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Other Added - Why Your Retail Store Needs Drama
If you have a low budget or no budget your advertising campaign can still be done for free, and a small business owner can get free ads with large publishers.Magazines and other print publications have an ad to content ratio to maintain for legal reasons, and sometimes an issue has a blank space just waiting for an interesting press release (content) to match the size of an ad that they want to squeeze in for maximum revenue.I once developed a free ad campaign for a manufacturing company on a product line that hadn't changed in 30 years. How do you say something new about a dinosaur? Forget features and focus on the benefits.Research an
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These are usually spotlights, used to draw
If you are the unit manager or finance controller or unit nurse in charge of the endoscopy centre, and your endoscope has been identified with damages,what are your alternatives for repairing it? Where do you send it to for repairs?What is your most important consideration in undertaking repairs to your endoscopic equipment?The endoscopist spends his time on the technical work involving the endoscopy and its various areas of work, while the finance controller of a health center or hospital holds the purse strings in allocating funds to repair equipment. It is very important that both the endoscopist and the financial controller take correlated action t
You might have the best product since the ipod, but just putting it on a shelf doesn't mean people will buy it. To successfully sell a product today you need to create a shopping experience for consumers that they enjoy. If they don't like it, they'll go somewhere else. In theater and retail, drama and entertainment are created with the same elements. You need: a great setting, great lighting and great talent.
Setting A great setting creates a mood, an image. A place for the action to happen. The setting is integral to the story.
A setting can be created on stage with all the trimmings and details - a complete re-creation of another place. Or it can be a mere suggestion of a place - a single chair, painted backdrops. The audience still gets the picture. Their imagination fills in the rest.
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
If you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by Giorgio Armani.
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without even setting foot inside.
Lighting
An important part of creating an effective and dramatic setting is lighting. A professional theatre production would never be done without proper lighting. However, many retailers do not understand the role of lighting in their stores.
I saw a high-end theatre production that used only minimal props, and created scenes with pantomimed actions and clever lighting. A powerful scene that I will never forget was created with absolutely no props. A rectangle of light on the stage floor suggested a grave. As actors went through the motions of throwing shovelfuls of dirt onto the grave, the light gradually dimmed. The scene ended when the light had faded leaving the stage was completely black.
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These are usually spotlights, used to draw
The task of creating an indelible impact on the memory of your target market is arduous but can be made much easier with a well thought out logo. The word comes from the ancient Greek where it was used in philosophy and theology to mean “the divine reason implicit in the cosmos, ordering it and giving it form and meaning.” The function of a logo in today’s business world is much the same – to make the visual identification of your company implicit by giving it form and meaning.The form and meaning of a logo are expressed in three elements – name, slogan, and icon. Think for a moment of the fabulously successful sporting goods and apparel company, Ni
Setting A great setting creates a mood, an image. A place for the action to happen. The setting is integral to the story.
A setting can be created on stage with all the trimmings and details - a complete re-creation of another place. Or it can be a mere suggestion of a place - a single chair, painted backdrops. The audience still gets the picture. Their imagination fills in the rest.
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
If you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by Giorgio Armani.
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without even setting foot inside.
Lighting
An important part of creating an effective and dramatic setting is lighting. A professional theatre production would never be done without proper lighting. However, many retailers do not understand the role of lighting in their stores.
I saw a high-end theatre production that used only minimal props, and created scenes with pantomimed actions and clever lighting. A powerful scene that I will never forget was created with absolutely no props. A rectangle of light on the stage floor suggested a grave. As actors went through the motions of throwing shovelfuls of dirt onto the grave, the light gradually dimmed. The scene ended when the light had faded leaving the stage was completely black.
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These are usually spotlights, used to draw
Grabbing opportunities with open arms is often easier to talk about than to actually do. Most people find themselves dreaming about being rich but never actually doing anything about it. A combination of procrastination and 'what if' syndrome can cripple your creative spirit and might mean your idea will never become a reality.Socrates said "Action equals knowledge'. He was one of the greatest philosophers of our time. What he meant was that it is through action that we achieve results.For example, you could think about learning Spanish for months, imagining the holidays you will take and the people you will communicate with. You can dream forev
If you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by Giorgio Armani.
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without even setting foot inside.
Lighting
An important part of creating an effective and dramatic setting is lighting. A professional theatre production would never be done without proper lighting. However, many retailers do not understand the role of lighting in their stores.
I saw a high-end theatre production that used only minimal props, and created scenes with pantomimed actions and clever lighting. A powerful scene that I will never forget was created with absolutely no props. A rectangle of light on the stage floor suggested a grave. As actors went through the motions of throwing shovelfuls of dirt onto the grave, the light gradually dimmed. The scene ended when the light had faded leaving the stage was completely black.
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These are usually spotlights, used to draw
These mistakes ruin meetings. Here's what to do.Mistake #1: Do all of the talking.Some meetings are run like a medieval court. The chairperson sits on a verbal throne while the subjects sit in respectful silence. The big talker justifies this by thinking: if the other people in the meeting knew anything worthwhile, they’d be leading the meeting.Reality: If you’re the only one talking, you’re working too hard. In addition, realize that most people protect themselves from long monologues by sending their brains off on a holiday. That is, no one is paying attention to the monologue. Instead, they're busy daydreaming, doodling, or dreaming.e mood like this. Their customers would immediately assume the products were too expensive, without even setting foot inside.
Lighting
An important part of creating an effective and dramatic setting is lighting. A professional theatre production would never be done without proper lighting. However, many retailers do not understand the role of lighting in their stores.
I saw a high-end theatre production that used only minimal props, and created scenes with pantomimed actions and clever lighting. A powerful scene that I will never forget was created with absolutely no props. A rectangle of light on the stage floor suggested a grave. As actors went through the motions of throwing shovelfuls of dirt onto the grave, the light gradually dimmed. The scene ended when the light had faded leaving the stage was completely black.
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These are usually spotlights, used to draw
Most companies have some sort of sign out front indicating what the name is and what it is that they do. But how effective is it really to have a store front sign that only says the name and possibly gives a picture of what is contained within the store? Do you know how effective your sign is? Do you know that it could be much more dynamic and help bring in new customers who may have walked by everyday for a long time, and now are coming in?When first analyzing your signs or window graphics, you need to look at how easily recognizable the sign is to your customers. Does the image on the sign convey what your store is about? If not, it should. Th
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These are usually spotlights, used to draw your attention to displays. Because your eye is drawn to light, you will naturally move through the store to these 'pools' of light.
A mid-priced shop with use a combination of these two types of lighting.
Unconsciously, as a shopper, you will get a message about the value of the products because of how they are lit.
For example, an expensive product lit the wrong way, will cause a shopper to assume the product is poor quality and overpriced.
A successful retailer needs to make sure that the lighting is consistent with the setting and the story.
Talent
A great theatre production also has the right talent. Only the right person can create a believable character. An actor's build, appearance, ability and experience are all part of what makes him or her the right choice for a role.
A successful theatre production needs a strong team of people. Each one needs to be able to create a convincing and powerful character. They also need to work well together as a group.
In retail you also need great talent. What would happen if retailers thought of their staff as the cast of a production? Maybe they would be more careful in hiring just the right people. Retail staff need to clearly understand their role. They need to know the story. They need to work well as a team.
Both in theatre and in retail, a cast member who comes across as phony or insincere will ruin an otherwise great production.
A successful theatrical or retail production needs to have all three of these elements working together - a great setting, great lighting and great talent.
If any one of them is out of tune with the others, the audience leaves disappointed - and may not ever come back.
What are you doing to create a great retail production? Please share your comments.
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