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For more information,
send email to PALA:
PALA Information
info@pa-la.org
President,
Gary Young
president@pa-la.org
Vice President-Membership,
Sharon Goldinger
membership@pa-la.org
Secretary,
Gemini Adams
secretary@pa-la.org
Treasurer,
David Evans
treasurer@pa-la.org
Administrative Director
Susie Smith
info@pa-la.org
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The July 2004 program "Do your books inspire sidelines?" was a rousing success with excellent information presented by Judy Miller of Stephen Young, a gift rep, and Paul Getty Museum publishing and sideline products management, Susan DeLand and Elizabeth Zozom.
A few of the key points they shared with the full crowd of eager publishers included:
There are no shortage of ideas -- ideas are the fun part. The challenge is in making sure each product is properly packaged to appeal to the consumer, and properly branded to make it easy for retailers and consumers to know why they should buy your product.
Gift markets differ from bookstore markets because they purchase at an established price and mark the products (including books) up to the price they decide. Gift reps usually receive a 15% commission, and retailers get a 40-50%, nonreturnable discount.
Gift reps sell out of their car, so samples and catalogs are very important. They need to love the packaging. As Judy said, "It's all about packaging! Packaging needs to tell the story. Romace the product to sell it. Tell what is in the box. Packaging has a practical side, too -- it preserves the product through shipping and extends its shelf life, as well as branding the product and your company.
The best places in LA to find resources are tradeshows, online and asking your vendors and brokers for recommendations. The LA Gift Show is an amazing resource and as a "manufacturer" you are eligible to visit the showroom and find reps who might be a good fit for your product line. The LA Gift Mart is found at www.merchandisemart.com/lamart/The L.A. Mart, 1933 South Broadway, Los Angeles, CA 90007, (213) 749-7911. A list of gift marts from around the country are at Specialty products trade marts
The insider tips for getting started included:
Success stories include the little "Worst Case Scenario" books that sold a million dollars to major retailers. That story also pointed out how important it is to plan ahead so that you can get fast reprints printed if you decide to market to the retail trade. Retailers are very "fast-turnaround" oriented.
Thank you Susan, Judy and Elizabeth for sharing your examples, stories and hard earned wisdom!
JUDY MILLER is the San Diego sales representative for the Stephen
Young Showroom of Los Angeles, a nationally recognized leader in the gift
for over thirty years. She has represented a broad range of product lines
including books, gifts, and personal care items. Over the past ten years,
Judy has developed a diverse account base that includes small, single
proprietor shops, museums, hotels, and large department store chains.
SUSAN DeLAND, Head of Retail and Merchandising for the J. Paul
Getty
Museum. Susan oversees product development, merchandising strategies,
marketing, manufacturing, and financial and inventory management for the
Getty
Museum.
Previously, Susan had her own consulting firm, which assisted both for-
profit and non-profit retail businesses, as well as held the positions of Vice
President, Enterprise Development for the Long Beach Aquarium of the
Pacific
and Director of Merchandise Operations for the Autry Museum of Western
Heritage. Before embarking on a museum career, Susan was a buyer and
director of product development for Port O' Call Pasadena's five stores in
southern California.
ELISABETH ZOZOM, Senior Production Coordinator for Getty
Publications.
Elizabeth worked for Running Press in production and Intervisual
Communications as a designer and production coordinator prior to coming to
the
Getty.
"Do Your Books Inspire Sidelines?" is a two-tape set for $30 plus $3 shipping and handling.
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If you were unable to attend this meeting, audio tapes can be purchased of the speakers' portion of the presentation. Unfortunately, the pithy question and answer period cannot be included due to the space available. Send your check for $15 plus shipping and handling of $3 per tape to order your copy.
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