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As the Spring and Summer event season approaches, artists and makers must prepare effectively to make the most out of their participation. Whether you’re a seasoned exhibitor or new to the scene, careful planning and strategic execution can significantly impact your success. In this guide, we’ll dive into key aspects of event preparation to help you stand out, engage visitors, and ultimately drive results.
For additional help in maximizing success at events, NextFab partner FORMATION. Media will work with you to perfect each step of the tabling journey. Members can utilize office hours and receive a 20% discount on services. Book a consultation today!
Step 1: Choosing the right event
Selecting the right event is crucial when it comes to success. Aligning with events that attract your ideal customers can lead to better results and ROI.
Think about the theme of the event and the types of vendors and guests that will be attending. Does your product fit in? For example, if you’re displaying luxury handmade glass furniture, the Punk Rock Flea Market might not be for you. On the opposite end, certain events might be very specific and give you more competition, which would influence the types of products you display and the way the table is set to be able to stand out.
Look at the average price point of other vendors as well and evaluate if your items are priced significantly lower or higher than the others. In some cases, this could mean that the attendees are not willing to buy high-ticket items, or it could allow you to adjust your pricing and charge more per item.
The most important factor to consider when thinking about profitability is the break-even point. This means calculating the minimum sales you would need to cover the cost of attending the event. Higher-priced tables tend to mean the event attracts more people and provides more opportunities for sales. However, that requires you to make more money before you see a return. Table prices are not all that should be considered. Factor in gas, food, and any other costs that you will incur to attend.
The simple formula to determine potential success is: average event sales – total cost of attendance = ROI.
Let’s run through an example:
You’re tabling at the Philadelphia Art Fair with a table cost of $450. After considering parking, gas, food, and the extra display materials purchased, the total cost for attending is $600. This means to break even you need to make $600.
Now consider the amount you’ve sold at past events. If you typically make over well $600, the event will be worth it for you. If you don’t, you may be at risk of losing money by attending. This is not to say that you shouldn’t attend, but in this case, the event should be considered an advertising investment rather than a profit-making venture. If the target audience is something that is well suited to your brand and you’re looking for exposure and connections, it may benefit you in the long run to make those connections!
The Spring craft fair season is here, so check out these upcoming events and get involved!
You can also join groups on Facebook where people post events in the area like the Philadelphia Craft Fair and Flea Market Call for Artists and Vendors!
Step 2: What to display
The best way to ensure sales is to offer a selection of items at varying price points. People who visit craft fairs have different reasons for purchasing and a range of budgets in mind. There will be people who don’t have the money to spend on large items but like your work and enjoyed speaking with you, so they want to show their support. Others will be in the market for items like yours and are actively looking to buy.
For artists, a good way to offer a product mix is to present things like original pieces, prints, minis, and stickers. Be careful not to price anything too low just to make sales! If someone appreciates your work, they’ll likely spend a little more to show support.
In terms of selecting inventory, it’s a no-brainer to bring the top sellers and display them prominently. In addition to that, increase urgency by adding event exclusives, limited collections, or items that are running out. Many table visitors will take a card with the intent to purchase later, but very few actually follow through. The goal is to get the sale at the event, and by making the item of interest available at that time only, it gives visitors the push they need to buy right there.
Step 3: Setting up the table
When thinking about the craft table setup, keep in mind that it will be among many other booths. Catching someone’s eye and being memorable amongst potentially hundreds of other vendors can be a difficult task!
Place the most interesting items at the ends of both sides of the booth so there is something that will draw people in from either direction. If those items are the most expensive pieces, it might be a good idea to place a mid-tier item close by so people don’t feel that they’re priced out before seeing all of the offerings. The goal here is to create a flow where people are attracted over to the booth and then drawn deeper inside.
Much like a grocery store register, placing impulse buy items where people check out can be a great way to encourage add-on purchases. You can even offer deals on those smaller items for people who spend over a certain amount and let them know as they’re checking out. This will also aid in theft prevention since the products that are the most easily pocketable will be in sight.
Equally as important as product placement – branding is essential to establish credibility and become memorable. A solid brand display separates the hobbyists from the professionals. With a large budget, it’s easy to get all the branded gear – a personalized tent, table runners, business cards, fliers, bags and packaging, etc.
For those who might just be starting out, displaying the business name prominently and following the brand color scheme can look just as nice. Consider tablecloths in the brand colors and adding a stamp or sticker to the bags for a lower-budget way to create a branded environment. Whichever method you choose, it’s important that buyers walk away remembering where they bought the product and that others recognize you when they return the following year.
Step 3: Engaging table visitors
Visitors at craft fairs are perusing hundreds of products, so creating an engaging experience helps you stand out!
It’s important to understand when to step in. New vendors tend to overwhelm visitors with their excitement and prevent them from actually looking at the products. If your sales skills aren’t strong yet, offer a warm welcome and a short elevator pitch, and then let people browse – without staring them down. Wait until they find an item of interest to initiate conversation. For those that can turn a welcoming conversation into a sale, engage new visitors immediately, get to know their interests, and then direct them to the products that fit. Give them time after the conversation ends to look around ask questions, and offer more information as needed.
Keeping people in the booth and creating a fun atmosphere to attract others is a great way to increase sales. For instance, a prize wheel with silly prizes will get people excited and laughing, which will draw the attention of other guests. Setting up a raffle with a time to return can also get people back to the table who may have been considering purchasing but have not yet bought – and offering the option to be notified by email is a great way to build an email list for continued communication after the event.
If raffles and prizes aren’t your thing – an email sign-up list is a great tool to have for people who did not buy. Include a line for people to write in their favorite item to gather data on what is generating interest. For the people who did make a purchase, you should always collect contact information to try to make additional sales after the event.
Another way to bring attendees digital is to plug into your social media. Don’t be shy – if someone likes you, whether they make a purchase or not, mention that you have an Instagram account and try to get them to follow you while they’re there. Displaying QR codes for easy follow works well, or you can offer discounts or perks for people who show that they’ve followed. If someone seems like they’d be comfortable with it, ask them to take their photo holding the product they’ve purchased and get their handle so you can tag them!
Step 4: Re-capturing your audience
Following up tends to be the most forgotten part of tabling. The work doesn’t end once the event is over!
Now that you have the contact information for table visitors, it’s time to remind them of your interaction. The more personal the better. These emails can be segmented into people who have bought and people who have not. You can even break it down further – segmenting by item of interest. Send an email saying “Thank you for your purchase” or “It was great meeting you” and include a call-to-action related to the next steps. The call-to-action could be telling them about another event, an upcoming product launch, or a sale on their item of interest.
Automated emails to these lists can save you time in reaching out. With email marketing platforms like Mailchimp or Hubspot, you can set up recurring emails with relevant information. For example, if you’re attending several events this season, you can schedule emails to go out to remind people of the upcoming fairs when it gets closer to the date.
This messaging should be replicated across social media as well. Post the photos you took from the event showing your appreciation for each customer. Share information about upcoming events and offer special perks to those who follow you!
As you become a tabling veteran, continuously refine your strategies based on feedback and analytics to improve your event marketing efforts. By following these guidelines and listening to the visitors, you’ll increase your sales each year!
In Partnership with FORMATION. Media
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