Good day, dear friends!

Today I would like to touch upon a topic that is quite exciting for many needlewomen - participation in exhibitions and fairs of handmade products.

I was inspired to write the article by a conversation with Alisa Lucinska - at that moment she was busy writing her book about making money on decoupage. Having discussed the issue of participating in "living" fairs, I realized that it makes sense to put all these sketches and thoughts into a single whole.

I Types of trade fairs

First of all, it is worth realizing the scale of the "disaster". Trade fairs can be conventionally divided into large, medium and small.

1) Large fairs have a lot of advantages, but the disadvantages are even more significant.

They are held on a grand scale - in large rooms, with many craftsmen and visitors.

The premises are well equipped - stands for your gizmos, more like a room where you can place your products even on the ceiling; bright lighting, it is possible to choose the place where you will live during the exhibition.

Fair "Craft Bazaar"

It seems that everything is very worthy so far, right? But there is no barrel of honey without a weighty fly in the ointment - the cost of participation in such fairs is not just high - it is very high! There is no guarantee that you will even beat off participation. Exhibitions of this level are good for studios and handicraft shops that want to show themselves to the general public. Or for the wives of the owners of oil rigs who were bored. =)

It is also worth noting that there are a lot of visitors, but very few people buy anything. For visitors, such fairs are more like entertainment or a museum - to come and see the beauty that others make with their own hands.

One of the stands at the Craft Bazaar and Teddy Fan fair

Also, about half of the visitors do not reach the second floor, so it is better not to choose places on the second floor (if the exhibition is located on several floors).

3) And, finally, very small hand-made fairs.

Small fairs are usually held in shopping malls and small storerooms. Now there are a huge number of them - in St. Petersburg there are no weekends without such fairs. The organizers reckon on people who are walking or going about their business. The most unsuccessful type of fairs in terms of sales - there are no conditions for holding, the tables are very crowded, they are very small, there is no additional lighting, and by blocking the passage, the participants of the fair annoy people passing by, hurrying about their business. At such fairs, if something is sold, then something is quite inexpensive and souvenir.

ll What you need to find out from the organizers before deciding to participate in the fair.

First of all, you need to find out from the organizers: of course, the cost of participation, is it possible to participate not all days (sometimes it is convenient if you can not participate all week, but only a few days), is it possible to take an assistant with you and on what conditions - sometimes you really want to move away from your place (see the fair, drink coffee, etc.); is it possible to choose the location of the table, is it possible to bring any furniture and lamps for lighting with you, is it possible to inspect the room in advance, when to enter the territory for the masters (you need to accommodate yourself, spread your beauty), and what time the fair ends.

It is worth asking if there are other craftsmen for your type of needlework, since these are your direct competitors.

Photo from one of the festivals "Mirkwood"

Some organizers allow the masters to share one table for two. This is only reasonable if you have small items such as jewelry and they all fit on a vertical rack. In other cases, do not settle for this option - it produces a stunningly sad feeling of crowdedness and bazaar on buyers when the master is huddled somewhere in the corner. Often they won't even be able to approach you properly, let alone consider something.

Separately, I would like to dwell on the choice of a place on the territory of the fair. It makes sense to take into account the peculiarities of people's perception - corner tables often pass in an arc past, glancing over them - simply because it is not convenient or not possible to get closer. They also very often pass by the first tables and stands - they strive to go further, because people also follow, and no one has the desire to create a "traffic jam". Often they pass by places that are around the bends and bends of the walls - being impressed by what they saw, they simply may not notice that they missed something else. It is also worth paying attention to the places near the entertainment stands - quite a lot of visitors will stop here, involuntarily looking around all around while waiting for their turn (for example, face painting, mehendi). At the same time, it is worth assessing whether this queue will complicate the approaches to your place).

Mirkwood Festival, in the photo - Alisa Luchinskaya

lll What do you need to think about in advance, before the exhibition?

Be sure to find out the size of your table or the area allotted to you. I strongly recommend to arrange things at home in advance on this square, as they will be at the exhibition itself. Believe me, this takes a lot of time, and before you start launching visitors, you simply will not have the opportunity to think about how best to decompose your beauty. (For convenience, you can take a photo of the layout).

A good positioning of things on a stand or table is of great importance.

Sometimes one purple monster at the edge of the table can bring more buyers to you than a whole evenly filled stand.

Large expensive things should be prominently displayed - not a fact that they will be bought, but they will serve as a decoration for the table and attract the attention of visitors passing by.

It is better to think over all this in advance to arrange things by theme, color, shape.

You should definitely think over the packaging for each of your things, and not just for especially large ones - after all, the buyer is still walking around the fair, and it will hardly be convenient to do this with the box in his hands.

If customers will try on your products, do not forget to take a mirror with you, and sometimes it is convenient to have two mirrors to make it easier for the customer to examine the product on himself.

Pictured is Tatiana Redsonya, wire jewelry maker

And further. The intensity and density of visitors are completely different, often the visitor rolls in "waves". It would be nice to think about what you will do during the calm moments. If your type of needlework allows it, you can create something, combining business with pleasure - the sight of a working needlewoman always attracts attention.

In the photo - Inga Moiseeva, felting master

lV What should you take with you to the fair?

1) Business cards! You can forget your head, but business cards - by no means! They will be able to find you after the exhibition, they will return to you for personal orders. Don't miss your chance!

Business cards should be in direct accessibility - the corner of the table farthest from you and closest to the customers.

2) Exchange of money. How many potential buyers were lost at fairs when the master simply did not have change ...

3) Price tags. Many potential buyers, not seeing the price tag, walk by for fear of being in an awkward situation. It is good if the name of the work and the most basic materials used in the work are indicated on the price tag.

4) Tablecloth (if not provided by the organizers). The tablecloth should be solid or match the style of your work and decoration. On a colorful tablecloth, some of the things will simply be lost.

The list can, of course, be continued at your own discretion.

V What products sell best at fairs?

It is very difficult to unequivocally answer this question. Sometimes at two fairs of the same type completely different things are taken apart - somehow at one of the fairs all the notebooks were taken apart, and at the other - all the notebooks remained in my hands. Therefore, you can only notice some patterns, for example, the work should be of different price categories. Small souvenirs and useful things find their customers faster, but large and bright ones, as I already wrote, draw attention to your table.

And the last thing I would like to mention is the behavior of the master at the fairs. As little obsession as possible! Do not rush headlong to the visitor who has approached the exhibitions and attack him like a vulture, saying that your product is the best! This is frightening and repulsive to many. It's not bad if your motto becomes calm goodwill: they smiled, making it clear that you see a buyer, no more. If you see close attention to specific things, you can give some commentary on it. Answer the questions asked, but do not spread out in a half-hour speech.

Weekend fairs are fairs that are created to support agricultural producers. They work from April to December inclusive (Friday, Saturday and Sunday). Trading places are provided free of charge.

At weekend fairs, you can only sell agricultural products (vegetables, fruits, berries, meat, fish, dairy products) and food products (bakery products, cereals, flour, vegetable oils, salt, sugar, seasonings, tea, coffee, canned food and confectionery products) manufactured on the territory of the Russian Federation, member states of the Eurasian Economic Union.

2. Who can get a seat at the fair?

You can get a place at the weekend fair:

• individuals (leading a personal subsidiary farm or engaged in gardening or horticulture, animal husbandry, heads of peasant (farm) households);
• individual entrepreneurs;
• legal entities.

Individuals can get trading places only for the group of goods "vegetables and fruits". Moreover, 60% of these places should be provided to those who are leading personal subsidiary plots or those engaged in gardening, horticulture, animal husbandry, 20% - to the heads of peasant (farm) households. The remaining 20% ​​is distributed between individual entrepreneurs and legal entities.

At each fair, one place must be given to a pensioner (or a disabled person) so that he can sell products grown on his site.

Legal entities and individual entrepreneurs who have received a place at the fair are not required to trade themselves - you can take sellers, no more than three per site. Individuals can take only their own sellers Close relatives - relatives in a direct ascending and descending line (parents and children, grandfathers, grandmothers and grandchildren), full and incomplete (having a common father or mother) brothers and sisters.

"> close relatives.

3. When are the fairs held?

In Moscow, weekend fairs are held during three trading sessions of three months. The first trading session in 2020 will run from April 3 to June 28.

The timing of the weekend fairs is approved every year by the organizer of the weekend fairs - the Moscow Fair.

4. How do I register and get a seat at the fair?

To trade at the fair, you need to apply. This can only be done online on the site.

If you do not have Internet access, you can contact anyone. There are e-service areas where computers with free Internet access are installed.

Only one administrative region can be specified per request. But on its territory you can choose several fairs. At the same time, you cannot get, for example, two places if you indicate only one seller.

Places are given in order of priority: whoever submitted an application earlier, that is given a place. If you run out of seats, you will be included in the waiting list.

5. What documents do I need?

To work at the weekend fair you will need:

• for individuals - an identity document; for individual entrepreneurs and legal entities - the original or a duly certified copy of the tax registration certificate;
• for individuals - documents confirming the running of a peasant (farm) economy, personal subsidiary farm or gardening, vegetable gardening, animal husbandry, and documents of title to the land plot used for these purposes (original or a copy certified by a notary); for individual entrepreneurs and legal entities - shipping documentation (original or notarized copy);
• documents confirming the quality and safety of products in accordance with the requirements of federal legislation;
• medical books;
• for individuals - documents confirming relationship with sellers.

Sellers must have the documents during the entire time of work at the fair. They may be requested by authorized officials or fair organizers.

6. How to find a weekend fair?

Weekend fairs are organized in all districts of Moscow. Places for their placement The addresses of the location of fairs are coordinated by the councils of deputies of municipal districts, district administrations and other authorities involved, proposed by the prefectures of the administrative districts of Moscow, considered by the Department of Trade and Services of Moscow and submitted for approval at a meeting of the interdepartmental commission on the consumer market under the Government in the form of an address list of weekend fairs. Moscow.

"> is approved annually.

The addresses of weekend fairs in the section of the Department of Trade and Services of the city of Moscow on the site. You can also find them on the open data portal.

The formation of public space in the shopping and entertainment center leads to a rethinking of most short-term entertainment programs and events taking place in the galleries of the malls. Pavel Mazhorov, founder of the public spaces management company, and Dmitry Karavaev, general director of the Reutov Park shopping and entertainment center, will talk about handicraft fairs, their significance, dangers and prospects.

In the past six months, we have had to deal closely with such a phenomenon as a handicraft fair in a shopping center. The work on the formation of the public area of ​​the shopping and entertainment center cannot do without the inclusion of various hobbies and hobbies in it. A fair is an event that gathers around itself people who are just enthusiastic, not indifferent and active.

Oddly enough, among all possible options for events, the topic of fairs turned out to be one of the most interesting and confusing. On the one hand, what could be easier? Stylized, festive tables or carts with souvenirs and accessories, jewelry and sweets, handicrafts and small-scale items, gifts for every taste. You can always find an organizer of fairs who are ready to hold their event in the gallery of the shopping and entertainment center.

A fair for a shopping and entertainment center, with proper organization and information support, is not so much a source of additional income as a good informational occasion and social activity - it enables local craftsmen (district, regional) to attract new buyers without advertising costs, that is, to earn and introduce with your product to your audience. But not everything is so simple. Serious problems are hidden behind the simple-minded and broken-hearted appearance of the fairs.

We had a long way to go. Talk to dozens of craftsmen and entrepreneurs, sellers and resellers, until a real picture of the state of affairs is formed. Despite the incredible number and apparent variety, fairs, or, as they are also called, markets, have a fairly clear division into groups.

"Closed" fairs for their own

The first and main group is handmade fairs, working for a constant target audience of amateurs and fans. These are events for true fans of handicrafts. They are held quite often and gather thousands of audiences. These are Lambada Market, Dunyasha, Art-Flection, Ladya and several other similar events. These markets are distinguished by a fairly strict selection of participants and large investments in advertising in the central city media. At these events, master class zones, food courts, concerts and performances are organized. Separate exhibition spaces are selected for these markets, such as Trekhgornaya Manufaktura, Artplay, Central Telegraph, Exhibition Center on Krasnaya Presnya and others. Each of them attracts tens of thousands of visitors arriving on purpose. Sadly, shopping centers are not used for these events, the organizers prefer not to scatter the attention of the target audience. We talked with several organizers of the target audience fairs, trying to lure them to the mall, but their answers were negative and categorical.

The composition of the participants in this group of fairs is formed in advance and mainly consists of permanent participants. These are highly qualified masters, for whom manual work, production and sale are the main profession and earnings. The organizers of the fairs are professional teams of experienced employees.

In the mall, we have a completely opposite picture. Under the guise of a fair or a market for handmade goods, a special format of events is held that has absolutely nothing to do with the fairs described above. Fairs in the mall can be roughly divided into two types: markets, announced as an event for young designers of clothes and accessories, and a market for handmade goods. Let's dwell on each of them.

Fashion fairs

A fashion market for young designers: on the surface, it looks like an island of rails, standing in the middle of a shopping gallery with several pre-fabricated fabric fitting rooms. They sell small-size clothing at affordable prices. These are clothes for a narrow segment of the consumer. Sharply fashionable, sometimes provocative, almost always bright and not always practical. Such fairs can revive the space of the mall. Sometimes they are accompanied by fashion shows, hosting a full-fledged event with a guest presenter, a review in life-style blogs and criticism in the press. Or they simply build a palisade of rails, and more resemble a "fishing net" into which a visitor of a shopping and entertainment center accidentally falls to the mercy of smiling and annoying sellers.

For a shopping and entertainment center, the role of such events is ambiguous. Among the advantages, one can note the creation of a certain area of ​​interest with unusual clothes that cannot be bought in the shops of the mall, one of the options for attracting traffic to the “dead” zone of the mall, or an additional informational occasion when the marketing budget is cut. Additional rental income cannot be discounted either. However, there are also downsides. Direct competition with regular tenants of the shopping and entertainment center, who can make well-founded claims to the intersection of the assortment.

The problem can be the lack of professionalism of the organizers, who sometimes use different-sized, unsuitable trade equipment, on which clothes resemble the collapse of a junk shop. And also, the offered range of products, which may not correspond to the price segment of the target audience of the mall. Fashion events are quite acceptable in a shopping and entertainment center, but for their holding fashion fair organizers must be given clear rules and restrictions governing the range, design and form of the event, and, of course, an event script is needed.

Handicraft fairs

And if everything is more or less clear with fashion markets, then something unimaginable is happening with the fairs of handmade goods in the mall. These events raise questions. More precisely, one - why is it necessary? Under the guise of craftsmen selling handmade goods, sellers with goods purchased on the clothing market often stand in the mall. Chinese scarves, backpacks, leather goods and accessories, jewelry and honey in bulk, cookies in boxes and everything that cunning sellers could come up with. Poor quality of goods and bazaar pricing. Do you think this can not be? Maybe. Moscow hosts at least a dozen of these events every weekend. We can provide the list to everyone (on request through the editorial office - editor's note). We have been trying for a long time to determine why such events became possible. How this phenomenon penetrates into a modern shopping center. We settled on the fact that there are several main reasons - the lack of control from the shopping and entertainment center, a decrease in the level of impulse purchases, as well as interest in unique goods due to their higher cost.

Much has been written about the drop in demand. Handmade goods, designed for a narrow segment of lovers of a specific topic, very vulnerable to all manifestations of the economic crisis. Teddy bears and dolls, bijouterie and handmade souvenirs are expensive and do not find sufficient demand among the visitors of the mall for the master to recoup a sufficiently high rental space. The organizers of fairs in the mall do not hesitate to increase their prices. For them, these are one-time events, the main purpose of which is to collect rent from participants. In such conditions, only resellers can work with profit. They buy goods in the clothing market and calmly sell them at fairs. They don't need cash registers and receipts, certificates and invoices. Cash only. And the buyer is led to it. He's in the mall. That is, the mall covers these entrepreneurs with its reputation.

As for the lack of control, it is most likely caused by the fact that the employees of the management company do not have the opportunity to directly interact with the fair participants. All issues are resolved through the representative of the organizer. And also, to see clearly the work of the participants, as a rule, it is possible only on the first day of the fair directly in your mall.

The fairs in the Moscow shopping and entertainment center have turned into parodies of themselves. Their enormous social potential was lost. And most of the blame lies with the organizers of such fairs, who, with their irrepressible greed, unwillingness to develop and see the future, turned a bright, cheerful, exciting event into a boring melancholy of low-quality consumer goods.

Organization rules

In our opinion, fairs and markets in the shopping and entertainment center can be held. With the right organization, fairs and markets not only become additional income, but also significant savings in the marketing budget.

1. First of all, a fair of handmade goods or a fashion market is an event that should attract visitors and arouse their interest. Therefore, it is important to carefully select market organizers. The size of the mall's income from the fair is important, but it is not the only selection criterion.

2. In addition to the design of commercial equipment and the decoration of the fair area, the market organizers must submit a scenario for the event. Performances, master classes, concerts are a must! This is the most important part of the market.

3. Market participants must be approved by name with an indication of the goods they produce. Employees of the management company should check this list. The contract must clearly state restrictions on the sale of manufactured goods. Control of this part of the contract should be carried out by the management company of the shopping and entertainment center.

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The exhibition business in modern conditions is interesting for many participants in the domestic market. For some, this is a way to acquaint the consumer with the assortment of products and to interest them in their subsequent purchase. For others, this is an opportunity to help out a certain amount of money for designer objects made with their own hands. For others, it is a real chance to meet serious partners and conclude interesting deals.

A separate place in this business is given to the organizer of exhibition events. To be guaranteed to make a profit in this business, you need to know how to organize an exhibition-sale, art exhibition or fair, and what is needed for this. How to open your own exhibition business will be discussed later in the article.

Features of exhibition activities

Every entrepreneur is concerned about creating a positive image for his company, attracting the attention of potential customers and buyers, and stimulating sales. From this point of view, the exhibition is an excellent marketing tool that allows you to contact directly with the target audience.

However, one should not forget that an exhibition is, first of all, a show, a demonstration of all possible achievements of mankind in certain areas of its activity, be it art, economics, production or something else.

Only a cursory examination may seem that it is not difficult to arrange an exhibition. In fact, such an event is an important event that requires serious all-round preparation. For example, before organizing an art exhibition, there are a number of things to do:

• choose an interesting topic;
• develop a program that can bring aesthetic pleasure to visitors;
• find exhibitors;
• to form an exposition;
• make an attractive presentation, etc.

This is all that relates to the ideological side of exhibition activities. In addition, there are also a lot of organizational issues. Therefore, in order to create an effective exhibition business, it is recommended to initially draw up a detailed business plan.

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How to draw up a business plan for an exhibition center

A business plan is where any entrepreneurial activity begins. In the current conditions, one cannot do without it. To succeed in business, an entrepreneur needs to act according to a pre-planned scheme, having initially calculated each of his steps. In addition, a well-designed business plan will help attract investors, which will be very appropriate when opening an exhibition business due to the large initial costs.

Exhibition center and what should it include? These are the main sections of the business plan with a brief description of what needs to be reflected in them:

• introduction - here you should briefly outline general information about the project, indicate its cost, the need for additional sources of funding and economic efficiency - is drawn up after the completion of the business plan and summarizes the conclusions in other sections;
• market overview - in this part you need to provide information on the main competitors and the economic feasibility and relevance of your own project;
• investment plan - describe in detail all possible one-time and current expenses for opening an exhibition center and withdraw the total amount;
• production plan - to reflect the main business operations and business processes, the implementation of which is necessary for the implementation of the project;
• the marketing part - should contain the principles of pricing, schemes for promoting the services of the exhibition center, advertising, etc .;
• financial plan - to present a calculation of the projected profit, reflect all the financial data of the project and, as a result, an indicator of the estimated profitability of the business;
• risks and guarantees - in this section it is necessary to analyze the existing risks and propose a scheme for their minimization.

This is an example for the opening of an exhibition center. You can use it when drawing up your own project or entrust the writing of a business plan to professionals.

What you need to open an exhibition center

The exhibition business, like any other entrepreneurial activity, must undergo state registration for its legal existence. the organizer himself decides, there are no requirements in the law regarding the form of the enterprise.

Important! Despite the absence of legal restrictions when choosing the organizational and legal form, it is recommended for the exhibition business to register a legal entity that has more opportunities than an individual entrepreneur. The advantage of an LLC in this case is the possibility of several founders participating at once and the formation of a larger authorized capital.

In addition to registering with the tax authority, the organizer of the exhibition center will have to go through an equally important and, perhaps, the most difficult stage of all - the preparation of the premises. The area of ​​the complex in which the exhibitions will take place must be at least 2 thousand square meters. m. The premises should have high ceilings, spacious halls and pavilions and be very well lit. Needless to say, the interior and exterior of the center must be impeccable? After all, the number of visitors and the desire of exhibitors to take part in exhibitions depends on how beautiful, cozy and fashionable the premises will be.

The premises can be rented or built specifically for this purpose. The second option seems to be more expedient, since renting such a large area will be very expensive, and the recoupment of the project may take a long time. Construction of the exhibition center is associated with large one-time costs, but in the future it will significantly save on running costs.

In addition to the premises for placing the center, you will need special equipment for organizing exhibitions: demonstration tables, racks, stands, showcases, podiums, stands, etc.

One of the components of success in the exhibition business is the high-quality work of the staff. If you intend to open a full-scale exhibition center, it makes sense to assemble a close-knit team of employees (organizers, designers, advertising specialists, etc.) working for the result.

Organization of exhibitions

When organizing an exhibition, the first thing to do is to choose the direction and determine the scale of the event.

Depending on the subject of the exhibition, there may be:

• artistic;
• scientific;
• technical;
• trade (this also includes trade shows and trade fairs), etc.

Trade fairs and trade fairs are of the greatest interest to the business community. Participants of such events within the framework of the exhibition demonstrate to consumers their best achievements, cutting-edge developments, technological innovations, etc. What distinguishes them from a regular exhibition is that a visitor can purchase exhibited products in order to test them before they go into mass production.

How to organize a trade fair or trade show? To do this, you need to determine in advance the date of the event (preferably 2-3 months in advance), topics and criteria for selecting exhibitors.

The next stage is the dissemination of information about the upcoming exhibition among potential participants. For this, the media, advertising on local radio and television, Internet communications, etc. are used. When inviting organizations to take part in an exhibition-sale or fair, the date by which it is possible to apply for participation should be stipulated.

When all exhibitors of the trade show have been identified, the following steps should be taken:

• to develop a project of an exposition;
• to draw up an interesting program of the exhibition-sale (to bring an element of the holiday, to include master classes);
• interest the client audience (conduct an advertising campaign);
• organize the work of the service personnel;
• draw up a plan for expenses.

The costs of organizing an exhibition and ways of making a profit

How much it costs to organize an exhibition depends on what material and labor resources are needed to hold it. All costs can be conditionally divided into 4 groups:

• for the operation of the exhibition-sale (rent of premises, if it is not owned, utility bills, organization of fire safety, etc.);
• for creative training (script development, decoration, etc.);
• for technical equipment and the implementation of the exhibition (preparation of equipment, purchase of necessary materials, transportation of exhibits, staff salaries,);
• for advertising.

The minimum cost of an exhibition event is approximately 300 thousand rubles. It is difficult to determine the maximum, since everything depends on the number of exhibitors, on the need to create additional conditions for the exhibits on display.

The organizer's income, which can be obtained from one exhibition-sale (exhibition-fair), exceeds the cost price several times. The price for participation of an organization in such an event varies from 120 to 500 thousand rubles. depending on the scale of the exhibition itself and the number and area of ​​exhibition stands.

Important! An exhibition center can earn considerable income if additional services are provided on its basis, for example, the design of exclusive materials for demonstration stands or training seminars. In addition, on days free from exhibitions, part of the center's premises can be rented out for conferences, negotiations, etc.

Organization of a traveling exhibition

A lot of interesting ideas can be realized on the basis of the existing exhibition center. One of them is the organization of a traveling exhibition. Why is such an idea attractive? The fact that the organizer does not need to create a project, arrange exhibits, but rather simply rent a ready-made package of a traveling exhibition and place it on the territory of the center. You can exhibit antiques, decorative butterflies, photographic materials, elements of modern design.

How to organize a traveling exhibition? Everything is simple enough. It is necessary to find an interesting proposal. Many museums now rent ready-made exhibits. The details of the organization of the exhibition are coordinated directly with representatives of museums and foundations. Preliminary preparation includes:

• selection of the period for placing the exhibition (duration is on average 7-10 days);
• conducting an advertising campaign (it is advisable to start actively advertising the exposition in 1-1.5 months);
• conclusion of an agreement on holding an exhibition;
• insurance of exhibits (if necessary);
• transportation of exhibition materials and their placement in the exhibition center.

The profitable part of such a project is formed through the sale of entrance tickets and the provision of additional services (sale of souvenirs and postcards, photography, etc.).

Hello needlewomen!

Do you like going to exhibitions? And participate in them? It is very sad to leave the exhibition without even paying for its participation, isn't it? And this is very often the case with novice craftswomen.

It is not enough just to come to the exhibition as a participant, it is important to prepare well and be ready for anything.

Today I will tell you:

1. Why is it necessary to participate in exhibitions. What do they give to the master?
2. About my first experience of participating in a handicraft exhibition.
3. About the main mistakes that every second needlewoman makes when preparing for the exhibition.
4. About little tricks that will help you to be successful at any exhibition.

So let's go!

And those useful tricks that I learned after participating.

What does the exhibition give to the master?

If possible, it is imperative to participate in exhibitions. Now I will give a few statements about why:

• Participation in a creative exhibition will help you, needlewomen, find new clients and potential buyers. Even if nothing was bought from you at the exhibition itself, your proposed business cards and brochures will remain with the person. And maybe someday he will be interested and follow the link indicated on the business card or dial a phone number.
• Participation in an exhibition can also help you display all kinds of goods and products that you have. As a rule, at exhibitions there is no certain number of works that are allowed to be shown to the author.
• The exhibition gives you the opportunity to give more information about you as a master and your work in general. Potential buyers ask questions about the products, how you make them.

Don't miss this opportunity. Tell as much as possible about your work and try to get people interested.

• By participating in exhibitions, you will be able to analyze the prices of products. Perhaps, sometimes you are faced with the question of what price to put this or that product. Observe how other craftsmen evaluated their products on your subject. And make a conclusion. By the way, in one of the previous articles we considered one of the options for calculating the cost of your product. I recommend reading the article "Determining the cost of a handmade product."
• Participation in exhibitions will also help you attract the attention of the media, journalists and reporters. I don't think it's worth explaining here.

Bitter experience of my first exhibition.

I will say right away that I am not a fan of going to exhibitions, various fairs. No, I’m just for it, but I don’t like to participate. Why? Probably, this is a big responsibility, time.

I am not saying that I am ashamed of my products, on the contrary. But preparation for the exhibition itself takes a lot of emotional component, a lot of personal time, etc.

I will tell you how my first ever handmade exhibition was held.

It was in the spring of 2015. Sophia was born just recently. By chance I came across the news that an exhibition of handicrafts would be held in my city.

Maybe out of boredom or from the fact that spring is calling, I applied for participation. Participation in the exhibition cost ridiculous money, only 300 rubles. I thought: "I'll go, scatter."

The event took place in a time-cafe in the very center of the city. It was assumed that there will be high traffic and, accordingly, sales.

How did I prepare for the exhibition?

• First of all, I put all my jewelry in order, which was supposed to participate in the exhibition. I checked whether everything was in place, whether the chains and locks were torn, whether the threads were sticking out (even the most experienced craftsman has oversights).
• I made business cards especially for the exhibition. I took a ready-made template, stylized for my theme. I printed out as many as a hundred pieces.
• I have set the cost for each piece of jewelry in advance. Why in advance? I don't think it's worth explaining. It will not work out cleverly when a potential buyer asks a question about the cost, and you, as a schoolboy, hesitate.

That's all my preparation. To put it mildly - the first pancake is lumpy.

The exhibition went more or less well, there were sales that were not what I had planned. After the end of the exhibition, I, of course, analyzed my preparation and brought out several key mistakes that cannot be made.

What mistakes should not be made when preparing for the exhibition.

1. Never be late for the start of the exhibition.

It will look ridiculous when, in front of a lively audience, you rush into the hall and start laying out your products in front of everyone. 2. Do not use price tags made "by hand" (written on a piece of paper in a box, with a simple pencil, etc.).

3. Do not lay items on top of each other.

It looks at least not attractive, but at most careless.

4. Do not eat or drink in front of customers.

Exhibitions, of course, do not last an hour or two, and you will still want to eat, but so that you do not have to answer a potential buyer with a bun in your mouth.

5. Don't focus only on yourself.

Don't praise or paint yourself. Don't miss the opportunity to chat and meet other artists and learn about their work. It will be useful to you in the future.

6. And lastly, be confident in yourself and your creativity!

How to prepare for an exhibition?

Rule 1. Selection of an exhibition.

When you decide to take part in an exhibition, you probably do not go to the first one that comes along. You choose from the proposed list.

What should you remember? Choose an exhibition that will reach at least 500 people. Less - it makes no sense, since there may be no sales at all.

The cost of participation may vary depending on the region and the scale of the exhibition. But let the average participation price be 500-1000 rubles.

If you have large items, for example, you sew plush toys, it will probably be difficult for you to get on the bus. Therefore, if there are problems with transport, choose an exhibition closer to home.

Rule 2. Packaging of products.

The packaging gives your product a presentation. Do not pack your product in a plastic bag or gray box. It's not aesthetically pleasing.

Theoretically, you should have a packing box or bag for each product. Prepare this in advance at home. Lay everything out so that it is convenient to carry and not wrinkle.

Think also that after the end of the exhibition you will need to collect all these boxes.

On a note!

It is very convenient to pre-pack products in boxes and present them in this form to potential buyers at the exhibition. In addition, you can discreetly attach them with needles. This way you can be sure that nothing is stolen and nothing falls off the table.

Rule 3. Organization of the place.

In order for your products to look attractive, not the last attention should be paid to the workplace where you will offer your products.

To begin with, lay a bedspread or tablecloth on the table, which you naturally bring with you. At exhibitions, these little things are rarely provided.

Place all items neatly on the table. Experiment at home in advance how the products will look the best. Schedule the time it will take you to lay out the products on the table in order to be in time.

If it seems to you that there is not enough light in the room where the exhibition is taking place to appreciate your products, take a lamp with you. Make sure in advance that there is an outlet nearby.

Place business cards, brochures about your products on the edge of the table or whatever is convenient for you.

Also, for aesthetics, it will be good to arrange a small vase with artificial or even fresh flowers or a plate with sweets.

Decorate your place so that you would like to come up to it and see. It is worth thinking about this in advance. Your table is now ready.

Rule 4. Personal comfort at the show.

This is a must when preparing for an exhibition. Many needlewomen overlook this.

Not often at exhibitions and fairs, craftsmen are treated to food and drinks. As a rule, this procedure comes down to coffee from a vending machine.

Therefore, in order to be in a good mood and enjoy the exhibition, take care of what you will eat and drink in advance.

Take fruit, water, and other non-perishable but nutritious foods with you.

Your clothes should also be comfortable. You will sit or stand in it all day. You shouldn't wear high-heeled shoes, at least have a change of comfortable shoes with you.

If the exhibition is held during the cold season, then have a warm little thing at hand that will not let you freeze.

If the exhibition is held outdoors in a rainy season, keep an oilcloth in stock so that you can set your exhibition table in time.

Rule 5. Promotions and gifts.

You should think over this point in advance at home. Or, upon purchase, a 10% discount is given on the next purchase. Or on some separate types of products, for example, in my theme necklace, a 30% discount on the day of the exhibition.

For example, when buying two products at once, the buyer receives a present. A trifle, but always pleasant and unexpected.

Perhaps this is all that I wanted to tell you, craftswomen. Preparing for an exhibition is a process no less painstaking and exciting than the exhibition itself. Be prepared for anything and don't worry.

Uncertainty is your main enemy. I hope this article was useful to you. If you have any questions, be sure to write in the comments. I will gladly answer.

P.S. Describe your experience of participating in exhibitions. What did you find most difficult in the preparation and participation itself? Did the participation live up to expectations? Tell us, very interesting.