Craft Fairs 101 - Part 3

(photo of Pie Bird Press and Honeylux from Renegade)

Part three of Craft Fairs 101 will cover some things to consider for the day of the fair, as well as a few more photos of beautiful displays. Things can get pretty hectic the day of a craft fair, especially if it's your first, so it's good to have a checklist.


(Craft fair photos from Unique LA)

A short list of things to remember on the day of the fair:

* Lots of inventory! An inventory list comes in handy, too.
* Tables, and enough chairs for everyone planning to work in the booth
* Sales displays
* Tablecloths
* Signage
* Plenty of cash change, and a money holder (box or belt)
* Credit card processing device
* Promotional items (business cards, pins, postcards, etc.)
* Calculator/receipts
* Bags, boxes, tissue, for packaging sold items
* Booth helper (someone to let you take a break!)
* Wet naps/purell
* Snacks and/or lunch, plenty of water


(photo of Bird Mafia from Renegade)

Big events like craft fairs can be very taxing on your body and your voice. Keep in mind that you'll want to take a few breaks during the day, to have a snack, or just to walk around the rest of the fair. You may want to ask a friend or family member who knows your work to help you run your booth, so that you'll have opportunities to take breaks and relax a little. Having a booth helper means you won't accidentally get caught shoving a sandwich in your mouth by a customer ready to buy your merchandise... no one wants crumbs on their purchase.


(book fair photo from Lena Corwin)

Many shoppers will want to chat with you about your work, but many will also want to shop in peace. It can take a while to learn the art of body language and subtle social cues, but it's always smart to look available for your customers, in case they have a question. This means staying off of your phone, computer, etc, and smiling as people walk by your booth.


(photo of Love, Daniela from Renegade)

You will certainly encounter many people who are eager to compliment your work, but don't let the occasional negative comment get you down. We've all been there, someone makes an off-hand remark like, "This is overpriced," and you grit your teeth. Try to take these comments in stride, and use it as a moment to educate your shoppers. Perhaps remind them, "My work is all one of a kind, and made entirely by hand." Of course, you can always choose to just ignore naysayers, but I've turned a few skeptics into customers after educating them about my materials and methods, and the benefits of buying handmade.


(photo of Krank Press from Renegade)

It's a good idea to introduce yourself to your booth neighbors, and to be as courteous as possible to other vendors during the show. Manners matter, and a good impression goes a long way towards getting you accepted into the fair next time. Craft fairs can be draining, and it's easy to get crabby after a day or two of non-stop work. Keep in mind that the connections you make at a single fair can set up months of future sales, that should keep you feeling upbeat!

Most of all, have fun! Participating in craft fairs is a great way to expand your business, and to meet your target customers in person. It's a fabulous opportunity to make professional and personal connections, so enjoy the experience!

Craft Fairs 101 - Part 2

(Above: Oh Hello Friend)

When you are preparing for a craft fair, it is easy to get caught up in just making enough stock to sell! However, a thoughtful display will help you sell your work by drawing customers in, and showcasing your beautiful designs.


(Photo of Urban Heirloom by Oh Hello Friend)

It’s important to consider how you will get to the fair, and what the conditions will be like when you arrive. Consider how much you can fit in your car or suitcases, and keep those space restrictions in mind while you design your displays. There’s nothing worse than spending days creating a beautiful display element, then realizing the day of the event that it won’t fit in the car. Try to visualize the size of your booth by marking off space in your living room, so you can better predict how you can organize your space once you get there. Will you event be outdoors or indoors? Will you be under a canopy, or will you be in full sun? Lots to think about, location wise.


(Photo of Something's Hiding in Here, by parallelbotany)


(Photo of Tugboat Printshop and Spin Spin)

Once you’ve accounted for the location conditions, the best thing to think about while designing your booth space is the mood you want to create when customers visit your booth. For example, if your company is focused on eco-friendly handmade items, perhaps you’ll want to use a natural linen tablecloth, or display plants to reinforce the eco themes. Think about how you can brand your space, the same way you’ve branded your packaging or your business card. As always, think creatively about how you can use materials and items you may already own, or even recycled materials, in creating your displays.


(photo by Amy Stocklein)

One great way to maximize your booth space is to think vertically, not just horizontally. How can you build up your booth to have multiple eye-lines, or to create more visual interest? Many sellers use risers or small shelves on their tables, to help draw customers’ eyes, and to be able to display more items. Try to visualize how your booth will look when it is filled with customers. Will passers-by be able to see your signage or items when people are standing in front of it?


(Photo of Lulu Dee's booth by Margaret of Paper Pastries)

Clear signage can be a big help to shoppers, especially shy customers. Not everyone will want to engage with you about prices or materials, so it is important to have all vital information clearly displayed. Try to share vital information through signs: is everything in your booth made locally? Do you donate any proceeds to charity? Do you take credit cards? Having this info available without having to ask can allow customers to shop without worrying about having to feel awkward.

After you’ve designed the displays, you may want to consider where you will keep extra merchandise that won’t fit on the table. As items sell throughout the day, you’ll want to replenish your stocks. You want your displays to look full, but not overflowing. Don’t pack your tables so full that customers risk toppling items onto the ground. You’ll want to find a way to keep extra merchandise safe and clean, and your personal belongings (purse, lunch, etc) out of sight.


(Photos from the National Stationary Show 2011 by Fugu Fugu Press)

The most important thing to consider is the overall experience customers will have when shopping in your booth. Think of the craft fair as your opportunity to have a tiny retail store; how would you treat your customers if they were entering a brick and mortar store for the first time? Try to make shopping at your booth as fun and comfortable as possible, and you’ll find that during the show you can concentrate on meeting your customers, and enjoying the process of sharing your work in person.

Up next: Part 3 of Craft Fair 101, things to consider for the day of the craft fair!

Craft Fairs 101 - Part 1

(above: thousands of visitors at Renegade Craft Fair)

As the summer craft fair season gets into full swing, the time seems right to talk about selling your goods in person, and bringing your Etsy magic into the real world. This is part one in a series of three posts about how and why to participate in craft fairs, art and gift shows.

First off, some great reasons to participate in a craft fair:

1. Extra income! Many artisans like to do craft fairs throughout the year to supplement their income, or just as a regular paycheck. Some people even tour the country during the year, participating in large craft fairs many months out of the year.

2. Local exposure! Craft fairs can be a great way to attract local buyers. Even if shoppers don't purchase from you on the day of the fair, many people will grab your business card, and perhaps make a purchase from you at a later date. The added online traffic after the fair can be just as profitable as the sales you make the day of the fair.

3. Additional promotional opportunities! Many bloggers and magazine editors visit craft fairs to discover up-and-coming designers. A feature on a well-read blog or popular magazine can be an invaluable boost to your business.

4. New wholesale accounts! Buyers for many local businesses often come to craft fairs to scout for new merchandise for their stores. This can mean new sources of income, as well as more exposure for your business.

5. Networking with others in your field! Craft fairs are a great place to meet other artists and craftspeople. At a busy fair you can make connections with tons of new people, both customers and potential collaborators and mentors. Perhaps you'll meet a gallery owner who'd like to show your work, or another artisan who you can collaborate with on a new project.


(just a few of the many craft fairs you could participate in!)

While participating in craft fairs can be a bit daunting at first, a little planning can make things much easier. First, do some research about what fairs might attract your target market. It's important to find a fair that will attract both a good number of attendees, and advertise to your target market. You may want to start with craft fairs in your town, but it may pay off to look for larger fairs that you can travel to easily that are a little further away.

Think about how much you'd have to sell to break even, after considering booth fees and setup costs (renting tables, buying display elements, paying for travel, etc.) It can be a bit of an investment to begin doing craft shows, but these added costs can pay off big time if you find a show that is suited to your wares. Be practical about what you can afford for your first fair, and once you've considered all the costs involved, apply to a show! Many craft fairs are juried months in advance, so keep that in mind as you plan for upcoming craft fair seasons.

Next up in this Craft Fairs 101 series: You've been accepted, now to plan your craft fair booth! Lots of tips about how to display your awesome goods, coming soon.

How to Photograph Jewelry

The first time I tried to take pictures of my jewelry to sell on Etsy, I ended up almost in tears. Here I was all ready to start my shop, but I had no clue what I was doing with my camera. I think I tried the classic black velvet background, indoors, with a flash. I ended up with blurry overexposed pictures. The lint on the velvet was the only thing that was clear. My husband mentioned something about macro mode but I didn’t even know what that was. About the only thing I knew for editing was cropping.

So when I volunteered to put this post together, I did so with a warning of “do as I say not as I do”. Now, I am far better at photographing my jewelry than I was when I started, but I know I’m not where I strive to be, or where my top competition already are. I am, however, committed to getting there: I am constantly looking for new tips and new ways to apply what I’ve already learned. Product photography is probably the biggest factor after your product itself, for success online, particularly on Etsy. You’ve all seen those threads on the forums “I know my pics aren’t great yet but what else should I be doing to get more views and sales”. Sorry to say but there is no “else” that will compensate you if your pictures clearly need work. Conversely, uplifting your pictures can help dramatically.

One of the most popular jewelry sellers on Etsy recently changed her backgrounds and re-shot half her shop items. Her pictures are always incredibly well done, and even SHE keeps looking for ways to improve. (If I don’t work just as hard how do I expect to compete?) So for now I look at photography as just another of the many business challenges to conquer! I can’t tell you how many times I’ve thought “Now THIS is the perfect backdrop” - redone half my shop pictures - and two weeks later decide I hate it and do it all again.

I’ve added links to more in-depth articles (at the bottom ) as I don’t pretend to cover everything in one post, but hopefully this will be a good starting point.

My main advice is: Keep changing it up, keep learning, keep trying new things - anyone can get better. If something isn’t getting the attention know you it deserves, try a new picture first. And have fun with it!

I’ll focus (no pun intended) on four main impact factors:

Camera:

I’m not going to recommend anyone drop $1000+ on a DSLR and a nice lens. I plan to one day, but I don’t believe I’m ready to take full advantage of one yet. A nicer camera won’t magically make my pictures look professional. I have resolved to first improve my skills around lighting, composition, and editing before I make this investment. No camera will solve those for things me, so for now I’ll stick with my Nikon S6000. There are some minimum requirements though, and if your camera is not more than a few years old you should have them - I find these the most useful:

Macro lens feature: Once I realized what this was, I can’t imagine ever being able to take a jewelry pic without it. Macro enables you to take clear crisp pictures from 3-10 inches away. You can always crop later, but you want to capture as much detail as you can and macro is the only way to do this.

Light balance: Play around with yours depending on your light source. I have a Nikon which tends to favor blue over red. I take most of my pics outside and I use the “cloudy” setting which compensates with a little extra brightening. My other choices are Daylight, Incandescent (normal indoor lighting), Flourescent, and Flash - the last of these would never apply for me.

Autofocus: - this can be handy. I have mine set to single and I lightly click the button to take a pic and AF kicks in, like a preview for me. There is also Full Time autofocus but this is a quick battery drain.

Your camera may have other tools and settings, so please tinker. Just make a note somewhere when you figure out the optimal settings for you, in case you need to go back to them.

Lighting:

Never Use Flash: It never looks good. Trust me. Floods light and creates shadows all over the place. If you need more lighting flash is not the answer.

Natural Light is Best:

Outdoors: Ok I’m lucky. I live in Florida. I can count on sunny days 5 out of 7 on a bad week. But direct sun...see Flash. If you can setup a nice staging area outside that provides filtered light (my back patio, around 5-6pm when the sun is starting to move behind my house) try that out. Try different times of the day for you to find the best time. If you’re not sure, try the same setup a few different times of the day then look at your pictures. I’d love to take morning shots, but the light outside for me just doesn’t pop as well as early evening.

Indoors: Near a window, near a source of sunlight - this can provide natural softening and filtering to reduce glare but still gives you the benefit of nice natural light. If it’s a bit too bright, lightly tape a piece of tissue paper over the glass to soften the glare. Here’s a blog post from

Indoors: Lightbox. Another investment option though you don’t need a major large setup for jewelry. I have a make-shift one similar to the one you can make here:

http://etsymentors.blogspot.com/2009/11/how-to-use-light-box-and-photo-editing.html

I use a few close-set lamps, with Daylight bulbs, which I find are as close as you can get to simulating natural light.

Composition: I probably futz around with this most often. I’m always looking for new items to drape a pair of earrings over! Pretty scrapbook papers from craft stores are great, books, cups, tiles...ideally something neutral that helps create the mood you want, without distracting from your items.

Main Shot - the Hook Pic:

For the first couple of shots, I want to draw my customer in. I want to show the shine, the details, the color. I’m less worried about the “full body” shot here. I’ll use these garnet earrings as my example.

I have them laid on a glass table outside. Early evening sun creates a light surface for me with some nice sky reflections but not too busy in the background. I then moved myself around the earrings to find the spots where the light hit the stones best. I cropped out most of the earwires in the first shot to maximize the garnet impact for the thumbnail. Remember your buyers are finding you from a long list on the page - your 1” square needs to incite a click. I pull back for the remaining shots, but for the first one I’m trying to get attention to where the shopper wants to see more.

Scale/Size/No really what’s it gonna look like on me:

Pretty drape-y shiny pics only go so far. If I’m gonna put you in a Treasury that’s fine, but if I’m gonna put you in my shopping cart I need a little more reality!

I have a few different “Go To” pictures for my items. I want one to show scale, which is me holding the piece in my hand (do check your fingers and nails and ensure no hangnails, no dirt, etc - the macro lens is very cruel!). I’ve seen other sellers photo the item next to a coin, or a ruler, and these work too. I want at least one “as worn”, that means earrings hanging, necklaces draped as if on a neck, etc. Some choose to show the jewelry on a live model. When it comes to earrings I avoid that, but I know some people like it. Up to you! If you are going to use a model form, try to find an angle that focuses the attention on the jewelry - not the vacant plastic face - am I the only one that finds those a bit creepy?

I hate the way my fingers look in pictures but it’s a good way to imagine size:

For earrings I hang on a small bowl, for necklaces I drape over a slightly larger white porcelain bowl, inverted.

Backgrounds/Staging/Props:

Neutral, natural, light, not too busy....Ok at times I break all the rules but I do try to stick with stone tiles, slate, glass, or barn wood as a background. Unlike other items that can benefit from added color in the staging, jewelry does not need a distraction. Other prop ideas to add depth and scale to your pictures can include shells, candles, books, cups and bowls. Experiment, and be flexible depending on your specific items (i.e. the perfect prop for those Garnet earrings completely washes out the Citrine pair). I have a small collection of stones, tiles, wood, all gathered out on my patio on a glass table.

Here’s my “outdoor photo studio”:

I sometimes like to create a little more drama with a layered background. Here I use a tile on a wood surface and let the earrings drape from one to the other. This pair of Iolite earrings were taken indoors, in my makeshift lightbox.

Editing

I take around 30-40 pictures of an item before I start editing down to the 5 for my listing. I’m getting better at knowing if what I see in the camera will be a good shot to work with. I probably took far longer when I started, but today, those 30 shots take me less than 5 minutes. I usually setup with a dozen items to shoot at a time, and from snapping to editing it’s less than an hour.

There are many tools available for editing, of course the most popular being Photoshop. The PS Elements kit is a cheaper option and works very well for most needs. Free software is also available in Google’s Picasa, Piknik, GIMP, PIXLR, and various others. All of these become easier to use with practice. Some features to concentrate on for jewelry in particular:

Cropping: For Etsy the photos you chose will be square or 4x3 ratio (in gallery or Treasury view). I try to ensure my first picture of the item works for both - I want it to be a nice addition in a Treasury, while also showing enough of the detail in the Square view for a customer. Either way, crop out any junk in the background, and get your size down to a crisp clear item.

Color Balance: I depend on this to compensate for the slight blue tone that Nikon sometimes adds. This feature has saved many of my shots.

Contrast: fill with a little more light, up the highlighting (very important for jewelry) or deeper the saturation if your shot washed out a little.

Focus: I like to soften the edges just a little to apply more focus on my items.

Levels: Now you’re getting technical, and this is a feature not found in most freeware. I’m no expert here but a great guide can be found here in my links below.

Editing can really save your pictures, but be careful. You can edit your way to an amazing picture that looks NOTHING like your actual item, so apply a reality check before you upload!

Lastly, embrace photography - it can be fun. Expect to take and retake item pictures as you perfect techniques and learn new ones. Something you love isn’t selling? Change the picture - I’ve sold things that have sat in my shop for months within hours of uploading a new photo. A new photo is free, and often more effective than renewing. If you find yourself getting frustrated taking photos, take a trip through the “sold” pages of a popular shop, and scroll backwards from their early sales to the present. I’ll bet those earlier shots are far and away from what they have now. Seeing the progress in their photo skills helps remind me that we all start somewhere! What’s important is to keep improving your photography as your most important marketing skill.

Hopefully you found a couple of tips here you can use. For more reading, here are some reference links that I’ve used in the past:

http://smallobjectphotography.blogspot.com/

http://shopsomethingblue.blogspot.com/2010/07/quick-dirty-photo-tutorial.html

http://www.merriweathercouncilblog.com/2011/01/my-etsy-photo-taking-tips-tricks-and.html

http://etsymentors.blogspot.com/2009/11/how-to-use-light-box-and-photo-editing.html

Author: AeridesDesigns