Tips for a successful market season

Market and Festival Season is in full swing! As you plan and prepare to participate in a show with your small business, are you putting your best foot forward to create an inviting shopping experience for your potential customers?

Whether this is your first or seventh market season, there are always ways to improve the customer experience to create greater success for yourself. Check out these simple ways to maximize your market experience.

Select events that fit your demographic. 

• The first step to having a successful show is choosing the right opportunities! Consider the demographic for the event. Does it fit your target market or open you up to a qualified group of potential customers adjacent to your demographic? Sometimes it's worth trying a new event to see the fit. Still, often there is historical data available that you can use to determine if the event is a good fit for your goals. Consider if other vendors are selling similar products - this can allow you to stand out or blend in, depending on how you approach it!

Engage with your current audience ahead of the event!

• Let your followers and fans know where you will be by promoting the event on your social media channels and through your email list. Relying solely on event organizers for traffic to your stall isn't good enough marketing for you. Organizers are working hard to draw folks out to the event. Still, a few shares from you will help bring people right to you while expanding the overall impact on the event. If organizers share profiles of vendors, share information with them to provide timely features and reshare their posts! 

Have a clear and eye-catching display to attract customers. Use props, signage, and lighting accent your stall.

• Make it easy to spot your booth from a distance! You don't want folk wandering around a park unable to spot you - adequate signage and well-merchandised products go a long way to draw people in from a distance.

Have a visually appealing and organized setup to make it easy for customers to browse.

• Laying product out flat in one layer isn't eye-catching from a distance, and it often means the best stuff is overlooked. You may notice folks just walking on by. Add height and layers to your display using boxes or crates, hang up clothing items and use the ground when it makes sense. 
• If you are in a tent, arrange tables around the front edges of the canopy so shoppers don't have to enter the tent, as that can deter folks and make them feel trapped inside - especially if there are multiple shoppers. 

Ensure your products high quality, unique, and priced appropriately. Research your competition to stay competitive.

• Being competitive and copying are not the same thing. If you are inspired by another business, work to differentiate yourself from the competition and be unique in your offerings. Share what makes you unique and different without bashing other similar companies - that only reflects poorly on you.

Engage with customers and be knowledgeable about your products. Answer questions and offer suggestions.

• Being approachable goes a long way. We often don't realize how standoffish it appears to be sitting down or distracted when selling at an event. Stand up, put your phone away, smile and say hi!

Bring business cards or flyers to promote your products and encourage repeat business.

• Not everyone is going to purchase onsite, but they may want to follow up at a later date. Having business cards available and a sign with a QR code to find your social media or sign up for your email list is a great way to keep the conversation going, which could lead to a purchase later.

Accept various payment options to accommodate all customers, including cash,  and mobile payment methods.

• With the accessibility of systems like Square, it's easier than ever to offer flexibility in payment type. Many folks only carry a little cash now, which can limit what they might otherwise purchase. 

Offer promotions or discounts to incentivize customers to make a purchase. 

• Show sales are a great way to encourage that on-the-spot shopping. Think BOGO, a percentage off, or a specific item on sale as a show special.

Keep your space clean and well-stocked throughout the day.

• Don't leave snack wrappers lying around; keep any extra product on hand but tucked away to restock as necessary. If there are elements of your setup you don't need throughout the event, return them to your vehicle to maintain a clear and usable space for yourself and your customers. 

Consider offering samples or demos of your products to allow customers to try them before they buy.

• This also offers an excuse to engage with potential customers and start a conversation. It can be a conversation about how they are enjoying the event, their favourite element so far, etc. It doesn't always need to revolve around your products - make the discussion revolve around your customer -you might learn something about them and be able to make an excellent recommendation for a product you have!​

Follow up with customers after the market to thank them for their business and encourage them to visit your online store or future market events.

• A personal thank you, and an invitation to return to another upcoming event or to shop your online store with a unique code or discount can go a long way to building a longer-lasting relationship with a customer.

Have Fun!

• If you are having fun, your customers will have fun too.

Email Sarah

Sarah Noble is the Marketing & Communications Manager for St. Thomas Economic Development. She's done her fair share of trade shows and events as both a vendor and on the planning and execution side of the event. She's got a background in business and entrepreneurial experience as a former photographer, event manager, and jewellery creator. She supports local business big and small  to create content strategies for their marketing plans and celebrates what makes our community great via the marketing channels associated with the EDC. #stthomasproud #SBECinnovation #SoMuchMoreLife