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s-l500About a month ago, I wrote about ways that I’ve been trying to increase my sales from festivals and other events where I sell books. I do well at festivals, but in talking with other vendors, I have realized that books aren’t the biggest sellers, although they probably have a better profit margin than many other items.

The reason that I want to maximize sales at festivals is because my costs for a festival are fixed. The booth space cost one price and my gas costs another. They don’t change whether I have more or less to sell.

One of the things that I talked about doing was to offer additional items for sale that are related to my books.

I have been selling 1 oz. copper coins with various designs on them for five festivals now. They have sold well. In fact, at a small event last Saturday, I sold four times more coins than books. That was the first time the coins outsold my books and it certainly made my attendance at that event worthwhile.

I also added hand-crafted coal figures for the past three festivals that I’ve done. The prices on these vary widely, but they have been selling. They tie in nicely with my book, Saving Shallmar: Christmas Spirit in a Coal Town, and I do some of my events in coal country.

The results? The extra items have added an average of 27 percent to each event’s gross sales. It’s definitely worth adding these items. I’m not sure how much of my annual income comes from festival sales, but I’m guessing that if that percentage holds, it will add a few thousand dollars to my income.

The other thing that I’ve noticed is that the shiny coins and varying size figures on display attract more people to the table. It’s easy to overlook books, but they are curious about the figures and what they are made of. They want to see what is on the coins.

Once they stop at the table, they tend to look at everything so I get a chance to pitch my books.

While I can say that the extra lines have increased the traffic to my booths, I can’t say for sure whether it has increased book sales. My sales have increased, but they were already increasing nicely before I introduced my additional lines.

So adding extra lines is one experiment that has proven successful.

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So I am just finishing up a long weekend of book signings. I had a signing every day from Friday through Monday. I also had a talk on Saturday afternoon that was filmed by C-Span. Luckily, all of the events were in Gettysburg where I live.

I’m always surprised by how much signings and festivals tire me out. For the most part, I’m just sitting around. There’s some physical activity with the set up and take down of an event. In between, though, I just talk with people and sign books.

When I get home, though, I am invariably tired. Then I have to do the unloading of the car, putting away all of my equipment, and unpacking books.

So is it a sign that I’m getting old? I hope not because I plan on doing this work for many years to come.

I especially like attending the festivals. Not only do I tend to sell a lot of books there, but I enjoy seeing what other people are selling. I have met some wonderful artists and craftsmen at these event. Plus, I can get my two favorite festival foods, Italian sausage sandwiches and funnel cakes.

It also gets me out of my den so I can meet my readers, which I enjoy doing.

I just wish I didn’t get so tired.

18892965_10213701312467317_221280445819670687_nI’ve been looking at ways lately to increase my sales from festivals and other events where I sell books. I have been attending some of these festivals for years and have seen my sales plateau. Since these events cost money for the space and sometimes hotel and travel, I want to be able to maximize my sales.

Events like a festival are also great places to sell because you are generally selling at retail. You are keeping the retailer, distributor, and wholesaler cuts. I usually use some of that to create a deal that the customer can’t get in a store while still giving me more profit than if I sell the books through other channels. I make it a win-win to give them incentive to buy at the event rather than going home and buying the book off Amazon.com (which they still do sometimes).

So here are some things that I’ve tried or am in the process of trying to improve my event sales.

Keep Writing

My main purpose in attending these events is to do direct selling to my customers. It works, and I am happy to say that I have many customers who return year after year to see me at events and purchase my new books. That being the case, I’d better have new books to sell them.

You can’t rest on your laurels. You need to be continually working on a project. I work on multiple projects. I might be writing one book while researching my next. You want to have at least one book a year being released. Indie authors can generally do even more because they are not held hostage to their publisher’s timetable. 384472_10150370255946867_270838901866_8795042_317292409_n

Expand Your Genres

I generally write in the history and historical fiction genres, but I have ideas for other books. Two years ago, I decided that I would write some of these books under a pen name (J. R. Rada). The pen name wasn’t to hide who I am but to create a separate brand so my history readers wouldn’t be shocked to read a fantasy or horror novel.

Part of the reason that I finally made this jump was because I would often see potential customers looking over my titles and then say, “I don’t read history.” Now, when they say it, I have an alternative to point out to them.

I have to say this has been more successful for me online than at festivals. Festival attendees like the local appeal of a topic more, but I have been selling my horror, fantasy, and YA works. I expect the sales will continue to grow as I work more under the pen name.

Impulse Buyers

I’ve spoken with two other authors in the past few months who offer more than books at their festival tables. One told me it was profitable, but not a major part of his sales. The other one said that the additional products that he offers are the reason that horror conventions where he can sell 50 books are profitable for him.

I even saw an example of this in action this past weekend. My son attended a WWII weekend with me. On the afternoon of the last day (the slowest time), he decided that he wanted to go into business. He found a vendor at the event who also sold wholesale. He bought some Lego-style minifigure sets at wholesale prices and began selling them at retail prices ($3). He quickly started making sales. My estimate is that he could have made $400 if he had been selling during the whole event.

So I will also start offering $5 copper coins with a historical theme on them. In addition, a friend who deals in coins offered me a small box of tokens made from pieces of the Statue of Liberty. I’m hoping that this will add about $300 to my gross sales at my next festival. If it works, I will be expanding the variety of copper coins that I offer.

The key to offering other products is that it should tie into your genre. One author I know writes about the Civil War and also offers small lead busts of Civil War generals. The horror author I know offers horror character t-shirts and horror scenes in snow globes.

Other Buyers

Some festival attendees will walk right past an author tent because they aren’t interested in books. I can capture the impulse buyers with a low-price line of products. These products have a small profit margin, though.

I wanted something that could really help my sales while tying in with my books. I won’t say what it is now because I want to try it out first, but the retail prices are $5 to $25 for the products of which half is profit.

The big feature of a festival is traffic. You have thousands, even tens of thousands of potential customers. I want to attract as much of that traffic to my tent as I can and have something that will appeal to them to buy.

That’s how I plan on continuing to make festivals a profitable venue for my books.

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