Taking your business to a market? Here’s 10 things you should think about.
As people are becoming more conscious about what they eat, and where and who they buy from, markets are proving increasingly popular. From locally sourced food to carefully crafted and sustainable products, creative and independents markets offer a different kind of shopping experience while allowing people to support local makers and indie brands.
Our fellow small business supporter and friend Nicki, created online hub and community Pedddle, to make it easy to find and connect with independent, creative markets, their organisers and stallholders. Knowing a thing or two about markets, both from a stallholder and a consumer perspective, we turned to Nicki for her expert advice on what you should think about when doing a market.
Because there is a lot to think about when attending a fair or a market and your first visit can sometimes feel daunting. However, do not worry, it is a learning process and each market will strengthen your future progress and success.
Branding
Be clear about your message and vision and represent your brands visual identity in the best way possible. This includes:
Banner
Stall layout
Colours
Logo
Bags
Social media
If you have covered these you are onto a great start. A cohesive and strong brand sends a clear message to the customer and gives them confidence in your business.
You can down a free extract from our e-book on branding here.
Stall aesthetics
Beauty is in the eye of the beholder and at a market, you always have different people with different appreciations, and you’ll never be able to appeal to everyone. However, you must be clear and consistent about your vision and branding.
You know what type of stall you want to be known for so make sure you create that atmosphere for your core customers. Too many products can be confusing to the customer and overwhelming so focus on the best sellers for that season and adapt your stall accordingly.
A well-though-out stall will make it easy for the customers to browse your products and get a feel for your business and your identity.
Do your research
We know the right types of markets for your business can be difficult to find but at Pedddle we’re trying to reduce your workload by listing independent and creative events specifically, and we’re quite selective with the type of markets we list. A direct contact form to the organiser can be found on most pages. Other websites include stallfinder and craft collective and it is also worth having a look at local council websites or on any events pages and listings in your area.
Organisation & preparation
Be organised and pack the night before using a checklist of your own or a handy template like this one.
Preparation includes thinking about how you are going to actively become part of the market from the very start which to your presence at the event. Also, a huge point of anxiety for many stallholders is in the arrival at a market. From finding the event to parking and unloading.
This might seem obvious, but make sure you have money for parking and don’t leave any money at your stall while you are away. Stallholders do help one another out but thinking ahead for these types of scenarios can help put your mind at rest when you’re at the market.
Sustainability
Keeping your packaging (including boxes, bags, wrap, etc) as recyclable, sustainable and kind to the environment as possible is key. Customers are getting savvier and they’re no longer interested in just a great product, but the packaging and process behind the product.
You want your products to be safely packaged to avoid any damage, however, with current environmental worries we all need to do our part. There are lots of companies that offer affordable ‘green’ alternatives for small businesses.
Product ranges
This is a learning curve as products that are great for magazines and editorial pieces are not always the best sellers at markets, but they could be used as a crowd drawer. You, as a stallholder, need to find out whether having a minimal range that has various price points within that range works better than having too many different products. A cluttered stall might negatively affect sales but that is for you to decipher.
Card payment system
Find a great card payment system to take card payments at your stall. The top companies include Square, iZettle, SumUp, Paypal and World Pay. Pedddle recommends Square as they have many new products out on the market which is efficient, stylish and reliable
Via Pedddle, Instagram.
Look after yourself
It is really important that you look after yourself too. Sunscreen if it’s hot, lots of layers and something to stand on if it’s cold, plus lots of snacks to keep your energy up. There can be long days and you need to be on top of your game. No one wants a hangry stallholder!
Think about your chatter/sales patter
Selling doesn’t have to be ‘salesy’- reframe those feelings and prepare your conversations with people. Open with a line of ‘Are you having a good day/afternoon?’ or give them a genuine compliment. It can be anything that breaks down the barriers for the customer coming over to your stall, just as much as your anxiety.
Keep yourself busy and try to refrain from sitting and hiding behind your phone, it can potentially put some customers off.
Insurance
Everyone needs to have Public Liability Insurance to have a stall at an event. You may also need employee liability cover and or product cover. Be sure to find out what level of cover the event organiser requires although not many ask for over £5 million. Always try to speak with the insurance company because you do not want to be underinsured and risk a no-payout.
Markets provide the perfect opportunity for connecting and engaging with your customers and regularity helps build trust. Customers may not always purchase from you at the event, but if you make your stall experience memorable they might come back in person or visit your website. Pedddle eases the reconnection process between the customers and stallholders we may have seen at an event.
Stallholders have their own pages on Pedddle showcasing their business but they can also be found on market pages for previous and future events enabling customers to get in touch.
If you’re interested in joining Pedddle as a stallholder view the full details here.
Ready to take your brand to the next level? The awareness and credibility from PR is one very important part of building a brand. Join hundreds of independent brands who are not only pitching their products to press but have access to our support, knowledge and recommended suppliers every step of the way through our memberships. Find out more here.