The Story Your Events Are Trying To Tell
Imagine you attend two events. At the first event, you sell $2,500. And at the second event, you sell $2,000.
Which event was better? At first glance, most people are inclined to answer, "The first one."
So, in reality, the answer is: maybe it's the first event, or maybe it's the second event.
Why? Because sales volume is only one measure of success. An important one, for sure. After all, if you don't sell your products, you don't have a business.
However ... sale volume doesn't tell the whole story.
Looking Beyond the Cash Box
Think about each event again and consider these questions. This isn't meant to be a literal exercise. It's simply to illustrate a point.
What was the mix of products, and potential profit margin for those products?
What is your estimate of how many business cards you gave out at each event?
How many customers gave you their contact information?
How many customers spent time talking with you?
Did you get questions about custom orders?
Were customers genuinely interested in your products and your story?
Let's say the first event, which had higher sales volume, scored lower on most of those questions. From the perspective of growing your business, the second event may look very different. Although it generated lower sales volume, it had a bigger impact on your business growth.
Every Event Leaves Clues
Every event gives you information beyond sales volume and your products. If you're looking for it, each event holds key information about your customers ... your pricing ... your display ... your audience ... and if the event fits your business.
The challenge is that many artisans running an event-based business pack up, drive home, unload the vehicle, and move on to preparing for the next event.
It's easy to forget the information you learned from the last event when you've moved on to the next one.
Patterns Beat Memories
One event doesn't tell you much. Five events start showing patterns. Ten events tell a story.
If you're looking for patterns, you may find that, for example:
Smaller events consistently attract better customers.
One organizer attracts your ideal audience.
Certain products always generate conversations.
Some events create repeat buyers while others don't.
A "busy" event isn't necessarily a profitable one.
Those insights are difficult to see if you're relying on memory.
Growing Businesses Track More Than Sales
Artisan business owners with growing businesses don't just ask:
How much did I sell?
They also ask:
Was this audience a good fit?
Did this event create future opportunities?
Would I do this event again?
Did this event move my business forward?
Those questions lead to better decisions.
Final Thoughts
Keep in mind, every event costs you something, whether it's time, money, energy, or inventory. And honestly, every show costs you all of those things.
Since you're making that investment, why not capture the information that can help your next event be even better? And help your business grow?
The goal isn't to become obsessed with spreadsheets.
The goal is to stop guessing.
Free Resource
To help you do exactly that, I've created a free Event Profit Analysis System.
It includes a simple Event Tracker, a scoring framework, and guidance to help you compare events, identify patterns, and make more intentional business decisions over time.
