Attending Craft Fairs is Important

Credit: Artefact Contemporary Craft Fair at Vessel Gallery 

It is easy to think up reasons for not attending craft events, e.g.:

·        Expense

·        Stocking costs

·        Accommodation and travel

·        Will I be able to sell to people?

·        Is my glass work good enough?

·        Which show is the right one; there are so many?

These are the thoughts we use when trying to avoid something.  There are a number of reasons to make the effort to show your glass at events.  These are some of them.

Feedback

Attending a craft fair enables you to get personal feedback on your work and your prices.  The questions people ask will show the kind of marketing you need to do. By talking to people, you can refine the idea of your ideal client and what they like about your glass.  The things about your work that are not clear indicate what you need to consider about your glass or presentation.

“It’s much better to get feedback from strangers who are interested in design or crafts, rather than asking for feedback from your mum or best friend!”  Patricia Van den Akker

Raise your Profile

Attending the events that fit your glass work can build your profile in a way that on-line cannot.  An event where entrants are selected boosts your confidence, but more importantly, boosts the confidence of the buyer.  You can use this to build your reputation by posting on social media, and even help to get local business awards.  But be sure the event is one which contains your peers, as a poorly chosen show will not improve your profile.

Maintain Contacts

Participation in fairs and other events is an easy way to maintain existing contacts.  It shows how your glass is developing and maintains your profile within the buying community.  It is also a good excuse to connect with the people on your mailing list, and through social media.  An invitation is a welcome reminder to people that you value the client enough to welcome them to your event.

New Clients

While at an event, whether a trade fair, or another kind of event, the people you meet will be those who are interested and willing to buy.  These are your new customers coming to your door.  Get them to sign up to your newsletter online with Mail Chimp or other reputable email provider to ensure you comply with the GDPR legislation on privacy.  Give them information about your social media and website too.

Events Can Help Online Sales 

When promoting your participation in an event, you need to feature your website also.  This enables those who cannot attend the event to look at the site and some will purchase.  Also, when you are following up with people afterwards some will make online purchases although they did not buy at the event. 

Physical Presence 

You stand is a tangible presentation of your glass or collection.  A well-presented stand can have much more impact than an online display.  It is an occasion where people can touch your work and get a tactile impression as well as physical one. This engagement with your glass makes it more likely people will buy from you now or in the future.

Selling creative work is a process and your individual and trade clients go through various steps of getting to know you, like you and trust you before they purchase…   Events play a key role in this buying and commissioning process.  Patricia van den Akker.

Deadlines

Signing up to an event means you have to have things ready. You can‘t put things off, because you have to be there and be prepared.  This makes you direct all your efforts to all of your business needs at once – marketing, promotion, updating the website, pricing, preparing your stand and its display of glass work, etc.  It brings to the fore all the things you may have put on the back burner.

Attending craft fairs and other selling events can bring many benefits in addition to sales – profile, getting feedback, re-connecting with previous customers, finding new customers, and simply putting everything you need to promote your business in a one-time limited occasion.