❤ Local Craft Markets

Quick poll: raise your hand if you’re doing (or have done) a craft show, farmers market, or other retail sale this year or even last year.

Since you can’t see me, I’ll let you in on a little secret. I did raise my hand. 2013 marks the first year I've started participating in craft markets and I think I've already had enough. Since this could be viewed as a pretty strange decision, I thought I’d share why I no longer have the passion for these local farmers/craft shows.

Reason #1: I am not a 'crafter' I run a 'business'. I have long ago turned my hobby into a business. I have passed the 'From Kitchen To Market Stage' and I honestly think our local markets don't allow you to be a business worst yet take you seriously as an up and coming, thriving business. West Indian Skincare employs six (6) persons Monday-Saturday of every week. We make soaps at least 3 times a week, when we are not making soaps, we're cutting soap, we're producing other products, we're testing, we're working on social media sites, we're having marketing and advertising meetings, meet ups with our collaborating researchers and so much more. Sounds like a small business right?

Many local markets don't understand the concept of proper product branding worst yet even try to understand your company own. Our brand is the primary source of our competitive advantage and valuable strategic asset. Part of our brand management includes managing the tangible and intangible characteristics. Which include tangibles like the product itself, price, packaging, etc.  The intangibles include emotional connections with the product / service, the customers’ experience. And providing our brand promise at these markets demands not only organisational skills and coordination by us but by the market organizers also. The management phase is therefore a continuous one in which the brand is carefully managed at all possible points. And, I'm yet to see this happen. 

Reason #2 I don't know about others, but I know about me. Yes, I am part of the 'MAKE IT' crowd, but I refuse to use the word “craft” as it has become completely synonymous with glitter covered, popsicle stick, shell craft, fabric dolls and the like.

Reason #3 I started my own business to have control of my life.
Markets mean every weekend I am loading the car and heading to a show. It didn't take me long to realize that wasn't really the life I wanted. As much as I love travelling and meeting new vendors I really wanted to be at home with my husband and our kids. I didn't like working my butt off all week, just to sit in a tent all weekend long. (Don’t get me wrong, if I'm not at a market I'm still working, especially on Saturday's. Now I just get to spend them all in the comfort of my office. I am really tired of sitting out in the sun, wind or rain waiting for the few customers willing to brave the elements.

Reason #4: Market Rules. Vendors need to be clear about the space they have paid for and respect the parameters of their rental space and in so doing, respect other vendors space. Organizers must be concerned with this and ensure to inform vendors they are not allowed to turn tables, block other vendors etc. Worst yet, having organizers themselves deciding to turn vendors tables showing utter disregard for other vendors all in the name of 'making money'. Another consideration is market organizers need to be aware and concerned with fire regulations, safety and traffic flow at their venue.

Reason #5: I feel as though local markets are just interested in filling their space. Show me a market that has initiated a proper advertising campaign, or even a development manual. A market shouldn't be just about the organizers collecting their space money activities should be well planned and advertised and aimed at drawing general public interest and stimulating involvement. Vendors expect the market’s managing organization to provide a buying crowd. 

Not that there aren't fun parts to doing a show. (And some people thrive in the show environment.) But I knew it wasn't the life I wanted, so I started thinking about how to build the business differently. 

A few reasons you may want to do a show:
Brand building. Doing craft shows was a great form of marketing. It allowed me to build a fan base – many of whom I was able to keep even after walking away from markets.

Market research. There’s nothing like seeing people interact with your products in real life to get a better idea of what is and isn't working. Craft shows allow you to see what types of people do and don’t buy your product. Helping you refine your target market. They let you see which products are your best sellers. And they let you see if people perceive your products in the same way you do. (Nothing like watching people be confused about how to work your product to help you refine your display and marketing copy. Or the product itself.) 

Quick cash. And sometimes, you just can’t beat the feel of walking away from a show with a pocket full of cash. When money is tight, it can often really help to have a few shows lined up to help you bring in some quick cash.

Offload of excess inventory. Doing a show is a great way to help you offload some excess inventory.

So, I do commend those that religiously attend these markets as vendors all the best to ya!