Whether you’re just testing the waters of applying and vending at your first art and craft 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 and 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!
1. Driving Profitability at Art & Craft Shows
volume 6
Meylah’s eBook Series for Artisans
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Table of Contents free eBook series
Driving Profitability Eliminate Theft
at Art & Craft Shows at Art & Craft Shows
Introduction Chapter 2
Six Tips for Being Fair Game: How to
an Art & Craft Show Maximize Your Art
Marketing Rockstar and Craft Fair Profit
Chapter 1 Chapter 3
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Introduction 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!
Photo credit: Images_of_Money
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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 Click
Advertising is exactly that-an ad! But in the world of
Photo credit: alonis
saturated advertising you really can’t afford to compete
with companies that rule the roost of print advertising.
There are 2 ways to direct traffic to your business,
No matter how you view your creative hobby, as soon
website, products, and upcoming art or craft show-you
as you place a print ad out in the world you are in the
can build it or you can buy it. Five of the marketing
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mix of every ad remotely close to your industry out there. new products you will be releasing there, and include
To help target your exact audience I recommend using sneak peeks of your show prep. These make for great
pay-per-click advertising on Facebook and through blog posts, Facebook updates, and Twitter feeds.
Google Adwords. You can input the exact age, gender, Talk about your show at least 2 times per week for
city, and hobbies or interests for the customer you are the entire month leading up to the event and make
after and your ad will show up where they are! This is it a personal invitation for your readers and customers
pretty inexpensive (as low as $0.72 per click!) and you to come see you there.
can run an ad for a couple weeks to test the waters and
In addition, give them information on how they can find
determine how much traffic it is driving.
you once they arrive. Art and craft shows can be big
For art and craft fairs I recommend placing an ad and overwhelming! Don’t tell them your booth number
targeting your customers who already have an interest because once a show is set up these are typically
in craft and artisan fairs. Run your ad 2-3 weeks before covered up-instead talk about your display and what
your show and end it the day after. markers to look for to find you.
Tip #2 Tip #3
Start Talking Well Before Your Show Get Involved
Effective marketing takes time to build and to develop As soon as you are accepted into a show email the show
a decent return in both traffic and sales. Start building director(s) and ask how you can get involved. They might
anticipation for your craft show at least a month in have an ad book you can write a DIY article for, or maybe
advance-use this time to talk about the event, what 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 Marketing during and after your show are just as important
referrals to your booth! When someone feels like they as getting your customers to come see you. Plenty of sales
already know you they want to buy and support you. can roll in a few days after your show has wrapped up and
Don’t just advertise with them, give away something those connections you made during your show will pay off.
of value and build report with a customer well before
they even come to your booth and meet you. Tip #5
Network Your Heart Out
Tip #4 Setting up and tearing down a craft show is overwhelming
Take to the Streets and most vendors are not in that networking mood. Invite
Most art and craft fairs produce advertising literature a friend or family member to watch your booth for 45
or postcards to be handed out all over your community, minutes to an hour and go network your heart out!
so lend a helping hand! Volunteer to take a big stack Talk to vendors with a similar medium as yours-these
(a couple hundred) to businesses they have not already connections are quite powerful and will always open
posted at. Hand a small stack to friends and have them doors more so than trying to have a competitive spirit.
distribute them as well. Don’t stop with community Also talk to vendors that compliment your medium-for
boards-ask stores if you can leave a handful on their example if you are a jewelry maker talk to other accessory
counter and also hand cards to your barista, hair stylist, vendors, if you are a collage artist talk to a textile designer,
trainer, walking group friends, your book club attendees, and if you are a textile designer go talk with a bath
at your child’s school, or daycare. Treat this show like your and body products maker. Complimentary vendors’
storefront, how would you want it to be talked about? customers might also be your customers, so start the
Go spread the word! conversation! This networking can lead to guest blog
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postings, cross-promotional giveaways, and even Marketing takes time but it doesn’t need to consume
product collaborations. your business. It should feel natural to talk about what
you do! No one else will market your business for you, so
Tip #6 make it a part of everyday to put your business out there.
The eCampaign
Now that you found your customers don’t let them out Related Articles
of your sight! We have all heard this before but it stands
– Top 5 Ways Your Friends Can Help You With Your Business
true-it is easier to retain a customer than to find a new
one. I recommend putting out an email sign-up sheet at – 4 Ways to Market Your Product Effectively
your booth, but since you are not the only one with a list – Working Your Network: 5 Ways Networking
offer some incentive to get them to sign up then make Can Boost Your Business
sure to follow through! Tell them exactly what they will
get for being on your email list-and don’t make it all about – Tips and Tricks for Google Adword Success
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.
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9. Eliminate Theft subscribe to this
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Chapter 2 by Lucy Clasen
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to be vigilant about deterring theft. Here are 7 ways
to eliminate theft at art & craft shows:
1. Greet Customers
Make 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 Observant
It 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
Photo credit: grittycitygirl 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
Art and craft shows provide a wonderful opportunity attempts and don't ever leave your booth unattended.
for all of us to share and sell our work and although Asking other exhibitors to cover your booth while you
it's a fun and friendly environment, it’s also important
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step away isn’t ideal as they may be busy and this opens a buyer from being able to touch the item and this
the door for experienced craft show thieves to visit your can discourage them from making a purchase. If you
booth and walk off with items. have very small items this may be essential as small
pieces can easily fall victim to the five-finger discount
3. Set Up Your Display so placing these items behind glass or Plexiglas
To Discourage Theft discourages many thieves. It’s important to be aware
Arrive early and set up your display so nothing is out of the displays you use and the way that you arrange
of your sight. This is especially important with your cash. them as they may attract or deter thieves.
Wearing a vendor apron with money pockets or a fanny
pack to hold your money is very important. Don’t leave 4. Be A Good Neighbor
it lying around where someone could pick it up. Having a good working relationship with your neighbors
will also deter theft. After you setup, be sure to clean
Some display items such as T-Bar necklace displays
up boxes and packing material...clutter may make
(for jewelry) make it more difficult for anyone to take
it easier for a theft to occur. Also, be sure to be
an item, but you must also be ready to take the item
completely set up when the customers are allowed
down for potential customers to see at close range.
in so you're not distracted and can pay attention
I display my metalwork jewelry items in gift boxes
to potential customers. Giving yourself this extra
so it is more obvious if someone picks it up to walk
time to set up early will also prevent you from
away with it.
creating disturbances for your neighbors and
Some other displays, such as display cases can discourage shopping.
help keep thieves away, but you also may be limiting
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5. Show Liability • Fine Art Policy: The fine-art policy simply covers
Read and understand your agreement with the show the artwork. Some shows require the vendors
officials. A typical contract states that the vendor's to carry insurance. Shop around since rates and
property left on-site is at the vendor's own risk and coverage vary from company to company.
not the show's responsibility. Most contracts state
The type of insurance you want depends on the type
that the show organizers are not liable for theft,
and cost of the items you display.
vandalism, damage and/or loss of property. If you
leave your display intact at the end of the day be sure
7. Rearrange Your Display
that everything is secure. This can be prime time for
Shows running more than one day offer an opportunity
someone to come in and take items from you.
to rearrange your booth for the subsequent day(s).
Analyze what worked and what could be a better
6. Consider Insurance arrangement. This gives you an opportunity to make
Most insurance companies offer two types of coverage
your space more secure. There is an added benefit
for artists and crafters.
as some shows offer many repeat attendees who
• General Liability Insurance: General liability policies can be turned into repeat customers the second
cover property such as workplace, vehicle, and day if the booth is arranged to have different
exhibition sites. Some include medical and product products visible.
liability to cover in case there is an accident on the
Ultimately, your items are at risk when unattended
premises, etc.
and unwatched. It is prudent to keep a watchful
eye on potential customers even when you are dealing
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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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14. Fair Game: How to Maximize subscribe to this
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Chapter 3 by Molly Fisher
>
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 Profit
The 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),
Photo credit: Orin Zebest signage and displays? It all adds up.
The best strategy for getting a return on your investment
With the spring/summer craft fair season well under
is to plan on doing many art and craft fairs – don't hang
way, you might be wondering, "Is it worth it to do
your hat on the success of one. Participating in several
art and craft fairs?"
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will allow you to find the craft fairs that work for you, up a table at any show and watch the dollars roll in.
and get more value from all the gear you bought.
"While show organizers typically do promotion for the
For example, if you do 12 shows a year, your signage entire event, it's up to you to activate your network of
and pop-up tent will cost 1/12 of its initial cost when friends and family members," said Lish Dorset, one of
you calculate the return on investment for each show. the organizers of Handmade Detroit. "From Facebook
This means the percentage of profit you make for each to blog postings and word of mouth, make sure your
item you sell is more. friends know to check out your show."
Choosing a show that suits your product and prices,
How Much Are Craft Fair Vendors Really actively marketing your attendance, and keeping booth/
Making Per Show? attendance costs low are all factors that will influence
Based on feedback from the vendors I spoke to, profits
your art and craft show success.
vary greatly from show to show.
"I have done shows for a $30 booth fee that grossed Aside from making money, are there other
more than 10 times that, and also shows that barely benefits to participating in art and craft
broke even," said Meilin Chan of Two Eggplants shows?
handmade soap company. "Pick your show wisely. All of the business owners I talked to said being face
Go to the show as a buyer [first] and see if the to face with potential customers can give you valuable
merchandise fits your style and chat with vendors." insight on your product – the kind of rich market
research that can help you build your business.
There are a lot of variables to think about here:
a business owner should not expect to just set
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"I launched my business in November of 2007 at my customers. If I can get someone to try my products,
children's elementary school craft fair, said Tina Hill of they usually become long-term, loyal customers."
Kidzsack. "My initial costs were around $200 and $75 This is the kind of crucial customer interaction that
for the craft space. With the help of two other moms, cannot be replicated online.
I made up about 100 Kidzsacks to display at my craft
table and sold out of my inventory. How Can You Tell If You Have Had A
Successful Craft Show?
"It was then that I realized that I have a good idea and
Almost all of the creative entrepreneurs I spoke to
one that moms and grandmothers will buy. I believe that
stressed the importance of setting concrete sales
the craft fair was the best market research that I could
goals before the show to measure its success.
have done. In my first year of business, I generated
$30,000 in sales and in my second year of business, Some calculate a goal based on booth fees to keep
I did $60,000 in sales – all this started with a craft fair." it simple:
Also, for products that have a "touch and feel" factor "If shows are local, grossing 8 times the booth fee is
(natural skin care products or soaps, for example) acceptable," said Meilin Chan, owner of Two Eggplants.
offering samples is a great reason to do craft shows.
"My goal is usually to make 5 times my booth fees
"My products are really something that need to be tried
for that particular event," said Michelle Ciarlo-Hayes,
and tested," said Melanie Downey, founder of Wilava:
MKC Photography.
For Premium Skin.
"Meeting people and letting them try my products at
shows has been the best way [for me] to attract new
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Others look solely at profit after costs per show: 2. Market your attendance before the show
"For me, a very successful show isn't measured by how Use your mailing lists, your Facebook followers, the local
much profit I've made that day," says Melanie Downey Chamber of Commerce list, and any other marketing
of Wilava: For Premium Skin. channels available to you to market your attendance
at your local show. Include a booth number and location
"I try to keep the cost of my products affordable,
if they are available to you and even consider offering
so I have a very small profit margin. Even though my
an incentive for anyone that visits your booth.
booth is always busy, and other vendors always think
I've hit the mint with my sales, I try to offer a variety 3. Pick Your Show Wisely and Price Appropriately
of sample-sized products ... so my profit usually just
Attend shows as a buyer before you ever sign up to do
covers the booth fee, my lunch, and maybe a small
the show as a vendor. This will give you a good idea
hourly wage for being there. But every show I've
of what people are buying, what price points they are
done, I've considered a great success."
comfortable with, and what your competition is doing.
So, to recap all that, here are 7 Strategies 4. Gather And Share Contact Information At The Show
For Art and Craft Show Success: Plan to have an email sign-up sheet, business cards
and sales sheets in your booth. This can be a fantastic
1. Keep Costs Low
opportunity to grow your marketing list and follow
Design your booth to attract attention, but don't break up with new contacts who were interested, but didn't
the bank at the beginning. You can always add to your convert to a sale at the show.
booth later as you make sales.
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5. Stay Active Related Articles
When you are at the show, don't jump on passers-by – How to Set up a Craft Booth that Customers Can’t Resist
to get them into your booth – instead work on the
– 5 Tips for In-Person Business Meetings
art and crafts in your booth to draw attention. People
love to see how things are made and that will bring – Creative Ways to Increase Your Facebook Fans
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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Contributors
Courtney Dirks is a founding Lucy Clasen is the owner of
team member and Community LuDesigns Jewelry and Greeting
Ambassador for Meylah with Cards, she lives in Chicago and
a background in commercial designs Metalsmith, Artisan
real estate, communications, and Custom Jewelry.
and sales. She also runs her
Molly Fisher has more than 10 years’
own small business; Courtney
experience building brands and social
Rian Designs which specializes
networks for leading companies such
in every day wear and bridal
as Schooldude.com and Burt's Bees
jewelry designs.
as well as several other clients. She
Andrea Mansfield, founder currently runs Craft Ideas Weekly
of brand & bloom, coaches Facebook Community, the Craft
small and creative businesses Ideas Weekly Blog, and works as an
to the success of their dreams eCommerce and Social Marketing
through their brand. Consultant in Chapel Hill, NC.
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Benefits of Meylah Our Values
1. Build your brand and share the • Be Committed to
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About Meylah • Be Humble and Honest
Meylah provides artisans with 5. Effectively manage your business
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