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BUILDING A BETTER BOOTH
Why is merchandising important? Simply put, effective merchandising “encourages the sale.” Translate good merchandising techniques into your booth design, whether for a wholesale or a retail tradeshow, and watch your sales numbers increase dramatically. Consider the following guidelines for designing a great booth.
Color
If used smartly, color can be the element that binds your brand and your work together into one cohesive unit. Use color to pull all of the visual components (your work, your signage, your flooring) of your booth together. Your booth is not a work of art–what you are selling in your booth is–so choose color(s) that look great, but do not overpower. When in doubt think: would Martha approve of your color palette?
Use of Space
When exhibiting at a tradeshow you are most likely working with either a 10x10’, 10x15’ or 10x20’ booth space. In small spaces especially, smart use of space is crucial to effective visual merchandising.
Use corners effectively
Create focal points in the corners of your booth to generate balance and flow. Use structural columns to your advantage, for example: wrap them with interesting materials or turn them into fixtures by adding shelves, bins or baskets.
Create multiple levels
The more levels you incorporate into your display the better; diverse heights pull people in and are visually engaging. Try to maximize vertical capacity when displaying your work.
Large Format Photography
Ideal for jewelers, but other mediums can consider using large format photography as well. Think lifestyle focus–not just product focus. Utilize photographs of people from your target markets modeling your work. For example, if you work in fiber, use photographs of a young teenager and an older grandmother hanging out together while both are modeling your wares.
Lighting
Good lighting is lighting that is almost unnoticed. Your lighting should strike a perfect balance–not too bright and not too dim. As you design your lighting ask yourself the following questions:
- Does each focal point have a clear point of light directing my eye to them?
- Is my signage well lighted or am I relying on the size of the font and overall sign to be readable from a distance?
- Is my booth well lighted in comparison to my neighbors?
- Do I have any ‘dead spots’?
- Are lamps hanging so low that a tall visitor will bump his head?
- Is my lighting set-up as prominent as my work?
- Does the color of the lamps or the way I have wrapped my cords cause added distraction?
Floor Covering
At a tradeshow buyers are walking all day, usually on a concrete floor covered by thin carpet. Install the flooring in your booth with buyers’ comfort in mind. Use soft, cushiony, comfortable floor covering. Buyers will immediately be more physically relaxed, and will stay in your booth longer–most likely without consciously realizing it.
Design for High Touch
People are tactile by nature–we want to touch before we buy. Design your booth in a way that encourages buyers to touch and feel your work.
Prepare!
Preparing in advance is key. Take a photograph of what your booth should look like prior to the show and use the photo as a guide during set up. Remember to pack extra bulbs, lamps, and know where the nearest hardware store that would have replacement parts for your lighting set-up is located.
YOU (Yes, You!)
You are the most important element to your booth display. Your attitude, your posture, and what you wear all affect your sales. Your booth display could be fantastic, but you won’t sell anything if you are sitting down all day, not smiling, nor making eye contact with prospective buyers. Remember: you are your biggest asset. Always sell yourself!
2007 NICHE AWARDS
Apply for the 2007 NICHE Awards today for the opportunity to put your work in front of a national audience. Applications for the 2007 NICHE Awards are available online at www.AmericanCraft.com. The NICHE Awards, sponsored by NICHE magazine, celebrate excellence and innovation in American and Canadian craft. Categories include Ceramics, Fiber, Glass, Metal, Wood, Jewelry, Lighting, Clocks, Clothing, Decorative Fiber, Garden Art, Goblets, Judaica, Mixed Media, Narrative, Recycled, and Teapots. Judging is based on three main criteria: technical excellence, both in surface design and form; market viability; and a distinct quality of unique, original and creative thought.
Professional Deadline: September 5, 2006
Student Deadline: September 29, 2006
ARTIST OPPORTUNITIES:
Clasp-A Convergence of Jewelers
September 15-17, 2006
Nashville, Tennessee
Rio Grande, in collaboration with Bench Media, Ganoksin (parent to the Orchid Forums), Manufacturing Jewelers and Suppliers of America (MJSA) and The Society of North American Goldsmiths (SNAG), proudly presents the conference Clasp-A Convergence of Jewelers. Join bench jewelers, designers and designing jewelers, manufacturers, metalsmiths and metal artists at Clasp September 15-17, 2006 in Nashville, Tennessee, for this unique conference that explores all aspects of jewelry-making art. All Buyers Market exhibitors receive a $100 off the cost of registration when they use code BMAC100818. Discount expires on August 18, 2006. For more information visit: www.claspconvergence.com, or call 800-396-9896 x13247.
Artist-in-Residence
Arrowmont School of Arts & Crafts
Gatlinburg, Tennessee
Arrowmont School of Arts & Crafts, a nationally renowned center of contemporary arts and crafts education in Gatlinburg, Tennessee, is accepting applications for five 11-month residencies in all media for pre-professional, self-directed artists. Private studio, housing, monthly stipend, meals provided during workshops. Paid teaching opportunities. Professional development and exhibition opportunities. One spot reserved for the Robyn and John Horn Woodturning Endowment.
The full application with more information is available at http://www.arrowmont.org/air-app.pdf. Deadline is February 15, 2007.
Sales Gallery Director Position
Contemporary Crafts Museum & Gallery
Portland, OR
The sales gallery is a consignment venue that features quality craft from over 150 regional and national artists. This full-time, salaried position ($34,000 - $40,000) oversees the daily and long-term operation of the retail sales gallery. It is the role of the Sales Gallery Director to maintain the inventory, oversee sales and customer service, and develop attractive and compelling retail display and incentives. In addition, this position is one of the key staff members responsible for the visioning and implementation of plans to develop the Museum’s new space in the Pearl District planned to open in July 2007. Deadline to apply is August 11, 2006.
Send cover letter, resume and list of 3 references, either by post or email to:
Sales Director Search
Contemporary Crafts Museum & Gallery
3934 SW Corbett Ave.
Portland, OR 97239
dcohen@contemporarycrafts.org.
PR OPPORTUNITIES:
If you are interested in the following PR opportunities, please contact Daniel Waldman at danielw@rosengrp.com, with subject line: Market Insider / PR Opportunities.
Holiday Gift Guide - Reader's Digest (US)
I am the shopping director at Manhattan Living Magazine, but additionally have taken on the assignment of putting together the Reader's Digest Holiday Gift Guide. I am looking for fun, lively, unusual merchandise to include for men, women, teens, and also, gender-neutral items/hostess gifts. They should be under $50 (although a few can be over $50, especially in the high-tech arena). Nothing for kids, very little food, no alcohol (bar accessories maybe) -- and nothing that has appeared heavily in print already. Please do not send long pitch letters, press releases, or jpegs -- no downloads. It's best to send a short e-mail or call.
Deadline: 5:00 PM US/Eastern AUG. 18.
Toys- Plain Dealer (US/OH)
I'd like to request press kits, high-res images on CD (no high-res to my e-mail address) and review samples of toys (games, dolls, construction sets, crafts, action figures, ride-ons and educational toys, but no video games, please) suitable for infants to 18-year-olds. The information will be used for several toy reviews and roundups in The Plain Dealer and Sun Newspapers in Cleveland, Ohio. Toys will be donated to The Salvation Army, The Emergency Assistance Center (Summit County, Ohio) and the elementary schools which help with some of the reviews. I send clips. Toys received after the deadline may be included in future stories, but inclusion in holiday stories cannot be guaranteed. No phone calls, please.
Deadline: 04:00 PM US/Eastern SEPT. 29.
Quote of the Month:
I don't like to say I have given my life to art.
I prefer to say art has given me my life.
-FRANK STELLA (Contemporary American Painter, b. 1936)
Market Insider
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