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May 14, 2016

5 THINGS A SHOPPER SHOULDN’T SEE AT A CRAFT SHOW

Craft shows are definitely a more relaxed atmosphere and that’s what makes them such a unique shopping experience. Shoppers get to connect and have an engaging conversation with the owners of a small business. Although this setting allows the more casual side of business to come through, you still want to be sure you keep a professional vibe and represent your brand properly. Here are 5 things customers don’t want to hear or see at your craft show booth:

 

1) A stressed out vendor

If you just battled blizzard conditions, your sitter cancelled last minute and you forgot half your product at home; try not to let it show when the shoppers start filing in. The horrible roads may be an icebreaker if the customers just dealt with them too, but try not to launch into a rant about everything that went wrong that morning. It may feel good to get it off your chest but you’ll loose a sense of professionalism. You want there to be a relaxed and happy vibe when people are in your booth. If you’re stressed, they’ll feel stressed and they won’t be keen on sticking around too long.

 

2) You counting your money

Just as a retail store doesn’t display the day’s profits on the cash register, you shouldn’t flaunt your earnings in front of shoppers or out in the open. We all want to know where we’re at in the day but try to keep track of sold items on paper so you can easily add up your sales without having to pull out all your cash. When you do need to count out your bills to be sure everything is adding up, try to do it discretely or crouch down to count it out below table height so shoppers and vendors can’t see.

 

3) You eating a 4 course meal

Craft shows aren’t like a typical job where you have staff to cover you while you head to the back room and eat your lunch in privacy. There will be some shows where you just can’t avoid eating in front of the customer but again, try to do it discretely. Consider your meal choices and plan out something that won’t be too messy or difficult to eat. If you’re mid chew and a customer walks in, you want to be able to set your food down without having greasy fingers to wipe off each time. Last night’s steak and potatoes are quick to throw together but you may come to regret it when you’re having to find a microwave, fork, knife and a stable surface in the middle of a busy booth.

 

4) Gossiping or trash talking

You should never let a customer hear you talking bad about anything; especially not another customer, vendor or the event. Whether it’s craft show related or not, you want to keep all negative talk until after the show. I can’t tell you how many times I’ve heard retail employees talking about a private matter on the sales floor. They may be trying to multitask and cover the floor while addressing an issue but it just comes off as unprofessional.


5) Talking on your phone or texting

Although you may need to line up your ride home or share a pic on Instagram, try to leave it for when there aren’t any shoppers around or when a helper can cover you. If you’re in the middle of a phone call and someone stops by, try to excuse yourself from the conversation and as a common courtesy; apologize to the customer once you’re off your phone. Your customers should always have your undivided attention and feel important.

 

 

Now that the don’ts are out of the way…what exactly SHOULD a shopper see? Here are my top 5’s:

 

 

1) A BRANDED EYE-CATCHING DISPLAY

There’s a lot to take in at a craft fair and most shoppers won’t stop at every single booth. You should be creating a setup that makes shoppers feel like they have to stop at yours. Imagine them even making a beeline to you. I’ve seen it happen and I’ve done it myself but the display really has to stand out and speak to my style.

 

The point isn’t to attract everyone, it’s to attract your ideal customer. Do they like feminine, soft touches or are they into bold and colourful styles? You must determine that before you build your brand or plan your display. Once your brand is on point, you can communicate its message through all the little details.

 

A feminine brand might use a soft pink colored tablecloth and repeat the color throughout the space. Their signage may use a script font and be displayed in scroll picture frames. Display props should be light and feminine as well and there may even be a bouquet of fresh flowers on the table. When you apply your brand’s look and feel to each element of your display, you create a visual block of color or style in a room full of booths, which helps you stand apart.

 

My FREE 5 DAYS TO A STANDOUT DISPLAY will walk you through each of the elements that makes an attractive (to your ideal customer) display and one that not only attracts shoppers but also converts them into buyers. Read a bit more about the challenge here or jump right in and sign up for free below!

 

2) COLLECTIONS

If you’re not planning out collections before you start designing products and choosing materials, you’re missing a really important step. Think about your favorite clothing retailer. They don’t just randomly choose which products they’re going to sell each season. They buy products to sell in their stores based on the season/weather, current color and style trends, what sold well last quarter and the story they want to tell.

 

When you create collections, it not only makes an impactful display when grouped together, it also helps communicate a message. Imagine a scarf designer knitting a bunch of scarves in a variety of colors, textures and patterns. What might you think when you look at all those scarfs?

 

Now imagine a scarf designer creating a winter wonderland collection. The colors are all soft, muted tones. The textures are soft and the patterns are delicate and detailed. They’ve displayed a scarf on a bust form wearing a cream winter jacket and have wrapped one end up and pinned it in place with a sparkly vintage broach. The grouping of like-colored scarves catch your attention, help you imagine wearing one and immediately convey the feeling of elegance.

 

The first example may draw people over and have them looking through the selection but the second example evokes a feeling and helps the shopper imagine a particular scarf in their life. Once you do that, you’re so much closer to a sale.

 

I cover creating collections in the free sample chapter of my ebook (as well as many other important aspects to consider when it comes to your products). Download it for free here

 

I also love this article when it comes to product planning: HOW DO I GET PEOPLE TO RAVE ABOUT MY PRODUCTS & BUY AGAIN? It has 3 simple steps to follow and worksheets to fill in that will have your customers wondering Did she make this products specifically for me?!

 


 

3) QUALITY

Displays and details within it often take a backseat when it comes to time and money spent on them. But the effort you put into your products should carry over into presentation. You want shoppers to see your products and put a high value on them before they even see a price tag.

 

Imagine walking up to a table selling jewelry. Bracelets are piled into bowls, earrings are hanging off re-purposed household items; a painted cheese grater, a meshed metal garbage can and some chicken wire stapled into a frame. The necklaces are sitting flat on the table or hanging off more re-purposed items such as vases and wine bottles. There are hundreds of different rings, bracelets, earrings and necklaces to shop through. When an item is sold, the vendor places it into a brown paper lunch bag and folds down the top.

 

How much would you be expecting the pieces to be?

 

Now imagine each individual piece being showcased on a perfectly sanded and dark stained block of wood. Rings are displayed on varying heights of wood cones. Bracelets sit on low blocks of wood and necklaces hang down the front of tall, skinny blocks. The metals and gems stand out against the dark wood background. There aren’t hundreds of pieces to browse through but each item looks special and unique. When a purchase is made, the vendor pulls stock from behind the table where each item is individually wrapped in plastic bags with branded jewelry cards. They’re then wrapped in tissue paper and placed in a shopping bag that has the jeweler’s logo printed on them.

 

What price range would you expect these items to be?

 

Now imagine both tables are selling the exact same product. The first decreases the value of the jewelry while the second increases the value. When amazing products are surrounded by lackluster details, it throws shoppers off and leads them to believe products should be at a discount.

 

This is exactly why high-end retailers pour a lot of money into display fixtures and store design while discount retailers (think the dollar store) spend little time and money on displays and follow a basic setup.

 

4) SIMPLICITY

So many handmade vendors go overboard with their products, trying to offer something for everyone who walks through the door.

 

But that’s the wrong approach.

 

It adds stress to you; how do you know which products to make and how much to make of them? How many different tools and materials do you need to make each item? How are you going to display everything properly?

 

And it adds confusion for the shopper; what are you selling? What’s your expertise? Is it a jack of all trades, master of none scenario? Do they have to worry about their item falling apart?

 

Imagine a vendor who knits/crochets, dabbles in painting and also takes photos once and a while. They figure, why not bring a bit of everything? That way people have lots to shop from. Their table is a mix of knitted household products (i.e. dishcloths), knitted accessories (i.e. scarves), a few paintings, cards and photos. Everything is crammed in and there’s a mish-mash of display fixtures because of all the different types of products they have to display.

 

People who shop handmade love to shop from niche vendors. Vendors who look like they’re an expert in their craft; doing one thing really well as opposed to doing many things so-so.

 

They want the experience that comes with buying handmade; getting to meet the vendor, purchasing quality, one-of-a-kind items and the little details such as the care put into the the wrapping and hand written thank you notes.

 

You are not a department store; don’t stress yourself out trying to offer a wide variety of goods. When it comes to handmade, you should try to focus on one category of product. The more categories you add the less time there is to do them well. Collections, finishing details, packaging, branding, etc. all get watered down and your products lose their impact when you’re trying to do too much.

 

5) A HELPFUL VENDOR

You should fit the part. If you’re selling high-end jewelry and your ideal customer is a well put together, polished woman; wrinkly clothes, messy hair and chipped nail polish may send them a conflicting message. Your products say sophisticated and your look and language should too. Walk the walk, talk the talk and look the part of your brand.

 

Shoppers want to feel they’re buying from an authentic, knowledgable person. Even if you hate selling, there are ways to make it feel comfortable and natural. You can’t be afraid to speak up and tell shoppers about your products. They won’t know what you don’t tell them and you’ll be doing them a disservice if you don’t share the benefits of buying from you. 

 

When you go to purchase a new laptop, do you feel annoyed by the sales person telling you the features and benefits? No! That’s because you need to know them to make an educated purchase.

 

Uncover the features and benefits your customers will care about and determine how to communicate them. One of my favorite exercises for finding your USP (unique selling proposition) is defining your 5-E’s. How are your products:

 

  • Exclusive – people always want to feel like they’re part of an exclusive club or the first to know about something. Do you make a limited amount of a product or give first dibs on new product lines to subscribers of your newsletter?
  • Extreme – Seth Godin explains this concept in The Purple Cow. Are your products “too” something for most people but “just right” for your ideal customer? i.e. too healthy (muffins that are too healthy for most but perfect for the health conscious, gluten-free, dairy-free, sugar-free, preservative-free eater), too moisturizing (too thick and heavy of a cream for most but perfect for those who suffer from really dry skin in the winter), too bold (too “in your face” for most but perfect for those who love to make a strong statement). This is a good way to find your niche and create products that solve a specific need. What is it about your product that makes it a bit too extreme or over the top for some people but perfect for your ideal customer?
  • Exciting – excitement is hard to hide and it’s infectious. What is it about your products that gets you really excited? The materials, the process, the way they can be used? This is info you’ll want to share with shoppers.
  • Exceptional – when you go above and beyond, shoppers are blown away. They then become cheerleaders for your products and your business and can’t help but talk about how amazing the product, customer service, etc. is. What do you do that goes beyond what most shoppers would expect?
  • Expertise – the more you become an expert in your field, the easier it is to talk about your products and the more people feel they’re getting value. Which area would you consider yourself an expert in? Have you put a ton of time into researching materials, production techniques or sourcing biodegradable packaging?

I explain the 5-E’s and how to use them in more detail in my ebook MAKE MORE MONEY AT CRAFT FAIRS. If you’re feeling stuck when it comes to how to start a convo, how to find your USP and how to communicate it in a way that feels natural, I think you’ll like the full ebook. You can also download a free sample chapter to check it out and be sure it’s not full of info you’ve heard before.

 

Once you’ve got your selling points figured out, don’t be afraid to share them. You won’t come across as a needy sales person when your intention is to educate and help people.

 


 

If you’re looking to continue on your journey to learning more about craft shows and making more money at them, check out these options:

 

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Comments

8 thoughts on “5 THINGS A SHOPPER SHOULDN’T SEE AT A CRAFT SHOW”

  1. I pinned all you posts!! Really great tips and I’will consider them when I go to a craftbooth! Thanks a lo for all this advice: really helpful.
    Greetings from Belgium
    Inge

  2. Thanks for reading and pinning Inge! We really appreciate it and are so glad you find our articles helpful 🙂

  3. Rather than count my cash during the show itself, I set up a report on my Square that I can open to see how I’m doing up to that point.
    Of course, you need to track all of your sales through the Square, not just the credit cards for this to work.

  4. I think the way your photos of retail windows are translated for craft sellers is very clever.

  5. Thanks Fiona! The retail windows are a little more extravagant than a craft fair booth but lots of ideas that can be used on a smaller scale 🙂 Thanks for reading!

  6. As a crafts show organizer I would like to add that people don’t want to see your boxes of supplies, dollies, trash, discount or sale, sale, sale signs or you thinking you are being discreet packing up before the end of the show. We need to shine from opening to closing. Dressing nicely will add to your air of professionalism. I see people sometimes who put together a gorgeous display and forget to look in the mirror. Your outfit each morning is the first art you create each day!

  7. Thanks so much for your input Peggy! Keeping your space tidy is a great point and I couldn’t agree more with dressing the part 🙂
    ~Erin

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