How to make the most of online craft fairs
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The majority of christmas craft markets and fairs have been cancelled this year and there are some online craft fairs in their place. Are they worth doing? We’ve been speaking to jewellers that have been involved in them and have some advice on how to make the most of them as a jeweller
Online craft fairs - are they worth it?
The question we are getting asked a lot right now is: are online craft fairs worth it? The answer is yes but not necessarily for making sales. I’ve been speaking to a lot of jewellers that have done them that have been disappointed with the number of sales they’ve made from them. However, if you look at participating as part of your overall marketing strategy then they can be very worthwhile. Here is how to make the most of your involvement.
helps you get organised!
Sometimes we need the deadline of a craft fair to get ourselves organised! Use this deadline as a chance to refresh your website/selling platform.
List some new items
Think about giftable items and sets
Do a mini Christmas-themed photoshoot like in the photo above
Consider your pricing carefully as often people shopping for gifts have a price in mind so if you can stay just under certain amounts e.g. £30, £50, £75, £100 that will help people make a decision
Consider offering special gift wrapping for the event
New customers discover you
One of the best things about an online craft fair is that new people interested in buying handmade will discover your work. This is incredibly valuable to help build your following on Instagram. Facebook etc.
It depends on the format of the online fair but ensure you do the following:
Any blurb that you are asked to write about your business should include your website/selling platform, main social media channel e.g. Instagram and your email address. Make it as easy as possible for people to find you
Prepare well for any live interviews or videos you do for the fair. Make sure you share your website, social media etc there. This is something that may be watched by many and also after the end of the event
Ensure you include a business card or similar in any parcels you send out. It helps customers find you again, especially those that may have found you through the fair rather than from you directly
Build your following
This follows on from the above so ensure your newsletter sign up/VIP list is set up and ready to go. It should be prominent on the first page of your website. It could be the link in your bio on Instagram (although you will likely want your selling platform there) but if you use linktree or something similar for sharing more than one link ensure it is near the top.
Getting people to take that first step to your email list helps you build a connection with them.
point 1 in your 7 points of contact
Many jewellers I’ve spoken to, including some very established jewellers, have been disappointed about sales on the craft fair day. This is why I want you to think of participating in a fair as a part of a longer-term marketing strategy. You may have heard that, on average, a customer needs 7 points of contact with you before they commit to buying. If you think about how you buy as a customer you will know this is true. It is rare for someone to see something from a seller that is new to them and buy it immediately. If they are interested they may follow you on social media, look down at some of your recent posts, take a look at your website and browse your products, join your mailing list and have a think. They likely will then do something else. When a new social media post from you comes up or when they receive an email from you they’ll be reminded of your business and will take another look and, hopefully, make a purchase. This is a pattern that we see time and again. The more people you can get looking at your jewellery the better so online craft fairs can be great for that!
Make connections with the fair organisers and other artists
Another benefit is the connection you make with the fair organiser/s. Whether you’ve done this face to face craft fair before or this is your first involvement this is a great opportunity to be a part of something new. For many, taking the fair online is an experiment that they were not expecting this year! So by getting involved, being positive and helpful. doing what you say you’re going to do on time etc you are far more likely to be invited to participate again when the fair is on in person in 2021 and beyond. It is also an opportunity to work with other handmade artists. Just as you would introduce yourself and say hi if you had a stall at a fair, do the same online. If you feel that an artist’s work complements yours you might do a swap - share their work on your social media and they can share yours. Do an Instagram live together talking about what you are selling at the fair. All of this will support you both and we love a win-win!
If you do take part in any craft fairs - in person or online - this year I’d love to hear how it went. Do come and share in the Facebook group >