marketing-promo Finding Events/Markets/Expos/etc.

[Bandidas]

Hey y'all,

It's been a good couple of months event wise. However, I'm noticing that some events are more lucrative than others. Specifically food themed events, street fairs, and farmers markets have been consistently lucrative while makers markets, pop-up events, and art shows are hit or miss.

Any advice on where to consistently find solid events to sell at? I am in DC and am willing to travel up to 4 hours away if the event is promising enough. Maybe even more if it's a really solid event (i.e. NY Hot Sauce Expo).

I'm currently looking into farmers markets in my area for starters but know I will need more than that. Also, I've noticed a handful of other hot sauce companies say they go to wine festivals often. Can anybody else confirm that wine festivals are good events for selling sauce?? We'll be starting online selling soon too so hopefully that can generate some consistent income as well.

Best,

April

 

[The Hot Pepper]

A lot of people you talk to are the type to set up and expect customers to rush to their booth. You may hear bad reviews but they are not fault of the event. You can't just "set it and forget it." Every customer matters. That one kid that was so happy to get free stickers when you were so nice to the family and they bought five bottles, you now have lifelong customers, and that's how you do it. One by one.

Captivating space
Catch someone's eye. Colors, textures, professional set up, organization, ease of browsing, and interactivity (samples, etc.).

Engagement is key
Look. Don't sit in a chair with your legs crossed reading a book. I've seen this far too many times. This isn't your catch-up-on-reading time. We don't want to have to "bother" you for a sale! Put the book down and engage with people! Smile, make jokes, ask where they are from, try to relate; "Oh, I have a niece from there!" Free samples, ask what they like and make recommendations. This one is important! A lot of sales are made after a recommendation. "Oh you like smoky sauces, you're going to love our Pecan Smoked Habanero!" Put it in their hands. Have a sample ready.

Create a mini-event at the event
Local musician? How about a contest and you hand out tickets, you will announce winners every hour on the hour with a bullhorn. Two free bottles, your pick. Don't even charge for the contest. Make it free. How about a caricature artist who does drawings with flames, funny "sauce reactions" drawings. Be creative!

Create a leisure space
Don't take all the booth space for yourself. Under the tent, create a side aisle with a few chairs and free water. You'll be surprised how many people take a break there and actually buy something.

Offer free shipping
This one might sound odd. But sometimes customers don't want to take glass bottles with them, maybe because of a flight, or maybe they just don't want to carry anything. They might tell you they will visit the website later. You just lost a sale! Have your POS system set up to make a sale right there and ship it to them free. They pay the same as at the event, and you just offered free door-to-door service. Have fun with it, call it concierge service. Now, you just made a customer, and made one happy!

All events matter
Remember, this is all about that one customer. The one in front of you! It's not about the fact that there is no line, or that this is the first customer in ten minutes. None of that matters. Hopefully you can utilize some of the above and find events that match, even if others have told you they are not productive events. And then maybe, you will see those lines.

 

[The Hot Pepper]

Also, I've noticed a handful of other hot sauce companies say they go to wine festivals often.

I haven't heard this. Sure, any event can be good, as stated. At a wine event you would stand out. Same as if you were at an RV or Boat Expo. Hot sauce lovers are everywhere. Set up a booth and cater to their palates.

I would focus locally except for the major expos and events. Yes the NYC HS Expo is huge, they also have one in Portland. The Austin Chronicle has a fest worth trekking to. Then there's Zest Fest, the Fiery Foods Show, and Fancy Food Shows (2). Also check out the Texas Taco Festival and Taco & Nacho Fest. And for wing sauces, of course, the National Buffalo Wing Festival.