CRAFT SHOW VENDING A - Z

Presentation by Kristen Rask and Moxie
May 20, 2009

Moxie is an artist with years of experience selling her work in large and small venues along the west coast. With obsessive attention to organizing and a rare talent for interpersonal communication, Moxie is also the President and Director of Vendor Relations for Urban Craft Uprising, Seattle's largest indie craft show, now in its 5th year.
www.madebymoxie.com
moxie@madebymoxie.com

Kristen Rask sold her first piece of craft at 5th grade summer camp and she hasn't stopped since. With her vast experience as both a craft show seller and an organizer, Kristen's passion for all aspects of the craft world only gets bigger. She is the owner of Schmancy, Director of Public Relations and Marketing of Urban Craft Uprising, and is co-creator of Grassroots Business Association.
www.schmancytoys.com
kristen.rask@gmail.com

Beyond immediate sales, why vend at a craft show?

Some answers include:

Community
Meeting crafty people
Research
Public reaction
Opportunities beyond sales

Decisions are easier, life is more satisfying, vending is easier and more successful if:

You know why you make what you make
Your work comes from your authentic self
What you make means something to you

So many venues to choose from!

Ways to find craft show possibilities:

Google news
Look at the shows your favorite crafter does
Go to lots of craft shows, shop, observe, and talk to vendors

Shows often announced here:

blog.craftzine.com
artisttrust.org
indiecraftshows.com
festivalnet.com
eventlister.com
findacraftfair.com
diyalert.com
meetup.com/EtsyRAIN

Shows we like:

Urban Craft Uprising: urbancraftuprising.com
Renegade Craft Fair: renegadecraft.com
Bazaar Bizarre: bazaarbizarre.org
Maker Faire: makerfaire.com
The Art of Comedy: comedyunderground.com
Bust Craftacular: bust.com/Craftacular
Crafty Wonderland: craftywonderland.com
Felt Club: feltclub.com

Which shows are right for you?
Research, Network, Out of town = special considerations

Ask other crafters how shows worked out. Search Flickr for show names, images from customers. Crowds are important.

You've chosen a show, and it's time to apply!

Preparation: create a checklist from the application requirements

Application (Example)

UCU 2009 Summer Show Vendor Application
August 1st and 2nd, 2009 at the Seattle Center Exhibition Hall All applications must be received by Friday, April 10. You can expect to hear a decision by early May.
Although we have kept booth fees the same as last year's Winter show, for the first time this year, we are asking for a non-refundable $10 application fee. In the past, we have required full booth payment up-front, which was a hardship for some vendors. This fee allows us to limit collection of full booth fees solely to vendors accepted to the show.
First Name * Last Name * Address * Business name * Website * Tagline * WA state business license #

Would you like to be sent promotional postcards to hand out

Will you be using a tent canopy as part of your booth setup? Booth size 10'x10' (+ $275) or 10'x5' (+ $175)

If you do not have a City of Seattle business license you will need to pay an additional $10 licensing fee ($5 per day).

Swag bag fee ($25). You do not need to pay this fee if you contribute at least $25 worth of your merchandise or samples (retail value) for our swag bag by June 3.

Pay fee (+ $25) or I will contribute $25 in Swag before June 3rd The only payment required from you at the time of application is a non-refundable $10 application fee. If you are accepted to the show, we will invoice you for your full booth fee

Email address used for Paypal payments:* (This is the email address to which your invoice will be sent if you are accepted to the show, in the amount of: $ .)
Craft Description Please provide us with a brief description of your craft. Please give us an idea of the price range of the items you will be Please describe the production process for your craft (e.g. materials used, tools used, is it handmade, etc.).
In addition to the on-line application form, please email no more than 5 JPGs of your work to photos@urbancraftuprising.com In order for your photos to be processed, please use the following file naming protocol: businessname_photonumber.jpg
Example:
CoolTshirtCompany_1.jpg
CoolTshirtCompany_2.jpg
CoolTshirtCompany_3.jpg
CoolTshirtCompany_4.jpg
CoolTshirtCompany_5.jpg
Your application is NOT complete and will NOT be reviewed until you submit your photos. Photos should be representative of the merchandise you'll be selling in your booth. If you include more than 5 photos, they will be deleted and it will not be possible to process your application.

Checklist

Basic Show Info:

Show date – 8/1 & 8/2

Online application, deadline 4/10

Decisions made early May

App fee - $10 Paypal

I need to gather:

Business license info (WA and Seattle)

Craft description

Craft price range

Craft process

Up to 5 photos (JPG) emailed to photos@urbancraftuprising.com

I need to decide:

Canopy?

Booth Size?

Swag?

I need help with:

Paypal

Jpeg - shmaypeg!

You might wanna:

Read any FAQs or additional information available from the venue
Follow instructions
Take your time
Seek advice
Use your resources
Have phenomenal photos
Have empathy
Save your application info

Probably not cool to:

Phone it in
Assume anything
Place the burden on the venue
Forget why you are passionate about what you do

The More You Know: Phrases that have no place in application materials or emails:
“I don’t know how to...” | “The instructions say X, but...” | “Do I really have to...?”

The application is in... hurry up and wait?!

If the waiting gets you feeling antsy, try:

Adding the jury date to your calendar
Following the venue's blog, twitter, myspace, facebook, etc.
Distracting yourself until the feeling passes

Dissapointment is incredibly dissapointing.

Things to remember if rejected:

It happens to everyone
Stay calm and don't take it personally
Not all jury selections will make sense to you
Why you care about what you do
Every show is different (the mix changes every time)
Try, try again

If you are accepted:

Read, save and understand every detail as you get them
Be patient

Photos will make or break your application!

Things to think about:

Consider professional help
Take advantage of the maximum number allowed
Follow all instructions (names, sizes, etc)
Composite photos are a no-no
Make sure you include a wide and honest range
Photos should make sense together
If you've applied before (accepted or not) have at least one new photo

Small Object Digital Photography Workshops
Marlo Miyashior
www.bit.ly/marlo_photo

Photos by James Moes, www.jamesmoes.com

Preparing for the big show!

Have a game plan from the start:

Who can help with what
Profit goal

Pricing
Wholesale

Calendar
Stock Goal

What to bring:

Rubbermaid
Survival
Display
Business cards
Promotional items
Packaging
bags for customers
bed risers to lift table, good if selling smaller items

Display has endless possibilities!

You’re gonna want to consider:

Visibility
Ergonomics
Levels
Cohesion
What happens when it's touched?
Yourself!
Signage

Banner
Descriptions
Prices

Practice run

Display and packaging resources:
www.kc-store-fixtures.com
www.americanretailsupply.com
www.displaycostume.com
www.ikea.com
www.daiso-sangyo.co.jp/english

Don't Quilt Your Day Job

Adorn Jewelry

Checklist for craft shows

Operations:

Receipt books
Calculator
Pens
Shopping bags
Business cards
Postcards
Swag
Cash: have plenty of $1, $5, $10.
Mailing list sign up form

Display:

Inventory (including inventory list)
Table cloth
Risers
Banners
Bowls
Mirror (if selling any jewelry or clothing)
Business card holder
Table (if not renting from show)
Chairs

Survival:

Water
Snacks
Caffeine
Sunscreen if outdoors
Hat if outdoors
Tarp: if outside there is a chance or rain and you want to protect your work

Tool box:

Rope
Tape
Heavy stock paper
Makers
Scissors
Thumb tacks
Band aids
Extra clothes

Tape supply list to a Rubbermaid container that you can keep a lot of these things in so you can rush out of your house without forgetting a thing!

Show it!

Upon arrival:

Remember your empathy, patience and calm
Have help

Selling is a delicate process. It's about creating a balance:

Interact with customers / Give customers space
Be confident / Be gracious
Feel hopeful / Feel at peace

Customer service is work! Remember your:

Body language
Passion
Empathy
Sense of humor
Grain of salt

Sometimes customers don’t think before they speak...

“I could make that.” “Why is this so expensive!?” “That looks just like xxxx.” “Where do you get your xxx?” “How did you make that?”

The best response is often a well practiced smile and an invisible deep breath.

Remember:

If every single person in the world likes your work, your work is probably really boring
People generally don't know that they've offended you, or even that you can be offended
You are doing this because YOU like what you do

Work it!

It's important to feel connected and enthusiastic at a show in the face of difficult interactions and just plain exhaustion.

Things that’ll make you feel delicious:

Take a break
Offer to cover your neighbor ifthey need a break
Root for everyone to succeed
Buy something from another vendor, even if it's small
Barter

Things that’ll make you feel yucky:

Over-think
Scowl or pout
Count your money
Talk smack
Get jealous
Lose confidence
Close early

The show is over!

If it's a two day show, at the end of day 1:

Follow instructions for overnight booth security
Cover or remove whatever makes you feel most comfortable
Take your cue from other vendors if you're not sure

At the very end:

Have help
Expect delays
Leave your booth area free of garbage
Thank your hosts
Offer help to others

You did so much work!

Make sure you recover and reward yourself for what you've just accomplished:

Acknowledge and respect all of the work you did
Plan a treat
Sleep late
Take some time to play
Take a class
Make something just for yourself
Have open ended creative time

When you have the headspace and energy:

Assess your planning and execution
Be open to changing what you do
Ask for feedback
Give feedback
Make notes about things you'd do differently next time
Put notes and your checklists at the top of your container

Rinse.

Repeat.

Take it from the people who know!

Sara Lanzillotta | Devout Dolls | www.devoutdolls.com

1. What ingredients and/or outcomes make for your definition of a "successful" show?

I would say a good reaction to my items and a good, steady amount of sales. There doesn't have to be a ridiculous amount of people there as long as those people are buying things. Also, even if it seems like you're only selling your least expensive things, it can surprise you at how much it adds up to in the end. If you can't have good sales but at least have a good looking booth and are able to pass out plenty of cards and info on your products, it can still be considered successful since it's also advertising.

2. What do you love about vending? What do you dread about vending?

I love meeting and being able to talk to my customers. It's instant feedback and reassurance of what you're doing. Having that one on one is the best way to test out products and see if something's successful. It's also great to get out of the house and be with a large group of people who are all doing the same thing as you. The most dreaded part is setting up and breaking down, especially if the space is a challenge or there's an extreme time crunch.

3. What's the most important thing an vendor can do to prepare for a show?

hmm, I think there's a lot of important things but mostly, I guess, is to just be sure you have a large amount of stock. Even if you expect not to sell too much of it, your booth will look nicer and it will be more impressive if you have a good amount of things in your space. I'm not talking too much/cluttered, etc. but enough to make it look like you weren't still getting ready at 5 am (even though we all know you were). You can always store extra under the table and just bring out a new one when something sells. It's a real bummer to have people ask for things when you only have them cut out at home. Give yourself enough advance time to actually make up some stock. Start too early if you have to. It will save you stress later. I think the other most important thing though would be to have plenty of cards or printed info that people can take away with them. If you run out of stock, are too busy to talk to people, or people are unable to buy right then but might want something later, it's a great way to keep your name out there and have people remember you. Think of it as extra advertising and make sure you always put a card or some sort of info in each persons bag when they purchase something. A show is a great place to make sales but it's also a great way to enhance future sales.

4. What are your thoughts about bartering with other vendors?

I usually save my bartering 'till the end of the show. I think that's the most fair way to do it. We're there to sell things and I need to sell as much as possible (as do other vendors) before I start trading things away. It's fun, I do it all the time but I have to remember, I'm there to sell. I always appreciate people who want to trade with me, coming up and saying "at the end of the show, IF you're interested, I'd love to trade". Don't pressure the person, don't put them in an odd situation and don't be offended if they don't want to. There are always tons of things I'd love to trade for that I often don't because usually, what I don't sell, I need for stock for other shows or stores. Sometimes you can use that as an excuse if you don't want to trade with someone. They should be understanding of that. I usually tell people, I'll come find them after the show if I'd like to trade.

5. Do you have any advice for an artist vending in their first big show?

A few tips for things I see people doing that will hurt their sales: Reading a book or doing an activity while people are in your booth. Some of us are not super outgoing and may find it hard to talk to people but remember, you're part of the show, the booth is your stage. Say hello to people when they walk up, smile, be friendly. You don't have to go overboard into a conversation but just let them know you're aware of them and available if they need you. If you're reading, or trying to avoid people, it's very off putting and comes across in your work. It's not inviting and very uncomfortable. Also, if you have visitors and you're yapping away, be sure to stop your conversation and at least say "hello, let me know if you need anything". DO NOT ignore your customers! That's what you're there for! In a crummy mood? Your goldfish just died? You broke up with your boyfriend? Then you've gotta fake it! Pretend you're happy to see them and mourn when you get home. (does that sound too harsh?) Also, as far as booth set up goes, we often see what my mom and I have named "Library Lions". This is when someone puts themselves right at the front of their booth in a chair or else paces back and forth across the front. Only the brave would enter that booth. If you're "guarding" your booth, people will not feel welcome. Put yourself in the back corner and invite people in.

Torie & Cathy | Crafty Wonderland | www.craftywonderland.com

1. What is the hardest part of the application process for you?

We always have more applicants than we have room for so it's hard to say no to artists who make great things but may not be quite the right fit for our show. We also try to balance having returning vendors as well as new ones and it's hard to have to say no to a vendor who has sold with us before. But in the end we have to create a diverse range of items that shoppers will enjoy - having too much of one thing or items that don't quite fit our aesthetic doesn't benefit anyone.

2. What's the most important thing an applicant can do for you?

Follow directions! We have very specific instructions for applicants and accepted vendors and it drives us nuts when they don't thoroughly read the instructions and we have to email them to ask for additional information or play detective to figure out who a payment is from.

3. Do you have a silly or ridiculous story from your role AS an applicant or vendor at a show?

We witnesses a fist fight at Renegade Craft Fair in Brooklyn! It was the end of a really hot day and the vendors were all patiently waiting in line to return their tables and such to the rental van. The two guys loading the van for the rental company got in an honest to godness brawl, punching and kicking each other right in front of everyone! Once they'd settled the score they just went back to work all bloody and broken up. We were all stunned!

4. Do you have any advice for an artist vending in their first big show?

Do a mock set up of your display at home. Display is SUPER important! Not only do you need to fit within your assigned space but you want your booth to be nice looking, not too crowded and easy to shop. Plus it takes a lot of the stress out if you already know how you're going to set up your booth when you arrive.

Jessica Lynch | Slow Shirts by Slow Loris | www.slowshirts.com

1. What ingredients and/or outcomes make for your definition of a "successful" show?

We set an amount of shirts we want to sell before every show. We aim high, and if we reach that mark or come quite close a show is successful in our eyes. We've also had a couple horrible shows before where NO ONE shows up, but we met fellow designers who we have since collaborated with. Though there wasn't a s uccess in sales, we had time to talk with our creative peers and launch ideas together, so we look at these show to be successful as well!

2. What do you love about vending? What do you dread about vending?

LOVE talking and meeting new people, and witnessing people get excited about or products that we usually wouldn't get to see through web sales. DREAD forgetting names of people i should remember and hauling our gear back and forth to our truck.

3. What's the most important thing an vendor can do to prepare for a show?

Making enough signs and tags. Inventory stock list. Business cards. Packing YOUR OWN FOOD. And bringing the almighty essential bag containing scissors, electrical tape, packing tape, sharpie markers, calculator, blank card stock, bulldog clips and a hidden flask filled with whiskey. Okay just kidding about the whiskey, I don't drink it. Make mine vodka. Okay obviously only bring the flask to outdoor summer shows, right?! (JOKING!)

4. Is there a silly or ridiculous vending/customer story you can share?

I bet there are many I'm forgetting, but besides trying to sell to drunk people at midnight at the Capital Hill Block party (cause that's funny) I'd say a sale we did at Bumbershoot where they put us in Alki court next to a fountain/kiddie pool. It was so hot and everyone would come and wade into it to cool off unaware of the slippery-slimey bottom. In the beginning when i would see someone dipping in a toe, i'd warn them, but after everyone and their mother kept wading in, i soon gave up and instead after they'd fall in, and completely soak themselves, I'd sell them a clean, dry t-shirt to wear. We sold over 400 t-shirts in those three days. Now we request the same booth spot every year :).

5. What are your thoughts about bartering with other vendors?

I will barter if i like/need their goods. If i don't like something and they are asking to trade, i say I don't barter until the end of a show with whatever stock i have left. Even if i don't like something someone else has made, i really like trading work for work, and there is always someone in my life who might like the said item as a gift. If their price points are a lot higher than my work, i simply say i need to make the money and can't afford to trade. This is always a good answer cause it's the truth! When i want to barter I ask with giving the other person an out, i say, " I know you probably have too many t-shirts, but I would really like to trade for (said item) and if you think you'd rather not trade, let me know as soon as possible so i can buy (said item) before you sell it." Done.

6. Do you have any advice for an artist vending in their first big show?

Yes, go to other shows and see how other artists have set up their booths. Check out their wares and make sure you will stand out if yours are of a similar idea to theirs ie: soap, tea, t-shirts, etc. Take notes of ideas you have and when you get home figure out what you can do to stand apart, be it signage, packaging, deals or pricing.

Marlo Miyashiro | EtsyRAIN, Tote2Go | www.marlom.com

1. What ingredients and/or outcomes make for your definition of a "successful" show?

A. I go home with a fistful of cash and credit card receipts which add up to a minimum of 3x my booth fee ( more would be even better!)

B. I made some new friends - both vendors and customers

C. There are opportunities for growth which make me want to come back the next year to experience them!

2. What do you love about vending? What do you dread about vending?

I love: Talking with people. Making that first sale of the day. Making the first multiple sale of the day. Selling stuff that I know makes people happy. Selling a LOT of stuff if possible. Standing back to take that first photo of my "finally finished setting up" booth. Learning stuff - from customers and vendors alike. The feeling of possibility that comes at the beginning of a show. Smiling a lot and staying positive. I dread: Figuring out how I'm going to set up my booth (since I always seem to change my mind mid-stream). Those moments just before the show opens when I'm still messing with my booth and feel like I'm not ready for customers (even though I always am!) Meeting and deflecting highly negative people - both customers and vendors alike. Rude people (ditto). The pain in my feet and face (from smiling too much) at the end of the day. Breaking down the booth.

3. Is there a silly or ridiculous vending/customer story you can share?

Hm. Let me see if I can pick one. :) One of my favorites: I was showing at an outdoor craft fair in a park once. It was a long, hot day with very few customers and too many chili-eating, beer-drinking people around (side note: never ever do a chili cook-off /beer festival /kids carnival show unless you cater directly to those folks!). A couple of "ladies" pulled into my booth and started poking around at my stuff. They were obviously "crafters" of some sort, since they would take my work and look at it reallly close and try to figure out how I made it. Then one of them says to the other, "Hm. My granddaughter could make this." RIGHT in front of me. I obviously heard them, so I responded, "Oh really? That is SO awesome. I've been selling to a lot of galleries and I could really use some help in my studio. Would you give your granddaugher my phone number?" (insert BIG SMILE here) Needless to say they scurried out of there in a hurry! Awesome.

4. Do you have any advice for an artist vending in their first big show?

Other than sleep lots the night before? Hm...Yep. Sure do! ;) Bring lots of water to drink. Talking dehydrates you faster than you'd ever think. If you can help it, try not to sit in your booth if you are selling. Getting up scares customers. You don't want to scare them, do you? If you find a pair of "I could stand in these all day long!" shoes, buy *two pairs*. Be extra friendly to your neighbor vendors. You never know when any of you will need help. If you end up next to "Surly Vendor #2" then don't take it personally. Some people aren't really people-people! It's never you - it's always them ;) Bring more change than you think you'll need. Making change for a fellow vendor is a great way to make friends too :) Never ever EVER critisize your own work in front of ANYone at the show (this includes vendors). If you are feeling uncomfortable with a compliment, just say, "Thank you so much for saying that!" and let them feel good about making you feel good! If a customer says something strange and possibly insulting, respond with kindness. For instance: If a customer says something like, "Wow! You MADE this? It looks like you bought it at Wal-Mart!" Try not to take immediate offense. Instead, consider that your customer has no idea about the difference between mass-manufactured and handmade aesthetics. In this light, they are actually trying very hard to pay you a sincere *compliment*! They're just a little ignorant, that's all. Take this chance to educate them (nicely) about the difference between your work and the the "other" stuff :)