Amy worked full time as a secretary in a bank, she longed to be able to give up her job, for the last six months she had been attending craft fairs, where she sold her work that she made in her spare time, she produced various gifts for the home, using decorative craft techniques.

Bob, Amy's husband was always very supportive, he would help her set up her stall and generally do anything he could to help, he was always positive about Amy's work and very proud of her creative talents, however an issue was developing between the couple over the Craft fairs, Bob was becoming disillusioned with the event organiser, Amy's sales were not very good, he privately thought the organiser was not doing all he could to promote these venues, believing she should be selling much more at the events, he could also see that she too, was beginning to lose confidence.

Sunday arrived and they set off to Mr Bliar's craft event, on the way.
Jim observed once again 'No signs for the fair' he said,
Amy sighed loudly 'No' she replied, reminding herself to speak to Mr Bliar about this.

The days rent was £38.00 normally it was a two day event exhibitors were told they must attend both days or they would not be guaranteed a stall.

They arrived at the venue which was a council run hall behind a swimming pool, they almost missed the turn off, luckily, from the corner of his eye Jim caught a glimpse of a rather small hand written sign saying Craft fair with an arrow pointing to the left.

The hall was very dingy and very small, surrounding the hall was a large Council estate across the way was a large playing field where it appeared a Car boot Sale was taking place.

The tables were laid out as usual in a large rectangle with stalls surrounding the edge of the hall walls, leaving a small Aisle for the customers.

Jim told Amy 'you know love, you would probably be better off over there at that boot sale, you would take more money, I bet.' Amy ignored him.

Later on Amy had found Mr Bliar and aired her views about the lack of adverts and was seeking reassurance that the visitor numbers would be better.

He advises Amy that perhaps it is her products that are too expensive and if she were to put the prices down she may find she gets better sales.

Mr Bliar had once again not advertised the venue and due to the large amounts of wine he had drank the night before, he had only just managed to get up early enough to put the sign up at the road entrance. Normally he put up two or three on route, yet lately he just never seemed to find the time.

At this venue he had also put up the entrance fee to £3.00 per person.

Still he shrugs to himself there will be lots of passers by that will attend.

It's 10.15 before Amy sees any people browsing the aisles, mainly single mums with pushchairs, most seemed to be shocked at having to pay to get in, there were quite a few pensioners, many people she guessed were coming in after the Boot sale. Amy's mind was mulling over what Mr Bliar had said about her prices being too high and was seriously considering putting them down, after all she reasoned he has been in this business for a long time he must know what he is talking about.

The day dragged on and on, lots of noisy children who kept fingering her goods, lots of women making comments normally negative about her work, she was beginning to feel very downhearted, looking at her lovely work, all she could think was that it must all be rubbish, otherwise people would buy. After all you can't keep making excuses, she had sold bits and pieces over the months but only once had she broke even, she knew in her heart that something was wrong with what she was doing, she just didn't know what!

At 2 p.m. the hall was almost deserted, Amy was reading a book something caught her eye and she realised a lady was browsing at her stall, she didn't look up as she thought the women would move away, still the lady browsed, still Amy did not look at the lady, she would probably make some choice comment she told herself, she had heard them all that morning.

'I could make that,' A favourite

'That's nice but not worth the money,' was another, and of course the favourite, 'Michelle's daughter does that, its much better and cheaper'

A voice interrupted her thoughts

'Hello there,' greeted the lady, 'How much is this?' she pointed to a large picture that Amy had photographed, framed finished with gold gilding.
It had taken her over four hours to do the frame alone, the cost of all the materials and the frame was fifteen pounds.
'It's thirty pounds', said amy, Oh right, was the reply and the lady hurried off.

Amy was crushed, her immediate feeling was disappointment and then confusion, then she blamed the price, concluding that it must be too expensive.

A short time later this lady returned with her husband, she charged up to Amy,

'Hello Again,' she chirped. 'I've brought back my carrying man,'
she smiled, 'Right then, I'll take the photograph, plus, I'll take that and that,'
she began handing the items to Amy, until finally she was through, she had spent over one hundred pounds

Amy was stunned and elated the lady handed her a business card saying,
'I just love your work, it is so original, but you know, you really should charge more money.'
Amy was astonished, 'Really, do you think so!' she replied,
'yes I do, normally I would pay up to fifty pounds for such a photograph, actually I have a buyer for it already.'
'A Buyer!' Amy echoed
'Yes my dear, came the tart reply, he'll pay up to one hundred pounds for pictures with arty frames like this, do you have a card I can take,' asked the women as she handed amy her business card.

Amy read her business Card it said:

Kerry Grace

Interior Designer.

'No actually I don't have a business card,' Amy offered lamely.
'Oh well can you give me ring I 'd like to see your work on regular basis, you know it was such a fluke that I found you today.'
'Really why's that?' Amy asked
'Well I check all the local papers every weekend for craft fairs, as I buy on behalf of my clients, I only just saw the tiniest sign for this one as I was on my way to my sisters house, there were no adverts for the fair at all, your event organiser should put something in the papers to let people know about it.'
'Well he is supposed to', Amy defended Mr Bliar.
'Perhaps you should check it out with him,' replied Kerry, 'by the way, what is your name?'
Amy was embarrassed she flushed a royal red and offered shyly, 'I'm Amy.'
'Well Amy you will call me won't you? what is your business name, just so, when you ring I remember you,'
'Err, I haven't got that far yet it's...., well it's, just Amy.

The Interior designer looked at Amy and said, OK then.. 'Just Amy', hope to hear from you soon, Bye for now.

The lady was gone.

From Amy's Story we can learn some valuable lessons.

Finding your prospects (customers)

Its very important to target your Customers, are they really at Craft fairs? or could they be somewhere else.

Amy has slipped into doing Craft Fairs because that is what the industry dictates. She hasn't answered basic questions about herself and her products, she has taken the word of the Craft Industry.

How good are craft fairs? Only as good as the Event organisers.

Research all the different Craft event organisers in your area find out:

The Stalls costs.

How much is charged on the door.

Where are the Venues.

How each organiser promotes the event.

Visit the said locations, look at the surrounding area, is it easy to reach? is there ample parking?

From the houses around the venue assess whether the people living there will be interested in such an event and if they have the money to spend on items such as yours.

Does the location warrant the rental cost of a stall?

I.e. assess whether it may be cost effective to try a car Boot Sale in that area or a market stall.

Boot sales and market stalls normally cost between £8.00 to £25.00 per day, which is a lot less than your average craft fair, it also has considerably more buyers attending.

Many Boot Sales can be under cover, many markets operate inside shopping centres.

If the site is in a good position visit the next open craft fair, check out the advertising and promotion of the event, how many weeks prior to the event does promotion start etc. When travelling to the show note down how many signs/adverts you see on the main roads pointing the way to the show.

When you get to the venue note down the entrance fee and whether there is a queue to get in.

Always visit venues on both Saturday and Sunday to assess the difference.

It is nonsense to be told you must be present both days, the organiser will still fit you in for just Sunday if you push for it.

Whilst at the venue ask people how they are doing and how busy they have been.

You must do all this before you even book a stall at a craft fair.

TO FAIL TO PREPARE IS TO PREPARE TO FAIL

As Amy found out the hard way.

Reproduced from the Web site An Artist in Business
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