12 things Makers should consider before taking the show on the road
because time is our most valuable asset
Often artists/makers prefer to be alone in our studios where it feels ‘safe’. The thought of doing pop up shops, vending at events or ‘taking the show on the road’ can be downright scary! While it may seem daunting to consider all the factors that go into preparing for and vending at an event, here are some of the things I have found vital to the decision making process in no particular order.
1. Proximity.
How far are you willing to travel to vend and what are the associated costs to get you there. Do you have a large enough vehicle to cart your entire setup?
2. Fees.
How much will it cost to participate? Remember to factor in that some shows have application fees in addition to vending fees. Also consider gas if you are driving, travel tickets or lodging if it is a multi-day event. These are all associated costs to weigh against what you hope to earn. Often event coordinators will offer table/chair rental or pipe and drape rental for additional cost. Sometimes an extra $15 bucks is priceless when you do not have to drag a table and chairs with you in addition to all your product.
3. Audience.
Never assume you will make sales just because you got accepted to vend. Do a little research on the event itself, what kind of audience it attracts and what other vendors have participated in the past. Do you know the audience you need to attract for your specific artwork or products? Can you see your audience attending the event?
4. Marketing.
How did you find out about the event/show? Can you find proof that the event has been well marketed in the past? Do they have a social media presence and if so, how large is their following. Do they promote via an email list? Will vendors be listed publicly and can you piggyback their marketing with ease?
5. Size.
How many vendors are accepted and how much product crossover will their likely be? If you’re a soap maker how many other soap makers will be accepted? This can often impact potential sales. On the other hand, if you’re a fellow potter like me, sometimes pottery specific events can be a wonderful way to cross pollinate with fellow potters’ audiences. Anyone attending a pottery specific event is clearly there because they love pottery!
6. Price Point.
Do you have items that can be sold across a variety of price points? Often people are more apt to purchase several items at a $10 price point per item than a single item at $35. The other benefit to making smaller items is they are generally easy to pack and cart around.
7. Packaging.
Are your items packaged for ease? Can you provide bags/boxes or packaging that is conducive to being carried around a show?
8. Location.
Is the event being held indoors or outdoors? If it is indoor what does the load in/load out entail? If it is outdoor what is the parking proximity to the setup area ? Is it under a tent or are you responsible for bringing your own tent?
9. Display.
This can make or break a show. How will you display your products: tables, shelving, pedestals? Do yourself a favor and consider an at-home dry run so you can setup your ‘booth’ and see what works and what doesn’t. How will your setup feel for the shopper? What catches your eye first? How approachable will your booth appear to potential buyers?
10. Details.
Vending is an ongoing evolution, not an end game. Be open to trying new booth setups, changing small things like pricing visibility or even just purchasing table risers can be a game changer.
11. Attitude.
Shows can be stressful, attitude is everything. Be kind to fellow vendors and event coordinators. Be gracious and considerate of the attendees and just be a good human. Even if you’re not reaching your sales goals, every show is an opportunity to build new connections, network, collaborate and make friends. Sometimes sales happen once the event is over. You never know when someone who met you at an event could shop via your website or reach out for a custom piece.
12. Persevere.
Not all vending opportunities pan out the way you plan, sometimes weather doesn’t cooperate, sometimes sales are poor and other times you just realize it’s not the right event for your product. Make vendor friends and chat with them about their own experiences. No matter what, continue to MAKE. Makers of handmade art and items will always have a place and our audience is out there.