Archive for the ‘selling antiques’ Category

Shop Antiques Online with New Social Sites

In Drive Website Traffic, events, selling antiques, Young Collectors on July 28, 2011 at 10:03 pm

I’m thrilled to see that new shopping sites for antiques online are cropping up all over the place. And each one has its own spin, which gives buyers of period antiques and vintage furniture more options.

The ones that impress me now are Sean Blanchette’s new Antiques Near Me, Meg Wendy’s New Focus On and Eric Miller’s Urban Art & Antiques and Calendar of Art and Antiques. They’re social because they invite feedback.

These sites offer shoppers with alternatives to 1st Dibs, the grandaddy of the “online antiques show” and arguably a leading factor in the decline of attendance at live shows. the thing that made 1st Dib was its photography and exclusivity. Not only is 1st Dibs a pricey bet for the dealers, it locks them in to an exclusive contract that prevents them participating in other antiques online sites.

The new sites tend more in touch with the buying public. Here’s a quick rundown of their features:

New Focus On homepage

A traditional approach to selling antiques

  • New Focus would like to re-direct the eye for appreciation by offering a pretty site and content with a lifestyle bent.  It offers dealer gallery of tried and tested sellers. The advantage Meg Wendy brings is  having spent a lifetime in the business of producing shows, which means she knows the dealers coming on board.
Urban Art &

A blog approach to selling art and antiques

  • Urban Art & bills itself as a blog about art and antiques, with visits to antique shows and  flea markets. Although it does have a sales section for art and art prints, the site is more about enjoyment than selling. Eric Miller’s strength is that he is a show promoter / producer and brings a  genuine love of collecting to his work.
Calendar of Art &

Simple but effective

  • Calendar of is much needed event site with map views..  Participants post their  own events which are the moderated by the site administrator.  The News Section is helpful but primarily press releases.

The functional approach with back end videos

  • Antiques Near was recently shortlisted to be one of Boston’s hottest new start ups. Here, you plug in your zip code and up comes a list of galleries in that zip along with a map. If you prefer, you can find businesses by type, i.e. antique malls, antiques shows, auctions, flea markets.  Dealers are listed by the site administrator but can enhance their listing by “claiming” their business. So far the News is mostly press releases. The Video  section seeks to be relevent. Sean Blanchette is a young but knowledgeable dealer with vision, drive and no fear of the Internet or its capability.

All of these sites are trying to reach new audiences. Whether one has found the formula yet, is still to be determined. Together, they are educating people about the benefits of shopping for the old and combining it with the new.


How to say “I love you” with PR

In Art and the American Way, Art business, Auction Advertising, business, Drive Website Traffic, selling antiques on April 19, 2011 at 11:06 pm

What do you want from your public relations platform?  Most of my clients start out saying they have everything in place except for the buzz.  And with today’s touch-and-go economy, most new clients want to know about the process of creating publicity.

Whether you’re going to use PR To the Trade or use your own time and talents to make an impact, here’s what you should strive for.

First, unify your Brand.

Rubick's Cube - Bringing all parts together

Unify your brand.

You may not have considered this, but everyone in your company needs to know exactly what your brand stands for.

If you’re an auction house, ask yourself: what sets us apart? If you’re a dealer, what makes your inventory different? If you’re an appraiser, what is the one quality you’d like most people to remember after they meet you?  Everyone in the company, from the President to the associates, needs to know the 10 words that define your company.

Next, simplify your message.

Streamline your message


This can get tricky, especially if you’re hyped up over the coming auction of 300 lots or you have just unpacked a container. No matter how stoked you are, you must simplify. This often means using a different approach to the message.  Instead of listing all the inventory you want, talk about the overriding flavor of the offerings.

Third, amplify your message.

Amplify Your Message

Amplify Your Message

Know where you’re going to place your press releases. Do you have a list of journalists eager to hear from you because every press release you have ever sent them has been meaty? If not, this is the time to check your list and ask what the journalist or blogger is writing about next.

Now I won’t give you all our trade secrets, but there are platforms that give you access to tons of journalists and alert you to their most recent and coming projects.

Don’t forget the power of the Internet. Your message may not be timely for some, but it will always find audiences on the Internet, provided you have an enticing headline, a unified voice and a simplified message.

More trade secrets ebb out. Be sure to monitor the traction you’re getting on the Internet. Know how many impressions you are getting, how many full reads and where they’re coming from. And, definitely, make sure you know who is picking up your message.

Ultimately, the three most important words in your PR campaign are: unify, simplify, amplify.

A Benefit for Japan at Arts of Pacific Asia Preview

In Art and the American Way, Auction Advertising, Chinese art, selling antiques, Young Collectors on March 15, 2011 at 12:36 pm

Road Gone / Japan

As the spring Asia arts auctions roll around and NYC galleries prepare for an influx of uber affluent collectors and art lovers, the usual excitement is colored by the sad and devastating news from Japan.  As founder of Asian Arts Week – the campaign to unify and amply  the many aspects of spring Asia Week in New York – I am particularly struck by this.

So, in a spirit of humanism, Asian Arts Week is collaborating with Arts of Pacific Asia producers, Elizabeth Lees and Bill Caskey, to turn the opening night preview into a benefit fundraiser.  Both exhibitors and guests are being asked to donate a suggested amount of $50 to the relief efforts.

Arts of Pacific Asia logo

Turning a Preview into a Benefit

With access to the quake and tsunami zones still limited, Doctors Without Borders has dispatched two teams of three already.

At this time, relief organizations are saying funds cannot be earmarked for Japan specifically. But it is our belief that Doctors Without Borders, which appears on the  CNN list,  historically performs well. Donations made through the Arts of Pacific Asia initiative will fund their work.

I join Liz Caskey in saying that it is most appropriate for lovers of Japanese art and culture and the galleries that have benefited from the work to be among the leaders of givers in  art and antiques world.

Contributions may be made by check or cash.  Any organization participating in the week’s events but not coming to the Preview but desiring to donate can get more information by sending an email to

As for myself, I will be contributing my time to get the word out and making a financial contribution as well. (Any  PR people who would like to donate time to help spread the word can contact me at

For the past several years, Arts of Pacific Asia, unlike most high level antique/art shows, has not had a benefit opening.  It is most fitting that this year, exhibitors and guests rally around our friends to the East.

Arts of Pacific Asia preview party is Wednesday, March 23 at 7W.  (That’s 7 West 34th Street.) NYC, of course.

Homepage Asian Arts Week

A Luxury Conference on Antiques, Auctions & Appraisals

In selling antiques on November 18, 2010 at 6:36 pm

There has been a lot of buzz lately about new associations for antiques and art dealers. Several grass root movements are afoot that purport to educate newbies about why they should buy antiques instead of clothes. While I support these efforts, I think that it’s time the trade took a tip from their luxury counterparts in retail, the ones making money.

Silver Set from Luxury Antiques Weekend, Stapleford Park England

Manufacturers of luxury fashion, watches and porcelain don’t form associations.

  • They promote.
  • They build brands.
  • They do trend forecassting.

They  also talk to one another.  Many also connect via the Luxury Society, a by-invitataion-only business network and online publication that helps luxurists make business.

Recently, an incredible group of  luxury business leaders  got together in London, November 9 -10 at the International  Herald Tribune’s 10th Luxury Conference.

A suggested list of attendees targeted publishers, management consultants,importers/exporters, marketing companies. And because this year’s conference was fashion forward, they targeted independent designers.


So that everyone from CEOs to graphic designers could have “an unparalleled opportunity to debate to debate the latest business developments and trends.”

Past IHT Heritage Luxury Conferences have focused on Modern Luxury, Sustainable Luxury, Techno Luxury. This  year’s luxury conference brought together heavy hitters in fashion, and that included the  porcelain manufacturer Porzellan Manufaktur Nymphenburg.

Headliners included Chanel’s Karl Lagerfeld (arguably of the old guard luxurists), Burberry’s Christopher Bailey (young Turk at helm of traditionalist house), Jörg Richtsfeld, CEO, Porzellan Manufaktur Nymphenburg and others.

Before you say you’re  not in the luxury fashion world, let me ask you this: Is there anything you sell or appraise that wasn’t ever “in fashion?” Wasn’t everything you sell or appraise at one time or another top of the line or reaching for it?

My point is that to revive the business, antiques dealers, auctioneers, appraisers, show promoters, and publishers  need to establish a beachhead  on the Luxury Atoll.

Before you pooh pooh this slightly OTT line of thinking – take a look at the Wall Street Journal’s 2010 fall magazine on how to buy  everything from investment handbags (great for vintage bag sellers) to estate jewelry.

Luxury Buyers Get the How Tos

While the Wall Street Journal’s editors didn’t actually talk investment furniture,  a table from Rau Antiques made it into a photo shoot.

Frankly, I think Bill Rau would make a terrific keynote speaker for the inaugural Luxury Conference on Antiques, Auctions and Appraisals.  Here’s a business man who turned a family antiques business into a global luxury brand.

And how about another innovator and survivor, Sanford Smith of Sanford Smith & Associates? This guy saw the market contracting and watched dealers squirm while prices at the Armory rose and what did he do? He restructured the shows and found an alternative venue.

So, for the first luxury conference we’ve got  at least two potential headliners. Then there’s Bill Ruprecht of Sotheby’s, who dug the company out of a legal quagmire that no one remembers anymore. And what do you think you could learn from Michael Bruno of 1st Dibs? Or the inimitable Souren Milikian?

At other levels, there’s Thomas Coleville, who drew private American art dealers together in the National Academy American Art Show and Josh Wainwright, show promoter, who had the vision to bring Antrhopologie in to draw a circle around antiques and style.

Clearly, there are plenty of people in the business sitting on a body of business experience that could be beneficial to the trade at large.

Equally as important, promoted correctly, a Luxury Conference on Antiques, Auctions and Appraisals would have sex appeal. Given its depth of  information leaders,  it would attract the same paying list of potential attendees as the IHT’s Luxury Conference.

Luxury is what people want to spend their money on. Fashion and luxury are an insuperable couple. Luxury and contemporary art also are also so entwined. (Just wait to see what results from Art Basel  and it’s companions, Red Dot, Scope, Art Asia in a couple of weeks.)

Sy why not break the mold? Bring the trade together under the auspices of a for-profit conference and share the wealth of knowledge. It would be good for everyone. And the profits, given there are profits, could possibly help power the grass roots efforts to make antiques green, get collectors to get another collector, professional  associations in their embryonic (and probably, underfunded) stages.

Everyone wants to make the old fashionably new.

A Luxury Conference on Antiques, Auction and Appraisals could be the tipping point.

6621 Reasons to Use a Small Business Marketing Firm.

In Drive Website Traffic, selling antiques on October 7, 2010 at 8:26 pm


Usually I use this blog to offer high level information antique dealers, auction houses, designers and art galleries can use to DIY.  Today, I’m going to explain the difference between DIY, in-house marketing and using a public relations and media consulting firm that specializes in your business.

It’s about making money. Growing your business. Breaking out of the box.  Seeing from a different perspective.

The competition is coming at your from all directions, from brand names like Restoration Hardware that’s now mixing in antiques with the knock off to start-ups that have a grip

Now mixing antiques with knock offs


on the way business is done today and a vision of how it will be done tomorrow.

What are your choices:

Scenario 1. You’re watching margins so closely, you to do-it-yourself.

Most likely, you’re so absorbed in product that you don’t have the time to do your own marketing properly. if you do have the time, you probably don’t have the marketing experience to work on the edge of the PR cliff.  You settle for long, boring copy. You settle for ads that with no definition. You settle for a modicum of success.

Scenario 2: In-house marketing.

While you may have an in-house writer or PR person, their perscpective is going to reflect the corporate culture.  You in-house people have a job to grind out, a job to protect (theirs), and face a certain amount of burn-out when the products you sell or auction are similar month after month. Your marketing department needs a breath of fresh air.

Scenario 3: You work with a specialized marketing agency.

There aren’t a lot us out there – marketers who know their business and yours. PRT3 is one, maybe the only one, that knows the antiques, auction, design fields, and  offers full service.

This means that you benefit from cutting edge techniques based on time tested tactics. For example,

  • Tests and controls..
  • A point-of-view that sees two distinct audiences for your product, the trade and consumers
  • Writers who know how to turn a keyword to set your product and your press release apart
  • Guidance  on what channels of distribution to buy into, what to avoid.
  • Metrics that show you how many people read your press release, how many picked up your press release, what the aggregate traffic score was.  For instance, we just heard from Google that a recent press release got 6,624 pick ups in 2 1/2 weeks. (About the same lead time you give an auction press release.)

How we do it isn’t a secret. It’s about knowing how to get to the heart of the story. It’s about taking a step back and re-working the rules. It’s about writing  headline for people and spiders. It’s about keywords and distribution. But mostly, it’s about our passion for getting it right.

When PRT3 gets it right, your website traffic grows. Your in-store and gallery traffic grow. Your business grows.

When “Texas Woman Turns Oil Painting Into Gold” got covered 6,620 times in the search, it gained an even higher readership.

If we put your business first,  that gives you 6,621 reasons to call PR To the Trade to find out what we can do for you.

Make Your Google AdWords ROI Better

In Drive Website Traffic, selling antiques on October 1, 2010 at 5:44 am

So you got a free AdWords coupon from a magazine or your web developer. And that started you using sponsored links to promote your business. But when the freebie ran out and you started paying on a cost per click basis, something happened. You discovered that AdWords is expensive. You might even say AdWords is overpriced.

Google AdWords

Like other forms of publicity and advertising, if you are not marketing right, your efforts will seem over priced.  Thinking that your promotions are over priced could be the symptom of a larger problem.

5 Way To Get the Most from Google AdWords .

1. Strong Business Models. The Internet has created an uneven playing field.  Businesses now have total reach across the world. If your business is good locally, will it hold up to the online competition?

That depends on your business plan and whether or not you continually refine you the way you source, price, provide customer follow up.

Successful advertisers are willing to break even or lose money on the initial product because they know they can make it up on the back-end.

Repeat Customers Keep Profits High

While the cost of bringing on one customer may be high, selling again and again to the same customer changes the numbers.

2. Strong Cash Flow.  Even if business is great, AdWords will seem expensive if your cash flow is tight.  It’s rare that you could spend $100 today and get $2o0 in business tomorrow. No wonder AdWords, or any kind of long-term publicity campaign, is  frustrating to product based antique and art dealers. You’re used to seeing your scores walk out the door not long after you put them on display.

Google AdWords, publicity in general and marketing strategies just don’t work that way.

The rule of thumb is that people need to see your message 12 times before it makes an impact. And it takes time afterwards for them to make the purchasing decision. You could be waiting 6 or 12 months to convert a prospect. If you’re wondering how your competitors can afford to pay high prices, I’ll let you in on a secret. They know they can’t afford not to spend the money.

3. Test, Test, Test. The mantra of pre-Internet direct mail holds true in the digital age. You must test the keywords you are using. Your marketing agency can do this for you. (Do- it-yourselfers most likely won’t have the stamina to go through the drill again and again and again and again.)

At the very least, you must test home page and conversion page keywords. Then, as soon as you have a control, start testing again. All of your high traffic groups, ad groups and campaigns deserve their own tests. Why? Well, sometimes the losing words work better with other segments of your audience than they did on the segment you tested.

Data drives AdWords’ success. You will find your marketing agency able to provide spreadsheets and test results that hone your AdWords.

4. Don’t Let Top Position Break the Bank. If you’re duking it out  for top spot on Google on a cost-per-click basis, you’ve got that kind of problem that’s good to have. But if the battle is sucking dough, you might want to ask “Is this an ego driven effort?” At every stage of a Google AdWords campaign, spend only what you can afford.

Conversion tracking back to every keyword and ad group will give you answers on what you realistically need to spend.

5. Build a Better Mouse Trap. Say your business model is strong, your cash flow good and other forms of advertising are working, then the answer is easy. You need to  use Google AdWords smarter.

Build a Better Mouse Trap

Make sure you structure your account so that you display the most relevant ad for each keyword search.

Don’t forget, prices will go down as your AdWords campaigns are more tightly manged. For instance,  bet no magazine rep ever gave you a break because tons of people answered you call to action and requested a picture of the French chair in your ad.   But you will get a break from Google.

Google wants their users to have good experiences, so they give you lower click costs when your ads are relevant.

Negative keywords also help keep costs down by blocking unwanted traffic. You can often cut costs by 20% just by being thorough with your negative keyword list.

Needless to say, few antique dealers, antique appraisers, auction house managers or designers  want to wrap their heads around the Google AdWords minutia-for-success any more they have to.  Best advice, leave the nitty gritty to the pros.

Give us a call for a free consult on your Google AdWords campaign.

Why Keywords Are Not Enough: The Changing Face of Content

In selling antiques on August 20, 2010 at 1:16 am

A few months ago I suggested that folks in the antiques trade – from dealers to auctioneers – take a look at the words they are using to describe antiques.  Today, I’m back at the computer to talk about why the dusty words that explain the product are not helping you sell the product.

As a  wordsmith myself, I am in love with words. Some of favorites are great in conversation. They were great when I was writing for print. But on the Internet, these words sit so long that they grow cobwebs before anyone searches them.

By now, everyone knows that one of the challenges of the Internet is to get your keywords right and use them in the right places so that the search engines scan them.

Unfortunately, a lot of people get their keywords lined up and repeat, repeat, repeat them until the thing they’re writing about becomes a big yawn.  Reporters and headline writers were among the first affected by the keyword bug.  Headlines that used to be written to capture attention, draw the reader in and sell the story. Now headlines are written to attract spiders.

The challenge is not only to utilize your high traffic keywords and write well but to use the words that the Internet has popularized.

For instance, before the Internet, descriptive copy was copy. Then it became content and content became king. Today, content is still king only now it has many different faces.

While  more than 2,000,000 people search antique furniture globally each month, very few search  19th Century French Furniture or 18th English Oak. That’s the difference between the young Turks and the old guard.

In the auction world, where things are catalogued…well, isn’t cataloging something that goes along with index cards? Librarians used them. Junior specialists locked in closets examining and detailing collections used them. But people searching the web don’t catalog, they index. They like indexes. They’re familiar with indexes. So how about creating indexes of properties in an auction?

It’s not just about the number of times people search your keywords. It’s the way you use them to communicate. For instance, curate is a rich word that used to be bandied about museums and ivory towers.  Now, people curate content and curate party lists or curate sales proposals. Another new word is monetize. This used to be “make money from something.” Now it’s monitize your website or monitize your consignments.

Of course, once your viewers get past the search and onto your website, you are obligated to describe items as to what they are. But before you draw people into your lair where they might gain an education about the 19th Century, the 18th Century and all the rest, you need to lure them with words they use everyday in the course of business, SM, over drinks.

To reach the new buyers, you should really retool the way you approach content. If that means re-doing your website to reflect a content shift, do it. If it means re-thinking your ads and marketing materials, do it.  In direct mail, the teaser on the envelope was 80% of the sales process. On the internet, the teaser is your content.

If antiques are material culture and things from the 70s aren’t retro but are vintage (searched more than 4 times as often as retro), you’re talking the language of the younger collector.

Content rules so make sure you’re aiming it at the best target market.

Use Celebrity Power to Drive Traffic

In Drive Website Traffic, selling antiques on May 6, 2010 at 5:37 am

Fame. Power. Money.  Everybody wants to know how to get some. Those who’ve got it can bottle their own brand and sell it.

Most stats say that the use of celebrity to sell products has doubled in the last ten years. Others say at least 1/4 of all ads use celebrity spokespeople. Even celebrities themselves surround themselves with other celebrities to solidify their brand. Take Donald Trump and Celebrity Apprentice, for instance.

The concept of celebrity is so strong that we even have a rating system for it. There are A-List celebrities all the way down to  D-List celebrities. This amazing phenomena isn’t just a Hollywood thing. Celebrities dominate in every career.

There are Celebrity Artists, Celebrity Bloggers (most of whom actually blog about celebrities), Celebrity Chefs, Celebrity Decorators, Celebrity Politicians, Celebrity News Reporters, Celebrity Pundits, Celebrity Art Dealers, Celebrity Antique Dealers, Celebrity Auctioneers.

Celebrity Chef Curtis Stone

Celebrity Chef Curtis Stone

Clearly, no one can go it alone anymore. Everybody who wants to be anybody needs a handler, a manager, a smokin’ PR firm. Without these, successful people achieve, well, they achieve success, not celebrity.

Celebrity is such an important quality that some people, like Stephen Colbert (one of my favorites BTW), set themselves up as celebrities from the get-go and grow into their celebrity. Others court celebrity by turning their own mundane or dysfunctional lives into Reality Shows and take their celebrity anyway they can get it.

What has all this to do with driving traffic to your website?

Simply this: you can use the power of celebrity to maximize traffic. It’s easier than you think and not nearly as expensive.

Because there are celebrities in all careers now, it is quite likely that you can tap into a network of celebrities specific to your product line and your audience. Celebrities thrive on exposure, so it is not reaching to say they will agree to grace the pages of your site… if you follow the rules of courtesy and use.

Of course, you will need a website that has a component appropriate for celebrity content. This content component could be a magazine or a blog or an opinion column.  Given this, you can include in your integrated marketing strategy a celebrity strategy that will drive traffic to the site.

One of the best examples I can offer is a strategy PRT3 created for a client that is an online antiques seller.  While the thought of seeing yet another site of static photographs and academic descriptions of antiques and decorative arts is a yawn, finding out how a celebrity decorator would use the antiques is hot.

We came up with the strategy of featuring an HGTV celebrity designer or an A-List Celebrity Designer (one who works for A-List celebrities) every month.

Award Winning Designer

Tobi Fairley at

It touches the aspirations of everyone who wants to know what to with Grandmother’s breakfront or who wants free advice on how to make the walls and drapes of a room sing.

Same holds true for your industry. While the concept of seeing yet another static site is a bore, the ability to learn, laugh with or hear from a celebrity in your field is exciting.

Only you can decide who the celebrities in your field are and how you can tap into their name recognition. When you do, you give your first choice a call.  There is always a chance he or she will pick up the phone. If they don’t, their publicist will.

Armed with a clear, cohesive pitch about who you are and what you do, the USP (unique selling propostion) that sets your site apart, what your demographic is and how reaching it benefits your celebrity, your are almost guaranteed to get a positive response.

Once you do get the interview, quote or endorsement, respect your celebrity’s image. Be authentic.

Unless you are paying for an endorsement, do not exploit the generosity of your  celebrities. Be sure – doubly sure – that you do not manipulate their words or advice to sell your services. It will leave a bad taste in the mouth of the person doing you the favor and it won’t ring true to your readers.

Authenticity will get you more followers, more traffic than a sales pitch. People are coming to your site to hear what  their favorite career celebrity has to say. They want to be informed. They want to know how that celebrity can help them grow.

If you are tempted to sell, sell, sell, take your hands off the keyboard and sit on them. You win by association. The association could be a lifestyle or peer-to-peer information or aspirations.

You will be lucky to get one great quote that makes the point you want to put across. It could be as simple and as strong as “I typically use about 20% antiques in my room designs.” It could be as awesome as “I check this website at least once a week.”

When you get the quote you want, put it up front. Make sure that your readers get the message immediately. Do not make them work for that message and once they have it, let them off the hook to read the rest of the celebrity content in peace.

If you choose to play up that marvelous quote in a newsletter or other promo piece, fine and dandy. Chances are, you won’t need to. Word of mouth, that viral thing, will take over and your traffic and audience will grow organically.

Once you have posted your first celebrity article, opinion or interview, you will find it easier to get other career celebrities on board. Everyone one is selling something. Celebrities are selling themselves, their expertise or their point of view. This is what makes celebrity content on your website a win-win situation.

As your  traffic grows, so does your position in the marketplace. Use the power of celebrity in an even handed way and you will drive traffic to your site and grow your business.

How to increase your marketing ROI.

In selling antiques on September 7, 2009 at 10:47 pm

signAll too often, when I ask antique and art dealers how they market, they reply, “We advertise,” or “We call our core clients regularly,” or “We have a website.”

While these tactics are perfectly legitimate, they are yesterday’s techniques. They don’t constitute a Marketing Strategy. They don’t engage.

These days, it is no longer enough to shout about a new collection, shipment or show. Collectors want to participate in your marketing stream. And this is good news, because every new member of the arts community who finds and is engaged by your website becomes your “brand ambassador.”

  • Your website is the first step to effective communication. Assuming it is rich in keywords, logical and easy to navigate, you already have the first part of your marketing plan in place.
  • (Caveat emptor: Graphic-heavy sites don’t entice the web crawlers to rank you above the fold on Search Engine Pages. Recently, we have been seeing a 5% – 10% ROI per month on sites we tweak with new content.)
  • Inbound links drive people to your website. They can be embedded in press releases, blogs, articles and distributed via PR sites and communities like If you hate to write, we can help with press releases, articles and blogs that are newsworthy and invite readership.
  • Ready to access the social networks and blog? Perhaps you already have a presence on U-Tube, Facebook or My Space. Maybe you blog and tweet. That’s great, just as long as everything you put on the web reflects your USP (unique selling proposition) and its benefits.

Knowing that most of you are product oriented, I encourage a DIY marketing initiative once you have a Marketing Strategy in place to lift you above the competition.

In the coming weeks, I’ll guide you through some of the steps you can take to drive those elusive new buyers to your website and your retail shop.

Till then, if you want clarity on any of these points, please give us a call at PR To the Trade. Or, email us at Our phone is  (212) 665 6773.

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