I remember my first market season. Oh was I excited or what! Well, the ‘or what’ turned quickly into ‘overwhelm’. So what can we do to alleviate this? We can research, plan, and prepare, and with a step-by-step approach, you will get there with minimal stress and fuss. So with no further ado, let’s dive in!
TIME TO RESEARCH
Go and enjoy some markets. Grab your bestie and a coffee (in your favourite Handmade Ceramic Keep-Cup of course!) and hit the markets. Take note of the demographic in the market. Are they your target market? Would your products suit? Don’t be shy to carry around a pad and pen and document what you see. How are stallholders displaying their goods, how do they price them? What made it easy for you to view a stall, what was ‘inconvenient’ for you as a shopper? There is a wealth of information to gather while enjoying a day out.
When you’ve left the market, take note of what you remember. Was there signage that worked well and as such sticks in your memory? Let’s not forget stallholder behaviour as this can play a vital role in sales. Did you meet an engaging seller and this had a positive impact on your stall experience? Don’t forget to throw some questions to whoever you took to the market, their feedback is also invaluable.
APPLICATION
OK, so you’ve worked out which markets suit your business and need to get some applications in. What’s important? Amongst other things, photography and stall design will be fundamental to your application.
You need professional-looking shots of your products that show them in the best possible light (excuse the pun). It is not impossible to do this on an iPhone, but you do need to think about stylising the shot no matter which camera you choose. It’s not the time for the family pet to be snuggling up on the sofa in the background. Get yourself a lightbox, a tripod, and a few simple props, and get to work. If you can invest in professional photographs of your products then use these. I would encourage this as you can use these photographs on your website and socials, further elevating your business. Remember the photography you submit can make or break your application and we want you to be successful!
Stall design is also of high importance. Have a plan for which size of stall you are applying for and create a design that best displays your work within these parameters. Think about the type of product you are selling, your style, and what will best enhance your stall. Think about the markets you attended and the standard of stall display as you will need to match this as a minimum. Was it an outdoor community market where the expectation is a gazebo, camping chair, and trestle table? Or is it a hugely anticipated event in your city center where you require professional signage, backing board, and custom-built displays?
YOU GOT IN!
Fabulous, your application was accepted, you’ve made all your stock and your display will turn heads! There are a couple more things to set you up to make sure you make the most of this amazing opportunity. Here’s a checklist to get you started.
- Business cards. Have them out and accessible in a couple of spaces on your stall, where they can be seen and have a good supply to replenish during the day.
- Signage. It must be clear and visible. Think up high, if there is a lot of foot traffic and no one can see your counter, they can see your sign and some product up high.
- Wrapping and bags. Think about how you would like to wrap your products as it is another marketing opportunity. Make sure you have a branded bag (even a good stamp will help you when starting out) and sit back and enjoy the free marketing as customers walk around the market displaying your name.
- Marketing materials. Thank you cards are a good option to pop in a customer's bag to promote your business and encourage future sales. Is there anything else you would like in there? Flyers, brochures, etc.
- POS (POINT OF SALE). You need to be able to take payment outside of cash and you need a float for cash. The majority of sales these days will be electronic. There is a variety of POS to choose from and you can ask your market organisers for advice or perhaps you have a web platform for e-commerce with a good option for you to use.
- Battery pack and backup. Have a means of recharging your phone, POS, or whatever else you have. Do not rely on a power point outlet. Think how you would recharge if you were camping and you’ll be fine.
- Email marketing sign-up. Markets are a GREAT opportunity to gather new customers and followers. A QR code to your email sign-up page or a space to take email addresses will work. Could you run a giveaway and gather contact addresses to enter?
- Samples. If applicable of course, but a great way to have customers ‘try and buy’.
- Food and drink. Imagine your products are flying off the shelves and you couldn’t possibly take a break to wait in a food queue for half an hour. You don't have a stall buddy to get you sustenance and you are so hungry you can hardly stand. OK, that's a little dramatic but you need to eat! Ensure you come prepared with snacks unless you’re lucky enough to have a friend there to deliver.
- Props. Do you need them? Flowers can soften the feel of a stall and look inviting, is there anything you can use to brighten your display?
- Lastly, have a run-through and make a list. A great way to ensure you have everything you need is to set things up and create a market checklist. This will be an invaluable process come market day. Not only will you arrive with everything you need, but you will also have a plan for how you want it to look and maximise your display.
POST MARKET
Wow! You did it, your first market is now complete, you were a smashing success and it’s time to put your feet up. While you’re busy doing that you can review and evaluate.
A couple of points to consider
- Customer Feedback
- What sold well, and perhaps what didn’t?
- Did you have enough stock? Marketing material? Packaging?
- Were you seen, did your signage work?
- Think about the marketing leads you obtained, the email addresses collected, and how you can use these for future promotion.
- Were you happy with your display, did you gather ideas for improvement?
- Reach out and thank all involved in the market, everyone works hard and a pat on the back does not go amiss!
Remember market sales are not the only opportunity. Participating in a market is so much more. It’s an opportunity to put yourself out there, interact, promote, and network. There are businesses you can create collaborations with and wholesale opportunities to be found. You can forge amazing friendships with like-minded people. Friends you can bounce ideas off and share the highs and lows of running a creative business.
So don’t delay, the wonderful world of market events awaits you!