Part V -Marketing Series on Craft Shows - More Display Info

Announcing a new weekly feature: “Working the Shows Wednesdays”

This is the second part of my discussion concerning craft booth displays and set-up. These are just the basics. There is so much more to talk about that I’ve decided to begin a weekly feature dealing specifically with the how-tos of doing shows. At the moment, I’m planning to run those posts on Wednesdays each week. They will not be part of this Marketing Series. As I mentioned the other day, there will be one post specifically dealing with displaying and showing jewelry. I will try to present that to you next Wednesday.

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Part V of Craft Show Marketing Series : More Display Info

This is yet another set up done by Charm City Soaps. Check them out at www.charmcitysoaps.etsy.com


So, have you come up with some display ideas for your upcoming show yet?

Stability should be a primary consideration. Your table or display WILL get bumped and leaned on. Never underestimate the power of a “light breeze.” Your display has to be able to stand up to a fair amount of jostling. Otherwise you’re dealing with a house of cards and we all know what happens to them.

Remember, a collapsing booth display may not just effect you. In many shows, we are set up close enough to our neighbors that a falling display can have a domino effect. You don’t want to destroy that beautiful stained glass display next door.

I’m a big believer in using weights. I always weight my tables with homemade sandbags. I simply sewed two 20” x 8” rectangles of canvas together. I folded the rectangle in half end-to-end and stitched across that line. I then filled each end of the rectangle with 4-5 lbs of playground sand. They’re easy to pack and carry. I simply drop the sand bags over the rungs of my tables for 16-20 lbs of extra support to keep that table secure. They are hidden from sight by my table covers. Many folks use plastic jugs filled with water as weights. Again, inexpensive and easy to make.

I do NOT agree with tying all of your tables and display pieces to each other for securing them. In my experience, a good wind can then take the entire display over with one strong gust. This is not to say, I have never tied one lightweight rack to one table for extra support for the rack. Remember, my tables are weighted individually.

Are you using a canopy or tent? Do you know how to put it up? Can you do it alone or with the help that will be with you? You cannot count on a Good Samaritan or your neighbor for assistance with this. (I know this is a problem for me as I am fairly short and cannot reach the joints to snap everything into place.)

Be aware that canopies can easily grab the wind and take off like a giant parachute! I have seen them fly and roll several aisles away, leaving a path of destruction in their wake. Again, you must consider weighting or staking the canopy itself. Do not assume you can use tent stakes just because your space is on dirt or grass. Many shows prohibit stakes for a variety of reasons, underground sprinkling systems, soil damage (I have been told this one!) and, the most common reason, tent stakes tend to create hazardous conditions for pedestrians near the tent.

You should ALWAYS carry weights for your canopy regardless of whether you notice a wind or not. There are many commercially available weights and there are numerous inexpensive homemade weights that can be made. Sand bags and water jugs tend to be the most common. Many folks also fill pieces of PVC pipe with concrete and hang them for weights. I also believe canopies with additional cross-bar supports are best. I feel most of the “cheaper” (under $75) canopies are not good choices for craft shows as they tend to be flimsy and really need to be staked.

If you are making do this time around, a nice beach umbrella with a solid stand should work well. Be sure you are able to handle the base to get it to your space. You may not be able to drive right up to your location.

If you are sure you can put your canopy up on your own, a second issue becomes, can you do it in a timely fashion?

Once you have figured out how you plan to set up your booth, do it. If it is an outdoor show, set it up in your yard. Indoor show? Try your basement or garage. Mark out the assigned space size and set it up. Do it several times. Time it. Be sure you can set the entire display up and be ready to sell in 2 hours or less. Often, you may have more time and, frequently, less. It is vital that you be ready for business when the show opens.

Setting it up and breaking it down will also point out any problems you may encounter. It gives you a chance to resolve difficulties or eliminate problem pieces. Fix any problems you come across now, BEFORE you are at the show without tools or supplies you may need.

Take pictures and make notes while doing these dry runs. Note what tools you need for set-up. Add these to your Must Haves list. The pictures will help you remember how you did it.

Finally, load the display in and out of your vehicle, several times. Figure the best way to put it in. I try for the reverse order from my set up procedure with the tables going in last and coming out first. Remember to leave room for you actual merchandise, cooler and anyone who may be riding with you.

Keep in mind, that many shows require you to pull in, dump your stuff and move your car out as soon as possible.

This great display is one done by Avocado Creations. She has hung her fabric shopping bags from a "tree" she made by using sturdy branches from her maple tree and " planting" them in a plastic pot of concrete. Definitely an attention getter. (A bit hard to transport though.) She has a folding wire rack on the left that folds flat for traveling and the pots of flowers add a nice inviting touch. She has a clear and visible sign and her table display is neat and pulled together looking. The booth is inviting us to enter and look around. (You can check out this merchandise at www. avocadocreations.etsy.com.)

Oh, one more thing -- Be sure you are prepared for the weather, even if it isn’t forecast. Carry enough plastic drop cloths and/or tarps to throw over your display in case of a sudden storm. They can come out of nowhere without warning. Do not count on your canopy being enough to keep your work dry. It usually won’t. I also usually carry a box of yard and leaf size garbage bags. There have been times when all I could do was drop my merchandise in those bags as quick as possible to prevent damage and loss.

Be aware that water will collect on top of your canopy. Know how to dump it without drowning those around you.

There is so much more to say about displays. Please watch for those Working the Shows Wednesdays posts in the weeks to come.

Part VI of this Marketing Series will help you make your Must Haves list (everything you should have with you to do your show.) There will also be a few pointers about the merchandise you plan to sell although you are on your own to design and produce that!

Have a great weekend, y’all!!

Part IV of Craft Show Marketing Series

**NOTE: Part V of this series will also deal with Displays and will be posted on Friday.
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So, you’re now officially about to do your very first craft show. You’ve done your research, asked all the right questions, been accepted and paid your money. You now have a goal date looming out there in front of you. Now, you need to prepare.

In addition to producing as much merchandise to sell as you can, you need to think about your display and gather what you will need to show off your work to its best advantage.
Since this article is geared toward those doing their first shows, I will not suggest you go out and a spend a fortune on the perfect display rack. Such commercially available racks and stands are quite costly and should only be invested in when you know you will be doing a large number of shows and you have determined that the item will truly show your products off in such a manner as to “pay for themselves” in sales. Many great and effective booths have consisted of a very basic, single table display or with a few basic display pieces that were found around the house.

If time permits in the weeks before your show, visit a large craft show specifically to look at how folks are displaying their wares. Look to see what displays attract your attention and why. Which ones seem to get the attention of the shoppers? What pulls the customers over to the tables? Will any of these ideas work with your merchandise?

Many craftspeople will be glad to discuss where they purchased a display rack or how they made it, as long as you approach them when they are not busy getting set up or waiting on customers. **Never interrupt a sales pitch or approach a seller who seems to have a booth full of customers. Wait until there is a lull in traffic. Also, do not simply take photographs of a booth you like unless you have spoken with the seller and asked their permission.

(You can check out Seaside Quilts' merchandise at www.seasidequilts.com.)

Now, armed with some ideas, take inventory of what you have to work with and then beg, borrow or make do. Aha! You thought I might say “steal,” didn’t you? I can’t condone that. However, if a great piece is sitting out at the curb with somebody’s trash or hanging at the dumpster behind the mall… Well now, that’s just up for grabs.)

Basics
At an absolute minimum, you will need some sort of table, a chair, a sign and a tablecloth.

Tables
Determine which and how many tables you will be using for your display. Be sure they are solid. Customers will bump, lean on and otherwise shake your table. Wobbly displays will fall over, damaging the merchandise and possibly injuring a potential customer. If the table is not solid, figure a way to stabilize it or find another table. **Remember, you need to be able to transport and handle the table. Keep size and weight in mind.

Table Covers
Once you have selected your table(s), find appropriate tablecloths. Tables should have floor length covers on all selling sides. (* Many shows actually require this.) In most cases, solid colors are preferable. A busy table covering will usually detract form the merchandise displayed on it. There are, of course, exceptions. I have seen crazy quilts, camo or other themed cloths work well with specific products. You will need to take an honest look at your table and determine if your creations “disappear” on any such print.

Many people use flat sheets or pieces of inexpensive fabrics for their covers and simply pin or tape them in place. (*When draping the table, remember to pin the corners flat as a loose drape can create a tripping hazard for customers which can spell disaster.) Whatever you use, they must be clean, unstained and pressed to look professional. If using multiple tables, they should be matched, or at least, color-coordinated. (*If you choose to continue doing shows and will be using the same tables, I suggest making fitted cloths for your tables. They are simple to make and save loads of time during set-up.)

Chairs
You will need something to sit on at your booth. It is unlikely, you will be able to stand throughout the entire show. Your chair/stool should be neat in appearance, somewhat compact (space is always at a premium) and should be something you can get up and down from easily and quickly.

Sign
You really must post some sort of easily viewed sign telling folks who you are. They need to be able to remember whose booth they saw that perfect gift at so they can come back and get it before leaving the show! You are a craftsperson. You can make a sign. It can be fabric, tag board or wood but it needs to get your name out there in front. It should be large enough to see from a short distance and clear enough to read easily. It should not resemble the daily Jumble. Most of those sellers in these pictures have done this well.

Making the most of your table space:
Most of us need to use very inch available when setting up our displays. It is both eye-appealing and effective use of space to create multiple display levels on top of your table. This can be accomplished by adding shelves, table top racks and building up levels with the use of boxes.
Charm City Soaps, has one of the most effective, basic displays I’ve seen. She uses one small table with several low shelves supported by solid boxes to create some height. The display is neat and pulled-together and looks inviting. She has visible signage so we know who she is and there is a price guide posted. She can keep extra stock under her covered table and even has room to display samples. (Interested in seeing more about Charm City Soaps? Check out www.charmcitysoaps.etsy.com.)

Avoid simply plopping your merchandise in flat piles on your table. They won’t catch the eye of a passer by and lots of customers will do just that - pass right on by. Flat fabric creations can be difficult to display but there are simple ways.
Rachel of Seaside Quilts uses baskets to create visual interest on her tables. This picture shows her creative display of burp cloths. (Check Rachel's wares out at www.Seasidequilts.com.)

What if your merchandise is not table-oriented?
A lot of merchandise simply doesn’t show well on a table. Some things need to be up where they can hang and be seen. Some folks have found a simple clothing tree works well for this purpose. A simple clothing rack like many of us use at home can be used for displaying clothing. (This pic is from www.artifacthandmade.etsy.com) Others have figured ways to string a clothesline (This works especially well if you are using a canopy. You can run lines from one support leg to another and then simply use clothespins to hang items.) (More on hanging displays in Part V of this series on Friday.)

Don’t have a tent or canopy?
While some shows require tents/canopies, they remain optional at most events. (Tents will be addressed further in Part V of this series on Friday.) While they are wonderful additions to help protect against the elements and provide all kinds of display opportunities, there are other solutions if you don’t have one. An attractive beach umbrella can create a simple and cute effect while still protecting you and your merchandise from the sun. Sara has also used hers to help display her purses (Extra stock and other colors are displayed flat on the table but there are eye-catching hanging pieces.) She has also designed and built a very simple stand-alone stand to display her purses in an easy to view manner. (Sara does not have an active online sales presence at the moment but can be contacted through Craftster using the member name of Dishwasher 182. I’ll keep you posted on when and if she sets up shop in the near future.)

This is just a start. There is so much more to say about displays. Part V will be posted on Friday and will discuss more display issues. Jewelry display is a subject unto itself and I will address that in a separate post. I will also discuss some really unique, more involved displays in a separate post. These will not be part of the Marketing Series but will run in the next week or so.

Display Rules to Keep in Mind:
1. Be sure whatever display pieces you use are stable. You do not want them to fall over when bumped or if the wind blows.
2. Keep the appearance of the overall display neat and put-together. Color coordinate your display. Avoid a cluttered appearance.
3. Be sure you can handle the equipment. Keep weight and bulk in mind as you need to be able to transport and handle these pieces.
4. Keep your set-up flexible. While billed as 10’x10’, a space may not be perfectly square or there may be some other factor to consider and you may need to juggle a bit.

Be sure to check in on Friday for more display information in Part V of this Marketing Series.