One piece of advice I have heard often was “don’t spread yourself out too thin.” Spreading yourself out thin means taking on more opportunities and commitments than you can handle. It can result in overwhelm, exhaustion and burn out. I have been there myself.
About a year ago I was participating in 4-6 art shows and craft fairs a month for a whole year. Besides making products and trying to create nice looking displays, I was trying to stay on top of my marketing, online promotions and producing new art. I was also a member of an art group, attending self-development seminars and consigning with a few different boutiques in LA. It got pretty exhausting to say the least and eventually I get burned out, resulting in me taking a break and having a hard time motivating myself to get back into the game.
I think one main problem was being too afraid to miss an opportunity. I said yes to everything that came along. I have no regrets because I have learned something from this experience. The most important lesson I learned was when to say No.
Sometimes even though an opportunity seems good, you have to ask yourself if it’s going to benefit your business in the long run. Is it worth your time and energy? Shouldn’t you focus on only a few key areas that will help you the most?
However, if you are trying to get your name out there as an artist, you also want to spread yourself out as much as possible, right? Because the more places you are, the better.
I believe there is a balance between specializing and spreading out. You have to find that sweet spot between trying to be everywhere without trying to do every thing.
I’m still learning but I’m definitely getting better at it.
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If you are planning on being a vendor at an art fair or convention, here are some ideas to consider for a more worthwhile experience. Especially when sales are slow and your expectations have dropped to just wanting to break even, consider that time is not wasted if you are actively engaged in marketing your brand. Considering the amount of time and money you spend preparing for the event, making products, buying supplies, displays and promo materials, setting up and tearing down, it is important to get the most out of your time. You are not always going to hit your sales goals. But you can always make contacts, build relationships and gain more subscribers to your mailing list.
Engage in Conversation. When people come to your booth, say “hello, how are you doing” and try to engage in a conversation. People will be more likely to buy something from you if you are friendly and can chat them up. You can ask people questions about themselves, where they are from or what they like. You never know who you will meet or what you might learn and often times more talk will lead you to figure out what that person likes and you will have a better idea of what you can offer them for sale. I have made more sales this way.
Personally hand them your business card/promo card. If they seem interested in your work, hand them a business card. I have found people are more responsive when you personally hand them something rather than them having to pick it up themselves. When you hand it to them, mention a deal you are having in your booth or online store.
Get people to sign up for your mailing list. You should always ask people to sign up for your mailing list when they buy something from you. Even if someone doesn’t buy anything but shows a genuine interest in your work, let them know you have a mailing list sign-up and explain to them the benefits of being on your mailing list. Ex “You will get updates on my latest work” or “I frequently host giveaways and you have a chance to win free art”. The more people on your mailing list, the more people you can promote to on a regular basis.
Network with other vendors. I’m surprised more vendors don’t do this. Make sure to bring someone with you to the event so that you have a chance to leave your booth every once in while. Most likely, during the curse of the day, there will be down time–a time when sales are slow to non-existent. During that time is the perfect opportunity to leave your booth and socialize with other vendors. You never know who you will meet or what you will learn. I’ve made great friends and learned of new opportunities this way. Some of those vendors can also end up being your best customers and fans.
Connect with people after the event. If you followed my advice above, you probably met quite a few new creative people and taken their business cards. When you get home, follow them on twitter, friend them on Facebook or like their Facebook pages. If I especially made a connection with someone, I will send them a quick email letting them know how nice it was to meet them and give them link to my social networks so they can connect with me. Building relationships is key and will eventually lead to more opportunities and sales.
There is more to do at a convention or art show besides making sales. If you consider sales to be the only important and valid payoff to get out of a show, you will be missing out on the greatest opportunity for building a fan base and creating lasting benefits for your business. Your time is important so make it count.
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