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It’s not just about the sales! Whether you’re thinking about tabling at an art market for the first time or already have a few under your belt...I wanted to offer alternative ways to view the art market experience that don’t necessarily hinge only on sales.
Markets are a great way to reach new customers but also a wonderful way to connect with existing customers.
I love being able to put a face to the name of customers and being able to show my appreciation in person. I love being able to ask about their journals (and see their journals if they have it on them!). For me, being able to connect face-to-face with customers is so special and a large part of why I appreciate markets so much.
But it goes both ways: it’s also an opportunity for customers to connect with YOU. To put a face to the brand and experience your work in person. ****Especially if you operate primarily as an online business, then tabling at markets is an opportunity for customers to meet you, the human behind the brand, and experience your art beyond the computer screen.
There might not be any obvious ‘dollar value’ attached to these interactions but simply put: we owe so much to each and every one of our customers. If we’re trying to build a business, customers should always come first. And that means not only trying to attract new customers, but nurturing the relationships with our existing ones too.
Another rewarding thing about markets is seeing people’s reactions to your work. It’s not something you usually get to experience when your business is mostly online! The compliments are so nice but it’s also an opportunity to see firsthand what products people are drawn to (or hear how they plan to use it).
P.S. use this opportunity to connect with other artists too! I’ve made some really lovely friends with fellow artists and it makes the market days so fun.
In summary: the relationships you form with new and existing customers is difficult to measure in monetary terms. There is so much value to be had from genuine in-person connections and learning about what your customers like. Using markets as an opportunity to genuinely nurture these relationships is so important.
Making sales on the day is, of course, one of the goals of a successful market day but it’s also a chance to grow your online presence by directing customers to your social media platforms and website (if you have one).
Markets can be overwhelming with the amount of artists and products available so attendees may have a limited budget or aren’t ready to purchase yet. This is why it’s so important to have business cards available at the very minimum. Just because someone doesn’t buy from you on the day, doesn’t mean that might not lead to a sale later on.
There’s been a handful of times when someone has placed an order on my website and left a note telling me that they first found me from a market months (sometimes a year) ago!
Some ways you can continue the conversation beyond the market day:
● branded packaging (envelopes, bags, labels etc)
● business cards
● flyers
● freebie stickers (with your brand name/handle as it’ll easily get lost amongst other products)
● newsletter/mailing list
In summary: not all of your sales happen on the day, so make it easy for people to find you and your website/social media which can lead to a future sale and repeat customers.
One major advantage of tabling at a market vs sharing your work online is the ability to present your products in a way that captures your brand at a glance - whether that’s with the tablecloth that you choose, the decorations, the stands or the signs.
Your table display communicates to attendees what your brand is about and draws in the right customers who will love your work.
Tip: it doesn’t have to be fancy.
If you’ve ever been to an art market, you would have no doubt seen the amazing and creative setups which can be intimidating if you’ve never done a market before.
But here’s a gentle reminder from me to you: it doesn’t have to be elaborate or large. It should reflect your brand first and foremost. You shouldn’t be trying to copy what everyone else is doing. The only way to stand out is by doing what aligns closest to you, your work and your brand.
For me personally, there are 2 major reasons why I keep my display super simple.
1. I want to quickly set up and pack down. This might not seem like a significant enough reason, but I love to enjoy a slow and relaxing morning getting breakfast with my husband and wander around the market chatting with other artists before open (and doing my own shopping, of course). And afterwards? Being able to pack up quickly means I can get out earlier to have a lovely celebratory dinner (and avoid the traffic).
2. It aligns with my brand. My designs are intentionally simple and minimal so it only makes sense that my table setup is too, right? I’m always making small changes and tweaking it every market but I do want to keep it as simple as I can.
So don’t feel bad, or that your setup isn’t ‘good enough’, if you’re just starting out or want to keep it simple. Simple can be wonderful too. Simple can be welcoming. Simple can be soothing. Remember: there is no single right or wrong way. Only what works for you and your brand. And go at your own pace. We all start somewhere. You can make small changes and tweaks with each market that you do
In summary: Your table setup doesn’t need to be big, fancy or elaborate to be ‘good’. You’re not competing with anyone else. Your only goal should be displaying your work in a way that best communicates you and your brand to market attendees.
I hope these points offer a different perspective on tabling at art markets, ideally, relieving some of the pressure for those of you early on in your journey. There’s a lot of work that goes into preparing for markets but don’t forget to enjoy yourself too!
