Show & Event Tips

TIP 1: Find as many local craft shows or events, fairs or markets, or festivals, as you can, where you can sell your Arts & Crafts products. There are far more happening out there than most people realize. The key thing is to become aware of where they are and then, take advantage of them so that you may grow your business. It's a common-sense fact that the more you participate in, the more revenues you're going to bring in for your business.

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TIP 2: Do your own homework, and “check-up”. Most are fine, but be a little cautious of any Show or Event Promoter who “comes on strong” because they may simply be trying to fill up a show at the last minute due to cancellations.

Find our everything you need to know before hand. Find out about past years performance and if you can talk to some previous year's vendors who've been there... Find out how interested the Promoter really is in you, and particularly how well they support their participants. There's a classic problem that occasionally happens in Artisans' and Crafters' circles, with the local shopping mall or community hall Craft shows or bench shows. The Crafter comes into the show with high hopes for great success and then finds that the Promoter has done next to nothing to advertise it. If they've done little to advertise it, it will be a waste of your time and money, and the floor will be busy with vendors talking to one another, for something to do, but where are the customers? Or perhaps the Promoter just hasn't made available the best real estate for vendors booths and displays... Or they've placed you unfavourably beside a handful of others sellling exactly the same kind of products as you do... Or you can't get the pre or post hours access you'd like to for setup purposes?

Make absolutely sure it is a well-organized and well-advertised show. The ones that aren't, won't have the same vendors there next year, to be sure. You don't want to be wasting your resources frequenting the wrong kind of show. Fortunately, there are far more excellent Promoters and Organizers than the few bad ones with not-so-great shows...

FOLLOW-UP TIP: Always ask the right questions before participating in any show or event. Here's a handful of the more important ones to consider asking any Promoter...

• If they allow “handcrafted” works in the show, what is the Promoter's definition of “handcrafted”? (Or will it be full of gift resellers, the mass-produced commercial craft products sellers, and not truly artisans' hand-made works? A very good and important point some of you may be considered about...)

• Is anything else being sold at this show besides art or crafts? (Be sure you're clear on what that may be as it will have an impact on the target customer, and of course, where they spend there dollars...)

• What other shows or events have you promoted (type and location)?

• How long has this particular show been held? (Get some history on it, ask previous vendors if you can.)

• If it is a repeat show, is the individual or committee who runs it, new people? Or is there some “corporate memory”? (Is it the same staff running the show, and if not, does anyone at this year's show remember how it was run last year?)

• How many vendors return each year? What's the ratio between return visitors and new ones?

• How many new exhibitors are signed up for it? What kind of vendors are they?

• How many exhibitors are there in my art or craft category?

• Do you think my products are a good fit for your show? (Make sure you get a "real" answer for this one, not just a simple quick one to get you on board...)

• Precisely how and where is the show being advertised? (Don't hesitate to ask some pointed questions here, and be sure to get some backed up answers, not just talk or intentions...)

• What is the expected attendance? (If it is a first-year show? Ask how the figure is derived.)

• Does the show provide draped selling tables and/or chairs, or do you have to provide all your own display materials? (Be sure about any height or other restrictions...)

• Check their track record and wherever possible, check with other exhibitors. (The review they give of the show or event will typically be more “real world” than those pitching their own shows.)

Remember: You have every right to ask these kind of questions and get the answers you need before you spend any money. The Promoters do the same. If only a little thought has been put into the show by the Promoter, you should think a lot about whether it's the right show for you to be in. You want to be in as many shows as possible, but you want to spend your money wisely, and find the kind of venues that you can return to year after year... the best ones...

TIP 3: Be prepared. Have you already established all your selling policies and procedures. What if a buyer approaches you wanting to buy wholesale, or place your work on consignment in their Craft Shop or Art Gallery? Do you do special orders? International orders? Commission works? Do you want to take orders for custom designed work? Can you handle a tight time frame? What is your return policy? Think through all the different potential scenarios you might encounter, and be prepared with credible, feasible answers.

When a buyer sees that you don't have to “humm and haww” with an answer, it tells him you're not an amateur, and that you've perhaps done this before. You will be more credible and they'll be more assured about doing business with you. You may lose that buyer if you have to tell them you'll get back to them about it (because you have to first think about it or figure out what you can or can't do). Remember... the vendor down the aisle that they're walking towards, may have an immediate answer for this customer that might otherwise have been yours...

TIP 4: Be all things to all people, in any and all circumstances! If you're unable to “crack a smile A LOT” and have a sincerely positive attitude, you shouldn't be doing a show for the public... No matter how your day's going – maintain a cheerful attitude. Be grateful for the success you've had thus far in your business, and be ready to have more. You want to influence people to theirs and your advantage! You can't sell if you're down in the mouth.

It's in your best interests to be able to naturally build rapport quickly with people, making them feel comfortable and at ease. You need to be open, honest, friendly, and courteous and gracious even with those that may give you ample reason not to be. And all the while you still need to be encouraging, and I dare say, a real “servant” in your attitude and manners. Arrogance may or may not work in some posh urban venues where the whole environment is maybe a little more on the upscale side for a different select crowd of people... But, most people appreciate those that don't talk down to them or that have any “attitude”. Most of the Arts & Crafts crowd are pretty much down-to-earth people.

Make sure that you and all your show staff act accordingly, “dress for the part” as the saying goes, and are real people. Your appearance and manner can attract or detract from people from even approaching your booth. Nobody responds well to poorly-rehearsed amateurs, nor over-zealous “buzz-word” spouting hyperactive and pushy salespersons. Nor does the passive, under-spoken, timid, almost-afraid-to-talk salesperson secure many sales either... Above all, be prepared, know your stuff, but never profess to know or be more than you really are. Be yourself, and be willing to spend time with customers.

A show is a great forum for starting and nurturing some new relationships and updating old ones. Take time to socialize and network, don't just sell. And by all means, LEARN, from what you see, and from responses you receive. For those that frequent lots of trade shows, we come to see them as classic studies in human nature, and there's lots to observe... On the other side of the fence, learn how to NOT just be the creator of the works of art, but do have some sales and highly communicative skills, too. It's imperative. Customers will always come back and spend a disproportionate amount of their show time visiting vendors they saw at previous shows, where they had a great visit and were truly helped, regardless of whether they bought anything there or not... But they'll buy more readily at these people's booths, too, than they will at passionless vendors' booth down the aisle... It's common-sense and human nature!

TIP 5: Always have your prices clearly marked. The first thing most people, instinctively want to know, is the cost of a product. Give them what they want. Don't make this part difficult for them or they'll be gone in no time. In fact, human nature dictates that most people will leave before asking for information. Is that what you want them to do? It doesn't help to be chasing their coat tails on their way out of your store or out of your show booth asking them if you can help them... That's irritating and what do you think they're thinking?... “You don't want my business bad enough to put prices on it, what are you hiding?” Right??? Also, it will save your precious time by not having to answer questions about prices throughout the entire show. It's better to spend your time answering questions about your works of art, or even better, making sales!

TIP 6: What form of payment will you accept: Cash, check, credit cards? All of them? It's a well-proven statistic that you can greatly increase your revenues, by offering multiple payment methods. Yes, for the smallest businesses, offering credit card payment comes at a cost, that's sometimes too much just yet, in the life of their business. However, calculate it all out... determine if could be well worth it to offer this. At some point in an early business, if all is going well, you'll definitely take your business to that next level if you can accommodate customers preferring to pay by VISA, MasterCard, Amex, etc...

You also risk turning off the customer or them going elsewhere if you might only want them to pay cash. Checks is a different issue, that if accomodated, you must use careful discretion on, and cover yourself with. Also, there are companies that offer check guarantee service and more cost-effective credit card processing to home-based or smaller businesses. Check out all the options that may be available to you. The more you can satisfy your potential customers, the more money you're going to make. Fewer people pay with cash these days, and especially if it's a larger sum of money than typical pocket cash.

TIP 7: Are your marketing materials ready? Do you have some printed hand-outs? Always have lots of business cards, applicable brochures or flyers, etc. And if you have a lot of products... even a short-form price list or your upcoming Show Schedule ready to use as a bag stuffer or a hand-out to potential buyers, is a good idea. If they want to make a purchase at a later date, they will know where to find you. People forget what they've stuffed into their shopping bags... Depending what the product is, perhaps include a little reminder “mini-bio” ad-card or biz card tucked into the bag, or tagged to the product. It can often lead to future sales subsequent to a show.

As to bags, guess what show booths always get tons of traffic? Those that have bags hanging on hooks, free for visitors to take at will... Why? Because by the time they've roamed the entire show, they've picked up a lot of information that nobody likes to carry in the their hands or computer case. Now add to the face of the bag your Arts & Crafts business logo and some other basic marketing material and Bingo!... you've got a whole trade show floor full of customers carrying your company name around for all to see!!! Particularly great for a new company that wants to make a splash in a big and broad way! It's not a new ploy nor an expensive one to do, compared to other marketing means, but it is profoundly simple and very effective for its purpose, too.

A note on business cards: Have them available but only put a bit out at a time, for hopefully the serious shoppers, and not to oversatisfy those that are merely collecting cards for who knows what reason... We've all seen our card stocks dwindle to nothing at the big shows and we wonder where they all went, right?

TIP 8: Remember this - Offering an attractive discount at a show will oftentimes get those customers who plan on “ordering later” or were in no rush to buy now, to go ahead, and buy now. Timing is everything... get creative and flexible on the spot, sacrifice a point or two and make it irresistable! Not every situation calls for it, nor would you want to be perceived as a vendor that's always making up a price on the spot... But there's some obvious times where that little extra is all that's required. Learn when those times are and go for it! The perception of ‘incredible value’ or a ‘great deal’ will often do its own persuasion on someone who's “holding off for now” but has nonetheless been considering buying something soon.

Capitalize on human nature. Who knows how many sales are lost all the time by the well-intentioned customer who was going to buy something but then just forgot about it or got distracted, or his interest was unnoted... If someone tells you they're “very interested, but maybe another time...” Ask them what would it take to make them happy with what's catching their eye, right now, this time? If you don't ask, you don't get. People like getting that extra bit of enticement tailored just for them. It makes them feel that you're going out of your way for them, and they'll often respond favourably to it. Do it sincerely and graciously, not like a rehearsed store pitch, mind you. It can't hurt to try. If you do... it's all “plus business” that you otherwise might have therefore let slip through your hands.

TIP 9: Your display at any show or event is one of the most important parts of your business presentation. First impressions are seldom, nor easily changed. An eye-catching, unique, fully-stocked creative display, whether its your works and wares on some tables, or hanging off booth walls, will almost always attract potential buyers into your booth.

Walk around a show and ask yourself “which displays attract you and invite you in... and why?” Analyze your answer and use what you've learnt. It will invariably help you.

Don't overcrowd your display, don't mix and match everything with too much diversity. And learn to set it up, not for what's good enough for you, but for what you're learning the public responds well to (...I said it that way on purpose). Experiment. Try different things, but always be innovative. If people tell you they like your display, ask them what they like about it. Use everything as a learning experience. Dare to get some constructive criticism and tips if the opportunity presents itself. It's free counselling advice, you might say...

Plus, never forget, at the same time, to make sure any show specials or new products are displayed prominently for extra focus. After all, having a show special to increase sales won't do much good if no one knows you have them, or they're lost in the midst of everything else on display!

TIP 10: Make sure all your product is up front! There's a ton of psychology that has to do with shows... Show statistics indicate that customers do not like to walk behind people or to the back of a booth to see products. Keep everything right out front where it's directly in front of them on their trade show aisle-walk. Only place product on the back shelves or walls if you know you have enough eye-catching marketing material to draw them in to the back of the booth without any hesitancy. Otherwise, you'll be shooting yourself in the foot and they'll just walk right on and past your display.

And of likewise importance, set up your booth in such a way that it's not like the vendor's booth beside you. If you happen to set up your booth later than your neighbor, and he's set up the way you were intending to... ALWAYS do something different! You want to set yourself apart as offering something unique and different. Psychologically, people will typically skip a directly adjacent similar looking booth or display if they've just spent some time at one...Don't fall prey to this... and be passed by!

TIP 11: Make sure to bring plenty of back-up stock with you. There's nothing worse that “being on a roll” at a show and having the wonderfully pleasant problem of almost selling out everything you brought. Have some extra products sitting in your van or truck. Be prepared for this. It's wasted time and potential sales, if a customer comes back to you after walking the floor, to ask you where that great piece was that they saw earlier... and now it's gone. Have extras, and reload your shelves or display on an ongoing basis... no blank spaces or big gaps in your presentation. The silly thought that “If people see too much there all the time, it will make them think you're not selling anything”, is simply unfounded. Your art and crafts will speak for themselves. If someone sees something they like, they won't think for a moment of whether there's too much on your tables or not. Most people will go ahead and buy that special piece from you if you have just what they want, regardless of whatever else is displayed. And most customers are, more so, impulse buyers than premeditated “I know exactly what I want” buyers. If that particular work or piece is gone, some will place an order for a new one, if they want the product bad enough, but you may lose some sales by not having enough products with you. This is especially so if you see that the similar Artisan or Crafter down the way, has the type of stuff you already sold off. Remember also, a full booth always looks much better than a few things scattered about. If you're caught short on stock, at least place some of your bigger items to take up some of the empty space, right?

TIP 12: It can't be understated to say that “you must believe in yourself”. If there's one thing that customers can always sense, it's the lack of, or too much self-confidence, and also, pretentiousness. Let honesty prevail. You should never pretend to know something you don't. You don't want to risk having a customer, that this time, just happens to know what he's talking about, perhaps better than you think you do - Stay humble but confident.

On another note... should it be the case... It's okay to sense when your art or crafts is among the best on the floor... You will get to know this from the body language, facial expressions, and the eyes of the customers viewing your unique products versus others'. Just keep it to yourself and learn from it. It's great encouragement for all your hard work! Keep it up! Use what you know and continue to grow!

TIP 13: Life is a challenge and business is, too... maybe even more so. Never give up no matter how challenging it gets. Have a personal vision and a ton of passion. Add to that persistence and determination, tempered with some good ole' patience and business acumen.

Where you are today in your business, is not where you will be next month, next year, or years from now. The market is growing and as long as you do what you know to do, and keep on creating great arts & craftsworks, and keep on growing, you'll grow your business along with the market, and make a great living from it.

How many people nowadays really get to work at what they love in life? You do. Count your blessings and be grateful, my friends!

Authored by,

Daryl Stratichuk, President and Founder of A&CNet Inc.

Known as a highly effective communicater & creative writer, visionary, and products & services champion, Daryl leaves “his mark” upon people and ventures. As an acknowledged sales & marketing leader when it comes to building businesses and creating new opportunities, one of his passions is creative products & services design, and innovative marketing development. As a creative enhancer and leverager of innovative ideas and new technologies, he has a contagious passion for helping businesses become more successful. Creating new things or making existing things better has been his life. He understands like few do, the importance of reading the market and truly serving customers.

Previously, Daryl owned and operated Nexus Business Group, a successful Small Business Consulting and Creative Marketing Services firm that provided over 60 unique services to Canada's small business community. Daryl is also a seasoned Sales & Marketing Executive with over 30 years diverse experience across many fields, including Telecommunications, Professional Audio/Video and Broadcast, and the Arts & Craft Community — He spent 13 years at A.C. Simmonds, in Toronto, as Manager of Product & Business Development. Prior to that, he held various Product Manager, Brand Manager, and sales & marketing postions with various organizations.

His “creative bent” was likely forged in his earlier years as a musician, and then as a Recording & Mixing Engineer on the West Coast for numerous years. His diverse career has always been a perfected blend of new technology and the creative arts.