I participate in a number of local craft shows in the Houston area. I make soy candles and design jewelry products. I’ve been selling my crafts in local craft shows for about seven years now. I use to think getting accepted in a local show (which can be challenging) was the trick to selling my crafts. Getting in the show is just the first part. Getting the show advertised, marketed and bringing the right audience to the show is even more important. Here are my top priorities on how organizers and the members of the show can market their show in order to increase sales.
1. Website. Yes, you can build an inexpensive, yet effective website to advertise your show. People love going to “informational” websites, watching videos, and finding out information of when, where, what, how, etc. People want directions. They want information. They’ll even sign up to be on your mailing list to be contacted for the next year’s show. If you have a central check out, or accept credit cards, this is the perfect place to put your credit card logos. People will stay on the website if you have pictures, videos, music. You have to look at the website as one big advertising tool to keep your audience engaged. You can highlight unique crafts and popular artisans. It’s a wonderful low-cost way of constant advertising. Once you have an e-mail mailing list, then you can send out notices of next year’s show. E-mailing saves on money and time to mail postcards.
2. Online Advertising. Most seasoned crafters will place the ads in the local papers, but forget about advertising Online. There are local Online papers and community websites that will post local events for free. Craigslist is also a great place to advertise your event. All the social networks – Facebook, Twitter, forums, are effective ways of letting your friends know of the event, especially if you have a website link to post.
3. Networking Groups. Every community has local networking groups that meet in coffee shops, or restaurants. Some of these networking groups have dues and memberships. Others let people come and go. These networking groups are made up of local business people looking to expand their contacts, customers and sales. It’s a great way to meet owners of local businesses, franchises and established business contacts which can either put up posters in their storefront, or let you distribute flyers. The key to networking is if you help others, people will help you.
4. Network with other craft shows in your area. You have to have the attitude that everyone is helping each other. So many times, especially during the fall/winter season, a number of local shows are going on at the same time. This is a perfect way for you to talk to the organizers and exchange flyers for each other’s show. A lot of customers will make the “rounds” of the local shows.
5. Contact the other local show organizers in the area and discuss advertising together in the local papers. Bulk ads – whole pages, are cheaper than individual ads. Take the initiative to help others by advertising all of the local shows together to give great information to the customers and reduce advertising costs.
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