by Lisa McGrimmon
The purpose of your art show display is to draw targeted customers into your booth and then encourage them to buy. Every decision you make about displaying your art should take this consideration into account.
Your booth is your most important tool for communicating with customers, and you have a very brief moment to convey your message and compel people to walk into your booth instead of moving on.
To design an effective display, you need to focus on conveying a single, focused message to your customer. Avoid trying to be all things to all people.
1. Determine the single most important thing your customer needs to know or see to be compelled to come into your craft tent.
Notice this step is customer focused. You're not trying to determine the most important thing you want to say to your customer. You're trying to determine the most important thing your customer needs to hear. It's a subtle difference, but it is important.
For example, imagine you specialize in handmade soaps and bath products that are formulated specifically to be gentle on sensitive skin. You may be most proud of your newest formula that you've been perfecting for months. It lathers up beautifully and smells absolutely heavenly. Your target customer, however, may need to look at your display and, at a glance, know that your soaps would be great for her child who has sensitive skin.
Once the customer enters your booth, you'll have a chance to show her the newest soap that you are so proud of. But, you need to get her into the booth first, and you'll do that by communicating the most important you do to meet her needs.
2. Less is more at this stage of marketing your products.
You can probably think of a lot of reasons why your items are wonderful, and you may be tempted to try to communicate all of those messages to your potential customers. However, when people are walking past your booth and deciding whether to enter or move on, they will respond best to one single, striking message.
To prove this concept to yourself, the next time you're out and about, notice the signs you read and the signs you don't read.
In a room with twenty signs tacked up all over the walls, none of the signs get read. They are all simply filtered out and not deemed important. On the other hand, if you're in a room with a single, clear sign with a brief message, you will read that sign. The single, clear message grabs your attention.
Decide upon the most important thing you want to communicate, because if you try to say too much, you will end up communicating nothing at all.
3. Determine the underlying motivation customers have for buying your products.
Will your items:
Whatever underlying motivation customers have to purchase your items, communicate that single message clearly.
Once you have decided what single, compelling message you want to convey to customers, you need to determine how to communicate that message.
You can use many strategies to tell customers what your work is all about before they enter your booth.
You may use written signs.
If you do, keep the language brief and to the point. Don't try to say everything. Just communicate the most important concept.
A large photo of your items can convey your message.
This strategy is particularly helpful if the items you make are small and difficult to see from a distance.
Highlight your most eye-catching item.
If you make larger items, you may put one of your most impressive pieces, or a related grouping of a few of your most striking pieces, in a central, easy to see location.
Tell a story with color.
Clever use of color can be a powerful and inexpensive way to convey a specific message to your customer.
Show your customers some love, or encourage them to splurge a little with these printable signs for your craft booth.