Transcripts
1. Introduction: Hi. I'm Tammy de Zilva, a Surface Designer behind my business Loopla from
sunny Brisbane Australia. I license my artwork
to companies, sell products
featuring my designs, and I'm an educator, mentor
and Adobe Express ambassador. Now, in a world where online
presence is dominant, there is a great value in
face to face interactions, especially when starting
out in business. If you're wanting to sell
products, selling at markets, or also known as craft fairs in certain regions, is a
great way to do this. Markets aren't just a
place to buy and sell. They serve as gateways to
fostering connections, building a community, and
collecting valuable data. Before we dive into
the magic of markets, let me share a bit
about my own journey. I launched my online store in August 2020 and embraced
the digital space. In November 2020, I attended my first market with a
local small business. I had a modest setup, products I was proud of, and me, ready to share
my creative journey. I engaged with attendees, talked about my
designs with pride, and soaked in every
lesson that came my way. Since that day, I've been on a continuous
evolution, learning, adapting, and growing, and I'm thrilled to share
some of those lessons with you in this class. We're going to cover
setting the stage, marketing, the power of markets, and
navigating challenges. The tips I'm sharing are
from my own experiences, so keep in mind that your path
may take different turns, and your market experiences
might differ. Let's dive in.
2. Class Project: For the class project,
you'll identify three key takeaways from this class that you
plan to implement. This exercise will help you reflect on what you've
learned and set actionable goals to enhance your market setup or prepare you for your
first experience. Download the worksheet from the resources section and write down your three takeaways. Then share a screenshot or a photo of your completed
worksheet and share it in the project
gallery to hold yourself accountable
and inspire others.
3. Setting the Stage: First things, first, let's
cover off some of the basics. Markets come in all
shapes and sizes. There are farmers markets,
handmade markets, market stalls at
music festivals, to niche events, such as a vegan or quilting Expo,
plus many more. These can range in size from a few hours to large
multi day events, indoors or outdoors and held
in urban or rural settings. To ensure a successful
market experience, it's important to conduct
thorough research. Identify your target audience, understand the demographics, interests, and shopping habits. If you're unsure who your target audience is, don't worry. It's a common challenge
for many small businesses, especially when starting out. It's important, however,
to have a rough idea. For example, if you're wanting to sell high
end contemporary art, selling at a local flea market likely won't be the
right place for it, as it primarily caters to bargain hunters and people
looking for second hand goods, rather than someone with
more of a disposable income. Misaligned audiences can lead to wasted effort and limited sales. Research the types of
markets in your area, learn about their
focus, atmosphere, and vendor demographics, and this should match
your product type, plus align with your
brands image and values. Compare their fees
and regulations, ensure the market fits your budget and
operational requirements. Plus consider factors
like location, expected foot traffic, and potential sales to determine
your optimum fee range. Also factor in additional
expenses like parking, insurance, and travel costs. Some markets will only
accept stalls, for example, that have a certain
color marquee to fit with the
aesthetics of the market. Make sure that you meet all of their conditions
before you apply. Are they a handmade only market? Or perhaps they allow
printed products, but only if they are
locally printed, or do they allow products
manufactured overseas, only if they are small
batch manufactured? Visit potential markets. Observe the stalls and
customer base that's there. Pay attention to the layout and design which stalls are
appealing to you and why? Take note of
customer engagement. Research the presence of other vendors offering
similar products to avoid over saturation
and maximize your chances of
attracting customers. Market organizers want to
have a variety of products, so they will also put limits on the number of the same type
of products they will accept. Talk to other vendors. Introduce yourself and get their firsthand experience
with specific markets. Think about a range of different cost items
that you could offer. For example, have
some low cost items to cater for lower budgets. Once you've identified
a market to attend, it's time to work on
your store setup. It's important to have
visually appealing setup that allows
people to easily see your products as they walk by and also to attract
them to your store. This doesn't have to
break the bank to do so. For your first market, try and borrow
things from friends, such as a table, chair, and Marquee, if it's outdoors. Stores like Ikea, Kmart, and Dollar Stores also have affordable products
in their kitchen, laundry, and
stationary sections. That can be repurposed
for use on your store. Or also look out for
secondhand items. Utilizing vertical space
is also important. Placing products
vertically allows them to be seen from a distance, attracting attention
and encouraging customers to explore
your offerings. If you're outdoors and have a marquee, hang things from it. Highlighting your best
selling or new products at eye level can further boost their visibility and
sales potential. It allows you to create a more layered and visually
interesting display. Be sure to have your brand
name easily visible, too, as people walk past. Have your pricing on display, displaying it on a sign like a letter board or printing
out a price list that you can display in a photo frame
makes it really easy and gives you flexibility to change pricing at any
point easily, too. Compared to pricing
each item individually, which will also take
more time and effort. Your stall setup is likely to change slightly from
market to market, depending on your
stall position. For example, if you have a corner position versus
being last in a row, you need to think on
your feet to make your stall setup work
best for your position. Think about how you
will take payment. Having a convenient and
efficient payment system is key. Many people still carry cash
and prefer to pay this way. So be prepared and have a float of cash
with change ready. More and more customers
prefer card payments. And this has become
more so the case since the pandemic when cash wasn't even allowed
at many places. Choose from mobile card readers, standalone terminals, or even tap to pay
options on your phone. Some popular options for
accepting card payments are square, a widely used option offering
mobile card readers, online payment solutions,
and point of sale systems. PayPal offers various
payment solutions, including a mobile app for accepting payments
through your phone. Stripe, another popular mobile
payment processing service. Many banks offer tap to pay functionality or
mobile payment apps. I have used both the
square reader and tap to pay on my phone with square as well as more recently
using an app through my bank for tap
to pay on my phone. Be sure to check the
associated fees with processing card payments and make sure that you have
Internet connection. Also, be sure to test your card reader and
app before each market. There are often updates that
need to be downloaded to your device that could
prevent you from taking payments at the
start of your market. So make sure these have
all been downloaded. Depending on what you are
selling and where you live, you may also need to obtain a permit or license to
sell your products. So be sure to research this for your
particular situation. The market organizers
should be able to provide specific information on about any required licenses or
permits for their event, but it's always best to check with your
local authorities.
4. Marketing: Marketing plays a crucial role in the success of your stall. It raises awareness
and encourages potential customers to visit your stall and learn more about your products
and services. It allows you to effectively communicate your brand story, your values, and
your personality. You might even like
to have your story on a sign at your store. Tagging the organizers in
your social media posts also increases your chances of being featured on their
stories or feeds, which puts your stall and products in front
of their followers. Many organizers also
publish a list of participating stall
holders before the market, which serves as free
advertising for your business. This helps build
brand awareness. It's also beneficial to post
on the day of the market as it gives potential customers a live glimpse of your
stall and products. Plus, it gives you social proof and adds credibility
to your brand. Product packaging
is also equally important and is an
extension of your product. Ensure your products are
visually appealing and professionally presented with your branding and
contact information. Plus information about
materials or ingredients, and necessary care instructions. Your packaging allows you to showcase your brand personality. It also helps customers find you later on if they want
more products from you. You may like to offer
promotions and discounts. I often have market
only special offers to attract customers to come
and shop from in person. Prepare engaging sales pictures. Be ready to answer customer
questions and highlight the benefits of your products when a potential
customer stops by. Let them know that you are the artist of the
designs and let them know a little bit about you if the opportunity
presents itself. Have business cards and flyers about your
business at your store. Business cards provide a
tangible way for customers to remember your brand and contact information
after the market. Flyers allow you to provide more information about your
products and services, story, and brand message,
than business cards. Or you could have a
QR code on display. They allow customers to
easily access your website, social media profiles, or
online store with a quick scan. Promote your QR code visually and verbally to encourage
customers to scan it. Building an e mail list is
crucial for any business, and enabling customers or
potential customers to sign up to it at your market store is a great way to
grow your list. You can do this via
a dedicated sign up form or display a QR code. Just like we offer lead magnets online to get
people on our list, do the same at markets via
a discount or a free gift. Since I started doing this, my e mail list sign up
numbers greatly increased. Be sure to explain
the benefits they will receive by
being on your list. Building an email list is an investment in your
business's long term growth. Markets are brilliant
platforms of promoting not only your
physical products, but also any additional
services you offer. Perhaps you offer
custom portraits, teach in person
workshops, online classes, or have other custom offerings. Utilize the opportunity to expand your audience to
these services as well. Have flyers or signs
about your services, which include pricing
and booking options, or even have samples of what you create in your
workshops on display. To create some urgency, why not offer a special discount for signing up on the
spot at the market, or by a certain number
of days after the market. It's a great way for
your customer to ask questions about these
services from you in person. Plus, a great way to get people onto your
newsletter so they can find out when there are future dates and
services being offered.
5. The Power of Markets: When I first started
doing markets, my minimum financial goal was at least to
cover my store fees. Anything above that was a bonus. Whilst getting sales was obviously a key
reason to be there, the true value of
market participation extends far beyond
financial gain. There are three main
areas of benefit, learning and growth
opportunities, networking, and community, and capturing
and analyzing feedback. Let's dive into these. Learning and growth.
Product validation. Markets can be used as
a testing ground for gauging customer responses
to your products. They allow you to refine your
offerings and identify what resonates with your
target audience. Business development. You gain valuable experience
in managing your store, interacting with customers, and handling sales.
Builds confidence. Witnessing people express
enthusiasm, appreciation, and even purchases
of your work is a powerful validation of
your creativity and talents. This direct feedback fuels your confidence in your work
and artistic direction. Refine your artistic
statement and identity. Articulating your
creative process and inspiration to customers helps you define
your artistic vision and solidify your
identity as an artist. It's also a great way to
refine your target audience. Markets offer a
fantastic opportunity to refine your understanding
of your target customers, and tailor your
offerings accordingly. By observing the types of people who purchase
your products, you gain invaluable
insights into demographics, preferences, and
buying patterns. Pay attention to age range, gender, and social background, such as their attire, mannerisms, and
conversation topics. This allows you to
understand their lifestyle and identify potential
social groups to target, networking and community,
connecting with fellow vendors, when you arrive, introduce
yourself to your neighbor and offer to help each other
out with toilet breaks. Get to know them and what
other markets they do. Building connections with other vendors fosters a sense of community and creates
opportunities for collaboration and support. By shifting your focus from
competition to community, you create a more supportive and collaborative environment for yourself and for
your fellow artists. This approach
ultimately leads to greater success and fulfillment
for everyone involved. I couldn't tell you how many
times I have learned about different opportunities just by chatting with my neighbor. Meeting potential partners. You never know who will
connect with at markets. I have met other
market organizers who are looking for new store
holders at their markets, owners of retail stores interested in
stocking my products, and new clients,
just to name a few. Build brand awareness. The regular exposure to new
customers helps increase brand awareness and establish your presence within your niche. Direct customer feedback. This is one of the most
valuable resources for a market store owner. It provides invaluable
insights into preferences, helps identify areas
for improvement, and ultimately contributes to the success of your business. Listen attentively. Pay close attention to what
customers are saying to their friends or family while they're looking
at your products. This can reveal hidden
concerns, desires, and expectations that they might not directly
express to you. Take note of what
they are most curious about and what information
they are seeking. This helps you identify
potential gaps, and don't be afraid
to ask questions. Taking the leap and
putting yourself out there is crucial for
growth and success. Both personally and
professionally. Capturing and
analyzing feedback. Take notes of all
customer feedback both positive and negative. This allows you to
analyze recurring themes and identify areas
that require your attention. Understand customer
buying habits, which products draw
the most attention and generate sales. Take note of customer
reactions to your pricing. Ask them for their reason
in purchasing your product. This helps you understand
their needs, desires, and motivations behind
their buying decisions. Categorize this feedback based on themes and product lines. This helps you understand
which products resonate most with customers and what aspects require further development. Track the impacts of changes
you make based on feedback. This helps you evaluate the effectiveness
of your efforts and demonstrates the value of customer feedback in
driving improvements. Be sure to regularly analyze
your collected feedback and schedule time to brainstorm and implement improvements. Listening to your customer
voices is the key to understanding their needs and exceeding their
expectations. Be sure to always pack a pen and notebook ready
to gather data.
6. Navigating Challenges: While markets offer
incredible opportunities for artists and makers, it's essential to approach them with realistic
expectations. Let's address some key
challenges head on, not to discourage you, but to empower you with
knowledge and resilience. The number one challenge with markets is
unpredictability. Be prepared for the eb and
flow of attendance and sales. Whether competing events and even economic factors can
influence foot traffic. Remember, one slow market
does not define your success. The same market on
a different day may have completely
different results. And thinking that one
bad market defines your entire market
experience is like assuming rain ruins
every picnic ever. Even a slow day can be a
gold mine of information. Observe customer behavior,
Analyze product placement, and listen to vendor
conversations. Use these insights to refine your approach
for the next market. As I earlier mentioned, doing market research is vital. Not all markets attract
the same type of customer. Research demographics,
event themes, and organizer reputation to find markets that resonate with
your target audience. Market quality impacts
the customer quality. If the organizer has invested in marketing the event and
has a good following, this will impact who comes. I once attended a market, which I hadn't been to before, but I had done their
other locations with the same organizers. I thought the audience would
be a great fit for me. But in reality, the customers at that location were much older
than my target audience, and I repetitively got asked for a variation of my
product to what I had. And a variation that
was not on brand for me that I've never been asked for at any other
market ever since. That was a clear example of it not being my correct
target audience. Of course, I didn't sell
much at all at that market. My lack of research
made that market a total fizzer and was a
definite lesson learnt for me. It's all about trial and error and learning from
every experience. Unexpected competition can also throw a wrench in your plans. If there are other vendors with the same type of product as you, own your brand story and let
your passion for your work, your creative process, and the values behind
your brand shine. Think about what your
unique differences are to set yourself apart. Being able to think
on your feet, try different tactics and be willing to experiment is key.
7. Final Thoughts: While financial
goals are important, focusing solely on
sales may limit your perspective on
the overall value of market participation. The lessons learned,
connections forged, and personal growth experienced during your early
market days are invaluable assets
that contribute to your long term success and satisfaction as a
business owner. Did you make valuable
connections? Did you gather
precious feedback? Did you simply enjoy showcasing your work and connecting
with customers? These intangible wins can pave the way for future success. If you like the idea of
selling at a market, but don't have any products yet, ask yourself this question. If you had the
opportunity to set up your own stall
at a market tomorrow, what would be the
one product you'd be very excited
about to showcase? And why? Or perhaps, have you ever been
to a market and discovered a product
that made you think. I wish I had created that. What was it about that product? That made you think that? I hope you've gathered some
great insights, whether you are doing markets at the moment or planning
to in the future. Don't forget to take time to identify three key
takeaways from the class that you plan to implement and share them
in the project gallery? If you have any questions
or need further guidance, don't hesitate to reach out
in the discussion section. I'm here to help
and support you. Now, before we wrap up, I would laugh if you could
leave a review for this class. Your feedback will
help me improve and fuels my passion to bring
more classes in the future. Let's stay connected. Follow me to get updates on
new classes or sign up to my newsletter to get tips and follow my creative adventures. Plus, don't forget to explore my other classes. I'll
see you next time.
8. Need more?: Hey, friends, are you
feeling stuck or need some fresh insights to tackle a challenge in your
creative business? I'm offering one on one
sessions through Skillshare. Why not join me for
a focused call where we'll dive deep into
your specific challenge. I have experience
in art licensing, director customer sales, and wholesale, markets
or craft fairs depending on where you're based, in person and online
workshops and more. Or maybe you need technical
assistance with creating repeat patterns in Adobe
Illustrator or Procreate. We'll work together to break
down your challenge and brainstorm practical solutions
tailored to your needs. No fluff, just
actionable advise. To book in, you'll find the link below or head over
to my profile page. I look forward to
working with you soon.
Tammy De Zilva, Surface Designer | Educator | Mentor
