You have a spectacular event. It’s well-planned, scheduled at just the right time of year, and you are expecting some crazy-good crowds, You have tripped over my website or heard of me through the show grapevine, and you send me an application in the mail. What will make me say, “Oh my gosh, I will simply perish if I can’t vend this event” and part with a chunk of my hard-earned money? Well, barring a scheduling conflict, here are some things I look for before I sign my name on the line and mail in my booth fee.
One, how long has this event been going on? I’m more likely to toss my hat in the ring for an established event that already has a following. I might consider a first-time event.
Two, What sort of advertising are you doing? If you’re so committed to your event to invest in billboards, TV ads, and radio spots, then I know this is a huge big deal to you. Your striving for success tells me I have a chance to be successful, too.
Three, What other vendors do you have? If you’re an artisan-only show, then I expect vendors to be well-juried to weed out multi-level marketing companies. I promise you, those sellers/representatives are not artisans selling artisan products. If you’re allowing commercial vendors, then what’s your ratio? As an artisan, I personally have no desire to compete against a commercial vendor selling inferior soaps made in some overseas sweatshop in upscale packaging for $3.00 a bar.
Along with that, how many other artisan soap vendors will be joining me? Some competition is great, and I enjoy meeting other soapers. Plus, we might sell different products that appeal to different customer bases, which is cool. However, four soapmakers out of around a hundred vendors, all selling about the same type of product, is a bit much, don’t you think? Yes, that has happened.
Four, what sort of crowds are you expecting? You could be planning a small, cozy event with maybe 200 attendees who will spend lots, or a humongous event with a projected 40,000 attendees who may or may not spend much at all. I have a good reason for asking. My first show was a 4-day event, 44 hours across those 4 days. The event coordinator said that on one day, there could be 20,000 coming through in a few hours’ time period. The “surge” I was expecting was a mere trickle. A veteran vendor said at the end of the night, “I estimate we had 10,000 all day.”
Five, How can I get more information about your event? I would look for things like a Facebook page, reviews of past events by other vendors who’ve done it, or a website. A current Twitter or Instagram feed shows me you tend to be active about keeping your followers up-to-date and are likely to post right before and during the event to draw interest and generate excitement.
Six, Is your booth fee realistic for the duration of the event? Two separate events, same month. One is essentially a one-day event; the other, 3-day weekend. The booth fee for the weekend is just $20 more than the booth fee for the one-day event. Considering other expenses, it’s important for me to determine if your event is cost-effective for my business. Some argue, “But it’s contact. It’s exposure.” Sure it is, but if nothing comes of that exposure, then I’ve wasted a good deal of time and money. I’d rather invest that same amount of time in building and strengthening relationships with my customers.
I love events, speaking to customers face-to-face, seeing their expressions when they smell particular soaps (a little Perfect Man, anyone?), and teaching them about the amazing benefits of artisan soaps. As my business has grown and I’ve matured as its owner, I have learned to be more picky about the events I do. No more selling myself short or cheap chasing after the almighty dollar.
What things do you look for in events you would do?
