“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
I woke up to my predicament, palms sweating, at 9:30am when the customers and crafting ladies started rolling in. My book table was half-buried in the forest of more conventional booths: crocheted “Minion” hats, fleece blankets with tied fringes, hand-carved wooden crosses, and an assortment of other craft fair products. The vendor to my right was selling custom herbal tea blends and the vendor to my left, homemade jewelry. I could almost hear my fifth grade teacher humming, “One of these things is not like the other…”
That’s what I get for having bright ideas.
The itch started a few weeks ago. I must have been looking for a break from the daily slog of work, parenting, and grinding out edits on Plague Runners , because I actually read the craft fair email advertisement before deleting it: “JSC Annual Holiday Bazaar,” it said.
Hmm… I’m not really the crafty sort. Delete.
Sometime in the next 24 hours, the itch got worse. I like to write, but I like to meet and talk to people as well, and cloistering myself to get another writing project done was killing me. So what if the only escape nearby was a certified craft fair? I could go as a vendor. Surely there would be some poor fellow there looking for an oasis of fantasy in that ocean of knick-knacks and Scentsy candles?
So I did the essential research:
Buy-In Cost: $55
Estimated potential customers: 200-300
Demographic: Middle-age craft fair enthusiasts, family members, and assorted NASA employees
Competing Products: ~70 booths, only two selling books, none selling fantasy / sword-and-sorcery
Reference Case: If you ask nicely. . .
Likelihood of Breaking Even: ???
I contacted the reference case to get perspective on whether or not the buy-in price made sense for the type of sales I could expect. The reference case vendor was very encouraging once he heard about my books. “You should give this venue a shot.” (I didn’t realize at the time that he was a fantasy enthusiast as well, and would end up buying both my books. . .)
I mulled it over. It would be a low risk opportunity to get real-time sales experience. Even better, the mix of vendors didn’t threaten to crowd out an up-and-coming fantasy/sci-fi author. And, sheesh, if I couldn’t sell a few books to whichever coworkers happened to wander past, then I’d never amount to anything, anyways.
I bought in, excited at the prospect of sharing DARTS and RINGS with potential new fans and publicizing the upcoming release of SWORDS.
Still, I’m not a fan of cold calls. I dislike being approached by salespeople, and consequently feel very self-conscious about doing the same. And what if my work friends thought my book was silly? What if nobody showed up? What if the people who came to the craft fair actually did only want to buy crafts?
I’d be out $55 and a fair bit of self-respect, that’s what. The thought didn’t thrill me. Why was I going to a craft fair? What else could I do to help cover the costs of the table, some diversification more relevant to a NASA holiday craft fair?
Well? I like making snowflakes. And I’m pretty good at it, too. Eight-points. Six-points. Spider-web. Eagle Feather. Something for everyone. So I made a few at home. My wife suggested that they were elegant, but looked a bit plain for the likes of a craft fair, so I took a few out back and spray-painted them. Then I made a more snowflakes from the black butcher paper used to catch paint. (The “shadow-flake” has overlapping patterns of paint and darkness, and is quite striking.) Even if I didn’t sell any books, I ‘d be able to sell enough of these beauties to offset the cost of the booth.
Wrong again. Sitting at my booth, it quickly obvious that most people don’t consider snowflakes a worthy investment. But I watched their hungry eyes and slowing steps of the ladies as they passed, trying to puzzle out how these beautiful snowflakes came into existence without incurring this particular booth’s sales job.
Ahh. So crafting people aren’t so different than me? Who wants to be sold to? So I pivoted.
Me: “Would you like to know how to do it?” [With no hint of ulterior motive.]
Craft Lady: “Actually, yes.”
I spent the whole day helping people make their own. I’d planned to do a mini-course (mostly for friends, family, and bkhewett.com enthusiasts), but everyone else seemed interested in the hands-on too.
Pretty soon I had a swarm of people around my booth, including the other vendors. Lucky thing I brought an extra pair of scissors and some paper. We laughed and joked. They smiled and expressed their own creativity, and occasionally appreciated mine. More people came to see what the commotion was about and started making snowflakes of their own. And once my new friends finished making snowflakes, many of them friends wanted signed books. Others offered one-dollar tips for the holiday craft lesson and promised to look my books up once they got home.
It was fun. It broke the ice. I provided people with an opportunity to express themselves creatively. I didn’t have to awkwardly pressure anyone into buying a book they didn’t want. They could see the books on the table and ask questions in their own time-frame. The hardest part of the whole day was making sure I gave each person in the crowd proper attention.
I didn’t go out thinking about how I was going to stop traffic at my booth, teach a new skill, engage the creative brain, and then sell books. I started with the question of how I could cover the cost of the booth if my books didn’t sell. That idea morphed through the day into something that made the venue more enjoyable for others and made the sales experience more enjoyable. What’s more, selling books and meeting new fans put fire back into my cloister efforts, and I’ve been twice as productive over the last two weeks.
What’s my main point here? Be flexible. Pivot. Run with that crazy idea for a bit. It may be the first step in an even better idea.
ESSENTIALS FOR RUNNING A BOOTH
Merchandise (including an accurate book count)
Cashbox (with change, and a starting till count)
Patch Kit (Scissors, Tape, Pens and Pencils)
Mailing List Sign-Up
Business Cards or Book Marks
iPhone Credit Card reader (if you’re that kind of person…)
An event-appropriate talent/activity to share with potential customers
PROBLEM SOLVING SUMMARY
- Identify Need: Change of scenery. Inventory collecting dust.
- Identify Solution: Holiday Craft Fair
- Calculate Benefits: New Fans, Change of Scenery, Professional Contacts, Potential Profit
- Postulate Risks: I might look silly selling books at a craft fair, waste my writing time, and not cover costs.
- Identify Mitigations: Take a secondary product such as snowflakes.
- Flex and Pivot: Use the snowflakes as a conversation starter and bonus for book purchases.