Page 246 - DMGT552_VISUAL_MERCHANDISING

Unit 12: Visual Merchandising – Hands On

4. Lighting should Draw Customers to Merchandise: One mistake that is often made in stores Notes
is to use “spot” or “accent” lighting, such as halogen reflector lamps, everywhere. These
create a feeling of visual clutter and can be confusing to customers. Light can be a very
effective way of drawing a customer’s attention to areas of the store you want them move
toward. For example, it is very effective to light important displays and sales counters to
a higher level (sometimes as much as 5 times more light) than the general areas of the
store. If your contractor limits accent lighting to these two store areas it will be much
more effective in catching a customer’s attention.

Self Assessment

State whether the following statements are true or false:
14. Improper display lighting is vital to selling.

15. Expert display people use sound in the same way as a musician uses light.

12.7 Organising an In-store Event

Many small business owners seem to shy away from event marketing, thinking it is too costly
or takes too much time. However, when executed properly, event marketing for small businesses
can be a very effective way to generate new customers, leads, and even strategic partners.
There are basically three types of event marketing: organising your own event, sponsoring an
event, or attending an existing event. Today we are going to talk about organising your own
event, specifically an in-store event.

An in-store event can be used by retailers, or anyone with a storefront location, to drive traffic,
sell old inventory, and build your customer database. An event doesn’t have to be an
overwhelmingly elaborate affair. Many local business owners have found success planning
simple, yet enticing events that don’t cost a lot of money. Here are our secrets to planning a
successful in-store event:
Be creative: Everyone, it seems, has a full calendar these days. So, capturing the attention of
people and getting them to make time to come to your store or business, is probably the most
important key to a successful in-store event. A “sale” these days, is normally not enough to
generate a large amount of traffic. Try to think outside the box, and be creative. For example, a
pet grooming business or a self-service dog wash could hold a “dirtiest pet contest”. The person
who brings the dirtiest pet gets their dog washed and groomed for free while everyone else gets
a special discount and goodie bags just for showing up.
Create a buzz: Your goal is to plan an event that people will not want to miss. The best attended
events typically communicate a sense of prestige and/or excitement. If you can get a local
celebrity or media person to attend your event, this can be a very effective way to create a buzz
around your event. An A-list celebrity will cost an arm and a leg, but a boutique, for example,
could bring in a local stylist who dresses famous people. It is free publicity for them and will
bring people into your store.
Spread the word: An event is probably not much fun for anyone if nobody shows up. One of the
keys to getting people to your event is getting the word out early and frequently. Tell everyone
you know, and use social media. Start creating teasers on Facebook and Twitter, and consider
creating fun videos to post on YouTube. Using social media is the best way to spread the news
of your event, along with a special invitation to your mailing list. Speaking of invitations, we
recommend that you don’t skimp on your invitation, as it is a critical piece of creating a buzz
around your event! On-line event invitations are cheap, fun, and an easy way to track registration

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