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cherry tarts from USDA and various state universities. Much of this 

 material could be used effectively at the point of sale, but isn't. 



(8) Create a gay festive atmosphere at the point of sale by using 

 streamers, crepe paper, banners and so on, however, don't overdo it. 

 Exercise good taste--exercise restraint. 



(9) Here are some general principles for effective displays and 

 shelf talkers: 



(a) Consider interest impact- -headline, art work, make-up, 

 size, color, etc. 



(b) Use persuasive power--so that the consumer feels she has 

 to have the product. 



(c) Consider communication quality of your message--does it 

 tell the consumer what she wants to know? 



(d) Consider timing factor--display in harmony with the sea- 

 sonality of the product and the time the consumer will 

 derive greatest benefit from it. 



(10) Ideas for Special displays : 



(a) In summer, group picnic items on a picnic table. You 

 could use mimeographed lists of items needed for picnics, 

 beach parties or vacation. 



(b) Use of shopping cart displays or other mobile displays. 

 This permits changing items to customer traffic locations 

 without disturbing customer shopping patterns. 



Ads and Promotions are closely related to point of sale and displays 

 in so far as consumer motivation is concerned. Roadside markets located 

 around the outskirts of a specific city, town, or trading area, might 

 develop cooperative ads in the newspapers --like supermarket food ads. 

 This idea might even be developed along the lines of the Roadside Mar- 

 ket Circle for a family auto drive. One special for each of the road- 

 side markets could be advertised and a map of the "Magic Circle" com- 

 plete with points of interest and attractions could be marked on the ad. 

 This could cut the cost of advertising and establish a customer traffic 

 pattern. 



Personnel is a very crucial part of the total bundle of attributes 

 you are merchandising at your roadside market. Be clean, including fin- 

 ger nails. Be appropriately well groomed. Be courteous. Be friendly. 

 Be honest. Be sincere. Don't hound your customers like a private eye — 

 simply be conspiciously available should they need help. Be informed 

 about your products, their qualities, varieties, uses and storage prob- 

 lems. Remember the customer's needs for recognition, security, achieve- 

 ment, and new and pleasant experiences. 



