Festival Network Online Newsletter
Jan./Feb. - 2004
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A note from the publisher.....
Hi Everyone, Sorry no newsletter last month, so this is a double month issue. Hope everyone
had a great new year! Here's wishing each of you a successful and happy 2004!
Cheers - Kurt
A note from the editor.....
Sometimes I lose sight of why I do shows year after year, and I'm sure many of you do too. We get caught up in the repetitiveness of setting up, arranging our booth, watching the people, talking to artists, packing it all up again. It's easy to forget that one of the main reasons we're there (besides to make money of course) is for the pleasure and joy we receive from the many people that come into our booth. Wide-eyed and amazed at the site of our beautiful works of art, or the sounds of the music we've created, or even the special treats a food vendor offers - we forget we can use that wonder to our advantage. Here's a story that conveys this opportunity nicely.
Take care, and remember....Keep on, keeping on. Diane
Well, we've been snowed in for several days, and cabin fever is settling in.
Here we are in our warm comfortable home, and as we look around we notice something. Something we were only subconsciously aware of before right now. It has gradually dawned on us how much comfort we derive from the many items we have purchased over the years from artists/crafters at the shows we attend. In almost every room of our house we are literally surrounded with these wonderful memories. Memories of the show where we purchased the item. Memories of talking with, and getting to know, the person that created the item.
And, as we thought about it, we wondered if this isn't one of the main attractions of arts/crafts shows. An attraction that others share. However, an attraction that may lay hidden in their subconscious, as it was in ours. Not only are we the happy owners of the item, we also posses the happy associations with the purchase. Talking with the creator, hearing how they make their art/craft, feeling their excitement and enthusiasm, replaying their interesting "story" in our minds.
Which brings me to my point.
The people that frequent arts & craft events, do so to meet the artists. If they were just interested in an ordinary purchase they could go to any gift shop or gallery and find something suitable.
We need to realize the opportunity this gives us. We must take advantage of the face-to-face meeting with our customers, the admirers of our work. It is in those very brief moments that we have the opportunity to create a "bond," to make a memory.
Bruce Baker, a well known motivational speaker focusing on the arts & crafts, often talks about "the story," and how people are more willing to buy when there is a story that goes with the item. I agree. I think it's because in the telling of the story, people form an opinion of you and subconsciously decide whether they like you or not. Whether you or they know it, you are forming a "bond" with them. A bond that helps to overcome any resistance that they may have to the purchase. A bond that may lead to future sales.
We can also establish in this face-to-face encounter that this is something you made. Something you are very proud of, and something you experienced much enjoyment in creating. All are selling points.
This will also go a long way in negating any advantage that the buy/sell crowd
has with their "lower prices."
These are just some of my thoughts on this snowy dark afternoon.
Article provided by:
John Croft. John has been involved with arts & crafts for almost twenty years. Retired from manufacturing management he began his festival involvement as the Director of The Salt Fork Arts & Crafts Festival in Cambridge, Ohio for thirteen years. For the last ten years he has been doing art/craft shows in Ohio as a Woodturner. Email: Croft_John@email.msn.com
Diane Elliott Bruckner
Diane@festivalnet.com - dianebruckner.com
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