Events & Markets- Prep before Markets – Ceramics by Jas

Events & Markets- Prep before Markets

Continuing with the market series, I'd like to walk you through my preparation process before participating in a market.
 
When considering an event or market to participate in, it's essential to first clarify your objectives and goals. Understanding these will guide your choice of events and help you determine the necessary resources and investment.
 
Here are my primary objectives for participating in an in-person event or market:
  • The first and most obvious goal is sales. The festive season is my busiest time, and these events contribute significantly to my overall sales. However, I don't just focus on sales during the event itself—I also aim for increased sales in the weeks following the event.
  • Marketing and promoting my work: These events help put my work in front of potential customers, keeping it top of mind. It's an opportunity to introduce my brand to new audiences and highlight the uniqueness of my handcrafted art, in contrast to mass-produced gift options. As a relatively new business, being present at multiple events also helps build brand recognition.
  • Expanding my customer base: My goal isn't just to make a single sale during the event, but to connect with customers who will return for future purchases. I always keep a notebook handy to collect contact details from those interested in learning more about my products and upcoming events. While some may decline, many are happy to share their email addresses and phone numbers.
 
Now, let's consider the investment required before participating in a market:
  • Table or Booth Fees: This is a one-time fee for participation and varies based on the size of the booth or table.
  • Table or Booth Setup Costs: I view this as a one-time investment since the setup, props, shelves, etc., can be reused for future events.
  • Your Time and Energy: This includes not only the time spent at the event but also the preparation beforehand and the teardown afterward.
  • Assistance on the Day of the Event or in Your Studio: Whether it's help at the event or in your studio to prepare, assistance can be crucial. I still run my business solo, with my husband helping out when he's available, but often, it's just me managing everything.
  • Transportation and Miscellaneous Costs: Transportation can be a significant expense, especially if you don't own a vehicle or need a larger one to transport your items to and from the event venue.
Pre-Event Planning
  • Plan Your Items: Based on the information above and all the research you've done, decide what products to make for each event. Let me break down my process:
    • For Diwali events, where the focus is on gifting, I create and bring pieces that can be easily gifted, along with options for gift boxes and baskets which look more 'giftable'. I plan to offer gift boxes ranging from $50 to $300+, in addition to other items I believe will do well. I also rely on notes from last year to improve my planning for this year's events.
    • For Christmas events, typically held at expat clubs and international schools, I focus on giftable Christmas items, with gift boxes and gift wrapping.
  • Set Sales Goals for the Event: Sales goals will vary depending on the event and your business. Here are a few strategies:
    • One rule of thumb is to aim for sales totaling 10 times your booth fee.
    • Another approach is the “7x rule,” which suggests aiming to sell 7 times the booth fee.
    • Some say that simply covering your booth fee is enough, but I believe it should be worth your time. Consider the following:
      • How much time have you invested in preparing for the event?
      • What are your costs beyond your normal business expenses, such as booth fees, display setup, paying helpers, and transportation?
      • Then, consider how much net profit will make the event worthwhile.
    • For my business, most sales happen after the event, not during. As a relatively new business, I use in-person events as marketing opportunities to advertise and connect with potential customers. Keep in mind that it often takes multiple touchpoints before a sale occurs.
    • For example, I do events where a table costs $800-1,000 for a day. With transportation and time investment, if I set a goal of 10 times the booth fee, I'd need to sell $8,000-10,000 worth of pottery in 10 hours! But I don't even carry $5,000 worth of pottery with me- markets and events in Singapore usually have a single 6X3ft table for display, so there's only so much that I can display. If I measured success by this standard, I'd consider all my events failures and wouldn't participate in any. It's crucial to understand how your business works, maintain the right perspective and mindset, and find ways to make each event work for you. This will vary depending on your business and the types of events you attend, so choose what's best for you and your business.
    • Regardless of your goal, plan to bring at least twice that amount in inventory. Keeping your shelves stocked throughout the day helps maintain an attractive booth space that continuously draws in shoppers.
    • As you gain experience, you'll learn what works for you and your business. The process involves understanding your customer, where they are, and how to appeal to them. Over time, you'll refine your market focus and be able to estimate your inventory and sales goals with increasing accuracy.
Once your products are ready, here's a checklist to ensure you don't miss anything:
  • Separate any seconds.
  • Sand the bases of your pieces.
  • Add silicone feet where needed, especially on large platters without a foot ring.
  • List all products in an Excel sheet, preferably with dimensions (and weight). This can later be used to update your online store.
  • Price each item and attach price tags.
  • For festive markets, prepare 3-5 gift boxes in different sizes. In my experience, larger gift boxes tend to sell better, though this can vary by location.
  • Before packing, do a mock setup of your display. I usually do it on a dining table, as most events here only provide a single for display.
  • Based on the mock setup, pack all your pieces. I will usually pack all the display pieces together in 1-2 boxes so I don't have to go through all the boxes to set-up my table.
  • Next, pack your props, which include:
    • Tablecloth: Most events I've been to provide either a black or red tablecloth. Since my work is colorful, I prefer a plain white or off-white backdrop, so I bring my own.
    • Shelves to set up on the table for additional display and height variation.
    • Stands for holding plates and platters vertically.
    • Lighting: Small fairy lights, tealights, and battery-operated spotlights.
    • Brand signage clearly displaying your brand name, handmade pottery, and in my case, "Made in Singapore," website, and Instagram. If possible, include a QR code that customers can scan to access this information on their phones.
    • If space allows, include a write-up about you and your brand.
    • A contact book to collect details for building your email list. I do this in preparation for an open studio I plan to hold in the coming weeks.
    • Additional "Handmade Pottery" labels to place around the table. A lot of people tend to miss the 'handmade' aspect of my work. So having these labels scattered around the table helps put my work and my prices in perspective.
    • A screen to show the process: I usually create a long video by stitching together a series of my reels, including clips of the pieces I'm selling, so people can see how they're made.
    • A power bank to support battery-operated screens, phones, etc.
    • Payment processing mechanism.
    • Business cards and care instruction cards.
    • Packaging materials: I prepare stacks of bubble wrap or honeycomb wrap cut into different sizes, so I can quickly pack items. Since I'm usually alone at these events, it helps to have everything ready beforehand.
    • Paper bags: I buy decorative paper bags from Amazon and add my brand stickers or stamps.
    • A small basket with essentials: pens, markers, double-sided tape, scissors, glue, extra pricing stickers, a paper knife, etc.
    • Cash in smaller denominations: It can be challenging when your first customer pays with a $50 bill for a $13 trinket dish, so always carry extra cash in smaller denominations to make change.
  • A few days before the event, carefully review the setup instructions, including setup time, loading and unloading areas, lighting availability, etc.
While markets can be exhausting, I also find them oddly satisfying as well! The immediate feedback and reactions from customers are a great boost to your confidence.
 
I hope you found this information helpful. If you have any ideas or suggestions for markets, please feel free to share them below.

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