Lights, Car, Action
Isn't That Specialized?
Most of Jack Panzarella's auto accessories are distributed
through installers that sell car stereos. Specialized distributors
are an ideal market for inventors, because they make a living from
a small market with a limited number of vendors. A new product with
sales appeal is most easily sold in this type of distribution
channel. When Panzarella launched his Sport-Neon line, he started with
another specialty distribution channel--roller rinks. The
distributors were happy to carry and promote Sport-Neon because it
added much-needed revenue to their slim product line. To find specialty distributors: - Ask retailers for distributors' names. Specialty
market companies usually buy from only two to three
distributors.
- Read trade magazines targeting your prospects. Ads from
specialty distributors appear in most issues. For example, car
stereo installers get Mobile Electronics (Bobit Publishing,
310-533-2400); roller rink owners get Rinksider Magazine
(Target Publishing Co. Inc., 614-235-1022). Find relevant
publications by looking in the Gale's Directory of
Publications (available in larger libraries). Call the
magazines and tell them you're a manufacturer in the business,
most will send you a free copy.
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