MTP is a program of Greenway Arts Alliance.

 

New Vendor Market(ing) at MTP

18 Apr New Vendor Market(ing) at MTP

Posted at 15:18h in Vendors by
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Market(ing) 101

For New Artists at Melrose Trading Post from seasoned vendor, Jeff Cane.

I have over thirty years of experience making and selling in Los Angeles, and it never amazes to surprise me how many times I come across incredibly talented artists, both new and experienced, who are perfectionists when it comes to creating their artwork, but when it comes to selling said work they haven’t got a clue how to market themselves. I see the same mistakes time and time again, so I thought I would compile a few observations to share with new artists at MTP, and hopefully boost your sales!

MARKETING IN A MARKET

I’d like to preface the following observations with a little ‘Englishman’ history. I have been creating my art wares for over 30 years from the City of Angels. Trade gift shows were first. Garnering hundreds of stores along the way and much publicity, UNTIL the crash of 2008! With a good product line, the avenues for retail hit a mountainous bump in the road. So, the road was where I went! First, The Pasadena Rose Bowl, and many others followed, until a couple of years later I arrived at Melrose Trading Post.

I’ve had a stall at MTP for over 13 years before the pandemic hit, turned the party lights off, stopped the music n’ sales, and we all had to regroup and some of us rethink…The Trading Post reopened about 5 months later. When it did, I did not jump back in straight away, I decided to feel it out as a customer and visited on Sundays. Well, it turned out that I checked and felt it out for NEARLY 3 YEARS, EVERY SUNDAY!!!

I was able to meet and talk with practically every artist at MTP, some becoming good friends to this very day. It gave me a totally unique perspective of their artistic talents – great!, And their marketing talents – SCARY!

Having said the above, there is a very good reason for it and it extends not just to artists.

I understand being an Artist does not mean the ‘art’ of selling’ comes naturally, but there are a few tips that I think new MTP vendors could be working on to better the overall sales appeal in the market.

1. SIGNAGE – BE SEEN 

MTP Vendor InstaScram sets up a vibrant booth with ample signage and branding on Sundays.

 

One of the hardest, and most important, things that you can do is stop someone in their tracks and make them look at your work – period!

  1. There are a multitude of sins under THIS ‘Banner,’ starting with the Artist identity banner!! Or I should say the lack thereof!! Given that a banner is obviously the way to show your branding, it does very little to help make a sale! The space above your tent is a natural place for your business name to go. It is an obvious place for a banner or sign with your business name, and can be seen from a distance. Consider also describing what you are selling, if it is not blindingly apparent from your business name.
  2. Depending on where you land on an aisle, your visibility to customers will change. between a tent on either side, to 2 sides (or more) on a corner.. 4-6 seconds is the average time it takes for a potential customer to walk by a tent  in an aisle, whereas a corner tent will be visible for longer AND further.
  3. Create additional signage for the spaces in your booth. Remember! You will be surprised at just how many people visit your booth and don’t read your main sign. And don’t forget, this is a market NOT an art gallery so let people know what you are selling.
  4. Tell folks who you are and share your social media handles/website/links. Use your banner and signage in your booth and make it easily visible. Consider using QR Codes, or other devices, in a creative way to share more information about yourself.

 MAKE PEOPLE LOOK:

The ability to do the above comes down to a variety of ingredients – (different for each artist/vendor and different depending on booth position) – Firstly, with clean, clear and large typeset signage tell them WHAT you are selling… It is not enough to just have a bunch of product/art that to you as the creator seems obvious – STOP!! Think that for the brief moments they pass your booth (in a blur) they know nothing – if a good sign tells them exactly what your art and its uniqueness is all about, you have done a good job.

Be aware that a corner booth is the holy grail for visibility. You should create signage that allows you to be seen from various sides. By signage I don’t mean just your business name, that does NOTHING to get someone to peer into your booth – the oddest art in the market might!

IMPORTANT to understand – a passing market client’s vision mainly takes in from waist height down – that which is higher, if it is small, is not noticed as much! This is also TRUE about your booth banner. Whilst it is a branding necessity, many cannot tell you the name you have up there once in your booth. Have your name prominently displayed inside your booth also.

Be aware that with clever use of narrow strips of pegboard zip tied to the front legs of your tent you have added to the visual HIT ZONE considerably!!

2. PLAY THE PART – DRESS UP- BE UNIQUE- BE FUN- BE FUNNY

Artist Noah Gottlieb live painting in his booth.

 

  1.  Artists working in their booth can be a real draw. It’s a great visual and does make people look at you and your booth. You are letting your potential clients get an insight into how you make your work as well as telling them that you are the artist. I can’t begin to tell you that many art booths are manned by folks that the visitor has no idea if they are the artist or not! PROMOTE YOURSELF!! Besides, what better way to make use of your time in the quiet moments.
  2. You can also use this as an opportunity to sign work that is being purchased in the moment to add another layer of authenticity to the experience. ALL YOUR ART ORIGINAL OR PRINTS SHOULD BE SIGNED!!
  3. Maybe wear a shirt referring to yourself as The Artist – make it amusing – humor goes a very long way to sell anything…

 

3. SELL YOURSELF – SELL YOURSELF

Colorful prints from MTP Vendor kid MÅNDU!

  1. WHAT you project can be the difference between a sale or a “See Ya…” Why would anyone buy a piece of someone’s art to put in their home if that person is not happy/communicative? Under this heading and it rings true for every artist, not only is a person buying something you created, let them know they are buying into and helping support an artist.
  2. YOUR BIO (brief) and contact info should come with EVERYTHING you sell, EVERYTHING period!! I can’t tell you how many calls I have received over the years because I put a label on the back of one of my creations – to say nothing of said eBay enquiries…
  3. Don’t forget to use QR codes wisely…
  4. Plant seeds – make greeting cards to sell AND give away – a freebee goes a long way in promoting you at a tiny cost – PLANT SEEDS!! Artist friends of mine bought a house on the proceeds of their greeting cards.

Again, if you are at a market, as much as possible, BE COMMERCIAL!! Promote yourself and your business.

4. QUALITY

Matt Warren of Paper 8 is an artist who prints his work on a variety of mediums, including tote bags and t-shirts.

  1. This is a very interesting arena and one I have witnessed and discussed with many market artists. There is a reason why the term ‘Starving Artist’ is around. These days competition at the low art end is brutal and no more so than at a market. You have to learn how to cut costs and still make a profit!
  2. Understand that most people are not too concerned with what your image is printed on, they either like it or not – case closed. You are not in a gallery, yet.

5. DATA GATHERING

Jeff interfacing with customers in the market!

Conversation: Over the years, I can’t tell you how MANY people have said to me – “Why don’t you have any…?” Listen to your customers, they may have a winning point. In one particular case, I said back, “That’s not art, why would I go down that road?” He responded how popular this genre was and that I was missing out! I thought he did have a point and it wouldn’t hurt to do a couple of samples. The samples sold almost immediately!

I’ll never forget (pre Covid) when one client asked me how many pieces I had of said genre (there were about 40 on display). Not getting too excited as one often gets wound up by clients only to say, “I’ll be back…” Except this time, I quoted about 70, he asked what deal I would do for ALL of them!! That made me come to attention – I quoted. He bought!!

Moral of this booth tale, not only listen to your customers, ask them “is there anything you think I’m missing?”

6. BE PREPARED

Patrons admiring the Fairchild Paris booth.

This is a list of what you should have/do for business at a market:

  1. Walk the place at least twice…first to see what your competition is like and prices and secondly to understand the market areas (download map – it’s on the MTP site).
  2. Look at Tents and Tables – Equipment you need : Tent if you need shade or hangingpotential. Understand the use of tent sides and back to block out other vendors next/back of you, it cleans your product visibility.
  • Tables – most vendors FAIL to use the sales/message potential of the table to ground space, which overall is approx. 72” x 32”. Pegboard is excellent for this.
  • Comfortable chair.
  • Pegboard/Pegboard strips.
  • Zip ties.
  • Clips.
  • String.
  • Carrier bags.
  • Packing tape and dispenser.
  • Scissors/Knife.
  • Cash 1/5/10/20’s for change.
  • Current app for taking all forms of digital payment – Square works great for ‘Tap’. – Print all your relevant QR codes on one page.

7. WEATHER

Patrons shopping on a rainy day in the market.

 

  1. Example one is to understand that weather like WIND IS A REAL problem!!! Check weather reports constantly – if showing 12-15 mph or higher – make sure there is NO top on your tent.
  2. Prepare for the weather you are facing. Make sure you have rope (best) and bungees. Tying to your vehicle (if there) is a great option to weigh down your tent.   It can get very hot some days so bring water, shade, fans, and consider the direction that is shining into your booth over the course of the day, this may affect how you arrange your products.

I hope these notes are helpful to you all in some way. My intent is to express my concern for what I witness as what may be affecting the overall attendance and flavor of our beloved vendor community at MTP. We can do better and I see it every week. Talk to me if you want any help with these aspects and remember what what Roy Lichtenstein, the of comic pop art fame, said in his biography – “I spend 75% of my time marketing and 25% painting”.

When you have enough stock, take a leaf out of Roy’s book of advice…

With Love n Sales

Jeff Cane

‘An Englishman in LA’

TESTIMONIAL

“Until I met Jeff Cane, it’s fair to say that I was pretty green when it came to Melrose Trading Post. Like a lot of artists, I was focused on presenting my artwork as though it was in a gallery and not in a commercial market, suffice to say sales were not great. Then I crossed paths with Jeff, the unofficial ‘Mayor of Melrose’. On the first meeting, his direct and blunt advice could have been taken as a personal insult, but I decided to heed his pearls of wisdom, and blow me, if he wasn’t right about 78% of the time! Jeff is responsible for some of my best-selling items to date and opening my eyes to the esoteric world of marketing at Melrose Trading Post.”  

– Artist MJ Collin