Refresh Your Business
Businesses, like children, need constant care and attention if they are to flourish. However, premises, fixtures and fittings that are seen on a daily basis soon become inconspicuous with familiarity and wear and tear goes unnoticed. Equally, if your business has achieved a relatively comfortable level of financial success, it is tempting to forego the effort required to increase the financial rewards.
But as we find ourselves in the quietest time of the craftworkers’ year, stand back and assess your business. Does your sign look tired? Do your premises look shabby? Could your income be improved? If the answer is ‘yes’ then read on for a few tips on how to refresh your business for the coming season. |
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Signboards
A sign is your first point of contact with the general public so it is important to get this right. It should be clear, concise and project the image you wish your business to convey e.g. professional, charming or wacky. To ensure that the end product matches the initial intention it is worth engaging a professional signwriter to complete the task. However, before erecting any signs contact the Planning Department of your local authority to determine which rules apply in your area regarding the erection of signage.
Premises
It is difficult to keep a fresh perspective on the visual appeal of your premises when seen on a daily basis. However, your customers, whether consciously or not, will judge your business on looks as well as the quality of the products you produce. So, keep surrounding land or garden tidy, outbuilding doors closed and paintwork fresh and bright.
Parking facilities are a great boon. If you do have space for this, then ensure it is clearly indicated. With the addition of some large, whitewashed stones to mark the perimeter an area of well-raked, weed-free gravel suddenly becomes a useful and desirable asset to your business.
The interior of your premises should also be treated to the same careful analysis. Clean, bright décor is easily (and cheaply) achieved with paint. Neutral tones work well as they reflect light, enhance the feeling of space and are easily refreshed each year.
Lighting
A great deal of thought should be given to the lighting within your showroom. Apart from its obvious benefits lighting can play a significant role in the display of your products. Cast shadows and illuminated curves can enhance 3D craftwork while 2D art forms benefit from subtle illumination. Small, manoeuvrable spotlights work best and have the added bonus of being reliable, adaptable…and cheap!
Stock
A common mistake in showrooms is that of overstocking. Whilst it is desirable to display as wide and varied a range of work as possible, it is unwise to dazzle your customers with the sheer quantity of goods on display. Overstocking detracts from the beauty of individual objects and, ultimately, sales will be lost. So, store excess stock in a separate room and use any accumulation of stock to refresh your display on a regular basis. This has the added benefit of ensuring that your display remains fresh and interesting for returning customers.
Music
At times it pays to copy big business. Supermarkets discovered long ago that the music they played instore had a significant effect on their customers’ spending habits. So take a tip from industry leaders and use music to your advantage. Wistful Celtic, gentle Scottish or delicate New Age music all have the benefits of a) little or no vocals with which to distract your customers and b) a slower tempo. This generates a peaceful ambience and will encourage your customers to linger in your showroom considering and, hopefully, purchasing your work. However, if you intend playing music in a shop or gallery you will need to apply for a licence from the Performing Rights Society (www.mcps-prs-alliance.co.uk) and/or Phonographic Performance Ltd (www.ppluk.com).
Database
Visitors’ books are well-worth investing in. While it may seem a little excessive in a small showroom or gallery it will probably prove to be one of the most useful marketing tools you will ever possess. Customers’ details can easily be transferred from the book to a client database which can be as simple as a card index system or as complicated as a specialised piece of computer software. Using this information, you can easily inform customers of forthcoming events such as sales, seasonal events, invite-only previews, anniversary celebrations, indeed any event that you are organising at your showroom or in which you will be participating. However, it should be noted that if you intend to hold your customers’ details on computer you must register with the Data Protection Register (www.ico.gov.uk).
Website
With the popularity and easy availability of new technology, it is worth considering a website. The cost of such technology is falling each year making it a viable proposition for even the smallest of businesses. But building your own website may prove to be a false economy. By employing a professional website designer you can ensure that as your business grows so your website will be capable of developing to meet your requirements. Companies such as Beyond the North Wind (www.beyondthenorthwind.co.uk) or WebeZe (www.webeze.co.uk) cater for craft related businesses. However, it is also possible to use a web service such as clikpic (www.clikpic.com). clikpic offer the small business (principally artists and photographers) a degree of flexibility in creating their own website with a choice of styles and ‘add-ons’ from which to customise their own webspace. But don’t overlook small, local companies for efficient, cost effective products.
Advertising
Promotional material is perhaps one of the most important (and often one of the most neglected!) areas of business. However, costs need not be prohibitive. Many companies such as Thought Factory (www.thoughtfactory.co.uk) and The Postcard Company Ltd (www.thepostcardcompany.com) now offer extremely competitive rates on quality promotional material. Leaflets, postcards or brochures are still a relatively cheap and inexpensive way to market your business and remember - promotional material can be displayed in a variety of places. Target tourist-related businesses within your area and ask them to display your leaflets or business cards. However, be prepared to return the favour.
Running your own business can be a demanding and exhausting occupation. However, given the right conditions and the necessary equipment your business can grow into a thriving, successful venture that will give a lifetime of satisfaction.
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