10. March 2010 00:21
CRAFT SHOWS, FESTIVAL AND CARNIVALS
While in the past your market may not have been these venues, in today’s environment, it may be necessary to start doing these types of shows. With the exception of the enormous shows, these venues normally have a very low exhibitors cost and can get decent attendance. Many publications are saying that local show attendances are up because people still like to go out and can’t travel as far as they used to. In addition it provide a market for products the larger retailers just do not offer.
These shows also offer the added benefit of getting close to retail cost for your candle. Normally cash or credit cards are provided and you can gain valuable information from the face to face contact with your customers.
Check with the coordinators of these events and find out if they need door prizes. Use this as an opportunity to send candles from orders that were cancelled or overrun. The show organizers will love the door prizes and you can get some publicity from donating the candles.
The more you can cater your candles to these events the more success you are likely to have. For example if it is a Strawberry Festival, be sure to have your predominate candles scented with all of your strawberry fragrances. If the event is historic in nature, try offering beeswax candles or tapers and other colonial type candles.
While at the show be sure not to bury yourself behind the counter, be out in front and be ready to answer any questions your customers may have on the product. As tough as it can be for many of us to take time to strike up a pleasant conversation with people passing by, you never know what you may learn. Offer a drawing with a nice prize at the end of the show and have people sign up for the prize. Depending on how you market your candles, capture either the entrant's email address or mailing address (be sure to check out our February 09 issue on Database Marketing for more on this subject).
Many towns have “Market Days” where they set up an outside area on a regular basis during the summer months and merchants bring home grown products, hand made products and other summer needs. Be sure to bring some unique candles that may not be found in the traditional retail store.