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How to reach the gift market, by Brian Jud
1) Direct marketing. Timing may be as important as content in gift-store mailings. Once you locate your target companies, implement your direct-mail campaign well before the major holiday period for which your title is appropriate. Create a high-quality catalog listing your titles that are appropriate for the gift trade and include it in your mailings and personal visits. Be prepared to leave sample books with the potential buyers. Payments are typically made in net 120 days, but you can try to negotiate more favorable terms.
2) Sales-representative groups. There are independent sales rep groups that market books to the gift trade throughout North America. While there are some national organizations, most cover a territory comprised of several states. They usually seek a 15- 20% commission on all books sold in their territory. www.naipr.org
3) Trade shows. Your rep group may exhibit your titles at the top trade shows, but you should attend if only for the networking opportunities. The major shows are national or regional in scope and include: National Stationery Show, Boston Gift Show, California Gift Show, New York International Gift Fair, Dallas International Gift & Home Accessories Market, The Gift Fair in Atlanta, The Gourmet Products Show, San Francisco International Gift Fair, Mid-America Seattle Gift Show, Toronto International Gift Fair and the Washington Gift Show. For a list of major shows go to http://www.greatrep.com/trade_shows.asp
4) Gift Marts are held throughout the country. Examples are the Dallas Market Center (2100 Stemmons Freeway, Dallas, TX, USA 75207; Tel: 800-325-6587), the Northeast Market Center
(59 Middlesex Turnpike, Bedford, MA, 01730) Tel: 781-275-2775) and the L.A. Mart (1933 South Broadway Blvd., Los Angeles, CA, 90007; Tel: 800-526-2784).
5) Online stores, such as Parade of Gifts (www.paradeofgifts.com), representing a group of independent retailers located throughout the United States. Their selection includes women’s gifts, men’s gifts, home accessories, inspirational and bereavement gifts, children’s toys, seasonal décor and novelties.