As a Crafter, it is essential to discover your target market and make your plans accordingly. Knowing your ideal customer can help you stop wasting money at shows that aren’t right for you and help you find better opportunities. You can also target your marketing efforts more efficiently both online and locally.
So, how do you define your target market? Ask yourself the following questions.
- Who are the bulk of my paying customers? (age, gender, etc.)
- What are their interests?
- What income bracket do they fall into?
- Do they have kids? pets? etc.
- Are the people you are targeting now the one’s actually buying your product? Or are they just “lookie loo’s?” (That’s my term for the people who fuss and praise your items and then never get out their pocketbook. A lot of them are also “be backers” as in “I’ll be back after I look around” looky-loo’s never buy, be backers sometimes do. )
Consider these questions and make a list. What does your typical customer actually look like? For me, most of my customers are female, aged 30-50, middle to upper middle-income range with some disposable income. Most of them are looking for gifts for others, rather than items for themselves and they prefer to support local, small artisans over box stores.
Knowing my primary demographic helps me to book shows that serve those people. I avoid anything that has flea market items in the same show. I also tend to avoid fairs and festivals in lower income areas that don’t draw people with some disposable income. If the crowd is filled with Wal-Mart shoppers, they aren’t going to buy from me. There’s nothing wrong with that of course, but my products are sought out by a different demographic.
On the same note, my items are not “high end” or “artsy” enough for other fairs and festivals, so I don’t attend those either. You have to know your product, know your audience and design/plan to cater to their needs. People in all age and income demographics have certain items they like and don’t like. Cater to those likes.
If you are a crafter who has a couple of different specialties, you may want to consider only carrying a specific type of item at a particular fair. For example, I make custom cat toys and if I set up at an event that benefits animals, I will only bring those items and not my soap, lotion, keychains etc. unless they happen to be animal themed.
It’s possible to be diverse, but the same rule applies – know your demographic!
If you are new and just testing the water take notes about who purchases from you, how many “looky loo’s” you get vs actual buyers, and what types of products people who visit you are looking for. If you ask them, they’ll tell you. Then you can adjust accordingly and ensure that your future shows are more successful.