Marketing A Show How This Promoter Gets the Word Out
We start marketing the next show during the current one. The promotional materials include postcards, signs, and flyers, available at the admission tables and for crafters to distribute. These printed materials are prepared six to nine months in advance of the show we are advertising.
The day after the show’s conclusion, our website is updated with details about the next event. While the confirmed list of crafters is not available, we provide show details and any new elements to attract attention.
Our shows’ success stems from a consistent format from year to year, with an added twist each time. Sometimes that extra benefit is free shuttle buses or a new sponsor (sponsors are not charged a fee but are asked to promote the show through their marketing channels).
Advertising methods include billboards, radio, our website, the local online newspaper, social media, and lawn signs. While billboards are expensive, a strategically placed billboard on a main highway provides additional exposure to a new, unsolicited public. Numerous times, people have told us they saw the billboard on the day of the show and attended it for the first time.
Two weeks before a show, 3 x 4 lawn signs are placed — with permission — in more than 25 locations within 20 miles of the show. Simple in design, the signs call out the show’s date, time, and location.
Radio exposure is also initiated two weeks out, with a crafter and their product lines part of the interviews. A local DJ broadcasts during the show and features real-time conversations with select crafters.
On Our Website
Crafters are featured on our website and social media posts. The short write ups provide insight into their creativity and craft.
Weekly contests begin on our Facebook page approximately six weeks before a show. Two weeks before the show, daily Facebook posts are shared, highlighting a crafter and providing photos of their work, as well as their booth location. Our show program lists the crafters and their mediums, provides photos of their work, and includes their booth location as well.
Advice for Artists
I recommend artists actively promote the shows they are attending. The more details they have about the show — including their booth location — the better! We find when crafters advertise on their social media platforms, it helps attendees prioritize which booths to visit first.
Facebook remains an excellent platform for this type of promotion. Artisans should tag the event (if it has a Facebook page) to increase visibility and attract more interest. This simple strategy can boost engagement and help drive traffic to their booth.
During a show, use platforms like Facebook Live or Instagram Stories to provide real-time updates. They should showcase their booth setup, highlight key pieces, and interact with viewers.
Posting behind-the scenes content before and during a show generates interest and excitement. Using event-specific hashtags and tagging an event’s official page broadens their reach.
Business cards are essential and should include their contact information, social media handles, and website. Distribute flyers or postcards, detailing upcoming show schedules and promoting future appearances. Include QR codes on materials to link directly to an online portfolio or shop.
Build an email list by collecting email addresses at the booth, offering a sign-up sheet, or having a digital option like a table or QR code. Encourage signups by offering an incentive like a small discount or entry into a giveaway. Use the email list for regular newsletters to share updates, new work, and future event schedules.
Encourage future sales and commissions by clearly displaying signage about your availability for custom work and commissions. Prepare printed or digital portfolios to showcase past commissions or custom creations. Build trust and interest by sharing stories about previous clients or projects.
Create memorable interactions by offering a small giveaway or branded keepsake to visitors, such as a sticker with the artist’s logo or an art postcard. Leave an impression by ensuring the booth is visually appealing and provides a unique experience.
More on the Topic
Developing an effective marketing plan takes perseverance, adaptation, knowing the community, and crafters. It is simple to keep the same design on the flyer from year to year but not advised.
One can call the same newspapers, magazines, and radio talent because it is efficient, but a fresh perspective is important. Always be on the lookout to shake things up!
It is important to have a solid marketing plan from the start and be willing to make corrections as you go. We constantly search for small and large ways to enhance our shows.
Each show needs to understand their market and crafters on a deep level. What works here may not work in other locations.