Is There Such a Thing As a “Bad Show?”

A whole lot of handmade artisans decide to do a show – some form of arts and crafts festival. Everyone tends to judge the success – or failure – of such events in dollars and cents alone. But sales alone do not determine whether a show is a good show or a bad show.

The Show Itself…

You can learn lots of things from any show you do, even if it’s only that you don’t want to do this particular show again.  The “why” is the most important thing.  Was the show in an inaccessible location?  Was it poorly attended?  Were the patrons not in your demographic target market?  Was the selection of work available not a good fit for what you do?  But even in a show with poor sales, there’s something to learn.  A slow-sales show is a great opportunity to play with your displays.  Move items around, try different heights and arrangements.  It’s also great to look at other exhibitor’s displays; maybe you can get an earth-shattering idea from someone else who seems to be doing well – is it their items, their display, their personality or some combination of these things.  There’s always something to learn if you’re open to it.

The Intangibles Are So Important…

It would be wonderful to measure show success in terms of numbers of people you interacted with – whether it’s about your work in general or something totally unrelated.  There are certainly times when the patron doesn’t have a need or desire for your item at the show, but they will remember a pleasant, personal encounter which could turn into a sale at a later date.

You  need to be interested in each and every person who passes by your booth.  Sure, you want them to be interested in you, but sometimes just connecting with them on their level could turn into revenue down the road.  You just never know…

The Value of Exposure…

Money is still tight, and probably will be for a long time to come.  The fact that you get seen, and seen again, gives you and your work the feel of permanence.  There’s not one person reading this that would be willing to part with any amount of money to ‘joe-fly-by-night’ business.

How Do You Measure the Dollars?

There’s a consensus, at least in my neck of the woods, that 3 to 5 times your expenses in sales is a worthwhile show.  If you use this formula, don’t forget to add in dollars that come in after the show in the form of custom orders and future sales.

Doing shows can be a terrific ego booster, as well as money in your pocket.  They can also be a colossal drain on both.  Make every show worthwhile by learning something from it to make your future easier and more profitable.

Tags: art festival, arts and crafts shows, craft, craft show, Handmade, Sale, selling in person, selling tips, show, small business

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