Expo/Fair TipsPurpose: To get bookings!!! You might get a recruit lead or two as well, but focus on bookings. Once you get a person to host a show and get the product into her home, she/he is a better candidate for recruiting.
Finding an EventChoose a fair in an area that is convenient for you to go back to (for shows, or to work with new recruits). Call around to schools, churches and other non-profit organizations to see if they are hosting a craft fair/festival in your area. You can also call the chamber of commerce for your city/area to find out the same information. You can also subscribe to the Craftmaster news (www.craftmasternews.com) or visit www.craftlister.com if you are considering doing many shows. You can also go to a major search engine like Google or Yahoo and enter key words like “CT events, CT craft fairs, CT festivals, CT calendar, CT state fairs, CT expos etc. (substitute of course with your state abbreviation!). You can look for events listed under town or city websites or call the town halls to inquire about upcoming events. There are many fairs to choose from but the events directly related to home decor and are the largest in attendance will be the best events to participate in. such as a Home and Garden Show. These shows are expensive and usually run for several days so it is best to build a team to share set-up, take-down, shifts and expenses.
PartneringSome Designers like to do fairs alone and others like to pair off and do a fair with another Designer. If you do pair off I would recommend doing different shifts so that you can have more time being with your family instead of doing a fair for a whole day. This is also helpful because you don't have to try and decide who gets which lead, etc.
What is considered a Successful eventEvents are just like advertising, it is hit and miss. You may do very well at one event and not too well at another. You may also find that one year an event will do great and the next year based on outside circumstances (ie, other events scheduled in the area, bad weather, lack of advertising on the event givers part, etc) may not do as well. An event is considered a success if you get one booking or one recruit lead for every $50 - $100 you spend on the event. (include all expenses in this count). It is recommended to do several events and then average out the success. Remember that just one booking will lead to multiple parties booked thereafter.
AdvertisingA week before the event, send postcards and/or email to past hostesses and customers in that area telling them that you're going to be at the event. Your postcard could say:
Everyone's talking about the upcoming (event name). I'm going to be there (list days & times). Bring this card by for a fun surprise!
The "fun surprise" could be a candle, a coupon or certificate, a warehouse special, a pen, a refrigerator magnet - something simple and inexpensive. But, if you can get past customers there, they are better prospects of booking a show!
Event DonationsSome events require that you donate an item of a certain value for their raffles or silent auctions. Whatever you choose to give away make sure it looks attractive (perhaps a few items in a basket wrapped as a gift basket) and you include your business card in the package. I would recommend a gift certificate of $25-50. This way they will have to contact you to redeem it and you can purchase the items with your 40% discount when they redeem the gift certificate. This may lead to future sales, a booking or a recruit. If you donate a product you may never hear from that person again.
Booth SetupBooth sizes will vary, depending on the type of event you are doing. Typically, you will have a 10'x10' space, which is plenty for showing off a lot of our product.
Purchase or borrow a Home & Garden Party banner. It's a must-have so you can get your name out there in a big and bold way. They can be ordered through the company’s vendor, Smart Advertising.
Use fold up tables in an upside down L shape or a U shape so that your guests can come into the booth to get a closer look. If you plan on multiple events over the next few years you can invest a bit at a time and purchase 2ft x 4ft tables from stores such as Sam’s Club, Costco, BJ’s etc. With 5 table you can set up a 4ft x 10ft table, allowing you to put your display in the back and your literature in the front. A great display is to place 3 wooden crates vertically across the back of the table, top with two 4ft boards, and the repeat on top with 3 additional crates and boards. That will provide you with 3 levels for display.
Another option, or addition, is to add an additional 2ft x 4ft table on the side for displaying a grouping or adding floor easels for posters or additional prints.
Regardless of your table arrangement you want to display the product at different heights. This will create a more 3-dimensional look and will make the product more attractive and enticing. If you are using tables, an easy way to create height is simply to use cardboard boxes and cover them up with linen tablecloths and napkins in colors to accent your display pieces.
If you do the L or U shape, it's nice to have an information table in front at the open part of your booth. This is where you can have your mini catalogs, etc.
Cover your tables with clean matching tablecloths. A plain color such as white or cream work best because you don't want the tablecloth to conflict with the product. If you don't have tablecloths, you can purchase the inexpensive plastic ones that have matching skirting.
Display SetupCoordinate the look in your booth. Create a complete look using different collections or groupings, coordinated linens and some accessories. You can do several looks in your booth, depending on the space available. You can work your way from one look to another. Such as an everyday look to fall to Christmas. Don’t forget to add greenery and floral pieces to accent your display. Add color and warmth and make it look "WOW"! If you don't feel like you're good at this, ask a friend who is good at decorating to help you set up your booth. If the event has a theme, your products on display should coordinate with that theme - for such as Bridal fair - use bridal products. Spring fair - spring line products, fall - make it a focal point! Etc.
Display as much product as you can, but don't make it look cluttered. Keep the look simple so that when someone walks by, they can see the products and not just a bunch of stuff on a table.
Let them use their senses! If they can touch product, they'll remember it. If they pick up a product and it feels heavy - that says value! Include some soft music in the background. Have a small CD player with the Home and Garden Party theme music! Did you notice that most retail stores have familiar music playing in the background. They do that on purpose because familiar tunes make us feel good. How about a smell - maybe some candles open. Ask if you may burn a candle or two!
Seasonal DisplaysDon't try to show fall and holiday items in July! People are not ready for it and some may not even approach your booth because of this. Here are some suggestions:
January-March events: Use products from the Spring catalog, especially the garden décor.
April and May events: Use products from the Spring catalog including the garden items and introduce more entertaining pieces including Americana.
June-August events: Use products from the Spring catalog and some fall items from the Fall catalog when available.
September events: Use mostly fall products, pottery, framed art, and fundraising items.
October events: Fall and Holiday items. Start promoting holiday gift buying.
November and early December (first week) - Holiday products mixed with cash and carry items.
2nd week of December - end of year: By this time we would know what is not coming back with the next catalog - only display items that will be coming back.
HandoutsBe sure to have your name, phone number, webpage, and email address on all your handouts.
Party Mailers are great! I have used labels on the front that say, "Love what you see - get it FREE. Get $100 in free product when you host a show. Ask me how."
How many you need totally depends on the traffic of the event you are doing. Typically, for a 1 day event, I hand out 75-100 party mailers. If you are doing a five-hour shift, having two people on the shift. I would suggest at least a packet of 50 party mailers per person.
Old catalogs work well too. A lot of people want a catalog, but most of the time, it doesn't lead to a show, so give them one of the old ones. Who knows, they may take it home and show it to a friend and that friend will book a show.
Hostess Packets - If someone wants to book a show, be sure you have a hostess packet to give her. Also have your open date sheet. Some people use pocket calendars, so your next hostess just may have her calendar with her so you can book her on the spot!
Opportunity Packets - If someone seems interested in learning more about the business, be sure to have information that she can take home. Keep it simple. Put this in an envelope with messages on it like "Are you paid what you're worth?" "Be in business for yourself, not by yourself" "Get paid for having fun" "I get paid to party" "Could you use an extra $100 a week"
Door PrizesAt most events, people come through the exhibit booths looking for a freebie. Here are some ideas on how to handle this:
Freebie - Buy the business card magnets (available in office supply stores). These have adhesive on one side, so just peel and stick your business card to it. Presto! Instant freebie! You could even do up a special "business card" just for fairs. They can say "See my catalog at www.(enter your website name).com. " Include your name, phone, and email address too. (It is better to have a personal website)
Booking Gift - ahead of time, order several of one item (I suggest something from the Warehouse Clearance, Spring sale, or Retired Product Sale or purchase current product with your Certificates, or by redeeming your own hostess credit so you can get more for your money - it should be something significant, like a Candle, Candy Dish, etc, in order to create more desire). Display one of them at your booth and announce that this is a fair special. Each person who books a show will get this product free the night of their show. Put a timeline on the booking - such as a booking within the next month.
Drawing - you can choose to have a special gift package of products or one product to give away to one winner. Anyone who puts their name into the drawing has a chance to win. The disadvantage of this is that everyone will put their name in and most of them will not be interested in doing a show. When I've done this in the past, I selected the winner only from those who checked they were interested in doing a show.
Gift Certificates - have a postcard size certificate that says "Bearer of this certificate is entitled to $15 in merchandise when booking a show. Offer valid for the next 10 days and is fully transferable. Certificate has no cash value. Redeemable only through the person listed above." Make sure your name and phone number are on this. I would give these only to those who seem the most interested.
Information SlipYou MUST get the name and phone number of those who stop at your booth. Always have an information card or paper of some kind for people to fill out. You can print a Gift Drawing Slip off the email loop or make up your own. It should include:
Free Gift Drawing
Name__________________________________
Address________________________________
_______________________________________
Email__________________________________
Phone – Day____________________________
Phone – Evening_________________________
I am interested in:
Hosting a Fun party & earning FREE products, 1/2 priced items with food, fun & friends.
Not on your life
My arm could be twisted
Show me your calendar!
Not inviting anyone over, but hosting a Catalog Party instead, to earn Free product by collecting orders.
No thanks!
OK, I’ll start tonight and close in 2 weeks!
Call me next month, I’m too busy right now
Info on getting all I want for Free, Having Fun and Earning money too as a Representative!
Not yet
I might consider it
Let’s Talk!
Do you know an organization that needs a great fundraiser?
yes
No
Thank you!What to SayBe personable with everyone who comes by. Don't be afraid to talk to people. You will get those who want to avoid eye contact, but try to start up a conversation, like "did you just get to the fair? Are you going to the concert tonight? Where did you get that _____ (something they're carrying - like a product, an ice cream cone, a cup of coffee)" Once you've established a conversation, say "would you like to come in and get a closer look at our products"
When someone displays interest in your product, invite them to come in and take a look around
a.. "Come on in and take a closer look"
b.. "It's beautiful product isn't it?"
c.. "Aren't those framed art pieces absolutely gorgeous? Check this out - we have coordinating accessories"
d.. compliment whatever caught their eye "I love the Fall items too. Let me show you all the Fall items we have to go with this in our catalog"
Once they've had a chance to look a bit, ask "Have you ever heard of Home and Garden Party?" (Make sure and use our name in full - Not just 'us'). Most likely they will say no - to that respond with something like, "That's why we are here. We would love to get some exposure in this area. Would you be interested in inviting a few of your friends into your home to see our products come to life and earn some free product?" If they are, get their name, number, and address and set a date for their show. Let them know you will call them within 48 hours for a hostess coaching call. And then do it!
Create a sense of urgency to get the bookings. If someone says I’ll think about it and call you chances are great that you will never hear form them. Offer an incentive for getting the booking. "If you think you might be a little bit interested in booking a party, let’s tentatively choose one of the dates left that works best for you and we can confirm the date in a few days once you have had a chance to check your calendar. Anyone who schedules a party while at the fair today only can choose a Jar Candle to take home as a thank you gift from me.”
All who seem interested should fill out the Free Gift Drawing Slip. If your booth is not too busy with traffic you will increase your chances of getting bookings if you complete the Gift Drawing Slips for them by asking the questions and filling in the forms. Some people, otherwise, just include their contact information and you lose the opportunity to invite them to have a party.
Handling Event LeadsFollow up is key!!! Do not skip this!!! I can promise you one thing - people will NOT call you.
When signing up for an event, be sure you block out time immediately following the fair to make phone calls to all of your leads. It's important that you follow up no later than 48 hours after you've met the lead. The longer you let it go, the less excited the lead will be, and she may even forget who you were. She sees a lot of people at the fair.
Final Thoughts• Look and act professional. How you dress says a lot about you and how serious you are about your business. You don't need to wear a suit, but don't wear shorts either.
• Chairs are nice, but once you sit, you can get lazy. If you have a chair or two, you can sit for a moment to rest your feet, but don't get too comfortable. It is nice to have chairs for the attendees to rest their feet, but you don't want them just hanging out for hanging out's sake.
• Have the booth clean and neat. No food or drink within sight. Please keep it below the tables.
• Do not bring your children with you.
You have an INVESTMENT in your event - both your money and time. It is important to make the most of EVERY minute there. That means - attend to your guests. Please try not to talk amongst yourselves in the booth - that's intimidating to anyone wanting to come in and brows
MORE Event Tips• Create signs about specific opportunities and/or sales that are being offered. I add signage printed on the computer that says tings like “”Planning a fundraiser?” and placing it by the Jar Candles, “Free hostess booking gift”, “Customer Bonus Buys $6.75”, “Fair special - Jar Candles $5.00!”, “Free Gift Drawing - Enter to Win!”, “$100, $50, or FREE. Ask me how!”, “Catalog contains over 800 items, 57% priced $20 or less!” “Hostess Benefits - 20% FREE!, ½ priced item for every $100 in sales, Plus, free booking gifts!”
• Free give-aways, create an eye catching give away box, or fish bowls at your most visible location. You can give away 2 prizes (maybe a gift certificate or a “Wow” product you can order). On the free gift drawing forms, ask the visitors to complete a form with their name, address, phone number, email address and have an area where they can check off if they want more information about your business. This also serves as a great way to create a mailing list.
• A small section in you booth be set up with a small table, coloring sheets and crayons for children to color. This will attract children along with their parents, who you can then talk to about your services/products. (Sheets can be created by using clip art in Microsoft word and include cute characters and information HGP).
• Give out balloons with the HGP logo on them to children walking with their parents.
• Wear HGP logo clothing. Available from our HGP vendors.
• Give a flower away (carnations are inexpensive) with a business card or special offer attached. To attach a business card, you can use ribbon. This can be given to women. This is a good way to stir attention to your booth.
• Place a catalog in clear protective sleeves in a 3 ring binder on the table for guests to view the full sized catalog. You‘ll also want to have a supply of catalogs to give to those who seem very interested or who have booked a party. Make sure you get the contact information on everyone who gets a catalog!
• Network with other vendors!! They can be a great resource for parties, fundraisers and recruiting!
• Talk to other business owners at the show about working together and having joint promotions. Over the next few weeks set up these connections.
• Purchase or create a brochure holder so your brochures are standing up instead of lying flat on the table.
Have fun and happy booking!
Deb
Note from Lisa: Thanks to Deb Goodridge for all the tips above! Deb, you are awesome - thank you for sharing! And thanks to Sandi Pace for forwarding the list on to the team! This is great!
Another TipDon't forget to bring change! If you plan to cash and carry any of the items on your display, you will need change. I suggest at least $50 change (a few fives, but mostly ones and some coins). You can accept credit cards and personal checks as well. Just make sure you get a signature on the order form for the credit cards and even have them sign the form for the check also for your own personal peace of mind.
Fair Challenge!Book a fair, get a prize! Book a NEW fair for October, get a gift from me! E-mail me at hgp@lisam.biz with the event info after you secure your spot & I will send you a fair event supply gift!
Have a great day!
Lisa
