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How do you judge "success" at a show?

Posted by Bob Costello on May 19, 2010 at 6:23pm in Questions & Answers for New Members
That may seem like a fairly obtuse question in the subject, but remember that I am a newbie to this.

I am presently preparing for a 3-day, outdoor show. Part of my challenge as a first-timer is knowing how much inventory to have at the show.

So, my question REALLY is this...how do you plan for your inventory on a per-show basis? If you are an artist attending multiple shows, you still have to know how much to bring along to the show.

Is there a formula to use? Is it perhaps indexed by the cost of the show? Would a person paying $450 for a booth at a 3 day show plan to make about $4500 in gross? (ten times the cost of entry).

Instinctively I know that there isn't a pat formula, but I want to tap into the wisdom of the group to see what sorts of thoughts you all have.

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  • Brenda Fronek August 4, 2012 at 6:23pm

    15 years ago I used the 10 X the booth space fee too. In this economy I use 5 X booth fee and am happy if it's better!In the past I've done small $30-50 shows and did  10X my space, I've also done $150 shows and was glad to get my space fee back :-) .  A few special orders also helped a show be successful!

  • Karole Bowlds June 11, 2010 at 6:45am
    All these replies are great, but have forgotten to mention the one thing that is really most important at the beginner stage- exposure. Even if the show isn't a financial success, you always gain exposure- be it good or bad. And that will depend solely on YOU. People got to shows to experience the art, MEET the artists, and possibly to purchase to the art- but they won't purchase if you don't sell. Your presence, and your booths presence is important. Smile, be accessible to the shoppers, but not to overpowering. Be gracious, but not a suck up, and by all means, if you can bring a small project to work on, do so. People love to see the artist at work. A sketch, small framing project, anything. I still get nervous before a show- I think that's normal. But if you show the people that you really love what you do, that will infect them, and they in turn will remember YOU and your art and booth display. Always pass out a card. Nobody leaves my booth without one.
  • Michelle Sholund June 2, 2010 at 8:17am
    I'm thinking I might be too late to answer this, but just in case you are still looking for answers here's my 2 cents.

    I think if you have to go by a rule of thumb, it is this, bring enough to fill your space with a little extra stock, for just in case. Depending on the show (size, location, how long it is running...) are all factors to consider as well. The idea is to fill your space looking like "you" just walked into a fully stocked art gallery. As the day goes on you either replenish or move things around so it still looks full - that is all in the name of merchandising. For instance it is better to have 2 full walls of photography than 3 if you are selling and arrange it so that plenty of people can see those 2 walls and show off, well things have been selling well today - this is all I have left! People like to hear you are doing well at a show, gets them thinking, wow if someone else likes it, I might too (offering a challenge to the buyers). Granted if you do have a bare wall it might be an ideal way to set-up an easier accessible check out area, a place to but your print bins, etc.

    Like with what Leo states, it takes trial an error - good luck!

    Michelle
    www.bythebaybotanicals.com
    www.quickcraftartisttips.blogspot.com

    I do all kinds of shows, but lately haven't done as many repeat shows so a lot of the "newbie" mentality plays into each time you do a new show too.
  • Alison Thomas May 21, 2010 at 7:09am
    I can guarantee you this:

    The item that you brought because it filled a spot in the booth but you're not really fond of will sell like hotcakes.
    The item that you brought several different versions of because you think it is the best thing you have ever created in your life will eventually end up being retired unsold.
  • Michael Skeen May 21, 2010 at 6:06am
    I'm still a newbie at this, but, when I first started this I was sure that I was going to judge a show's success by bottom line alone. It turns out that that really isn't the way I have turned out judging them. The bottom line is important and I can't go back to a show that is just a financial failure, but there is so much difference from show to show that is not bottom-line related. I finished a show a few weeks back that was just okay financially, but the promoters loved art, the artists loved art and the folks that came loved art. I'll keep going back to that show and consider it a huge success. Maybe it's not just if *I* am successful but a combination of whether I am successful coupled with if the show itself is also successful. I'll bet in a few years, the opinion that I hold now will change as well.
  • Dave Hinde May 20, 2010 at 7:32pm
    When I started doing shows in 3 1/2 years ago, I was determined to figure out what to print, what would sell, what sizes, etc. 3 1/2 years later I still haven't figured that out. The last two shows of 2009 I hung a couple pictures down low that I'd been carrying around for awhile. My plan was to toss the pictures and reuse the frames over the winter. They both sold! My last show I donated two pictures to the auction from my pile of pictures to reframe. Both brought more than I'd have sold them for in my booth!

    I also want to enforce what Chris said. Talk with everyone. Tell them stories about your work. I sold a big panorama piece last year just because I happened to mention to someone that it was taken on Sanibel Island - and that happened to be where she grew up!

    Most of all, don't judge the show by how much money you make, especially the first time. Judge it by how much you enjoyed the show, and how much you learned.
  • Chris Hoyt May 20, 2010 at 9:03am
    Bob,

    Leo gave some good advice. that 10x figure used to be pretty much a norm. A norm when shows were $250 and times were better than today.

    This will be a major learning curve for you. So other than how much stock to bring, or how to set up your booth, I want to just tell you something. Talk to the customers. Smile. If they're looking at a particular photo, don't be afraid to "tell the story" of your experience taking the photo. Personalize the image. If you have a lighthouse, tell them about how it was threatening that day and you were cold and shivering but had to wait for just the right light. Kinda let them know you didn't just take the old Polaroid out and snapped it.

    Laugh. A lot. Make the customer's visit enjoyable. If the weather's bad, thank them for coming out. Tell them you'll gladly hold their purchase while they shop.

    Do NOT sit in a corner reading. Or even outside reading!

    Get to know your fellow exhibitors. Become friends. Your fellow exhibitors can be your BEST source for show information. And always be willing to help if someone needs it setting up.

    But most of all. HAVE FUN!!!! Enjoy the weekend! Enjoy the fact you're able to do what you want to do! You're not in an office for 40 hours doing a job you hate, for a company that doesn't care. That alone should be enough to make you enjoy the show!

    Good luck!

    Bob Costello said:
    Leo,

    Thank you for your insights and advice. As I am going headlong into this first, large show, I will keep these principles in mind.
  • Bob Costello May 20, 2010 at 7:01am
    Leo,

    Thank you for your insights and advice. As I am going headlong into this first, large show, I will keep these principles in mind.
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