This is a guest post from Amy Meadows of Windows Matter
It’s said that doctors make the worst patients. This might help explain why, as a visual merchandiser, I’m a pretty tough customer! I regularly attend One of a Kind, Renegade and other similar markets searching not only for must-have items but must-do displays. If the booth is cluttered, I’ll keep walking. If the booth lacks focus or signage, I’ll keep walking. But demonstrate creative solutions with color, presentation AND product? Congrats! I’m your new best customer!
How will you get me to stop—and shop? How will you convert me from a browser—to a buyer?
Step 1: Strategic Signage
Don’t you hate it when you stand in lines at a check-in table, reach the front and then you discover that you’re in the queue for H-K but your last name starts with an M? Frustrating! Don’t rely too heavily on the front of a tablecloth (or a tabletop) as your primary vehicle. With folks standing in the aisle, your message just went “mute”.
Step 2: Strategic Layout
In essence, your booth is your shop. Your store. Can I move easily in the space? What do I see from the aisle? Have you hidden all your “stuff”? Nothing kills the magic more than seeing a change of shoes and storage tubs.
Step 3: Strategic Merchandising
Sell, sell, sell. Show, show, show. Use your fixtures effectively and efficiently but not at the expense of over-merchandising or bombarding the customer with quantity. Create logical, appealing groups of product—by color, by season, by material or by price. Edit carefully and your customer will love you. Give them a headache and, well. . .not so much!
What’s your brand? Are you cutting edge contemporary or do you skew to shabby chic? Make sure your booth reflects your aesthetic–and, by your booth, I mean your tablecloth, your signage, your lighting and your props. Find a retailer or online site whose overall look aligns closely with yours and study it. What inspiration–fixturing–signage methods– can you borrow? Pinterest is also a great resource for image-shopping (both good and bad!)
2. The “squint” test
Yep, it’s a pretty sophisticated-sounding strategy. But here’s the deal–can you see the forest for the trees? If you step back from your booth and squint (literally), what do you see? Balance and order? Or a dizzying array of stuff? You’ll also be able to spot opportunities to re-focus lights and adjust merchandise heights.
Important! If you are doing a craft fair or art show this season, you’ll want to join the next FREE Webinar (this Friday, May 3rd, at 2 pm EST) – all about cheap and cheerful displays for your booth, best layouts, and getting people IN the booth!
Reserve your Webinar seat now at:
About the author, Amy Meadows
First impressions last! What does your storefront—or booth—say about your business? What level of expertise and customer service do your displays convey? Amy is an industry leader in Visual merchandising and is known for creating clever (and cost-effective) installations in Chicago and around the globe. Follow her on Facebook, Twitter (@windowsmatter) and enjoy Visual Merchandising-focused boards at pinterest.com/windowsmatter.