filling the stock? Is your market littered with full and empty contain- 

 ers. Put them out of sight. 



Price signs are important. Grocers call them shelf talkers. They 

 tell the customer the prices without her having the embarrassment of 

 asking you. People don't like to ask prices if there is a risk they 

 won't buy that item. "Knowing" these things help consumers satisfy their 

 need for achievement. 



The highway signs and advertising that marks the approach to your 

 market also projects an image. A Beverly Hill Billy effort with multi- 

 size letters , wrong spelling, and runny paint smudges and a board or 

 two hanging off the sign can hardly be expected to project an image of 

 quality and imagination. Signs should be attractive, colorful, neat, 

 and readable. Signs should give information immediately pertinent to 

 the consumer who is driving past in an auto. Tell briefly what you sell, 

 how far ahead your market is, which side of the road, and price informa- 

 tion on one or ti»70 of your "special" items. Signs should be spaced 

 along the highway well ahead of the approach to the market in sufficient 

 numbers (say 3 or 4-) to catch the glance of that 60-70 mph. driver. 

 They should, at a distance, give time for the information to register 

 with the customer and permit time to plan a turn off at your market. 

 If possible, provide an extra "lane" for traffic to enter into and slow- 

 down before turning. Sixty to seventy feet would be good. Mark this 

 lane with a sign. Make the actual turnoff curve wide and smooth rather 

 than a sharp turn. Provide adequate parking that doesn't block the 

 drive-in area. 



These things, together with lighting, landscaping, well-kept build- 

 ings and clean, well-groomed personnel are crucial to your roadside mar- 

 ket image. They help meet the consumers' need for security, achievement, 

 recognition and new experiences. 



Project a favorable image of your roadside market through your ap- 

 pearance, your good manners, the market's cleanliness, and a tidy, gay, 

 glamorous and exciting atmosphere. Your market can project an image 

 which creates the consumer attitude that shopping is rewarding, pleasant, 

 exciting and fun. 



You might also consider the notion of combinations of enterprises 

 in your roadside market--gift shop, refreshments, even children's pony 

 rides or a "roadside zoo" that draw consumers to your operation because 

 they are nearly always indulgent toward their children. Also, these 

 things help give a roadside market a uniqueness in its bundle of attri- 

 butes that could well attract families on their weekday, evening and 

 Sunday afternoon drives. 



What uniqueness of personality does your market have? 



Does your market have the right face, the wrong face, or is it just 

 a faceless nothing? It's how the consumer sees it that matters --consumer 

 perception is the key. 



