You Cannot Control the Show But You Can Control How You Show Up
In today’s economic climate, all of us in the art community are bound to experience a slow day or two in our industry. It is easy to slip into a funk when this happens — maybe you traveled a long way to be there, and your hard expenses are simply hard not to think about.
Before you let the low energy of a slow show day get to you, first try to remember that this is an inevitable part of the journey of this industry. Over the span of a year, it is a shuffled deck of good show days and tough show days, and all that matters is that cumulatively, by the end of the year, you come out on top. Here are some ways to lock in a winning day, even when the energy of the show does not match your high hopes.
Imagine you are a shopkeeper, and you must go out of town for a few days. You hire someone to stand in for you and keep things running smoothly. You get the chance to peek into the shop — and you see one of two scenarios.
1. The person you hired is sitting in the back of the store, reading the latest novel on the bestseller’s list.
2. The person you hired is a busy bee … the music is turned up, and they are adding the latest deliveries to the website so customers can see what is new, and they are reorganizing inventory. Which would you prefer to see?
Here is the reality at any show. You are that shopkeeper, and you have technically hired yourself to run the booth. You are incurring actual costs to be there, chasing your dream.
Do not sit back. Your goal when you signed up for the show was to earn money, and whether there is a customer in your booth at any moment or not, the goal should not change.
How can you still stimulate the bottom line or make a sale, even if it is not a sale to a customer who is standing right in front of you? Perhaps you could follow-up with someone who was interested in a commission (hey, there might be time to sketch up a draft), network with a neighbor whose work is in your favorite gallery, or snap a picture of your (equally) bored neighbor draped in your jewelry for social. There are so many different angles from which you can activate your business, rather than succumb to the lack of vibes of a crowd-free festival.
Keeping the energy level up within your space will not only make the time pass more quickly, but it will also help to attract what customers do come through the show. We all have experienced the awkward pressure of walking into an empty booth with a visibly defeated artist.
A few ways to make hay while the sun shines…
- Spark a sales connection. Contact any business leads, finish that conversation you started about a commission, or even send out a simple email thanking everyone who visited your booth last weekend.
- Rework your display. Invest time in your booth for future applications. Get busy dusting off your inventory, maybe swapping a new piece to a big wall. You might have gotten set up in record time. Now you can spend the time making your booth look perfect. Snap a fresh booth shot. This can majorly pay off down the line.
- Network with your neighbor. If you need to plan your upcoming show circuit, browse those shows’ participants. Is there anyone in this show who might have an insider scoop or advice for you? Strike up a conversation that has a positive impact on your future calendar.
- Activate social media. This is an obvious option, but while all your inventory is shining and right there on display, share something new or an interesting story about a piece with your followers. Reliving the inspiration behind your work will also pass the time.
Most importantly, keep your spirits up and let your creativity flow. A slow day is just a wild card in that deck of show biz — choose what to make of it!