Sometimes, less is more: from advertising to displaying products, here's how to do more with less

Art Business News, Nov, 2003 by Murray Raphel

I recently heard a radio ad for a big sale at a local furniture store. The excited announcer said a dining room set that originally cost $300 was on sale for $249, a $2,000 leather sofa was available for one-third off, and a kitchen table and four chairs that cost between $250 and $400, "are now on sale for as as low as $199!" And--if you dropped into the store's lamp department--you had your choice of dozens of floor and table lamps for almost half the original price.

The list went on and on, very quickly to fit into the 30-second time slot. When it was finally over, I turned to my wife and asked, "What did he say?" Her answer: "I haven't the slightest idea."

When it comes to advertising, remember that less can sometimes mean more. Or, in the words of lawyer/poet Johnny Cochran, "When in doubt, leave it out!"

When advertising your gallery's products on the radio, television or in print, limit yourself to promoting one artist, category of paintings or special offer at a time. That way, you won't risk losing your audience.

You can also use the "less is more" technique for your direct-marketing campaigns. Experts say the best way to compose a direct-mail letter is to write down what you want to say, then eliminate the first or second paragraph. It cuts down the copy and helps you focus on what you want the readers to consider buying. Remember, each word must quickly move the story of your sale forward, while maintaining the readers' interest.

Less can also mean more when it comes to the number of items you stock in your gallery. You might think that the more items you stock, the more you will sell, but this isn't necessarily true. For example, at my clothing store, we decided to place a sale rack at the front of the store. That way, customers would immediately stop, look and, hopefully, take advantage of the bargains.

The concept ended up working so well that we continued to fill the rack with more clothes. But soon the rack was so overstocked that customers couldn't move the merchandise to see what was available. Sales fell. It was only after we trimmed the selection back down that sales bounced back. So, in that case, less was definitely more.

Another example is the 40-year-old German supermarket chain Aldi. Today the company's small stores are located in 10 countries, including the United States, France, Denmark, Ireland and Australia. Aldi is different than most major supermarket chains. Customers pack their own bags, and the stores have few fancy displays and even fewer national brands. The company specializes in private labels that cost as much as 30 percent less than national brands. While most supermarkets stock thousands of items, Aldi stocks hundreds.

Does this concept work? It seems like it does. Aldi was recently ranked among the top 20 retailers in Europe by Retail Intelligence, a European research organization.

Another firm believer in the less-is-more philosophy is Sol Price, who is often regarded as the father of the warehouse-store concept. His Price Warehouse Club stores caught the attention of another retail guru, Sam Walton, who would often visit Price's stores to get ideas for his own Wal-Mart stores.

While interviewing Price a few years ago, I asked him about his formula for success. He said he was a firm believer in "the intelligent loss of business." While researching the items carried by other chain stores, he found that, in most cases, 80 percent of the stores' sales came from just 20 percent of their inventory.

Thus, Price decided not to stock slow-moving items and concentrated on merchandise that sold quickly at other stores.

How can the less-is-more philosophy enhance your business? Here are some ideas.

Give Art Some "Breathing Space"

During a recent visit to a department store, I found it difficult to maneuver through the first floor because there were so many racks of clothing positioned next to one another. Since I couldn't see anything but masses of fabric, I left the store.

The point is: Don't overcrowd your gallery. Think of it as a museum. Museum walls are not crowded with artwork; each piece is given ample wall space so patrons can enjoy it without feeling overwhelmed by other paintings vying for their attention.

Have an "open look" in your gallery. Make sure that when someone walks in, he sees a neat, attractive and bright space, as well as lighting that highlights individual paintings. Also, try to avoid clutter. There shouldn't be an accumulation of books or folders on your floors. You should also make sure that all of your moulding samples are nearly positioned on an easy-to-see wall display in your gallery's framing area.

Create Displays That Toll a Story

Don't hang Western art next to airplane art next to Civil War art next to Impressionistic art. In other words, don't confuse your customers. Each style of art has its own story. Keep each style separate so customers will go to the paintings in which they are interested.

Use E-mail, But Also Write to Customers

Are you building an e-mail list of your customers? Good idea. It's an inexpensive way to keep in touch with them and send them your newsletters and updates.