “Pro Export” at the World Trade Center in Dallas.  I realized that Columbia had some very creative and talented manufacturers and designers. They had an image problem in the U.S. and shipping was an issue. Most companies were frustrated and most did not have packaging in English.

I traveled throughout the country with well educated, English speaking government guides who introduced me to some of the most fantastic designers and small manufacturers you can imagine. From Bogotá trade shows to factories in Cartagena, and seaside production faculties in Santa Marta, I had the opportunity to work with some excellent companies that were successfully selling thought-out South America.  You have to be willing to seek new opportunities where others may not think to go.  Are you willing to find the next chance, open new doors?

Through a collaborated effort and an image revamp with numerous U.S. based importers, barriers are being broken, successful North American companies are buying from vendors and the market is starting to open in Columbia. If new trade agreements get passed as they will eventually, those companies that have been there building relationships will have the end game and they will win.

You have to be open to real possibly and be willing to search out the next opportunity.

Many years ago when so many products were being manufactured in Japan and the exchange rate was 240 yen to the Dollar people were not in such a hurry to buy things from Taiwan. Why should they be? Japan was cheep and efferent. Taiwan’s products were considered inferior and poorly made. But, when the Yen strengthened, property values soared in Japan and the cost of goods went through the roof, where do you think all those factor owners from Japan headed? Taiwan and it was not that long afterwards that the managers in Taiwan were headed to China to do joint venture projects with the China government resulting in what I call the new China manufacturing empire. Really, it’s not that old and Viet Nam, India, and others are evolving all the time. Don’t underestimate places like Columbia in some instances.

Tom’s shoes are a great example. Made in Argentina the shoes are sort of a   phenomenon or at least some would think so. Simple, casual, and ultra cheep from a first cost perspective, Tom changed the colors of the shoes, made some new designs, and gives one pair of shoes to a child in need for every pair that he sells. The company is highly profitable, socially admirable, and sells great product.

Let me show you how I can improve your product development, increase creativity, and market more efficiently. There is no obligation for a free consultation.

I really like to work with product lines. Designing and rolling out a product line is a lot of work but it’s really rewarding. One of our first clients at Leahy Consulting was Walter Lee Picture Frames. Walter made these wonderful curved glass and acrylic frames in about four sizes. They were see-through and just looked so cool.

They are still around although Walt sold the company long ago. We added 26 additional styles, several multiphoto frames and reworked his, packaging, sales force, pricing, and distribution model. His little picture frame company went from about 1 million in sales to over 10 million.

I can’t say enough about prudent, well thought out product line extension.

But you may be thinking, we are not in the picture frame business. The principles are similar regardless of whether you are selling B2B or directly to consumers.

Take for example a resort I am working with. They sell condos in a fabulous area that is exclusive, beautiful and pricey. Without reaching influencers or having in person connectivity, they won’t sell condos. We help them get seen and we know how to develop web links, SEO, events, etc. and we know how important it is to reach the target audience. All the real estate experience in the world is great but a little help from a marketing specialist can go a long, long way. Its still product that gets presented as life style and lifestyle is everything in this case.

Or consider the reverse mortgage company that is marketing to consumers mostly over 62 years old. They need web presence and a smashing customer contact program. They have to educate, articulate, motivate, and image market to the nines. It’s not all that different. Without an effective email marketing campaign they will never reach their potential. And for the money they spend with us, there return is well worth the cost.

What do you want to take to the next level? Can you do it all in-house and how much will it cost to get senior level talent and input? Ask yourself what one good, idea from and experience strategist is worth? And then ask what if we use the whole team? Ask yourself if you have anything to loose by taking advantage of a free consultation?

What might you gain by picking up the phone or emailing me to see if I can help you? The answer is you have nothing to loose and everything to gain. I thrive on creative ideas, I love to brainstorm with bright people and if you have a growing company we can do more together you may imagine. Collaboration is the key. How can I help you?

You know, one of those mugs with liquid in the wall that you put in your freezer. Once frozen you poor a cool beverage in the mug and it stays icy cold for what seems like forever? I remember those mugs, they are still popular but in the beginning we had to create a market. I partnered with a manufacturer in Asia and had the mugs made in bright colors to match an outdoor dinnerware line I had developed for Macy’s. I remember the first order of Frosty Mugs I sold to Sam’s Wholesale Club.

I made special four packs with see though acetate and a clear explanation of what these unique mugs do and how they work. Back then we had to explain them as they were new. The first test order was a success but it was the second order that really knocked me off my feet.

The colors were perfect, the packaging great, and the order, well the best way I can explain the order is the way I explained to my young kids at the time. We were headed to a school football game and were stopped by those wooden arms that come down in front of rail road crossing. As the train made its way near the crossing I told the kids to start counting the box cars. Two, three, seven, eight, ok stop at ten I said. I told them to look down the track at the box cars they just counted. Looking down at the ten boxcar line up I said “That’s how many Frosty Mugs Daddy just sold”. By the way, we won the game.

Even if you have a great product it’s not enough. You have to have the entire matrix of marketing know how to get it off the ground or you have to be inordinately lucky.

The in my previous blog and the situation I just told you about concern items not lines. Items can be great. If you have the right item you can sell a ton but most items sadly have had thier day and go away. Some don’t but most do. The Frosty mug still sells great but the Sun Hat, well it was a fad.

I remember one of my first projects; I was 27 years old and had recently left my four year post with Capital records. While working for Capital, I had been a record promoter in Austin, Texas, a special accounts manager in Dallas and finally, the youngest branch manager in the company working out of Seattle Washington. I even worked with Paul McCartney. Now that was a fun gig!

I decided to move back to Texas to start a consulting company and one of the first people I met was from Taiwan. Dr. Chen was a brilliant man. He was an engineer and moved to Dallas from Taipei. He had a warehouse full of thing he had imported and not a clue how to sell them. In the corner of his warehouse he had a huge stack of boxes full of these crazy nylon hats with a wire rim in them. They folded up into a little round pouch. When you opened the pouch the hat literally popped out with its broad rim.  It was called a Rain Hat. Some of the colorful pattered hats were really cute and some were dog ugly designs but many of them were solid bright colors. I was focused on the solid colors.  I asked Dr. Chen how much each hat cost him and he told me $.50 each.

I hired some beautiful girls for little money, an aspiring photographer buddy, and we did a photo shoot of the girls in bathing suites wearing what we now called Sun Hats. I did a deal with one of the top boutiques in Dallas giving them and exclusive for the first ten days and I called the fashion editor at the Dallas Morning News and told her about this exciting NEW fashion item that was great for the beach, pool, or parties and I told her she was getting the first press release before we took it national. She loved it, wrote a big story with photos in the Fashion Dallas section of the paper and the next day before the store opened there was a line of about 50 women waiting to get their sun hats. Those hats that Dr. Chin paid $.50 each for retailed for $20.00 each and he sold them for $10.00 each.

As we rolled out the campaign, I hired manufactures reps in 6 major markets and another dozen minor ones and we were off to the races. Press releases went out, store displays were created, Dr. Chin was reordering stock and even air freighting inventory to Texas to meet demand.

A new vision; a new idea can change everything.