When a customer comes to your booth, you want them to be in a buying mood. This month, we'll take a look at creating the atmosphere and environment your clients will want to feel comfortable and to want to spend.
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The ambiance you create within your booth will bring people in or intimidate them. This concept is critical, as you don't want the booth set up to be intimidating, discouraging, alienating, or depressing.
photo credit: Mai Le – http://www.flickr.com/photos/maile/
1. A booth that is dark and cave like with everything toward the back will not get the same response as a booth that has vivid colors, interesting patterns, and display cases that utilize the entire space. A warm, bright, airy feeling is always better than a cave like environment.
2. The more creative your use of space, the better your chances of engaging customers. Creativity should not be confused with complexity. In the world of craft shows, complexity can also be intimidating to the customer and overshadow the crafts you wish to sell.
3. Creating the environment includes the floor and the ceiling as they are considered part of the display booth and should be utilized. Think of ways to include the floor and ceiling with visual touches. Perhaps adding a complimentary design on the floor or color scheme in the ceiling can tie the space together.
4. The more multidimensional the display, the better you expand the physical space to display your product while creating visual interest. Utilizing the entire space requires thinking about traffic flow especially if you have a larger booth.
5. The use of open bookcases provides an interesting dynamic to displaying your goods and moving traffic through the booth. Open bookcases allow access to products from both sides and creating two different traffic flow patterns. Open bookcases can create a sense of friendliness and accessibility in your booth.
6. Always try a booth setup that makes traffic flow easy and comfortable. Is there a beginning to the display or an end place? Do you have a place that feels comfortable for the customer to stop and purchase an item?
7. Your space and the flow of customers go beyond the boundaries of the table.
8. Stools and small cabinets provide additional levels to the display and can also help direct traffic through placement. Creating levels diversifies the visual presentation and increases the room in which to display items while reducing traffic jams around tables.
9. Hanging display trays and mobiles from the ceiling that show your crafts can catch the eye of the customer as the items twirl and sparkle.
10. Lighting always helps create an ambiance but not all craft shows supply electricity to the booths. If you are displaying high end products such as jewelry, you will need to address the issue of good bright lighting. Glass cases with built in lamps might be required. However, if you want to create a mood without using electricity, you can use flameless candles or self powered lighting products.
11. The environment will also be effected by what is readily accessible. Products that can withstand rough handling should be displayed differently than those items need more careful handling. If handling a craft is problematic, perhaps a glass case can be used or access to the piece limited by requiring your assistance. If you want some things to be touched and others not as much, you need to work that into the design of the booth and the flow of the traffic.
The ambiance of your booth must make sense with the feel of the show. In other words, if you are at a Christmas holiday show, do not set up a booth that has the feel of summer beach days. Glitzy, flashy fabrics are more suitable for the winter show than the summer show.
The environment must also compliment and enhance your crafts rather than compete with them. Competition between display design and the crafts you wish to sell will psychologically confuse the customer and discourage buying.
When craft shows are outside, as they often are, weather conditions must also be considered.
You will need to have devised some way to secure your display and your products should the wind start blowing or the rain begin to fall. While there is not a great deal to be done, you don't want to be chasing down your crafts as they blow off the table or walls and roll away from your booth under foot of passersby.
You also may want to consider how you can create a space where the sides of the booth will not cut off the airflow. You want your customers to be comfortable as they move through your booth.
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