Events & Markets- Finding the right markets

by Ceramicsby Jas October 27, 2024

In-person events and markets are an integral part of my business and sales. And since many people consider my handmade pieces perfect for gifts, I make it a priority to attend in-person events and markets, especially during the festive season.

My festive season kicks off early with Diwali and continues through to Christmas.This is usually a period of 2-3 months of events and of course sales.

Now you must be wondering why should you take your online business offline? Let's take a look at some of the benefits-

Connections: In-person events offer a fantastic opportunity to connect with fellow entrepreneurs and makers in your area, enabling you to share ideas, offer support, and even collaborate or pool resources.
Access to New Audiences and Customers: These events are a great way to showcase your work and attract new customers who might not have discovered you online.
Test Your Products in Real Life: You can gain valuable insights into which products draw the most attention, the types of questions people ask, and how different items perform in person compared to online.
Meet Potential Wholesalers, Retailers, and Boutique Shops:Many curated boutique shops source products at maker markets. I've personally connected with several retailers over the years, who have stocked my products, resulting in more sales. These events are excellent for discovering new business opportunities.
Build a Local Following: Establishing a local customer base can lead to more sales, even during the off-season, as people may reach out to you for last-minute gifting needs. This can provide a substantial income during slower periods.
Collect Customer Information: Even if you don't make a sale, engaging with visitors at your booth is an opportunity to grow your email list. In fact, this should be one of your goals for every in-person event you attend.

When considering an event or market to participate in, there are several factors to keep in mind.

Here are some things to consider before participating:

Research the Event: Understand the nature of the event. Is it an art show, a flea market, a festive bazaar, or a clearance sale? Gather as much information as possible. For example, all the events I'm participating in over the next couple of months are festive bazaars and Christmas fairs at Expat Clubs and International Schools.
Event Purpose: What is the event's purpose? Knowing this helps you gauge whether it's a good fit for your products.
Location: Where is the event being held? Is it in the city, a suburb, or a mall with high foot traffic? Is it in an exhibition hall, indoors or outdoors?
Event Timing: When is the event scheduled? Is it on a weekday or a weekend? For example, some of my markets are on weekdays, clearly targeting homemakers who have more flexibility during the day as opposed to weekends when families are at home.
Audience: How many people are expected to attend, and who are they? As I mentioned earlier, weekday events are focused on homemakers preparing for the festive season, while Christmas events at international schools attract expat parents shopping for the holidays.
Other Vendors and Their Price Points: Who are the other vendors, and what are their price ranges? If the event is filled with vendors selling mass-produced, low-cost items, it will likely attract bargain hunters. I once attended an event where most vendors were selling handmade jewelry and hair clips for $5-$15, while I was offering larger platters and $50 mugs. It's important to know who the other vendors are, as this gives you insight into the type of customers who will attend.
Event Organizer: Who is organizing the event? Have they done this before? How do they plan to advertise it? Is it a ticketed event or free to attend? Check out their social media, sign up for their newsletter, or ask them about their reach and the expected audience.
Event Space: What kind of space will you have—a booth or a table? Knowing this in advance helps you plan your setup and display for the event.

Essentially, go online and gather as much information as possible. If you haven't participated in the event before, either as a vendor or a consumer, do some research—look for photos from previous years. If you can find vendors who have participated in the past, reach out to them for feedback. Always do your homework. I once signed up for an event where the main attraction was an apparel exchange. The location was excellent, but as far as I am concerned, the event itself was a flop.

Once you've decided on your events, applied, and been accepted—mark them in your calendar. You can then plan and set up your timeline leading up to the event. With your end date in place, it's easier to work backward, planning what you need and how much time you have to pull everything together. My Christmas fairs run from late November to mid-December, and I won't have much time between fairs to prepare for the next ones. So, I set my end date for mid-November. By then, I need to have enough products ready for all the fairs and post-fair sales.

But always remember to keep a buffer of a couple of days to ensure everything goes smoothly on the day of the event.

I'll be sharing more information on markets and fairs in the upcoming emails. If you have any questions you'd like me to address, feel free to send them my way, and I'll do my best to answer them in subsequent emails.

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