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The fall craft show season is upon us and if you are planning on applying for a booth, you should plan on being just as prepared in the marketing department as you are in the products department. If you thought all you needed to do was show up with your folding table, handmade goodies and a smile you were wrong. Well not wrong, but maybe not utilizing the show for its full marketing potential like you should.
My first rule of thumb is never trust anyone else to do the marketing for you. I don’t care how big or small the show is that you are participating in; if you are counting on them to do all the publicity and marketing you might be holding your breath. Some shows are better at this than others. You would be surprised how many events don’t even bother to submit to the free calendar guides in the local paper. I’m not saying do the craft shows marketing job for them, I’m saying make sure you fully market YOUR involvement in the show.
These are a few tips I have learned through the years from running a large independent fashion and craft show in Austin, TX called Stitch as well as from participating in tons of craft shows locally and nationally. I’d love for you to leave me any comments with suggestions that you might have or tricks of the trade that you utilize when participating in a craft show.
TAKE OUT AN AD – Most of the larger craft shows will have a program that they are handing out free to everyone who walks in the door. Events like Stitch, The Renegade Craft Fair and Austin City Limits all have slick full color programs for the shoppers. How many times have you flipped through an issue of Bust magazine at your computer and looked up all the fun shop ads? Same goes for these programs. People take these programs home with them and then shop online later. If you have a snazzy ad inside with a picture of your adorable headbands, candles, dog collars – whatever people might check you out online and shop. Most of these ads are very reasonably priced and often trades and vendor discounts are available.
SCHMOOZE – I have met some really amazing people at craft shows through the years. Some who have turned into friends and others who have become contacts now crucial to my business. Walk around and introduce yourself to your fellow vendors, you know you want to shop anyway. Also a lot of larger craft events like Maker Faire are corporate sponsored so there are lots of major craft companies there just waiting to meet you and hear your ideas. Do you make the cutest painted dresses using Tulip fabric paint? If I Love to Create is there stroll on over and introduce yourself. You can never have too many crafty friends or crafty business connections. Many times these craft events are crawling with reporters looking for a story, companies looking for the next crafter to feature in their endorsement program, stores looking for new lines to carry and more. Don’t be slimy, but being a shy reclusive crafter won’t get you much of anywhere. Also don't forget to smile and greet your customers. After all selling at a craft fair is all about the customer service.
CONTACT THE PRESS – This is something you need to do several weeks ahead of time. For instance the last time I traveled to New York to participate in the Renegade Craft Fair in Brooklyn I did a little postcard campaign. I have Naughty Secretary Club postcards that have pictures of my product, all my contact information and a little blurb about my company. I sent one of these postcards to the accessories editors of every major fashion magazine in the New York area letting them know about the Renegade Craft Fair and the fact that I would be there with bells on in booth #120 and would love to meet them. The jewelry editor for Elle Girl Magazine stopped by and from
