by: Geoff Ficke

Words matter. How we express ourselves is the most important indicator of the type of person we are and the type of life we lead. In my work as a marketing consultant I have the opportunity to meet hundreds of people each year. They are usually attempting to bring a product, service or idea to the commercial marketplace. I rarely physically meet them, most contacts being made by mail, phone or e-mail. My only gauge of their capacities, abilities and passion for their project is what I can glean from their spoken words.

Two words that always indicate an excuse, or series of excuses are about to be thrown into play are “If” and “When”. “If” is the forerunner of self-justification for inaction in almost every instance that this unfortunate word pops up. “If” I receive the inheritance I will proceed. “If” I can keep my job I will be able to pull the trigger. “If” the bank will give me a line of credit I am in.

“If” is a word that is employed by people who will always be dreaming, not doing. People who meander through life and awaken in their twilight years and regret having never gotten in the game are addicted to the word “If”. I find the loss of time and blown opportunity to be tragic.

In the 21st century poetry is not the most popular form of written expression. And yet, the great Nobel Prize winning British writer Rudyard Kipling has left us a dazzling ode to success and happiness in his classic poem “If”.
“If you can fill the unforgiving minute
With 60 seconds of distance run”
Give this still so relevant poem a read. Better still print a copy and refer to it often. It offers the antidote to excuses, justification of obfuscation and laziness that cripple so many otherwise talented people.

“When” is another word that denotes an annoying impediment to making progress! “When” the time is right I will decide. “When” I sell my ranch I will make the move. “When” my dog gets over the flu I will be better able to concentrate and make a decision.

Minimize the use of these words. I am confident that the less the words “If” and “When” are utilized the greater one’s personal and professional results will become. The person who minimizes the use of these words will make far fewer excuses for their circumstances and enjoy a more fulfilling journey through life.

Recently I was presented with a wonderful product in the hardware, Do It Yourself space. The product has immense potential. As we reviewed marketing strategies, distribution channels, international sales options and branding we grew more excited. As a project analysis was prepared for the client some red flags began to pop up.

The most glaring was that he and his partner had been working on the project for almost a decade. When asked why the dawdling, they replied with a series of “If” and “When” excuses. We passed on the product.

The same week, we were introduced to another home improvement item. It has great novelty and will be successful. However, it does not have the quite same universal potential for huge sales volume that the DIY product enjoyed. Nevertheless the creator is passionate, realistic and aggressive in pursuing his spot on store shelves. He does not make excuses and he will succeed.

We chose to work with the second product inventor and passed on the first. Our thinking was guided by the words spoken as we interviewed each presenter and queried them on all aspects of their consumer products. Consider how you represent yourself verbally in every situation, personal and professional. The words you choose to utter speak volumes about your attitudes and ambitions.

Florence, KY Geoff Ficke, President of Florence, KY based international branding, product development and marketing consulting firm Duquesa Marketing announced today that his Company has been contracted to manage the North American retail launch of Beauty Wonders L’Espoir natural skin treatment line of products.

“We are approached almost daily with new cosmetic and skin treatment offerings”, said Mr. Ficke. “Most do not offer enough novelty or performance features and benefits to succeed in the marketplace. L’Espoir™ is a real game changer. The product not only works, but works utilizing a novel advanced natural herbal stabilizing process that enhances some of the most exotic, expensive and rare raw materials ever blended in topically applied skin care products”.

“In order to launch in the United States and be successful in that most competitive market, we knew we wanted to invest in the best talent we could find to manage the campaign”, said Mr M.M. Serhan, CEO of London, England based Beauty Wonders, Inc. “We are thrilled that Geoff and Nancy Ficke, Principals in Duquesa Marketing, have agreed to collaborate with us to bring L’Espoir™ to North American consumers”.

“We are planning to launch L’Espoir in wide USA and Canadian distribution late in 2010,” said Nancy Ficke, General Manager of Duquesa Marketing. “Beauty Wonders products are widely distributed in many international markets and enjoy great consumer loyalty because the products work exactly as promoted”.

Duquesa Marketing specializes in consumer product sales, marketing, product development and branding. The Company offers over 40 years of experience in USA and international product placement.

by: Geoff Ficke

Yesterday I received a call from a prospective client with an interesting Do It Yourself home improvement product. The product is novel, priced right, well made, possesses unique features and consumer benefits and has absolutely zero direct competition. It should be a slam dunk to achieve distribution in any progressive big box retailer, shouldn’t it? Uh, not really!

Years ago retail chain store groups and department stores reviewed products on an appointment basis, and most provided open buying hours one morning each week. Anyone could get in line and receive a hearing from a buyer, maybe there would be interest, or maybe the introductory meeting would be brief, but the innovator at least had a fighting chance. Today the opportunity to walk in the door of a major retailer, gain an appointment and make a proper presentation is becoming as rare as the dodo bird.

Blame it on the internet. Blame it on retail consolidation. Blame it on a lack of professionalism among today’s merchant class. Blame it on scale. But realize that getting in front of decision makers with your innovative new product is a real uphill trek in today’s frenetic retail client.

My prospective client with the interesting DIY product had approached the obvious retail targets of opportunity with gusto. By the time he contacted my consumer product marketing firm he was fairly well beaten down, confused and afraid. He simply could not get past the gate keepers and receive a fair hearing from the decision makers that make or break new product innovation.

The first thing to recognize if you are seeking a meeting with today’s retail buyer is that it will be very difficult, not quite impossible but difficult, to obtain a traditional sales presentation with a category buyer or merchandise manager. You are competing with dozens, if not hundreds of competitors all seeking that meeting and hope of lucrative product placement on store shelves. There is only so much space on store shelves, in warehouses and in retail logistic links.

Your approach will be treated very much like any cold call. Consider when you receive an unsolicited telemarketing phone call at home. What is the typical response: joy or disdain? We all know the answer and so it is with a buyer receiving an unsolicited offer from an enthusiastic marketer excited about their unique product opportunity.

So how does the product innovator break through the filters and receive an opportunity to present their wares to decision makers? We utilize several different strategies that, in essence, back door our way into the buying suite.

The most professional and direct method is to participate in trade shows. Industry and category specific trade shows are attended by decision makers precisely because they are charged by their managements with discovering exciting new products. They are travelling on the stores expense account and are expected to return with something very new.

Trade show participation is an opportunity for innovators, startup companies and small businesses to look far larger than in reality they are. The opportunity to present new items next to established products and companies conveys a certain layer of solidity and appearance of prosperity. As retail buyers travel around the floor of a trader show it is likely that they will view your offering. Networking opportunities abound at trade shows. Business cards are exchanged. Hands are shaken. Introductions are made. Sales collateral is provided. The opportunity to directly demonstrate a product to a buyer in a highly charged environment is invaluable.

Once contact is made, and interest is expressed, it is almost always a given that the opportunity to schedule an appointment is offered. The ice has been broken. Your face, name and product have been impressed upon the buyer. He knows you, at least a bit. Take advantage of this personal contact, you are no longer a cold calling nuisance.

Another option for penetrating big box retail store shelves is what we call the “local option”. I have written in detail about this strategy before. It works. District or regional managers of chain stores typically have the ability to write purchase orders at the local level for products of local origin. They actually love to discover these regional gems, in many cases to rub the corporate nose a bit.

We place product in a group of district stores and support with on counter point of purchase aids and a bit of local cable television. In addition, we create a publicity campaign targeting local media. Awareness begins to build. As re-orders are written, we extrapolate a national sales model, based on the district stores actual sell through performance. When these numbers are projected against the national store count we now have hard performance figures that are unassailable. The marketer is no longer presenting a product based on assumptions.

The local district or regional manager is always keen to tout this discovery to the national merchandisers. This endorsement of a product is invaluable. It is solid “Proof of Product Life”. The door is now open at the corporate level to present your program and receive a proper hearing from the powers that be-the buyers.

Another tool that is not utilized often enough is the simplest: sales agents. The days of road salesmen calling on each little town and shop are long over. Retail consolidation has made it imperative that sales representatives build strong rapport with the big box retailers that make or break products. They live off commissions that only increase with volume. Salesmen are always looking for new products that burnish their relationship within buying offices.

The only way to grow your business is through successful sales efforts. Remember ABC = Always Be Closing! It is essential that you utilize every option and opportunity to put yourself and your product in front of buyers.

Award Winning Firm to Create Graphic Designs for Engineering And Prototype Development of Novel New Line of Canine Lounges

Tampa, FL Brian McClish, President of B Anthony Core Group, LLC, developers of the K9 Koozie™ line of pet relaxation products, announced today that his firm has contracted the graphic arts services of Riley Animation Services of Tampa, FL to design the Companies novel line of canine comfort and relaxation products.

“In consultation with our managing consultants Duquesa Marketing, we interviewed conceptual artists and designers from all over the country”, said Mr. McClish. “Luckily, we found Riley Animation right here in Tampa. Their grasp of the novelty we are building into K9 Koozie products, the unusual features and benefits the products provide pets and pet owners, and the advanced technology we are pioneering, made our search more difficult than usual. Kevin Riley and his team immediately absorbed the concept and have greatly enhanced the design, profile and performance of K9 Koozie”.

“K9 Koozie is a product that presents a challenging confluence of unique engineering, technology and performance features that will thrill pets and pet owners”, said Geoff Ficke, President of Florence, KY based Duquesa Marketing. “However, design of the products presented a number of interesting challenges and required some real outside the box creativity. Riley Animation has provided us a wonderful mix of reality, creativity and inventiveness that will insure consumer acceptance of these truly exciting products”.

B Anthony Core Group, LLC will launch K9 Koozie products in the fall of 2010. The Company will be announcing retail launch platforms, pricing and international distribution plans this summer.

Tampa, FL Brian McClish, President of B Anthony Core Group, LLC, a pet product design and concept development firm, announced today that his Company has retained the services of Harrington Product Development of Cincinnati, OH to partner in the crafting and engineering of K9 Koozie products.

“K9 Koozie comfort pet products have science and advanced technology at their root”, said Mr. McClish. “These are not toys or frills, but products that improve the quality of life for pets and thrill seeking pet owners. We needed a product development firm that understands the importance of functionality, advanced performance benefits and stunning design. After careful consideration, Harrington Product Development stood out as the clear choice to make this product design a reality”.

“K9 Koozie is a product that involves maximizing pet comfort, pet health, pet safety and pet fun, “ said Geoff Ficke, President of Florence, KY based Duquesa Marketing, managing project consultants for the K9 Koozie project. “ There are so many features and benefits that are designed into the product that finding the proper engineers was not a slam dunk process. Harrington Product Development immediately grasped the importance of designing to reinforce the products science and technologies. Their creative instincts have enhanced K9 Koozie”.

B Anthony Core Group, LLC is planning a retail introduction of K9 Koozie in the United States in fall 2010. International introduction of the products will follow in spring 2011. A full slate of promotion, media, trade shows and pricing will be announced in September 2010.

Phoenix, AZ Jennifer Green, Founder and President of the Cry Baby semi-permanent mascara process announced today that her products will be launched to the professional beauty trade at this summer’s Cosmoprof Las Vegas.

“We have scheduled a full slate of introductory activities, appearances, media events and trade shows to support the launch of Cry Baby”, said Ms. Green. “The upcoming Cosmoprof is the perfect venue to introduce Cry Baby to exclusive salons and distributors seeking a truly new and different salon service that will thrill clients and generate fresh new income streams for cutting edge salons”.

“We have placed clients in the Las Vegas Cosmoprof, and the international Cosmoprof venues for over 30 years”, said Geoff Ficke, Presidentn of Florence, KY based- Duquesa Marketing, managing project consultants for Cry Baby. “This show is a great launch platform for Cry Baby in the American market, a great tool to meet and introduce luxe products to decision makers in the beauty business”.

“Cry Baby has all of the elements essential to be a game changer in the salon service business”, said Nancy Ficke, General Manager of Duquesa Marketing. “Jennifer Green is a true beauty innovator and her semi-permanent mascara application is perfect for the Cosmoprof Las Vegas audience”.

Cry Baby semi-permanent mascara applications will be available only through exclusive salons. A Certified Training Program will insure that each technician is thoroughly experienced in the science, technology and proprietary application process necessary to provide clients with a truly amazing beauty experience.

Phoenix, AZ Jennifer Green, Founder and President of Cry Baby Culture LLC, announced today that her company has retained award winning graphics arts firm Rain Visual Designs and Strategy of Phoenix to manage design elements associated with the branding and launch of Cry Baby semi-permanent mascara professional beauty products.

“Cry Baby is a very creative advance in enhancing the beauty of the female eye”, said Ms. Green. “The application is an exclusive salon service. We require the finest creative input and Rain Visual is a recognized leader in luxury work product. Our clients and salon accounts require top of the line branding materials”.

“Cry Baby brought us an exciting luxury beauty product challenge”, said Steve Smit, President of Rain Visual. “The importance of the eye in creating a beauty palette is paramount. Our team is tasked with providing the type of elegant sales collateral and design tools that will support the unique Cry Baby story”.

“The beauty industry is an unusual amalgam of image, fantasy, product benefits, science and technology”, said Geoff Ficke, President of Florence, KY based Duquesa Marketing, managing consultants for the Cry Baby project. “Cry Baby is a cutting edge example of each of these elements and requires a graphic arts team with a unique skill set. Rain Visual is just such a firm”.

Cry Baby will be introduced to the professional beauty trade at the July 2010 Cosmoprof in Las Vegas. The Company’s line of semi-permanent mascara is only available through exclusive salon application by trained consultants.