This is the third part of my post-BCTF analysis, looking at the things that worked really well for me and sharing some of the little nuggets of new-found knowledge I've picked up along the way. Today I'm looking at promotional literature and information for your buyers.
Promotional InfoOk, you definitely need business cards, I think that goes without saying, something small and compact with your basic contact info and web address that people can easily pick up and take. You can find business card deals really easily and can even design your own online, and also a lot of the national companies do great offers (but watch out for hidden extras). Personally I sought the help of the designers at The Design Engine, just to help me out with basic design, they gave me advice on card weight, finish, layout etc as I wanted to have be consistent with all of my promotional material.
I also ordered postcards in four designs and had them printed in a similar style to my business cards. The four designs I chose were also the designs of my tea towel range, so I could also use them as gift tags, or sell them later in packs of 4.
I think you need to tell your buyers a little bit about yourself in your promotional info. They may not have time to stop and listen to your life story, and may be on a whistle stop tour of the show, gathering info to take away and digest at their leisure. An easy to handle pack with contact details on every form is an ideal way for them to take with them. I included a product specification sheet with images and descriptions of my products, terms of business, order form, SOR agreement, a small bio on the inside page and I also popped my postage costs and a postcard and business cards inside. They seemed to go down very well indeed, and I even got a comment from one buyer saying it was the easiest order form she had ever had to fill in!! I suppose when you are thinking about what kind of information to give them, you really need to put yourself in their shoes, and think about what you would want to know about someone if you were buying from them.
As a Newcomer, I had been warned that buyers may not want to buy from me straight away, and would prefer to see me there a few years before placing orders. I decided to have easy access to a list of my current stockists, to try to demonstrate the kind of galleries and outlets I currently work with. You need buyers to have confidence that you are 'for real' and not just a 'flash in the pan' new business who will have folded by next year. I also have a list of current stockists on my blog.
You might also want to display your prices somewhere on your stand , as not everyone will want to ask, or may not feel comfortable asking or may not have time. A lot of my customers were on a whistle-stop tour of the fair so the more accessiable information was the better. I had a small list on mountbaord which I velcro-ed to the wall just above my prints, so it was at eye level and easy for buyers to see. There was also a price list on my order form and product spec list.
I hope this has been of some help, these blog posts do seem to be going down well. If anyone has any questions about anything to do with my first trade fair and how it went, please feel free to get in touch via email or leave a comment on here and I'll try my best to answer.