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YOUR DISPLAY SELLS YOUR PRODUCT!

© Barbara Massie

You must have quality products to profit in this competitive business of crafts. The products will sell only if customers stop, look, then buy. Let the design of your display create a first impression that makes them want to shop in your booth.

The customers view your craft booth at shows and in malls as a whole, usually not focusing on just one item. At a craft show, you wait on customers and your friendliness can help make sales. in a craft mall, you are not physically there to sell, it is a silent presentation; a visual presentation that must sell for you. The display of your items must attract the customer's attention. Impact Displays has many types of displays to give you ideas.

Layout and ambiance are key factors in attracting customers. Before setting up a booth, design and sketch it on paper. This will help you know what fixtures you need before you begin. It is certainly easier to arrange a display on paper than when you get into your booth and know that what you were thinking is definitely not going to work! The maximum use of space may take some experimenting before you arrive at a "solution."

Design with frames and panels. Flourish Company can help with these. Crafters in booths have a need to use every available bit of space. Even the floor can be important. Designers tell you anything below the navel will not sell. I'm making my own merchandising rules-create an attitude in your booth with vertical lines to draw the customer's eyes up high and down low. Force the customer to look at more than just from the waist up. Display World has plastic in "... everything from a simple sign-holder to a complex merchandising system."

Attract attention with contrasts in your display. Put vibrant colors on drab backgrounds. Contrast with different mediums: elegant fabrics arranged on rough wood, sparkling jewelry on bricks. Be different if you like; it is not to shock, but to play textures and moods against each other for effect. Grab the customer's eye before your competition does.

Have variety; create points of interest. A point of interest can be created with a small spotlight. Focus the spot on one unique item to highlight and draw attention to it. Click on one of Display It! categories to get unique ideas for lighting and all display needs.

Floor fixtures can be very important and are of various kinds-a show case, platforms, garment racks. Mobile by definition, meaning that you can move them around when and where you need them. The ideal fixture should be invisible. The less the customer sees of the fixtures, the more they see of the products.