Participation in a fair, festival or other event may have a significant impact upon the success or failure of a small business. Such participation may generate sales, create customer awareness, facilitate strategic partnerships, identify new suppliers and vendors and give back to one’s community. Participation may also have negative results resulting in loss of sales, a poor reflection of the business to everyone and result in a major loss of time.
There are several factors that should be considered in participation of an event like the Horseshoe Market whether your business largely sells in a retail storefront or mostly sells online, whether your business is in antiques or a producer of fine candies. All of these factors involve basic business – can you sell a product or service that solves a problem at a price where you have money left over at the end of the day.
Tracy Frickey, co-owner of MODesTEA along with her daughter Emily, stated that participation in the Horseshoe Market or other outdoor events is good for her business, but most importantly it is good for her community – the Berkeley Neighborhood of northwest Denver. As the former President of the Berkeley District Merchant’s Association, Tracy is a big advocate of Tennyson Street and all the businesses located in and around it. The Horseshoe Market gives her an opportunity to show off.
“I tell everyone who comes by our tent at the Market that they should go down the street and look around. So many of the people who come to the Horseshoe Market are not familiar with our community and get to see it for the first time. They realize that they need to come back and spend more time shopping at all the different businesses that are located here.”
Tracy considers participation in the Horseshoe Market the best exposure for her business. MODesTea specializes in custom blends of premium loose leaf teas from around the world. And, if you don’t have something to brew your own tea – such as a teapot or infuser – or a favorite drinking utensil – a cup or a mug – MODesTea will sell that to you as well. The last market, held on May 11th, was the inaugural presentation of a related business, T-Gallery, where Tracy and Emily sell a variety of artwork out of the same storefront.
“On a Market day, I will sell over twice as much as I will sell on a normal Saturday at our storefront. More importantly, I will see and talk to over 20 times the number of people who would drop by my store. I hand out all of my cards and establish lots of new customers who will come back at another time or place a special order.”
“Participation in the Horseshoe Market gives me access to their large social media network of over 2,600 followers. People go to their website, look through the list of exhibitors and if they ‘Like’ our store, this automatically triggers attention by everyone in that person’s network. Lots of people find out who we are this way.”
The people who attend the Horseshoe Market, largely young families, are also the target demographic for MODesTea. They have even created a special tea blend for expectant mothers.
“I look forward to each Market. I meet so many people. Each Market is better than the last.”
The next Horseshoe Market will be held on July 13 at 4345 West 46th Avenue, Denver, CO 80212.