How much promotion do you expect each individual vendor to do for your show?
Got Craft? There is no set number, but we do expect vendors to promote upcoming events to their own social networks. We send out vendor newsletters leading up to each event with ideas on how to promote both the event and their participation, so instead of posting “buy this, buy that”, we encourage vendors to post process shots, images from around their studio, etc.
Refresh Market: Our vendors know what they’re doing. They know that if they talk about our event, people are going to get excited about it, and people are going to get excited about them. They also know that responding to and supporting other participating vendors is equally as important. It’s all part off the ongoing conversation leading up to the event.
Creative Edmonton: I think it's up to the Vendor to decide how much they would like to promote/market the event. Again it depends on what the Vendor is hoping to achieve with their customer base. If the event itself really fits their demographic or an audience that they cater to they would probably want to advertise that more. We also would hope that Vendors would be selective of which shows/events they are choosing to be apart of. Advertising your products and where clients can find you will be the key to your success.
Mom to Mom Shop & Swap: That’s entirely up to the vendor but I definitely feel that you’ll get out of it what you put in! Guests come to shows for the exhibitors so you’ll want to let everyone know they can find you there. It’s a great opportunity to build sales with existing clients too. Some food for thought; in a show with 100 exhibitors, if each vendor had just 10 people confirmed attending that is an extra 1000 potential clients you’ll be exposed to!
What are the best methods for vendors to help promote the show?
Got Craft? Share the event via social media (instagram, facebook, twitter), newsletters, post the event in your email signature and online shop announcement, and make sure that your upcoming event list on your website is up to date. We also try to attend as many upcoming shows in our area as possible, to distribute event cards to each of our vendors and encourage them to display them at their booths, hand them out to shoppers, places they eat / shop at, and / or places that they sell their goods at. Of course, never underestimate the power of word of mouth.
Refresh Market: If you have a newsletter, include the event poster along with an invitation to visit you there. Hang event posters in your shop. Keep a stack of event post cards near your point of sale. Provide a daily photo journal: take photos of your product, your process, your packaging. At our event, we give out swag bags to the first 50 people who arrive. A lot of our vendors take sneak-peek photos of their swag items in advance and share them with their networks as yet another simple and fun way to promote the event.
Creative Edmonton: Social media has become a really great tool. That's something we look for when going over Vendor applications or when sending out invites to new Vendors. Having a Facebook, Twitter, and Instagram are all really great tools. I think announcing that you will be at an event is important, also helping promote the show a week, or the day before the event is also probably a good idea. Listing what events you will be at on a company website is a great tool as well. We have had Vendors advertise events on their newsletters and some have sent out personal invites to their VIP customers.
Mom to Mom Shop & Swap: Use the existing channels that you know work for your business. For example, if you regularly run sponsored posts on social media include where prospective clients can find you work by listing those shows. If you regularly exhibit at a farmer’s market advertise your upcoming events there as well. Use your blog and community connections to advertise as well. Put up a flyer for a show you are attending at the local café, etc.
Should vendors be promoting the event through their business platforms as well as their personal social media platforms?
Got Craft? If it is truly a personal account separate from their business, then there is no expectation to do so. That being said, it never hurts to mention upcoming events that you are participating in as I’m sure your family and friends would like to see what you are working on!
Refresh Market: Blending the two is really a personal preference. The majority of our vendors interact with their audience using their business platforms however it’s always nice to receive a personal invite to attend (not to mention, moms and grandmas like that sort of thing). It’s like receiving a handwritten note.
Creative Edmonton: It depends on what kind of a business they own. If it's something that would be fun or interesting for your friends & family to attend then why not? I think as long as you are not overwhelming both your friends & family then it's fine. Finding the right balance for promoting events or shows that you are apart of can be tricky but it can be done. That's why figuring out who your audience is can be so important. That probably will also help you navigate which events or shows to be apart of as well.
What’s your suggestion for vendors participating in back to back events and having a hard time keeping up with promoting each of them?
Got Craft? We understand that vendors are busy, so we try to make it as simple as possible to help promote upcoming events by providing – social media blurbs that vendors can just cut and paste and avatars that they can upload. I’m also a big fan of timelines to help map out the days / weeks / months leading to an event as they help keep me on track.
Refresh Market: Again, visual content is key. Create a graphic or stage a process shot and include your upcoming market dates. Post it on your social media profiles as well as your web site, if applicable. Some vendors have a dedicated ‘Markets’ page on their website and social media profiles with an ongoing list of upcoming markets, shows and special events.
Creative Edmonton: My advice to Vendors would be know your audience. That's the first step in promoting multiple events. If you have different types of clients/customers then target ads/marketing towards those customers. Never over do it but still be an active participant in promoting shows/events that you are a part of. Part of this goes back to the point about being selective in events or shows that you are a part of. If you are proud to be a part of a certain kind of market chances are your marketing/advertising strategy will reflect that. Marketing should be fun, not overwhelming. If you are feeling overwhelmed chances are that you might be doing too much.
Mom to Mom Shop & Swap: Set aside a few hours at the beginning of the month to plan your social media strategy. Use a Social Media Managing App (Hootsuite, tweetdeck, etc) to preschedule all your posts for the month. This takes the stress out of doing it daily and you can make sure you are covering all bases when it’s laid out in front of you. If you are taking part in multiple shows over a short time span I would change you cover photos to include “Save the dates”.
For more info on any of their events, please visit their website or Made Urban event listing