Should I hire a firm to help me market my product to big stores like Borders and Barnes and Noble?
The product is an accessory for a personal journal. Last year I went to the Stationery Show in NYC and talked to about 15 manufacturers and distributors who do business with these large chains and they all felt that it was a product that would sell well. The challenge is to get in with one of the distributors who currently does business with Borders and Barnes and Noble.
Yes, I suggest you find a rep firm that has established relationships with these and other major retailers. Not only will they help you get your product into the stores, they can be invaluable when it comes to providing guidance about everything from pricing to packaging. Bear in mind that you'll need to pitch your product to several good potential representative firms and it may take you a while to find one willing to help that will give you, a new manufacturer, the attention you deserve. But hang in there until you find just the right match.
With news outlets welcoming brand journalism with native advertising opportunities, marketers need to be careful that they aren’t misleading or blurring the lines between "real journalism" and straight advertising.