What does Real Estate have to do with selling arts and crafts?

The way I see it your art or craft show booth is kind of like trying to sell a house. If you try to sell an empty house people can’t see in their minds what the house will look like when it’s all finished, painted, furnished, and decorated. You will also have a hard time trying to sell a house that is full of clutter, people can only imagine that the rest of the house hasn’t been taken care of well. They will see that the house will be too much work and cost too much money.

Your art or craft show booth is like selling your house. The booth will help your customers imagine using the product they have purchased from you. You have to do the imagining for them. How?

First you need to think about your product, who is it designed for, how and where will it be used? The answers to these questions should affect the theme and design of your booth.

Is what you’re selling for boys, girls, men or women? Is it for children, preteens, teens, young adults, or mature adults? Don’t present children’s items in an adult setting or adult item’s in a child like setting. Use colors that appeal to the ages you’re selling to. What ideas and themes appeal to them?

For instance fancy jewelry for teens might be presented as if at a prom, towel racks might be presented as in a high class hotel bathroom, and clothing needs to be presented as if it were in a fancy closet but also as outfits on the person.

When you created your product you had a vision of how people would use it, your booth is your opportunity to present them with that picture.

Stage your booth just like you would a home that you were trying to sell. Imagine yourself as a customer walking into your booth. Critique and criticize as if you were the customer, ask friends and family to do the same. Ask for them to point out things that are distracting, look odd, and especially anything they feel is not safe.

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Large Craft Show Display Tower

Don’t be fooled by the name, ‘The Cupcake Tower’ is not just a stylish
display for cupcakes.  Imagine candles, bath and body products, jewelry, you name it – this tower can display it.  Take it from Lori Ward, owner of ‘Miss Ruby Sue’, a wildly successful designer of women’s couture accessories who recently wrote “This is the CUTEST. The FUNNEST. THE BEST PROP for my work at the San Francisco International Gift Fair.These are easy to put together and take apart. I love my Cupcake Tower!”

Melissa Challeen, a Team Leader for ‘Wildtree’, a direct sales company of
all natural gourmet blends, oils, dressings and sauces recently purchased a
tower to show off her product at her home parties and open houses.  Is your
product potentially messy like hers?  No problem, the tower has a thin
laminate coating similar to a countertop so that it wipes clean easily.  The
tower is handcrafted from durable, sustainable materials so it can be used
for years to come.

Medium Display Tower when Disassembled

Keep in mind the tower folds flat for easy storage/transportation.  In
addition, the ribbon detail can be custom matched to your product or logo
colors.  Because no glue or adhesive is used, your ribbon can be easily
removed and replaced with other colors and patterns for different occasions.
It’s hard to find a creative, fresh approach to displaying arts and crafts
at shows and fairs but The Cupcake Tower will undoubtedly catch people’s eye and draw them to your table.  The owners, Jennifer and Joy take pride in their quality product and have gone above and beyond for their customers.

Check them out at http://www.thecupcaketower.com.  Various sizes available.

Oh, and last but certainly not least, good karma comes with each purchase as 10% of proceeds are donated to Habitat for Humanity.

The Extravaganza Craft Productions is in no way affiliated with The Cup Cake Tower.  We did not receive any compensation for posting this article.  We’re just helping you find the best displays while trying to support another great handcrafted product.

These clear modular baskets stack to help you organize your small crafts.  Carry your crafts to the show in them.  Display small crafts in them or stick the basket under your table cloth to build height in your display.  Baskets are available in clear, blue, green, pink or orange to match any display.

My affiliate link is below.
Clear baskets do many jobs for your craft show display.

by Shasta McLaughlin
The Extravaganza Craft Productions

Parts of this 7 part series have been reprinted with permission from the article “7 Common Disconnects In Retail Business” by Pam Grimm of Ideaco.  Click here to see Pam’s original article.

7 Common Disconnects In Retail Business

By Pamela Grimm, Ideaco

Many of you have contacted me wondering where I have been; as you may have noticed, I haven’t had an article in this magazine for several issues. Well, here’s your answer. For the past several months we have been working with a major financial institution analyzing why their stock value has decreased and where they are going “wrong” in their front line business. We identified some major issues that have simple solutions; these changes will ultimately have a huge impact on their business practices and their front line behavior, but will require a paradigm shift in their thinking.

Our results were not a surprise, however the reaction from the company was interesting. They basically indicated that they had moved from being unconsciously horrible at the business to being consciously horrible at the business. They couldn’t see what they were doing wrong even though it was right in front of them. Sometimes it requires an “outsider” to come in and take a good look around. Our end results brought us to 7 key disconnects in their business practices that needed to be addressed. These problems have been seen both in mainstream retail and independent stores, so we decided to do an “unofficial” business audit and note similar business practices. Here are the 7 common disconnects found on the retail level within the craft industry:

1. First Impression Failure: When a customer comes into a store, she is either there for the first time, is a repeat customer or she has come in with a problem. Regardless of the reason, every time a customer comes in, she gets a certain impression of the store. We found, in the majority of the stores, that the first impression failed miserably. Often staff members were too busy to say hello and didn’t know how to approach a customer to see if she needed assistance. Many times, the staff wouldn’t even talk to a customer and she could walk out as quietly as she came in. Sometimes the atmosphere of the store was uncomfortable, like a fight had just happened between the staff and the management, and everyone was in a terrible mood. It showed on faces and in the manner they moved products around, or just in the way they spoke to each other.

First impression from a physical standpoint failed horribly in the independent store sector as products were disorganized and crammed in anywhere…or there was a great lack of products. Samples seemed old and tired, and handmade signage promoted classes that had already been taught weeks prior. Many stores had no personality or flavor, leaving the feeling that you had walked into an overpriced dollar store.

How to Improve the Customers First Impression of Your Booth

We need to recognize that their mistake is our opportunity.  When retailers fail to make the sale they leave the door open for anyone with a similar product to make the sale.  What is the first impression that you are creating?

Always greet every person who is passing your booth.  Your greeting may be the only reason they look your way.  Ask them if you can help them find something.  Point them in the direction of whatever it is they are looking for even if it’s somebody’s booth.

No matter how slow the sales are that day remain positive and don’t discuss the slow show with other vendors or customers.  Remember there are opportunities everywhere so be prepared to take them with a smile and positive attitude.

Set-up your booth at home and take a good look at it?  Consider the first impression that you’re creating.  Is your booth professional, clean, organized, warm, inviting, interesting and attractive?  Is it cluttered or empty, disorganized, confusing, and unprofessional?  Ask the show promoter for an additional space (or half space) if you need more room to keep your booth looking it’s best.  A larger booth makes it easier for customers to enter and leave making it feel less claustrophobic as long as there is enough product displayed to fill the space.  Display more arts or see about sharing booths, if your booth looks empty.  Set-up products between your knees and eye level for the best visibility.  Don’t lay things flat on the table, use packing boxes under table cloths to add some height.  Arrange items that have something in common together and then display attractively.  For instance all the T-shirts should be together, then all the large T-shirts might be together on the rack, then medium, small, and extra small.

Are the colors of your booth showing off your crafts well or are they distracting from and competing with them?  Make corrections now to improve sales.

Set-up early at a show and use the extra time before the show to get the opinions of other artists and crafters.  Ask them to tell you as much about their first impression of your booth as they can.  Record what they say in a notebook for reference after the show.  Carefully consider their opinions and you will know which ones make sense for your business.  Take a good look at the booths around you and record the things they are doing right and the things they aren’t in your notes for later.

Next do an informal survey of your customers.  During your conversation with them at the show tell them that you are working to improve your customer service and ask if they would be willing to spend a few minutes telling you what they thought about your booth.  Always take notes.

If show promoters won’t allow surveys or drawings in your booth print some simple business cards that have a link to your online survey.  As customers make a purchase include the card with their purchase .  Tell them it’s there and that they will be entered to win a prize or will receive a small gift for answering the survey.  Ask about things like first impressions, colors, displays, greeting they received, how prompt service was, price of product compared to value, etc.  Make the survey as simple as possible while collecting the information that you need.  Don’t forget that the survey will be skewed if you only ask people who purchased so ask people who check out your booth and a few passers by to take an extra look at the booth and do the survey as well.

Make signs on the computer for a more professional appearance.  Check them for wear and tear.  Update them occasionally be sure to make them timeless, simple and as clear as possible.

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I’ve found another idea that would help make your craft show booth more professional.  The main factors to me have been portability, ease of set up and a clean professional look.

This shelving system comes from The Container Store.

This system folds flat for transportation and is made of hollow tube cast iron in a pewter finish.

Available in 3 shelf, 4 shelf, 6 shelf, 4 shelf media or 6 shelf tower there are lots of possibilities for your art or craft show booth display.

My affiliate link is below.

3 Shelf Folding Bookcase
Makes Portable Craft Show Set Up
Easy and Professional

I’ve been keeping my eyes out for ideas to share with you that would help make your craft show booth more professional.  One of the key factors to me has been portability, ease of set up and a clean professional look.

I found this versatile shelving system from The Container Store and wanted to share it with you.

The supports and shelves can be set-up in any configuration.  Supports can be set up further apart or closer together, they can also be set up facing each other or facing away from each other.  Shelves can be added at several heights to bring your crafts up to your customers eye level and add interest to your display.

With extra pieces available you can add extra supports or shelves or subtract them from your set up to make your shelves fit in any size craft show booth.

With the right hooks art could be hung from the outside of the supports as well as set on the shelves.

Link below is an affiliate link.

A versatile shelving system that can
be set up in many different layouts
to create the perfect art or craft
show booth display.

Looking at it from both the perspective of a show promoter and artist the one thing that other vendors at shows do that bothers me the most is not including the legs of their displays into the size of their booth.

Having the legs of their display sticking into the aisles and into the booths next to them is hard for show promoters, as well as dangerous for customers and also inconveniences the vendors in booths nearby.  Show promoters are then pressed to find an acceptable compromise for everyone.

Keeping all parts of your display in the footprint of your booth keeps everyone happy.

Shasta McLaughlin
The Extravaganza Craft Productions
www.extravaganzacrafts.com

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I was out looking for great resources to share with you all and came across this article.  It is written for #Indie crafters selling books but contains great tips that many artists and crafters can use to improve their sales.

Selling Your Wares: 16 Tabling Tips

http://nomediakings.org/books/selling_your_wares_16_tabling_tips_.html

Good luck out there,

Shasta McLaughlin
The Extravaganza Craft Productions 

Taking the essentials to #art and craft shows is well… essential (excuse the pun).  Take these 10 things to art and craft shows and your experience will be much more pleasant.

1.  Enough merchandise-Take more merchandise than you plan on selling.  A booth that is not well stocked looks picked over.  Customers imagine that all the good stuff has already sold and won’t even stop to look.

2.  Tables and Chairs-Bring your own tables and chairs unless you’ve made arrangements with the show promoter to rent them (expect to pay for this service).  Choose sturdy displays, tables, and shelving you don’t want them to fall injuring customers or damaging your merchandise.

Cover tables with a table cloth or even  a sheet.  Make sure coverings fit tables properly and extend all the way to the floor.

3.  Professional Displays-I have seen displays ranging from totally uncovered falling down tables to artfully and carefully thought out booths.  Your booth should help your customer see themselves buying and using your items.  Help their imaginations by creating a theme that goes with your product.  Pack any tools you need to set up your display in a rubbermaid tote and keep them there at all times.

4.  Change-A secure coin box can be all it takes to discourage thieves at shows.  Have a jewelry artist make you a necklace/keychain that you can wear at all times.  Keep the key to your lock box and car on the necklace around your neck at all times.

Having enough change for your customers is really important.  Take at least $100 (maybe 2 or 3) in small bills and coins.  The exact amount needs to be determined by your prices and if you’ve included sales tax.  If you round your prices up to the next even number you will need less pennies or nickles.  If your prices are closer to $20 expect people to want to pay with bigger bills so include in your change box more 5, 10, and 20 dollar bills.  If you price your items at $19 instead of $20 so that customers perceive the item as being under $20 then you will probably need to take more $1 bills.

5.  Canopies/Awnings-For outdoor shows take a canopy or awning to protect yourself and your crafts from the weather.  All canopies will fly with enough wind, check the manufacturers recommendations for weight types and sizes.

Discuss with show promoters their philosophy on when to close up shop and take down canopies so that you know when it will be okay to close up early.  Use you common sense when it becomes dangerous to yourself or others it’s time to take down the canopy.

6.  Helpers-Take someone with you to shows who knows your product.  They can watch your merchandise while you unpack the car, watch your booth while you go potty or eat, run to get more change, etc.  If you can’t find someone to go with you offer to do these things for your neighbors and ask them if they will do it for you.  Offer them a small piece of merchandise as a thank you.

7.  Food and Water-Food at shows is often greasy, messy or expensive.  Take your own if this will upset your tummy or your pocket book.  You can still treat yourself if there is something you want in your price range.

8.  Emergency Phone Numbers and Cell Phone-Take a list of the places you might need to call in case you will be late, your car breaks down, or you have an emergency.

9.  Your Identification, credit cards, and wallet-These things might be necessary to check into and pay for hotels, gas, car repairs, extra tools or supplies, and food and water.

10.  Luggage and Medication-Take an extra pair of clothes even for local shows you never know when you might spill on yourself.  Take the clothing you need for each day plus a few extras.  Don’t forget your medications.

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