Tim and Angela Swift, promoters of the North San Diego County Antique & Collectible Show, are working with dealers to add features that appeal to more antiques collectors around Escondido, Calif.
The show recorded a better-than-expected customer turnout for its May 13, 2012 Mother’s Day show. The show features more than 50 dealers each month.
The Swifts are breathing new life into the show by appealing to a broad audience and raising the visibility of the merchandise. For instance, the addition of an auction scheduled for the June and July shows offers another draw and some revenue to offset the cost of promoting the show.
Another innovative idea brings a new level of cooperation between promoter and dealer: When a customer buys $25 worth of merchandise from a participating dealer they will receive a ticket for a $50 cash drawing at the end the show. Participating dealers donate $5 to the pot and the drawing.
The Swifts recently shared a few tips on how dealers can improve sales at the show. One of the show’s regular, dealer Janis Solis, is one of the show’s top-selling dealers based on four main sales strategies:
- Give your customers a reason to buy. Offer collectibles and vintage finds at prices ranging from 25 cents to thousands of dollars. “In this economy people may buy less expensive items now, but much more expensive items later,” Solis said.
- Treat people well (remember The Golden Rule)
- Make it fun for your customers to buy their collectibles from you.
- Become friends with your customers, everybody likes to buy antiques from people they like.
Public admission to the North San Diego County Antique & Collectible Show is free. The show opens at 9 a.m. with dealer set up starting at 7 a.m. on show days. The show closes at 3 p.m. There is no early admittance and dealers are expected to keep their booths open until the 3 p.m. closing.