Charm builds and runs outbound for
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The DTC side of TOPS rides the celebration calendar: big in May and December, quiet between. Wholesale is the side that compounds. One gift shop that stocks the line reorders for years, one wedding planner buys sparklers for every send-off she runs, and one hotel puts wish capsules on its New Year's tables every single December.
And the timing is not subtle. Independent retailers write their holiday orders between now and October, venues lock New Year's programming in the fall, and corporate gifting budgets get spent in September. This document puts a 40-year handmade brand in front of every one of those buyers while the orders are still being written.
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Surprize Balls®, number sparklers, fortune candles and wish capsules sit between two and twenty-two dollars: the giftable, photographable, grab-one-for-the-party zone every gift shop fights to fill by its register. A buyer does not have to bet a season on you. The first order is small, the reorder is the business, and the product is designed to be picked up on the way to the counter.
Museum stores, boutique retailers and a growing share of independent gift shops filter vendors on artisan-made and American-made before they look at anything else. Most brands stretch to claim it. TOPS has been handmade by artisans in Oregon since 1983, and the buyer gets a story their shelf can retell: the Malibu gallery years, Neiman Marcus and Henri Bendel, a Surprize Ball unwrapped on two generations of birthdays.
A Faire storefront and a direct wholesale site already exist. Nothing in this document waits on infrastructure to be built on your side. Outbound's whole job here is traffic: putting the right buyers in front of doors you have already built, and letting each campaign point at whichever door converts better for that buyer.
Gift retail writes holiday purchase orders from late summer into October. Venues plan New Year's Eve in the fall. Corporate gifting budgets move in September. Wedding planners buy for send-offs all year. Why-now is built into the vertical, which is the hardest thing for most cold campaigns to manufacture and the easiest thing about this one.
A retail shelf sells one Surprize Ball at a time. A wedding planner buys sparklers by the case for every event she runs, and a hotel's New Year's order repeats annually without being resold. Event and venue accounts are the volume buyers hiding behind the retail story, and they are almost never worked by brands like yours.
The current wholesale motion is whoever happens to browse Faire or find the site. Nobody is systematically putting TOPS in front of the thousands of independent gift retailers, museum stores and children's boutiques whose shelves it belongs on. Discovery is the entire bottleneck, and discovery is a campaign-count problem, not a brand problem.
Independent retail owners read email before the store opens and on Sunday nights. Brevity and timing decide everything, which is the exact finding from our restaurant-operator work in section 08. Long pitches and pretty decks die here. Three short touches, one plain question, sent when the buyer actually reads.
Faire brings real orders, and it stays in the mix. But the marketplace sits between you and every buyer on it, takes its commission, and can put a competitor one scroll away. A direct account is worth more per order and belongs to you. Campaigns will test both doors and follow the numbers.
The same seasonality that writes big fourth-quarter orders goes quiet in January. The fix is in the buyer mix: wedding send-offs run spring through fall, corporate gifting moves in September, and New Year's programming renews annually. A bench of event and venue accounts smooths the retail season instead of amplifying it.
Every reply this engine produces lands with a team that is also winding crepe ribbon and packing orders. So the machine runs at full volume, we do the finding, the writing and the sending, and what reaches you is a buyer who has already said they want to talk.
First, straight volume. The wider universe of independent gift retailers, offered the line plainly: handmade in Oregon since 1983, priced for the front counter, ready before the holidays. Sometimes the winning campaign is simply the right offer said clearly to everyone in the segment, and it runs at full volume from day one.
Second, the signals. Stockist pages of adjacent premium party and stationery brands, new store openings, venues with New Year's programming on their own websites, planners publishing sparkler send-offs. Public, dated, and specific. Each campaign pulls its data fresh when we build that campaign.
The two race each other. Four new campaigns every two weeks, eight a month, each one a permutation of buyer, segment and angle. Every cycle is built from what the last one showed, until the messages that scale are obvious.
And LinkedIn points where buyers actually live there. Corporate gifting leads, museum store buyers and event planners are professionally present on LinkedIn in a way shop owners are not. The seats do outreach, human-paced and in a real voice, aimed at that half of the buyer table.
Two managed seats, human-paced and proxied, pointed at corporate gifting, museum buyers and planners. Nothing needs to warm, so this channel produces conversations while the email infrastructure is still building.
Stockist pages, new-store openings, venue event pages, planner portfolios. Pulled fresh for each campaign, resolved to the named owner or buyer, never to a storefront's info@ inbox.
Signal campaigns and generic straight-offer campaigns run in parallel against the same goal, and neither gets protected. Whichever books wholesale conversations gets doubled in the next cycle.
Eight campaigns a month, each a permutation of buyer, season and angle. By month three you own a ranked answer to which buyer converts best, and that answer outlives any contract.
Every line here is a starting position, not a decision. The kickoff session exists so you can move these before anything is built.
This table is the heart of the engagement, not the whole of it. The signal plays run next to straight-volume campaigns against the wider retailer universe, and the two race each other. Nothing about TOPS needs repositioning. The line needs to be put in front of the right buyers while their orders are being written, and that is a campaign-count problem. The plays themselves are opening thinking: some ship as written, some change at kickoff, and some never go to market.
It is also the honest frame for the tier question in section 09. Eight campaigns a month works the retail window properly through Q4. Sixteen runs the event, venue and corporate tracks in parallel with it rather than after it. Either way, by month three you own a ranked answer to which buyer converts best, and that answer outlives this contract.
The wider universe of independent gift retailers, museum stores and boutiques, offered the line plainly. No trigger required, no waiting for a signal: the season is the signal, because every one of these buyers is writing holiday orders between now and October.
Every sequence is three touches with one consistent ask: a fresh first email, a short threaded follow-up, then a fresh third angle, and then it stops. No breakup emails, no fake urgency, no "just bumping this." Sending runs on separate domains built for the campaign, never on topsmalibu.com, so the brand's own inbox and reputation stay untouched.
Stockist pages, the where-to-buy lists premium party and stationery brands publish, naming the exact retailers who already stock lines like yours. New store openings, the now-open press and retail filings that mark an assortment still forming. Venue event pages, the New Year's programming venues publish on their own sites, every year. And planner portfolios, the sparkler send-offs already in their galleries and reels.
How the data actually works, said plainly. A campaign pulls its records at the moment we build it, resolved to a named owner or buyer with a verified contact. The campaign runs, we score it, and the plays that earn it get promoted to a standing pull so they keep feeding themselves. Everything is deduplicated and suppressed across plays, so no buyer hears from TOPS three different ways in the same fortnight.
The signal is how we find a buyer and when we write, never what we lead with. An email that opens by reciting someone's own stockist page back at them earns exactly the reaction you would have to it. The copy talks about what the buyer is living that month: the register zone that needs restocking, the assortment still forming, the send-off photos already in the portfolio.
And a 40-year handmade brand does not get to sound like a dropship catalog. Every line is written to be read aloud, variables earn their place or they come out, and anything that smells automated dies in review. You approve the voice before the first send, and the sequences in section 05 are written so you can hold them to that standard right now.
The straight-volume play and the one we would ship first, because its window is open right now. Independent gift shop owners are choosing their holiday assortments this month and next, and the register zone is the most contested two feet in the store. The copy asks one plain question about that shelf and offers the line sheet, and nothing else.
A new shop chooses most of its vendors in one concentrated stretch, and the brands that arrive during it set the store's taste for years. Now-open press, new retail filings and fresh storefront listings put a date on exactly that stretch. The copy never mentions how we found them. It talks about the one thing every new shopkeeper is doing that month: filling an assortment with things no other store on the street carries.
Wedding planners and venues already run sparkler exits, and the proof is public: the send-off photos in their own galleries and reels. Today those sparklers come from commodity suppliers, chosen on price because nobody ever offered them anything better. A planner is the best kind of account: she buys for every event she books, and her vendors get recommended to other planners at every wedding.
Any venue that ran a ticketed New Year's Eve event last year will run one this year, and their own website says so. The programming gets planned in the fall, the favors get ordered with it, and the order renews every December once a supplier is in. Wish capsules, sparklers and Surprize Balls turn a champagne toast into the part of the night people photograph, which is exactly what a venue charging for midnight is selling.
Corporate holiday gifting gets decided in September by people who are very reachable on LinkedIn: HR and people-ops leads, executive assistants, and the gifting agencies that buy on behalf of everyone else. Their brief is nearly word-for-word what TOPS is: memorable, under budget per head, and a story the company is proud to put its name next to. This runs on the managed seats, human-paced, in a real voice, and it reads like a person because the sender is one.
Plus the person who runs them. Which, in a company where the founder also designs the product and the team also makes it, is the hire you were never going to make.
Every tool above sits on our licenses and is run by our team. At the Engine tier you pay $4,500 a month and the stack behind it lists at more than that on its own, before anybody's time.
The working session: retail categories confirmed, the five buyers ranked, the two wholesale doors mapped to campaigns. Your existing accounts loaded as suppression. Both LinkedIn seats connected and the first corporate-gifting outreach goes out. Cold domains ordered and warming starts in parallel.
Stockist, new-opening, venue and planner pulls built and resolved to named owners and buyers with verified contacts. The holiday line sheet and the corporate lineup get assembled from your existing materials. First target lists back to you for review before anything sends.
All sequences written against the top two buyers and scored line by line, in a voice you have approved. Low-volume soft launch on the new domains to prove deliverability before anything scales.
Cold plays running at full volume, replies routing to you same day. First two-week cycle scored and the next four campaigns built from what it showed. A September start means the retail play is live while holiday orders are still being written.
Owner-operators who do not answer generic email, in a category that closes on relationship, with a buyer who was never sitting in front of a screen when the email arrived. An independent shop owner behaves the same way.
Signal data identified operators at the right moment, with sends timed to the hours those buyers were actually reachable. The finding that transfers directly to TOPS: for owner-operators, when a message arrives moves reply rates more than what the subject line says. Every send window in your build inherits that.
Needed direct contact with decision-makers across thousands of US school districts, a universe that exists only inside public records, with the actual humans buried behind institutional names.
Mapped every administrator in every US public school district from public data, resolved them to verified direct contacts, and ran parallel campaigns off that dataset. That is the identical build to turning stockist pages, opening announcements and venue event pages into the named buyer behind each storefront. It is the single most transferable thing in this list.
A saturated mid-market category, a sales team stretched thin, and a need for targeting that cut through noise rather than more volume.
Intent-based outbound triggered on firms hiring specific roles and engaging with specific content, multi-touch across email and LinkedIn. The venue-event-page and send-off-portfolio triggers in your plays three and four are that exact mechanic pointed at celebration programming instead.
Real credibility in the space but no systematic outbound, and no clarity on which of many possible angles would produce pipeline. That is your question too: the retail shelf, the send-off, or midnight at the venue first?
40+ campaign types A/B tested weekly, doubling down only on what converted. This is the direct answer to the thing you cannot decide from a standing start: which of the five buyers should TOPS lead with? You do not have to pick in advance. Campaign velocity is how you find out with data instead of an opinion.
Four campaigns every two weeks, eight a month. The retail order window worked properly through Q4, with the strongest event tracks alongside.
Eight campaigns every two weeks, sixteen a month. All five buyers run in parallel rather than sequenced.
| Onboarding & infrastructure setup | One-off | $1,000 |
| Total recurring |
Client: (fills from your signature) · Contact: (fills from your signature) · E-mail: (fills from your signature)
Selected Package: · Add-ons: none · Service Fees: , payable in advance per Section 7 · Billing Option: · Amount Due at Acceptance:
Onboarding Fee: , one time · Initial Service Term: months from kickoff, followed by month-to-month. Address and phone are captured on the onboarding form.
Services: Charm is a Go-To-Market Business Process Outsourcer (GTM BPO) providing TOPS Malibu sales expertise and lead generation services per the selected package: lead acquisition against ICP criteria agreed at kickoff, systems and infrastructure setup, and campaign development with ongoing strategic support.
This Master Services Agreement ("Agreement") is entered into as of the acceptance date recorded on this page (the "Effective Date"), by and between Charm, registered as Didin Customer Service, LLC ("Charm"), located at 1220 E. Henry St, Tempe, Arizona 85281, and the client identified on the Order Form above ("Client").
Charm provides an AI-powered lead generation system with outbound efforts via email and LinkedIn campaigns promoting Client's goods and services for the purpose of generating and nurturing leads for Client (each, a "Campaign"). "Lead" means a potential customer contacted through LinkedIn or email for the purpose of Client offering its goods or services. Charm performs the services in a timely and workmanlike manner. Scope changes require written agreement before work begins, and Charm may charge reasonable costs associated with such changes.
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Before launch, Charm sends test materials for review. Client has a 24-hour window to object; silence is approval. Client may review each email before every new send, with the same 24-hour window.
The engagement runs an initial term stated on the Order Form (the "Initial Term"), then month-to-month. Fees for the Initial Term are committed at acceptance; neither Party may terminate for convenience during it. Either Party may terminate for material breach uncured within fifteen days of written notice. After the Initial Term, either Party may terminate on thirty days written notice. On termination, Client pays fees accrued through the effective date; if Client terminates for Charm's uncured material breach, prepaid fees for whole unstarted months are refunded.
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Ten minutes. Brand voice, ICP, suppression, access.
2 · Book your kickoff →The onboarding discovery session.
Arrives with your kickoff confirmation.
If the engagement has not returned its cost by the end of month three, we run month four entirely at our cost, full effort, nothing held back, and we will connect you with people we have run that month for so you can hear how it went. And at month three you choose: keep going, or take the campaign matrix, the copy and the target pulls and run them yourself. They are yours either way.
Claim your guarantee →The working session where we size the retailer universe live, rank the five buyers, map campaigns to the Faire and direct doors, and load your existing accounts as suppression. It ends with a target list on screen, not with a follow-up email.
The corporate-gifting track goes live on LinkedIn in the first few days while domains warm in parallel. The stockist, opening, venue and planner pulls get built, and you review every target list before a single message sends.
Cold plays live around week four at full volume, exactly when holiday purchase orders are being written. Every two weeks a fresh cycle of four campaigns ships, built from what the last cycle showed. At month three, you choose what happens next.
Pick a kickoff date. Week one is the parameter session, the ranked buyers, the loaded suppression list, and the corporate-gifting track already talking to the people whose budgets move in September. None of that waits on infrastructure to warm.
Pick your kickoff date →