Ye might not think a modern small business owner can learn anythin' from the Renaissance Festival, except that joustin' never really lost its appeal t' the 8-year old kid in us all.
But if ye look closer, ye'll see that all those stores are independent small businesses -- and with most RenFests getting an average of 15,000 visitors per day, there be a lot of pressure t'be better than the next guy sellin' ear-rings made out o' feathers, or cell-phone covers made out o' leather and deer antlers.
Location, Location, Location
Nobody shops at t'first store inside t’entrance to t’Renaissance Festival. They just don't, not on t’way in, anyway. There usually be dozens of Shoppes in t’festival grounds, and dozens o' places where ye can buy burnt meat on a stick, arrr. Like any other shopper, RenFest patrons be discerning, and will check out t’competition before opening their coin pouch. Getting yer product priced right at a port where savvy shoppers have checked out t’competition, and finally be ready to buy, be t’best way t' maximize yer sales opportunities, matey. Setting up near a tavern also has its advantages, because when people sit t' eat, they looks at what's going on, and if they be looking at yer store fer a good long while, ye've a better chance of selling stuff, me hearties.
Put On a Show
If t’first rule o' Fight Club be not talking about Fight Club, t’first rule o' RenFest be "nothing attracts a crowd like a crowd." Fake accents, grown men wearing Errol Flynn's hand-me-down tights, and buxom wenches on stilts wearing jester hats while juggling swords that be lit on fire will all make people stop and look. And if they be stopping t' look it means ye have their attention. What ye do with their attention when ye have it, well that be another thing.
Give Stuff Away
People like free stuff, matey. Just check out yer local craigslist listings fer free stuff. Count how many broken TV sets, futons, patio chairs, truckloads o' firewood, and VHS tapes people be giving away. People like free stuff. So ye have t' give a little bit. That's not t' say ye have t' lose yer Shoppe -- ye can be smart about it. Give raffle tickets fer free stuff with every purchase - any purchase. Give people a reason t' come back t' yer Shoppe, matey, because t’more times they come back, t’more likely they be t' buy something. And if they be coming back t' yer Shoppe they be not spending their pieces of eight at yer competitors.
Uniforms Be Fun!
Whoever thought that pirate hats could be part o' yer corporate identity? Or bodices, fer that matter? Where else can ye direct customer inquiries to t’wench in t’leather corset and thigh boots? Okay, don't be answerin' that, arrr. Most big corporations also have a dress code, whether it be a branded polo shirt or a baseball cap -- these let shoppers know that t’individual wearing t’uniform be knowledgeable, and be there t' provide assistance.
T’Money be in t’Margins
RenFest Shoppe-owners know that they be not only space-limited, but also time limited. Most RenFests be weekend-only affairs, so sellin' through inventory be critical -- t'maximize profits in a short space of time, as well as not breaking t’bank when ye give stuff away, it be important that ye get t’product with t’biggest margins in front o' yer customers. Buy low, sell high be t’key to successfully running any business venture, but fer RenFest proprieters, moving unsold product to t’next town means more stuff to pack up, matey, and that takes time and time carries a cost. Sometimes it be just more effective t' sell yer wares at wholesale prices, if doin' so reduces a different cost. And that be why ye should go t’RenFest at t’end of t’last day if ye be looking fer a great deal on a scimitarrrr.
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