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For those of you who've never set up a booth in a book fair, there are some things to know that will make the process easier. Our initial show came as a surprise. When a bookseller we knew had a double booth at an antique show and didn't have enough stock on hand to fill it, we agreed to fill his empty space.
We didn't have a clue except that we needed shelves, tablecloths, and books. I went out and bought yards of gingham and solid color cotton, then collected every small bookcase we owned and filled them with the stock we thought we'd sell. I had my money box, some change, a small receipt pad and calculator. My bags were packed and my business cards were ready. And at the end of two days I counted up a couple of hundred dollars and thought that this is a good way to make some extra money when shop sales are slow. With each show we tried to learn from other sellers what made them successful. This helped our sales and productivity increase. This weekend I asked sellers what they'd recommend for novices who wanted to foray into this venue. Their comments were:
1. Get good washable tablecloths that are lightweight and attractive.
Most shows require floor length table skirts that enable dealers to store empty cartons out of sight. Some of the more stringent shows have pre-skirted tables but most shows will require you to bring your own. Usually the tables provided are 6 or 8 feet in length, so make sure your cloths will cover that much.
Check your contract with the promoter carefully. Some venues are now requiring flame-retardant coverings.
2. Don't skimp on shelving.
There are many styles of shelving available at a nominal cost. Many of the sellers who do shows prefer wooden boxes that are used flat during transport and then turned on end and stacked for the show. One benefit to these is that the boxes can take the place of tables and allow for more customer space within the booth. Some of the suggestions include having handles cut out of the sides to make them easier to carry. One dealer further suggested having a fitted piece of thick foam fitted to the opening to protect the bindings during travel.
Portable bookcases are another good method for displaying books at shows. They fold flat and are lightweight, but shop around for the design that suits your needs. Stackable shelving that fits one unit atop another is more useful but costs a bit more than those with rounded, finished tops. (I just saw Staples is carrying the unstackable kind for $40 apiece.) This kind of shelving allows for double duty, single units can be placed on table tops, keeping your inventory at eye level, but fitted together, your inventory doubles and, like with the wooden boxes, allows for more customer room. Just be certain the units are sturdy and fit together securely.
Ron Weston of Ron's Reading Room exemplifies the benefit of finding just the right shelf style. He bought folding shelves with horizontal supports rather than vertical spindles. This allows him to use half the number of units by supplementing the spans between with individual boards. Each board bridges the space between the units and has the added value of taking up less space in his mini-van before and after the show. And for a bookseller like Ron who totes a ton of books to every event, every inch in the car counts.
Remember that portable shelves clatter up a storm during transport. To diminish the noise, you can use the original packing boxes - slipping them over the folded shelves. You can also stack the entire lot of shelving flat beneath the boxed inventory or securely wedged between the boxes of books and the vehicle's back door. If you choose to stack them upright against the side wall of a van, use cloth and bungee cords to muffle the sound. If you choose to do none of the above, at least have aspirin handy.
3. Lighting
Portable lighting, whether corded or battery powered, is something to consider. Most civic venues have ample overhead lights augmented by pole lighting for every booth, but some dealers complained that shows held in hotel ballrooms rely on overhead chandeliers. If you're a dealer directly beneath the light source your booth is handsomely illuminated. Those nearby who are not so fortunate have to do business in a dimmer environment. Ask the show promoter beforehand what the lighting situation is like and if electricity can be run into your booth.
4. Have plenty of business cards on hand.
Aside from giving them out to potential customers, business cards are important during the pre-show buying spree that goes on among dealers. After, or sometimes before, you're set up for the show, you can browse the different booths. If you find a book you want to buy, slip your card inside and put it where the dealer can find it easily. Some people put books on a folding chair, some slip them half way under the folding shelves. This way the owner can write out a receipt when there's a lull. Remember to mark where you've made purchases and retrieve them before the show ends. If you forget, most dealers will bring the book to you with an invoice.
5. Food.
Most shows provide a set-up breakfast gratis. Coffee, tea, muffins and the like are standard fare. Lunches that are provided at the show are generally catered by outside concerns and can be anywhere from delicious bargains to gastronomical nightmares. If you're on a diet or don't want to take the chance that take-out restaurants are nearby, keep a boxed lunch or even some fruit and water in a cooler. You'll see other sellers getting a pick-me-up by nibbling raw vegetables or savoring something sweet like a chocolate bar.
6. Have a good hand cart.
Not all shows have porters or enough porters available to move books from your vehicle to the booth, so make sure you have a way to get set up without breaking your back. Most dealers advise handcarts with inflatable wheels because they're easier to handle on stairs and over bumps. Some prefer those that convert to horizontal beds and move like a cart while others merely suggest a taller upright that allows for greater leverage. If you have a lot of books to move and porters are available, take advantage of that. You'll save time and energy for the price of a tip. The shorter the amount of time it takes for you to set up and dismantle your booth, the more time you'll have to wheel and deal.
7. Practice patience and courtesy.
Some sellers enjoy racing in and out of shows and have made the process a science. You'll spot them immediately; they're the first ones in line in the morning and the first to shop the show. Their method is to create a booth that allows for the safe transport of inventory with the greatest speed for displaying them. These are the dealers who generally prefer the wooden boxes. Watch them sometime, just for fun. The boxes are wheeled in, stacked in order and placed exactly where they'll be displayed. Those boxes sitting at the top are brought in last, after the base is constructed. Hands reach into each unit and gently ease the books forward so that customers see the spines to their greatest advantage. Set up is a matter of mere minutes. Not everyone is so organized for speed. Some dealers prefer to spend more time decorating the booth in order to create a pleasing atmosphere. They may put down a carpet, arrange eye-catching ornamentation, or hang a decorative sign.
For fellow sellers who want to "shop a booth," waiting for books to be revealed can be frustrating. If you don't want people picking through the boxed books, close off your booth. But you may be losing sales!
It is also important to remember that every seller at a show wants to get in fast and get to work. There's nothing worse than being in a line of cars waiting to enter a show and having someone up ahead disappear, leaving their vehicle unattended. This starts the show with an environment of impatience. Be respectful of others and be quick about the process...especially at take down. Everybody wants to be home, and dilly-dallying will not be appreciated. Most sellers are helpful, generous people who'll go the extra mile to assist a novice while others will barrel past any obstruction. Be alert and be polite no matter what. It will generally be remembered by others.
8. Make sure to sign up early.
If you want to be certain that you'll have a space available, sign up quickly. While some shows will allow dealers to enter right up to the last minute, there are some shows with waiting lists. If you've done a show regularly but have to miss one year, let the promoter know beforehand so that your space will be reserved for the following year. Don't be afraid to get on a waiting list even if you've heard it's long. You never know when an opening will occur. Promoters cannot read your mind, let them know if you're interested in a particular show. Even if there is no opening at that one, they may be able to place you in another that is similarly lucrative.
Some dealers will show up at shows they've not registered to be in. That's okay if you're willing to shrug your shoulders at the last minute when no space is available. And then again, a sudden "no show" may work to your advantage. It's a gamble.
9. If you don't know something, call the promoter.
Never hesitate to call the promoter with any question. They'll know directions to the venue, they'll provide the state's tax rate and anything else you may need beforehand. I can't think of a promoter that won't be happy to oblige.
10. Use the free tickets some shows provide.
Many book fairs provide complimentary tickets to booth owners. Use them. They encourage attendance. You can give them to favored customers or friends, or you can offer them to people you'd like to have as customers. No matter whom you choose, they are a gift that will be appreciated.
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