By Kathryn Caputo
Explains the whole exhibit construction technique and provides strategies for controlling the variables that may make a distinction among good fortune and failure.
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Extra resources for How to Produce a Successful Crafts Show
Thought they may not remember all of the particulars of a show, they will remember how they felt during and after the experience. And they will return if the experience was a pleasant one. This is how a show producer develops a good customer and exhibitor following and a solid reputation. Page 7 Chapter 2 Targeting Your Market Now that you have a better idea of what you are trying to accomplish, let's look at the steps necessary to achieve the desired result. The first step is to target your market.
What is their lifestyle? What are their talents? What is their education level? What is their income level? Can the average middle-class customer afford what will be sold at your show, or do you need to attract a more affluent customer base? Answer these questions and you have found your customer market. Now you need to determine how to reach these people. What newspapers do they read? What channels and programs do they watch on TV? What are their favorite radio stations? Where do they go? Where do they shop?
Page 24 Get advertising rates from local newspapers, radio stations, TVany media that you plan to use in your advertising campaign. Study local newspapers to decide which editors should receive information about your show. Get quotes from local printers for your poster campaign. Call sign companies for estimates on the larger signs, banners, and directional signs you will need. Then sit down, review the information, and make some decisions. This is also the time to prepare your TV ads if you plan to advertise on TV.