HAND MADE PRODUCTS FOR YOUR HOME

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By knittykittybangbang, Mar 27 2018 05:26PM

I’ve attended a lot of craft markets. I’ve RUN a lot of craft markets and I can tell you that there is one very common mistake being made that is dramatically decreasing how much people make and in some cases actually squashing their business dreams. This mistake is made universally, by new kids on the block to old hands, and 100% of us have made it. What is it? Grab yourself a beverage, little one, and settle in while I tell you a story.


I deal with a lot of crafters, hundreds in fact. Often I get asked for help either by people who are new to the scene or from people who just can’t quite make it work.


They’ve worked on, refined, perfected, played with, ripped up and started afresh on their product. It’s beautiful, gorgeous even if they do say so themselves. And it is, absolutely is. They know absolutely everything about every material they’ve used from how and where they themselves are produced to any care requirements they have or any problems that might arise, or that people think might arise. They’ve posted photos on their social media and they’ve got loads of likes. Their products really are gorgeous and they should totally be proud.


They’ve set up, dismantled, re set up, changed and refined their display until it’s a thing of true beauty. Multiple levels, beautiful props, clear pricing. They’ve thought about lighting and whether or not they’ll need it, or if a socket will be available. It’s taken them hours and a fair bit of cash but the outcome is great.


They’ve got beautiful branded promotional materials. They’ve designed and ordered a branded stamp and have stamped all their bags, and have gorgeous, appropriately coloured tissue paper to wrap their sales in, with or without complimentary washi tape, so that the buyer feels extra special when they get home or upon receiving the item as a gift. The promotional materials mean people will know it’s from them too! All this has taken a huge amount of time, months even, and again it’s not come cheap, but the finished packaging and branding is really something to be proud of.


They’ve thought about how to take sales – they’ve bought themselves a nice cashbox, receipt book in case someone asks and have got themselves a card reader so it’s convenient as possible to buy from them. (Card readers are the thing I get most commonly asked about FYI). They’ve even checked with the organiser that there will be Wi-Fi or sufficient mobile internet to use the card reader. They’ve had a few practices with it to make sure they know how to work it too, just in case. I mean the cash reader wasn’t cheap, but it’ll be worth it.


They’ve wondered, and asked, about footfall, about how many hundreds or thousands of people will be coming through the doors. They’ve worried about this number, if they think it’s low they’ve thought about how to manage their disappointment, if it’s high they’ve done some basic maths to figure out how much they’ll sell if X% of those people buy from them. They’ve researched what the conversation rate will likely be (they’ve just Googled ‘conversion rate’!) They’ve arranged for a friend to come at some point through the day to let them off for a comfort break and some food.


They’ve visited the event at least once to ‘get a feel’ and to chat with some stallholders and get their thoughts. They’ve researched the venue, checked out where the doors are and how the stalls are laid out, how far away parking is, how much parking costs. It was fun and they took a friend and bought some things and had a nice lunch after and got excited about their own fair!


They’ve thought about what they’re going to wear, even going so far as to have t-shirts printed up. Gah it’s so exciting!! People will really be able to see their brand! They’ve practiced packing their equipment, banners, stock and made sure it will fit in the car. They've had a trial run of the route just to make sure they wont be late.


Yes it’s taken loads of time, and quite a bit of money too, but they’re now ready for that big leap into craft market attendance and even I can sit here and feel excited on their behalf! These are all GREAT things. Brilliant things. If you’re doing all these things, wow well done you, you should be chuffed with yourself and know that you are doing way more than me!


I get asked about all the above topics fairly regularly, asked to help with it or asked to tell them where they are going wrong. But here’s the crux, here’s the truly biggest mistake…



No-one ever asks me EVER, ‘how do I market my attendance at events?’



They’ve spent lots of money plus hours, days, months researching, designing and refining their offering and processes that they will use from the event onwards yet have spent little to no time thinking about how they will ensure that people who like their product and already want to buy it are actually at the event they are attending. Who is going to see that beautiful packaging if nobody buys anything? Who’s going to appreciate the card payment option and nobody will care about your cash box anyway! (ok some of us more geeky stallholders might, I’ll give you that)


You see we all like to blame other people for our lack of sales- not enough people through the door, enough people but ‘not the right market’. When you’ve done SO much work and your items are SO nice and so is your display and your packaging and your product of course it is disappointing to sell little (or nothing at all). But with the best will and largest advertising budget in the world, there is no guarantee that even if 20 thousand people come through that door that any of them will want to buy your stuff. Many of the people reading this post will have attended events with huge footfall and either experienced low sales or who have seen others sell little or nothing.


Now I’m not saying for one second that there aren’t events where little advertising has been done by the organisers, nor am I saying that some events just aren’t the right fit. But I AM saying, if you’re running a business you are daft not to be taking responsibility and making damn sure that there will be enough people there who want YOUR product. And how do you do that? Marketing.


You should be spending between 25% and 40% of your time on marketing, depending who you listen to. Patricia Van Den Akker of the Design Trust says you should spend 40% of your time on making, 40% of your time on marketing, how do you measure up to that?


I know at least one of you threw up a bit there. You didn’t sign up for MARKETING, WTF even IS marketing?? You signed up for making nice things, presenting them nicely in beautiful packaging and making a lovely display. And and AND YOU’VE JUST GOOGLED ‘WHAT IS MARKETING AND IT SAID ATTENDING EVENTS AND PACKAGING AND DISPLAY AND ALL THAT IS MARKETING SO STFU CAROLYN YOU’RE SUCH A KNOW IT ALL SO THERE!!!’


Yeah you’re right, those things ARE marketing but they only work if you actually see people who are interested in your goods and/or buy them. Attending an event without telling people WHO ACTUALLY LIKE YOUR STUFF that you’ll be there is like opening a shop without having a sign and without telling anyone you exist. If a shop wasn’t doing well, or heck if an event is quiet, people very quickly say ‘not enough marketing’ so would it not follow that if you or I as individual stallholders are not doing well that maybe it’s not something external to us, and maybe that it is that us who are failing in our marketing?


I’ll answer that for you – yes, yes it is and we’re the ones who need to take responsibility.


I’m not an expert in marketing, I’ve been doing a lot of learning recently and I’ve definitely made positive changes however I don’t feel like I’m qualified to be giving a ‘how to’. I will give some easy tips in a second but I have something important to add first…


Nobody is forcing you to market. If this is just a hobby and you just want to make stuff and have nice packaging and a pretty stall, that’s totally cool. You do you, babe, you do you. However you do have to remember that if you’re not treating what you do as a business, you won’t get the outcomes of a business. That too, is ok, but if it’s eating you up inside that you’re not getting the sales and successes of those who are behaving like business people then you either need to come to terms with it being ok being you and doing what you’re doing OR you have to think and act more like you’re in business to get the results you want.


And if you’re sitting there saying to yourself ‘well Blahblah doesn’t behave like a business person and she’s making a great living!’ please know that you think that because Blahblah has made you think that through her very clever marketing . Either her marketing of her business and product is so skilfully done that you don’t realise it’s being marketed to you OR her marketing of how much she’s earning or selling is giving you a false sense of her success (does it make you buy from her though or is her success hearsay?). Either way she’s made an impression on you so bitch got skillz, watch her and learn!


Anyway, here’s just a tiny few basic marketing tips for complete novices.


Use your social media sensibly.


By this I mean, post about events you’ll be attending on your social media, but don’t do anything that’s going to annoy your audience (like repeated spamming) and be mindful of how often and when they might need to be told about an event for it to make a difference to them – ie it’s great if you post that you’re attending an event on the day of the event, or post from the event, however if your audience is only seeing that then , or later even, it’s really unlikely they’ll be able to make the trip. It’s fine to give them a reminder then, but that alone won’t bring them in. Similarly adding the event to your page when you sign up for it then never mentioning it again won’t work either. If you’re doing limited events, keep slipping your next event into your conversation from the last event to the next, but in a natural way so people don’t get annoyed (‘I just made this cool thing! I’ll have to pack it away until DMoC next month’ etc etc). If you’re doing more frequent events you’ll have to devise a way to be saying ‘and this is my next event’ so that people know what’s happening without feeling inundated by events and giving you plenty time to still be producing ‘value added content’ (ie content where you’re not selling anything).


Nobody cares about you enough to search for stuff!


They do care about you, they do I promise. I care about you, I think you’re just smashing, but at the same time I ain’t searching through websites or events lists to see if you’re going to be somewhere near me in the near future. People need information presented to them, you can’t make them hunt for it and expect that to work. Yeah it's fine having all your events in a pinned post but it relies on someone bothering to do the extra work to find the pinned post before they see it.


Don’t run before you can walk


If you do not understand SEO or algorithms, or indeed know what they are even, don’t waste your time trying to use them or beat them. You need to take time to learn about things properly so your work time, which is precious and limited, is not wasted with attempts that bring you nothing when you could be doing less advanced things that would work. Keeping an email list and sending periodic, interesting, personal newsletters is a lot easier and more effective than SEO tinkering or trying to beat the ever evolving social media algorithms. I really neglect my mailing list and I know I shouldn’t, it’s really really stupid of me. Now I’ve shared that with you all I might be more likely to fix it!


Don’t join ALL the social media networks just because they are there!


Anyone ever actually look at Vero??? Anyone??? No, me neither.


We’ve all heard it a million times ‘I’m not getting anywhere with Facebook, I’ll sign up to Twitter!’ Right Meg cos you haven’t managed to get the first one to work you’ll add a second one to your to do list? No, stop it.


There will be one social network that is more relevant to your demographic than others. Pick that one and use it and learn about it until it works. When you’re comfortable with that one, try another. Yes loads of us have loads of accounts but we may have been around for much longer than you, or are more confident with the whole ‘social media concept’ or, and this is true for many of us, there is at least one we are fucking shocking with or that we ignore. Hands up if you’ve got at least 1 social media account you’ve ditched? Yep, me too.


If you have multiple social media accounts, promote on ALL of them


This is a common one – loads of info on Facebook but none on Instagram, and this is even more bizarre when they have a low number of Facebook fans but a really high number of attentive and engaged Instagram followers. Perplexes me every time! You might have to market differently on different platforms, but don’t miss any out if you’re active on them.


Figure out who your customer is (demographics) and how best to reach them


Figuring out your demographic can be easy, but can also be a complete headfuck that makes you question everything you do.


Mini story for you here – when I started out I made this range of jewellery that I thought was funky, trendy, suitable for women aged 16-25. Right for a start the fact I used the work FUNKY there tells you I know nothing about young people! This jewellery range sold almost exclusively to older women (60+) for their primary school aged grandchildren. All the marketing and branding I had done with my perceived demographic in mind was a complete waste. It really made me question myself because I had got that SO wrong.


When you’ve done a few fairs, even if you sell nothing, you’ll see who stops at your stall. Those people who are interested, they are your demographic. If you ARE selling, make a note, a real actual paper list note, of the people you are selling to – perceived gender, age range, any additional information you get while chatting to them, is it a gift, what work do they do, do they have kids etc etc. I’m not suggesting you actually ASK them these things, but just glean any information you can. You’ll begin to distinguish between who actually buys and who browses, and you’ll know who to aim your marketing at, which in turn will tell you how you need to go about it.


Also don’t try and force a demographic that isn’t right – you might WANT to sell to hip young things, but if they don’t like your stuff they don’t like it, stop wasting your time trying to reach them and concentrate on the demographic who DOES like your product, they’re absolutely as valid.


A website only works as marketing if something else is pushing people to it


It's great if you have one, but unless your SEO is really good, aint nobody seeing it so having a website alone will bring you in little custom that you haven't driven there yourself.


Use your offline networks too


I know this is one makes people a bit uncomfortable. Sure if you tell people then you might fail and they’ll know about it and that’ll be embarrassing, but wouldn’t you, as a friend to other people, like to know about what’s going on in their lives? If you, with a huge blushy face and staring at your feet, can manage to tell your mums and toddlers group, drinking buddies, yoga class or office colleagues about this event you’re doing that you’re excited and nervous about, yeah some of them might be dicks but others will support you.


Mentioning you are doing something isn’t shoving it down people’s throats or asking them to do anything.


Today in our local shop for example I was chatting to one of the staff who asked what I was up to at the weekend and I told her and she’s off with details scribbled on the back of a receipt, dead excited with herself about this event she now knows about that she's looking forward to! You can also, of course, access your offline networks online by inviting people to the FB event, listing on your work intranet, dropping it into the group chat etc.


AND FOR THE LOVE OF GOD INVITE YOUR FRIENDS TO LIKE YOUR SOCIAL MEDIA PAGES! I once discovered a stallholder had a Facebook page 6 months after she’d stopped doing events. It had ZERO likes but she’d been bashing away at it all the same without telling anyone it ever existed. Dude, your friends like you, you don’t need to hide things.


Be kind to yourself, you’re just learning


You won’t get it completely right the first time. Identify what went wrong, read stuff, try again, repeat.



Moral of this longwinded as usual story is, you need to think of marketing as an integral part of your ‘craft market plan’ as much as you think about how things look and what impression people will have of your brand during and after the sale. Instead of asking ‘how will I let people pay me’ ask first ‘how am I going to get people to come and buy from me’. Your success at this might not be measured in sales, it might be measured in ‘I saw you on social media!’ comments but if you ARE getting those then you know you can bring people in and you can switch your focus onto why you’re not ‘converting’ (selling to them). If you are already selling ok, then improving your marketing will only make this easier and more frequent.


If you haven’t already read it, you might find this also helpful if you’re a newbie http://knittykittybangbang.co.uk/blog/4568248214/Selling-at-Craft-Markets-Some-advice-to-make-it-a-better-day/9406955


I hope you found this helpful. Feel free to share if you did!



By knittykittybangbang, Sep 15 2016 12:29PM

I’m worn out right now. Like, properly worn out. Some day soon you’re gonna come in the shop and I will be asleep behind the desk (I have blankets and a hot water bottle already) and there will be an honesty box on the desk. Why am I so worn out? Because it’s all go for Dundee Ministry of Crafts!


I’m so excited for this. We’ve been working on it for well over a year now and with the first event on 24th September things are getting to a real pitch!


Dundee is such a vibrant city with such a strong creative heritage. So many of our stallholders at the Aberdeen Minsitry of Crafts event and the knittykittybangbang presents… events come from Dundee, it seemed silly to NOT be holding an event there.


We’ve chosen the Steeple Church smack bang in the middle of the Overgate Centre as our venue. It made sense as it mirrors the fact we use the Methodist Church in Aberdeen. I first went for a nose around early this year and it really is a great venue with bags of room and lots of options.


Now obviously we already have a lot of contacts and around Dundee, and several of our Aberdeen and shire folks will also be appearing at DMoC, but it’s been really exciting getting applications in from completely new faces. There are so many big talents out there and they need the chance to shine. With so many independent shops and galleries that sell independently produced goods closing across Scotland, it’s even more important that events such as this continue to grow and be supported.


Lazylinepainterbelle, who designed our Aberdeen flyers, has worked on a Dundee version for us which keeps the feel of our branding (and Gladys the AMoC lady) but has taken out the sailing boats of Aberdeen and added a penguin inspired by the Dundee penguins outside the venue. We’ve added a bit of new colour too to freshen things up! The printed flyers are arriving today and I can’t wait to get my mitts on them! I’m lucky enough to have a pro printing set up for the posters so they’ll get done very shortly too. (If you’d like some sent to you, or you can put up a poster somewhere just drop me an email to knittykittybangbang@knittykittybangbang.co.uk and I’ll get some out to you.


If you'd like more information, or would like to apply for a space, just pop over to the website for more info www.dundeemoc.co.uk or you can of course check it out on Facebook where we'll be showcasing all the stallholders.


AAAAAAAAAAAARRRRRRRRRRRGGGGGGGGGGGGHHHHHHHHHHH I CAN’T WWWWWWWWAAAAAAAAAIIIIIIIIIIITTTTTTTTTTTTTTTTTT





By knittykittybangbang, Aug 20 2016 02:32PM


I’m delighted to report that I’ve been lucky enough to get a business grant from Angus Council!

When I started my business a few years ago (long before the studio opened and in a different council area) there was no help. Because I was ‘craft’ I didn’t fit into the type of businesses or practitioners that the creative business bodies wanted to help, and the ‘proper business’ oriented groups didn’t take anything crafty seriously. I applied for things and asked to attend events and was generally turned down or not taken seriously, even getting on a mailing list seemed a trial! So I’ve been fairly put off asking for help, I’ve assumed straight off I wouldn’t get any.


Then I moved to Angus. Now I’m sure there are PLENTY people out there lining up to slag off Angus council but compared to how I’ve been treated in other areas they are remarkable. I’d also like to say that I used to work for a local council, I’ve seen how it is on the inside, so even more so when I come across people who work for the council who really do their job, and are pleasant with it, I want to shout it from the rooftops!


I heard about AC’s business grants through twitter. They had one that specifically mentioned ‘stock’ as one of the things you could spend it on. I’ve never even heard of that before! Having dealt with Angus council before, I thought I’d at least enquire, partly because I thought ‘stock’ had to be some sort of mistake!


There is always a minimum spend with grants and for my business, which doesn’t involve large machinery and is housed in a very nice, newly refurbished premises, it can be difficult to find equipment or normal capital spend items that 1) I need, and 2) are expensive enough to qualify for funding. So having the ability to top up with stock kinda made it possible for me to go ahead.

The grant has allowed me to replace all my tools that needed replacing – some of them being decades old, broken and things I ‘made do’ with. It’s really easy when you’re the only person using something just to say ‘well it’ll do for now’ if something isn’t literally on fire or likely to kill you. My eyes are always on cash flow and bottom line and when it comes to spending a tenner on something I don’t NEED to, then I don’t. Amongst other things I am now the proud owner of some pliers that don’t bruise my palm!


A really great thing the grant has allowed me to buy is….well it’s something really dull and niche so I’m not gonna say what it actually is…..but it’s a piece of equipment that will allow me to motorize part of my process which will save a bit of time but will also, and more excitingly, allow me to make bigger pieces with my HubbleBubble process which means it will be easier to make matching sets but also hopefully larger items such as framed art pieces or bowls….ARGH ALL THE IDEAS!!!!!


Along with the equipment, I’ve bought a heap of stock from other local and independent producers so I’ve also been able to put back into the community too. It can be hard to find the money to meet minimum order requirements, and knowing you’re going to get some of it back certainly makes it easier.


THANK YOU Angus Council. You’re utter stars, particularly the ever helpful Victoria Gibbons who held my hand and fielded my generally stupid questions throughout the whole process.


By knittykittybangbang, Jun 22 2016 01:38PM



Some of you may remember the excellent fun we had last year in the knittykittybangbang and friends charity auction, not to mention the huge amount of money we raised! This year I’ve teamed up with my Aberdeen Ministry of Crafts partner-in-craft Iona of Crafty Wee Birdie Giftshop to raise money for #teamHamish.


Hamish is a brave wee boy from Nairn who has already been through so much in his life. At a young age he was diagnosed with stage 4 metastatic aleveola rhabomyosarcoma, a soft tissue cancer. He underwent lots of treatment including pioneering surgery called rotationplasty, which involved the middle section of his leg being removed.


The family are now living their worst nightmare as Hamish, now 7, has been diagnosed with a DIPG (brain stem tumour) Unfortunately we can't change the outcome, but the family wanted to give back to a couple of the charities who help families going through such a tough time. The money raised will be split between two charities Glasgow Children’s Hospital and Calum’s Cabin.


We all know someone who is affected directly or indirectly by cancer.


Iona and I have got together with loads of our crafty chums to bring you an online auction packed with high quality, hand made, one of a kind amazing things! Most, if not all, items can be posted out so you can shop from the comfort of your home, wherever you are. If you’re local to us, there are many items you can collect too, saving you on any postage costs.


100% of the money raised will go to the charities! All the items have been donated by generous small businesses and artisans from Orkney to Newton Stewart, and even one from an ‘honourary Scot’ in Germany.


How do I take part?


The auction will ‘go live’ at 6pm on Wednesday 29th June, and bidding will close at 9pm on the same night. You will need to ‘like’ the Crafty Wee Birdie Giftshop Facebook page to bid (feel free to ‘unlike’ again afterwards!)


By joining the Facebook event, you'll get a handy reminder before the event.


An album full of photos of the items for sale, plus minimum bids and any postage costs, will be published on the facebook page. At 6pm on the 29th you can start bidding. To bid you just comment on the photo of the item you want, making sure you bid higher than the last person. At 9pm, all bidding will cease and if you’re the highest bidder you’ll get the item. We’ll contact each highest bidder to arrange payment and once that’s received we’ll get the item/s sent out to you or put you in touch with the maker to arrange collection. Easy as pie!


Loads of items will be under £10 and many will go for less than you’d normally pay. It’s an excellent way to nab yourself a bargain while giving to a worthwhile cause.


Here's a current (there are items coming in thick and fast!) list of those who have donated items -


Hannah Bakes Cakes

Quinneys Antique Jewellery

Bramble and Friends - luxury pet accessories

Abacus Beading

The Butterfly and Toadstool - paper based art, keepsakes and jewellery as well as children's fashions

Mardie's Sock Creations

Carryn's Crafty Cards - all things papercraft!

Lady Dragon Crafts - decoupage and mixed media

Ophelia's Pond

Carmen's Jewellery Tree

Evelyn Treasure Finder - all things vintage

iDesign Orkney

Snowdrop Candles

Rose-Tea and Rabbit - eclectic fashion and semi precious jewellery

MandMade Soaps

Imagine North - embroidered art

Kellas Kask - homewares using recycled and reclaimed wood and barrels

Handmade with love by Jane

Macleods of Nairn - tweed accessories

Polkadots

Made Marion Soaps

No Books Were Harmed - folded book art

Marigold & Mo

SilverDekkers - picture candles

Art Deco - with passion - decoupage boxes and homewares

Becazzled - felt critters and creations

Buttons and Bows hair accessories

Station Crafts

(I'll try and update this list as items keep coming in, but no promises!)




By knittykittybangbang, Jun 10 2016 04:13PM

Firstly I need to say that this particular post is written from my own experience as a jewellery and gift seller whose customers are adults. If you sell food items or predominately to children, you may find things different.


Often people assume that the ‘quietest’ months of the year sales wise are January to March and in my experience of selling through craft fairs, this isn’t the case. For me, and a lot of people, the quietest months are May-July. This often shocks people and they get angry and frustrated, especially when they haven’t bothered with the earlier months as they’ve assumed there is no point.


When you’ve ignored the first quarter of the year, had high expectations of the summer, and are disappointed, of course that’s going to be frustrating. You’re probably (or not!) surprised to hear that as a market organiser I’ve even been physically threatened and intimidated during this period, something I put down to just this frustration and misunderstanding of how the year actually flows event wise, and they want someone to take it out on.


Now I could just say NO! BAD CRAFTER! NO! but I figure that it’s better to avoid the frustration in the first place, and save you burning bridges because realistically if you’re an arsehole in the summer, organisers ain’t gonna be offering you spaces at Christmas are they?


And as a market organiser, here’s a top tip for you, if you want a better chance of getting a spot at an over subscribed Xmas event, only applying for those events is a bad idea! Think about it this way. Come Xmas, regular visitors to events want to see the people they’ve browsed with through the year, they want to talk to the person who has greeted them with a smiley hello and whose product they know and have come planning to buy from. As organisers we would be fools to fill events with entirely brand new stalls at Xmas, not just for the customers, but also it would be ignoring those stallholders who have supported us throughout the year and who we know have a strong brand awareness for our customers because of that. Turning our backs on people who have been loyal customers to us, both event visitors and stallholders, would be really bad for business on our part.


Communities are different during the summer months: people go on holiday, children are home all day, tourists visit, students leave/return. Gala days, agricultural shows and other events and festivals spring up from nowhere. People have different commitments. Add to that the constantly variable weather and it makes summer somewhat more of an unknown quantity than other times.


That said, I believe doing the right events for you is still super important because (say it with me folks) IT’S NOT JUST ABOUT SALES ON THE DAY! During the summer you’re building contacts and brand awareness for later in the year, you’ve got greater opportunity to network and discuss ideas with other people in the industry, and definitely don’t forget that if you get your own marketing right, even the quietest day can be highly profitable.


Can’t be arsed with the quieter months? ‘Taking summer off’ sounds lovely but if you’re building/maintaining a business or brand awareness I think it’s a pretty bad idea. What do you think when a business just goes off the radar for 3 months? Most people assume 2 things – either they’ve stopped trading or they’re not serious. If they’re not serious then they’re less trustworthy or ‘not a real business’ hence don’t need to make any money. Being seen as untrustworthy will seriously damage your sales, and if people think it’s just a hobby to you then they’ll be less willing to pay real retail prices for your goods. For the sake of some slower days, I don’t think it’s worth it.


So what do you do about it? 2 things – choose your events wisely and bring in your own fans!


Choosing your events wisely


There are lots of events during the summer which advertise a massive footfall, but footfall does NOT equal sales. I’ve been at events where there have been tens of thousands through the door and people have had zero sales, and equally I’ve been at the quietest of events where I’ve made a packet.


You might be saying ‘ah but with thousands of people through the door, even if you don’t sell you’ll be getting to talk to loads of people about your product and building for the future’ (good! You've been paying attention. You get a biscuit) and this can be true, however if crafters are only really there to fill up space/make a bit extra for the cause then I’ve found that people just aren’t interested. Here’s an easy example – you’re a customer interested in a dog show, you’ve PAID to see a dog show, how much time are you expecting to spend talking about jewellery? How much money have you brought with you to spend on jewellery (after you’ve paid your entry fee and for your lunch)? And how much time will there be to look at stalls when there are activities/exhibitions/other stuff running throughout the event? Unless it’s an actual craft market or there’s a really concerted effort on the part of the organisers to make the crafts/stalls an absolutely integral part of the event and advertising, I just haven’t found there to be the interest. Sure I’ve had small impulse buys, even a lot of small impulse buys, but they’re not people who I generally see again or who buy more things, or who even recognise my ‘brand’ if I see them by accident again (they can usually name the event, which means I’ve helped to build their brand but not vice versa). If you’re a market type stall selling items 10 for a £1 these events can be great, but if you’ve got beautiful ‘craft’ items, they’re not so worthwhile.


For me also events with lots of children, or geared at children, are less worth while. Most money being spent is spent on the kids and parents don’t have the ability to spend time chatting with you as they’re also having to parent. With these, pay close attention to how the event is marketed. If the organisers are using you to fill up space rather than as an integral, important part of the day, think about it carefully.


Outdoor events bring their own considerations – Over and above weather, there is also alcohol and smoking to think about (and mud). If there’s a beer tent, there’s drunk people. In my experience most outdoor community type events such as agricultural shows have little to no visible security people. Generally it’s fine, but where there is alcohol, there are drunk people and incidents, as small as spills and as large as assaults, do happen. Factor this in when making your decisions. On smoking, if your items are fabric or paper and smoking near them could spoil them, how are you going to deal with getting someone to stop smoking near you when they’re not legally obliged to stop (and they’ve got a drink in them)? Where are they going to put you in relation to the food stands? Chips and fried onions (mmmm) are a great smell when you’re hungry, they’re a terrible smell stuck to a beautiful gift or an expensive scarf.


Ask yourself - who is my target market and will they attend this event? When choosing specific events that your target market will attend, think about things like -


-Will they have to pay to get in? If so, is the event something they’ll be prepared to pay to get in to? An example might be….if you sell dog collars it’s fair to assume your customers have an interest in dogs therefore they may be delighted to hear about you attending a dog show and will be happy to pay a fiver to get in as they have an interest in the event. If you sell Metalcore-y items, your target market are probably not going to travel in great numbers to and pay a pound to get into a church coffee morning, even if there is cake.


-Is parking or walking a long distance going to be a problem? For lots of outdoor and large events, parking may be very far away from your stall. If mobility is an issue for your key demographic (older people for example), including walking on uneven ground, then this might make you quiet.


-Will it be noisy? If you need to talk a lot to your customers or noise is going to be off putting, difficult or triggering for your fans, then loud events might not be your thing.


-Is alcohol an issue? Even if it isn’t for you, is it a problem for your demographic? Lone women, or families, may not be comfortable going somewhere they’re going to be surrounded by groups of drunk men.



Weather plays a HUGE part in summer events – if you’re outside and it’s a windy, wet or cold day it’s not going to be great, if you’re inside and it’s a boiling hot day (like…anything over 18 degrees, we are still in Scotland after all), it’s going to be quiet. The difference in the 2 being if you’re in the middle of a field in the rain, no matter how interested in your product people are, they aren’t gonna stand outside in the rain for it. If you’re inside however, if they are tempted by your stuff enough they might spend half an hour inside having a look. This brings us on to what’s really most important…


Bring in your own fans!


Even more so than with events at other times of the year, if you are adamant that you NEED to run a high profit at every single event, your best (and only) option is to cultivate your own following and increase your brand awareness (ie tell people about you!) The easiest way to do this is through a Facebook page or other social media most appropriate for your demographic (there are loads of options now but if you’re a beginner or short on time, Facebook is a good bet). I’ll do a post on beginners Facebook tips, but that’s for another day. Keeping mailing lists is also an excellent way to keep your fans updated.


Now I know it is of course the organisers duty to advertise the event, but they have to think of the event as a whole rather than specifically about you. They need to do what they can to get the maximum people through the door, and sorry love, but your product might not be it.


Choose events your fans will come to and tell them about them so they want to attend. Tell them as often as you can, and do it long enough before the day of the event so they can plan to come and attend. Telling your mainly local following that you’re going to be at a ticketed event 50 miles away 10 minutes before the event opens probably isn’t going to bring anyone in.


Think about how many sales you actually need to make it a good day and try to bring that amount of people in, wherever you’re going, whatever you’re doing. The number is probably very small isn’t it? If you rely on yourself to bring in enough people to cover your costs, anything you get from the actual event is profit.


And finally….


UP YOUR GAME!


Come with a good attitude, a gorgeous display and your best fucking customer service.


Stay until the doors have closed, and be on your feet and smiling, chatting and being welcoming to every single person who comes near your space.


Do what YOU can to make the event the best it can be – create a good atmosphere, post photos on your social media, interact through twitter/instagram with people who are tagging as being at the event, or just have a good time with your fellow stallholders.


Follow every single bit of Selling at Craft Markets: Some Advice to Make it a Better Day.


And most importantly, don’t let any frustrations make you a jerk and affect your future earning potential.