Getting Access to Buyers in Big Retail – The Easy Way!
Many brand owners are ready to sell and scale their distribution but lack a network that connects them with key retail buyers. In vast markets like the USA, the cost of traveling across the country to meet buyers can quickly add up. The logistics are often daunting, especially when initial meetings might only last 30 minutes.
Wouldn't it be amazing if retailers came to you, ready to hear about your brand? And what if these retailers were the specific buyers for your product category? It may sound too good to be true, but in major markets like the USA, it’s a reality—thanks to ECRM (Efficient Collaborative Retail Marketing℠) events. We have successfully listed brands from ECRM’s with major international chain retailers and secured distributors in overseas regions where that’s the brand’s preferred commercial model.
How ECRM Events Work
ECRM hosts events throughout the year for various categories, drawing in 50+ retailers, ecomm retailers, marketplaces, and distributors—each looking for new, innovative brands. These events give you a unique opportunity to present your products directly to the people who matter most, buyers.
At these events, brand owners book a “brand room,” which is usually a converted bedroom in a conference centre hotel. You can deck out your space with your brand’s marketing materials, product samples, to showcase your brand. Over the course of three days, you'll meet with buyers in a series of back-to-back 20-minute meetings. It’s intense, but it’s also an incredible chance to engage directly with decision-makers. There are also shared space and virtual options which are ideal for new and emerging brands.
In addition to the formal meetings, there are plenty of opportunities to network with both competitors and buyers in a more casual, social setting during the evenings. These interactions can offer valuable insights into buyer expectations and market trends.
Preparing for Success at ECRM Events
Success at an ECRM event requires solid preparation. Here are a few tips:
Be Pitch Perfect: Your elevator pitch needs to be concise, clear, and engaging. Use it to understand the buyer’s needs right from the start.Get Hands-On: Encourage buyers to test your products during the meeting. Let the experience speak for itself while you deliver your presentation.Be Ready with Samples: Make sure you have plenty of samples available to distribute throughout the event.Capture the Buyers Details and Expectations: ECRM’s system helps track all the key action points and buyer contact details, so you’ll have everything documented after the meetings ready to follow up. Understanding how many SKU’s they may take, the number of doors they may list you in, expected margins, timings and agreed next steps all may be covered in the meeting.
While it’s possible to hire experienced sales agents to represent you at ECRM events, it’s often beneficial for brand owners to attend in person or with expert support. Being there allows you to share your brand’s story with passion and gain firsthand experience of interacting with buyers.
Is ECRM Right for Your Brand?
Check the ECRM event schedule to find dates relevant to your brand’s category. These events can be an excellent opportunity to access retail buyers without the need for extensive travel, giving you focused, quality time with key decision-makers.
If you'd like to discuss whether an ECRM event is a good fit for your brand, or would like us to present on your behalf feel free to get in touch.
If you’re unsure if you are operationally and/ or financially ready to work with big retailers then we offer a brand health check with an action plan of what your brand needs to have in place.