Market Series- Making the most of your markets
I'm in the final stages of getting ready for my first major market of the season, and it has been an intense, nonstop effort for over a month. Every season, I aim to introduce a few new designs, update my display, and refresh my packaging, so there's always something new and exciting for my returning customers.
As I prepare for these events, this 'Market Series' has served as a valuable reminder—not just of the tasks that need to be done, but also of the importance of approaching it all with the right mindset. It's about staying focused, enjoying the process, and making sure I'm putting out my best work while being open to learning and growth along the way.
What to do and expect on the day of the event
- Begin by thoroughly reviewing all the setup instructions and event details. Make sure you understand the layout of the venue, the time you need to arrive, and any specific guidelines for setting up your booth. Double-check the assigned space, parking information, and any restrictions on booth decor or product displays. This preparation will help ensure a smooth start and give you peace of mind as the event kicks off.
- Use your mock setup as a reference to finalize your display at the event. Having practiced beforehand, you'll know exactly how to arrange your products, signage, and decorative elements for the best presentation. Start by recreating the layout you tested, making adjustments if needed to suit the space. Ensure everything is neatly organized, with your products clearly visible and easily accessible to customers. Once the display is complete, step back and assess the overall look to ensure it's inviting and aligns with your brand.
- Prepare yourself for an exciting day filled with opportunities to meet new people, reconnect with returning customers, and engage in meaningful conversations. This is your chance to share the story behind your work, get to know your audience, and build relationships that go beyond just selling pottery. You never know what interesting interactions will arise—whether it's hearing feedback on your latest designs, swapping creative ideas with other vendors, or simply bonding with customers who appreciate the art of handmade ceramics. Embrace the energy of the day and enjoy every moment! I consider myself somewhat of a recluse; I don't need a lot of people around to feel content. I can go days without much human interaction and be perfectly fine. But when I'm at these events, something changes. Talking about my work, getting feedback, seeing people's reactions, and absorbing the energy around me—it completely fires me up! I'm on my feet for almost 12 hours, constantly engaging with people, and I thrive on the energy of the crowd. I absolutely love it! When I first started doing events, I used to dread them, but that all changed after my first big one. Of course, the next day, I'm totally wiped out and exhausted, but now I genuinely enjoy these in-person experiences. Each interaction teaches me something new, and the whole process is just incredible.
- Naturally, focus on selling your work, but don't stop there. Take the opportunity to dive deeper and share the stories behind your creations. Talk about what inspired you—whether it's nature, a personal experience, or a particular design style. Explain the process of making a specific piece, from shaping the clay to firing it in the kiln, and describe why you chose certain colors or finishes. Customers love hearing the thought and craftsmanship that goes into each piece, and these personal insights can make your work even more meaningful to them.
- Gather contact details from customers who show interest in your work. This is a great way to build a list of people who may want to stay updated on new collections, special promotions, or upcoming events. Have a sign-up sheet, tablet, or even business cards where customers can easily leave their email addresses or phone numbers. You can also invite them to follow you on social media or join your newsletter for exclusive updates. This not only helps you stay connected with potential buyers but also creates a community of people who are genuinely excited about your pottery.
- Engage with visitors by asking them what they liked about your display, even if they don't make a purchase. Find out what caught their attention and made them stop at your booth. If they admired something but didn't buy, ask them why. While it's easy to assume that price is the main factor, you might be surprised to learn the real reasons. It could be that they're considering the item for a future purchase, they need time to think, or maybe they didn't find the exact color or design they were looking for. These insights are invaluable and can help you improve your offerings and better understand your customers' preferences.
- If you have time, it's helpful to take note of what items are selling well, which products people show interest in but ultimately don't purchase, and what other items customers seem to be looking for. Pay attention to any positive comments customers make about specific products. For example, in my experience at the Diwali Bazaar, the small flower tealight holders, lotus flower holders, and incense holders tend to perform well. However, surprisingly, the teardrop tealight holders didn't sell as expected at last year's events. I make sure to document these observations after every event. This information is incredibly useful when planning for the next year, as it allows me to better understand customer preferences and adjust my offerings accordingly.
After the Event
- Follow up with contacts: Take the time to reach out to everyone who shared their contact information with you during the event. Express your gratitude for their purchase, support, or interest in your work.
- Invite them to your studio: If you have a dedicated studio or workspace, consider hosting an open studio session after the event. This provides an opportunity for people to visit in a more relaxed environment, allowing them to explore your pieces at their own pace without the bustle of an event.
- Stay in touch regularly: Maintain contact with the people you met by sending them periodic updates. Share new collections, upcoming events, or promotions, especially if it's related to something they expressed interest in.
- Track finances and record event details: Be diligent about tracking your expenses and income after the event. This financial information, along with detailed notes about the event's outcomes, should be recorded for future reference. Having a clear understanding of what worked well financially and operationally will help guide your strategy for future events
Some Additional Things to Keep in Mind:
- Plan ahead for the market: When preparing for a market, it's important to create a schedule leading up to the event. Set a clear cutoff date for when you'll stop making new items and shift your focus to finalizing details like pricing and packing. The goal is to give yourself at least a day or two before the event to rest and mentally prepare for what will likely be an exciting but long day. This buffer period ensures you're refreshed and ready to engage with customers.
- Prepare your marketing strategy in advance: Plan your online promotions and marketing efforts well before the event. Invite your social media followers to come visit your booth, creating buzz around your presence. Consider offering a lucky draw or encouraging people to share the event on their social media to boost visibility.
- Offer a range of price points: Having a variety of price points is essential, especially if you're participating in an event for the first time. Be sure to offer products at low, medium, and high price ranges. This ensures you appeal to different types of customers and increase your chances of making sales across the board.
- Dress comfortably but presentably: Wear comfortable shoes and clothing that allow you to move freely and feel good throughout the day. Bring layers in case of weather changes. While it's not necessary to dress up, looking neat and put-together helps boost your confidence and ensures you feel comfortable greeting people and selling your work.
- Stay hydrated and snack during slow periods: Keep yourself energized by staying hydrated and having snacks on hand. Markets can be intense, and it's important to take advantage of any lull in activity to refuel so you're ready for the next wave of customers.
- Bring plenty of business cards and promotional materials: Stock up on business cards and, if possible, bring flyers or pamphlets with a brief introduction to your work, along with all your contact information. These materials are an easy way for people to remember you after the event and could lead to future opportunities.
- Demonstrate your process if possible: If you have the space and someone to assist you, consider bringing a portable piece of equipment, like a lightweight wheel or slab-building tools. Live demonstrations of your craft can be a major draw and a great way to engage customers who are curious about the process behind your work.
- Track your sales carefully: If you have the time or a helper, take note of your sales throughout the day. Record details such as the item sold, the price, payment method, and time of sale. This data will be incredibly useful for planning future events and understanding customer preferences.
- Connect with other vendors: While at the event, collect business cards from other vendors you meet. Follow them on social media and, if you're genuinely interested in their work, consider giving them a shoutout. Supporting other makers creates a sense of community and can lead to valuable relationships in the future.
- Be prepared for difficult customers: While most people you encounter will be friendly, you may occasionally deal with challenging customers. You might hear comments like "your prices are too high." For example, I once had someone ask me the price of a mug, and when I said $50, they thought that was for a set of six! At the Diwali events, a lot of the vendors come down from India to sell their wares, and there aren't many makers. So a lot of customers ask me where in India I source my pottery from? Despite all the 'handmade in Singapore' signs! So be prepared and take this with a pinch of salt. Remember, Not every person at an event is your ideal customer.
- Enjoy the experience: Markets are not just about making sales—they're also opportunities to make connections, learn from other vendors, and grow your business. Each market helps you refine your display, understand what works and what doesn't, and build relationships with customers. So, have fun with it and embrace the learning process.
In my opinion, no market is ever a failure. Like I said before, if I go by the 7x/ 10x rule, most of my markets have been a failure. But in truth, I've succeeded by putting myself out there every time, which gave me the confidence to show up again and again which finally brought in the sales. I know signing up for your first in-person event can be intimidating but remember- GROWTH COMES FROM DISCOMFORT. If you stay content in your comfort zone, it'll be a very long road to achieving your goals. So take on this challenge. Trust me, it's worth it!
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