by Elizabeth Sterling

There is nothing better than presenting your craft at a show and receiving accolades for your creativity and craftsmanship…and nothing worse than sitting all day in the hot sun or pouring rain watching the crowd pass your booth right by. The way to make the first scenario your reality is to know your demographic and find & do the shows that they will attend.

Depending on your product, your demographic may take some time to figure out but even if you are just starting out you should give this some thought. Who would likely buy your work? This might feel a little bit like stereotyping, but what are their ages, gender? Where do they live? How much money do they make a year?

Once you have a good idea what your demographic is either by experience or by doing some thinking or research, you need to find the shows that you might expect this demographic to attend. This will take some research and thought on your part. Research shows to find out the average artist income, the number of people that attend the show, and the focus of the show.

photo by I Made It! Market Pittsburgh (Guerrero Ceramics)

Additionally find out how many years the show has been in existence and the artists that have done the show in the past. Consider contacting some of the show’s past exhibitors via email to get their impression of the show and thoughts on whether your work is a good match for the demographic that usually attends the show. Most artists I know are generous with their advice in these regards.

Also, consider the focus of the shows you are consideringconsider the focus of the shows you are considering. Is music the main attraction to attendees? If so, your beautiful pottery may not be flying out your booth, but if handmade guitars are your craft this might be the perfect show for you. Is food the focus? The Christkindl Market in Mifflinburg, PA draws a significant crowd for an outdoor show in December, but most of the people come to the market to eat, drink, and enjoy the festive atmosphere. They are not there to buy expensive artwork.

photo by Alex McCarty (Stephanie Corfee @ Crafty by Nature)

Don’t get lured in by an organizer’s hype or their flattery. Just because a show’s website has a picture of a street with a crowd of people doesn’t mean this is a picture of the show you will be doing. It always pays to do your research. Besides talking directly to other artists about a show, another really great resource is the Art Fair Sourcebook which reviews 800 art and craft shows across the country every year. It costs money, but in the long run when you consider the time and expense of doing a show it may be worth it to have this resource at your fingertips.

The time you take to consider your demographic and research the shows you do is time well spent. Matching your show schedule to your demographic’s will make your shows the positive experience they should be and give you perfect opportunities to meet the people who love your work and want to buy it!

Elizabeth Sterling and her husband John market their one-of a kind furniture and jewelry boxes at shows in the Northeast and Midwest, through their web site, and their etsy shop, so wabi sabi. Elizabeth shares her life and love of all things handmade, homemade, and homegrown in her blog so wabi sabi.

Elizabeth will be bringing you this series on marketing your craft business through shows, fairs, and markets for the next 3 Fridays!

You may also enjoy: Spot On Designs – Philadelphia | craft & community | Crafty by Nature: Recap |