In Part Two I mentioned signage and branding, but your display can take this much further to attract customers and make them want to hang around. Here’s some food for thought to get your creative juices going. See if any of these work for you. (Did you miss Part 1? It’s here.)
Display
- Build multi-level rises, cover with a cloth. If you store shirts in shallow plastic containers, those can work. It will add interest and makes it easier to distinguish items better among a sea of shirts.
- Or, get lightweight folding or take-apart shelves that can sit on your table. Closet organizers or shoe racks can work too.
- Color — some venues provide clothed tables but you can still add color and personality, even branding, with your own tablecloths.
- If the venue does not supply table cloths — be sure yours is long enough to hide the junk you’ll be storing underneath.
- Eye candy — prop-up or mount product photos, magazine shots, modeled products. If you have been featured in an article somewhere, laminate it and pin or prop it up. “As seen in” gives you great credibility.
- Selling magnets? Get or make a standing metal display for magnets. They’ll be easier to see and take up less room than on a table. Selling ornaments? Hang them creatively — a branch, an accessory tree, a velvet jewelry display, a metallic plate charger.
- An easel can accommodate a mounted poster with your logo or product shots. This is good when you can’t tack something on a wall behind you, but can be easy to knock into in a small space.
- Some people hang a vinyl banner with their company name and logo on the front of the table if they are in an indoor venue where they cannot use wall space behind them.
- If you sell apparel, hang a few garments if room allows. Some people use hangers, wire grids, mannequins or garment racks.
- You are part of your display. On occasion I’ve made logo buttons for myself and for whomever is helping me, to identify us as the proprietors of the display and for branding. Dress to your audience while keeping comfort in mind. That can mean your own shirts or not. Upscale venue? Don’t look too shleppy; look prosperous, like the kind of vendor your customers want to buy from. Outdoor farmer’s market? You can be more casual, but dress for how the weather might change throughout the day; layers are good. Place of worship? Wear something respectful. Wherever you are, put your customers at ease.
- A bowl of free candy seems to call out to people, as does a bin of free or clearance stuff. Freebies can also be conversation-openers, but without expecting something in return. Got something for kids? Check with the parents first.
- Allow space for marketing stuff – business cards, postcards, coupons and/or newsletter sign-up sheets. (Don’t have a newsletter yet? Eek! Check out MailChimp — I just love them, the are cutting edge, fun as hell and they offer free accounts.)
- Use your own energy. When you have a small space like a dedicated table in an indoor venue you have no choice but to sit or stand behind it. But if you have a larger space like tent, use the open space to encourage people to come in –– don’t use a table as a barrier between you and customers. Think of it like a brick and mortar shop. Stand as much as you can and in fact, be busy –– fold stuff and rearrange even if it doesn’t need it. Energy invites more energy.
By the way, there’s more good information below the photos!
Below:
At the Jewish Food Festival in Valenica, CA. My first try at using a bamboo+webbing display for the t-shirts. I like it much better as a display than clothesline and the bamboo suits my theme. My artisan scarves hang from an Indonesian carved wood hanger. An old suitcase, part of my old global travel motif, sets on a small shelf and holds apron gift sets. Alas, despite my own advice my tablecloth is a skosh too short.
For more booth inspiration check out the Flickr “Show me Your Booths” group.
More Tips …
You Don’t Say!
No, really, there are some things better left unsaid, re-phrased or said only at the right moment. Here are some:
- “May I help you?” Think about it. What is the first response that comes to mind? “No thanks, I’m just looking.” You now have a “no” between you and your potential customer and no way to ignite conversation. I try “Let me know if there is something I can help you with.” or “Are you shopping for someone in particular?” “Are you looking for a baby gift?” Assume the positive. If they don’t seem to want to talk, or want to discuss with a companion, back off with a friendly “I’ll be right here if you need me.” Basically, we want to start a conversation and be open and available without being intrusive. It’s one of the hardest things to learn and I’m still learning.
- “Thank you.” Well, yes and no. If your product has gotten a compliment, don’t just say “thank you” and leave it, you just lost a great opening to chat! Experts say to use the comment as a way to talk about the product, what makes it unique, who loves to buy it, what inspired you, etc.
- “I Haz a Website.” I’m not saying to withhold information, I’m just saying to choose your timing. Many vendors, in their eagerness to please customers, blurt out the fact they have a website even while customers are considering what’s right in front of them. Why give customers a reason to not buy NOW? It’s much like how you don’t want them to leave your website. You hope they will remember enough to come back to buy. Chances are they won’t. So when DO I say the word “website?” 1) When asked, of course, and obviously many do. 2) When someone sees it on the displayed business cards. 3) When they have purchased and I let them know there is a business card in the bag with my web address. 4) If they are interested and chatted with me a bit, but didn’t buy and are about to leave, I will give them card and invite them to visit the site.
And …
Don’t under estimate comfort and human need. Shows can be very wearying, even those that are not busy. Wear really comfortable shoes. Bring bottled water and non-messy, easy-to-scarf-down food. (Don’t assume you’ll have time to go buy any.) They sound like no-brainers but I can’t stress them enough.
See attached checklist. It includes things like staplers, duct tape, bags, hand sanitizer, and things you might not have thought of. Print it out, or edit and add your own must-haves.
Finally, enjoy yourself!
Each experience is an opportunity to learn. Get to know other vendors and network. Success is not only measured in sales. What you learn will make you even better the next time.
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