Grassroots Marketing Methods

Easy, inexpensive grassroots marketing methods for sharing your teddy bears.
By John P. Port

(Originally published in Teddy Bear and Friends magazine, May/June 2007 )

Some of the greatest experiences in my years of collecting and creating teddy bears have stemmed from sharing that collection with others. It is still amazing and exciting to see the expressions and hear the comments of people experiencing the world of teddy bears for the first time. I think we forget how very small our teddy bear world is and how many people have no idea what artist bears are or that antique teddies are collectible. I love promoting the teddy bear and the great feeling it instills in the individual. There are so many different venues in which to share this incredible art form with the “outside world.”

In the late 1970s and early 1980s, the teddy bear world was really in its infancy. I remember taking teddy bears to the local library, where my mom [Beverly Matteson Port] talked about them and left them on display for a month or so in one of the display cabinets. Sometimes there was a sign promoting a local doll and teddy bear show taped to the glass.

Libraries are still a wonderful way to expose the general public to the fantastic teddy bear experience. A couple of years ago, Denis [Shaw] and I contacted our local library and asked if they would like a display of teddy bears for a month or so. They were thrilled. We gathered a group of antique and artist bears, paper ephemera, and, of course, well-known teddies, like Smokey, Pooh, and Muffy. I made informational signs about the different pieces and added a couple of historical facts about Teddy’s history and his connection with President Theodore Roosevelt. I also included a poster for the local San Jose teddy bear show in July. This display started a domino effect. The local newspaper contacted us to do an article. That article caught the attention of one of the largest calendar companies, which asked us for photos to do two calendars. Another company contacted us and used some of our collection for a different calendar. In the meantime, we were asked by several other libraries if we would do teddy bear displays for them, and we gave several “Teddy Bear Talks” for children and adults. The interest was unbelievable. Every year since, we have been doing displays and giving seminars.

In addition to libraries, consider sharing your creations or collections with local schools, clubs, historical societies, and service organizations; examples include quilt and sewing clubs, Boy and Girl Scout groups, Rotary and Lions clubs, your children's or grandchildren's schools, nursing homes and retirement communities, and the YM- and YWCA. Many of them need programs and will be eager to have you speak and share your bears.

Displays and talks are just one way to spread the word about our wonderful teddy bears. Every year since 1985, Denis has donated a teddy bear to a charity raffle benefiting the local volunteer fire department. Several people in the community have been bitten by the “collecting bug” and have contacted Denis to buy his creations. They are always amazed when he tells them about the wide world of teddy bear collecting, and several have amassed beautiful collections.

Try to find new places to share your bears. Artists, approach local art galleries to do an exhibit, join the local and state art guilds, and participate in local art and craft shows. Offer to teach a class at the local craft or fabric store. Collectors, leave your extra magazines at the dentist or doctor's office after your visit. Ask your local bookstore to carry teddy bear magazines and books, and offer to do a talk about bears at the store.

Any time you share your collection or creations, send a short press release about the event to your local newspaper. Address it to the features editor and include the date, time, and location of the event, a brief description, and a photo of one of your bears. Newspapers are usually looking for upbeat local news and might send someone to attend your presentation or interview you. Artists, send press releases when you receive awards and are featured in magazines, too. Plus, include with your display, talk, donation, or press release a copy of a bear magazine or typed list of shows, magazines, Web sites, local stores, and clubs where the buyer can find more information — you could help hook someone else

It is so rewarding and fulfilling to share what you love with the world.