Lessons I’ve Learnt 22 – Pricing

At a recent BrisStyle Creative Development Session there were a couple of questions about pricing.
This is an excerpt from my book “How to Teach Art & Craft”. (Publisher currently has a 30% discount if you quote this code: FEBRUARYCART305USD)The info is as true for pricing products as it is for classes.

As usual, be sure to ask yourself “is this right for me now, right now”.

Pricing classes is one of the hardest aspects of teaching. As a novice Teacher you have self-doubts about whether you are worth $x, you also don’t want to be too cheap. It’s a fine line.  Let’s take a look at some of the costs you may incur when teaching a craft.

The Cost of All Materials:
You need to keep an accurate tally of the costs of  materials which go into each kit you prepare PLUS
the costs of the materials you use in your sample or  portfolio pieces PLUS the costs of the materials in your step by step pieces.

You also need to include the cost of equipment you  will be using. You’re probably thinking, “I’ve already  got that”. Have you enough for a class? Do you need to purchase extras? Even if you don’t need to buy any  additional equipment you will eventually need  replacement items. You need to allow for this in your  calculations.

Now let’s look at office supplies. Photocopy paper,  printer inks, plastic bags for packaging, business
cards, advertising, magazines journal etc, which keep you up to date. It is very easy to overlook these hidden  costs.

The Cost of Pre-Class Preparation.
When you first start preparing for your class you need to get out your pen and paper. You are going to start keeping an accurate tally of your time. Don’t just take a bit of a guess based on you doing the craft on your own. Work it out.

Sourcing materials for kits/class work. Whether it’s online, on the phone or driving around from store to store time slips away.

Follow up phone calls to Venue Organizers, Shop Owners; Class Participants all need to be included.

I’m sure the dollars are starting to add up. But we haven’t finished yet.

Cost of Travel


Cost of Travel can be broken up into 2 sub categories. Travel time and actual cost of the travel.

The actual Cost of Travel appears quite easy  especially if you are traveling by train or plane. They
have set costs you can research readily. If you are  driving it can be a bit trickier. The Tax Office
provides a dollar amount you can claim per  kilometer/mile you travel.

Cost of Travel Time is a difficult one for most people   to get their heads around. If I travel to work everyday my Employer doesn’t start paying me from the time I  leave home nor do they pay for my train ticket. And  I’m not advocating they do. However, as an Art and  Craft Teacher with lots of satisfied Participants you will start to find yourself in demand. It is not  uncommon to find yourself driving 2-3 hours/ 100’s of kilometers away for a 2hour class. If you have worked out a hourly rate of $30 per hour you have just  spent more filling your 4wd to get there than you earn.

Costs of Insurances and Taxes

All insurances. Public Liability, Product Liability, Health insurances, Travel insurances, Occupational
Insurances, Workplace Safety Insurances.
Business Registration Fees, Professional Fees, Memberships etc. These may be mandatory depending on your City, State or Country. Some may be beneficial to your credibility, or professional status.

Professional fees payable to Accountants, Finance Managers, Staff.

And the list goes on.

Once Craft Teachers see a list like this they have no trouble understanding how to price their materials and overheads. What many continue to have difficulty with is the intangibles such as your Artistic Skill, Experience and Reputation. When you are a starting out as a Craft Teacher you may not need to take any of these into consideration. It won’t be long before you will need to readjust your pricing structure to accommodate your burgeoning artistic reputation. 
There are three mores factor I’d like you to consider when setting your pricing.

Pricing your class well influences how potential Participants evaluate the value of the class and you as
a Teacher. Pricing too low may set an expectation of  an unimaginative class. Raising your prices a little can boost demand and participation.

Do not set your prices just to maintain your hobby. When you first start running classes you may be
happy just earning a little extra to cover your costs of  doing a craft you love. Life circumstances have a way  of changing on us. It is almost impossible to change  your pricing structure down the track so do it right the first time.

While you may need to have different pricing  structure for different types of classes try to resist
changing your prices too often. Regular Participants will not understand why they are paying $y at this venue and 2 x $y at another.

I have tried to keep this brief, the book contains much more information which will benefit many crafters even if they never teach.
How to Teach Art & Craft is available as a hardcopy, download or through Apple iTunes.

Lessons I’ve Learnt 20–Making Money From Your Blog.

No, I’m not going to talk about Adwords, Sponsors etc. I know they work for some. They have even worked for me in the past.

I choose not to to sell space on my blog anymore for a couple of reasons. First of all I personally don’t like  looking at cluttered pages. Secondly, I have never clicked on an ad on anybody else’s site so why should I expect others to do that on my site.

Having said that it is still possible to make money from your blog.

• I have secured ongoing commercial arrangements with a number of companies directly off the back of my blog.
• The weekly Magazine column came after they saw my blog.
• Commissioned work.
• Commissioned Projects for Magazines.
• And just this morning I have had 2 emails following up posts off my blog. One was a 2 year old post. The other was the possibility of another ongoing international arrangement.

A Lesson I’ve Learnt is that you may don’t have to have lots of people commenting on your blog posts or even lots of people visiting your site to make money from your blog. You just have to have the right people visiting.

Lessons I’ve Learnt 19–Advertising vs Promotion

My thoughts on this subject form part of the Guest Lecture “ Crafting a Small Business” I deliver to Business Students at Qld University.  It has been abbreviated. As with all the posts in this category my thoughts are based on Lessons I’ve Learnt and what is right for our business.

Paying for advertising can be costly for small businesses. It is a cost that quickly adds up. Before you place an advert ask yourself “Who am I trying to impress?” Are you trying to create some hype or increase sales?  Are you advertising to retail customers or business to business? There is nothing wrong with trying to create a bit of a buzz  but just be clear about your purpose.

Another point to remember about advertising is that it is usually associated to a product or a limited range of products. Rarely do you see advertisements promoting a brand. Kellogg has a different advert for each of their breakfast cereals. They don’t advertise the brand.

One more point on advertising. It is always profitable. Always for the person selling the space, not always for you.

Promotion is a less expensive option. There  is still a cost though it tends to  involve less real $$$$. It will involve a lot of time and in small business time = $$$$

In the customer’s eye Promotion is not selling therefore message is more honest/real. I have found that targeted promotion is more effective in the long term. It is linked to your brand, name and what you stand for.

When I published my book I wrote Press Release and sent it off to a local paper. They printed a photo on the front page with the story and another photo on page three. This story and different photos was published in six of their sister publications. I sold a heap of books off the back of this one Press Release or Promotional activity. Imagine how much it would have cost me to have bought the same space.

This is the main Lesson I’ve Learnt about Advertising and Promotion.  Did we get a return for our investment? If it costs us money, or if all we do is break even then it hasn’t worked for us. After all I could leave the money in the bank and get interest.

Lessons I’ve Learnt 18–Is There a Right Way to Blog?

mmmmm?

Many people would have you believe that there is only one way to blog. I’m not so sure. I’ve been blogging since Blogger was still in beta and have seen lots of changes in not just the technology but the types of people who blog, their reasons and the ‘rules’.

I’ve never been big on rules. Okay, safety rules are one thing but rules for the sake of it are just plain limiting. If there is one Lesson I’ve Learnt it is that what is right in social media today is likely to be old hat next year, next month or even next week.

Don’t get too caught up in the numbers of followers. Numbers lie. Or to be more accurate the numbers aren’t always accurate. I read the so-called experts telling the inexperienced that their analytics are the best reflection of how many people read your posts. This may have been an absolute in recent times however I don’t believe it to be true now.

In the last year I found my site visits, page views etc. had dropped significantly. I was puzzled. My ego couldn’t believe that my posts had suddenly become uninteresting. I did consider it for a fleeting moment but no, that couldn’t be, could it? lol

I did some research. The drop coincided with some changes I made to my Blog. Actually they were additions rather than changes. I joined Networked Blogs. This tool allows your blog post to be automatically posted to your twitter and facebook accounts. I also joined a number of forums where my Blog posts are automatically posted. This meant the people were not accessing google to read my blog, they could do it from the comfort of the facebook wall. Because they are not visiting via google they aren’t showing up in my analytics and aren’t reflected in my page rank.

It's only a matter of time before somebody works out how to gather all that information from different sites. Hey, maybe somebody already has. That is just my point. The rules around social media are changing as fast as the technology. Blogs (and blogging) are not set in concrete. It is alright to experiment. In fact many of the platforms encourage you to experiment by providing you with different templates, font and colour choices. If you are thinking about starting a blog or are stressing about your next post stop and have a little think about what is right for you right now. Let that be your guide.

Lessons I’ve Learnt 17 – Are We Having Fun Yet?

Ask a stall holder at any market, “Are you having a good day?”, many will answer, “no'”, “not really”, “be better if people were spending” etc.

A Lesson I’ve Learnt is not to evaluate the value of my day by other peoples actions. I can’t control other people’s moods, tastes, spending habits, manners and attitudes.

What I can control is how I react to it.  If you were to ask me if I was having a good day you will hear “Yes”. A good day to me is; if I meet somebody new, have laugh, chat to the stall holder next door, learn something, teach something and the list goes on.

Customers are attracted to people who are relaxed and happy. Conversely they sense who is in a Grumpy Gus mood and avoid them. So the next time somebody asks how your day is going, put a smile on your face and say SPECTACULAR. It will change your mood and the customers immediately.

Lessons I’ve Learnt 16 - Mentors

Over the last couple of weeks we’ve explored the concepts of Muse and Role Model. Most Creatives can say that at some stage they have had both a Muse and a Role Model. Often the Muse or Role Model have absolutely no idea what impact they are having on your life. Today we will finish this series by exploring the concept/term of Mentor.

Mentoring is not new, in fact it has been around since the Ancient Greeks, there was actually somebody called Mentor. Mentoring is about one person helping another to achieve something important to them.It is a personal development relationship where the the experienced person guides the less experienced.

Mentoring can fall under 2 categories; informal and formal. Both can be beneficial.Informal mentoring develops on its own without either party seeking their role. In this situation it is very easy for the Mentor to to try to duplicate their own skills and values in the Protégé.

A Formal Mentoring Relationship is more structured with agreed goals, timeframes and review periods. Many Creatives feel uncomfortable with structure believing their artistic flair will be stifled. But what if your are not seeking a mentoring relationship for your art practice? What if it was to develop and grow your business? These are all things that will help you achieve your dreams.

A good Mentor will:

• Guide
• Encourage
• Problem solve
• Respect confidentiality
• Not tell you what to do
• Not do for you
• Respect your values
• Understand the concept of Sow & Reap
• Challenge

Challenge? But I thought this was all touchy feely? No. Are you seeking a Mentor to validate what you are already doing? If so save your money. You’ve heard the quote,”keep doing what you’ve always done and you will keep getting what you’ve always got.” You want your Mentor to challenge your thoughts and actions. This will help clarify your goals. 

Many people seek out a Mentor in the same field that they are in. Not a bad point to start. Here is a Lesson I Learnt. I found that too often unpaid Mentors in the same field were only willing to assist to a point. They were often conscious of protecting their patch. To overcome this dilemma either be prepared to pay somebody to mentor you or go outside of your field.

I have done both. When paying for the relationship I looked for a Mentor who understood the concept of Reap and Sow. Personally I found that Mentors outside of my field have been the most beneficial. They had absolutely no idea about art or craft but they all knew how to be successful in business. With their guidance I have been able to move away from duplicating exactly what everybody else has done, carving out my own path. In fact now others are duplicating me.Time for a new Mentor.

This brings me to my last point. It is unlikely that the Mentor you choose today will still be your Mentor in 2 years time. Times and your life change. A good Mentor should identify when it is time for you to move on.Most people choose to have a Mentor to move themselves out of a rut. Be careful you don’t develop a mentoring rut.

Lessons I’ve Learnt 15 – Role Models

 

We’ve all had Role Models. Be they sportstars, celebrities or parents.We tend to use the term ‘role model’ to describe a person who possesses the qualities and attributes that we would like to have.We act like they act and dress in a similar fashion. More often than not we probably didn’t actively think of them as Role Models, they were simply people we admired or had a crush on.

As older and hopefully wiser people we choose our role models for what we can learn from them, what inspiration and insights they offer,and the leadership they offer.

It is possible to have many Role Models in your life. You may have one for your health & fitness, another for  parental advice and yet another for business. Just like with a Muse your Role Model may have no idea of the impact they have on your life. I’m sure that the Bay City Rollers had no idea I even existed when I was dressing in Roller Strollers and practicing my Scottish Accent. As you are only likely to see a snapshot of their life it is important  you to choose your Role Models carefully.

I know a creative lady who has an internationally respected reputation. She is regular contributor to magazines, features on craft tv shows and has had a book published. She is aware that people look to her as a Role Model for how to make a business from your creative endeavours. This lady is very uncomfortable with this. As she says, “Reputation does not pay the bills. My publisher was discounting the book 6 weeks after publication and even after the children have finished college I still need to work fulltime elsewhere.”

This creative lady has no problem with the fact that her art inspires others to follow a creative path but “for goodness sake don’t look up to me if you want to make money”. She cautions other to look at the whole person behind the facade.

Don’t look for a Role Model then emulate them. First take a look at your life and identify what areas you want to improve. Be specific. Once you have identified these areas more often that not a relevant Role Model will appear.

A lesson that took me a long time to learn. Before following your Role Model blindly ask yourself, “is this right for me, right now?” It’s ok if the answer is no, it might just be time for a new Role Model.

Lessons I’ve Learnt 14- Copycats

Sorry to interrupt the current series on Mentors, Role Models & Muses but I thought this was worth sharing.

I saw this post by Mallory Whitfield on the Scoutie Girl blog discussing copying.

It followed a similar vein to my post on 30/10/10. It is worth a read.

Lessons I’ve Learnt 13 – Do You Have a Muse?

The term Muse comes from ancient Greek mythology and refers to any of the nine daughters of Zeus and Mnemosyne. (Zeus was a bit of a ladies man so the exact number of daughters is a little blurry). Three of his daughters inspired my needlework design “Three Graces”.

Basically, for the artistic type a Muse inspires the creation. A beautiful woman may inspire a man to write poetry. Beautiful prose may inspire a woman to paint. Throughout time artists of all kinds have had their work influenced and inspired by a Muse.

A Muse may not be aware of their power, their control , or even the Artist. They may have no special skills, talents or knowledge. Just being is enough for the Artist.

And if creative inspiration is all the Artist seeks from their Muse then  all will be good. If the Artist seeks more; more guidance in the financial sector, more connection to the publicity machine, more direction in business planning etc then the Muse may let them down. Not deliberately and certainly not out of any malicious intent. Simply because that is not what a Muse does.

Play nice with your Muse. Do not expect more than they can give. Take their unselfish gift of inspiration and use it in the spirit it which it was given.

I leave you with a word from I am TheMuse.
”my definition of a muse is something or someone that instills inspiration (more often than creative artistic inspiration, but a muse can also inspire soulful contemplation).
If a muse is defined by inspiration, then it is imperative that we have one or several in our lives. Certainly in our business and artistic ventures. Our inner muse helps us step out of the box and reach out to newer venues and higher goals.”

Lessons I’ve Learnt 12 – Mentor, Role Model or Muse?

There comes a time when we all need a little help,a new direction or fresh inspiration. Creative types are no different however I often think we are inclined to get our ‘help sources’ confused.

We use terms like Mentor, Role Model and Muse interchangeably when in fact they are different. One is not better than the other, they simply offer solutions to different problems. Would you go to the dentist when your eyes are blurry?

There are many variations on  this Buddhist Proverb “When the student is ready, the teacher will appear”. It is a nice quote but rarely does the teacher magically appear in front of you. More often than not you need to do a little bit of searching.

Before you seek help, assistance or guidance you need to have identified (searched for) what exactly your problem or issue is. Has your creative streak left you? Are you suffering writer’s block? Do you need help identifying the next step to take to achieve your business goals? Whatever your need there is somebody, somewhere who can guide and challenge you to a creative ‘light bulb moment’.

Over the next couple of weeks I will explore and share some of the Lessons I’ve Learnt about Mentors, Role Models and Muses.

Lessons I’ve Learnt 11 – More Market Hints

When I first started doing Markets I approached it like most people; set up a stall and see what happens. Over the years I learnt how to sell more by watching what others did and trial and error. By the time Alan & I started doing markets together my attitude had changed from one of a ‘nice way to spend a day’ to ‘ we are in business’.

Here are a few more Lessons I’ve Learnt

1. Don’t sit passively reading while you wait for customers. Reading keeps you occupied but does not entice customers. You are disengaged from your customers. Do something constructive. This brings me to my next point.

2. Demonstrate. Demonstrating your craft allows you to start a conversation with your customers. You need to think about this when you are setting up your site. You need to be where your customers can see you. Don’t sit at the back of your stall stitching. They can’t see what you are doing. If at all possible, stand up. The customer has a better vantage point and you have better access to your product.

3. Leave the kids at home. Do you take your kids into work with you? Of course you don’t. Think of your stall as your workplace. Kids have short attention spans and you will spend your time entertaining them instead of  selling to customers. They will also cost you more money than  you will make buying lunch, drinks, that new toy etc.

4.  Leave your wallet at home. You’re not shopping you are selling. In over 20 years of marketing I have made one impromptu purchase, a vintage kimono. Again I have seen stallholders spend more than they make.

5. Don’t treat your float as your wallet. Don’t shop/ buy lunch etc and pay for it out of your float. This is bad business practice.

6. Don’t be in too much of a hurry to pack up. Lingering customers often make last minute purchases. If everyone else has packed up guess who will make the sale?

7. Vary your display. This is especially important if your are doing a regular market. You don’t want customers to  think ‘its the same old stuff’. Change the products you put out the front, maybe highlight a different colour. Boutiques and Department stores change their windows regularly to keep customers interested.

8. Have an oooh aaahhh piece. One piece that is jaw dropping, stopping people in their tracks is one of the best marketing tools you can get. I know a Mosaic Artist who has  a life size cement base mosaic surfboard that he lugged around to every market. It was very expensive. The amount of people who stopped and admired this was incredible, people who probably weren’t likely to stop otherwise. Looking at the surfboard then lead them to look and admire other items which invariably lead to sales.  The Artist didn’t make the piece to sell, he made it to sell off.

 

Please leave comments on any other hints that may make a new stallholders marketing experience more successful.

Lessons I’ve Learnt 10- Stall Setup & Display

Go to any market and a lot of the stall holders will have set up their display like this. I have airbrushed their faces and identifying signs to protect the inexperienced.

Their thinking is that as customers walk by they can see everything. Seems logical, Right? Lets go back and re-look at the phrase “as customers walk by”. That’s right, by setting up your site like this you are making it too easy for your customers to keep walking. And I didn’t set up this image. I literally walked outside my door and took this straight away, no waiting for people to walk past.

Another reason I don’t particularly like this set up is that the table has created a barrier between you and the customers. Its very difficult for you to get around and provide assistance, to make the experience personal for them, to engage with the customer.

The product is well packaged but displayed poorly. Having all your products sitting flat on the table provides no visual stimulus, there is nothing to catch the eye. The food is also directly in the sun.

If you have no choice due to site position then you need have an attention getter, something that will stop people in their tracks for a better look. That few seconds pause in their step could be all that is between you and a sale.

Not all sites and conditions are equal so your set up strategy will need to be flexible. Sue from Spoil & Indulge has mastered this. This is the stall set up Sue uses in wet weather and at busy Event Days. Being able to step in allows the customer to stay dry in the rain. At Event Days it easy for the crowds to be so big that it is difficult for a customer to stop without being trampled to death. Allowing the customer an opportunity to step away from the crowd and browse in peace will increase your sales.

Note that Sue has set up the site to entice the customer in. The placement of the 4 tiered stand catches the customers eye inviting them in a little further. The L-shape with the short end at the entrance is another successful ploy.

Here is another of Sue’s setups. Here Sue has no immediate neighbours. To the right of the photo is a pathway down to the building behind. To the left is a park bench. Customers can walk around the entire site.

Yes I know not the best angle but the best I could do to demonstrate this next point. Even though the weather was fine Sue has still set up the tables back a little so her customers can step out of the sun while looking. Customers linger longer when they are not melting away. Both of Sue’s displays utilise risers to vary the height of the display providing visual variation.

Setting up your site is akin to setting up a shop. Large Department Stores, Boutiques etc spend a lot of time & effort on Visual Merchandising. Why? because it increases their sales. Have a look around the next time you are a market at how more experienced stallholders set up their sites. Experiment and note how changes affect your sales. You’re not likely to get it right first time but with a little perseverance you will learn the best setup for you and your product.

Lessons I’ve Learnt 9 – Market? or Market?

Many Craft Artists choose to start selling at Markets due to the relative simplicity of getting started. But it’s not just a matter of putting your shingle out. Over the last couple of posts we have covered lots of Market tips. Today I’d like to cover a topic that often get missed in relation to Markets.

Marketing. To be a bit clearer, Promotion and Marketing. This is today’s Lesson and one I learnt very early on. Promotion and marketing is your responsibility. This is your business and as a business owner you will need to promote your business.

Do not rely on the Market Owners/ Stall Manager to do all the promotion. Here’s the thing, God did not create all Market Owners equally. I think of them as landlords and just as with renting a property you will  get excellent landlords, bad landlords, absent landlords and dare I say it slum landlords.The excellent landlords will work with you to help you, realising that good business for you is good business for them. The others, well…..

Marketing and Promotion need not be expensive. 

• Savvy use of social media sites can alert potential customers where they can find you.
• Pop a flyer in with each purchase informing customers where else they can find your product.
• Have some business cards made up with your contact details.
• If you truly have an unique product and can create an angle why not send a press release out to your local paper.
• Tell people. we all talk to different people everyday, Other Parents, the Postman, Doctor, Work Colleagues, the Passenger sitting beside you on the train. You get the idea.
• Join a group.

Having been a Market Committee Member for many years (past tense) I saw that the Stallholders who actively participated in promoting their businesses,(or indeed even considered their stall a business),were not only the most successful but were the ones who were happy to show up in all kinds of weather.

Are you an Active or Passive Stallholder?

More Marketing and Promotion Tips are available in How to Teach Art & Craft. These tips are relevant to all craft businesses.

Lessons I’ve Learnt – Market Supplies

Lets continue on our ‘Getting Ready to Market’ series.

You will need to invest in a few bits and pieces before you start selling at a market. Some of these items you will be able to beg, steal, borrow, make do or buy on the cheap. The very first item is one that I don’t recommend skimping on, buy the very best quality that you can afford.

1. Marquee/ tent. If you are doing an outside market you are going to need to a cover. A barbeque umbrella might be sufficient on a fine day but eventually you are going to get a day when there a showers. Buy an marquee with  attachable sides, rain never comes straight down. Also make sure you have weights for the marquee legs. It doesn’t take much of a breeze to up end a marquee without weights.

2. Tables.Some indoor markets provide tables at a cost. There is often limited choices in sizes. The best bet is to provide your own. Here is a Lesson I’ve Learnt. Smaller tables about the size of card tables give you more options for setting up your display. They are also lighter. This may be important to you especially if you are setting up on your own. Don’t forget somewhere to sit.

3. Display equipment. Depending on your product you may need racks, jewellery busts, risers, baskets, stands, hooks and the list goes on. I find these items take more space in the car than the stock and they rarely pack into a box. I try to use packaging equipment that carried stock as my risers. Saves on extra  equipment and finding somewhere to store the boxes during the market.

4. Table covers. Most markets state that you have floor length covers for your table. This is great as you can store extra stock and boxes under the table out of sight. The colour of the cloths may also be dictated by the market. I prefer either cream or black as it provides a neutral backdrop for my colourful items. I started using cream calico for no other reason than they were the original curtains I made for our house. I now prefer black as it gets less dirty.

5. Miscellaneous. we always have 2 assorted boxes for those just in case moments. the first box has basic tools that we have found useful over the years. they include screwdrivers (flat head & Philips), cable ties, pliers, hooks, clips, scissors. This box seems to get larger every time we do a market. the second box is a stationary box. It includes blue tack, rubber bands, stickers, pens, notebooks, paper, card.

6. Cash Tin & Float. You will need to take money to be used as your float. You will also need your site fee( if not pre-paid). Do not rely on selling to cover your site fee. take that amount separately. With all this money floating around you will need somewhere to store it safely. You may not need to purchase a lockable cash tin, you may prefer to use a bum bag etc. Just keep it safe.

7. Personal items. Hat, sunscreen, comfy shoes, comfy clothes, sunglasses ,wet weather gear.

8. Trolley. Not necessary but nice to have. Saves your legs and backs. Collapsible, sturdy and lightweight ones are available.

Next week we will talk about your very first day.

Lessons I've Learnt 7 - Craft Market

Now we've identified the 3 main types of markets how do we decide which one is best for our product? As I said in the last post there is no magic formula for this. In fact if you decide that you really want to try either 'Event' type then your best bet is to do what an old boss used to say to me "just suck it and see". This was his version of trial and error.

If you decide that you are going to try a 'regular' market then there a few tipsand hints. Before I get to them though there is one thing you need to remember about markets. This is a Lesson I Learnt early on. All Markets are retail. Customers follow their same shopping/buying rules at a market as they do to buy groceries etc.

Stop for a moment and consider these questions. Everyone's answers will be a little different based on their individual circumstances and preferences. Just like your potential customers.

Do you shop for your weekly groceries at a large shopping centre complete with cinemas, large dept stores or do you shop at the smaller centre with one chain supermarket, a butcher, newsagent, chemist, fruit shop and bottle shop?

When you need to top up on milk and bread do you go to the chain or pop out to the corner store?

Do you buy your meat, fruit and veges at the supermarket or do you prefer to support the independant stores?

Do you visit the larger shopping centres just for an outing?

For me I never go into large shopping centres unless I'm going to the movies. I prefer to shop at the smaller supermarket, buy meat & fruit from the independants and top up at the local store. As for clothes , shoes etc you are more likely to find me on the high street or opshop than shopping centres.

Your potential customers make these same decisions about shopping at Markets. Some will choose small local  flea markets looking for a bargain, some will choose the market in the upmarket suburb happy to tell people how expensive the item was, some will want to visit only handmade markets where they can engage with the maker, some will visit a market just to get out of the house.

Some tips and hints to help you make your decision:

1. Visit some different markets.Seems obvious but you would be surprised how many people pick up a copy of Markets & Fairs, phone and make a booking sight unseen.

2. Leave the kids and your wallet at home. This is research you are not shopping. The kids will get bored and you will end up leaving without finding what you need to know.

3. Have a look at stalls selling similar products. How are yours different? Is there a lot of stalls selling similar items? How do they display their items?

4. Find a spot to sit and watch customers habits. Does every customer stop at every stall? Do they all buy something? How many come back on their way out to purchase?

5. What makes them buy? Is it the price? The product? The interaction with the stallholder?

6. Resist the urge to speak to stallholders. You will either get the stallholder who says everything is wonderful all of the time or the ones who are always complaining. If you visit a well known market in a popular holiday area near us the incumbent stallholders are notoriously rude and nasty toward newbies.

That's your onsite research done. But you're are not done yet.

7. Once you are home have another look at your product? Is it a good match for the market? Can  you reconsider your pricing, packaging, display to make it a better fit?

8. Will your product be suitable for an outdoor market or would an indoor venue suit better?

9. Do you have to supply your own marque, tables, lights etc?

10. Can you leave you car at your site or do you have to move it? How far are you carrying your stock?

11. Are you capable of erecting a marque on your own?

12. Can you keep  your stock level up for a weekly market? If not a fortnightly/ monthly market might suit you better.

13. Will you have the same stall site everytime? This may have an impact on how you set you your display, how you let customers know where to find you.

14. Do you have to book and pay for your site before the actual day? Do you pay upon arrival? Later in the day?

15. Do you have to have your own insurance?

Only you can answer these questions. What will make one person say 'no way' will be a definitive 'yes' from another. I'm sure there are lots of things I have missed that would help a new stallholder make a decision. If you have any hints and tips please add them to the comments and I will incorporate them into the next post.

Lessons I’ve Learnt 6 – Which Market?

You’ve made a decision to sell your handmade goodies at a Market but how do you decide which Market is the right one for you.

 

I really wish there was a a magic formula for this but unfortunately there is not. There are 3 basic types of Markets.The names I give each group may not recognizable but you will recognize the description.

 

Event Markets 1: These are Markets that are attached to an unrelated event. For example our local council organizes a huge day every year to celebrate the start of a big boat race. The are heaps of free activities, free concerts, free kids activities and markets. 

 

Sites at these events are usually very expensive, the organizers are hoping to recoup some of their outlay on the free activities and insurances etc.You will be required to complete an application form and may be required to pay a non refundable admin fee. You will also be competing against stalls selling imported products.

 

There will be a lot of people at these events. But one of the Lessons I’ve Learnt is that most people come for the free stuff. The may wander around in between the activity breaks but sales  do not generally match the numbers of people attending. There is one exception to this, if you are selling food items you will probably do ok.

 

I also include School fetes and the like under this category. Why? Because people who attend them are usually there for some other purpose than to shop. A lot of people are attached to the school community and come to support the school related activities only.

 

Event Markets 2: These are a little different to the above Markets in that the Market is the Event. These markets might be the ones that occur once per year (e.g. like Finders Keepers), quarterly etc.

 

Sites can be expensive at some of these markets but others can be more than reasonable.  Some of these markets are juried, some may charge a non-refundable admin fee, some may be only open to members. Check with the organizers about how they are advertising and promoting the Market. If you are going to be paying a premium for the site you want to be assured that people will know that it is on.

 

Customers come to these markets to shop so if you have done your research and your product fits then you can do well.

 

Regular Markets: These are the Markets that are on every month, fortnightly or weekly. These markets may also be open to stalls selling cheap imported stuff( boo, hiss) and second hand goods, car boot sales etc.

 

Everyone knows they are on; where and when. If you decide to do these types of markets you have to be prepared to attend consistently. The same customers don’t attend every week but expect that you will be there when they are ready to buy.

 

Site fees vary from market to market. Some can be very cheap others a bit more expensive. Another Lesson I’ve Learnt is that if the sites are very cheap then usually customers aren’t prepared to pay  a ‘true value’ for your item.It can make better business sense to pay more for your site fee to attract a customer who values your work.

 

This is just the start of your market journey. Next week we will explore a few more pointers for deciding which market will suit your product best.

Lessons I’ve Learnt 5- To Market, To Market

So you’ve been crafting for a little while and have been receiving lots of encouragement from family and friends to sell your items. Where do you start?
When I started selling there were really only 2 options; selling on consignment and selling via markets. Remember this was in the days before the internet and during a period where shops didn’t want to take the risk of buying stock wholesale and being stuck with it.
At 19 years old I didn’t have the confidence in myself or my product to go down the consignment path so I initially tried the market environment.
Today, there are lots of options for selling your handmade items. Consignment remains popular, wholesale sales have been reinvigorated and of course we now have a myriad of online options.
I understand the allure of selling your wares  online; it’s safe, affordable and non threatening. Consignment and wholesale are not for the novice. There is lots to be learnt about yourself, your product and the business of selling before you go down that path. If you rush in you may not get another chance.
It was in market environments that I got a first hand education via customer feedback about my product, stall display, pricing and branding. It take enormous courage to put yourself out there; to risk hearing negative comments, dealing with rude people, not selling anything and coping with inclement weather.
I still use the Lessons I Learnt selling via markets all those years ago today.I love markets, Customers are relaxed and you meet the nicest people. The next couple of posts will explore selling  at markets. Please post comments if you have experiences about selling at markets to share.

Lessons I’ve Learnt 4- Wobble Time

I pride myself on my ability to plan and organise my time effectively. I thought I had it down pat until this  past week.

In 3 days I conducted 17 classes for 2 different Schools and 1 Council, had a photo shoot and did 3 interviews for the book. I didn’t actually plan to do all of this in this 3 day period. I had pre-planned to do 7 School  Classes and the I Council Class.

But there was a little mix up with the bookings via the YMCA. They had forgotten to send over the booking sheets for the second school. No problems we can do that!

Then the newspaper rang wanting to send over a photographer and their deadline was looming. Isn’t it always?

In amongst all of this I hadn’t planned that the book publication would be delayed by a month and the publicity would fall in this week. Nor did I plan that Mum would still be needing daily checks until the in- home care was finalised. Blah!

At this time of year we are all extremely busy. We are frantically trying to make stuff for our online stores.We have committed to extra markets to take advantage of the Christmas Shopping period. There are Kids School Plays and friends to socialise with. I’m feeling a little overwhelmed just writing this.

Here is the Lesson I’ve Learnt. When you are planning all of your activities be sure to allow yourself plenty of wobble room. Life has a way of throwing a wobbly at us when we are most stressed, busy and overloaded. In the midst of your usual daily routine you can bet the kids will get fleas and the dog will catch the mumps. Wobble room will give you a little breathing space to meet those self imposed deadlines.

This post comes from the sub category: Do as I say not as I do. lol

Lessons I’ve Learnt 3 – My Way or the Highway?

For a long time now I have avoided these sorts of posts. There are an awful lot of people offering advice on how to start and run a craft business. Many are people with limited experience, either measured in time or varied business models. Does this mean they don’t have anything worthwhile to offer? Not at all.

 

I’m not comfortable with the term expert. Maybe my Dad’s definition, ‘a drip out of control' has had an effect. Or just maybe it is because I really wouldn’t want somebody to blindly follow my advice/comments just because it came from an ‘expert’.

 

Over the last couple of years I have been approached by many new and experienced crafters who want to know how to do this? Should they do that? Initially people wanted me to tell them how to do it, now they are happy being guided, challenged and supported. They appreciate that my insights come from a over 25 years working in different business models and  now run a craft business that is our sole source of income.

 

I’ve decided to post the ‘Lessons I’ve Learnt’ regularly. I don’t have all the answers, sometimes I don’t even know the questions. Some will go against the grain of what others say and advise. My purpose is to start a conversation, give you pause to consider another approach, or define what is truly right for you.

I encourage you to add your comments, agree/disagree, or suggestions. Together we can keep learning.

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Trish Goodfield taught her first craft class 27 years ago & has taught quilling, embroidery, crochet, kumihimo, silk painting and fabric dyeing. Trish has held classes at Craft Shows, Council Activities, Conferences, Festivals and Craft Shops, Craft Groups and Guilds, School Vacation Activities and School Camp Programs. Trish has taught classes in Libraries, Rotundas, Meeting Rooms, Classrooms, Halls and Parks. She has taught children, adults. people with a disability, seniors, frail aged and... her husband.

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