Tuesday, September 3, 2019

Could this be an opportunity for you? Using a window display to sell a lot of perfume!

  Thinking "big markets, unlimited sales" might close off any hope you have of becoming a successful perfume entrepreneur. You don't have the resources to complete and, by focusing on big markets, you're likely to overlook markets where you can make money.

Keep it small

    If you've never sold a perfume before and have never sold anything in big numbers, how many bottles of your own perfume do you think, realistically, you might be able to sell perfume? 50,000? Not likely. 10,000? Still a tough proposition. But what about 1,000 or perhaps a few less? Can you manage to produce just the number of bottles you need? Producing more bottles than you can sell can turn a good promotion into a disaster. Let's look at opportunities to sell 1,000 bottles, or even fewer.

No media, no sales
    You need media to reach your buyers. Sometimes the availability of a particular media opportunity can be your opportunity to sell your perfume. To expand your vision of media, look at this list. It could expand your thinking.

    From this list, look at one example: "window displays" which I take to mean retail store windows. Yes, windows can be media and, depending on the store's location and foot traffic outside the window, a window display could be used to sell an unknown perfume successfully.

Getting your perfume into a store

    It's not that hard to get a store to take your perfume on consignment, which means you only get paid for what is sold. It's no big deal for a local store to take your perfume on consignment. Perfume doesn't take up much shelf space. The problem is that, since a bottle of perfume is small, your perfume can easily go unnoticed and, when it is seen, it can easily be passed over ... unless people have some reason to take an interest in your perfume. Here's where a window display can change everything.

    Let's talk about that store window. I'm not suggesting you'll be allowed to take over the entire window (unless you have a really strong display) but you are likely to get enough space to put up a poster (big) advertising the actual bottle (small). This is media you don't have to pay for as you would with newspaper, magazine, radio, or TV advertising. The expense is nothing more than the cost of making that poster. The effectiveness will depend on your powers of persuasion. An alternative to a poster could be a video that loops. This would require some hardware and video production but many effective marketing videos are, today, shot with a mobile phone. You will, of course, have a duplicate display in the store with your perfume.

    Can you make an opportunity out of a willing retailer? Can you sell 1,000 bottles of perfume? You do have to monitor the store's traffic before you undertake a project like this. Are there are enough unique visitors to give to store the potential you need? If you find a good store that may not have all the traffic you want but good traffic for your perfume, consider cutting your goal down to 500 bottles or even 200 and keep your production in line with what you expect you can sell.

    Working with a retail store is a good experience because you will get a dose of the reality of what a store owner needs and what the public wants, and, in this "window display" strategy, you can get this with a very small cash outlay. If you can make it work, it can be your first step into perfume entrepreneurship.

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