Working the Shows Wednesday - So, what makes for a ”GOOD” craft show?

One of the most asked questions in this business is “What makes a good craft show?” The answer is extremely subjective and is different for each of us. It’s really much easier to define a “bad” show than a good one.

Of course, we are all happy when we make big bucks so high sales rank right up there in making a show a GOOD one. However, what constitutes “high” or “good” sales also varies from one crafter to the next. I’ve heard folks define “good” sales as anywhere from 3 x expenses to 10 x expenses. Some use percentages of merchandise sold. Some simply set a dollar goal for each show. The problem with the 3 x expenses theory is if you have found a cheap ($15) local show with very little travel expense, will you consider sales of under $50 a good show? If you use the 10 x theory and do shows with expenses of around $100, you will often be disappointed which can lead to some deep depression. You, alone, need to determine how many sales it takes to consider a show “good.” Obviously, when you don’t break even, it is NOT a good show.

I, personally, think the balance of mediums and types of crafts as well as quality of goods offered play into whether I consider it a good show. I even look to whether there is a spread of price ranges available. If you are one of twenty-five jewelers at a show featuring only 30-35 crafters, I don’t consider it a good selection.

These aspects lead right into the attendance factor. In my book, good shows pull in the shoppers. It is difficult to have good sales without a fair size buying audience. (I have come across a few exceptions to this idea but very few!)

While none of us have found any way to control weather, it definitely can make or break a show. Shows with excellent reputations have suffered from a bad weather situation and weather impacts both outdoor and indoor events when it comes to attendance. It can make a good show have a bad year! If weather conditions cause damage to your merchandise or your display booth, you will obviously consider it a bad show.

Advertising is something to look at with regard to ranking a show, too. Do the organizers run various media ads? Are there TV blurbs, newspaper features and ads, billboards, signs around town, radio spots, fliers etc. ? Have you been seeing bits and pieces about the show for a few weeks prior to the event? While, on occasion, I’ve seen well advertised shows flop, more often than not, good advertising brings in customers which, ultimately, brings more sales. (As stated at the start, more sales make for a good show!)

The setting and layout of a show can also play into our perception of good and bad. I’ve had so-so sales in an absolutely beautiful park setting which left me feeling good about my weekend show. A pleasing, easy to navigate layout helps make a show go well, too. Customers like to be able to maneuver around the show with ease and enjoy a natural flow to traffic. Happy customers make happy vendors which equal good shows.

As an exhibitor, I want reasonable access for loading and unloading. Preferably, I can get my car close to my space and there won’t be steps to haul merchandise up or other physical obstacles. I have eliminated profitable shows from my schedule strictly because of poor and/or difficult access.

By the same token, I have kept shows with borderline profits because they were enjoyable shows to do with great promoters or organizers. We did one show for a number of years where we were set up on a small farm and at least one of the two show days or the set-up day were plagued with rain requiring some us to be towed out by tractor. Sales were generally good but the organizers were such a pleasure to work with we returned year after year, regardless.

On Friday evenings, they often had a pot of stew or soup on for those early-birds who came in a day early for set-up. They threw a party for the crafters on Saturday night after the show closed down for the day featuring food and a social time. They were readily accessible throughout the show for any needs that might come up and made a point of circulating throughout to check in with us frequently. There were special restroom facilities reserved for vendors and special access to the food sales area so vendors did not spend long periods of time standing in line for such services.

Some shows have helpers for the loading/unloading process, many offer continental breakfasts for vendors, booth sitters, lounge areas and other amenities that make it a good experience. All of these factors play into whether I consider it a “good” show.

Some artists and crafts folk also want to do shows that offer judging and awards for such things as Best in Show and Best Booth Display. A number of shows do offer such awards and ribbons. Some of those “contests” include prize money or, in some cases, free registration for the next year’s show. For these people, judging is taken into consideration in whether they consider the show good or bad. I, personally, do not pay this aspect much mind and do not feel it effects sales at a show, but to each his own.

I subscribe to the theory that if you feel good when all is said and done after the show, then it was a good show for you. As I stated earlier, only YOU can determine what makes a GOOD show for YOU!!

So, here’s wishing your next show is a GOOD one !!!!

Working the Shows Wednesday - Be a good neighbor.

Okay, so you’ve arrived at a show, found your spot and begun to unload. NOW is the time to start being a good neighbor. Whether the show lasts one day or two, this is your new home for so many hours and the folks on either side of you are your neighbors . They can make and break you, so be nice!

Since space is usually tight when unloading for your show, it is important that you remain aware that you are not the only person trying to get in and get set up at that moment. Time is just as important to your neighbors as it is to you.

If you are unloading for an indoor show, be sure to locate your space before unloading. Try to unload at the entrance closest to your space. As many people will need to unload at that same door, unload all of your display, merchandise and equipment and MOVE your vehicle BEFORE beginning to set your display up. No one wants to park six vehicles deep while you are leisurely opening and covering your tables and your car blocks the unloading zone.

When unloading for an outdoor show, attempt to park in a manner that blocks as little of any driving lane as possible. Try not to park in someone else’s space while unloading. Should they arrive while you are parked in their assigned spot, they have nowhere to unload and will not only lose precious time themselves but will also be blocking yet other sellers from getting to their assigned spots. Again, DUMP and MOVE. Do not take time to set up tables and such before moving your vehicle.

If there is a staggered set up schedule, it is done so to allow the smoothest transition for all. I have done many outdoor shows that had all folks in “Aisle A” enter the show area at a specific time, say 8 a.m. and all the folks in “Aisle B” enter at 8:30. This is done as there is very limited drive through space and this allows all “A” folks to get their cars in and out and then all “B” folks have time to come in. If you are an “A” but don’t need much time, you MUST still arrive at your assigned time. I have seen shows that made those stragglers walk their things in if they arrived late as the set up was staged that way as there would not be room for vehicle traffic once both sides of the street were set up. They’ve probably developed this system over many years of experience and I actually find these are some of the best organized and smoothest flowing shows around.

As you unload, do not stack your boxes, tables, etc. in someone else’s space or block an entire aisle with your things. Do not leave small objects laying in the center of a walkway where someone can fall over it. Do not shout at your help. If your spouse, partner or child is assisting you, speak in normal tones. Do not yell across the 10’ space and do not use vulgar or inappropriate language while setting up. Everyone is working in close quarters. We are all on tight schedules and we all have trials and tribulations while setting up. No one wants to listen to you scream maniacally at your help. It is distracting and obnoxious, not to mention unprofessional.

This is also not the time to stand and chat with your neighbor. It’s okay to say “Hi! I’m so and so, looks like we’ll be neighbors today.” This is not the time to tell them your life story or complain about the traffic this morning or anything else. Everyone is rushing to get their booth set up. The clock is ticking at this point. Chat later during slow times. (Incidentally, they probably have no real interest in your life story or your complaints anyway - even later, unless it gets really slow!!)

Do not expect your neighbor to help you put up your tent or canopy. As I’ve said before, you MUST be able to get your booth set up by yourself or with the help you bring with you. You cannot count on the kindness of strangers. They have their own booths to set up in the same amount of time that you have. They, too, have timed their set up. They have not timed setting up their booth and yours in the given amount of time.

The most common complaint I hear about neighboring crafters is about the crafter who simply doesn’t understand the concept of the size of his or her space. If your space is 10’ x 10’, that is exactly how much room you have. You must be able to contain your booth display, your merchandise and yourself (and kids) in that space. Most shows do not allow buffer zones between spaces. Where your 10’ ends, your neighbor’s 10’ begins.

You must remember to leave access space within your space for you to get in and out. In many instances, you will have booths on either side and at your back. In other words, if you use a 10’ table across the front of your 10’ space, you best be prepared to crawl under if you need to get out! (Again, a bit unprofessional.) Most shows prohibit having any portion of your display protrude into the general walkway. Practice your set up until it fits within the assigned amount of space. Remember, your neighbor has every right to put solid walls up along the sides of their booth. They have no obligation to leave that space open for your convenience.

While most show people do chat with their neighbors, offer to keep an eye on your booth while you make a restroom run and may offer to assist you with that tent, you cannot expect them to do so. You must plan to be self-sufficient. Some shows do provide “booth sitters” who can relieve you for a few moments once or twice during the day. If you will need such assistance, you should discuss this with the show organizer when registering to do the show. Again, I find the “booth sitter” system to be a little iffy and try not to depend too strongly on such an arrangement.

Other complaints include neighbors who play loud boom boxes for their customers’ enjoyment (and their neighbors’ stress). All folks do not enjoy the same music you do. If you insist on playing music in your booth, keep it at a volume only heard within your 10’ of space. The same statements apply to incense and other strong smells. What you find soothing many find offensive and some may even have allergy problems with such strong scents. (Many shows also prohibit any lit object on display such as candles and incense as obvious fire hazards. )If your children are with you, they should be fairly quiet and orderly when sitting with you. They should not be rough housing or running and screaming in close proximity with the booths.

Remember, your craft show booth is a place of business and you should behave accordingly within that space.