For the summer issue of GIFT SHOP (due in July), we've profiled a retailer who focuses primarily on selling toys during the holiday season. What struck me the most about his story is that in the summer he starts growing his beard and then dyes it white for the holiday season—every year!

Tip of the day: dress your staff. It would be fun and seasonal if your staff wore some costumes for the holiday season (reindeer antlers, an elf hat, etc.), and smart to have them dress for special promotions (i.e., wearing the aprons you're selling in the store).

Last weekend I decided it was time for a new pair of running shoes. For me, shopping for new running shoes is very exciting because it combines two of my loves—shopping and running!

I shop for running shoes at an independent shoe store (one that specializes in runners) because I love their selection and their customer service. And when I was at the register paying for my new shoes, a postcard caught my attention. They're hosting a Diva Event for their female shoppers… wine, cheese and a custom bra fitting.

I think it's a very clever idea for a store promotion, and here's why:

1. Strong design—the postcard has a great design and immediately caught my attention.

2. Informative content—the promotion will include an educational component that is interesting to female runners.

3. Free wine and cheese—everyone loves something for free.

4. Discount—20% off all apparel… second best to something for free is a good discount.

5. Clever promotional concept—what woman doesn't want to be a diva for a night?

Many years ago I joined a public speaking club called Toast Masters to learn some strategies on how to improve my public speaking skills. The biggest tip I received is that everyone loves a story. In fact, if you tell a story during your speech, people are more likely to remember the content than if you just use examples and statistics.

How does this pertain to retailers? I'm hoping you'll tell a few stories in your own store with signage. I know it can work…

I had posted a suggestion on our online forum to re-merchandise products that aren't selling in your store. In other words, try moving it to another location and change it up from a visual standpoint, perhaps using a new prop, stacking the display boxes in a clever design, signage, etc.

A retailer then responded that she tried my idea of moving the products to a new location and she added a "story card" explaining the details of how each was crafted. In her case, she was selling handmade necklaces from an African village. On the very first day she moved the product and told the story, she started selling the necklaces.

Even if you don't carry a lot of handmade products, you can still offer other information cards. Perhaps you have all natural/organic items, or those made exclusively in the USA… even ideas on how to use or display something can be helpful.

Start selling with stories, and let me know how it works for you.

Last week I attended a session at our tradeshow geared toward specialty leasing managers. However, one of the speaker's comments really ignited my creative juices and I thought the principle could easily be transferred  to our segment of the retail industry.  

He mentioned that there is a lot of talk among marketers about creating hype for projects they are working on. He described "hype" as promoting something with intense publicity. During the session, I was reminded of a newer concept in retail that emerged several years ago, called "pop up stores."

The concept behind these short-term stores is to create excitement and urgency for consumers to check them out, since they'll only be around for a few days or weeks. Major brand names such as XM Satellite, eBay and Song (an airline) have used this innovative strategy.

How can you create hype in your store? Here are five suggestions:

1. Host a creative promotional event—perhaps sleigh rides at Christmas outside your store and free flowers with purchase the week before Mother's Day.

2. Send out an announcement—send an email blast or postcard when you're unpacking products from a show that have just arrived in the store.

3. Hold a contest—invite customers to come in and guess how many shells are in a jar for a chance to win a trip to Florida (you can purchase discount tickets from any airline for a very reasonable rate), a store gift certificate or a deluxe gift basket of store products.

4. Do a makeover and unveil the results—Close your store for a few days during a slow time, move everything around, paint a few walls, put paper on the windows so no one can see and invite all your customers in to check out the store re-design. (You could even enter GIFT SHOP's annual makeover contest.)

5. Invite a local radio station to broadcast from your store and give away prizes—this is a good PR opportunity and you might attract some brand new customers!

Sometimes it's hard to leave your store (or office in my case) to go to a trade show… work is always piling up, the cost of traveling, etc. But at SPREE this year we hosted two after-hours events and I was reminded of the benefits of good networking.

My tip of the day: don't feel guilty for leaving your store. It's worth the time and money to attend more shows this year, and be sure to partake in some of the social events. You never know who you're going to meet!

I just returned home from SPREE, where I was reminded of some of the concepts that continue to produce year after year.

So if you're thinking of opening your first cart or expanding your business, you should consider some of the proven concepts in our industry.

Here is a list of the top 10 product categories for the specialty retail industry.

1. Sunglasses
2. Personalized Products
3. Massage Products
4. Toys & Games
5. Beauty Products
6. Accessories
7. Licensed Merchandise
8. High Tech Products (i.e., iPod accessories and cell phone accessories)
9. Apparel & Specialty Shoes
10. Demonstration Products

One of the number one questions I get asked by cart and kiosk retailers (and specialty leasing managers) is what the newest and most successful retail concepts are right now.

In addition to attending dozens of shows across the country to seek out trendy new products, we produce our own trade show, SPREE, specifically for the cart and kiosk industry. This year's show, SPREE Las Vegas, was a cornucopia of fun and new concepts for the industry. If you couldn't make it to the show, here are six interactive concepts worth checking out…

Bella Pierre—Wonderful line of mineral cosmetics. This is a perfect demonstration line with fantastic mark-up… and I love the quality of the products!

Wow Smile—Wow Smile has designed a beautiful kiosk to showcase their teeth whitening services, which is a growing concept for the industry. I love the higher price point and super low product cost.

My Design—Adorable rain boots for kids (and adults!) which you paint yourself (and it won't rub off in the rain). However, the design and colors can easily be changed when the consumer is ready for a new look. Terrific demonstration product that will attract all ages.

Ice Prints—Awesome new personalized concept where a digital image is fused permanently onto glass in seven minutes. This product could make up an entire cart by itself, or would be a great addition to any personalization or photo cart.

Miche Bag—Unique handbag concept that allows the consumer to achieve a new look by simply changing the exterior of your bag.

Onesole—Functional and fun line of women's sandals that enables the customer to interchange the top portion of the shoe for a new look. Perfect for traveling light!

Check back this week as I run down more exciting concepts from SPREE.

I get a lot of emails and phone calls from entrepreneurs who are starting a new wholesale business, but most of the advice we give in our magazine and on our website is geared to retailers. I thought it would be helpful to provide some tips to those of you who are starting out on the other side of the fence, so I invited Gail Markert, a consultant in the gift industry, to share some of her tips and advice on what these new vendors can do to get off to a great start.

Today's guest post is from Gail Markert of Markert Group Consulting

Are you a new supplier or considering wholesaling to the gift industry? Here are six tips to consider as you’re launching your new business.

Get an idea. Research your product category on Google images by using an assortment of key words that describe your product. You will see a fractional representation of the variety of products already in your category. Study these for price, quality and style and note any points of differentiation you can use to promote your line. Get feedback on your idea from any industry professionals you know in sales, retail or manufacturing. Is there a niche for this product or has it already been done to death?

Get a Plan. If the product looks viable, create a detailed business plan. There are many resources both online and at your library. This step will include a budget, projections and benchmarks on where you expect the business to be at various dates in the future. Having a written strategy will help keep you on track when distractions occur.

Get Sales. Develop a sales and marketing plan for your line. Will you sell it yourself, just at shows, or will you hire an independent sales force? Determining your sales model early on will help focus you resources and energies in a planned way. Allocate some resources to brand and advertising development, as well. You will need to let buyers know who you are and how they can buy from you.

Get the Scoop. Subscribe to the trade press, both print and online. Keeping up with developments in the industry in general and your segment in particular will keep you competitive and up to date. Read books on any area you need to develop to help your business succeed. There are many helpful books on management, trade shows, displays, sales and optimizing the internet. Ask colleagues for recommendations. Be a sponge, soaking up all the tips and tricks that make gift suppliers successful.

Get Serious. With a fairly low barrier to entry, many new suppliers enter the gift industry every year. This brings newness and innovation to an industry that thrives on it. On the down side, this low barrier can also attract unprepared suppliers who don’t have a realistic view of what’s required and they fail. Expect to put a lot of effort, education and probably more money then you think into becoming successful.

Get Excited! Be an excited and engaged spokesperson for your line. Retailers and reps have the expectation that you will be the source of education and a cheerleader for your products. Positive, upbeat, motivated individuals attract more interest and sales for their line.

We've been keeping a big secret, but I think we're finally ready to share the news..

This summer we're launching a bi-annual supplement to GIFT SHOP called GREEN Retailer, a magazine committed to the success of the eco-friendly gift store owner. Our mission is to be an essential business resource for gift store owners who are beginning to implement green strategies and for those who have already incorporated these sustainable practices.

I'm very excited about our new project! Eco-friendly products are growing by leaps and bounds in the consumer marketplace. Not only is this trend a great opportunity for you to provide your customers with what they want, it's also a chance to increase sales while helping to save our planet.

GREEN Retailer is coming this summer!

I strongly believe in the power of grass roots marketing to generate business. In fact, one of the retailers we're featuring in the next issue issue of GIFT SHOP utilizes grass roots marketing and actively distributes flyers on the street to bring customers into her store.

Here are five ideas that you should consider implementing to spark sales for the month of April:

1. Attend local networking meetings—Consider joining your local chamber of commerce to network with fellow colleagues in your community.

2. Post messages in local online forums—Our town has a message board where you can comment on what's going on in the community. It's a great place to get involved and subtly promote your store.

3. Hand out and post flyers—Make up an ad or flyer (be sure it looks professional) to post at your local library, gym, grocery store, etc.

4. Launch a 'Refer a Friend Program'—Send out a letter to 200 of your best customers and offer them a gift or store discount for giving you the email address of a friend (be sure to have a good way of getting that address from them). Once you have the emails, do a targeted email blast or a special promotion to encourage them to come and check out your store.

5. Organize a local charity event—By organizing a local charity event (Easter egg hunt, run, golf tournament, etc.) you'll be giving back to your community while raising awareness of your store. A local real estate agency in my town has organized an Easter egg hunt for two years. At the event, they give away four $50 savings bonds (which only costs them $100), they get coverage from our local newspapers and they have a fantastic marketing opportunity to announce over the megaphone that they are sponsoring the event.