Craft Shows – Behind the Scenes

By Taylor Tompkins | February 11, 2022 |

Putting it All Together

Marketing Strategy

Pre-show
- Take advantage of social media
- Send out an email campaign
- Offer pre-show ordering with pickup at the show
- Discount codes- useful when market doesn’t support your prices (instead of changing prices)
During show
- Social media lives, reels, stories!
- Business cards
- Collect emails
- QR codes
After show
- Social media lives, reels, stories – notice a theme here?
- Email new customers on sign up list
- Email current customers thanking them for continued support

Branding Strategy

Branding with booth props
- Should match your business branding
- Should not outshine your product
- Take advantage of all booth space
- Inviting and not intimidating
- Portable and light weight
Signs
- Should match your business branding
- Should be visible- think eye level or above
- Should be clear
Show attire
- Distinguish you and your staff from the public
- Professional appearance and hygiene
- Dress in layers and for comfort

Customer Engagement

Create an experience by focusing on building relationships
- Greet everyone but don’t hover
- Use a soft sell approach
Be positive – in words and body language
Avoid distractions – no cell phone conversations, reading, gaming, etc
Difficult customers – use humor, firm/fair/consistent, trust your gut
Busy Show
- Stress- overwhelm
- Missed sales due to traffic
- Shoplifters
  - Readjust mindset/goals – breathe and survive
  - Hire an assistant – train and set expectations early
  - Prep check out area ahead of time
  - Have back ups for critical items – payments, change, batteries
  - Place smaller items to “upsell” at check out
  - Offer something to do while waiting- email opt ins, look books, etc
Slow Show
- Low energy level
- Discouragement
  - Make friends – visit/network with other vendors, support other vendors by shopping/trading
  - Readjust mindset/goals
  - Post on social media
  - Make product
  - Arrange booth display

Processing Logistics

Methods to take payment
- Credit Card readers (Square, Paypal, etc)
- Payment Apps (Venmo, Cash App)
- Cash
- Checks
Internet access – mobile hot spot, cell phone service/hot spot, vendor provided wifi
Show insurance – ACT, State Farm, Homeowner’s policy/rider
Taxes – usually provided in vendor packet
Manage sales/inventory on Etsy – sync Square with Etsy, manual Etsy adjustments

Post Show Analytics

Reviewing your statistics can help you determine if your show was successful and provide valuable insight on what you may need for your next show. You can also use this information to decide if this is a show to return to in the future.

Total sales by day, category, style, item
Overall show attendance vs projected attendance and conversion to sales
Booth location/set up
Inventory – sold out, didn’t sell, best seller
Profit – sales less expenses
Organization of show, handling of issues
Assistant’s performance
What worked well/not so well

Mindset for Success

Focus on building relationships instead of sales
- Be true to your authentic self
- Connect with customers to turn a one-time sale into a life-long customer
Look and feel great
- Eat and hydrate!
- Dress for functionality
Control what you can
- Plan, Prep, Perform
- Some things out of your control – weather, booth placement, inventory issues
Learn something from each show
It is ok to change your mind