business cards will remind customers of who you are and encourage them to visit your shop. You don’t need a lot of packaging at the market; less is probably better, giving your products a more authentic feel. Some vendors set up the tables in their booths in a U- shape, allowing customers to walk in and browse, while others create a reverse U, with merchandise set up around the perimeter of their booth. Castillow opts for the latter, so customers can see all the merchandise as they walk by. As in your store, you don’t want bright colors to overwhelm your merchandise, but you do want your set-up to stand out. This means you need a contrasting background. Castillow chooses a black background for her colorful jewelry. If your store’s primary color doesn’t offer contrast, use it as a base by choosing long tablecloths in that color, then place shorter backdrop cloths over them. Don’t change your look too often—once a year is
plenty, says Castillow. Maintaining a consistent look, with occasional, subtle changes to keep it fresh, builds brand recognition. Using the space wisely without making it look either
cluttered or sparse is key. Castillow suspends large metal and glass dragonfly decorations from the ceiling at the edge of her display, so they dangle and catch the sun (and customers’ attention). Modeling merchandise by wearing it is also an excellent way of drawing attention to it, she says. Remember that things blow around when you’re selling outdoors. Tape down any labels, and bring paperweights or pretty rocks to weigh down your brochures. Your sign must be sturdy and tied down at each corner. Similar principles work for home party set-ups. An ideal
home for a party is easy to get to, offers plenty of space for guests to sit and chat together, and has plenty of table or counter space to display your merchandise. Displays at home parties tend to be simple. At her
parties, Goodine usually sets up in the dining room. The table provides a place to display merchandise, as well as a spot to chat. It’s important to be adaptable in someone else’s home, and not add clutter. “Less is more,” Goodine says. She typically uses the host’s tablecloth as a backdrop, but will set down a neutral one if necessary. If the host has a chandelier, Goodine often hangs necklaces or scarves from it to create an eye-catching centerpiece. She doesn’t bring a lot of display structures, but she does bring mannequins, and small easels for displaying jewelry. She also drapes scarves over chairs. The informal display makes it easy to touch and pick up the products, a definite benefit, says Goodine.
Take These Ideas For a Spin! What ovevr venues can work to bring your gift
store on the road? Have you tried a booth at: n
A local mall
n An annual craft fair n A school silent auction
n A Chamber of Commerce event n
Weekend high-traffic areas: libraries, post offices etc.
Inventory issues You’ll bring far more inventory to a farmers’ market than to a home party, as you might meet hundreds of customers at a market. Not every market will offer your business the same sales, of course, but you want to be prepared. Determining your bread-and-butter items is key. Make
an educated guess about what customers will purchase most, based on store sales and the market demographics. Big items don’t sell as well, says Castillow. She sells many
GiftShopMag.com Winter 2012 n GIFT SHOP 113
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164