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Values Sell by Angela Soper, Nadine Thompson

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5Educating your partners

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THE CREATIVE CHALLENGE: Using education to build awareness of your product and enthusiasm for how it can benefit customers’ lives

Earth Creations is an Alabama company with strong ties to the earth. That’s because its organic cotton and hemp clothing is dyed with clay. Everything husband and wife owners Martin Ledvina and Joy Maples do is focused on their tagline: “The environmental answer for apparel.” And educating those in their distribution channel is a big part of this effort. Joy wanted to attract retailers to Earth Creations’ booth at trade shows, so she created little campaigns. About three or four months prior to the show date, she sends marketing materials to those attending the show. For one campaign, ...

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