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Listastic: Craft Show Prep

I had high hopes of writing insightful posts this week about my process of getting ready for a craft show (2 days till NYC!).

But, alas, I'm knee-deep in preparations and my brain is barely functioning beyond single syllabic phrases, such as SPIN, PRINT, and What?

I had to have spell check fix the word preparations, so yeah, it's dire.

But I know that if I wait until after the show, I'll forget everything that goes into it, so I want to write something now.

So, lists. I am surrounded by lists and maybe lists provide the clearest view into the method and/or madness.

Or maybe I just need to go make another list.

Master List

This is the list that has absolutely EVERY thing that has to be done before I go. Things like driving Jay to pick up the truck he's borrowing while I'm out of town with our only car, baking gluten-free bread (so I can pack myself sammiches for the trip), shipping out the BCB orders, labeling everything, picking the last of the blueberries, etc.

(I just noticed that “paint toenails” is on this list. This is not mere vanity, I always end up taking off my shoes to spin in front of customers….and end up with three year olds saying “Your polish is messed up”. True story.)

The Master List also has a list of everything I need to gather and put in the car, it has a list of the food I want to pack, it has a list of the things I'll need money for.
The master list also has a list for Jay (things like: print X of these labels, clean car, find the screws to go with those shelves), which I assure you thrills him.

Did I mention Jay is not a list-maker? When you consider my deep and abiding love for lists, it's amazing we've lasted nearly 10 years. Shocking, really.

Daily List

I make one of these around 2 weeks out (but this becomes Super Serious by the last week).

Every day has a list of the things I need to do. In theory, everything from the Master List finds a place on the daily lists. This is the ONLY way I make sure everything from the Master List actually gets done.

When, like yesterday, half of the stuff doesn't get done, it gets moved over to the next day. In theory, I won't end up with everything on the last day…

List of Smartnesses

This is the list of what I read a few weeks before I start getting ready. It gets me in the right mind to do what I gotta do. It's a combination of “remember this” and “think about this” and “what a good idea!” stuff.

Check back in tomorrow for the full List of Smartnesses (with links to everything!)

PS. If this random rambling isn't at all helpful, be comforted by the fact that I thought long and hard (and in multi-syllabic sentences!) when I taught my Rock the Craft Show class.
As the holiday craft show season approaches, it's becoming a bit of resource for crafters and I'm hearing great things from everyone who is using the checklists.

Your questions, answered: Newsletter software

With all this talk about newsletters, several of you have written to ask:

How do you keep track of all the names? Isn't that an awful lot of administrative work?

This is a splendid question, because it reminds me I haven't really addressed the infrastructure of sending a newsletter, the thing that makes it shockingly simple: email marketing software.

I use Mailchimp and this week's guest expert Wendy uses aWeber. I know there are many more out there, but these are the ones used by, well, everyone I know.

What do they do?

Generates a sign-up form. It can be a seperate page (like this) or code for your sidebar (like you see here).
Keeps track of subscribes and unsubscribes.
Puts an Unsubscribe link at the bottom of every email, so you don't break any spam laws (yes! There are laws about this!).
Helps you design a pretty email (like this one).
Gives you stats on what got opens, clicks and forwards.

(this is what they look like in Mailchimp)

Getting started

The magic of software is how easy it is to get started. Setting up my first list (for yarncustomers) only took a few hours and I've learned more and more features as I went.

If you want to skip the random poking around that comes with teaching yourself (or if you know you'll keep putting it off if you wait to have a few hours to learn it), I can't recommend Wendy Cholbi, tech translator, enough.

Wendy's helped me figure out all sorts of confusing newsletter-ish stuff and now she's joining me to teach the basics of setting up your first list using newsletter software. She'll make it simple, straightforward and give you a checklist so you know you're not missing a step. You can join us for the class here.

Your questions, answered: newslettery video edition

This is a regular-ish thing, where I answer your questions about an upcoming class. I hope it helps you decide if the class is right for you (and if it’s not, I hope the answers spark something for ya.)

Today, we're talking about tomorrow's class: Send a Delightful Newsletter. I was inspired to answer via video. If video isn't your thing, I've got a short summary of my answer under each video.

What does this class cover?

We're going to cover:

What: What should you send? What kind of information would delight your People? What's your goal for your newsletter?
Who: Who's gonna get this? How are you going to get people to sign up?
When: How often? What days + what times?
How: How do you make it irresistible?

Is this class for me?

Both classes are for the selling-your-crafty-goodness crowd. Or at least, it's for those of you who are trying to sell your crafty goodness. If your sales aren't regular, having a newsletter will help you steady those sales. In the video, I get on a tangent about WHY having a newsletter will help you steady your sales.

Let me know in the comments if you like the video answers or if you prefer text.

But do you make any money?

While getting ready for tomorrow's How to Rock a Craft Show class, I surveyed a bunch of crafters and asked them for their craft show questions.

The most-oft asked question:

Do you make any money at it? How much?
Did it REALLY help you quit your dayjob?

To answer this, I think it's best to look at hard numbers.

What percent of last year's income came from craft shows?
Could I have quit my dayjob without that income?

To figure it out, I added up all my sales both online and off of yarn + fiber + lessons.
Then I added up my craft show sales.
I divided my craft show sales by my total sales to get the percentage.
(Note to the more-math-minded…did I do this right?)

I got .48

48% of my sales came from craft shows.

I did the same math for 2008: 42%.

Considering I only did 2 shows in each year, I think that's pretty significant!

To get a really clear picture, I looked at the months around the craft shows. In the month preceding Urban Craft Uprising, I had 1/5 of my normal online sales. In the month following UCU, I traveled extensively (and didn't reopen my Etsy shop) so I made about 1/10 of my normal online sales.

So while doing the show made up for those two months, it's clear that the percentage would have been different had I kept my online sales going and didn't do the show.

In other words, I sacrificed sales before and after the show to make one big chunk of income in 2 days.
Had I not done the shows, my online sales might have made up for it.

But another consideration is that I prepared for the show during July, the slowest month for yarn sales (both in my shop and throughout the industry).
I probably would have low online sales even if I hadn't done the show.

Is there no clear answer?

I've left one thing out of the equation: post-show sales.

And those blow everything out of the water.

The people I meet at craft shows become online customers at an incredibly high rate.

It's a little hard to track, since I don't have any way of knowing how many hundreds of people I talk to at a show.
But I do know when they come online, because I recognize their names or see it in their address.

And I do know that many become repeat customers, buying yarn every month for years after the show, because they become my friends. On Twitter, in the blog comments, in my inbox.

Post-show sales come as quickly as the night after an event, when people I met that day log-on to my online shop.
Post-show sales come from people who sign up for my newsletter and buy something after getting that first newsletter.
Or the fifth.
Post-show sales come from someone at the show blogging about what they bought.

In other words, it grows.
By meeting people, talking to them about yarn, sharing my passion.

This is the aspect that makes the answer to today's question an unequivocal
YES.

It's worth it, for the people.
It's worth it, for the marketing.
And it's worth it (as I wrote yesterday), for the fun.

If you want to learn HOW to get those fabulous post-show sales, check out the class How to Rock a Craft Show.

If you have any questions, ask them in the comments!

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