Selling at Craft Fairs 2
By Angie Boyer
How much will a stand cost?
An organiser of a good quality, small annual event, which is held indoors to raise funds for the local church, told me recently that he had put his stand fees up to £30 for this year’s show. I expect that exhibitors would probably get space, a table and probably a chair for that money - maybe even an electrical supply - and a good stream of dedicated visitors who attend each year, not only to support the church fund raising efforts, but also because they know that the standard of work on show will be of good quality with an interesting variety to choose from. At the other end of the scale, one of the shows we visited last year, which was held outdoors in marquees and came complete with floor coverings, shell scheme (exhibitions panels around your stand area) for the exhibitors and all the trimmings, could have cost an exhibitor with an average sized stand several hundreds of pounds and more. So it is vital that you select wisely - if you are new to crafts, choose smaller, less expensive events to begin with, where the financial risk is less. Smaller shows can be an excellent way for newcomers to find their feet and for experienced exhibitors to fill the gaps in the show calendar between big, major events. A craft fair with 25 or 30 stands, held over one or two days can have an equally high standard of work as an event with ten times the number of exhibitors, held over 3 or 4 days; the size and duration of an event is not necessarily an indication of the quality of work to be found there. Each organiser has their own method of payment and bookings, but typically an exhibitor can expect to pay a deposit on booking the stand and then the balance several weeks before the event. Some have a ‘rolling deposit’ system, where the deposit is carried forward from one event to the next, and some offer a discount if several of their shows are booked at the same time. Many accept card payments and most will expect payment to be made in full well before the date of the show. But remember the advice from my last article - don’t place any bookings or make the payments until you are sure which show(s) you want to apply for, check the events out, visit them first whenever possible, ask other makers and be certain what your plans for selling at craft fairs are before you apply, as all organisers will have cancellation terms which you will have to adhere to.
What do I get for my money?
The best way to find out is to ask the organiser! Find out exactly how much space you will have for the stand fee - a basic stand space will usually accommodate a standard 6’ x 2’ tressle table, with adequate space to move around it, although this does vary and ‘double’ spaces or larger are often available. Ask what size space the fee buys you and also what ‘extras’ you’ll be supplied with - table(s), chair(s), electricity? You may be charged an additional fee for all or some of these - and you may also be charged extra for stands in a prime position, such as end of aisle. So make sure you know what’s being supplied - it’s not only the financial consideration, you really don’t want to arrive at a show and find that there’s no table provided when you assumed that there would be. Often there are spares available that can be hired at the last minute, but you’ll be stuck if there aren’t any! If a fee is charged for these extra items, it’s usually because the organiser has to hire in the goods or services, so the costs are passed on to the exhibitors. Ask about ‘unseen’ extras as well - when you book a stand, will you be offered the opportunity to have your work included in any publicity that is being carried out - leaflets, website, promotional features in magazines and local papers? (That will depend to a certain degree on whether or not you have quality photographs of your work, of course, more on that in a future article!). Does the organiser supply leaflets for exhibitors to send out to prospective visitors and buyers? All of this gives you a more comprehensive idea of the type of event you’re booking, the professionalism of the organiser - you should find that you are being asked questions about your work if it’s a top quality show you’re applying for, so don’t feel awkward about asking some questions in return, it shows that you’re interested in the event and keen to do your best.
What about displaying my work?
You’ve booked a stand, then - so what do you plan to do with it? Your stand at the show will be your shop window whilst you are there and how you stock and dress it is crucial. No matter how well designed and skilfully made your work may be, presentation is vital in showing your craft at its best and helping it stand out from the crowd. At a craft fair you will be presenting your work alongside many other makers and a professional display, designed to complement your work, can make a big difference in attracting customers and improving sales. Many people display their work on a table, store the stock underneath it and then stand behind it to serve buyers. Others, with larger stand spaces, transform the whole area into a walk-in shop, erecting screens, hanging drapes, using tables and rails, even creating small changing room areas for fashion items. The possibilities are endless and, with a little imagination and research, it is easy to produce whatever best suits your product and your budget. Use the internet to find what’s available in the way of ready-to-use display systems and check out retailers such as IKEA, who have some excellent display cabinets, one range is particularly suitable for jewellers. There is also the option of purpose made display stands which can be tailor made to suit you. (Broadlink Ironcraft specialise in craft stand manufacture: 01652 640438)). Whatever you decide, remember that at most events, where there is no formal ‘shell scheme’, people will be able to see beyond your display to the next one unless you create something to prevent that. It can be visual chaos sometimes when one stand merges into another for lack of dividing screens or panels, so design your stand with that in mind. Be aware that you will have other people’s work in close proximity to yours and create a visual barrier between the two wherever possible.
Make it manageable
Think about how many events you plan to exhibit at - if you expect to be out at shows frequently, you’ll want a display which is easy to transport, quick and simple to set up and take down. It needs to be adaptable, you may not always have the same size space or a stand in the same position, so keep the layout flexible. Be aware of the weight and size of anything you use - remember that it must all fit into your vehicle (along with stock, etc.) and that you’ll be carrying it to and from your stand on set up and break down days, so make sure it’s manageable in every respect. If you are using a table, you will be expected to cover it right down to the floor so that nothing underneath it can be seen from outside your stand. Make sure that people can only see what you want them to see, that all boxes, packaging and personal items are put away out of view. *Cloths covering tables need to be fastened neatly in place so that there are no loose edges hanging which might be tripped over and cause accidents. Try to add height into your display, to lead the customer’s eye in and around the stand, not straight over it to the next exhibitor. If you’re new to crafts and the budget is small, begin by experimenting with things that you can afford - try painting some sturdy boxes, or covering them with the same cloth as your table cover - use containers which can be stacked to add height to your display and also double up for carrying items in, to and from the show. Side panels can be created with wooden trellis for hanging work on, even the most everyday items can be effective - upturned terracotta flower pots could be used to create height, colour and texture in a display. You’re in a creative business, so bring that creativity to your presentation, with imagination you can create an impressive display at very little cost. It’s worth thinking about the floor, too. The British weather is notoriously unpredictable, if you are in a marquee, it might be thick with dust on a hot, dry day, or churned up with mud if you’re really unlucky. So, particularly, if you are selling work which could be damaged, such as fashion items, you may want take some floor covering with you to protect everything (non-slip plastic sheeting, roll up coir matting, etc.).
Don’t be in the dark
Try to use appropriate lighting whenever you can, it is usually possible to book an electrical supply to your stand and smart, portable lights are easily available from places such as B&Q and IKEA at very little cost.* Cast an eye over other people’s stands, how they light their displays. Take a critical look at how goods are displayed and lit in shop windows - they are rarely dark and gloomy, which is how your stand could look without some lights to bring it to life. Think about colour - for example, if your products are very bright and colourful, they may benefit from the contrast of showing them on a rich, dark colour; feminine items may be better suited to softer, more sympathetic pastel shades for background colours - try different things and see how they affect the visual impact of your products, always keeping an eye on current trends and seasonal colour fashions. Remember than less can be more - displaying less products can have more impact, so have an eye for space and don’t cram the stand full of stock. Leave some space around each piece or group of work - people will ask about availability of different sizes, colour options etc. if they cannot see exactly what they want. A most important point - make sure your display is safe - be certain that everything is secure, that panels are properly fixed, that boxes won’t tumble, that lights are safely fitted. Be confident in your own mind that your display will withstand a certain amount of jostling, especially if you are exhibiting in a marquee where the ground is likely to be uneven.
Let them know you made it!
The biggest strength that makers have in the competitive retail environment is the fact that they are offering unique, quality hand crafted products - yet still buyers do not always appreciate that, so make sure you let them know about your work. By using showcards, displays of photographs with written descriptions, it’s easy to put something together which tells the story of your work, the various stages of it’s design and making. It’s not always appropriate for makers to demonstrate their work at a show, but customers enjoy displays like this, showing you at work and the various stages of the design and making process, and they can provide an excellent talking point for you when people stop to browse. One more thing to remember about your display - once it’s all set up and perfect, take a photograph of it before the show opens. Many organisers now not only ask for photographs of your products, they also ask to see what your display looks like, so take some photographs ready to use when you apply to other organisers for the first time.
Dress Rehearsal
If all of this is new to you, try everything out at home or in your workshop well in advance of the show. Mark out an area the size of the stand you have booked, set everything up as you plan to at the show. Does it all work and come together as you envisaged? Have you left room to get behind the table if you are using one? Is there enough space to store your spare stock? Where will you sit (the days can be long and hard on the feet!). If you plan to demonstrate, have you allowed space for that (or is it being offered by the organiser as space additional to your stand area?). Will everything pack into your vehicle and still leave space for your personal things? How long does it take to put the stand up? You will be able to set up at the show well in advance of it opening, often the day before, but it does help to know how much time to allow yourself for unloading and setting up. Remember, your stand at the show is your shop front, you don’t get a second chance after the show has closed, so you need to do everything you can to make sure you make the most of this selling opportunity. Your display should look as though it has been thought out and designed specially for your products, it needs to look professional, present an image in keeping with the quality of your work, giving an air of confidence - even if you do feel nervous at first!
