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August 31, 2015

Why you're Looking at your Craft Show Setup Wrong


When you’re setting up your booth or table for a craft show, you likely stand at the front, placing your items and creating your well thought out, tried and true displays. Once you’re done, you stand back as though you’re going to snap a picture, focusing on the most important subject of the show: your booth ;)


There are a few issues with looking at it from that perspective:
  1. Shoppers don’t approach a vendor space head on and ignore all the other booths until they get there.
  2. Organizers aren’t impressed with your ability to take over just a little more space than you’re allotted.
  3. A salesman doesn't care if a space is picture perfect, they care if it’s going to sell.


If you can change your perspective from an individual vendor to that of a Shopper, an Organizer and a Salesman/woman, you’ll give yourself a great advantage when it comes to selling and keeping those around you happy.

We know set up can be a hectic time so it’s always a good idea to be as prepared as possible heading into a show; all items tagged and organized, float counted and display planned. Create a mock up at home so items come right out of their containers and into their designated space. This will give you the extra time needed to do little tweaks based on the venue’s space and the points mentioned below. Here are the 3 different perspectives to view your booth from:


AS A SHOPPER

Consider how shoppers will walk the venue. Head towards the entrance, turn around and imagine you’re a customer approaching your booth. What do you see? If it’s nothing, you may want to consider adding more stock or displays to the top, front or sides of your booth. Unless you’re at the end of an aisle, most shoppers won’t approach your booth head on so be sure you’ve got something to catch their eye as they’re approaching your section from a few feet away. Repeat this as a customer approaching your booth from the other direction. Also keep in mind if it's really busy, they may not see much through the crowds. Raising your displays can help shoppers see your products from near and far. 

Now walk into your booth and see how it feels. Does it feel cramped or crowded with just you in there? Consider placing some stock behind your table to give more elbowroom. Keep an eye on customers as they shop so you can pull out options from behind the table if they seem interested in an item you have more stock in. As product sells down, restock from behind your table. On the other hand; if your booth feels a little empty and cold, add some more stock or display elements.

Get right up to your table. What will the customer see from this angle? Empty boxes, tissue paper and your lunch for the day? Be sure everything you don’t want the customer to see is tucked under your table in a safe spot - this includes your cash box. If you’re standing at the front of your table and can easily reach your float, be sure to move it someplace safer or consider an apron to keep cash and valuables on you.


You need to put just as much thought into your table or booth at a craft fair as you do your products. From creating zones to setting price levels you can increase not only the amount of people who stop at your table and the sales you make but also the value of each sale and the amount of shoppers that buy from you after the event. If you're looking for more ways to increase your sales at a craft fair, download our FREE Chapter: MAKING PRODUCTS THAT PROFIT to get a taste of what's inside our packed e-book: MAKE MORE MONEY AT CRAFT FAIRS.


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AS THE ORGANIZER

Are you within your allotted space? If the organizers allowed everyone to take an extra foot, they’d run into a bit of a problem with aisle space. Be sure your display is contained within your booth and there are no tripping hazards or tippy displays that could easily fall over and hurt someone.

Organizers want the entire event space to look full and diverse. Although you don’t want your booth spilling out into the aisle with stock, be sure you’re not looking too empty or minimal. Does your booth look like it’s the end of the event and you’re getting close to selling out? Pull some more stock out of your bins and beef it up a little. Be sure you’re adding variety to the event as well. Show off the range of items you carry and the ones you told them you’d be selling. Craft shows will choose applicants based on the category they sell under; they don’t want too many vendors selling the same items. If you stated on your application that you sell stuffed crochet animals but have decided last minute to put all your knitted scarves on display instead, organizers won’t be pleased.

Be sure your booth is clearly marked with your branding. Organizers have likely boasted which vendors are going to be at the event and have maybe even given sneak peeks of the products you’ll be bringing. Do you have signage that helps shoppers find you by name? If there is an item the organizers have shared on their social media or website, consider putting that at the front of your display. Shoppers may be specifically looking for it and if they’re not, it just may entice them to stop as it triggers a reminder that they’ve seen it before.


AS A SALESMAN/WOMAN

Before you can sell anything, you need to get the shoppers to stop. So look for opportunities to grab shopper’s attention and draw them into your booth. This may be a conversation piece, an eye-catching display or your smiling face next to your most popular product. Consider the shopper’s perspective mentioned above as to how traffic flows and create your Zone 1; a display at eye-level (or slightly above to be seen over the crowds) that houses your hottest pieces.

Think creatively and determine how you can use your surroundings to your advantage. Have a walk around the show to see what vendors in other categories are displaying. Since they’re not your direct competition, see if there’s a complimentary product that would pair well together. For example; if you’re selling dips and salsa and there’s a booth down the way selling homemade crackers, that’s a perfect product to compliment yours. When you see a shopper with a bag from Crackers R Us, use that as a cue to suggest a few of your dips that would go great with them. This works with more than just the food category:

  • Accessories - That’s a cozy scarf you just bought! Check out these awesome slippers I make in the same color.
  • Jewelry - I love T-Shirts R Us! What did you pick up from them? I’ve had my eye on that t-shirt too; I’ve been thinking this necklace of mine would go great with it.
  • Stationery - Who are the soaps for? A gift for your mom? This is the card I’m giving to my mom this Mother’s day.
  • Childrens - Cute stuffed sock monkey! Do you have a little one? A girl? These clips for little girls are our best seller.

You get the idea;)

Now consider how you can set your business apart from vendors who are selling in the same category as you. If you notice other jewelry vendors tend to have a lot of delicate, gold necklaces displayed, you may want to consider moving your silver statement necklaces into the limelight. You don’t want customers arriving at your booth and making the decision to keep on walking because they’ve already seen 3 other vendors with similar items. Figure out what will make you stand out among the other vendors in the same category as you and move those pieces into your zone 1.

There is more and more competition every year at craft fairs and you can't just be another vendor selling handmade jewelry, scarves, soaps, etc. From your products to your setup, you need to set your business apart and show shoppers why your products are the bomb. If you're looking for more ways to stand out from other vendors at a craft fair, our e-book: MAKE MORE MONEY AT CRAFT FAIRS will walk you through each step so you can tweak what you've got and start making more sales.

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