by Carolyn Edlund
Want to increase your show sales? Use these methods to draw shoppers in and convert them to customers.
Stunning booth setup at the American Craft Council show in Baltimore.
1. Present a cohesive collection
Organize work that goes together. Use a variety of price points to appeal to different sized wallets, and group items visually so that they can cross-sell each other. For example, show a necklace with earrings, show prints in a grouping, or even put together a holiday gift basket of your work.
2. Leave breathing space
An overcrowded display makes your work actually look cheaper, and can be confusing to the shopper. Allow each piece to shine by giving it a space of its own. If your selection is large, you might display part of each collection and then show more options and colors by pulling items from stock as you converse with customers.
3. Show function
Help your customer imagine owning your work; don’t leave it to their imagination. Put spoons in your handmade bowls, hang jewelry on your earring holders, or even have photos of your work displayed in a residential or office setting to give a good idea of impact. Selling items for the kitchen? Consider adding recipes, or display your work in a grouping that looks like it’s ready for the table.
4. Include a showpiece
Got an incredible, expensive piece of work to show off? Use that as your centerpiece, then group less expensive but related work around it. Customers who drool over your showpiece can still own a piece of your art by purchasing a smaller one. Don’t forget to have them sign up to receive emails on an ongoing basis so you can contact them again and sell more of your work, turning them into collectors!
5. Use proper lighting
Lighting is paramount to your exhibit booth; dark booths get overlooked, so don’t ever scrimp on this essential. Use LEDs on tracks that stay cool and cast flattering light. Pre-plan your lighting setup before the show to make sure you are directing the light correctly to highlight all the work in your booth.
6. Make your work touchable
When customers can touch and feel your work, sales increase. If possible, display your work to encourage shoppers to handle the merchandise they are viewing. Let them feel the texture and the weight of your handmade items. Place the item they are considering right into their hands, conveying ownership even before they buy.
How have you displayed your work for optimum sales? Can you add more tips to this list?
I like to make my display, funky & fun! I don’t use solid white table cloths alone for shows as so many do & to me so bland & sterile looking. I use the white cloth on top of the table to items pop out, followed by a colorful blue or yellow with small prints underneath the white one, having it long so it acts as a table skirt too.
I use a hand made table top dress form that I made myself, creates a interesting whimsy piece and people are drawn to it and conversation happens. I tie gold cloth ribbon in rows around the dress form and tie my wristlets from it. Dress form turns so it works perfect for this.
I also like to create season themed displays for my shows, summer beachy etc. Endless ideas are possible!
Forgot to mention that instead of putting price tags on all the items individually, to give it more a boutique feel I combine vintage images with description of item & price & frame it in nice frames, also use a framed banner as well. Images & frames I use go well with my brand image so it compliments it well.
In addition to the lighting and clean, uncluttered look, I like to show the collector who I am, my style.