| How to Stand Out From the Crowd |
| Written by Donald Clark |
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Q: As a jewelry artist, I’m finding our market saturated at shows. What are some things I can do to stand out from the crowd? We all want to be a part of the crowd and at the same time stand out from that crowd. Have you tried inviting your customers/buyers to a special event in your booth, perhaps a demonstration of a new technique you are using? Since shopping/buying is exhausting, you might offer a snack and something to drink at a particular time each day; we all know nothing draws a crowd like a crowd. Market researcher Paco Underhill, author of Why We Buy: The Science of Shopping, tells us the longer a person stays in your store/booth, the more they will spend. So the longer you keep the shopper sipping and looking, the more likely you are to make a sale. It’s also good to remember that jewelry is all about fashion and what’s in fashion changes. I would suggest you change part of your line, your booth color, display props and the layout of your displays for each season. This is an excerpt from the January 2008 Just Ask column. To read the entire article, contact us at (800) 331-0038, ext. 124 to buy this issue. Do you have a question you need answered? E-mail us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it ! Your question could appear in an upcoming issue, on our website or in our e-newsletter. |
