Are you ready for the art fair?
by Viviana Puello
If you are an artist looking for ways to ensure that your next trade show or art fair is a success, then you have come to the right place. The following tips will help ensure that you get the most product sales out of any art fair or trade show, regardless of whether it
is your first time or not. The tips will help you before, during, and after your fair or show.
Preparation
Preparing for the trade show is always the first stage for ensuring that you will have success in any area of life, and trade shows are no different.
Research: Conduct a thorough and detailed analysis of the upcoming trade show/art fair in which you will participate. Look at the relevant information from the trade fair’s website, social media pages, and brochures. This information will let you know who will attend the event, such as company representatives, which will enable you to prepare suitable advertising material (brochures, flyers, business cards, etc.). This information will let you know your target clientele and how best to prepare for them.
Network: Many people attend trade shows and are limited to collectors, agents, and buyers. Interestingly, many exhibitors are interested in connecting with like-minded people to share their valuable experiences and ideas. Connecting with other artists and galleries may help you get contacts for prospective buyers (including company reps), allowing you to send them vital information about your brand or product and where you will be.
Location: Prime locations in most art fairs/trade shows involve extra charges. Look early, as they tend to sell fast. Registering early will ensure you don’t land in a “dead spot.” If possible, you may want to have your booth near a big booth, attracting traffic. If you plan to attend the trade show on a long-term basis (annually), this is something to consider when negotiating your contract to guarantee the best location every year.
Sample Preparation: Ensure you have enough “freebies” ready to attract buyers. Also, ensure you have enough advertising material (brochures, flyers, business cards, etc.).
During the event
Booth Design: Use brightly colored banners, as people tend to respond to color. Arrange your products strategically so that they won’t overcrowd your booth and will allow for easy product viewing. You can use balloons or other items (e.g., confections) to attract kids, as they will bring their parents along.
Categorize Products: Organize your products according to free samples, special discount items, bestsellers,
and new items. Use different brightly colored displays for each category. This will help potential buyers make up their minds quickly.
Attach relevant information to each product or free sample you give out.
Contests & Promotions: People love winning prizes. Organize easy and fun games and promotional giveaways that aren’t time-consuming. Ensure that attendees fill out contact forms or questionnaires as a requirement for entering the contest.
Good HR & PR: If you have booth attendants, ensure they are courteous, polite, and energetic. Please don’t shy away from stepping out to greet people and invite them to your booth. In addition, ensure that you gather as much information as possible from potential leads or buyers.
After the event
Rent a Room: Trade shows and art fairs tend to be noisy. In addition, attendees need more time to view all the booths. It may cost extra, but renting a room near the trade show floor or building may give you the necessary time and privacy to close a deal after the trade show.
Sort Leads: Take time to sort your leads according to priority to follow up with those needing immediate attention promptly. Don’t discard “poor leads,” as they may be interested in your artwork/products in the future.
Document Conversations: It is difficult to remember every conversation you have with each person. You may want to document conversations in some manner. For example, you can use websites or apps that keep track of your leads.
Follow-Up: Ensure that your follow-up is customized to suit each prospective lead. Try to be as specific as possible based on the information you gathered during your conversation to let them know that you remember who they are. Such gestures will go to show just how dedicated you are.