In this episode, the guys talk about their experiences at tradeshows, art galleries, and arts and crafts shows. They talk about what they do to make the show a success and things that are a challenge. Watch The Podcast Show Notes Sometimes, the best contacts you make at a show are with other vendors for B2B business. Not everyone gets enough orders at the show to pay for the booth fee, but people often remember you and become future customers. The general rule of marketing is 1 out of 1000. On average you have to hand out 1000 business cards to get 1 customer. or 1000 clicks to get a sale, etc. Sharing a booth fee can help bring down the cost, but check the booth rules to be sure you aren’t breaking their rules and get kicked out. Have literature that customers can take with them so they can look you up later. Present yourself in a professional, friendly manner; don’t have RBF (Resting Brian Face) Hosted by Greg Porter https://skyscraperguitars.com/ Greg On Instagram: https://www.instagram.com/gregsgaragekc/ YouTube: https://www.youtube.com/c/SkyscraperGuitars YouTube: https://www.youtube.com/c/GregsGarage Brian Benham https://www.briansbenham.com/ Portfolio: https://www.behance.net/Brian_Benham Brian On Instagram: https://www.instagram.com/benham_design/ YouTube: https://www.youtube.com/channel/UCXO8f1IIliMKKlu5PgSpodQ Custom Furniture https://www.benhamdesignconcepts.com/ The Power of Trade Shows and Art Fairs for Your Business Trade shows, art fairs, and craft exhibitions can be game-changers for small businesses and makers. Whether you’re selling handmade furniture, custom guitars, or unique woodworking tools, these events offer invaluable opportunities to connect with customers, network with industry peers, and boost sales. In a recent episode of The Maker’s Quest Podcast, hosts Greg Porter (of Skyscraper Guitars) and Brian Benham (of Benham Design) shared their experiences and insights on how trade shows and art fairs can elevate your business. Here’s what we learned. Why Trade Shows and Art Fairs Matter 1. Building Relationships & Networking Greg emphasized that trade shows aren’t just about immediate sales—they’re about building long-term relationships. At guitar shows, he connects with luthiers, repair technicians, and builders—his core customers. These interactions often lead to future sales, referrals, and collaborations. “So much of conventions and trade shows for me are just the relationship part. There’s the money and ringing up sales, and that’s great. But meeting people, connecting dots—that’s where the real value is.” Brian echoed this sentiment, noting that even casual conversations at art fairs can lead to unexpected sales months later. 2. Introducing Your Brand to New Audiences Trade shows allow you to put your product directly in people’s hands. Greg found that items like T-shirts, which rarely sold online, became top sellers at events simply because customers could see and touch them. Brian shared a similar experience with cutting boards—while they barely moved on his website, they flew off the table at craft fairs. 3. The “Before and After” Effect Greg pointed out that some of the best business happens before and after the show officially starts. Vendors and serious buyers often arrive early or linger late, making it the perfect time for meaningful conversations. Challenges & How to Overcome Them 1. Noise & Distractions At guitar shows, Greg faced the challenge of competing with loud amplifiers and live demos, making it hard to have technical discussions. His solution? Handing out business cards and encouraging follow-up emails or Zoom calls. 2. Gallery vs. Art Fair Sales Brian discussed the pros and cons of selling through galleries: Pros: Exposure to high-end buyers. Cons: High commission fees (often 50%) and pressure to produce lower-cost pieces. His workaround? Designing simpler, faster-to-make pieces specifically for galleries, focusing on decorative elements that elevate perceived value. 3. Logistics & Setup Both hosts stressed the importance of preparing for logistics: Bring a friend to help with setup and booth coverage. Arrive early to secure a good spot and avoid last-minute stress. Use tablecloths, signage, and displays to make your booth inviting. Have backup payment options (Square, PayPal, cash) in case of tech failures. Pro Tips for Success 1. Engage Visitors Without Being Pushy Smile and greet people—even if they don’t stop. Encourage interaction by letting them hold or try products. Tell a story about your craft—people remember experiences, not just products. 2. Offer Multiple Price Points Brian sets up his booth with: High-ticket items (furniture) to draw attention. Mid-range pieces (clocks, plaques). Affordable impulse buys (cutting boards, small puzzles). Greg does the same, balancing premium guitar tools with lower-cost accessories. 3. Leave a Lasting Impression Business cards, postcards, and stickers help customers remember you. Giveaways (like candy or small puzzles) create goodwill, especially with kids. Follow up after the event with a thank-you email or social media shoutout. Final Thoughts Trade shows and art fairs aren’t just sales opportunities—they’re marketing, networking, and brand-building goldmines. Whether you’re a woodworker, luthier, or any kind of maker, these events can help you: Grow your customer base Test new products Forge industry connections Boost brand awareness As Greg and Brian proved, success at these events comes down to preparation, engagement, and follow-up. So, if you’ve been on the fence about signing up for a show, take the leap—you might just find your next big client or sale.