Shows part 2

As I said yesterday, I will speak to shows that weren't worth returning to.  Before I get into the nitty gritty, let me state that there is no such thing as a useless show.  All shows have some kind of use, whether or not you sell anything, people are seeing your work and you are getting your name out there.  There have been a few shows that I have participated in that I haven't sold a thing but gained a gallery spot or a tip on another show.  It's very easy to look at a low income show and get down on it, but as an artist you are always learning and evolving, so keep your chin up and stay positive :)

What makes an event worth returning to?

Obviously the number one factor is sales.  I have heard that a truly successful show is one that sells ten times your booth fee.  So if you paid thirty dollars to be there, you should make three hundred.  For some shows, this is unrealistic.  It's a nice goal and definitely an indicator if your target market came out to that event.  I think that five times your booth fee is one I may try again if my schedule permits, eight times your booth fee is worth putting on your calendar for next year and ten times your booth fee is a for sure thing next time. 

Another factor is the feel of the crowd.  Did people come into your booth and listen to what you told them about your product, or did they walk right by? If you can distinctly remember each person you talked to, there probably weren't enough people interested to make it worth going back.  But if you felt like you just talked and talked all day and it was just a blur of people in and out of your booth, it is worth going back. 

I also take into account other factors that don't have to do with the customer at all.  Like was set-up and break down organized? If not, I would have to make ten times my booth fee to even think about returning to an unorganized show.  Did you have volunteers come around and ask to watch your booth while you went to the bathroom or got something to eat?  This is a big help when you are working your booth alone and it makes the show more comfortable for everyone.  Was there another booth that was exactly like yours? If so, the organizers weren't in the market for diversity and then it makes the show too competitive for you and the other person who does the same thing you do.  Was the show publicized? Sometimes you'll get great traffic at a show but not because it was publicized, but because people were out at another nearby event or just out walking around.  If customers come into your booth and in conversation mention that they just happened along this event, it's a red flag that the organizers did not publicize the event.  With all the free marketing and social media opportunities out now, there is just no excuse in my mind. 

Like I said before, there are no useless shows.  But you, as a prudent business person, have to determine the worth of the show.  If you did it once, and feel you have exhausted its worth, you don't have to go back.  This is also your choice as to how busy you want to be and how many shows you want to do.