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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
>


                                                 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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Six Tips for Being an Art & Craft                                                          subscribe to this
Show Marketing Rockstar                                                                   free eBook series

Chapter 1 by Andrea Mansfield
>


                                                         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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Show Marketing Rockstar                                                                       free eBook series

Chapter 1 by Andrea Mansfield
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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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Chapter 1 by Andrea Mansfield
>


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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Chapter 1 by Andrea Mansfield
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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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Eliminate Theft                                                                               subscribe to this
at Art & Craft Shows                                                                         free eBook series

Chapter 2 by Lucy Clasen
>


                                                             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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Chapter 2 by Lucy Clasen
>


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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Chapter 2 by Lucy Clasen
 >


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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Chapter 2 by Lucy Clasen
 >


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                                                                  subscribe to this
Your Art and Craft Fair Profit                                                             free eBook series

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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Chapter 3 by Molly Fisher
 >


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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Chapter 3 by Molly Fisher
 >


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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Chapter 3 by Molly Fisher
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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
                                           story of their work through a         Helping Each Other
                                           personalized blog
                                                                               • Live and Breathe Creativity
                                        2. Sell your products and services
                                                                               • Smile and Have Fun
                                           with a customized storefront
                                                                               • Show Passion in All That You Do
                                        3. Connect and build their community
                                           and customer base through           • Give Before You Take
                                           integrated social media channels
                                                                               • Together We Create
                                        4. Share and sell your knowledge         a Great Experience
Photo credit: Kalyan Kanuri
                                           creating online tutorials on your
                                                                               • Foster Dynamic Learning
                                           Meylah storefront
About Meylah                                                                   • Be Humble and Honest
Meylah provides artisans with           5. Effectively manage your business
their own ecommerce website and            all-in-one-place with innovative    • Do More with Less
powerful tools so they can sell their      administration tools
                                                                               • Embrace Change
products anytime, anyplace...easily.




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License                                 Warning and Disclaimer
This work is licensed under the         Every effort has been made to
Creative Commons Attribution Non-       make this book as complete and as
commercial No Derivative Works          accurate as possible, but no warranty
3.0 United States License. To view      of fitness is implied. The information
a copy of this license, visit http://   provided is on an “as is” basis. The
creativecommons.org/licenses/           authors shall have neither liability nor
byncnd/3.0/us/ or send a letter         responsibility to any person or entity
to Creative Commons, 171 Second         with respect to loss or damages
Street, Suite 300, San Francisco,       arising from the information
California, 94105, USA                  contained in this eBook.

Trademarks
All terms mentioned in this book
that are known to be trademarks
or service marks have been
appropriately capitalized. Use
of a term in this book should not
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Driving Profitability at Art and Craft Shows

  • 1. Driving Profitability at Art & Craft Shows volume 6 Meylah’s eBook Series for Artisans Click Here to Subscribe eBooks
  • 2. subscribe to this 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 share this post this on facebook on twitter eBooks 2
  • 3. Driving Profitability subscribe to this at Art & Craft Shows free eBook series Introduction by Courtney Dirks > 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 share this post this on facebook on twitter eBooks 3
  • 4. Six Tips for Being an Art & Craft subscribe to this Show Marketing Rockstar free eBook series Chapter 1 by Andrea Mansfield > 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 share this post this on facebook on twitter eBooks 4
  • 5. Six Tips for Being an Art & Craft subscribe to this Show Marketing Rockstar free eBook series Chapter 1 by Andrea Mansfield > 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 share this post this on facebook on twitter eBooks 5
  • 6. Six Tips for Being an Art & Craft subscribe to this Show Marketing Rockstar free eBook series Chapter 1 by Andrea Mansfield > 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 share this post this on facebook on twitter eBooks 6
  • 7. Six Tips for Being an Art & Craft subscribe to this Show Marketing Rockstar free eBook series Chapter 1 by Andrea Mansfield > 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. share this post this on facebook on twitter eBooks 7
  • 8. Share this eBook! > If you enjoy this eBook, please You Can: consider sending it to your – Download This eBook friends and network! – Share This eBook by Email – Post or Embed This eBook on Your Blog – Post to Twitter – Share on Facebook Meylah provides you with your own online store and powerful tools so you can sell your products anytime, anyplace...easily. Pssssst! Go to next page for more content! > eBooks Pssssst! Go to next page for more content! 8 >
  • 9. Eliminate Theft subscribe to this at Art & Craft Shows free eBook series Chapter 2 by Lucy Clasen > 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 share this post this on facebook on twitter eBooks 9
  • 10. Eliminate Theft subscribe to this at Art & Craft Shows free eBook series Chapter 2 by Lucy Clasen > 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 share this post this on facebook on twitter eBooks 10
  • 11. Eliminate Theft subscribe to this at Art & Craft Shows free eBook series Chapter 2 by Lucy Clasen > 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 share this post this on facebook on twitter eBooks 11
  • 12. Eliminate Theft subscribe to this at Art & Craft Shows free eBook series Chapter 2 by Lucy Clasen > 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 share this post this on facebook on twitter eBooks 12
  • 13. Free Online Store & Personal Coaching. Get step by step instructions so you can sell your products and manage your business...easily. Pssssst! Go to next page for more content! >
  • 14. Fair Game: How to Maximize subscribe to this Your Art and Craft Fair Profit free eBook series 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?" share this post this on facebook on twitter eBooks 14
  • 15. Fair Game: How to Maximize subscribe to this Your Art and Craft Fair Profit free eBook series Chapter 3 by Molly Fisher > 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 share this post this on facebook on twitter eBooks 15
  • 16. Fair Game: How to Maximize subscribe to this Your Art and Craft Fair Profit free eBook series Chapter 3 by Molly Fisher > "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 share this post this on facebook on twitter eBooks 16
  • 17. Fair Game: How to Maximize subscribe to this Your Art and Craft Fair Profit free eBook series Chapter 3 by Molly Fisher > 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. share this post this on facebook on twitter eBooks 17
  • 18. Fair Game: How to Maximize subscribe to this Your Art and Craft Fair Profit free eBook series Chapter 3 by Molly Fisher > 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. share this post this on facebook on twitter eBooks 18
  • 19. Pssssst! Go to next page for more content! >
  • 20. subscribe to this free eBook series > 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. eBooks 20
  • 21. subscribe to this free eBook series > Benefits of Meylah Our Values 1. Build your brand and share the • Be Committed to story of their work through a Helping Each Other personalized blog • Live and Breathe Creativity 2. Sell your products and services • Smile and Have Fun with a customized storefront • Show Passion in All That You Do 3. Connect and build their community and customer base through • Give Before You Take integrated social media channels • Together We Create 4. Share and sell your knowledge a Great Experience Photo credit: Kalyan Kanuri creating online tutorials on your • Foster Dynamic Learning Meylah storefront About Meylah • Be Humble and Honest Meylah provides artisans with 5. Effectively manage your business their own ecommerce website and all-in-one-place with innovative • Do More with Less powerful tools so they can sell their administration tools • Embrace Change products anytime, anyplace...easily. eBooks 21
  • 22. subscribe to this free eBook series > License Warning and Disclaimer This work is licensed under the Every effort has been made to Creative Commons Attribution Non- make this book as complete and as commercial No Derivative Works accurate as possible, but no warranty 3.0 United States License. To view of fitness is implied. The information a copy of this license, visit http:// provided is on an “as is” basis. The creativecommons.org/licenses/ authors shall have neither liability nor byncnd/3.0/us/ or send a letter responsibility to any person or entity to Creative Commons, 171 Second with respect to loss or damages Street, Suite 300, San Francisco, arising from the information California, 94105, USA contained in this eBook. Trademarks All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. eBooks 22
  • 23. Share this eBook! > If you enjoy this eBook, please You Can: consider sending it to your – Download This eBook friends and network! – Share This eBook by Email – Post or Embed This eBook on Your Blog – Post to Twitter – Share on Facebook eBooks 23