Question 6 of our 40 Question series will round off the subject of booth design, yet don't be surprised if future questions bring up some additional ideas on the topic. This is my favorite question because it opens the door for creativity, its one of the most talked about topics among craft artists, and there are no bad answers.
Question 6: How can I attract customers into my booth?
The best answer is to make sure you incorporate the five senses into your booth. To romance the customer these days you just can't rely on the sense of sight any more because art fair patrons are bombarded by so much visual noise the mind can't handle it. To maximize your chances of getting lots of customers into your booth, you'' need to pick at least two of the five senses that you think would do work well with what you make and start using them in your booth.
Sense of Sight.Ok, this might seem easy as art work is visual to begin with, right? Well, what if your work is small - like jewelry? How can a person, hugging the middle of the aisle, see what earrings you have from a distance? The answer is large format photography. Large format photography, as well as banners, have an amazing visual draw for customers because it has a billboard effect. All it takes is a single glance at a large photograph of someones art to make them want to take a closer look – and there lies the hook. Banners something as simple as ones you can create yourself either through an office supply store's print center or via Vistaprint.com can not only include a logo or photo of your work, but adding your business name or website address kicks it up a couple more notches. Don't be afraid to demonstrate! Seeing someone work with clay, create a beaded necklace, or paint a picture will live draw crowds too. Not only that, it helps pass the time when a show is slow. As a matter of fact, there are some shows that encourage exhibitors to demonstrate offering them prime booth space to show off their talents as promoters eat this up too adding authenticity to their show. However, large print photography can do this too if you cannot physically demonstrate.
Sense of Smell. The sense of smell, next to the sense of sight, is probably the most powerful of them all. Aromas can set people in a good mood as well as cause discomfort. Aromatherapy is the hottest thing in the market and can be achieved in any kind of booth. Although most people think of candles when they think of smells, but there are other things available like Febreeze air freshener sprays, reed diffusers, oils, even fabric sheets (storing 1-2 sheets with your table coverings for example) all work well. Neutral scents such as vanilla, clean laundry, lavender, some foodie scents, and even ocean type fragrances are ideal as they are very soft and promotes a relaxed positive buying atmosphere. For those looking to create an energetic vibe, citrus scents like lemon and bergamot mixed with herbal fragrances such as cilantro or basil will perk up customers as well as yourself if you find you are having a long day at a show. Although you can find many items at local stores, my craft business, By the Bay Botanicals, specializes in aromatherapy products and you can visit my website, www.bythebaybotanicals.com , to learn more about what I create and sell. Sorry for the shameless plug.
Sense of Hearing. All kinds of noise is around us at shows and good sounds can work to your advantage. One of the most common ways to attract people is through music. With iPods and portable CD boom boxes prevalent in today's society, anyone can incorporate music with their display. I highly recommend playing instrumental music (acoustic guitar, classical music, and dulcimer/celtic music are good examples) played at a soft decibel level works best. I cannot tell you how many compliments I have received during the holidays where I bring my mp3 player with a large selection of Christmas music and play it at shows as many promoters either forget or play one cd over and over again making many people agitated. The best sound of all though, to get people to enter a booth, is the sound of people. People talking about a product, laughing, carrying on a conversation, or hearing the pleasant voice of an exhibitor explaining how their artwork is made are all very effective. All it takes is two people talking to encourage more to come in and look.
The Sense of Touch. From the time we were little kids we have to touch EVERYTHING and we don't really out grow it. People cannot resist touching the dried paint of an oil painting, try on a bracelet, the feeling of a silk scarf between their fingers, as well as the desire to sit on a classy piece of wooden furniture. Its just an instinct we all have and the best way to encourage this response is to make your work available for people to touch. Hang it – fabric art, necklaces, photography (with a bin to rummage through prints)... If you can't hang your work, use signs saying “touch me!” or ask if someone needs help trying something on say if it is behind glass and assist them. The more people touch an item the more likely they will buy it as it starts the bonding process. Someone might not like the rigidness of one ceramic mug, but will then begin their search for one that is to their liking because now they have it in their mind if I find one “I” like, “I” will buy it.
Sense of Taste. I know you are thinking, Michelle you are crazy for suggesting taste! People should NOT be tasting my art work. And you are right, however think outside the box. To be more specific, the candy box. Candy or mints can be a welcomed tension breaker. Wrapped candies, such as Andes mints during the holidays, dum-dum lollipops, or butterscotch candies create a big draw for both kids and adults. Offering candies might not work all the time, but 1 out of 5 customers will use the opportunity to snack and browse. The longer a customer is in your booth the better your chances are they will buy from you. Offering something like candy will also make people remember you as the “lifesaver” who helped prevent bad breath or provided relief from a sore throat. You can also use it to your advantage. A great colleague of mine, Bruce Baker, told me a story of his wife who used Hershey kisses to entice people to sign up for their mailing list. She had a small bowl of Hershey kisses next to a sign in book with a sign reading “free “kiss” to those who sign up for our mailing list”. It got people talking and creating a stir where the guys asked for “real kisses” over the chocolate kind and really aided in building their marketing list. All that with a chocolate candy.
Hopefully this blog post has provided some food for thought (no pun intended) when it comes to ideas for drawing people into your booth. I strongly encourage you to try at least one or two of these ideas or use some of your own. Not all will work for every artist, but without trying you will never know which might yield a treasure trove of leads and sales. Have a story to share on this topic? Share it using the comment button at the bottom of this blog.
The next several questions in this series, as we leave the topic of booth design, will get into the subject of product development. I can't wait to discuss things like finding your niche through looking at current trends, how to prevent burn-out, and then diving into new and creative art forms that people are buying now.
Michelle Sholund
www.quickcraftartisttips.blogspot.com
www.bythebaybotanicals.com
