Create Sales Opportunities – Thinking Outside the Box

Are you missing out on sales or promotional opportunities? All too frequently, companies focus purely on standard exhibition sites and conventional sales and marketing activities.

Thinking outside the box could lead to opportunities you might never otherwise have expected.

Take Westfield Shopping Centre in East London. Retailers were a little hesitant when they heard that a Muslim Eid festival shopping weekend was to be held in the centre. Nothing like that had ever been done before – but it turned out to be an incredible opportunity.

Speaking to British Muslim Magazine, organiser Waleed Jahangir commented, “the Muslim community didn’t have a showcase for its positive aspects, the way of life, culture and food. There are a lot of ecommerce businesses operating within the Muslim community. Mainstream businesses didn’t realise how big the market was.”

For retailers, it turned out to be Christmas all over again. Members of the Muslim community, not just from London but from around the UK flocked to the centre on buying sprees. Now quite apart from the Westfield’s Muslim festival weekends, there is also an annual consumer exhibition attracting hundreds of thousands of people at London Excel.

Thinking outside the box creates successful campaigns

The message is clear – companies that think outside the traditional box can develop and create extremely successful markets. Even on a small scale basis, collaboration with other brands or retailers targeting a specific market can make a tremendous difference.

Just think of all the niche sectors out there, containing people who are dedicated for example to motor bikes, vintage lifestyles, ethnic food. It may be if you look closely at such a sector, you will spot opportunities for your product.

If there is no event or mini exhibition in a sector, why not set up one up. It could be a collaboration with a couple of local retailers or similar businesses. Several local authorities are now encouraging the development of high street stores as pop up shops involving a group of local businesses. In Maldon Essex, two high street stores combined to offer something different at Maldon’s Promenade Park this summer. Two adjacent pop up stores were opened, one in a marquee selling environmentally friendly wares while a pretty shepherd’s hut became a bookshop.

Promoted to the right audience, you could find that such collaborations bringing in a lot of new custom and getting your brand better known.

Be creative. Look for promotional opportunities that will catch people’s attention. When all around seems dark and gloomy, something that lightens people’s mood, and gives a few minutes of relaxation or humour will catch attention. Think about flash mobs, circus artistes, magicians. These are experiences that will keep people entertained and interested.

Then there are the countless national or world days and Awareness weeks. July is actually National Hot Dog month while August 4 is National Chip Cookie Day! Also in August is the World Calligraphy Day, the World Elephant Day, and the International Left handers Day. September sees the national Tofu Month, Organic September, Secondhand September, National Cholesteral Month, Shetland Wool Week and Thank You Hidden Heroes Day.

On the list for October includes the unexpected Unblocktober (the world’s first month-long national campaign and awareness Month to improve the health of drains, sewers, watercourses and seas. Clearly an opportunity not to be missed by any drain cleaning and clean drain product companies – but it could also appeal to companies seeking to stress their environmentally friendly credentials and support for the marine environment.

A little preparation and thought around topics like these can lead to lots of publicity opportunities for a company that is prepared to think outside the box.