Midseason is a
good time to make some upgrades to your farmers’ market booth. The changes attract new and returning
customers. Here are some suggestions for
you to consider:
·
Cover
your tables with new washable vinyl tablecloths in a solid, neutral color.
Vinyl tablecloths are stain resistant and can be easily wiped down for repeated
use. Solid colors do not distract from your products as a patterned tablecloth
might.
·
Hold
a raffle at your booth. Raffle off a special product or gift basket from your
booth to increase foot traffic. Purchase
ready-made perforated raffle tickets at any office supply store. Sell the
tickets for 50 cents apiece. State that the drawing will be held at a specific time.
Pull the tickets and offer the prize.
·
Publicize
special events, such as holidays, with eye-catching decorations and activities
for children. An example is to host an Easter egg hunt at your booth. Last
year, one of the vendors at the St. Louis Farmers’ Market brought a flat of
wheatgrass and hid small chocolate eggs in the grass. A cute plastic chick and
flat was placed at eye level for small children. It caught their interest. When
a child found an egg, they were given a flower as a prize. On Mother’s Day and
Memorial Day, place photographs of your loved ones in the booth. Offer a
discount to US military members during the Veteran’s Day weekend or small
pumpkins for carving at Halloween. Extend a discount of perhaps 10 percent for
customer appreciation on your farm’s anniversary date.
·
Maintain
the appearance of abundance. Move your
product from larger containers to smaller baskets when your stock is low.
Half-empty large containers make it seem that your booth is sold out, which
tends to discourage shoppers.
·
Offer
free samples of your product, if your market allows. Check with your market master
to make sure that you are following the market rules. Remember to keep cold
items cold. Always use tongs when handing out samples.
·
Hand
out recipe cards featuring the products you sell.
·
Bring
photos of your farm. This can be a simple photo album with legible captions, a
bound self-published book from Shutterfly (shutterfly.com) or an electronic digital
photo frame that cycles through a series of farm photographs.
·
Update
all signs and promotional material to reflect your current contact information and
products available for sale.
·
Get
a Square® credit card reader for your booth so you can accept debit and credit
card sales (www.squareup.com). The Square® reader plugs into your smart phone
or iPad. The company charges a 2.75 percent transaction fee, which is easily
passed on to the customer; there is no charge for the device. You will have to
link your checking account information to the company’s secured accounting
network. According to marketing professionals, customers spend 20-25 percent
more when they use a credit card.
Here are a few
more guidelines to enhance your sales:
·
Smile
and greet people in a friendly way.
·
Stay
standing. To be ready to serve customers, do not keep chairs in the booth.
·
Do
not wear sunglasses; customers like eye contact!
·
Wear
neat, stain-free clothes.
·
Display
your business cards; they are a cost-effective form of advertising.
·
Do
not eat or smoke in the booth.
·
Maintain
an email list of your regular customers; keep them updated about your farm and
product availability.
(By: Miranda Duschack, Lincoln
University Small Farm Specialist)
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