Since we have experience selling our woodworking products through various methods, we are often asked for details by crafters interested in selling their work. I will try to address such questions here:
A very common question that we are asked is; "How hard it is to do carft shows?"
Selling at craft shows, mall shows and fairs is great way to start marketing your work and if done correctly, can be very lucrative. Here are some helpful hints that we have learned by experience.
Choosing a fair or show: This is perhaps the most important and most difficult part of the process, especially when starting out.. Many fairs and shows at malls are not managed by the mall, but by craft show specialists and we strongly recommend that you visit a couple of their shows and ask the crafters what they think of the management, the advertising, the rules, how they are treated and how they are doing for sales. This is an excellent starting place and then narrow down your choices with the information below.
 Free shows vs. Booth Entrance Fees: Free shows are great for starting out and testing your products and booth set-up, but we have found that shows and fairs that charge a booth fee are generally more profitable. True, you have to cover the cost of the booth, but these shows use a part of the booth fees for advertising, they tend to be more organized and they want you to make money so you will come back. Shows and fairs that don't charge a booth fee are often run by the mall or fair to fill out or pad a promotion and are actually run for their own benefit, not the crafters. The best advice is to visit as many shows and fairs as you can, talk to the crafters and choose your shows carefully.
Juried vs. Non-juried Shows: A juried show is one that the crafter's booth, products and presentation are examined by the administrators of the show and they decide if you are "acceptable" for their show. It's sometimes difficult to get started with juried shows as they require pictures of your display and products and usually references or a list of your show experience. However, juried shows are worth the effort to enter! The crafters tend to be more professional, the products are usually higher end and the administrators pick and choose crafters that complement each other rather than compete. The shows also tend to be for a more appreciative and higher end crowd.
Non-juried shows may have many other crafters selling similar products to you and the prices and quality of the work may range from cheap and shoddy to exquisite works of art. Nothing is worse than trying to sell top-quality $100+ finely-crafted items when you are between two booths offering "cranked-out" pieces that sell for $5-$10. Again, visit as many shows as you can and talk to the crafters. They may not tell you which shows are the best or most profitable, but you will certainly hear complaints about the bad ones!
Be Prepared: All shows have rules and you must be prepared to follow them. Can you arrange to set-up in time allowed? Does you booth fit the space and layout requirement? Can you stay for the entire show? (If you have to break-down your booth early, you can generally forget about ever doing a show for them again!) Do you have someone to cover while you go eat or go to the bathroom? (Most shows require that booths be manned at all times.) Can you break down your display in the time allowed? Do you have your signs, tags, papers, catalogs, etc. ready before you start? We like to make a list of everything we may need and try to be ready for anything!
Your Store: Your booth is your store and you must run it like one!
Display: Design a booth that complements your products. Keep your area clean and organized. If you have a variety of crafts or products, group them by color, style, or type in an attractive display. Move items around as the show progresses so your booth looks different to past browsers and to test which groupings or display works the best. Take advantage of holidays or special themes of the show and decorate your booth accordingly. Your booth should be well stocked, but avoid a cluttered look. Try to have your main products at eye-level and offer a range of prices if possible. Have prices marked clearly. Remember, you only have a few seconds to grab a customer's attention, so make your store as interesting as possible.
Attract attention: Most malls and fairs advertise, but help spread the word. Tell friends, neighbors, etc. about it and that you will be there. Offer some inexpensive impulse items to attract attention to your booth and add extra profits (We used buckets of shapes, little cars, etc., made from scraps, so kids would pull their parents to the booth.). Offer a discounted item as a "Show Special". Work at your booth or do on-location custom work if possible. People love to gather and watch! Don't just sit...talk to people, demonstrate a product or do something to attract attention. (We "played" with a tumbling toy or a climbing toy and people would stop to see what we were doing.) The key to attracting a crowd is to get the first person to stop. Once others see people at a booth, they will probably stop because they are afraid they are missing something!
For the future: Don't think of shows as a one-shot deal! Use them to build future business too. Have a mailing list at your booth for people to sign. Be sure to have a stack of business cards, catalogs or flyers on display. If possible, brand, stamp or label your items with your name and contact information. Even price tags with your information on the back can be a great advertisement! We have done quite a few shows that were not very profitable, but the future business that we gained made the show well worthwhile.
Craft and mall shows are an excellent way to get started in business, but it is a business and you must be willing to expend the time and effort to make it successful!
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Enjoy your visit!
