COMMENT J
MARKET SAVVY - by Janet Summerton of Circle Craft.

With less than threo monthe left of the annual Christmas
Market marathons, your plans for your stock are probably
well in hand. Have you thought out the presentation of
your work - the display and promotional material? The
key to a good display is that props should enhance,

not overshadow the product. You want potential customers
to be drawn to your work because it stands out, it

makes a statement.

Good merchandizing involves having products at eye level.
Make it easy for the customers. Don't make them bend
down or stretch. Allow some restful visual space between
your displays. Most products at quality craft markets
sell best from a clean, well thought out display.

Arrange your props, keeping in mind a flow of traffie
through your booth or past your display. Have items you
consider suitable for impulse buying in a highly visable
location. Keep shelves well stocked, group items by
colour and relatedness.

Signs explaining your products are useful, but make sure
they are neatly done and not overpowering. People
attending craft markets are interested in you as a "maker",
in your techniques and your products, Take along port-
folios, photographs, buginess cards and any other pro-
motional material you have.

Use the market for maximum effectiveness by promoting
future contacts and business. If you are available for
commissions and special orders, advertise the fact - if
you have studio sales, let people know. Have a book out
to collect names and addresses of potential customers.

Talking about your work is the most effective promotional
tool. Demonstrate wherever possible. Hasically, be
approachable, Thousands of people will be attending
craft shows this season. You can ensure a better return
on your investment by spending time considering presen-
bation and promotion,

6