the remarkable market stall

99
The Remarkable Market Stall Jamey Coughlin Business Development & Economics [email protected]

Upload: jamey-coughlin

Post on 14-May-2015

1.511 views

Category:

Business


4 download

TRANSCRIPT

Page 1: The Remarkable Market Stall

The RemarkableMarket Stall

Jamey Coughlin Business Development & Economics [email protected]

Page 2: The Remarkable Market Stall

What is remarkable?

Page 3: The Remarkable Market Stall
Page 4: The Remarkable Market Stall
Page 5: The Remarkable Market Stall
Page 6: The Remarkable Market Stall
Page 7: The Remarkable Market Stall
Page 8: The Remarkable Market Stall
Page 9: The Remarkable Market Stall
Page 10: The Remarkable Market Stall
Page 11: The Remarkable Market Stall

If you saw a purple cow, what would YOU do?

• Stop• Take a second look• Come back again• Tell your friends• Talk about it

Page 12: The Remarkable Market Stall

Remarkable

Page 13: The Remarkable Market Stall
Page 14: The Remarkable Market Stall

The Remarkable Market Stall

• Effective Display Techniques• The Right Signs• Tells a Great Story• Exceptional Customer Service

Page 15: The Remarkable Market Stall

Ask yourself ONE question…

• How can I make things EASIER for my customers?

Page 16: The Remarkable Market Stall

and remember ONE thing…

• The right mix of strategy, product, quality, display, merchandising techniques, pricing and customer service will make your market sales sizzle, and increase your profits and pleasure.

Page 17: The Remarkable Market Stall

Today:• Display, Signage, Story & Service • Lots of information, ideas,

pictures and questions • References:

Page 18: The Remarkable Market Stall

Farmers' Markets are: • Growing in popularity• Lots of buzz in the press• Locavore was word of the year• More customers each season• Offer a sense of community,

unique, fresh and quality products, connection with neighbours, shared civic values and lots of hugs...

Page 19: The Remarkable Market Stall

Why bother with remarkable?

Isn't pretty nice, best stall in town, worked for 20 years OK?

Why is a constantly improvingdisplay important?

Page 20: The Remarkable Market Stall

Competition is intense & evolving

Page 21: The Remarkable Market Stall

• Consumers bombarded with priorities, messages, information and advertising

Page 22: The Remarkable Market Stall
Page 23: The Remarkable Market Stall

Customers are stressed out!• Time• Money• RRSPs• Job• Kids• Health• Planet• Future

Page 24: The Remarkable Market Stall

• New markets and vendors • More people are NOT shopping at

markets than shopping at them • Profitability / balance challenges• Local Food Trend gets customers

to the market; but quality, experience and ease bring them back and coming to YOUR stall

Page 25: The Remarkable Market Stall

Good News!

• Challenges common to all retail• Lots of simple tips and tricks• They work

Page 26: The Remarkable Market Stall

Effective Display Techniques

Page 27: The Remarkable Market Stall

BASICS

• Layout• Organization• Appearance• Cleanliness

Page 28: The Remarkable Market Stall

Table Layout• Shallow is better than deep• Parallel to traffic flow is better than

aisles, alcoves or obstructions• Product should be accessible

Make it Easy!

Page 29: The Remarkable Market Stall

Increase customer reach with layers

Page 30: The Remarkable Market Stall

Angle product towards the customer

Page 31: The Remarkable Market Stall

Layers give illusion of abundance

Page 32: The Remarkable Market Stall

No bending! Knee to shoulder height

Page 33: The Remarkable Market Stall

`

Display similar products together…

Page 34: The Remarkable Market Stall

Produce different varieties of the same product

Page 35: The Remarkable Market Stall

Offer a variety of sizes…

Page 36: The Remarkable Market Stall

Is your stall clean?

• Garbage?• Unattractive containers?• Your own food and

purchases?• Are storage containers in

good shape?

Page 37: The Remarkable Market Stall

CLEAN & Organized?

Page 38: The Remarkable Market Stall

• Freshness is why people shop at farmers’ markets

• Product should be first quality, anything less should be marked

• Keep it cool enroute and at market• No amount of marketing or

merchandising will make up for poor quality

ONLY NUMBER ONE QUALITY

Page 39: The Remarkable Market Stall

Make it easy

• Easy to see while passing by• Easy to see at the stall• Easy to find what they want• Easy to reach• Easy to purchase

Page 40: The Remarkable Market Stall

NEVER lose a sale because...• A customer couldn't see what they were

seeking• You left a 1/2 eaten lunch on the table• You tried to sell product that you knew

you shouldn't bring to market• A customer saw you treat unsold

product like compost the week before

Page 41: The Remarkable Market Stall

To really kick it up a notch...

Appeal to your customer’s SENSES!

Page 42: The Remarkable Market Stall

Pile it high and watch it fly!

Page 43: The Remarkable Market Stall

For eye appeal, mix up the color

Page 44: The Remarkable Market Stall

Small details like tables cloths and baskets matter

Page 45: The Remarkable Market Stall

Be creative if your product cannot be displayed

Page 46: The Remarkable Market Stall

Use aroma to draw attention…

Smell Me!!!!

Smell Me!!!!

Page 47: The Remarkable Market Stall

Activities & Demo's are awesome!

Page 48: The Remarkable Market Stall

Sampling & freebees sell products

Page 49: The Remarkable Market Stall

Don't forget the sense of humour

Page 50: The Remarkable Market Stall

Additional Display Tips• Leverage all the senses• Change with the seasons • Balance abundance with clutter• Continuously restock displays • As you run out, reduce display size

Page 51: The Remarkable Market Stall

The Right Signs

“A display without a sign is a sign of no display.”

Page 52: The Remarkable Market Stall

• Placement• Message

Page 53: The Remarkable Market Stall

Every product needs a price sign…

Page 54: The Remarkable Market Stall

Visible, Legible and EASY

• The vast majority of customers will not ASK about prices

• If in doubt, they will keep walking...

Page 55: The Remarkable Market Stall

Visible, Legible and EASY

Page 56: The Remarkable Market Stall

Will customers block your signs?

Page 57: The Remarkable Market Stall

Don’t forget to tell them who you are!

Page 58: The Remarkable Market Stall

Sign construction• Avoid white background – it draws the

eye away from your products• Best coloring is black on yellow OR

green, red or black on off-white• Laminated signs!

• can be changed as needed• Keep lettering neat• NEVER be negative!

Page 59: The Remarkable Market Stall

FONT SIZE

Page 60: The Remarkable Market Stall

Make it Easy!

Page 61: The Remarkable Market Stall

Beyond price...

• Using signs to communicate a meaningful message

Page 62: The Remarkable Market Stall

What kind of information?

• Why are you special?• What's in it for the

customer?• Why should they

believe you?

Make it Easy!

Page 63: The Remarkable Market Stall

Understand what you do great!• Emphasize one or two key ideas:• “The apple pie guy”• “The heirloom tomato people”• Any more and customers get confused

CONFUSION DOES NOT EQUAL EASY

Page 64: The Remarkable Market Stall

What is in it for the customer?

Features are the• Facts• Figures • Practices• Details

“So What?”

Page 65: The Remarkable Market Stall

Features BenefitsSlippery Peel “So What” Creates great laughsSoft & Mushy “So What” Easy for kids to eatPotassium “So What” Reduce cramping

Page 66: The Remarkable Market Stall

Overt BenefitYou TRIPLE the effectiveness ofyour marketing efforts by OVERTLY

communicating your customer benefit

What they will

Receive, Enjoy, ExperienceIn exchange for their

Time, Trouble, Trust and Money

Page 67: The Remarkable Market Stall

Be crystal clear:

NEVER let a customer say NO because they don’tunderstand what you’re offering

Page 68: The Remarkable Market Stall

Reasons to Believe?• Farmers' Markets have a head start• Wavering confidence in the food system• Listeriosis, Melamine, E.Coli, Salmonella • Food Miles, Climate, Efficiency• Michael Pollan Factor• People don't know what to believe

Page 69: The Remarkable Market Stall

What is a remarkable RTB for yourproduct, stall & business?

1. Common Sense Argument2. Personal Experience3. Verification/Pedigree4. Customer Testimonials5. Guarantee

Page 70: The Remarkable Market Stall

Ideas

• Empirical Data - 3 out of 4 think....• Contests – Winner of ______ Award• Stories – our baker trained in France at...• Wall of Testimonials • Cred by association – served at Bistro• Cred by association – studies and research• Demonstrations – cooked weight of meat

vs. frozen burgers

Page 71: The Remarkable Market Stall

Message

• Why are you special?• What's in it for the customer?• Why should they believe you?

• Position yourself above the crowd, and be remarkable!

Page 72: The Remarkable Market Stall

Tell a Great Story

Page 73: The Remarkable Market Stall

Stories• Who we are, Who others are• We crave stories / oral tradition and

human connections• Plot, Characters & Emotions• Good stories are passed on• The material value will lessen, the story

value will increase

Page 74: The Remarkable Market Stall

Tell YOUR story• Help customers

get to know you• Put a face on food• Pictures, family,

visits, videos, website

Make it Easy!

Page 75: The Remarkable Market Stall

Storylines

• Adventures for Sale• Togetherness, Friendship & Love• The Market for Care• The Who-Am-I Market• The Market for Peace of Mind• The Market for Convictions

Page 76: The Remarkable Market Stall

Market for Convictions

Page 77: The Remarkable Market Stall

• Great stories and REAL meaning are the small, sustainable operation’s UNFAIR COMPETITIVE ADVANTAGES!

Can a locally grown, certified organic blueberry, home-baked pie…

Page 78: The Remarkable Market Stall

be traded for 2 backstage passes to see the Rolling Stones?

Page 79: The Remarkable Market Stall

Stories• Stories are the ultimate marketing

and authenticity tool• Humans are hard wired for stories• When we hear a great story, we

retell it• Stories connect your customers to

you and your products to your customers lives

Page 80: The Remarkable Market Stall

Exceptional Customer Service

Page 81: The Remarkable Market Stall

Top 5 FM customer annoyances:• Vendor can not make change• Vendor fails to acknowledge customers• Long, slow line forms at the stand• Vendor is chatting with friends, other

vendors or other customers, long wait• Vendor talks on cell phone while serving

customers!

Page 82: The Remarkable Market Stall

Body Language is CRITICAL!

•57%of Communication is visual

• Smiling? Arms crossed? Sitting? Making Eye contact? Eating? Distracted?

Page 83: The Remarkable Market Stall

Tips• Pay attention to your appearance• Engage customers ASAP• Give them 100% attention• Be reliable• Share your knowledge • Go the extra mile• EXPRESS GRATITUDE

Page 84: The Remarkable Market Stall

Are you actively promoting?• What is coming in future weeks? (make

sure they come back!)• Provide or ask for meal ideas using

ingredients (participation)• Make suggestions and WANT the sale• Are you using your regulars to influence

new customers?

Page 85: The Remarkable Market Stall

Seek and Measure Satisfaction• A satisfied customer tells fewer than 5 people• An unsatisfied customer tells more than 10• Ask questions, do surveys, do taste tests,

document results and make changes• Raise the bar• A sales drop shouldn't be the first sign of a

problem!

Page 86: The Remarkable Market Stall

Understand and Anticipate Customer Demands

• How are they using your products?• When? Entertaining?• WANT or a NEED?• Are they eating right away?• Where are they shopping mid-week?• What are they doing after market?

Page 87: The Remarkable Market Stall

Find Your NicheMostly Satisfied Somewhat

Unsatisfied

Mostly Satisfied Somewhat

Unsatisfied

Page 88: The Remarkable Market Stall

The New Rules• The old rule was this: Create safe

products and combine them with great marketing.

• Average products for average people. Commodities...

• The new rule is: Create remarkable products that the right people seek out.

Page 89: The Remarkable Market Stall

ParticipationPowerlessnessPriceQualitySafetySkills Social JusticeStatusTime

Dignity EnvironmentExperienceGuiltHealthHopeImportanceIncome Local Farm Viability

Affordable IndulgenceCalmCelebration ChildrenClimateCollaborationCommunity Complication

Page 90: The Remarkable Market Stall

Important Questions

• What are their stresses?• What are their values?• What are they doing with your product?• How can you serve them better than their

current options?

Page 91: The Remarkable Market Stall

How?

• Talk, Talk, Talk!!!!• Get contact info• Do a survey• Build a group of trusted advisors• Read magazines, go to restaurants

Page 92: The Remarkable Market Stall

Make changes...

Page 93: The Remarkable Market Stall

Selling Strategies for Local Producers : http://extension.missouri.edu/explore/agguides/hort/g06222.htm

Page 94: The Remarkable Market Stall

Selling Strategies for Local Producers : http://extension.missouri.edu/explore/agguides/hort/g06222.htm

Page 95: The Remarkable Market Stall

The Remarkable Market Stall

• Effective Display Techniques• The Right Signs• Tells a Great Story• Exceptional Customer Service

Page 96: The Remarkable Market Stall

It goes back to ONE question

• How can I make things EASIER for my customers?

So Make it Easy!

Page 97: The Remarkable Market Stall

and ONE thing…

• The right mix of strategy, product, quality, display, merchandising techniques, pricing and customer service will make your market sales sizzle, and increase your profits and pleasure.

Page 98: The Remarkable Market Stall
Page 99: The Remarkable Market Stall

Resources• NSDA Business Development & Economics• www.gov.ns.ca/agri/bde/ • Sales Strategies for Local Food Producers• http://extension.missouri.edu/explore/agguides/hort/g0

6222.htm• Growing for Market; F.M. Sample Issue• http://growingformarket.com/categories/20071227