Transcription
Guide to selling in person
TABLE OF CONTENTSBefore the Show 2What’s Your SMART Goal? 3Your Booth 4Plan Your Booth5In-Person Marketing 9The Sell on Etsy Reader 10ETSY.COM/READER1
BEFORE THE SHOWGearing up for craft shows can beoverwhelming. The following steps will helpyou lay the groundwork for a successful event.Start your preparations as far in advance aspossible, tackling one or two tasks a week tomake the process manageable.Set GoalsOrganize Your Show GearSpend some time thinking about how manyproducts you hope to sell at any given event.Close your eyes and visualize how you’ll feel afteryou’ve accomplished your goals. Check out ourSMART Goals worksheet on the next page to seta goal that will help guide your decision-makingthroughout the planning process. Your goal shouldbe specific, attainable and work within seasonaltime constraints — all while staying true to thespirit of your business.Make a master list of all the supplies you’ll needto bring to the event. (Don’t forget to pack somesnacks!) Then, organize everything in clear,stackable plastic containers, taping a list ofcontents to the side of each one.Alert Your NetworksIf you have a website, post information aboutthe shows you’ll be attending, including datesand locations. Post announcements and regularupdates on your favorite social media networks socustomers know exactly how to find you.Get OrganizedCreate a spreadsheet to keep track of all your craftshow details. If possible, include performancestats from previous events, including the numberof items you sold and how much revenue thosesales generated. Doing so will give you a clear ideaof how many products you need to make for yournext event. If you’ve never participated in a craftshow, make an estimate based on your sales goalsand how many items you can produce.Help online buyers find you anytime you sell inperson by joining or creating an event on Etsy Local.The page, which promotes upcoming craft fairsand markets featuring Etsy sellers, is easilyaccessible on mobile devices, so buyers candiscover your events whether they’re on thego or browsing from home.Take InventoryPitch Your StoryJoin the Event on Etsy LocalDo you have stock or materials left over fromlast season? Go through all of your supplies andinventory and repurpose whatever you can to savetime and money.Read How to Win the Hearts of Bloggers for tips onpitching journalists and bloggers about your showparticipation. If you’ve written a press release,ask show organizers if they’d like to incorporateit, along with photos of you and your products,in their marketing materials. Also, tell showorganizers that you would be happy to participatein press interviews about the show. Talking tothe press can be intimidating, but the publicityis invaluable.Create a Production ScheduleThink realistically about the amount of work youneed to accomplish before each event and use acalendar to schedule your production hours. Ifyou map out your hours ahead of time and stick tothem, you’ll be less stressed.ETSY.COM/READER2
WHAT’S YOUR SMART GOAL?Not sure how to set goals for an in-personselling event? Follow these steps to createa SMART (Specific, Measurable, Attainable,Relevant and Time-bound) goal that’s bothambitious and realistic.Step OneGet started by writing out your goal. For example,you might want to create a new product beforeyour next show, make a large amount of your mostpopular item or make a small amount of a widerarray of items.Don’t worry — your goal doesn’t need to beworded perfectly just yet. The exercise below willhelp you polish your initial nugget of an idea intosolid gold.Step TwoFill out the chart below to refine your goal.GETTING SMARTKEY CHARACTERISTICSSPECIFICPinpoint the details. What do you want toaccomplish and why? What research doyou need to do? What materials, tools andknowledge will you need?MEASURABLEHow much time will it take to accomplishyour goal? How will you know you’vereached it?ATTAINABLEHow can you accomplish your goal? Will itchallenge you to develop your shop? Is itsomething you can realistically accomplishgiven the timeframe and necessary assets?RELEVANTHow will yo goal enhance your business?How will your shop benefit as a whole?What helpful business lessons will you learn?TIME-BOUNDMark your calendar! By which dates will youneed to achieve each element of your goal?When do you need to complete your goal?Step ThreeTaking into consideration the elements youbrainstormed above, craft your goal into one ortwo memorable sentences. They will serve as yourNorth Star as you work toward your desired result.ETSY.COM/READER3YOUR GOAL’S KEY CHARACTERISTICS
YOUR BOOTHThink of your booth as your own boutiquewithin an event. A great layout and displaycan mean the difference between a mediocreselling experience and a wildly successfulone. Read on for tips on designing andexecuting a booth that is inviting to shoppers,delivers your brand message and showsoff your products. Then, get inspired byexceptional booth displays compiled by theorganizers of the Renegade Craft Fair.Use Noticeable SignageKeep it SimpleCreating brand awareness at events is just asimportant as selling products. Make the most ofyour booth by hanging up your business banner,press clippings, signs with information about yourproducts and photos of your items in use. Don’tforget to hand out business cards with informationabout your Etsy shop to encourage in-personshoppers to buy more products online afterthe event.When gathering props for your display, try notto overwhelm shoppers with too many tchotchkes(or too much work!). There’s something invitingabout a neat, orderly booth. A few vintage piecesmight be all you need to add that certain je nesais quoi.Vary the Height of Your DisplayDisplaying some of your items on risers will allowshoppers to see your booth from far away. It willalso allow more shoppers to browse through youritems at the same time. “If you notice shopperstouching and picking up your items, then yourdisplay is working,” says Pamela Dowdy of DowdyStudio, an Etsy shop in Dallas that sells t-shirtsand tank tops with hand-drawn designs. The mostimportant thing to think about is what productsare at eye-level, according to Dowdy. “That’swhere someone is looking when they are gazingacross a room,” she says. “Pay very close attentionto which elements you place in this spot — maybeit’s a banner with your shop name or yourmain item display.”Do a Test RunWell before the show, pull out some folding tablesand set up your entire display in your studio orhome. Ask yourself if your booth will stand out ina crowded market. Think about what you mightwant to add or take away. Then, fine-tune yourdisplay accordingly.Hot Seller Tip“We like to visually entice someoneinto our booth, rather than hollerat them to come in. Putting ourfavorite pieces out front, andarranging them in a way wherepeople are welcome to touch andinteract with them lets people feelat ease with looking at more.”- PAMELA DOWDY, FOUNDER OF DOWDY STUDIO -ETSY.COM/READER4
PLAN YOUR BOOTHA great booth will set the stage for a stellarselling event. Use this worksheet to plan (orrevamp) your setup.Booth ComponentsWhat size is the booth for your event?Well before the show, pull out some folding tablesand set up your entire display in your studio orhome. Ask yourself if your booth will stand out ina crowded market. Think about what you mightwant to add or take away. Then, fine-tune yourdisplay accordingly.EQUIPMENTTIPSFolding tables are easy to transport.Choose the size & weight that bestsuits you.TABLEYOUR PLANex: I will order a folding table.What height best shows off your products?You might consider adding risers.Choose a table covering to matchyour brand!Market days are long. Bring somethingto sit on.SEATINGETSY.COM/READER5ex: I’ll bring a folding chair I already own.
DISPLAYING YOUR WARESThis is the fun part! How will you show off youritems? Use display props that represent yourbrand’s aesthetic. Some decisions will dependon your products; others will be based on yourpersonal preference.Step One: IdeasWrite down several keywords that describe yourbrand’s aesthetic.Now, let’s decide how those words translate intoactual display ideas.Step Two: Your DisplayJot down some props that representyour keywords.ETSY.COM/READER6
BONUS TIPSPractice Makes PerfectTo save time and reduce stress during theevent, practice setting up and breaking downyour display.Prepare for the UnexpectedBring a few extras for your booth. Here aresome suggestions: tape safety pins pens extra pricing materials zip ties twine scissorsBe flexibleAim for a great start on show day. Understand thatthings may (and probably will) need to change asyou sell at more fairs. Selling in person is always alearning experience. Stay flexible and enjoy it.ETSY.COM/READER7
PACK YOUR BAGS – A CHECKLISTInventoryDisplays – tables, chairs, tent, risersSignagePower strip, extension cords and lightsRolling carts for loading in and outDisplay emergency kit – safety pins, bungeeCords, zip ties, scissors and tapeChange – don’t miss a sale because you don’t have correct changeBusiness cardsMailing list sign-up sheetYour Sell On Etsy ReaderBusiness license or permitReceipt or sales bookPackaging materialCash apron or fanny packPensWater and SnacksPersonal Safety Kit – lip balm, band aids, sunscreenETSY.COM/READER8
IN-PERSON MARKETINGSelling events are a great opportunity totell your business story to shoppers andtalk about your processes, materials andinspirations. Distinctive labels and packagingalso play a key role in creating a greatshopping experience for customers, whetheryou’re selling in person or online. With that inmind, consider the following tips for creatinggreat marketing materials for your booth.Label Your Products Keep it green. Take a minimalist approach toproduct packaging whenever possible. Thinkabout ways to charm your customers whilecarefully considering your consumption. Are thereany household materials you can you reuse forpackaging your items up for buyers at the fair,for example?Labels help make your items easily recognizablefor buyers and gift recipients, allowing them tofind your shop online more easily after an initialsale. What kind of label you choose depends onhow you hope to communicate your brand tocustomers and the nature of the products you’reselling. Below are a few suggestions. Leave a calling card. Use a business card to tieyour branded elements together. You can getstarted with MOO business cards or design yourown using a personalized stamp and blank cardstock. Consider including a coupon code on yourbusiness card to encourage shoppers to visit youronline shop after the event. Pre-stuff all of yourbags with these freebies to save time. Stick to it. Add a removable sticker with yourlogo or shop name to the back or base ofyour products. Get crafty with hang tags. Perfect for vintageitems, hang tags add a professional touch thatreminds buyers you’ve got a whole store fullof wares.Go Viral Order a custom stamp. Custom stamps are agreat, affordable option if you sell paper goods.Find a design that matches your overall aestheticand use it as a subtle reminder to guide customersto your shop.With the popularity of mobile devices on the rise,think of new ways build buzz for your shop online.Create signage and offer incentives that inviteshoppers to check in to your booth, increasingyour visibility to their followers. Plan for photoopportunities and ask shoppers to tag yourbusiness on social media. Give shoppers a reasonto snap a photo with your business name clearlyin the shot; when they’re swiping through theirphotos at home, they’ll remember to check youronline shop.Make Your Packaging PopThe care you put into packaging everyday ordersis an extension of your brand. Use the same carewhen planning packaging for in-person events,including shopping bags. Define your style. Consider how you’ll reflectyour brand message with your packaging choices.When ordering shopping bags or bag labels,think about colors, materials and overallcomposition carefully.ETSY.COM/READER9
THE SELL ON ETSY READERSelling the same items on Etsy and in personcan be a juggling act, but as you expand yourbusiness, you get invaluable brand reachby representing your shop seamlessly acrosschannels. With the Sell On Etsy Reader,you’ll be better able to manage your creativebusiness, both online and off, at the same time.The Sell On Etsy Reader allows you toaccept credit card and cash payments onyour iPhone, iPad or Android device. It alsoprovides great ways to synchronize yourbrand in multiple places. Here’s a look atsome of the benefits:Seamless Inventory IntegrationThey can enter their email address right on yourmobile device directly and get a receipt right away.When you’re selling one-of-a-kind items in personand listing them in your Etsy shop, it can be trickyto manage your inventory. In the past, many Etsysellers put their shops on vacation while sellingin person to make sure they did not sell too manyof any given item. Now, when you use the cardreader, you’ll no longer have to worry aboutunwittingly overselling your online inventory.With the reader, you can sell items in persondirectly from your listings and the sale will bereflected in your online Etsy shop.Keep Those BacklinksIf you’ve put in time pitching your products tobloggers, you may have articles online that linkto item listings. In the past, if you sold a one-ofa-kind item in person, you’d have to deactivatethat listing. Unfortunately, any links leading tothat item from features in blog posts, social mediaand other publications became dead, potentiallyconfusing someone trying to find your shop.Bring Your Offline Customer OnlineIncrease Sales Numbers on EtsyFlyers, business cards and product labels all workto bring your in-person customers online to yourEtsy shop. Now, Etsy will help as well. Wheneverbuyers choose to receive a receipt during theirpurchase with the Sell On Etsy Reader, they’llreceive an emailed receipt containing otherimages of your items and a link to your Etsy shop.Make sure your in-person customers explore youronline presence by offering them receipts.You put a lot of time, effort and care into yourinperson sales. Previously, your online buyershave not been able to see the number of sales youat markets and fairs. Now, you can instill moretrust with your online buyers by showing howmany items you are selling, not only online but inperson. With every purchase made through yourSell On Etsy Reader, the number of sales in yourEtsy Shop will increase.Get More FeedbackEvery sale should be an opportunity to get arave review. With the reader, it’s now possible tocapture that feedback on Etsy from your in-personcustomers. When you sell items listed in yourshop to in-person buyers, they will have the abilityto leave feedback if they choose to receive anemailed receipt at the time of purchase. Be directand ask buyers if you can email a receipt to them.ETSY.COM/READER10
products you hope to sell at any given event. Close your eyes and visualize how you’ll feel after you’ve accomplished your goals. Check out our SMART Goals worksheet on the next page to set a goal that will help guide your decision-making throughout the planning process. Your goa
