Archive for August, 2013

Creative Way to Attract Buyers to Your Merchandise

This information was found on line from the Flea Market Zone.

As a flea market vendor, it is your job to get shoppers in the mood—to check out your merchandise. One of the most impactful design choices you can make for your booth is create an inviting atmosphere with great lighting.

“Lighting is the first element of design,” explains Dr. Thomas E. Farin, founder and president of Pegasus Lighting. “Without it, there is no form, color or texture.” In other words, lighting is key to engaging the senses, and great lighting is one of the best ways to attract customers.

We have all walked past shops that emit the aroma of fresh baked cookies. That is sensory marketing at its best. But many vendors do not sell sweet-smelling treats. Maybe you are selling electronics, perfume or doilies. In that case, think of lighting as your very own cookie smell.

To create an alluring, memorable display, you should start by creating a mood.

To create an alluring, memorable display, you should start by creating a mood. This is probably the most important thing light will do for your sales. A signature lighting scheme, bright or dim, hard or soft, cool or warm, is what people see first when passing your booth. It will either draw them in or turn them away.

To determine a lighting mood for your booth, decide how you want your audience to feel about your products. If you are selling computers, bright, cool lights will make customers feel energized and excited about your new technology. If you are selling eclectic home goods, like teacups or quilts, soft, warm light will make your audience feel more at home.

Science and the senses

It all goes back to our fundamental science. The hypothalamus, part of the nervous and endocrine systems, “translates” light into messages for the brain. Light can have an activating or calming effect. Studies show bright, cool light makes us feel more awake, while dim, warm light makes us feel at ease.

When lighting your display, you should also pick a light that is dimmable, so you can control the booth’s brightness. Position your lights to accent the textures, patterns, and angles of your display, playing on the senses of sight and touch.

For instance, if you are selling perfumes, you can use a line of display lights along an entire wall to minimize contrast and shadows, making your display feel more ethereal. If your product is more distinctive, like specialty baskets, you probably want to enhance their individual textures. Put one display light above each basket, creating interesting shadows and patterns, enhancing the basket’s most important qualities.

As a vendor, you have about five seconds to catch a customer’s attention. Most flea markets overwhelm the senses, presenting a variety of merchandise things to see, touch, smell and buy. A well thought out lighting scheme can make the difference between standing out and getting lost in the crowd

While incorporating lighting displays in a booth is hardly new, at ASD, the lighting this year was impressive, drawing attention from thousands of attendees. From LED merchandise to in-house halogens, the lighting strategies at this year’s show were noticeably well executed. Bearing this in mind, there are a few key tips flea market vendors can take away from ASD exhibitors and use to help products attract attention at their markets.

One of the most obvious lighting trends this year was the use of color. Some exhibitors opted to incorporate colorful signs outlined in LED light string, while others decorated the edges of tables and shelves with colored light ropes that coordinated with the company’s branding materials. By defining the edges of booth spaces with such eye-catching displays, wholesalers made sure that browsers’ gazes landed on their merchandise and not on that of competitors with dimmer arrangements. Vendors can easily adapt this tactic in their own businesses by looking for places where lights would work well, and where an outlet is available. Even a strand of rope lights around a sign can make a booth more noticeable and easy to remember.

Throughout the Las Vegas Convention Center, there was an unmistakable shift in enthusiasm when attendees passed from the south hall to the central hall. While some of that excitement may be attributed to the fact that the central hall contained jewelry and accessories, what really impacted the overall look and feel of the central hall was the lighting. Exhibitors with bedazzled, polished and embellished wares highlighted their spaces by using gallery bulbs, track lighting and warmer toned lights that made the merchandise appear more luxurious. By going for more flattering lights such as these, as opposed to relying solely on the permanent overhead lighting of the Convention Center, sellers at the show made their spaces feel more inviting and attracted more buyers as a result. Vendors can achieve the same effect by paying attention to the tones of lights used to showcase their products. Note that a slightly pink light will make skin and any accessories or apparel being worn, look fresh and vibrant, whereas a more yellow light will make furniture, bedding and housewares look cozy. By shedding the right light on merchandise, flea market vendors can entice more customers to stop and look around, the first step in getting sales.

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