Mini Materials got Featured on Touch of Modern. An inside look at how it went.

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We were contacted by Touch of Modern in March after some mainstream Men's Blogs ran our products.

Touch of Modern is a members only site that sells niche or luxury products in short 4-5 day sales at highly discounted rates.

The way they work is - we come to an agreed upon rate to sell the products to them - and they sell it at a discounted rate from our standard MSRP. (It’s super important to not have other dealers or sales offering lower prices in the weeks leading up to the sale.) ToMo then features our four products on their site for a 5 day sale. This is huge - they have 8mil email subscribers and get 15k new members a day.

We wanted to let that positive PR run its course before we hit the ToMo members so we settled on May 9-13. They require you have a reserve quantity set aside for them based on a figure that you come up with, but with a gross amount that they'd like to hit during the sale - for us it was $22,000 gross retail. We changed our quantities a couple times during the lead up due to some contracting issues and overall comfort levels. (The production of this large quantity of mini cinder blocks is a whole ‘nother story.) We chose products that we had the best gross margin on since ToMo takes a pretty large kick (for us it was 40% of retail because of our low price point products.) They also wanted some higher priced items sprinkled in against our bread & butter items so we put together a new kit in prep for the sale.

A week before the sale they came back to us and asked us to re-arrange the products in groupings so they could make up some of the cost in shipping. This was a bit of an ordeal for us since we'd already pre-packaged a large quantity of products but we used it as leverage to renegotiate payment terms (got Net15 rather than the "standard" Net30).

They also changed the date of the sale to start on Sunday May 8, which was Mother's Day.

When the sale kicked off, only 3 of our 4 products were offered up for sale. Our most popular seller and largest reserve quantity product - the 24 pack: http://ift.tt/1sFJHeH - was not listed. ToMo doesn't have too many folks (if any) working on Sunday - let alone Mother's Day - so we were unsuccessful getting the 4th product online. They sorted it out on Monday and by the afternoon our 4th item was online. They ended up extending our sale a 6th day because of this.

They then featured us in an email blast: http://ift.tt/20f1qEb

Here are some stats:

First day sales: $3,500 on 160 items purchased

Tuesday within 2 hours of Email Blast: $2,200

Overall: $16,00+ on roughly 1300 items purchased

Here’s what my garage looked like after it was all done: http://ift.tt/1TurcUk

Overall, it was a success! We sold 55% of the stock we reserved. The exposure has led to some additional Flash Sale requests from similar companies, several wholesale requests, and even an offer from a pretty well known product spokesman to partner with our brand. On top of that, ToMo wants to run another sale in the next few months.

On top of the Touch of Modern sale - our e-commerce site received a huge bump in traffic, sales, and wholesale requests as well.

I’ll be here to answer any questions y’all have about the whole thing for the rest of the day.

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