Driving Profitability at Art & Craft Shows

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Driving Profitability at Art & Craft ShowsIntroduction

Six Tips for Being an Art & Craft Show Marketing RockstarChapter 1

Eliminate Theft at Art & Craft ShowsChapter 2

Fair Game: How to Maximize Your Art and Craft Fair ProfitChapter 3

Table of Contents

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Driving Profitability at Art & Craft ShowsIntroduction by Courtney Dirks

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Now that we’ve covered how to prepare for art and craft show success in our most recent eBook, let’s talk about driving profitability at your next show. Whether you’re just testing the waters of applying and vending at your first show or you’re a seasoned art and craft show veteran, we’ve gathered some phenomenal insights to help you take your art and craft show profitability to the next level.

In this eBook, we will cover how you can:

• Become an art and craft show marketing rockstar

• Eliminate theft at your shows

• Maximize your art and craft fair profits

Implementing these tips will put you on track for more profitability at your shows. Wishing you all the best for art and craft show success!

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Six Tips for Being an Art & Craft Show Marketing RockstarChapter 1 by Andrea Mansfield

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There are 2 ways to direct traffic to your business, website, products, and upcoming art or craft show-you can build it or you can buy it. Five of the marketing

tips provided here are about building that connection through relationship marketing and the final tip is about buying your advertising through a great invention, pay per click advertising.

The show itself will do some advertising and it may also be a show that already draws a pretty big crowd. However, don’t miss an opportunity of getting someone through the door that is there just to buy from you. Marketing is a major component of your small creative business-no matter if you’re a hobbyist or not. As soon as you set up a table and sell your work you are operating as a business and your customers will expect that!

Tip #1 Pay Per ClickAdvertising is exactly that-an ad! But in the world of saturated advertising you really can’t afford to compete with companies that rule the roost of print advertising. No matter how you view your creative hobby, as soon as you place a print ad out in the world you are in the

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Six Tips for Being an Art & Craft Show Marketing RockstarChapter 1 by Andrea Mansfield

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mix of every ad remotely close to your industry out there. To help target your exact audience I recommend using pay-per-click advertising on Facebook and through Google Adwords. You can input the exact age, gender, city, and hobbies or interests for the customer you are after and your ad will show up where they are! This is pretty inexpensive (as low as $0.72 per click!) and you can run an ad for a couple weeks to test the waters and determine how much traffic it is driving.

For art and craft fairs I recommend placing an ad targeting your customers who already have an interest in craft and artisan fairs. Run your ad 2-3 weeks before your show and end it the day after.

Tip #2 Start Talking Well Before Your ShowEffective marketing takes time to build and to develop a decent return in both traffic and sales. Start building anticipation for your craft show at least a month in advance-use this time to talk about the event, what

new products you will be releasing there, and include sneak peeks of your show prep. These make for great blog posts, Facebook updates, and Twitter feeds. Talk about your show at least 2 times per week for the entire month leading up to the event and make it a personal invitation for your readers and customers to come see you there.

In addition, give them information on how they can find you once they arrive. Art and craft shows can be big and overwhelming! Don’t tell them your booth number because once a show is set up these are typically covered up-instead talk about your display and what markers to look for to find you.

Tip #3 Get InvolvedAs soon as you are accepted into a show email the show director(s) and ask how you can get involved. They might have an ad book you can write a DIY article for, or maybe there is a grab bag at the door you can add something

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of value to. Getting involved is a genuine way to drive referrals to your booth! When someone feels like they already know you they want to buy and support you. Don’t just advertise with them, give away something of value and build report with a customer well before they even come to your booth and meet you.

Tip #4 Take to the StreetsMost art and craft fairs produce advertising literature or postcards to be handed out all over your community, so lend a helping hand! Volunteer to take a big stack (a couple hundred) to businesses they have not already posted at. Hand a small stack to friends and have them distribute them as well. Don’t stop with community boards-ask stores if you can leave a handful on their counter and also hand cards to your barista, hair stylist, trainer, walking group friends, your book club attendees, at your child’s school, or daycare. Treat this show like your storefront, how would you want it to be talked about? Go spread the word!

Marketing during and after your show are just as important as getting your customers to come see you. Plenty of sales can roll in a few days after your show has wrapped up and those connections you made during your show will pay off.

Tip #5 Network Your Heart OutSetting up and tearing down a craft show is overwhelming and most vendors are not in that networking mood. Invite a friend or family member to watch your booth for 45 minutes to an hour and go network your heart out! Talk to vendors with a similar medium as yours-these connections are quite powerful and will always open doors more so than trying to have a competitive spirit. Also talk to vendors that compliment your medium-for example if you are a jewelry maker talk to other accessory vendors, if you are a collage artist talk to a textile designer, and if you are a textile designer go talk with a bath and body products maker. Complimentary vendors’ customers might also be your customers, so start the conversation! This networking can lead to guest blog

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postings, cross-promotional giveaways, and even product collaborations.

Tip #6 The eCampaignNow that you found your customers don’t let them out of your sight! We have all heard this before but it stands true-it is easier to retain a customer than to find a new one. I recommend putting out an email sign-up sheet at your booth, but since you are not the only one with a list offer some incentive to get them to sign up then make sure to follow through! Tell them exactly what they will get for being on your email list-and don’t make it all about you. Don’t spam your email list with just promotions, upcoming shows, product announcements, etc. For every 10 emails you send out make 1 about your work and the other 9 something of value to your customers. For example, since you are an expert in your industry what of value can you teach? What insights about trends can you shed some light on? Think about what you would want to learn and give it to your customers.

Marketing takes time but it doesn’t need to consume your business. It should feel natural to talk about what you do! No one else will market your business for you, so make it a part of everyday to put your business out there.

Related Articles

– Top 5 Ways Your Friends Can Help You With Your Business

– 4 Ways to Market Your Product Effectively

– Working Your Network: 5 Ways Networking Can Boost Your Business

– Tips and Tricks for Google Adword Success

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Eliminate Theft at Art & Craft ShowsChapter 2 by Lucy Clasen

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Art and craft shows provide a wonderful opportunity for all of us to share and sell our work and although it's a fun and friendly environment, it’s also important

to be vigilant about deterring theft. Here are 7 ways to eliminate theft at art & craft shows:

1. Greet CustomersMake sure to greet everyone who approaches your booth. This encourages sales, makes customers feel welcome and discourages shoplifters. I've found that many suspicious people will turn and leave if you give them a friendly greeting and make eye contact. If you can identify someone, they don’t want to be caught taking something from you.

2. Have A Partner & Be ObservantIt really helps to have two of you in the booth. One can work with customers while the other rings up the sale. That way you can always be observant and give good customer service at the same time. Having a partner or two to work your booth is one of the best ways to deter theft. An extra set of eyes can hinder a thief's attempts and don't ever leave your booth unattended. Asking other exhibitors to cover your booth while you

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Eliminate Theft at Art & Craft ShowsChapter 2 by Lucy Clasen

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step away isn’t ideal as they may be busy and this opens the door for experienced craft show thieves to visit your booth and walk off with items.

3. Set Up Your Display To Discourage TheftArrive early and set up your display so nothing is out of your sight. This is especially important with your cash. Wearing a vendor apron with money pockets or a fanny pack to hold your money is very important. Don’t leave it lying around where someone could pick it up.

Some display items such as T-Bar necklace displays (for jewelry) make it more difficult for anyone to take an item, but you must also be ready to take the item down for potential customers to see at close range. I display my metalwork jewelry items in gift boxes so it is more obvious if someone picks it up to walk away with it.

Some other displays, such as display cases can help keep thieves away, but you also may be limiting

a buyer from being able to touch the item and this can discourage them from making a purchase. If you have very small items this may be essential as small pieces can easily fall victim to the five-finger discount so placing these items behind glass or Plexiglas discourages many thieves. It’s important to be aware of the displays you use and the way that you arrange them as they may attract or deter thieves.

4. Be A Good NeighborHaving a good working relationship with your neighbors will also deter theft. After you setup, be sure to clean up boxes and packing material...clutter may make it easier for a theft to occur. Also, be sure to be completely set up when the customers are allowed in so you're not distracted and can pay attention to potential customers. Giving yourself this extra time to set up early will also prevent you from creating disturbances for your neighbors and discourage shopping.

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Eliminate Theft at Art & Craft ShowsChapter 2 by Lucy Clasen

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5. Show LiabilityRead and understand your agreement with the show officials. A typical contract states that the vendor's property left on-site is at the vendor's own risk and not the show's responsibility. Most contracts state that the show organizers are not liable for theft, vandalism, damage and/or loss of property. If you leave your display intact at the end of the day be sure that everything is secure. This can be prime time for someone to come in and take items from you.

6. Consider InsuranceMost insurance companies offer two types of coverage for artists and crafters.

• General Liability Insurance: General liability policies cover property such as workplace, vehicle, and exhibition sites. Some include medical and product liability to cover in case there is an accident on the premises, etc.

• Fine Art Policy: The fine-art policy simply covers the artwork. Some shows require the vendors to carry insurance. Shop around since rates and coverage vary from company to company.

The type of insurance you want depends on the type and cost of the items you display.

7. Rearrange Your DisplayShows running more than one day offer an opportunity to rearrange your booth for the subsequent day(s). Analyze what worked and what could be a better arrangement. This gives you an opportunity to make your space more secure. There is an added benefit as some shows offer many repeat attendees who can be turned into repeat customers the second day if the booth is arranged to have different products visible.

Ultimately, your items are at risk when unattended and unwatched. It is prudent to keep a watchful eye on potential customers even when you are dealing

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Eliminate Theft at Art & Craft ShowsChapter 2 by Lucy Clasen

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with another customer. Remember, one person may ask questions just to distract you so another person can take items from your display. Vigilance is required at all times.

Related Articles

– Preventing Pet Peeves at Art and Craft Shows

– Business Advice for Emerging Artisans from the Artisan Community

– Sarah Early’s Helpful Tips for Running a Successful Booth

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Fair Game: How to Maximize Your Art and Craft Fair ProfitChapter 3 by Molly Fisher

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With the spring/summer craft fair season well under way, you might be wondering, "Is it worth it to do art and craft fairs?"

We interviewed successful craft business owners and an event organizer to find out the real costs of doing local fairs, how much money a vendor can expect to make, how to judge the success of an event, and how to maximize results. Read till the end, and you'll get a handy summary of 7 Strategies for Craft Show Success.

How to Maximize Craft Fair ProfitThe full cost of participating in craft fairs is something a lot of vendors don't think about when calculating their net profit.

Yes, there's the cost of the booth space, which typically ranges from $30 to $250 for smaller shows, and up to $800 for multiple-day events and juried shows.

But what about promotional materials, marketing costs, booth/table decorations, tents (for outdoor shows), signage and displays? It all adds up.

The best strategy for getting a return on your investment is to plan on doing many art and craft fairs – don't hang your hat on the success of one. Participating in several

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will allow you to find the craft fairs that work for you, and get more value from all the gear you bought.

For example, if you do 12 shows a year, your signage and pop-up tent will cost 1/12 of its initial cost when you calculate the return on investment for each show. This means the percentage of profit you make for each item you sell is more.

How Much Are Craft Fair Vendors Really Making Per Show?Based on feedback from the vendors I spoke to, profits vary greatly from show to show.

"I have done shows for a $30 booth fee that grossed more than 10 times that, and also shows that barely broke even," said Meilin Chan of Two Eggplants handmade soap company. "Pick your show wisely. Go to the show as a buyer [first] and see if the merchandise fits your style and chat with vendors."

There are a lot of variables to think about here: a business owner should not expect to just set

up a table at any show and watch the dollars roll in.

"While show organizers typically do promotion for the entire event, it's up to you to activate your network of friends and family members," said Lish Dorset, one of the organizers of Handmade Detroit. "From Facebook to blog postings and word of mouth, make sure your friends know to check out your show."

Choosing a show that suits your product and prices, actively marketing your attendance, and keeping booth/attendance costs low are all factors that will influence your art and craft show success.

Aside from making money, are there other benefits to participating in art and craft shows?All of the business owners I talked to said being face to face with potential customers can give you valuable insight on your product – the kind of rich market research that can help you build your business.

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"I launched my business in November of 2007 at my children's elementary school craft fair, said Tina Hill of Kidzsack. "My initial costs were around $200 and $75 for the craft space. With the help of two other moms, I made up about 100 Kidzsacks to display at my craft table and sold out of my inventory.

"It was then that I realized that I have a good idea and one that moms and grandmothers will buy. I believe that the craft fair was the best market research that I could have done. In my first year of business, I generated $30,000 in sales and in my second year of business, I did $60,000 in sales – all this started with a craft fair."

Also, for products that have a "touch and feel" factor (natural skin care products or soaps, for example) offering samples is a great reason to do craft shows.

"My products are really something that need to be tried and tested," said Melanie Downey, founder of Wilava:For Premium Skin.

"Meeting people and letting them try my products at shows has been the best way [for me] to attract new

customers. If I can get someone to try my products, they usually become long-term, loyal customers." This is the kind of crucial customer interaction that cannot be replicated online.

How Can You Tell If You Have Had A Successful Craft Show?Almost all of the creative entrepreneurs I spoke to stressed the importance of setting concrete sales goals before the show to measure its success.

Some calculate a goal based on booth fees to keep it simple:

"If shows are local, grossing 8 times the booth fee is acceptable," said Meilin Chan, owner of Two Eggplants.

"My goal is usually to make 5 times my booth fees for that particular event," said Michelle Ciarlo-Hayes, MKC Photography.

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Others look solely at profit after costs per show:

"For me, a very successful show isn't measured by how much profit I've made that day," says Melanie Downey of Wilava: For Premium Skin.

"I try to keep the cost of my products affordable, so I have a very small profit margin. Even though my booth is always busy, and other vendors always think I've hit the mint with my sales, I try to offer a variety of sample-sized products ... so my profit usually just covers the booth fee, my lunch, and maybe a small hourly wage for being there. But every show I've done, I've considered a great success."

So, to recap all that, here are 7 Strategies For Art and Craft Show Success:

1. Keep Costs Low

Design your booth to attract attention, but don't break the bank at the beginning. You can always add to your booth later as you make sales.

2. Market your attendance before the show

Use your mailing lists, your Facebook followers, the local Chamber of Commerce list, and any other marketing channels available to you to market your attendance at your local show. Include a booth number and location if they are available to you and even consider offering an incentive for anyone that visits your booth.

3. Pick Your Show Wisely and Price Appropriately

Attend shows as a buyer before you ever sign up to do the show as a vendor. This will give you a good idea of what people are buying, what price points they are comfortable with, and what your competition is doing.

4. Gather And Share Contact Information At The Show

Plan to have an email sign-up sheet, business cards and sales sheets in your booth. This can be a fantastic opportunity to grow your marketing list and follow up with new contacts who were interested, but didn't convert to a sale at the show.

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5. Stay Active

When you are at the show, don't jump on passers-by to get them into your booth – instead work on the art and crafts in your booth to draw attention. People love to see how things are made and that will bring people to you.

6. Plan to Attend Many Shows

Too many small businesses only budget for one show and if it doesn't work out, they never try it again. If you go into doing shows knowing that some will work for you and some will not, you can plan a budget that makes sense over time. Your initial costs will be the greatest, but if you do many shows, you will come out with a profit.

7. Set Sales Goals

Setting specific goals for your attendance will focus your efforts and make sure you know whether this is a show you should continue to do in the future.

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– How to Set up a Craft Booth that Customers Can’t Resist

– 5 Tips for In-Person Business Meetings

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Contributors Courtney Dirks is a founding team member and Community Ambassador for Meylah with a background in commercial real estate, communications, and sales. She also runs her own small business; CourtneyRian Designs which specializes in every day wear and bridal jewelry designs.

Andrea Mansfield, founder of brand & bloom, coaches small and creative businesses to the success of their dreams through their brand.

Lucy Clasen is the owner of LuDesigns Jewelry and Greeting Cards, she lives in Chicago and designs Metalsmith, Artisan and Custom Jewelry.

Molly Fisher has more than 10 years’ experience building brands and social networks for leading companies such as Schooldude.com and Burt's Bees as well as several other clients. She currently runs Craft Ideas WeeklyFacebook Community, the CraftIdeas Weekly Blog, and works as an eCommerce and Social Marketing Consultant in Chapel Hill, NC.

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LicenseThis work is licensed under the Creative Commons Attribution Non-commercial No Derivative Works 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/byncnd/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA

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