CRAFT EMERGENCY RELIEF FOR THE REST OF US Part 2: “Show Organizers Messed Up!”

My show booth! (A very edited-down version…)

Second story from an article originally published in The Crafts Report (now known as Handmade Business) in July 2010. Backstory now included!

(Phone rings)

(Operator): Craft 911, what is the nature of your craft emergency?”

(Caller #2): “#*@!?(@*!!%!”

(Operator): “Sir, that kind of language is not helpful. Please state the nature of your craft emergency.”

(Caller #2): “Oh, sorry. I’m just SO MAD!! I set up my booth at this high-end indoor fine craft show, and there’s half an empty space on each side, and somebody says I’m in their space! The show floor is laid out wrong! These show organizers are brainless, stupid, #*?@*!!$#!!”

(Operator): “Seriously, buster, knock off the foul language. Okay, I think I know what your problem is. I want you to lift the corner of your booth carpeting and see if you see some lines of tape on the floor underneath. Go ahead, I’ll wait.”

(Caller #2): Yes, there are tape marks under my booth.”

(Operater): “Sir, by any chance are those marks running down the middle of your booth, from front to back? Right down the center?”

(Caller #2): “Why….yes! How did you know??”

(Operater): “Just an educated guess. Sir, you need to enlist the help of some sturdy people. I’m sure the show organizers would be happy to shut you…er…help you out. Have them grab your entire booth frame and carpet, and shift it halfway to either the left or right. Heck, there might even be a little marker on the floor with your real booth number to guide you.”

(Caller #2): “You’re right! I found my booth number! Thank you!!”

(Operator): “It’s what we do sir. Have a great show.”

Backstory: This is a true story!

Back in the day, I did several major fine craft shows, retail and wholesale. At one I did every year (sometimes twice a year!) for awhile, I got to meet many other creatives, and some became good friends. (Thanks to social media, it’s easier to stay in touch, too.)

I also got to know many of the show organizers/employees, and grew to appreciate their wisdom, their integrity, their skills, and their support.

And one year, an exhibitor did this exact thing. Set up their booth halfway in their space, halfway into their neighbor’s space. And then they complained loudly and often to everyone within site and range, especially the show managment. (They had been a pretty cool person before this incident, so we were all kind shocked at the awful things this exhibitor said about the show personnel.)

Especially when, later that day, from the staff that it was NOT the show peeps’ fault. The exhibitor had set up their booth in the middle of TWO booth spaces, despite the very-easy-to-see tape markings outlining their booth space.

The show staff handled it with kindness and efficiancy. They didn’t even tell the exhibitor that the EXHIBITOR had messed up their set-up, not the booth layout team. They just got the booth moved to one side, and reassured the exhibitor that they were always there to help.

Later, I learned more about the exhibitor’s personal backstory, and complicated family matters, and had empathy for them. But it still changed everything about how I viewed them as a professional creative, and as a grown-up.

Yes, there are jerks in every organization, every group, etc. But most show organizers DO want you to have a GREAT show! Most professional service providers are pretty good at their job. And obviously, in this case, they set aside the unfair attack against them, and simply fixed this person’s problem without adding to that person’s stress.

I thought that was pretty amazing! Still do.

What I learned:

It’s okay to be (understandably) frustrated when things go wrong. We all mess up, other people sometimes mess up, etc.

But making assumptions without exploring the “why” behind what happened, asserting blame without knowing the whole story, and telling complaining loud and long to everyone and everybody, is not okay.

And that person never owned their own goof. I asked the staff later, and no, that person never apologized, or even admitted to others that it actually wasn’t the staff’s fault.Either the person never realized that THEY had goofed up, or it wasn’t part of their nature to accept responsibility for their errors.

The temper tantrum was really, really hard to forget, too.

That totally changed my opinion about them and all the “professionalism” they claimed to bring to their career.

Short story: We all make mistakes.

But it’s never okay to blame others for ours. And being the only booth out of hundreds of booths, to be out of alignment? Shoulda been a clue….

Coming soon! Part 3!

 

 

HOW TO OPEN STUDIO: #1 Make Your Space Safe For Visitors

(This article is adapted from my series GOOD BOOTHS GONE BAD, #3 Alice’s Tiny Doors.  Also #2 Let Me In! I was going to add more….Okay, there are TONS of stuff about layout in that series, check it out! All the information that can apply to open studios AND show booths.)

Before I forget, an excellent book by Paco Underhill, WHY WE BUY: The Science of Shopping is a game-changer. Underhill actually watched people shopping, caught moments when people stopped, turned around, put an item down, you name it. And then they figured out WHY those people didn’t/wouldn’t make that purchase. It’s an easy read, it’s a quick read, and it’s worth its weight in gold. Grab a copy asap!

Back to open studio stuff. When setting up or adapting your work space for visitors, make sure it is a) safe; b) accessible; and c) accommodating. And by ‘safe’ and ‘accessible’, consider not only the obvious dangers, but what triggers the unconscious human behaviors that are meant to keep us safe, but may disrupt our visitors’ looking/shopping.

1. Keep your floor safe for visitors.
   1. If you have rugs, check that there are no curled-up edges or corners people might trip on.
   2. Don’t let electrical cords trip people. If some have to cross a visitor’s path, check out covers for those cords. They still have a trip factor, but they’re easier to see, won’t pull down whatever the cord is attached to if someone DOES trip (as a trippy cord might), and flatter covers will obviously work better than ones that are high highly-“domed” or angled.
   3. Unplug any power equipment you use that could be dangerous for visitors: saws, sanders, buffers, etc. Most people wouldn’t dream of deliberately turning them on, but I learned my lesson after an absent-minded visitor turned on my Foredam buffer out of curiosity. (No one was hurt, thank goodness!) If you have tools, chemicals, etc. that are sharp/dangerous, but you are okay with people seeing them, just put them out of reach, especially if children are present.
   4. Watch for slippery places: Spilled drinks, grease, etc. Be ready to clean them up quickly if they occur.
   5. See #3.2 below about what can escape our notice if we’re not paying attention, or if a visitor is deeply absorbed with looking at our work.
2. Do a safety check. Remember that lights get hot (although with new LED lighting, this is less of a danger nowadays.) Make sure any halogen lighting you use will not make any contact with fabrics, flammables, nor customers.
3. Don’t put your artwork, or anything not important to your display, on the floor except that rug, for many reasons:
   1. What you put on the floor looks like you don’t treasure it.
   2. People’s feet stick out from their bodies. That’s why our kitchens have toe-kicks. Anything below waist-level might not ‘register’ in our brains, which is why we often trip or hit a table with splayed-legs. (I’m CONSTANTLY hitting my knees walking around our bed, because the footboard is too low to “register” in my unconscious brain, even though I walk around that bed EVERY SINGLE DAY.) And if people are deeply engaged with our work, they may not notice something that sticks out.
   3. People hate, hate, HATE bending over to look at something. And many people are at that age when even if we CAN squat down, we have to think really hard about getting back up.
4. Be aware of tight spaces and dead-ends in your studio layout. This is really trickly, but once you watch people avoiding certain areas of your studio, it gets easier to catch. People unconsciously avoid areas they may feel ‘trapped’ in. They may avoid a dark section, again unconsciously. (This is why an unlit studio with dramatic lighting for your artwork is not a good idea.) Apparently this is a wonderful way for a gallery to showcase a painting that a customer is very interested in, but for general display, bad lighting and dark places will not serve your visitors.
5. Beware the Butt Brush! Narrow spaces and aisles can create what Underhill refers to as “The Butt Brush”. This happens when aisles are too narrow and someone brushes someone else from behind as they attempt to pass buy. The reaction of the brushed person is profound and extreme–they immediately stop shopping. It is an especially powerful reaction in women. So by all means, if you want women to stop looking at your work and walk away, make sure they are getting brushed and bumped from behind as people scootch by. (I’ve experienced this myself and it is deeply instinctual.)
6. How to avoid the “bull in the china shop” scenario. Avoid any display or setup in your space that could be unstable, fragile, easily knocked over, etc. If people touch a pair of earrings and the display stand falls over, it will freak them out. If they lean on a jewelry case and it rocks, it will freak them out. If a branch holding Christmas ornaments is sticking out and snags their shirt as they walk by, it freaks them out. Especially if it causes damage.
7. Guide people subtly with your display layout, and use visual cues to move them through your space. Arrange your work so that one display leads to the next. Signage, dashes of color in a neutral display, lighting, work angled in interesting ways–all of these are so much more conducive to shopping than narrow paths and rigid layouts. (More on display in the next article!)
8. Make it clear what’s for sale, and what isn’t. (You can check out GOOD BOOTHS GONE BAD #10: Mystery Product for more details.) Short story: This is harder to do in a studio, because it’s not like a booth or shop that’s dedicated to selling. It’s also our workspace, our creative space, our inspirational place. It holds our supplies, our tools, our work-in-progress, the bowls of fruit and china we stage to create a still life, etc. I make little signs out of pieces of matboard that say, “For Display Only” on any items that aren’t for sale. NFS for “Not For Sale” works, too. Not everything has to be priced, of course, but price tags do help letting visitors know what’s definitely for sale.

I’m gonna give you a break and stop here. We never get it all right the first time, but use every opportunity to take note of where trouble spots (and troubling spots) are as people move around your space.

Did I miss something? Send your questions, if you have one, someone else needs to know, too!

Stay tuned for my next article on setting up our art display! Arrange Your Art There are some pros and cons to the traditional thinking about this, you get to choose which one resonates with YOU.

 

 

GOOD BOOTHS GONE BAD #3: Alice’s Tiny Doors

I talked earlier about booths with so much stuff in them, you can’t get in. This common booth layout flaw is similar.

The way(s) into and out of the booth are way too small.

I called this essay “Alice’s Tiny Doors” because it reminds me of one of John Tenniel’s illustration in the book Alice in Wonderland. It’s the one where Alice is trying to get through a door that’s only two feet tall.

I’m guessing this booth layout problem happens when people design their booths on graph paper. You start to lay out these little squares and rectangles, lining everything up just so and squishing in as much display as you can. You plan a three-foot wide entrance, and leave a little three-foot wide path along here. The idea is the booth visitor will come through the little entrance and work there way along the path you’ve created.

In fact, years ago when I was part of a large group booth, the original plan was just that–a long, narrow booth with a U-shaped path consisting of two narrow entrances at the front. The idea was we would have display tables lining every wall. Visitors would come in one leg of the U and walk through, looking at every exhibit.

Everyone was very excited about the layout. Until I said, “How many people do you think can shop in that booth at one time?”

Huh?

I pointed out that the aisles were less than three feet wide. “That’s plenty of room for people to get through!” protested one artist.

Well…maybe. Though that didn’t mean people would WANT to walk through such a narrow aisle. “What happens if another person comes in the other ‘leg’ of the U?” I asked.

“People can scootch by each other”, one guy said. I noticed some of the women beginning to look uncomfortable. Women do not like people scootching by them when they are shopping.

“Okay, so let’s assume people will be willing to scootch. Buyers often shop in pairs. Now we have three people–or four people–trying to squish by each other. How conducive is that to shopping?” People began to nod their heads.

“And we’re supposed to be manning the booth. If two or three of us are in this aisle, that means every single shopper has to squish by every single craftsman working in the booth. How conducive is that to shopping?”

The layout was scrapped.

In this case, we had a beautiful booth location–four back-to-back booths at the end of a double row. We ended up keeping one large back wall (for our banner, wall art, etc.) and made multiple islands of display. Let people come into the booth no matter what aisle they’re in, I suggested. We ended up with almost six points entry.

That meant whenever one special item caught a buyer’s eye, they could immediately and easily pop into the booth and look. Once they were in our space, it felt like a department store. They could see many other intriguing displays, and they could easily move from one to the next.

This was a highly successful booth, because once people came in, they stayed.  And the longer they stayed, the more they bought.

Try not to herd people through cattle chutes in your booth. No scootching! Pablo Underhill used the term “butt brush” in his excellent book Why We Buy

The butt brush is when aisles are too narrow and someone brushes someone else from behind as they attempt to pass buy. The reaction of the brushed person is profound and extreme–they immediately stop shopping. It is an especially powerful reaction in women. So by all means, if you want women to stop shopping and leave your booth, make sure they are getting brushed and bumped from behind as people scootch by.

Guide people subtly with your display layout, and use visual cues to move them through your booth. Arrange your work so that one display leads to the next. Signage, dashes of color in a neutral display, lighting, work angled in interesting ways–all of these are so much more conducive to shopping than narrow paths and rigid layouts.

BOOTHS GONE BAD #2: Let Me In!

There’s a booth mistake that’s sort of related to the “Too Much Stuff” syndrome. But sparsely furnished booths can fall prey to it, too.

I call it the “I can’t come into your booth” syndrome.

People need to have easy access to your booth. They need to be able to walk in and feel like they aren’t going to knock something over or get bonked in the head.

You may think that’s a no-brainer, but it isn’t.

No whapping the customers in the head.

An artist who makes mobiles and wind chimes thought it would be cool to hang them all from the top of her booth. It would have been cool, too. Except that the top of her booth was only seven feet tall, and the mobiles hung down about 2-3 feet into her booth. And about 3-4 feet inside the walls of her tent. The effect was like walking through a fun tunnel at the fair. I was terrified I was going to get a mobile stuck in my hair.

Moving them against the walls, and up and out of range of people’s heads, would have the same wonderful effect with less customer intimidation.

Please do not electrocute the customers.

I use long goose-neck track lighting lamps overhead. The first time I used them was at a trade show booth, which is eight feet high. No problems.

The second time I used them was in my retail booth, which was seven feet high. They were out of the way of most people. Except for the tall guy who came in and had to keep swerving to avoid getting whapped in the head with my lamps. Oh, and the guy who came in with his little kid on his shoulders. Who promptly reached for the tracks. ai yi yi…..

I bought some risers that lifted the track lighting out of reach of everybody.

Let me in, let me in.

An artist had a tall display shelf right smack in the middle of the booth. “How does it look?” she asked. Great, I said. Except now I can’t see anything along the back wall. And it only leaves two feet on either side to get through–so I won’t even try, because I won’t want to run the risk of bumping anything. Why was it there, anyway?

“I don’t want to scare people out of the booth, so I thought I’d kinda hide behind it while I do some work,” she said.

Nice sentiment, but it doesn’t work. Do not hide from your customers. And put that shelf along the back wall. Until you get that 10×20 booth, of course.

Do not trip your customers.

I hate it when artists display stuff anywhere on or near the floor. Unless it’s a floor mat and supposed to be on the floor.

For one thing, anything sitting on the floor doesn’t look like you treasure it. It looks like you didn’t have a place for it so you set it on the floor. Stuff on the floor says “yard sale!”
For another, people’s feet stick out from their bodies. That is why there is a toe-kick space under your kitchen cabinets–so your feet have a place to go while you stand at the sink doing dishes. When people are standing at your booth wall, looking at your work, they do not think to look down to mind where their feet go.

Bruce Baker says people also hate, hate, hate bending over to look at stuff. This is true, too. I’m now at that age when even if I squat down, I have to think really hard about getting back up.

So don’t put stuff on the floor.

I need my space….

The next time your booth is set up, take a cold, hard look at how Can people come in easily? If they stand outside your booth and look in, that’s a good sign there’s something psychological that’s keeping them out.

If the layout is cramped, or narrow or shallow, or if things look precarious, people will not come in. They don’t want to wreak havoc in your booth!
If you do have “aisles”, make them spacious so people can get by. And wide enough so that if one person is looking at something, others can get passed them.

If you have a displays that jut out, is there enough space for people to navigate around it? Especially without bumping something else??

Watch out for dead-ends in your booth. They can be subtle–a little alcove-type space behind your cases, for example. Believe it or not, people hate being “trapped” in a booth and won’t go into places if they feel they might not be able to get out. If there’s a little corner or space people aren’t checking out, it may mean there’s a little psychological “dead-end” space there. Smooth out an angle or open it up a bit, and see if that makes it more approachable.

How to freak out your customers

Are your displays secure? Sometimes we get so caught up in making our displays easily transportable, we forget that they have to stand up to actual use. If people touch a pair of earrings and the display stand falls over, it will freak them out. If they lean on a jewelry case and it rocks, it will freak them out. If a branch holding Christmas ornaments is sticking out and snags their shirt as they walk by, it freaks them out. Especially if they pull the entire display over. And something breaks. oy.

A furniture maker makes coffee tables, end tables, smaller pieces. These are something that could easily be bumped into and knocked over, or ding a knee on. He came up with a great solution. He created little “floor islands”–small raised floor sections a little bigger than each piece of furniture–sometimes big enough to hold two or three pieces in a setting. They had a twofold effect. They elevated the furniture and gave it more presence. And they gave each piece a little “breathing room”, room for people to walk around and not run into stuff. It felt very elegant yet comfortable being in his booth.

Avoid making your customers feel like the proverbial bull in the china shop, and they will relax and shop. And shop. And shop!

BOOTHS GONE BAD #1: Too Much Stuff

One of the biggest mistakes I see in booth design is the “Loaded Booth” look.

There are many variations on this theme. There is the “Something for Everyone” look. There is the “One in Every Color” look. There is the “I Can Make a Million of These (and I Have!)” look.

Unfortunately, the result is the same. It ends up looking like the “Artist with No Focus” look.

Believe me, I know what you’re trying to say: “I’m an artist, I am extremely creative, I have a million ideas, and I don’t want to color inside the lines!”

But the result is chaos and confusion.

There is work covering the entire walls of the booth. There are widgets right up to the top of the booth. There are widgets hanging ten inches off the ground. In fact, the walls are not enough. Sometimes the widgets are actually on the floor, leaning against the walls.

Every surface is covered with widgets and more widgets. “Maybe I can cram another one in here!” thinks the artist during set-up.

If the widgets are displayed in a basket, there aren’t merely a handful, or a even a basketful. The basket will be piled to overflowing. No one can actually look through them, either, without actually dumping the basket out in a pile and looking through them that way. Except the counter the basket is on is full, too.

If there is a print bin, it is jammed so full you can’t thumb through the stash. Or there are so many bins, you know it will take a huge chunk of time to go through them.

If there are little widgets on the wall, evenly spaced so as to maximize the display space, the eye has no resting place, no focal point. You simply stand and gaze around and around, looking, wishing desperately for something to jump out at you.

How do I know?

Because this is how I set up my first booth. And this is what a friend told me afterwards.

She had money. She was a shopaholic. She loved my work.

She wanted to buy something from me. She really wanted to buy something from me. She wanted to buy a lot of things from me.

But she has mild attention defiecit disorder, and was overwhelmed with all the choices. In fact, the “buzz” of my display made her anxious.

She ended up buying NOTHING.

We could blame it on her ADD, but the fact is, almost everyone feels this way when presented with too many choices.

Even those of us who adore the yard sale modality don’t expect to find this with art.

And even if we do, it doesn’t mean we have the time, energy or patience to dig through this at an art fair.

Now pretend you are at a big art fair. Or a huge wholesale show. Or a monstrous trade show. (Think of thousands of booths….)

We want to chose the best one of something. Or be able to quickly sort out what strikes our fancy, and eliminate that which doesn’t.

Too many choices makes it too hard for us to sort.

So limit people’s choices.  As counterintuitive as this sounds, it works.

Don’t make them choose the best of fifty.  Make them choose the best of seven.  Or three.  Or even two.

Don’t make them choose from 28 subjects.  Let them choose from half a dozen.  If they don’t see what they want, they can ask.  And that gives you a chance to talk to them, too.

If you make something in lots of colors, only show a few. Or spread out the color choices among several styles. People will get that you can make it in purple. And if they like it, they’ll ask if you also make it in green. (That’s your cue to whip out your green one.)

Display fewer things, and be ready to restock an empty space quickly. In fact, sometimes that empty space is a good thing. I’ve had customers ask, “What was here??”, pointing to an empty place with a price tag. They’re curious what sold. They want to know what they’re missing. When you pull out another piece, they look at it closely. Maybe they should get one, too!

Signs can be a good way to get a customer’s overloaded brain to rest for a moment. Just keep them neat and simple and easy to read. You can hang your artist statement, or introduce a new series. You can describe a special feature about your widget, or tell a little story about a special piece.

Group your work in some way. This can be by subject, color, style or series. There are pros and cons for each way of organizing, but don’t worry about that right now. Just make some “white space” around your work.

In fact, think of how you feel when you pick up a magazine and browse through the articles.

How do you feel when you see page after page of tiny print, long paragraphs, long run-on sentences with convoluted syntax, no photos or images, and no captions?

Now think of an article with good column width, good margins, a comfortably-sized and easy-to-read font, subtitles, captions, highlights, etc. It’s easier to read, easier to jump in and sample a section, easier to find your place if you get distracted or have to put it down for a moment.

Make your booth easier to read. Make it easier to jump in and sample. Make it easier to navigate.

Don’t worry. You don’t have to prove you’re an artist. They’ll know.

GOOD BOOTHS GONE BAD

I’m literally watching paint dry today. I’m finishing up the last of my teeny tiny wall hangings, a special series I’m doing for this year’s annual League of NH Craftsmen’s Fair.

For some reason, booths and booth design is on my mind today. A friend asked me to critique her new booth, which got me thinking about it. I also came across a blog of a new artist who did a major trade show for the first time. A picture of the booth was featured.

It was quickly obvious to me that several things were wrong with both booth layouts. They just didn’t look right. With my friend’s booth, I didn’t want to walk in. It didn’t feel right.

The more I thought about it, these two booth issues–not looking right and not feeling right–are the essence of bad booth design.

So over the next few days, in between my panic attacks and preparations for the Fair, I’ll share insights about what makes a bad booth.

Now, if you want a wonderful treatise on booths and booth design, run don’t walk to Bruce Baker’s website and order his CD on booth design. Actually, I can pretty much guarantee any CD you purchase from Bruce will help you tremendously, whether it’s his booth design CD, his one on selling your artwork, or the one on jury slides. Better yet, get yourself over to one of his seminars at the first opportunity. You will not regret it.
Bruce Baker, Guru of booth design

Another good book to read is Paco Underhill’s Why We Buy

Underhill’s consulting team actually watched people shopping, and discovered what makes them stop shopping.

I’ve learned a lot from Bruce and from Paco. (I’m not really on a first-name basis with Mr. Underhill, just striving for a friendly note here.) I do not intend to channel either of them. I encourage you strongly to invest in their products. Bruce’s CDs are a steal at less than $15 each when you buy all three, and Mr. Underhill’s book is not expensive, either.

My point is that you can start thinking differently about your booth set-up, using what you already know about shopping.

In fact, your first assignment is to go shopping. Yes! Right now! Stop everything and go out and buy something.

Just kidding. I mean the next time you have to go shopping, pay attention to what’s going on.

Hey, where did everybody go?! Get back here!

Pay attention to what compels you to pick something up and think about buying it, and what makes you put it down (besides that whopping price sticker, that is.)

Pay attention to what parts of the store and display you are drawn to, and what drives you away.

Pay attention to how you feel about the salespeople–what they say and do that keeps you shopping, and what makes you want to run out the door.

One thing leaped out at me in the new exhibitor’s comments. The artist said, “Hey, it’s about the work, right? If the work is GREAT, then nobody really cares about your display!”

That’s true….and not true.

It’s true that great work overcomes a lot.

And it’s true we are born to shop.

I think it’s part of our hunter-gatherer heritage. We love to look for the best little tidbits, the juiciest grub, the prettiest pebble, the biggest mammoth. Just substitute “perfectly marbled sirloin steak”, “coolest little pair of earrings” and “sexiest strap-back shoes” and you’ll find we have not come very far from our ancestral roots at all. (“Are you gonna eat that?”)

But I also I think when a buyer has hundreds, if not thousands of artists to choose from, then as they walk the aisles they are automatically looking for reasons to eliminate you from consideration.

They have to. They can’t look at 1,000 different things and choose the best. They have to cull out the things that are obviously not of interest, and only focus on the things that might be.

And somewhere in the middle is a whole bunch of stuff that might be worth considering…maybe…but maybe not….? Anything you do that gets you eliminated in that first few seconds means your wonderful work never made it into the final running.

I do this when I shop. For awhile, I was bored with most jewelry. It all looked alike to me. I’ve only got an hour or so to scout out an entire store. So to save time, I would skip past the entire jewelry section. Hard to believe, but there you are.

If you were a jewelry designer, how would you encourage me to stop?

We all do this as a way to organize the time we have to shop, or to stay in a budget (if only for a few hours!) “I have enough short-sleeved shirts, I’m only looking at dresses today.” Or, “I already have too many dishes, I don’t have room in my cupboards for more.” “I don’t really need any tomatoes today, I don’t care if they’re on sale.”

Our buyers do the same thing. They is us.

Stay tuned as I share some simple, common mistakes people make with their booths. You do it, I do it, we all do it. But we can turn it around.

No bad booth. Just booths that have temporarily lost their way….