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  David Kachel November 16, 2011 at 4:09pm

  Sherri,

  Thanks for your kind comments. Just remember, we all start at zero. I've been at it 30 years off and on and I think I might start to get the hang of it real soon!   ;-)
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  Sherri Calkins November 16, 2011 at 1:44pm

  David, thanks for your questions on the various forums.  I have been following your blogs today.  I myself am a new photographer with LOTS to learn.  I have done 3 shows and have done a little better than break even at each factoring in cost of show only & materials only.  When factoring in overhead (time to apply to shows) and cost to get started (tent, panels, etc.) I am still in the red.  But through the contacts I have made at the shows, I have done some custom work for a few different clients.  They like my art and hire me to do something more personal, more custom, to meet their design needs.  I prefer to create from my own heart and vision as opposed to working kind of like an interior designer and trying to satisfy someone elses vision with my talent...but it helps pay the bills and helps me get my name out there driving more business to my site.  Whether it's selling wholesale or doing custom work...just starting out in this economy I kind of figure I have to be flexible...at least for now :)  Thanks again for all your questions, it has been very helpful!
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  Rachel Chaya Caron November 1, 2011 at 2:47pm

  As a "newbie" in the field - only full-time for three years - I have found that I have to treat shows as a marketing expense. I keep my overhead and overall costs as low as possible to help with my ROI. I also keep a spreadsheet of each show I do, the dates, location, weather, what the customers were like, what my costs and sales were. This way I can review this information at the end of the year when I am applying to the next year's shows.  I also pay attention to WHO is buying my work. These past three years at shows have been absolutely wonderful to help me identify who my demographic is as well as who my competition is. What are the price points people are buying at? WHAT are they buying, etc. I keep a journal in my booth at all times and take frequent notes on what I learn and observe.  You can take marketing classes up the whazoo but unless the class is specifically geared to EXACTLY what you are making and selling, the best place to learn is by experimenting with the customers out there in the world and keep the journey open.
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  Larry Berman October 30, 2011 at 6:04pm

  Bruce Baker
  http://bbakerinc.com/
  
  
  Larry Berman
  http://BermanGraphics.com
  412-401-8100
  
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  David Kachel October 30, 2011 at 5:41pm

  Don't know Bruce; wouldn't know where to look for his stuff. Got a URL?
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  John Beasley October 30, 2011 at 5:30pm

  Check out Bruce Baker's books/cd's on booths and sales, they really help. He also has info on wholesaling your work to stores. He doesn't even pay me to say all this!
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  Darlene VanLuvanee October 30, 2011 at 3:03pm

  David, Thanks for asking these questions...good questions I wish I had asked before I started earlier this year. I think I would have done things differently if I had done some additional research.

  This is my first year at doing shows/festivals and I've learned a lot! I realized that this would be a learning year for me...and that I'd make mistakes and I expected learn from them. My goal this first year is to introduce my products and my name to the festival attendees. I also expected to make some money...

  My first show my total sales were $8 (booth fee was $70 - while I was there, the other vendors I talked to told me they only go to this festival for the contacts they make...they rarely make enough sales to cover the booth cost). The second show, my total sales were $6 (booth fee was $20). My third and fourth festivals were more of the same. Really discouraging if I were looking at just the money aspect of things!

  I've done 4 shows so far and the sales have been about the same - but people are stopping by and I have made some sales. (All the veteran vendors I've talked to are telling me their sales are down too.) I've added more products and have brainstormed about how to best present my products.

  I didn't even consider that I needed to research who will attend the show I had a booth at. For instance, I found that my cute note cards don't sell well to teenagers who spend all their time texting...they see no need to buy note cards! (It was a true 'duh' moment for me!) Their grandmothers like my notecards, but few of them attended the show.

  I will admit that I am at the point where I am ready to quit...but I won't...not yet. The holiday season is here and I feel people will want the hand-made items I create with my art...economy will still play it's part, but more people are looking to buy local, unique items instead of the cookie-cutter stuff mass-produced in other countries. 

  I have a strategy...a rather loose strategy...I believe that next year will be better. I believe that the people who have stopped at my booth will look forward to seeing me again next year. Perhaps they will bring their friends to purchase my goods when I'm at the next show in their neighborhood.

  I know it will take me several years to make a good living at shows. My goal is to quit my day job and sell at shows on weekends. And create my art during the week for the shows.

  For now, I'm experimenting and keeping good notes of what is selling. I keep an inventory of my products and a running list of the items that sell while at the show. I donate my goods if a fundraiser is available...I'm getting my name out there and that's called marketing...

  Like most artists, I don't like the salesmanship aspect of selling my art, but it's something I have to learn. My best friend comes with me to the shows and we share the booth space and the costs. She's been in business for herself for the last 20 years and knows how to get the people into the booth to look at my products. I'm learning how to sell and more importantly, I'm learning confidence in myself and my products.

  If I had to give any advice...I'd go online and to the library for books on marketing specifically at fairs. Then, figure out what you'll need for the fair by checking out the information on this website - tent & leg weights, tables, tablecloths, banners, table-top signage.
  Go to local street fairs, festivals, holiday bazaars to see what other vendors are doing....look at their tents, how they weight the tent legs to keep from being damages by wind, look for tent durability, look at their signage.

  Look for someone else who is selling something similar to what you are selling and write down the pricing. Talk to the vendor and ask questions. I've found that most vendors are willing to talk to you and share what is working for them...

  Go online to
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  John Beasley October 29, 2011 at 8:16pm

  Okay, here's kinda the way I figure things out. Cost of product = materials, time it takes to make specific product, overhead, such as firing time (electric), labor cost for assistant, final prep etc plus % for office expenses.  Let's say that averages out to $5 for the product. That is my cost, double that to $10 for minimum wholesale cost which means retail will be 2.3 times that amount or $23 minimum retail.  If you don't multiply times the 2.3 for retail you wind up cheating yourself. Most retailers will do that as a minimum, even if they don't have to pay for shipping etc. I hope this helps
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  Daniel Lager October 29, 2011 at 10:02am

  I guess there are a lot of variables in getting an accurate stat on success in this business. Sort of boils down to what each of us feels is good enough with amount of sales etc. I am sure most artist would not like broadcasting any numbers.
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  John Beasley October 29, 2011 at 8:54am

  Hi Daniel, in order to get accurate results in my "accounting" I compare apples to apples. I have a set price that each item costs and that cost varies with difficulty, size etc. I don't do wholesale shows, I have dealers across the country that sell my work. The reason the word accounting is in parenthesis is because I'm an artist not an accountant and my reconing is as accurate as I can make it but not scientific. We are the lucky ones, we get to do what we love and hopefully it supports us. I have to agree with most of the other artists though and say that very few are willing to truthfully disclose their sales or other stats for a variety of reasons.