The farm shop column by
retail expert John Stanley
ONE of the biggest mistakes you can make is to assume that customers know what you sell.
Always start with the fact that customers dont know what your products are. And they need to know the benefits before they know the price.
Research shows that the best signs are laid out as follows:
1 Name of product at top centre of sign, large, bold print
2 Then list, in bullet form, three benefits the product offers to consumer.
3 Put the price. Then give a motivator to buy at bottom, ie Great for BBQs!
"Benefits" is the important word. They dont want to know your produces features, they want to know what it will do for them.
Advise them on the health benefits of the particular produce and give them tips on how to cook it. Dont assume that they know; the majority dont. Ill bet the majority of your customers dont know tomatoes can help reduce cancer in middle-aged men or that Chinese radish can help them slim.
Make sure one person is responsible for doing your signs – the key is consistency and ensuring they always look "fresh".
Signs are best positioned above the produce display, they are easier for customers to see.
I prefer to use black or green ink for signs, red ink suggests cheaper produce to some people and may damage your image.
I recommend you also promote 10% of your produce using a more prominent sign. Change your promotion at least monthly. On a farmers market stand, you may need to change the promotion weekly to maintain your customers interest.
Remember, a well balanced, professional signage strategy is equivalent to having an extra person in your team.