Craft shows, wholesale markets, and other vendor style venues are becoming a big thing in today’s dwindling economy. Small (and large) business owners are using these venues to reach markets they normally would not. We decided we would offer up a few tips and hints to assist you in achieving success at these challenging venues.
1. Do Your Research Never choose to participate in a show you’ve never attended before as a buyer. Attending a show will allow you to scope out the competition, find the best booth locations, get a feel for the crowd, noticed the positives and negatives, and more. You might even get a few ideas on ways to display your items. Also, note pricing strategies, marketing materials, utilities, etc. You want to make sure you won’t be over or under priced. You also want to make sure you have the right signage. Those utilities are going to be important….you can’t plug in that credit card machine with no power.
2. Do the Math Make sure you can afford the show and, even more important, that you will gain something from participating in this show. Some shows can cost you as much as $500 to participate in. On top of that you have traveling expenses, advertising, equipment, merchandise, and so much more. When you Do Your Research ask vendors how well they do. Most vendors will have no issues telling you how the turn out is if you explain why you are asking. Figure up your “break even” point and keep it in mind while you are at the show. You want to at least break even. Even though you are gaining exposure you don’t want that exposure to cost too much.
3. Start Small Choose smaller shows with which to begin. This will allow you to “get your feet wet.” It will also help build your client base.
4. The Price is Right Shows vary in attendance and price ranges. For example, you wouldn’t take a $10,000 painting to sell at the local craft show where the average item is priced at $10. Make sure you price your items for the show. If you have to shave three dollars off of your price to be competitive, do so (if you can afford to.)
5. Take a Friend (or two) Shows are a lot of work! You have to unpack and setup. This can wear you out on its on. Then, you have hours worth of customer service to provide. Answering questions, ringing people up, packaging, restocking…. On top of that, what if you have to go to the restroom? to grab a bite to eat? Friends are going to be a great help. Make sure you choose carefully. You want someone who will represent you and your business well. Make sure they are reliable. Drill your product knowledge and sales technique into their head.
6. Look Busy and Professional Always appear attentive and busy. Forget books or portable media or things of that sort. If possible, take a few raw materials and work on some of your items. If that’s not possible, stay on your feet and offer your customers assistance. Smile and greet all customers. Look nice, wear comfortable shoes. Make sure you get plenty of sleep the night before. Keep your breath fresh!
7. Build a Marketing Database Offer people the chance to add their email address or mailing address to your list. Even better, offer a drawing for a gift basket or a gift certificate. This is a good way to obtain mailing and email addresses.
8. Its All About the Looks Yep, that booth has got to look nice. You need to look professional but unique. Set yourself from others somehow. Dress nice. Make sure you have plenty of merchandise for you customers to see, touch, interact with.
9. Bring the Right Stuff This is the most important part. Remembering to bring everything you need. Below is a brief list of the things you might want to bring along.
- Business Cards (Bring LOTS!)
- Brochures/Order Forms
- Pens
- Snack
- Something to Drink
- Sun Screen (if outside)
- PLENY of Change. Make sure that the first $100 bill you receive doesn’t clean you out.
- Tons of Merchandise
- Camera (Take pictures so you can keep up with what works best.)
- Bags (Large ones with comfortable handles, preferable with your name on them)
- Tissue Paper/Packaging
- Garbage Can and Bags
- Breath Mints (No GUM! Smack Smack….)
- Tables
- Risers
- Table Clothes
- Signage
- Hand Sanitizer
- Calculator
- Receipt Book
- Paper Towels
- Cleaning Fluid
- Tall Chairs or Stools
- Take NOTES (What people say, what they like, what they look at first…)
- Spending Money (Buy from other vendors…leave your business card)
- Duster
- Tape
- Scissors
- Credit Card Machine
10. Things to Leave Behind There are things you should never bring to shows. Here they are.
- Children
- Pets
- Tobacco
- Complaining
- Bad Attitude
11. Count your PROFIT Count your money and make sure you made a profit. If not, reconsider doing this show next year.
Hopefully these hints and tips will help you out. This list is by no means complete. Feel free to make additions in the comments area!