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Plenty of businesses have benefited from being exhibitors before now. Small and home owned businesses, in particular, find a lot of new customers when displaying at events. It’s a worthy way to market yourself, at a variable cost you don’t need to pay out for all year long. That can make it more advantageous than more traditional marketing methods for those on a lower budget.
So, maybe you’re taking your crystals on the road, displaying handmade creations for fair goers to buy? Or maybe you’re running a little baking business out of your home, and want to make a name for your baked goods on the festival circuit? Whatever the kind of business you’ve put together, setting up a stall at fairs, festivals, and events around the country could net you a very solid profit.
But you need to make sure your stall is capable of standing out. A lot of businesses, and possibly ones just like yours, will be at the same events you are. You need to be the one who catches the eye, even in the midst of a dense crowd.
To do that, you’re going to need to set up your stall in the right place with the right decorations; here's how to ensure you’re putting your best foot forward when selling at fairs and festivals.
Try to Get a Prime Spot
This won’t be strictly up to you, of course, but the earlier you get your application in, the more likely you are to be in a ‘good’ spot. There’s also the chance that you’ll be moved against your will later on, especially if you have quite a roomy exhibit area and another business needs that space more. This is quite rare though, so don’t worry too much about it occurring.
Instead, check out the exhibitor’s map that most event organisers will have ready. As you pour over it, check out the general flow of the fair or festival, and note down where the most populous spots are likely to be. These are usually stands that people have to pass more than once, or stands near bigger event areas - and even stands near the toilets!
It may seem like a prime position, but if people are passing by more than once (and even gathering in a queue), your wares will be by their side the whole time. Apply for one of these spots, if you’re allowed to submit a preference. You may even be able to pay a bit more to secure a ‘good’ spot, although the prices for this can run high and it may not be in your best interest every time.
Make Sure Your Stall Fits the Theme
If the festival you’ve signed up to attend has a strong theme, make sure you’re following suit. You need to look the part - deciding not to doesn't make you stand out from the crowd, it just makes you stick out like a sore thumb!
For example, if you’re going to a Medieval or Renaissance festival, get dressed up in ‘period’ appropriate clothing, and set the stall inside a tent that wouldn’t look out of place at a joust. Be on theme and be on brand at the same time; you could even craft a line of limited edition items that are just as well decorated for the occasion at hand.
Not only will this suggest a creative spirit that’s great to see, but it’s also just a lot more fun for you as well! All that ferrying back and forth, ensuring your products don’t get damaged during transit and the early morning start that allows you enough time to set up is stressful! This can be a nice way to offset the pressure and let loose with the event itself.
Ensure Your Banner is Easy to Notice
First off, if you’re planning to exhibit and trade without a banner for your stall, get one! Then second, make sure this banner is as easy to notice as possible. Put it up high, and make sure it’s colourful and easy to read from a distance. Include some images, and even a bit of humour, to help the banner stand out amongst any others.
You’ll also benefit from getting more than one banner for your stall. If you have an overhead banner that’s printed with big letters and made to catch the eye from afar, set up two feather flags on either side of your stall’s front as well. This can quite literally ‘interrupt’ the flow of traffic as it passes by your stall.
This can help to bring more attention your way at a regular eye level. Trust us when we say that in the crowd, your stall could be very easily missed by those quickly scanning to see the next most interesting thing.
Offer Something for Free
You’re here to make a good chunk of money over the course of a few days - you’re unlikely to want to have a ‘freebie’ take up all of the attention. However, without one, you could really miss out.
After all, there could very well be a stall right next to yours that does. If so, festival attendees are much more likely to just pass you by and go straight to the booth that offers this little something extra.
And the free item you offer doesn't need to be anything big. It could be a small sample of a cake or cookie you’re well known for, or a pencil with your name and logo on it. It could also be a badge or a sticker; this is an option usually quite good for any family or child-focused businesses looking to exhibit.
Make Some Noise
Quite literally as well. If your stall has this extra sense factor to it, people are naturally going to take a lot more notice of it. This could be something very simple like having the radio on in the background. This is quite common for food stalls that allow their customers to sit and eat in the same place, but it can be worked into various other stall types too.
You could also have some ‘theme’ music playing. If you make and sell handmade dice, character cards, or costumes for DnD games, for example, you could very easily make theme music part of your stall’s design. It fits your brand very well, and if it’s not played too loudly, you won’t disturb any of the traders around you either.
Set Up a Water Station
This is a place people can come to to get either a free refill for their own bottle, or to grab a cup or bottle of water. You can provide the latter at low cost, so you can still make some profit here. The latter can also easily be done via vending machine if you’re able to transport and power one for your time at the fair or festival.
You can also get a mini fridge and set that up on a table, and pop a sign in front of it letting visitors know they can get a quick and easy drink here. If your stall is positioned somewhere less than desirable, this kind of amenity is perfect for bringing more people over.
Someone right at the end of the trader’s trail will benefit from offering water, as visitors are more likely to be in need of a drink by this point. Whether or not they’ve stopped for one at a food stall along the way doesn’t tend to matter, especially if the event is going on during the height of summer.
And remember, if the event welcomes dogs, you’ll definitely want to provide some bowls of drinking water for them as well. Many a stall owner has benefited from a pet owner’s time and attention, even if they just hurried over to let their pooch have a sip!
Put Your Card Somewhere Easy to Find
Finally, now that you’re all set up and ready to go, make sure you’ve got business cards set out. Put them pride of place on the stall itself, and set up a little sign (or simply write on the stall covering itself) that lets visitors know they’re free to take one.
With your cards in easy reach, you’re more likely to see a near-empty packet at the end of the event. Make it easy, and even encouraging, for visitors to take your name, number, and website link home with them.
This will make you more present in their minds’ in the long run, and even if they don’t end up buying anything, you’re sure to net at least 20% more followers on social media.
Fairs and festivals are great places for small businesses, and this is your chance to prove how great your product is. Go above and beyond for yourself here; if your business could benefit from becoming a stall seller, be sure to go through the guide above and tick all of the points off your list.
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