Craft Fairs and Events - Lessons Learned

My 1st Event Table (note the flimsy gazebo legs)

I've regularly done events for a few years now, organised by a variety of people and organisations.  During that time I have learnt a lot.  Some good, some bad, some rather bizarre!

The same event, a year later -
Just as well, because it rained!

When I first started out, I found very little information available to give me many hints or tips on how to prepare for attending events as a baker.  Most information I could found was for handicrafts such as jewellery making, cards or sewing.  Whilst some of this information was valuable to me, I really could have done with it being a little more specific.

So, what have I learnt?

An indoor display, maximising area with a shelf unit



My standard display for an outdoor event

• Invest in the best equipment you can afford, or upgrade when you can.  I quickly learnt to invest in a better quality gazebo, designed to be used again and again, that was easy to put up and take down.
• Have a plan written down of what you want to bake to take along.  Don't leave it all to the day before, because that will more than likely end up with you working into the small hours of the day you're doing the event.
• Try to be unique.  Don't copy what other people are doing, you want to stand out, not blend in.
• If you're unsure of an event's attendance figures, take along some spare cakes, maybe undecorated, with the decoration separate.  That way if you need to use them, you can quickly assemble, but if not, they can then be wrapped and frozen for another time.  I have frequently had a spare carrot or chocolate cake to hand, assembled it, and sold out again within 20 minutes.
• Get packaging/storage that is durable for your equipment, and pack it in an order.  I use good quality plastic crates to store and transport all my crockery, packaging, table cloths, staging, etc.
• Plan, and be creative with your stall presentation and staging.
• You have to try out different events, venues and organisers to get a feel for what is right for YOU, and what you sell.  No two crafts people seem to have the same experience at the same event.
• Event organisers vary in both their approach, effort and commitment.  You need to try out different ones, to know who is working for that booking fee/table pitch.
• You have to take on some responsibility for advertising events you're attending.  Unfortunately some organisers do not prioritise it as much as getting their payment fees.
• Give an organiser feedback, good or bad, after an event, particularly if you're aware of comments from customers who have attended.  I do not necessarily mean in regard to your products, but about the event in general.
• A high pitch fee is no guarantee of high sales.  Work out what's right for you first.  A good rule of thumb is how many units will you have to sell in order to cover the pitch, fuel costs, expenses, and ingredients/item costs, before you begin to make a profit?  Too much and it could be unviable.
• If you attend events in the same venue, or with the same organiser that definitely do not seem to work for you, find another instead.  It can be soul destroying flogging a dead horse.
• Outside events require stamina, determination, and a certain amount of Dunkirk spirit.  The weather can have a massive effect, and even cause the cancellation.  That said, they have a unique atmosphere, and generally speaking seem to have a larger footfall attendance.
• You need a flexible, can-do attitude.  Floorplans change, some stallholders can have diva tendencies and demand moving.  In my experience your location on a floorplan in a venue has little bearing on the success you can have.  Chances are the diva will not be invited to attend again, whereas those who kept their cool, and were accommodating to changes will be.
• Learn to spot an organiser who sees stallholders as cash cows, and not as people trying to earn a living from their hard work.  They invariably do not stand the test of time.
• Create a conversation with people passing your stall.  You don't have to be needy and desperate for a sale, but you and the passing customers will tend to enjoy the day more if you do.
• Use events as an opportunity to network with other crafts people and trades, pick up business cards, and connect afterwards on social networks such as Facebook, Twitter, LinkedIn, Google+, etc.
• When an event is really quiet, often when the weather has slowed footfall, use it as an opportunity to get to know your fellow stallholders better.  The crafts world can be a small one, so it helps to be a part of it.
• Stay connected to your sense of humour, you'll need it!  Events can be immense fun, you've just got to look for the opportunity to have it, and embrace the giddiness.  

They're the main points for guidance I can think of right now.  I'm sure I'll think of more to add in the future.

Events and Craft Fairs - In at the deep end!

In the very early days, I was trying to think of ways to develop my fledgling business.  Whilst I was very appreciative of the support offered by my friends, who recommended me to people they knew, it was obvious that I needed to find other means to advertise.  All good businesses rely on advertising and P.R., it's only natural that if you've got something to offer, you need to get the message out to potential customers.

 I did a bit of research into various ways to advertise; local magazines, newspapers, or having some leaflets printed.  However, all of those options needed a fair degree of cash investment, which I felt wasn't either wise, or appropriate so early on - that's business speak for cash-flow issues, or basically not wanting to spend all the business' money on adverts.

Whilst looking at the local publications, and doing some online research, I discovered some local events taking place.  That's when I realised the most cost-effective means to advertise what I did was to actually get 'out there' and be a visible presence.  So a few emails and phone calls later, I was booked into 3 local events.  The first of which was a 2-day local festival, so a bit in-at-the-deep-end, but that does seem to be my modus operandi.

I had no idea how much to prepare, what to charge, how to package, or even how to display.  Then there was the small issue of the first event being outdoor, and not having a gazebo or even a table suitable to put things on.  A hasty visit to a local DIY store got me a cheap and cheerful gazebo, and I invested in a good quality folding table.  I used some cake stands I already had, and some large serving platters to present the cakes on, and also bought some cute little display items from a local independent store.  The cupcake revolution was in full swing at about this time, but I decided to steer away from them, favouring more traditional larger cakes.

The weekend of the event came, and the weather was typically British for a bank holiday; overcast, cool and windy.  We did surprisingly well, but it was thoroughly tiring, and my poor partner spent most of the 2 days sat holding on to the back of the gazebo, and putting the guy ropes back into the ground when they were pulled out by the force of the wind.  We effectively became a galleon in full sail at certain points during the day.

What the first weekend taught me was that it enabled me to create an opportunity to advertise by effectively being a living advertisement for my work.  It gave me a chance to speak to potential customers, and for them to see for themselves what I did, whilst opening up the opportunity to have a conversation with me about their ideas, or future needs.

All in all it was a resounding success.