Selling Brads

by Sara Naumann

A brad with a buddy—this cute pair of flip-flops is held to the paper with flower brads.

We love brads! They're cute, they're colorful, they're inexpensive and (thankfully) they're quick, quiet and easy to use—making them perfect for in-store classes and demos. They're probably one of your store's staple products, and I bet they're also one of your best-selling items.

Even better—manufacturers are maximizing the brad trend by developing new designs and styles. Designers are innovating fresh new techniques. And retailers (especially independent retailers) are benefiting from the latest developments in the brad world.

So how can you make the most of the brad category? Maximize sales with these three tactics: First, know the trends. Second, know the techniques. And third, know the most effective ways to merchandise and market brads. Keep reading to discover how!

Step 1: Know the Trends

Remember when plain silver brads were all you could find? Well, take a look at the options for trendy themed and specialty brads on the market today!

Brads covered with real fabric add instant color and style.

Fabric Brads: Fabric is big for brads! Whether they're covered in gingham, a cool retro design or bright-and-bold dots, fabric brads are one of the cutest ways to embellish.
Button Brads: These sweet embellishments give the look of a stitched button—with the ease of a brad! Even better, the painted metal can be sanded, or sanded and inked with a Staz-On for a shabby-chic effect. You can also dot a fine-tip Sharpie® marker in the faux buttonholes for a dimensional look.
The top selling shaped brads? Baby feet!

Themed Brads: Shaped brads are perfect for customers who want specific themes. And even better—you can find brads in just about every theme, from wedding cakes to soccer balls. The most popular design? Baby feet!
Super-Sized Brads: Big is in for brads—which is why 22mm brads are so popular! Papercrafters can stamp on them, apply rub-ons, or distress them with sandpaper or ink. They're perfect as a border or in the center of a silk flower.
Brads Plus More: Why stop with just a brad? Why not pair it with another metal embellishment? These cute metal embellishments are held on to paper with a shaped brad.

Step 2: Know the Techniques

Brads are great as is—but knowing altering techniques gives you a building block for developing classes and demos.

Sanding: Simply sand the top of the brad with fine-grade sandpaper. If the brad is painted, you'll reveal the silver metal beneath. If the brad isn't painted, you'll get a great shabby-chic effect.
Inking: Ink pads are great for altering brads. Simply hold the brad by the legs, then gently tap the top of the brad on the inkpad.
Inking & Sanding: For a really fun vintage effect, try inking a brad, then sanding lightly over the top. You'll get a rustic look that's perfect for heritage or shabby-chic styles.
Punched Paper:: A 22mm brad looks great with a 3/4" punched circle of paper. Simply punch a piece of patterned paper, then glue it to the top of the brad. The brad acts as a frame.
Rubber Stamping: A biggie brad is the perfect size for an alphabet stamp or small image. Insert the brad into a piece of scrap paper, then stamp the image—try a small letter, or stamp a portion of a larger image.
Rub-Ons: Rub-ons are great for big brads too—either monogram letters, patterns, flowers or even one rub-on layered on top of another. You can also ink or sand the brad before applying for a fun dimensional look.

Step 3: Knowing How to Merchandise and Market Brads

Merchandise a mini section of specialty brads, like the Brad Buddies™.

Now that you know the latest trends and techniques in brads, how are you going to market them?

Let's look at merchandising. You have a couple of options: to sell brads in packages, or to sell open stock brads. Some retailers swear by the novelty of open stock brads, using vintage teacups or ice cream soda glasses to display brightly colored brads in an eye-catching display. The only trouble is maintenance. For example, when (not if, but when) those cute teacups or glasses get knocked over and leave you picking mini brads from the carpet. Or the 15 minutes it will take you each night to sort the red brads out of the blue brad container.

There's also shrinkage. If you have open stock brads, you know some of them are walking out the door right now. And an eye-catching display of open stock brads is just as alluring to your customers' children as it is to your customers.

So where will you put your brads? Try merchandising them in small groups by style or theme. Resist the urge to place 75 brad pack SKUs on one wall—the sheer sight of 75 tiny packages can overwhelm even the most seasoned stamper or scrapper.

Place brads next to adjacency product for best sales.

Instead, merchandise your brads in smaller groups within an appropriate section: For example, place themed brads in each themed section of your store, merchandising the Baby Feet brads in your Baby area. Create mini sections of specialty brads, grouping all the button brads together and all the fabric brads with each other.

Some brads are best merchandised with adjacency product. For example, Great Big Brads have coordinating Rub-Ons. Place them together and you'll sell more of both.

Other brads are so unique, you'll want to make a statement by giving them their own focal section. The Brad Buddies™ look great when arranged face-forward on a pegboard display.

Marketing

You know samples sell, so be sure to dedicate employee time to creating a sample for each of your sections. Signage is vital, especially with such small product. Signs identifying the type and style of brad will make it much easier for the customer to shop.

Classes are a must for every independent retailer—it's what sets you apart from the big-box chains. Develop a class that features brads: Call it "Brads & Beyond" and invite customers to explore the tips and techniques in this article. Demos also work well to grab customers' attention and showcase the techniques.

Know the trends. Know the techniques. And know the most effective ways to merchandise and market brads. Make the most of the brad category and get set to compete!

ABOUT THE AUTHOR: Sara Naumann is the marketing director for Hot Off The Press, 1250 NW Third Ave., Canby, OR 97013; 503/266-9102; Web: www.craftpizazz.com; also, don't forget to visit HOTP at www.b2b.hotp.com to see the latest product before your customer does!