Expert: Peter Gabany - 5/20/2011

Question
Hello,
So I want to help raise money for animal shelters and I was thinking of selling animal shaped jewelry, like cats and dogs, and giving the profit to the shelter. I was thinking and realized that the best market for this product was animal lovers because they would be the most likely people to buy animal shaped jewelry. So can you give me ideas on where I can advertise these products where it will attract animal lovers.

Also, I was thinking maybe a veterinarians office or a nutritionist who has vegetarian clientel would be a good place to sell it. So my second question is how should I advertise it. Could I ask them to display some of the necklaces in their office or should I do it another way?

Answer
For the lowest cost penetration to market soonest might I recommend Etsy.com. This is by far the lowest cost of entry to reach National if not International markets. Unless you have about $20,000 to invest in a mix of traditional and new media I would advise against investing in an advertising program.

Once you have sales, then I would invest in a PR program with risidual income from your sales which frankly will get you further than any advertising. A good PR program coupled with a fantastic product and your story of wanting to help the animal shelters is a way to get you on the Ellen show or others.

Let me know if this is of any interest.

Pete