Artisan Spirit: Fall 2015

Page 106

the art of

THE SHOW W R I T T E N B Y C A RT E R R A F F

t

he spirit show, like many tradeshows, is a place where you

and the external factors associated with the show. Find out all

can display your wares to the public. The spirit show is

the details you can:

a great place to have your target audience, whether it be the general public, buyers, bartenders, restaurants or retailers, try your products and evaluate them. The opportunities to showcase your brand are huge, but there are quite a few factors you need to consider before doing a show.

THE FIRST AND FOREMOST: IS IT WORTH IT? While some events are free for vendors, others charge exorbitant fees upwards of $3000 for a single table. Either one might not be worth it. While the expensive one is obvious, the free show still requires your time and energy and might not stack

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Noise level and location of the music relative to the booth you’re at Where they’re marketing and to what demographic How many discount tickets they plan to sell or give away How many complimentary tickets you can get (so you can invite buyers, distributors and key customers) Estimated attendance level Event location and space How loud the venue itself is

up a reasonable ROI. I’ve done free shows in clubs where the

Yelp is a great source for researching venues as you can read

music is blaring so loudly that no one can hear your sales pitch,

reviews and gain some insight to what people are complaining

nor are they really interested. They’re interested in free booze.

about. This might include noise level of the location itself and

So before I accept an offer for an event, I consider the venue

maybe traffic patterns from previous shows.

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