Have you ever dreamed of making a nice profit at craft shows? It's very possible if you take a strategic approach, says Patricia Baranyai, jewelry maker and author of Craft Show Business:How to Sell Jewelry at Craft Shows, Maximize Sales and Minimize Risk. But be patient when you're starting out.
Linda Steward
“At the beginning of my craft show career – keep in mind this was before the internet, before there was a lot of information available, it took a few years to feel things start to come together, and about seven years before I list of shows I really wanted," says Baranyai, who has more than 25 years of experience selling at craft shows in the United States and Canada. Here's his advice to speed up your learning curve:
Do your homework at local craft shows. It's not always easy to know which programs will translate into sales success for you and your product. Big, well-known shows with $5,000 entry fees may not be worth your time, and shows that seem short on time can be very profitable.
Read as much history as you can beforehand; Baranyai recommends getting a Sunshine Artist subscription to research shows before taking the plunge. Most importantly, though, visit shows in person. See how other vendors are performing in your category, how they have designed their booth spaces, and how customers are responding to their products and setup. Don't be shy about asking providers directly about their experiences, including what other programs they like best.
It can take years to accept some of the most prestigious shows on the market, but persistence and professionalism in the application usually pays off.
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Take steps to minimize your risk. Take every trip to a multi-use craft show, especially if it's expensive to get into or far away. Arrange road trips to visit stores that may be interested in carrying your product line and take time to network with new contacts at the show for future marketing. This ensures you get the most bang for your buck on every trip and makes it worthwhile even if sales are slow.
Learn how to spot a prime location. You won't always be able to pick the booth you want, but when you can, go to a corner (and pay extra if you have to). The important word to remember is facade - always choose a wide cabin over a deep one, and remember that corners offer twice the frontage of a 10' x 10' interior cabin. Max-front booths give customers a large area to browse your product line without having to enter the booth, which can feel uncomfortable or create unwanted pressure to buy.
Patricia baranyai
Corner cabin
Put some work into your booth display. Make sure people can tell what you're selling, both up close and from a distance. Professionally made booth signage with your logo is worth the investment and can increase your sales.
Patricia baranyai
Entrance booth
Practice setting up your booth before your first show so you can get a feel for scale and proportion. Try organizing your stock around a focal point, grouping items by size/price/color, and using display racks, easels, or whatever medium works best for your work. Your display should use a simple yet bold color palette to highlight your work without creating visual clutter. Also, be sure to experiment with spotlights, which can make or break your booth's stage presence.
Your ultimate goal is a cabin that feels full, warm, and inviting, but isn't cluttered. "Don't get distracted from your product," says Baranyai. "A good screen is one that is not noticeable because it shows the product very well."
The final and most important component of your booth is… you. Stand tall with confidence, make eye contact, and speak directly to your customers about what makes your product special. "The best approach is to connect people with your heart," says Baranyai. “Be warm and open and have a natural conversation. No need to be a salesman, most people don't really like that anyway."
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Bring a lot of stock. It is a common mistake of a newbie to bring little stock to sell. Your booth should look full at all times, even at the end of the day. How much should you bring? Sunshine Artist often reports sales figures for artists in their genre at a given show, so use that as a guide; make sure you have more stock than your highest sales target. If you don't have sales figures to work with, Baranyai suggests mapping out the amount of material needed to fill your booth display, then adding half back.
Market, market, market. Create professional business cards to promote your business - packaging for your products also makes a great impression. Leverage social media to let your friends, family, and potential customers know when you're showing up, and start an email list to connect with your prospects. After each show, send welcome emails to anyone who has signed up to your list.
Keep your mindset positive. The craft show business has its ups and downs, but don't let that affect your enthusiasm for what you're doing. Keep accurate and comprehensive records and use them, not your instincts, to measure your success and refine your business model as you go. Don't read too much into the meaning of poor performance or rejection from a superior program; instead, be persistent and make changes to your approach based on the facts. Above all, don't compare yourself to how you perceive others.
"You'll always end up showing yourself to someone who is confident in herself and her selling, and it's easy to wonder if you think you're not doing the same," says Baranyai. “But remember, you really don't know how well that person is doing. If you want to be more successful, the important thing is to recognize your strengths, give yourself constructive criticism, and go in the direction where there is growth potential for you.”
