"Is My Work Right For Your Show"

I hear the above question a lot.

What the person is really saying is "will my stuff sell at that show. Will the return on my investment (time, show fees, etc) pay off".

That's a great question, and one of the hardest. I think it also reflects lack of knowledge about the very important business of targeted marketing.

Creativity is generally the 'fun' easy part of what we do. I can stay out in my studio until midnight creating something fun and new and colorful and meaningful. And that's generally what I enjoy the most. But that is clearly not enough!

I've seen fabulously creative folks show up at a show and do poorly just because the event wasn't well attended by folks who were interested in buying that person's artwork/craftwork.

New folks assume that it is the responsibility of the show promoters to attract an audience. While that is partially true, it won't guarantee your art-buying audience. I did ArtFest in Dallas this year...and one of the marketing strategies was to bill it as a dog-friendly event and get that demographic to attend. And do you know what? It worked! We had droves of folks...singles and families, of all walks of life, attending the event with their dogs. But do you know what else? Folks who have a dog with them, particularly an average to large dog, won't go into a 10 x 10 semi-crowded booth space full of tail-height glass work!

We each have to build up a following and target our past customers and potential customers, getting them to attend the shows we do...as much as possible.

How?

First, does your work encourage re-purchasing? I know a potter that does all of his work in just a few colors/styles..and makes an incredible array of pieces in each theme. Folks return time and again to purchase pieces to add to their (growing) collection of his themed work...

If you're a jeweler who just does pendants, consider adding earrings, bracelets, pins, etc in a carefully-targeted theme...so someone who has bought previously, can add to their collection.

Secondly, let your audience know what is new with you. Adding sterling silver to your glass pendants? Tell 'em! Learn to do Keum-Boo or colored-pencil-on-copper? Tell 'em. Do you have a new theme? Tell 'em!

Thirdly, consider offering an incentive for folks to come to your show and buy from you. Offer a small discount for returning customers. Or offer a 'free sample' of something that you can afford to give away. Now, maybe if your medium is large-scale bronze cast sculptures, that's not feasible, but your job is to think outside of the box. So do it!

Good luck. It's a jungle out there!

L~

"What Kind of Tent Do I Need For Shows"

This question frequently comes up for artists and crafters who are either new to doing shows OR want to move from 'indoor' to 'outdoor' shows.

There is a myriad of considerations and a progression of cost/complexity as follows.

The standard tent size is 10' x 10'. Whatever you buy, get that size.

EZ-Up OPTION

For a first-time crafter, I'd start with an EZ-Up brand tent. I strongly, strongly, strongly, recommend you stick with that brand name. I got mine a couple of years ago at Sam's for about $150. You can also order them from EZ-Up on the web... For that price you get the frame, the nylon top and four walls that tie onto the frame and then zip together. It is sturdy enough for one-day shows and the occasional multi-day show (where you'll use the walls at night, etc) in decent weather. These tents are the easiest to erect and easiest to bring down. Unfortunately, "easy up means easy down". If you get inclement weather, high winds, etc, this tent may not fare as well as others mentioned below.

Now, note I made a pretty strong recommendation for that particular brand. Why? I've seen at least 6 of the Ez-Up knock-offs (and you can get them at sporting goods stores, E-Bay, etc for about $100) in one or more of the aluminum frame struts just snapped in two when it was being put up or being taken down. My friend bought one on E-Bay and the first time she used it, one of these metal struts broke. Can she still use it? Yes...sort of..but she'll need to splint it and 'mess' with it every time she sets it up or takes it down. The same thing happened with my friend Julie. She bought a dozen of these at a good price from a discount sporting goods store...with the identical results.

My E-Z up is a couple of years old, has had hard use and is still going strong...well worth the extra $50 I paid for it.

FESTIVAL TENT - LONG-TERM OPTION

Now, after you've used your E-Z up and you start doing serious shows, multi-day shows and inclement weather shows, what do you do? This is where the serious "festival tents" come into play. These are manufactured by several makers (mine is a Craft Hut) and cost around $1000 for the frame, top and four sides.

What do you get for that? A much sturdier frame (which is also harder than an EZ-Up to put together/take down), much, much sturdier vinyl..probably five times as thick and waterproof an the EZ-Up and uber-strong nylon zippers that take an extreme amount of punishment. Weighted down, these things will withstand gale-force wind, horrific rain/lightning, etc. Note I said "weighted down"...something you want to do with all tents...see below. With Festival tents you also get many more options, since these are generally custom-sewn. Options include awnings on 3-4 sides; matching banners, colors other than white, vented skylights, stabilizer bars, screen panels, alternate sizes (10' x 20', etc). I've used these tents that have been in use for 10-15 years and still going strong. I've only had my Craft Hut for a year and so cannot speak to its' longetivity..but I get glowing recommendations from other artists.

OTHER IMPORTANT CONSIDERATIONS

Weights - Regardless of the kind of tent you use, weigh it down. to withstand wind and rain! The smart shows require weights. How? I purchased a long piece of 4-inch plastic PVC pipe, four PVC end caps, some PVC primer and PVC glue, four loooong eye bolts, some strong nylon webbing and two bags of quick-setting cement...all from Home Depot. I cut the PVC pipe into four equal lenghts and glue on the caps with the primer and glue. Once those are dry (20 minutes, maximum) I mixed up the cement and poured into each of the four pipes, standing them on their ends. Before the cement starts to set, I insert the looooong eye bolts into the end of each of my weights. Once dry, these weigh about 55 lbs apiece...generally the required minimum is 35 or so pounds of weight per corner. I then loop the nylon webbing through each eye bolt and hang one on each corner..and have withstood significant wind and rain this past year. See the picture to the left: My Craft hut, minus sidewalls and with my weights..gotta paint them pretty though!

Others use big barrels of water, spiral tent stakes (which are preferable for dirt/grass, but what if you're setting up on asphalt or concrete?) or 25-50 pound free weights attached to the tent legs.

Fire Retardance - some shows will require you to produce a certificant attesting to the fact that your tent is made of fire retardent material. I don't think EZ-Ups are. My Craft Hut came with such a certificate without my asking for it.

Keeping It Clean and Dry - Both options will deteriorate if you store the tents wet, allowing mold and mildew to form. If you break down in heavy dew or rain, set it up when you get home and allow it to dry thoroughly. If it gets mold, find out what the manufacturer recommends to remove/kill the live mold.

So there we have it....you now know about at least two options for tents and then a little bit about taking care of it and making it work for you. Good luck out there!

Golden Opportunity or a Really Bad Show? How Did I Decide?

This morning I got an invitation to a show happening in Dallas...

Once you've been on 'the circuit" for awhile, this happens quite regularly; you get applications or invitations from schools and churches and hair salons and art festivals and galleries and... and the list goes on.

This one was for a first-time music festival, StarFest, in downtown Dallas. Not only did I immediately reject it, but sent a pretty straightforward note 'counseling' these fools about their chances at attracting any artist!

What were the deal-breakers?

First of all, was the cost. For a well-known, well-established 2-day art festival with decent promotion, a jury and the caveat that no re-sellers are allowed (Resellers being defined as folks who buy and then resell the work in over 50% of the case), I expect to pay between $150 and $300 plus jury fees for a 10' x 10' space. This entity wanted $400 if I sent my money in by June 1st and $550 if after June 1st. Strike one!

Now, does that mean that $400 is just plain too much? Not at all! Put me in an established Fine Crafts show that caters to wholesale buyers (art galleries, gift shops, etc) and I'll expect to pay north of $1000K for even a small one of these...and it'll be worth it. SOFA, in Chicago might be several thousand...but those are geared toward my audience, guarantees me access to folks interested in purchasing large quantities of high-quality work and puts me in a crowd of like-craftspeople/artists.

The second "strike" is that all of the advertisement and brochures and materials that accompanied the application advertised this purely as a music festival. I don't know about you, but when I see an ad for a music festival, I'm going for the music..not to look at 100 art booths! If you want me to pay top dollar, bill it as an art event! Strike Two!

Thirdly, this is a brand new event. No one knows how it'll do or who it will attract. I don't mind taking some risks and trying a brand-new festival or show, but don't also expect me to pay 40% more for the booth until it's well-established as a superior show!

Some other things I look for that are important:

How well organized is the show? I recently signed up and paid my $25 entry fee for a small one-day show at a local community animal shelter. I had a Saturday show booked and had nothing, it was close and had some potential, as they were billing at least a couple of well-known artists' presence. So why did I bail at the last minute? They never aknowledged receipt of my application, addressed set-up or tear-down times or gave any of the applying artists any info about the show. They gave no information about the required donation, etc... And if the 'organizers' (SIC) can't return your calls or e-mails, how're they going to put on a good show, promote well and do all of those things that'll make it worth your while? Ditto for a seemingly good show that is announced a month or two out....if they're that late in the game, how's their other organization and promotion.

Now, find those good shows and spread the word! We need more of them!


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You Wanna Do More Art Shows?

Today, a fairly new artist/crafter asked the question "How do I find out about more art shows".

I've posted a long answer for a seemingly short question, but first, a story:





Years ago, my artistic and fabric-loving friend, Reid, was my art-idol....I'd do one or two shows a year and always was amazed by the number of shows she got into that I'd not even heard of...it was amazing..and I told her so.





These days, she comes by my booth and just laughs, because I do twice as many shows as she does....smile.





So here's some concrete tips for getting info about shows..but you've gotta think in the long term...:





1). The first 'thing' is to ask other artists....what shows are 'out there' and how do you get into them.





2). E-mail your artist friends and acquaintances once a month and some of them will share. The good ones aren't threatened by other artists. They know better. Besides, if your mother comes to see you at a show, she might end up buying something from me! Ask Sheyne and Tefi and many, many other artists...their moms all bought from me! Smile.





3) Know that Spring and Fall is our busy time, at least for most indoor/outdoor festivals... April 1-June 15th and then Sept through the first weekend in December...THAT is when you'll do shows..they don't happen in the summer or during the X-mas holidays/winter... That means start checking intensively about 3-4 months in advance...for the smaller shows. The larger shows can jury up to a year in advance.....





4). Watch known sources. Check Craig's List under "Artists" at least once a week. I see a couple of good shows a month posted.





5). If you're in Dallas, join Dang (Dallas Artists' Networking Group) and other groups that will know about Art/Craft/Jewelry shows, etc. Go to http://www.meetups.com/ and find DANG. There are lots of other groups. Church groups, neighborhood groups, fraternal organizations, schools and civic groups, communities...





6) Remember what I said about the long-term approach? Watch the paper, etc for shows....you'll see small and large shows listed. By the time yous see that "come to our show this weekend" announcement, you've missed getting in, right? So mark your Outlook calendar for 8 months from today..put in the name of the show, a URL if they have a website, etc, and then google them four months out and apply next year....see the long term pattern developing?





7) Google "Art Shows" and you'll see Z'application and EventLister and those kinds of entities pop up. Get on their lists, even if they're not the kind of show you want to do today...I was on Z'application for the past three years..this year I juried into, and got into, two of theres....surprise, surprise. We evolve! Check out sources such as The Craft Report and similar trade rags....if you don't want to subscribe, share a subscription with a friend or group of crafty friends...or look for it quarterly in a bookstore or the like.





8) Network with other artists. Ask them not only about shows they know about, but also, what shows are good. But be careful...just because it sucked for them doesn't mean it'll suck for you. I have a friend, Jill the Potter. She did the Arlington Center Street Festival with me. Everyone (but me) did poorly. I did a fairly large amount in one day! Three weeks ago, we both did a show called The Funky Finds Spring Fling. It pretty much sucked for me, but it was her single best show ever....so take everything with a grain of salt.





9) I follow the 3X rule... Do a show three times before deciding it's not for you...unless it's clearly not your cup of tea (i.e. you're selling hand-turned wooden pens and everyone else is selling pretty-colored plastic office supply pens...not your kind of show). Why three times? The first time, folks will 'discover' you..and might buy something, but probably not... The second time, folks may remember you and hope you'll be there...and will buy IF they remember you. The third year, they'll expect you to be there. Heck, they may come to the show JUST to look for you and buy a piece that's been percolating for a year! If they want what you sell, they'll buy yours over the other newbies...trust me!





10) Finally, focus on what you do between those busy times.... Create new and exciting pieces with that 'Wow' factor; Work on that display; Look for other ways to sell....





I hope that got you started. Come to my Craft Circle or a free "new artist" class sometime and ask me more...or bring wine and sweet talk it out of me...smile.

Promotion and Rolling With The Punches

This weekend I did a Saturday first-time show. My sales covered all of my expenses and fees, but were otherwise uninspiring.

My initial thoughts? "First-time show... The economy... Fort Worth..." etc. But I generally aknowledge that success is sometimes purely a crap-shoot. Mood or whim or location or whatever can contribute to an 'off day'..and I had one.

Imagine my surprise when another vendor and friend at the same exact show commented that it had been her single most successful show ever!

Who knows why, but two things stood out for me:

1) She had fresh work, just produced/finished that week and;

2) She'd invited tons of folks she knew, had sold to before, were family and friends, etc.

Maybe just excitement, fresh work and promotion did it. Or maybe not...but it doesn't hurt!

L~

Special Event Insurance for Art Shows

This may be considered off-topic for a blog that guides new artists and crafters about showing and other business topics, but having gone through what is retrospectively an arduous process, I'm going to at least speak to the issues. Just remember where you saw this and come back when the info is needed.

Recently I agreed to investigate Special Event insurance for an art event I'm helping to put on; an indoor art show. The venue required this as part of our doing the event there.

The first questions we had to find out, and submit to the various insurance carriers were these:

• What is the date and location of the event?
• How many people will attend?
• What is the required amount of coverage?
• Will you serve alcohol and require that to be covered by liability insurance?

Armed with this info, and a few other facts; the name of the event, etc, I proceeded to get quotes. I went to both to a local insurer and to several internet companies. I got quotes ranging from $275 for a one-day festival to $2000!

My experience is that it is critical to have the right date range and attendee amounts. Both significantly affect the price.

I went to the internet insurer first and accepted a Thursday-Sunday date range, despite our event being only on a Saturday, thinking "how much can it matter". I also put in 2000-3000 attendees, again thinking "how much can this matter"?

The quote came back as around $900 if we served alcohol and about $500 if we didn't; way too much for our meager budget.

I then went back to the same insurer and limited the coverage to just the day of the show and entered in 1000 attendees (since this was closer to what we expected anyway). The quote dropped from $500-ish to $265-ish; still more than expected but closer to what we could afford.

I went back one more time and put in 800 attendees; our best guesstimate. This made no difference. It appears that Event Insurance applies some kind of minimum liability and that 1000 attendees is the lower limit of this particular carrier.

In the meantime, my brick-and-mortar insurer came back with a quote of about $500.for the $1M, etc, etc. I sent her the name of the internet insurer and asked about the delta between her quote and theirs. Her response?

Internet companies have lower fees, as one might expect BUT she also advised that one should make sure to use an insurance company that is rated A- or better. Apparently this rating tells the consumer how capable an entity is of actually paying a claim, should one arise....knock on wood.

Good luck!

How many times have you gone into an artist/crafter's booth at a festival or show, signed their mailing list, only to hear nothing ever again from them?



As artists/crafters we're guilty of collecting people's information but then doing nothing with that information. This blog will expand on some ideas about how to get the most bang out of your mailing list:

• I recommend that you collect only what you'll use. If you only send out e-mails, don't collect addresses, etc. Make it simple and easy for your 'fans' to sign up for your mailing list.


• Offer an incentive to sign up on your list; a drawing at the end of the show; a 10% off coupon that can be used to purchase your work, etc.


• Once you have the list, enter it into your computer and back it up so you can't lose it. Some folks keep lists of buyers separate from 'lookers'. Some separate folks interested in classes from art buyers. Collect and organize it the way you'll use it.


• If your mailing list grows over time, it can get out of date. I also find that folks' handwriting sometimes leads to my entering the wrong e-mail address. How do I get around that? First of all, at the end of each day of a show, I enter my e-mail addresses and send out an immediate message thanking them for signing up on my list AND I offer them a 10% off coupon to be used in purchasing my work in the future. What I'm really doing is checking whether I've got the correct address. Any bounce-backs from that days' addresses allows me to look at the list more closely and correct the addresses. If I can't correct them, I knock them off of the list...so I don't get future 'bounce-backs'. I'm also trying to incentivize them to return to my booth the next day and purchase that piece that's been nagging at them since they left the venue. Sometimes it works.


• I use my mailing list only for a monthly newsletter and special show announcements. For the latter, if you keep a separate list of people who have purchased items from you, send them a 10% or 20%-off coupon for one item in your booth. I have a potter acquaintance that does that and not only does he have great attendance at his shows, but these folks buy around 50% of the time!


• When you send out things to your e-mail list, blind copy everyone so that everyone's privacy is maintained AND so no one can steal your hard-earned e-mail list. If another artist or crafter can see those names, what is to prevent them from placing those names on their own list?


• Always offer some way for people to unsubscribe. I put a statement in small print saying, basically, "reply with 'unsubscribe' in the subject line to be removed from my list".

Good luck! And next time I sign up on your list, I hope to hear from you!

L~