Marketing Outside the Big Box

The beauty of selling through flea markets is you're in control; there are no third-party retailers or catalogs to decide whether they'll take on your product. All you need to do is rent the space and display your product, and you'll have access to your market. If it becomes a proven sales channel, you can expand into flea markets across your region or the country. It's also a good way to build awareness for your products over time, thereby establishing a track record for sales that can take you to the next level of distribution. To learn more, visit the National Flea Market Association at www.fleamarkets.org.

Consumer trade shows. In many markets, annual trade shows are held for the general public, including large home and garden shows, craft fairs, gift shows and art festivals. These shows also provide a unique sales and marketing opportunity if your product is the right fit. Did you create a revolutionary new cleaning product? A home and garden show can be a great venue to demonstrate and sell it. Have a newfangled wedding offering? Consider hitting the bridal shows.

Consumer trade shows offer a captive audience consisting of a highly focused segment of your target market -- it doesn't get much better than that. All you need to do is rent your space, create a compelling booth and engage your audience. Some shows even offer exhibitors credit card services (for a fee) if you don't have your own merchant account. For more information on trade shows, go to The Ultimate Tradeshow Resource at www.tsnn.com.

Vending machine sales. This isn't just for gumballs anymore. Do you have a product that could be an impulse or convenience purchase and might sell like hotcakes in the right location? Then consider selling in vending machines. U.S. vending machines are more sophisticated than ever with some sleek machines offering a wide variety of fresh, frozen and healthy food.

Vending companies are also slowly expanding into new offerings. At the San Francisco airport, for example, you can buy a cell phone or digital camera via vending machine -- no quarters necessary, a credit card will do. And trendsetter Apple computer now has in-store iPod vending machines. There are also vending machines for medical supplies, DVDs and more. For more information on vending machines, start with the National Automatic Merchandising Association site at www.vending.org.

In sum, the more creatively you think about sales, the more successful you'll be. Leave no stone unturned when it comes to reaching your target market, and you'll surely connect with them in the end.