Almost nothing is more frustrating than burning the midnight oil all week to build up inventory, playing Tetris with all of the “accoutrements” to get them to fit in the back of the car on a Friday night, then waking at the crack of dawn on Saturday, setting up shop in a school gym/ conference center/ parking lot and standing on your feet for 8 hours at a craft show to smile awkwardly at passersby who seem to have virtually no interest in your wares. Can you relate?

My hat is off to those of you who sell at live events. Truly. I knew from the very start of my business that this model likely wouldn’t be my favorite, so I stuck pretty closely to the wholesale track. But I have plenty of clients who thrive in this arena and there’s no denying that selling at events brings the potential for great exposure and regular sales. Assuming, however, that all goes as planned. But what if it doesn’t?

I’m a member of several business groups online and saw a post this morning by a talented maker who was frustrated that one, but two (!) live events from her weekend failed to net any significant sales.  She was looking for strategies to help determine whether or not a craft fair/ farmer’s market/ community event was a good fit for her brand. I threw my hat in the ring with some advice that I thought might be of interest to you, too.

1. Diligently walk each potential event before signing on to participate.

I recommend this strategy to my LBU wholesale students who are contemplating trade show participation. There’s simply no substitute for putting your boots on the ground before signing on the dotted line. What should you be looking for? I would ask myself these questions:

a) Is this show well executed? Is it hosted in a suitable location? Are booth spaces laid out well? Has sufficient thought been given to restrooms and refreshments? Is there clear and prominent signage advertising where to enter and what’s going on inside? Is the temperature of the venue comfortable?

b) Is this show well attended? Do vendors seem pleased and engaged or bored and frustrated?

c) Are my products a good fit? Does the crowd mirror my ideal customer? Do my price points fall comfortably within the range of what I see on display?

2. Carefully research the event host.

Break out your ninja skills and go all stealth! Scour the internet for clues:  Does the event have a website? If so, is it up-to-date, well-designed and  easy-to-use? Is the host active on Facebook and Twitter?  Are they consistently publicizing the event? How many seasons/years has it been in operation? This is gentle stalking of the very best kind.

3. Ring the organizer and introduce yourself.

Ask about the attendance numbers for the last few events (are the crowds swelling or shriveling?) Inquire about how the event is being promoted. Let them explain to you who their ideal customer is (they have one, too!) and ask whether or not they believe your products would be successful at the event.

4. Ask for references.

Request the contact information for 3-4 recent vendors and touch base with each one to gauge their satisfaction. Email is the least intrusive means of communication and I recommend something short + sweet + specific. Along the lines of…

Hi there,
My name is (name) and (name) shared your contact information with me. I hope you don’t mind a quick email, but I’m interested in participating in (event name) and was hoping you could offer a dash of insight about your past experiences. Could you share with me the following…

How many (years, seasons, months) have you exhibited at (event name)?

When was the last time you participated in (event name)?

Have you been pleased with the quantity and quality of traffic at the event?

Would you say that the event is well-organized?

Are you planning to participate in (event name) in the future?

I’m so very grateful for any assistance you can offer. I’m a firm believer that makers have to stick together and I hope you’ll drop me a line if I can ever return the favor.

Thanks again!

(your name)
(your website)

The goal is to ask just a handful of targeted questions.  Those five simple queries can be answered in single sentences, yet they should provide a wealth of feedback from those who have blazed the trail before you. Is it possible that the event organizer will only feed you leads that will speak favorably of the event? I’d say it’s not only possible but probable. After all- if an editor was writing a feature on your company and asked to speak to a few of your customers, you’d likely send a list of rabid fans who are certain to sing your praises.

But that begs the question: could the organizer identify a handful of vendors who have a fairly long history with the event who are willing to sing its praises? Therein lies the value of this exercise. 🙂

Someone else weighed in on this morning’s Facebook thread and encouraged the maker not to be discouraged, for some of their “slowest” events proved more fruitful in the long run. I think that’s fabulous advice- you never know where those connections might lead and if the event nets just one steady wholesale buyer then it will likely have paid for itself in spades!

How do you vet events before diving in?