Craft Focus - Dec/Jan (Issue 70)

As standalone items, craft products, whether machines, tools or materials, can sometimes fail to do themselves justice, as it’s what you can do with them that truly inspires the customer. That’s where the power of demonstration comes into play. In this column, I’m going to shine a spotlight on the process and reveal a few simple tips that can make your products fly off the shelves. Holding demonstrations in-store, or filming them for your website, is a great way to show your customers the latest products in action. They’ll be able to see every function being explored, understand how an item works, the potential it holds and ultimately, be inspired to purchase items they might not have noticed otherwise. Team effort Some companies now have well-trained demonstration teams that they can provide to showcase their wares, but if not, consider holding your own, especially if you feel the product would benefit from a live demonstration. Utilise your staff members (provided they’re fully au fait with each item) or reach out to crafty friends and family who’d like to play teacher for a day in exchange for a nice in-store discount! Once you’ve decided who’s going to be running your demonstration, you need to ensure that as many people attend as possible. Create a buzz around the event via social media, e-shots, posters, flyers, your website and word of mouth. Ensure staff are fully briefed on the details and encourage them to chat to customers about it ahead of the occasion. Day trippers When planning your demonstration, think about the set-up first. For many crafters it’s a fun day out, so you don’t want to disappoint by not considering the basics. Ensure that plenty of comfortable chairs are available, as well as spaces for the demonstrator to work and showcase their samples. People don’t want to feel like they’re on top of each other, so situate the event somewhere that’s easily accessible and visible from the front of the shop. Brief the demonstrator to engage with the audience and explain each step with enthusiasm. Advise them to encourage attendee participation by asking for volunteer helpers, passing round finished makes and posing questions. Now that you have a room full of keen crafters, maximise the opportunity and return by ensuring there are plenty of inspirational samples both on the day and for you to showcase in the shop afterwards. This way, the products will continue to entice and inspire long after the event. Obviously, the main aim is to encourage sales, so it also makes sense to offer attendees exclusive discounts to get those cash registers ringing. Providing a little goody bag to take away is also a nice touch. Caught on film Web retailers and bricks-and-mortar stores alike might also consider filming demonstrations to help keep customers engaged and inspired. Consider making them into a themed series to encourage people to keep coming back. For example, you could film a stamping series featuring a different technique each time, followed by a similar embossing initiative. Edit your demonstrations to within a 15-minute timeframe so they’re not too long. If further explanation is required, lay a recorded voice over the video, so your content is as informative as possible. Share on social media and your website and ensure you link everything back to your store so people know where to buy the supplies. Hosting a demonstration is a great way to showcase your product range, says Sara Davies the demonstration game Sara Davies MBE is founder of Crafter’s Companion. crafterscompanion.co.uk 90 craft focus