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You can work with your ad agency or a local graphic
designer to create and produce a sales slick. Printers
often offer full service design and printing. As with
other creative work you commission, negotiate the
rights to all the creative material that is being
produced. Do not let the studio or the printer
maintain the rights or you will be locked into using
that vendor for future printings.
To find printers or a graphic designer capable of
producing slicks, check with your local trade
association or talk to other processors to get their
recommendations. Get samples from any firms you
are thinking about hiring. Make sure to proof
everything before it gets printed.
Shelf talkers are another popular sales promotion
tool. These are small printed pieces that are
positioned in front of your product on the grocery
shelf. A shelf talker is a way to catch consumers
attention as they make their way down the aisle. You
can include information about product use, a recipe,
nutritional value or other information that may
compel a consumer to buy your product. You will
want to talk to your distributor or retailer before
creating your shelf talker. Make sure your retail
outlet permits the use of these devices and find out
what their specifications are before you begin to
produce the piece.
You will also need to have color photographs of your
product. These are used to create the images for your
sales slick and other public relations opportunities.
Sending professional photographs with media
releases increases the chance of having your product
pictured. Professional photographers know how to
light and compose photographs so they present your
product in the best possible way. Always insist on
retaining the rights to all photographs and slides for
any future use. You should spell out the rights in
your agreement with the photographer. They should
include the right to use the photograph for
advertising, promotion, publicity and publication.
There is no end to the ways you can promote your
product. Think creatively. Where dollars are scarce,
imagination is important. Keep copies of all of the
press coverage you receive so that you can use them
when you are trying to sell your product to a retailer
or distributor. Send out samples of your product to
the media. Talk to stores about product sampling.
Donate product to be used for local benefits. For
further information see the resources section on
page 59.