Everyone who participates in an art / craft show wants it to be a success. So how do we know if it is? What are the factors that contribute to a successful show?

In this hub, you will learn what you need to do before, during, and after a show to make your show successful, and how to decide if you should do the show again. Part of this is determined by your show goals, but there are some factors that all shows will have.

Before you sign up to do a show, do some research. Here are the things you need to find out:

• What is the demographic of the area the show is held in?
• How many years has this show been held?
• How many people usually attend the show?
• Which are the premium booth spaces at this show? (not all shows have premium spaces)
• How well organized is the show?
• How is the show promoted?
• How many booths are there, and what kind of competition will you have?
• How well have artists or crafters done in past years?
  

Once you have registered for the show, take some time to think of all the ways you can promote yourself before and during the show.

• If you have shown in this area before, send postcards or emails to your customer list in the area to let them know you are coming.  You should do this 2 to 3 weeks before the show.
• Take an address book or blank book to collect names, addresses and emails of customers who visit your booth.
• Decide on one or two items ahead of time that you are going to promote highly at the show.  Then decide what you want to say to every customer who visits your booth.  For example--I show at a farmer's market near my store every week.  When I am there, my main promotion is to let people know about my store and workshops we give there.
• Take something to give away to customers, either a postcard or a business card for people who are interested in your work.
• Think of short, interesting ways to describe your work.  People will ask you.
  

When you have arrived and are set up at your show, it is time to go on stage. Before the show starts, make sure your booth is easy to look around, and you know where everything is. Make sure your clothes are comfortable, and you are in the right frame of mind.

Throughout the show, you need to be on. Each guest in your booth is a potential customer, and even if they don't buy from you now, they may in the future. In addition, you never know which person will lead you to your ideal customer.

Important tips:

• Greet every customer. A casual "How are you doing today?"
• Don't give your card to every customer. Make sure they are interested first.
• Let everyone know about the featured item that you are promoting.
• When they leave, tell them to have a good day or another parting greeting.
• Don't forget to ask them if they would like to be on your mailing list. Explain how often you would contact them.
  

Once the show is over, it is time to determine if you have had a successful show, and if you would do the same show again. Here are the questions to ask yourself:

1. What were my costs for the entire show? (Include travel, meals, promotional items, and material costs)
2. What were my gross sales?
3. What did I not get to do because I was doing the show?
4. What factors may have influenced the outcome? (weather, etc.)
5. Were there any retail outlets in the area that might carry your product?

There are varying ways to judge your success. For a brand new show, you may want to break even after all expenses including show fees. Most artists or crafters try to earn at least 4 X the booth fee. It also is important to consider orders that you get after the show. Some people do not judge a show until 6 months afterward. And they track orders from each show.

You also have to consider the wear and tear of hauling your work from show to show and how much you like to do this. If you love it, you may not need to make as much to be worth it to you to return. If you really don't like to do shows, you may need a higher level of success for you to return. These are all personal judgement calls for each individual.

Know ahead of time that you will have down time at the show, and take something with you to do.  Whether that is a book to read, or you can work on your art, just make sure you have something that will keep you alert for when the next customer arrives.

Shows can be long, but should also be fun.  Remember to take a few minutes for yourself to walk around, meet new and old friends, and just enjoy the day.  If you are in a new geographical area for you, find some time to do some touring.