On the Home Page of my website you will see these Quick Notes for sale. As is! They are from consulting, instructing and public speaking, for clients, including International Gift Shows. These are the topics my clients ask for. I developed them using my trademark Merchandising Methods. Usually with no more than 60 minutes to present, I chose four page handouts with sketches which people seem to love! They were never left on the seats and often asked for to take back to shops for employers or staff. Since I am now an Online Course Creator and am looking at all the content I have taught for many years, I have decided to turn them into FREE videos on YouTube and expanded On Line Courses for a FEE on the Thinkific Platform.
These Quick Notes are in the most summarised form possible and are available to download for instant readable basic notes, or steps for each topic. For the next more expanded version with some details noted from me, you can go to YouTube and search "today's displays" and check out my channel. Then when the courses are online and ready to go, if you Subscribe, or download any FREE offers with your contact email, I will be happy to let you know when each course is available. Happy Selling... and check out your Image today for Improvement.
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Here are the basic tips for having a great and successful Christmas Market pop-up display. 1. Know how much space you have, the size of your table, if that's what you are using, or how much space you are renting if you are bringing your own fixtures or tables. 2. Scout the facility, if you can ahead of time, or check online for previous markets to see how the space is set up with vendors in it. 3. Light is LIFE. Check out the lighting and find out if you can bring extra lighting for your products and any associated charges with that. (plan to take extensions cords and power bars) 4. Backdrops: A table cloth almost to the floor does several things. (1) it creates a visual backdrop for everything that's set on it. (2) It covers your storage bins and bags underneath out of sight. (3) It sets the mood for the theme of your pop-up and make sure it doesn't have a pattern that will compete with the features of your products. Solid is usually better. 5. Use Vertical Merchandising with risers, table top fixtures, and sign holders that are tall and hold up your merchandise or signs above the table. I even used a chair on a table once on which to drape some fabrics and show off a feature display, which was more visible from the distance. 6.Categorize your products into colors, patterns, and styles, or shapes and sizes. Color is the number one visual selling feature. 7. Group and Space: Leave space between different product groupings to avoid visual confusion. Separate patterns with solids if possible. Or place loose items in their own container, basket, or shallow bin with a sign attached. 8. Packaging and Gift Wrap. Make sure you have gift bags, ideally with your label on them, or customized. Have lots of tissue or packing material for safe transportation of delicate or breakable items. 9. Promote yourself. Have your business cards and brochures on hand to tuck into each bag or just offer passersby. If you do special order or custom work, have a sign, or brochures that detail that. 10. Find out who is shopping. This is done with a door prize. Ask for enough information to find out where people are coming from... so at least their city or town should be listed and the way in which they would like to be contacted when they win. DO NOT SIT stagnant behind your table. Sit on a stool or stand so you are at eye level with the shoppers. Make eye contact. Smile and engage in social chit chat or begin to point out some features of your products, or services. Or ask questions like, "Are you enjoying the show? Do you come to this every year? Even resorting to commenting on the weather is a feel good moment. Don't forget... some shoppers will browse the entire show before they begin to shop and often come back around. Most of all give yourself enough planning and rest ahead of time so you feel excited and ready for the event. Both setting up and taking down. Drink lots of fluids and bring healthy non-sticky finger foods snacks to keep your energy up. Even during the recent crisis and lock downs, I've been working. One of my clients that I did display and merchandising for, including traning her staff, has just gone out of business after trying to stay afloat the last three years. It wasn't due to her display or merchandising. It was due to shoppers coming in recently and making the comment, "I'm glad you're still here." but not making a purchase! She realized she had become entertainment for shoppers happy to get out and about, without masks, or so much social distancing, but also less motivated to spend money in such uncertain times. Main Purpose of Merchandising and Display: All my educational materials and semiars begin with the words: "Goods to be sold, must first be seen." Whether you are shopping online or in a bricks and mortar store, you want to SEE what's available if you are searching for something specific, or not. The benefit of a real store is that the other senses kick in with taste (food samples) smell, and touch, not just sight and sound. For my client her windows were the first impression of traffic, vehicle or pedistrian. Therefore, it was important to have them attractive, change them often, even a little weekly for regulars, and use good lighting for extra impact and focus of details. Merchandising and display is also to enhance the shopping experience. Categorizing and arranging items helps the shopper in a hurry to make a bee line for what they are looking for. Category (department) is first and then brand POP or color, and then size, and other features that justify the price: high or low. A complaint on a website recently showed the purchase of a designer dress online that turned out to be for a doll! Just like in the picture, but a very wrong size! Unless the important deatils and descriptions aren't in the online ad, researching is necessary and trying it on in a real store is the best. Windows and Websites: If you have a store front, or a face from a tent in a market, that is considered a 'window' and your window online if your website, or social media page. Here too it's all about what is seen. I have a saying about store windows: 100% go by! Of that number what percent are you attracting, at least slowing down to take a closer look? Pay attention when you shop to what slows you down or stops you to take a closer look, or walk in and check out more. Four Motivaters from Merchandising: To reach the maximum number of shoppers in your target your displays should do one or more of these four things:
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Linda McKendryVMP Display Consultant for 25 years. Consulting, Instructing, Public Speaking and Writing. Archives
March 2024
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