Small Business Research and Enterprise

By: Becky Ackerman, founder of I Do Handmade

As a product-based business owner, it can be challenging to know where to start when you’re building your brand. One of the most effective ways to gain visibility, build confidence, and gather valuable insights is through markets and pop-ups. These events offer a wealth of opportunities, especially in the early days, and can be a key driver for growth.

At I Do Handmade, I’ve worked with countless business owners to help them sell more, grow their business, and make the most out of pop-up events. If you’re considering diving into pop-ups and markets, here’s why you should and how you can use them to establish your business.

1. Increase confidence

Running a business usually solo, it’s easy to feel unsure about how your products will resonate with potential customers. Pop-ups offer the opportunity to engage with the public face-to-face, allowing you to build confidence in your brand and product offerings.

Tip: If you’re new to markets, set small goals for your interactions, like starting conversations with a certain number of people. As you become more comfortable, you’ll naturally gain confidence in discussing your products and your business.

2. Receive valuable feedback

One of the most significant benefits of participating in markets and pop-ups is the direct feedback you receive from potential customers. This immediate, in-person feedback is invaluable when it comes to understanding how people respond to your products, pricing, and presentation.

Tip: Don’t be afraid to ask questions. If a customer shows interest in a particular item, ask them what they like about it or if there’s anything they would change. This feedback helps you refine your offerings and ensure you’re meeting the needs of your target market.

3. Test your pricing

Pricing is often one of the trickiest aspects for new business owners to figure out. Pop-up events give you a unique opportunity to experiment with different price points and gauge customer reactions in real time.

Tip: Consider offering a variety of price points for different products and see what sells best. If one product is especially popular, take note of the price range customers are comfortable with.

4. Testing new product variations

A market or pop-up event is an excellent environment for testing new variations of your products. The direct interaction with customers allows you to gauge interest and understand what works before committing to larger-scale production or launching new items online.

Tip: Introduce a limited edition or experimental product at your pop-up. This can create a sense of urgency and exclusivity, while also providing valuable insight into customer preferences. If the product resonates with your audience, it’s a sign to expand it in your range.

5. Build a local following and customer loyalty

Pop-ups allow you to create a tangible, local presence for your brand. While online marketing is essential, face-to-face interactions at markets and pop-ups help you build lasting relationships with your customers. A personal connection fosters loyalty, and happy customers are more likely to spread the word about your business.

Tip: Offer an incentive for people to sign up for your email list and send everyone you meet that day a personal message thanking them for stopping by. This really helps build relationship with your audience and could lead to sales after the event.

6. Perfect your brand story and sales pitch

Markets and pop-ups are an ideal place to refine your brand story and sales pitch. When you’re engaging directly with customers, you’ll have the opportunity to practice communicating what makes your business unique and why people should purchase from you.

Tip: Keep your pitch concise but impactful. Focus on communicating the essence of your brand and why your products stand out. Have a few one liners up your sleeve to start conversations and practice your pitch before the event so it feels natural when you’re speaking to customers.

In summary…

…pop-ups and markets are far more than just a way to make quick sales. They’re an invaluable tool for testing products, building customer relationships, and gaining real-world feedback that will help you establish and grow your business. Whether you’re in the early stages or looking to expand, these events can offer a wealth of insights and opportunities.

If you’re interested in learning more about how to make the most of pop-ups, we’ve put together a ‘10 Things You Must Do Before Your Next Market’ guide. Head to this page and add your email address at the bottom to get your copy. You’ll also discover our free workshops, monthly photoshoots and also our Hub membership which offers free stalls in offices and lots of other tools and tips to help you succeed.

About I Do Handmade

Website: www.idohandmade.co.uk 

Email: info@idohandmade.co.uk 

Instagram: www.instagram.com/idohandmadepopup

Facebook: www.facebook.com/idohandmadepopup

E-newsletter – The Pop-Up Round-Up: A fortnightly email listing new opportunities for product selling business owners. This fortnightly dose provides top tips, free workshops and news from across the small business industry. Sign up to receive it here.

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*We strive to do our best when supporting small business and their growth. Our business databases can give you information and data that can help you with advertising, market research, company information, and industry factsheets. If you have already taken the plunge, we would love for you to join us at a seminar, our workshops cover digital marketing, business model canvas and planning, demystifying taxes and intellectual property to name a few. Visit our events page or website for more information.