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.