What's Up Small Biz: The Weekly Marketing Minute

So you just got an email about a local vendor event. Maybe it's a farmers market, a festival, or a pop-up downtown. Your first instinct? "Let's do it!"

Hold up. Before you hand over that booth fee and start packing your display, let's pump the brakes for a second.

Vendor events can be amazing for your business, or they can drain your time, energy, and bank account faster than you can say "unsold inventory." The difference? Asking the right questions upfront.

Here are the five questions every Summerville small business owner should ask before committing to a vendor event.

1. Does This Event Actually Attract My Target Customers?

This is the big one. And honestly? It's where most businesses trip up.

Just because an event expects 500 people doesn't mean those are your people. If you sell handmade candles aimed at 30-something women who love home decor, a car show probably isn't your vibe. And that's okay!

Here's what to ask the event organizer:

• What's the expected attendance?
• Who typically shows up? (Age range, interests, spending habits)
• What was last year's turnout like?
• What other vendors will be there?

The goal isn't to find the biggest event, it's to find the event where your ideal customer is already planning to be. A smaller, more targeted event can outperform a massive one if the audience alignment is right.

Pro tip: Check out the event's social media pages from previous years. Look at the photos. Do you see your people there? That's your answer.

2. What Are the Setup Logistics (And Will They Make Me Want to Scream)?

Listen, nobody wakes up excited about logistics. But ignoring them is how you end up unloading your car in the dark at 5:30 AM with no idea where your booth actually is.

Questions to nail down before you commit:

• Where exactly is my booth located? (Corner spots and high-traffic areas are gold)
• What time is setup? What time is teardown?
• Is there parking nearby for vendors? Will I need a loading permit?
• What are the booth hours? Can I leave early if it's slow?
• What's provided? (Tables, chairs, tents, electricity?)
• What do I need to bring?

If the organizer can't give you clear answers to these questions, that's a red flag. Good events have their logistics dialed in and are happy to walk you through everything.

And be honest with yourself: If setup starts at 6 AM on a Saturday and you're not a morning person, factor that into your decision. Your grumpy, under-caffeinated self is not going to make great first impressions with customers.

3. What Permits, Insurance, and Legal Stuff Do I Actually Need?

Okay, deep breath. The legal stuff sounds boring, but skipping this step can get expensive fast.

Depending on what you sell and where the event is, you might need:

• A South Carolina seller's permit (if you're selling physical goods)
• Your business license
• General liability insurance (many events require proof of this)
• Food permits (if you're selling anything edible)
• Special permits for certain products

Here's the move: Ask the event organizer directly what they require. Most will have a vendor packet or FAQ that spells it all out. Don't guess. Don't assume. Just ask.

And if you don't have business liability insurance yet? This might be the nudge you need to get it. It protects you if someone trips over your display or claims they got hurt at your booth. It's not fun to think about, but it's way less fun to deal with without coverage.

4. How Is the Event Being Promoted? (AKA: Will Anyone Actually Show Up?)

An event is only as good as its marketing. Period.

You can have the best booth setup, the most engaging display, and the friendliest team, but if nobody knows the event exists, you're setting up shop in an empty parking lot.

Red flags to watch for:

• The event has zero social media presence
• Their last Instagram post is from 2019
• They can't tell you their marketing plan
• There's no event website or landing page

Green flags that signal a well-promoted event:

• Active social media with regular updates
• Email campaigns to their list
• Partnerships with local media or community groups
• Clear promotional timeline leading up to the event
• Past events that were well-attended

Ask the organizer how they're getting the word out. Are they running Facebook ads? Partnering with local businesses? Sending press releases? A solid promotional strategy means more foot traffic for you.

And hey, if you're a business listed in our local directory, you've got your own built-in promotional tool. Share your event appearances with your followers and drive your existing audience to come see you in person.

5. What's the Real Cost? (Not Just the Booth Fee)

Here's where it gets real. That $75 booth fee isn't actually $75.

Let's break down the true cost of a vendor event:

• Booth/table fee
• Inventory (products you're bringing to sell)
• Display materials (signage, tablecloths, props)
• Credit card processing fees (yes, you need to take cards)
• Transportation and gas
• Your time (setup, event hours, teardown)
• Helper pay (if you're bringing staff)
• Meals and drinks for the day
• Possible overnight accommodations (for out-of-town events)

Add it all up. Now compare that to what you realistically expect to make in sales. Does the math work?

Also ask about what the venue provides:

• Is electricity available? (Huge if you need it)
• Are tables and chairs included or extra?
• Is there vendor parking?
• Are bathrooms easily accessible?
• Is there food/drink available for vendors?

Knowing what's included versus what you need to bring (or rent) helps you budget accurately. And if you're going to be standing for 6-8 hours, trust me, easy bathroom access matters.

The Bottom Line: Choose Events That Serve Your Business Goals

Look, vendor events can be incredible. They're a chance to meet customers face-to-face, test new products, build your email list, and connect with other local business owners. But they're also a significant investment of time, money, and energy.

Not every opportunity is your opportunity. And that's completely okay.

The businesses that succeed at vendor events are the ones who:

• Choose strategically (not just say yes to everything)
• Prepare thoroughly (logistics, permits, inventory)
• Know their numbers (costs vs. expected return)
• Show up with energy and intention

Before you commit to your next event, run through these five questions. If you're getting good, clear answers and the opportunity aligns with your business goals, go for it. If things feel murky or misaligned, it's okay to pass.

Share Your Own Vendor Events on What's Up Summerville

Speaking of events, if you're hosting a vendor market, pop-up, or community event in Summerville, make sure locals know about it! Submit your event to our community calendar so small businesses and residents can find and support what you're building.

And if you're looking for more ways to connect with Summerville customers, check out our directory to get your business in front of locals who are actively looking for what you offer.

Got questions about preparing for your next vendor event? Want to share your own vendor experiences (good or bad)? Drop a comment or send us a message. We're here to help Summerville's small businesses thrive, one smart decision at a time.