Cheap
Tricks: Marketing
at Fairs, Flea Markets, and Special Events
Community
fairs and markets are becoming increasingly popular, providing a nice
environment for many artisans to market their wares. To maximize the potential
of these short-term venues, consider the following tips.
Look
like you want to do business. Too many exhibiters at flea markets,
craft shows, fairs and conventions seem to think the merchandise speaks
for itself. Yes, it's hard work to stand on your feet and greet passers-by,
but doing so will let people know you're proud of what you have to offer.
It's astonishing
how many sellers seem to have missed this basic part of marketing, preferring
to curl up with a book or chat with other sellers while ignoring the people
that they're there to serve. Nobody wants to do business with someone
who is wearing a "do not disturb" sign.
Go out of
your way to greet people as they pass. Offer a sample or brochure, even
a piece of candy. Make your stand a standout by your cheerfulness. Remember,
too, that special events have a holiday spirit about them, so potential
customers are usually more relaxed and friendly.
Good
manners matter in dealing with a wide range of people. Some time
ago, I was putting together a slide show about entrepreneurship and decided
to take pictures of people selling at a flea market in California. One
man offered to do a product demonstration for me. When I finished snapping
my pictures, I thanked him and began walking away. He hurled an insult
at me for not purchasing—despite the fact that his demonstration
had drawn a crowd of spectators. That's a classic case of turning opportunity
into adversity. I'm sure his nasty attitude cost him sales.
Arouse
curiosity. Marketing is easier when someone asks you about your
business, so find a way to bring people to your booth with a question
on their mind. It will provide a perfect opening for you to talk about
what you have to offer. If you market antique tools, for instance, you
could display an unusual implement and ask passers-by to guess what it
is. Or have a contest to guess how many dog biscuits or jelly beans are
in a container. Anything that makes people stop and take a closer look
increases your odds of making a sale.
Depending
on your product, you might create an ongoing event by working as you exhibit.
One man who travels around the country selling his popular twig furniture
always attracts people to his display by working on pieces and answering
questions from the crowd about his technique.
Make
your booth look different from the others. Look around any convention
hall or flea market and you'll notice that most displays are almost indistinguishable
from one another. While many events have stringent rules about what you
can and cannot do with your rented space, you still have plenty of leeway
in using color or graphics or, even, costumes to help you stand out from
the crowd. Find out how much creative opportunity is permitted and take
advantage of it. Simple things like soft music or a catchy theme can make
your display memorable.
Plant
seeds for future business. We've all seen those conventioneers
with their plastic bags stuffed full of brochures that get tossed away
once they're home. You, of course, want to be remembered, so adding another
brochure for the trash makes no sense.
Get creative.
Come up with something useful, like a how-to tip sheet of information
aimed at the interests of your audience. If you're selling dried floral
wreaths, for instance, you could give visitors a tip sheet with ideas
for keeping their wreaths and dried flowers fresh longer. They'll appreciate
the helpful hints and be more apt to hang on to your piece. Be sure, also,
that anything you give away has your name and address on it so people
can find you again if they want more of your product.
Whether selling
through flea markets and special events is your main business or a sideline,
keep attention-getting ideas in mind, and experiment until you find the
ones that help you stand out. Not only will it attract new customers,
but it will also help you become a familiar presence, bringing repeat
customers back time and again because you made a good impression the first
time.
There's
more where this came from.
Order Winning Ways now!
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