Beginners Guide to Craft Shows

March 13, 2009

Getting ready for your first craft show? Getting face to face with your customers can be daunting, but never fear! Lori of Loriola is here to help with a craft show primer. Her 10+ years of craft show experience have taught her a lot, and she’s been nice enough to share it here so the rest of us don’t have to learn it the hard way. Read on for tips on how to make your first craft show a successful one… and the start of many more.

Congratulations! You’ve researched which shows you think will be the best fit for you, you’ve taken great pictures of your work, you’ve applied and now that first acceptance has come in. Now what? Doing your first craft show can be daunting, but if you take some time before you go to prepare you can have a much smoother, less nerve wracking experience.

Be sure to ask questions

The first step is to really think about what kind of show it is. Be sure to ask the promoters these questions if you do not already know the answers. Is it indoors? Outdoors? Will you have electricity? Do you need to bring your own tables/chairs/tent? How large is your space? Will there be food on site or do you need to pack a lunch? How much inventory do I need? What else do I need to bring with me?
That’s a lot of questions that need answers! Some of these I can help you with, so lets get started!

Indoors vs. Outdoors

There are different challenges involved in setting up a show indoors compared to one outdoors. Because the weather can be so unpredictable I prefer to do indoor shows, but in the spring/summer/fall most shows seem to be outdoors. If you are going to do outdoor shows the most important this you need is a tent, and I will recommend you invest in a 10×10 WHITE EasyUp or similar style tent. You will look more professional with a white tent and there are some shows that do not allow anything else. It will keep the sun off your head and give your display nice perimeters. There are so many other things that go in to having a successful outdoor show that I may need to write another article to cover the rest. So, to keep things simple, let’s assume the show is indoors.

Some indoor events will supply you with a table and often a chair or two, but rarely do they provide anything else. Ask how large your table is. Even if they are providing a table cloth for your table I recommend bringing one of your own, preferably in colors that match your logo. This will help you stand out from the sea of other tables. Either way, make sure your table cloth covers the entire table all the way to the ground. Nothing looks sloppier than a half covered table. Here’s one of my favorite tricks-bring risers for your table legs. I use metal flower pots from Ikea but you can get bed risers from Target. People will shop more if they do not need to bend way down to see your products. Plus, it will also set you apart from the other exhibitors. If you have electricity provided be sure to bring some kind of lighting. People can’t buy what they can’t see.

Do I need a banner? Business cards?

If you are able to invest in a nice banner go ahead. If you can’t, or don’t think you’ll be able to hang one, here’s another little trick of mine. Pick up an inexpensive frame and if you can, spray paint it to match your table cloth colors. Then just print out your logo, frame it, and put it in a prominent spot. People tend to be more comfortable handing over their money if they know who they are giving it to. If you have a large table or bigger display use a few frames scattered around. You may be tempted to include your website (if you have one) on your banner or logo, but it is my experience that if people think they can buy from you later they will wait. The danger there is they might forget about you, lose your card, decide they don’t really need that scarf/necklace/plush after all. This isn’t to say that you shouldn’t have your website on your business cards, you HAVE to if you have a website, but just don’t flaunt it.

Be sure to bring business cards. You’ll want your customers to be able to find you again when they want another scarf/necklace/plush and I’ve found that I always have sales in the following weeks from people who saw me at a show and regretted not buying from me then. You can get inexpensive business cards from a local print shop or online. Vista Prints, Overnight Prints, and 123prints are just a few of the online options.

How much inventory do I REALLY need?

Short answer, as much as you can bring. You need a full display to attract people to you. If your table looks picked over people will think all the best items are gone. You should be able to replace things as they sell to keep your table looking fresh. When I started someone shared this formula with me:

Bring 3x the amount of inventory as you hope to make at the show. Be realistic, if you think you should be able to sell $500 of product, bring at least $1500 with you. How do you know how much you should be able to sell? I think of it this way-if the show cost $50 for the day, I want to make 10x what I spent for the show fee. Otherwise I don’t feel like the show was worth my time. So assuming that at a $50 show I should be able to make $500 I would be sure to have $1500 with me.

If you can bring more be sure to bring more. You can’t sell what you don’t have. But, if you can’t bring more DON’T STRESS OUT. You can only do as much as you can do. Next time you’ll have a better feel for what you need to bring.

What should my display look like? Should my items be priced?

The first part of this questions depends too much on what you sell to really answer. Just keep it clean, keep it uncluttered, raise your items up as close to eye level as you can but keep it interesting by having items at different levels,  and be sure they’re well lit. Before you go to the show, set up your display somewhere in your house and TAKE A PICTURE of it once you get it the way that works for you. Be sure to bring the picture with you so you can refer to it while setting up. Try to use tablecloths or fabric that is solid or a simple pattern. Don’t let it compete with your fabulous creations!

As for pricing…there are some people who will disagree with me here, but STRONGLY believe every item should be priced. I absolutely hate having to ask about a price. There are a lot of people who are too shy, or feel embarrassed, and what if you’re already helping someone else? Don’t risk people walking away because they can’t see how much something costs. If you don’t want to put price tags on each item be sure to have signs that list the prices. Trust me on this one.

But I don’t want to talk to strangers

This can be very scary for some people, but it is very VERY VERY important that you make yourself available to anyone who walks near your display. You don’t need to speak to everyone; eye contact, a smile, and a little nod works wonders. Doing this will help you in a few ways.

  1. People will know it’s your display
  2. You will become approachable if they have questions
  3. It will discourage people from stealing from you if they know you are aware of them

Once you make initial contact be sure to let people take their time and look. I don’t usually talk to them again until they’ve picked something up. Then I might tell them a little something about the item (like how it’s made, my inspiration, etc). If at all possible ask open ended questions. Something that requires more than a “yes/no” answer. When all else fails I try to find something the person is wearing (like a piece of jewelry) to compliment them on. Most importantly, SMILE SMILE SMILE. When people walk away, even if they haven’t bought anything, I try to thank them for stopping by. You never know, they may come back.

Try not to eat on your booth if you can help it, and avoid DEFINITELY lengthy cell phone conversations.
This will sound like a total no brainer, but be sure to thank people who buy something from you. I can’t tell you how many times I’ve bought something at a show and not had the artist thank me. Those are the people I will not buy from again.

What to bring

Early on I bought a big tupperware tote and I keep my show essentials stashed inside. Here’s the list of necessities, and items that you never know when you’ll need.

  • Plenty of change
  • Clip board
  • Receipt book (some people will want a receipt, and it also comes in handy to take names for your mailing list)
  • Pens, lots & lots of pens
  • Bags (I’ve found that for smaller items most people don’t want bags any longer so I always ask before I give them one)
  • Risers for your table
  • Table cloths
  • Banner/framed logo
  • Price tags
  • Stapler
  • Packing tape
  • Calculator
  • Tax table for sales tax (you can print them out from every state’s website)
  • Water/snacks/lunch (I usually bring a little cooler with me)
  • Paper towels
  • Tables/chairs if not already provided (I use a tall chair so when I’m seated I can still see over my table and look people in the eye)

Remember to have fun. And I promise you that once you do your first show it only gets easier. Every show will present you with unique challenges, but the more you do the smoother they will go.

Filed under: Tips for Vendors — Tags: — Kellbot @ 9:20 am

Taking Craft Shows to the Next Level

March 1, 2009

Photo Credit Orinro Bertjohn

Photo Credit Orinro Bertjohn

Who doesn’t love a great craft show? You get to meet super awesome local artists, see and feel all the amazing handmade goodies you swoon over and bask in your wonderful handmade community. Shows are also really great opportunities to market what you make, and we don’t just mean by selling your wares at the show. If you’ve already got your booth set-up all figured out and  you came up with a comprehensive checklist of things you don’t want to forget ages ago, here are some tips for taking shows to the next level. Below are just a sampling of way to use shows as a tool for developing a loyal customer base:

  • Your current business cards aren’t good enough.
    Do your business cards stand apart from the giant stack of cards shoppers are pick up at every handmade event they attend? Make your cards something that shoppers will actually refer back to by making them useful or memorable.  Consider including an incentive on the card, such as free shipping if they include the name of the craft show in their order or a small discount on multiple items ordered within a period of time. Mention this incentive as a way to give away your cards and start conversation with shoppers (”I also have that in blue on my website. Here’s a card for free shipping if you go check it out.”)
    Don’t forget to include product images on your cards. After a long day of browsing all types of merchandise, your clever business name might have slipped that customer’s mind without a visual clue.
  • Gather a mailing list!
    Permissions based marketing (which is when someone gives you their email address or other information, along with permission to contact them with special offers) is the best way to contact people you know are interested in what you are selling. It’s information sent directly to your target market, so it’s efficient and a good use of your limited marketing time. Craft shows are far and away the best place to meet real people who have an interest in what you’re making and selling. Put out a piece of paper, start it off with a few email addresses up top so people won’t be shy about adding their own, and ask people to sign up. Be sure to follow up, sending out an email blast with links and beautiful images not too long after the event to jog people’s memory about the good stuff you have to offer.
  • Self publish your web presence!
    You work hard all year developing your ever important web presence. Make use of some of this web-cred at in person shows by taking advantage of great self publishing services to make some of this information available to people standing in front of you. Print out good, clear copies of your most popular items’ online photos and descriptions. If you’re feeling ambitious, have a small booklet printed up (try a service like Blurb.com, for example, for great professional results with little effort). This will give people something to browse at your booth, and give them great details that people often don’t think to ask at a show, such as washing instructions, tips on care, material content, etc. It’s also a great way to familiarize them what you’re all about. This makes it likely they’ll go visit your work when they’re online.
  • Open your mouth!
    When you have a shopper interested in your work, don’t be afraid to mention that if they go to your website, they can find a better selection options, like colors, sizes or patterns.  Mention that you accept many forms of payment online, and your turnaround time for getting orders shipped. Basically, you want them to know that even if they don’t purchase today, they can still find all your stuff on the internet.
  • Promote your friends!
    If you have crafty friends (and we all do), agree to cross promote one another. Promoting yourself isn’t easy for most people, but we all have sweet things to say about our talented friends. Try having some of the other vendors you know at the show wear a piece of your fabulous work – when shoppers compliment the item, your friend can tell them that you’re selling similar pieces at your table.

Most importantly, have a good time. A relaxed, easy to chat with vendor is more likely to make sales. In-person shows are the best way of getting feedback on your work, and nothing’s more fun than watching someone fall in love with something you’ve made right before your eyes. Don’t forget to support the community and do a little shopping and appreciating of handmade goodies yourself!

Filed under: Tips for Vendors — Tags: , , , — girlscantell @ 8:30 am

Maximizing your craft sale ROI

December 1, 2008

by Tracy Parker and Kristen Himsl Hunter

Have you decided to take the plunge into the craft sale scene? Tracy Parker and Kristen Himsl Hunter, crafters and co-organizers of No Coast Craft-o-rama, help you get the most bang for your buck by getting prepared and making the most of your time during the event.

Whether it’s your first time out on the craft sale circuit, or it’s old hat to you, there’s always room to make more of the limited time leading up to and during the event itself. Knowing how to get prepared efficiently and how to squeeze more value out of your day can make a huge difference to your bottom line. It’s essential to remember that shoppers want to buy from you, not a big box retailer. The more approachable, organized and welcoming you are, the more business you will get.

Preparation
In the months and weeks leading up to the event, it’s important to plan wisely and anticipate obstacles that might prevent you from having things ready by your deadline. Keeping a detailed task plan can really help minimize stress and ensure that if something unexpected comes up, you can adjust as needed.

When you’re creating your inventory, determine ahead of time how many of each item you plan to make for the sale and use the assembly line method whenever possible. For example, if you plan to make 40 aprons, cut out the pattern pieces to make 40, then sew all the red aprons, then sew all the blue aprons, etc. until you have 40 aprons ready to go. Then affix price tags to all 40 aprons, add them to your inventory sheet with the prices, and move to the next product you plan to make.

Think about also making some samples or testers so that during the event you can lure people to your space with the offer of freebies. Some simple ideas like a button with your logo, to/from gift tags or a bookmark with your logo and web site are low-cost trinkets that people love and that will entice them to spend time looking at what you have to offer. You may even want to offer a special for customers who spend a certain dollar amount or buy two of a certain product. Rewarding them for being good customers makes them happy and can bump what might have been a pretty small purchase into something a bit more profitable for you.

Take the time to carefully consider pricing your work appropriately, because it’s one of the keys to success at a craft sale. Offering products in a wide range of prices helps boost sales. Many vendors at No Coast Craft-o-rama talk about the “20-dollar sweet spot” however, each sale probably has its own sweet spot. Talk to people who have participated in the sale before and find out which products sold best for them. If customers can’t afford your $400 quilt, they may be able to pick up a set of your $25 quilted coasters. Make it easy for all kinds of customers to buy from you.

Another great way to reduce the stress of getting ready for a sale is to find out as much about the event as you can prior to the big day. What are the demographics of the shoppers? How long will you have to set up and tear down? How big is your space? Will you have wireless access? Are there food and beverage options nearby? If it’s a multiple day sale, can you leave your booth set up? Knowing these things will help you visualize and get mentally ready for what can be a very draining day.

It also doesn’t hurt to do a walkthrough of the venue and a dry run of setting up your space (at home where you can tweak it if necessary). Make sure when you’re planning out how you will display your products, you consider your vertical space as well as the table itself. Using eye-catching displays and shelving make your product stand out as much or more than your product itself. For table coverings, it’s best to use a solid color so that your product stands out, not the wacky fabric. Also plan to create a banner or cloth sign with your business name to hang prominently in your space. It should be very easy to read from a distance. If it might not be obvious what it is you’re selling or how it looks when worn, either set up a demonstration or model, or wear the item yourself. Web sites like Flickr.com are a great resource for photos and ideas you can use on how to set up a really visually appealing space, and may even turn you on to a great way to model your product!

At the event
The day of the sale, you should try to be well rested and as cheerful as you can manage. In surveys we’ve conducted after No Coast Craft-o-rama, customers have complained about certain vendors scowling at them or who don’t appear to be having any fun. As tired as you may be, the worst thing you can do is scowl at potential buyers. Ask your helper to give you a pinch if they see you looking glum! Or plan to bring some snacks and drinks to help keep you perked up. Even having a sketchbook, embroidery or some other activity to do during slow times will help you stay alert. No matter how great your product might be, shoppers are buying an experience; if they wanted a generic anonymous buying experience they’d go to Amazon.com or Target.

Another great life saver to your sanity is to get to know your neighbors, especially if you don’t have a helper to give you breaks. Offer to give them breaks in return. Consider your neighbors an opportunity; they may become a resource for you to find out about other sales or even refer customers to you. And it will be a very long day if you don’t establish a good relationship with them right from the start.

During your free time, there are several things you should plan to do. Always keep your area neat and organized. Replenish any depleted products. Make sure that you can find change when you need it. Remove any large bills from your cash box or apron and stash them somewhere safer. It’s also a great idea to stand out in front of your space and offer testers, freebies or samples of your product. Alternately, demonstrating your craft helps shoppers see the skill and time that goes into making your product. Either way, it’s a great way to bring traffic in and establish a rapport with customers. And getting out from behind your table helps you interact with your shoppers and answer any questions they might have.

Keep a lot of business cards on hand. Make sure that your business cards and any other materials you hand out have your email address and web site in a prominent place. A shopper should be able to look at your business card and remember who you are, what product you make, and how to get in touch with you. To make your life really easy, put the business cards in each one of your bags before the sale even begins. As a craft sale planner, I can tell you that customers do try to find you after the event. Having a simple, well designed business card or flyer makes it that much easier for them to contact you.

More Resources:
Flickr Group: Arts & Crafts Fairs & Shows: http://www.flickr.com/groups/craft_fairs/
Uline (Packaging Supplies): http://www.uline.com/
Overnight Prints Business Card Printing: http://www.overnightprints.com/main.php
Moo.com Business Cards and Other fun promos: http://www.moo.com/
Find Indie Craft Sales: http://www.indiecraftshows.com/

Filed under: Tips for Vendors — Tags: , , — Kellbot @ 12:02 pm

Getting Started With Credit Cards

February 2, 2008

Accepting Credit Cards at Shows

Taking credit cards at shows can mean a big boost in business, especially for higher-priced items. Many shoppers only carry a limited amount of cash and can be reluctant to spend all of it at one booth. Accepting credit cards is a convenience to shoppers that may be the difference between a purchase or not. For a new business, it may seem like a logistical nightmare. With a little research, you’ll find that accepting credit cards at shows isn’t as difficult as you thought.

Card Processors

There are a number of different options for card processing companies. Popular companies include ProPay, Discover Network, and Innovative Merchant Solutions. Some key factors to consider:

  • what cards to accept – Visa and Mastercard are the most common, but also consider American Express and Discover cards
  • setup fee – this often covers things like the cost of the imprinter
  • equipment rental – if you choose to go with a wireless electronic Point of Sale (POS) terminal, you may decide to rent this from your processor
  • annual/monthly fee – is there an annual or monthly fee for the service?
  • transaction fee – the amount of money taken from every transaction regardless of the transaction amount
  • transaction % – the amount of money taken from every transaction relative to the amount of the transaction. This is often in addtion to the fixed transaction fee
  • security fees – some processors charge a fee for transactions that do not include certain customer information like address, zip code, or phone number

Additionally, there may be fees for going a certain amount of time without a transaction.

Also consider how you would like to enter and authorize the credit card numbers. Some processors allow you to enter online, others require it be done over the phone. If you opt to go with a wireless terminal, the cards will be authorized through the terminal.

Be sure to read all the fine print when picking the processor that is best for you. Don’t be afraid to ask questions.

Knucklebusters – Accepting cards manually

The most common way to accept credit cards at shows is by using a manual imprinter, aka “knucklebuster.”

Imprinters work by placing the customer’s card on the machine along with a metal plate containing your merchant information and then imprinting the card and merchant information onto a sales slip. The cards are then processed after the show, keying them in online or by phone. If your card processor provides phone-in authorization and you have a cell phone, you can process the card on the spot.

Depending on who your card processor is, they may provide an imprinter and imprinter plate for you. Others may only provide you with the plate, or the whole ensemble may be up to you to purchase. If you must purchase your own plate, make sure you find out from your processor what information needs to be on it. Generally processors will require your merchant number, name, city, and state. Imprinters are fairly inexpensive, new ones generally cost $20-$50. A used imprinter will work just fine, but you will need to get your own plate for it. Suction cups on the bottom of the imprinter can be helpful in anchoring it to your table.

Avoiding Credit Card Fraud

Credit card fraud is a real concern, but there are a few things you can do to protect yourself:

  • Always check the signature on the back of the card and compare it to the signature on the charge slip
  • If the back of the card is not signed, ask to see a valid photo ID
  • Make sure the card has a valid expiration date
  • Get a clear imprint of the customer’s card. In the event of a chargeback, you will need this to prove that the card was presented to you at the sale.

You may ask to see a photo ID or request information such as a customer’s zip code, but in most cases where there is no reason to suspect fraud, you cannot decline a sale simply because a customer refuses to provide such information. Your merchant agreement with your card processor should outline what you may and may not ask for.

Declined Cards

Having a card declined is stressful, especially if you’re processing cards at home after the show. The good news is that in most cases, a declined card is not an instance of fraud but simply the customer going over their limit. If you do get a declined card, try processing it again the next day, or the following Monday. Cards get declined more frequently during the holiday season when folks are spending more and may not be keeping track of their credit limit.

Kelly Farrell – http://kfarrell.etsy.com
Kelly is an alumna of the Richmond Craft Mafia, and currently works out of Brooklyn, New York. In addition to selling jewelry and accessories, Kelly works behind the scenes at Etsy, Inc.

Filed under: Tips for Vendors — Tags: , , — Kellbot @ 12:15 pm
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