Doing Art Shows--Yes or No?

Artists--when you show your work, are you doing it in an organized, systematic fashion?
As any experienced outside salesperson can tell you, having a system is the key to efficient, professional selling.

Here are some key points to consider when you decided to do art shows.

How do you pack your work?

Is each container of work easily found? If someone asks you for something at the last minute, can you find it? Can you see through the bins?
One of my tricks is that I use low flat bins, and pack them the same way each time. They are easy to pack in my car and I can see inside them because they are translucent.

How do you pack your car?
Do you have a system for that? Another trick I have is that I pack my car the same way every time so that set up and take down of each show is exactly the same and is done efficiently and quickly.

What kind of tent do you use?

I use a professional level EZUP. This tent and others like it are designed for lots and lots of shows and they are worth the money. I spent $200 for the tent two years ago and it still has plenty of shows left in it. It goes up in about 5 minutes and down in the same amount of time. You can buy these type of tents from BJ's, COSCO and other warehouse companies or online. This is a huge time saver.

Did you design your interior tent set up or do you just place things in a haphazard way?

If you visit a few shows, you will see that all of the successful sellers set their tent up in essentially the same way every time. They have worked with their design until they found a set up that works and then they stick with it.

Hints for a more successful interior set up:

Leave room for your customers to move around.

Invite them inside the tent.

Think of your tent as a mini store.

Create a focal point that attracts the eye. It can be a sign, picture or color.

Make it simple. You want to be able to set up quickly.

Don't make customers bend down to look at your product. Keep things at eye level.
Consider the best way to show your particular type of work--necklaces look best on a bust, pottery looks best on a pedestal, etc.

Do you have everything you need to process transactions?
I bring an office box to every show that includes credit card slips, cash box, pens, scissors, masking tape, etc. Those things stay in there all the time so I don't forget anything.

What is the benefit of selling at art shows?
After all, they are tiring, often hot, or cold and rainy, and expensive to do. So why continue?

And frankly, that is an excellent question. Art shows are definately not for everyone.

Here are some reasons why I do art shows:

Great marketing!
I love meeting customers in person and talking to them about my passion--Lake Erie Artists Gallery and art in general.

Targeted demographics.
I go to shows in areas that attract the demographics that I am targeting in my business.

Exposure to a market that won't come to my store. Not everyone travels in the vicinity of my store, but they may still be in my target market.

Sales.
I sell enough to pay for the shows.

PR exposure.
Just getting the name out is a bonus for me.

Introducing a new product.
It is a great way to introduce a new product to lots of people at the same time.

Why I don't want to do shows forever:

I am not getting any younger. The hauling, set up, and long hours of some shows is very wearing.

Weather.
I don't always like to deal with weather.

I am looking to grow to a bigger market through wholesale and would like to have other people do my selling for me.

I am not getting any younger. (Did I mention that already?)

I like to have some free time.
Weekends are currently filled up with shows.

Customers are the heart of every show and everything you do should be considered from their point of view.

Here are some points to consider:

Is your booth easy to get in and out of?

Is their room for a pregnant woman to look at your product?

Is your target audience men or women, adults or kids, older or younger?

What things appeal to that target?

When they walk by your tent, what do they see?

Is your presentation highlighting your products?

Is your sign visible?

Do they have to bend down or look way up to see what you are selling?

Can they try it on?

Can they walk around it?

Do you have a proper atmosphere for your product?

Can you move around your tent easily?

Ultimately, it is the customer's perception that is what it important!

It is important to set your goals for each show. Here is an example:

A very good friend of mine has three goals for each show. Very simple--

1. Drive business to her website. Customers in any market can buy from her online.

2. Sell her custom order wedding item.

3. Find wholesale accounts.

Therefore, her sales at each show are secondary to the marketing aspect. So she approaches shows much differently that someone who is just looking for sales.

This is a good approach for anyone. Determine your goals for each show, then approach it in that fashion.

Doing shows is not only about selling. Sometimes that is not even the primary reason for doing the show at all. Consider each art show you do as an inexpensive commercial for your business.

Do you have some way for people to follow up with you? Do you have a business card, a marketing brochure, or a website? How can they contact you afterwards to purchase your product?

These are all important issues to consider when you are planning your show. Now that most people have computers or access to them, email or websites is a very good way for people to contact you and it doesn't cost anything.

Do you have a marketing plan for your business? Include the shows as part of that plan.