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There
are so many things you need to remember before starting off to the event you
have signed up for. A checklist can help
reassure you have everything you need and are prepared for your visitors and customers.
Spread the word
Let everyone know
about the fair – your acceptance, your preparations, what you are taking, what
else is happening at the event, etc. The
more stall holders talking about the event, the wider the publicity will be, and
it should attract more visitors.
Set up at home
Set out the floor space you will have and see how
you can make your stand be the best.
Mock-ups at home allow trials of various displays. Set up one day and leave it for the next. Your immediate impression the next morning
will tell you if it is right. When you
have the display right, photograph it so you have a reference at the setup at
the show.
Design your own banner
Most big organisers will have a generic name
board for your stand. Everyone has
that. Your pitch can stand out if you
have designed a banner which reflects your glass work and business logo. It needs to be boldly visible and state the
business name clearly.
Tool kit
You need to have a box or bag of all the things you
need to set up and sustain you for the event.
There are the things you need to operate during the show - a float of
cash, pens, business cards, Publicity material, blu-tac, scissors, string,
strong tape, wet wipes, polishing cloths, pens, phone charger, and a small
notebook, tablecloth, price labels, bags, packaging, a card reader, smart phone or internet
connected tablet, directions to the venue, etc.
Your list will vary to some extent for your needs, but will be much the
same for large and small events.
You need to think about yourself too. Bring bottles of water, snacks, chewing gum
or mints, tissues, a folding chair, anything else you need for sustenance for 6-
to 10- hour days; and a positive
attitude.
Make it possible to carry all of it
Remember you have your set-up materials – stands,
boxes, supports, and survival bag. You
also have to get your glass and packaging into the premises too. How are you going to manage? Will a folding
trolley be needed? Maybe some other carrying method will be better. Pack things up and practice transporting them
for a distance. If it is too heavy, try
other methods such as breaking the materials into smaller units.
Have your directions to the event with you
You need to be sure
how to get to the venue to avoid any panics.
Make sure you have plenty of time to get to the place. Being early allows you to have a rest and
calm down after setting up and before the visitors enter. Give yourself plenty of time to unload and
park the car – everyone else is trying to do the same thing as you and at the
same time.
Pricing
Make your price
list days before the fair, ideally as soon as you have finalised what glass you
are taking. Make sure all the glass is
clearly priced, so the less confident buyers don’t have to ask. If you are
selling online, the prices should be the same. You may want to
offer discounted prices at the event, but the ticket price should be the same
as online.
Business details
Bring
business cards to hand out to people who cannot make the decision to buy on the
day. They may decide to buy later. A
discount code written onto the card may stimulate a later purchase from the
online shop. Have publicity material
available too – something about you, your glass, and your business. Price lists are useful if you meet buyers and
wholesalers.
Card reader
A method to take card payments is essential. A sign
or logo indicating that you take card payments encourages people to purchase. If you don’t already have one, give yourself enough
time to get it, as it often takes at least a month. And you have to get familiar with it before
the show.
Web presence
Make sure that your
website, your shop and your social media are up to date. Events often cause more traffic to your
sites, so they need to be ready before you leave for the event. This means hiding anything that is one-off or
difficult to replicate. Sometime after
the show they can re-appear.
Conversations
Be ready for the people you will be meeting with a
variety of starters for the conversation with different visitors. You will probably have a different
conversation with a buyer than with the general run of visitors. You want a conversation to get feedback on
your glass and other things relevant to your glass, display and general
presentation. These also help discover
what may fit the people who want to buy, or comment on your work in ways that
can help you improve or even start new glass lines. Have a notebook to record the feedback you
get as soon as you can at the event.
Plan friendly, but not pushy conversation openers. You can offer help in describing the
qualities of your glass, rather than how it was made. Be prepared to talk about yourself, your
inspirations, how you work, etc. Be
interested in the visitors – their likes, desires, what they are looking from
the event.
It is from these conversations that you can expand
your mailing list. The people you have
pleasant conversations with will be willing to join your mailing list and the
social media you participate in. Enjoy
your event!
Engage with your neighbours
If you are on your own for a long day, you will
need help from them to cover for your toilet breaks at the least. Friends you make at shows can become
long-term and can be a source of information when you have questions. They don’t have to be glass workers. It is a good way to business network and get
mutual support.
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