Promoting the show.
I didn’t apply early enough to get a lot of advance mailers and/or advertising spots purchased to let the buyers know I was coming. But, as soon as I was aware of my booth number, I did let folks know via email, twitter, and my blog that I would be attending the event. Brochures and stickers were provided by BMAC. I put my booth number on the stickers and applied these to my postcards. That way, buyers were sure to know at what booth they saw me. (It can get confusing in such a large place!)
I also created a profile on the NICHE Marketplace to let the buyers of American Craft know that I was coming and at what booth they could find me. This service was provided with my booth fee shortly before the event. Again…if I had applied earlier, I would have had more time to create the profile. So….word of advice. Apply early!!! This will ensure that you get the advanced mailers, your name printed in the catalog and adequate time to promote your wares via NICHE Magazine, etc.
Some buyers stopped by my booth and told me that they had seen my artwork in advance of the show. One of the nice features about the NICHE Marketplace is that it tracks the visitors to your site and tells you if they are buyers or vendors. And, it’s incredibly useful to vendors in the event that a buyer doesn’t make it to the show. (You might recall that Philadelphia got hit with a blizzard just days before the 2010 BMAC show started. Several vendors and buyers were unable to attend due to canceled flights or weather-related delays.) I’ve had inquiries from galleries who were unable to attend the event, but who have accessed my information from the NICHE Marketplace.
Booth Etiquette
Sounds funny, but I think this is important. You want to be professional and polite at all times. You are making a first impression and it’s important that your behavior reflect the quality items that you are selling. I was extra careful to not be seen eating or drinking while buyers were in my booth. (These trade show events are exhausting…but I tried to nibble on food or take a drink only after buyers left my booth.) I greeted everyone who entered my booth…..buyers, guests, visitors, other vendors. I figure that even if the person isn’t a buyer, they are still someone who is showing an interest in my artwork and deserves to be treated as a potential customer.
I noticed that a couple of vendors used empty vendor space to make a little lunch area behind a curtain. This was a good way to take the ‘lunch’ off the selling floor. I was the only person in my booth for the 4 day event, so I had to be there the majority of the time. But, I was fortunate to have awesome neighbors who could keep an eye on my booth in the event that I had to take a quick break.
It certainly is more help to have an extra person with you, but this isn’t always feasible. (And makes quite a long day for your helper.) I did notice that BMAC allows vendors to hire help. You could purchase an extra helper for ½ hr. increments throughout the day….just in case you wanted to take a lunch break, etc.
Try not to be sitting down when buyers enter your booth. Stand up, be enthusiastic and don’t cross your arms. Be ready to welcome them and answer any questions they might have. It’s also a good idea to be holding onto your purchase order book (on a clipboard). Many were ready to write an order right away….and they work quickly!
Layout of your booth
Again…I have a lot to learn about booth displays and what will work best for my artwork. But, when designing your layout, make sure customers can comfortably walk-around within your booth and see your items clearly. Have prices easy to read without having to move things, turn things over, etc. If you have a wide-range of prices, you might want to put some of the more affordable items up front to draw the buyer into your booth. There were all sorts of displays at this event. Some had very elaborate, professional booths…others had simple tables showing their wares. Many vendors also had banners and photographs showing what they offer. They displayed the banners or photographs on the wall behind them, and then had the products on display on the tables or podiums.
Did the show live up to my expectations? Yes. Overall I’m thrilled with my first BMAC show. I made it through the 4 days and wrote several orders with new galleries and boutiques. I also exchanged cards with several other potential buyers. I didn’t notice many buyers from museum shops and catalogs, although other vendors confirmed that they were there. They just didn’t visit my booth. But, that gives me incentive to try harder next time! The show lived up to my expectations, but I was hoping for it to be really busy with barely any time to think! Several vendors commented that attendance was down from years past. I suspect that the attendance might have been affected by the massive snowfall just days before the event and the tough economy. But, overall….I’m happy with the results given my first show. I met some incredible artists and wonderful new buyers and am hoping to keep in touch with them throughout the year.
If you have specific questions not addressed in Parts 1, 2, 3 or 4 of “Surviving My First Wholesale Show”, write to me and let me know. I’m happy to answer a question if I can.
About the Author
Kristen Stein was one our first Featured Artists while she focuses on two dimensional mediums she has also spread out to jewelry and photography. Although her work is exhibited widely she has courageously embraced the challenges of a working artist in the 21st century. This series is the result of one such embrace and leap of faith. In it she chronicles her experience as an exhibitor in one of the countries top wholesale shows the Buyer’s Market of American Craft. Being accepted into this show is no small thing, and it represents the extent of Kristen’s artistic and business growth over the past year.
You can find Kristen here:
