Guest Bio: Amy Lokken
As the inventor and founder of MüD (pronounced Mood) Modular, Amy Lokken has over 15 years of experience in the design world. She has worked extensively in retail design on a national basis as well as working with small businesses and corporations to best showcase their product or services. In 2009, she began to develop the concept of a modular display system that could be set up in minutes and deliver a dynamic, and high impact presentation. With a background in Industrial Design and a keen eye for visual impact and a down to basics ability to understand the human psychology makes her a “go to” person for anyone who needs to wow customers at a meeting, trade show or event. A graduate of the Colorado Institute of Art and Design in Denver, Amy resides in Eau Claire, WI with her husband, Chris and dog-daughter, Miki.
The Prosperity Dimension™ 007: Show Notes
Amy says that her MüD Modular System breaks all barriers of what people would normally consider a trade show display to be, as it’s constructed in a 3-D aspect.
“I really believe we’re viewed on 360-degree (angles); why not utilize every angle of that?”
Magnets are used to construct the displays, which can be quite tall. Nicole’s MüD display is about 8 feet tall, but it breaks down so it can be moved easily in carrying cases.
Amy wanted things to be simplified, so anyone could set up their display with minimal instruction and able to transport it anywhere.
“A five-minute set-up is great, but a five-minute takedown is better.”
Amy shares that she actually sold her first prototype of the product.
“My product changes things constantly. In a sense, I’m always selling my prototype; I’m just making it better.”
Doing this works well for the clients who have been with Amy since the beginning, as they’re constantly getting free upgrades.
Amy notes that her journey to develop the first product “took 50,000 miles” and 15 years in the shopping center industry doing retail and visual merchandising.
“I’m always someone who’s looking for ways to make things better”
Amy left that industry to control her own destiny in 2008. She knew you have less than 4 seconds to make an impression on a customer, and this is done often from a distance of about 30 feet.
Floor graphics are effective because subconsciously, it’s the first thing someone notices upon entering a store. She adds that people’s perception of what they initially see becomes their reality.
Nicole gives an example of a publisher changing a book’s cover due to poor initial sales, and it became a best seller. The cover was the only thing changed, and the content of the book remained the same.
Amy shares that people don’t read a lot of words or text on signage.
“It’s how we use the words that are there to start a conversation.”
Nicole likes how Amy has played on people’s misperception of her company’s name, MüD, and turned this into an advantage and as a way of opening a dialogue.
Amy says that she can build a beautiful display for her clients, but engagement with their potential customers is crucial. A mistake that people make are not engaging with a customer and asking the key questions to learn about him or her. This feedback is important, and can act as a survey for your business.
“Be authentic and real, and take the sales aspect out of it.”
You should also be willing to push yourself outside of your comfort zone, as people will notice you that way when you’re comfortable with who you are. Like a magnet, they will be drawn to you.
Nicole says that the skills used for Cosplay can be used to figure things out in your business.
Amy’s dad taught her how to weld, and she took welding as a course for her Industrial Design degree. She says that inventing and re-creating things are “in her genes.”
She asks people to take a picture of their display set-up from every possible angle, starting with the furthest point away. This is where people will first see your display.
“That’s what people are seeing, not what you’re seeing”
MüD Modular Website