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Get on Show
Listed under: Retail Clinic
Published: Wednesday, May 30, 2007
Andrew Thorpe, director of @Events, provides some tips for retailers exhibiting at consumer craft shows
Be prepared
There is always a large amount of effort prior to any exhibition. Those with experience of this will have every detail planned and take into account all aspects including the position, neighbouring exhibitors and stand layout.
A well styled stand is imperative to having a successful show. Plans should be made well in advance about amounts, product selection and presentation. Many retailers will take an entire day to build the stand, maximising the space they have available.
Looking good
Start thinking about layout early, decide how to best use the space available and items you want to display.
Key point to consider:
When setting up, try not to barricade yourself in. By opening up the stand, visitors can move out of busy aisle and browse your merchandise in comfort.
Informing customers in the lead up that you are attending the event will help to generate footfall on the day. Organisers of the show will be able to supply you with promotional material to help highlight this in-store.
Reap the rewards
The benefits are endless, not only are traders able to sell large amounts of stock, they can also gain instant and valuable feedback from craft consumers regarding new lines and trends.
A retailer with mail order services can gather new shopper data leading to further sales, as well as building customer loyalty quickly. Not only this, you are able to meet your customers from around the country face-to-face.
Running the show
@Events run Craft 4 Crafters, with its popular Stitch & Thread 4 Crafters and Paper & Card 4 Crafters at the Westpoint Centre, Exeter. The company is about to launch two new shows, one at Newark and Nottingham Showground 21st to 23rd September 2007 and at The International Centre Telford 25th to 27th January 2008.
There is always a large amount of effort prior to any exhibition. Those with experience of this will have every detail planned and take into account all aspects including the position, neighbouring exhibitors and stand layout.
A well styled stand is imperative to having a successful show. Plans should be made well in advance about amounts, product selection and presentation. Many retailers will take an entire day to build the stand, maximising the space they have available.
Looking good
Start thinking about layout early, decide how to best use the space available and items you want to display.
Key point to consider:
- Stand position
- Customer flow
- Special deals
- Pricing
- Staffing
- Tills and point of sale
- Back up stock
When setting up, try not to barricade yourself in. By opening up the stand, visitors can move out of busy aisle and browse your merchandise in comfort.
Informing customers in the lead up that you are attending the event will help to generate footfall on the day. Organisers of the show will be able to supply you with promotional material to help highlight this in-store.
Reap the rewards
The benefits are endless, not only are traders able to sell large amounts of stock, they can also gain instant and valuable feedback from craft consumers regarding new lines and trends.
A retailer with mail order services can gather new shopper data leading to further sales, as well as building customer loyalty quickly. Not only this, you are able to meet your customers from around the country face-to-face.
Running the show
@Events run Craft 4 Crafters, with its popular Stitch & Thread 4 Crafters and Paper & Card 4 Crafters at the Westpoint Centre, Exeter. The company is about to launch two new shows, one at Newark and Nottingham Showground 21st to 23rd September 2007 and at The International Centre Telford 25th to 27th January 2008.
