7 Effective Methods to Catch a Retailer's Eye

THE MOST Effective Ways to Gain Wholesale Exposure for Your Handmade Brand

In today’s bustling creative business world, it may feel like the competition is fiercer than ever. But here's the truth: there’s still plenty of room for all of us. The key is knowing how to stand out and attract the attention of retailers. With a well-thought-out strategy, you can boost your brand recognition, reach new markets, and ultimately, increase your sales. Let’s dive into seven effective ways to gain exposure for your handmade brand in the wholesale market.

1. Direct Emails: Personalized Outreach

There are two things I love about sending direct emails to those retailers on your wish list: first, it doesn’t cost you a thing, and second, you can include a direct clickable link in your email to make a purchase. Personalized outreach is like inviting someone to a private party—it’s intimate and creates a stronger connection.

Why It Works: Sending personalized emails to retailers can yield impressive results. But here’s the trick: don’t just send one email and expect a sale. Consistency is key! Create a follow-up sequence to build rapport. I use a tool like Streak for Gmail to track if my emails are opened, so I know when to send a friendly reminder.

Example from My Experience: After sending a targeted email to a retailer I admired, I didn’t hear back right away. But, with a thoughtful follow-up email (and another nudge a week later), I finally got a response and secured a new stockist.

2. Mailers: Delivering Your Brand to Their Doorsteps

Direct mailers, like postcards or sample boxes, are a tactile way to put your brand directly in the hands of potential retailers and stand out from the digital clutter. A beautifully designed mailer or a curated sample box can make a memorable impact.

Why It Works: When a retailer receives something physical, it often leaves a more lasting impression than a digital touchpoint. Be sure to include a compelling call to action in your mailer that directs the retailer on how to easily place an order.

Example from My Experience: I sent out mini sample boxes with a small candle and a few other items from my line. I included a QR code that linked directly to my wholesale portal. The result? We opened 7 new wholesale accounts that might never have discovered me online.

3. Tradeshows: There’s Nothing Quite Like Face-to-Face Connections

Although the tradeshow landscape has evolved, they still offer a unique opportunity to get in front of buyers, suppliers, and other brands all in one place. Tradeshows are a significant investment in terms of both money and time, but they can offer substantial returns in terms of brand exposure and building relationships.

Why It Works: Meeting buyers face-to-face allows you to establish a deeper connection, and there’s nothing like seeing them light up when they touch and feel your products. Plus, the relationships built with other makers and sellers can be invaluable.

Example from My Experience: I’ve participated in half a dozen tradeshows over the years. Not only have they helped me get my products in stores, but they’ve also helped me build a supportive network of fellow makers who share tips and tricks of the trade. The downside: it's expensive.

4. Wholesale Marketplaces like Faire: Tap into a Built-In Audience

Wholesale marketplaces like Faire connect makers and artisans with retailers. This platform allows you to showcase your products to a broad audience of vetted retailers actively looking for new brands to stock.

Why It Works: Faire provides access to a huge audience that you might not otherwise reach. However, keep in mind they take a commission on sales where the retailer discovers you on their marketplace.

Example from My Experience: Getting onto Faire opened up new markets for me immediately. I was able to connect with retailers from small towns to big cities—ones that would have been nearly impossible to reach on my own. In fact, we opened with more than 150 retailers in our first year on Faire.

5. Sales Reps: A Personal Touch with Established Connections

Hiring sales representatives can be a game-changer. Reps come with established relationships in the retail world and know how to pitch products to store buyers. They are your brand ambassadors, showing off your products to the right people.

Why It Works: Sometimes, the difference between a no and a yes is having the right person doing the pitching. Sales reps can get you in front of retailers who might have ignored your email or missed your Instagram posts.

Example from My Experience: I once reached out to a popular boutique multiple times with no luck. Then, I partnered with a sales rep who had an existing relationship with the buyer. Within a month, my products were on their shelves.

6. Collaborations with Other Makers: Strength in Numbers

Collaborations can open up a world of possibilities. Partnering with other handmade brands allows you to reach their audience while they reach yours. Think about creating a co-branded product or even just cross-promoting each other’s products.

Why It Works: When two brands with similar target audiences collaborate, it’s like doubling your exposure without doubling your effort. It builds community and offers customers a more holistic shopping experience.

Example from My Experience: I collaborated with a potter to create a limited-edition aromatherapy charm set. Not only did this boost sales for both of us, but it also brought new eyes to our respective brands.

7. Social Media Giveaways: Engage and Expand Your Audience

Giveaways are a tried-and-true way to engage your current audience and attract new followers. Team up with other makers or even retailers to host a giveaway that offers a collection of items from multiple brands.

Why It Works: People love free stuff! Giveaways create buzz, increase engagement, and grow your follower base. By partnering with other brands, you also tap into their audience, which can mean potential new stockists.

Example from My Experience: I teamed up with another brand, Yogi Surprise for a post holiday giveaway. We each promoted it on our social media, and I gained over 500 new followers, 2500 new emails, some of whom turned into wholesale customers.

Your brand’s exposure strategy isn’t just a one-size-fits-all approach; it’s a carefully curated blend of outreach, personal touch, and tapping into existing networks.

Question for You:

Which strategy are you most excited to try to gain exposure for your handmade brand? Have any tips or stories to share? Let’s discuss in the comments below.

Exposure is everything when it comes to scaling your handmade business. By combining direct outreach, creative mailers, strategic collaborations, and the power of online platforms, you can elevate your brand and attract the right retailers to carry your products. So, roll up those sleeves and get your beautiful creations out there! 🌿