etsy dallas 2014 bash kit
TRANSCRIPT
ETSY DALLAS
2014 BASH KIT
Etsy Dallas, the original Dallas team and the first city team in Texas, is a cooperative, all-volunteer group of artists, crafters and designers living and working in Dallas who sell their work on Etsy.com. The team boasts talent from a range of mediums and crafts, and is independently run by its members.
Etsy Dallas is a 401(c) non-profit with an average of 40 members who participate in year-round activities. Our team members are hand selected at the beginning of each year and many of our members have been on the team for three or more years. Since its founding in 2007, Etsy Dallas has transformed itself into a tight-knit collaborative group that supports each other’s handmade endeavors through friendship, camaraderie, and dedication.
ABOUT ETSY DALLAS
In December of 2007, Etsy Dallas held its first Holiday Trunk Show with its 10 members and support from our friends and family. Over the years Etsy Dallas has hosted countless events including the Beer-B-Q trunk show, Supplies Me! Sale and Dallas’ Etsy Craft Party to help gain support for local artists, raise money for local charities and create a fun creative atmosphere for people in Dallas.
Beginning in 2008, the team focused its efforts into organizing two local craft shows each year, the Spring Bash in April/May and Jingle Bash in November. The Bash has garnered city-wide support and national credibility, including celebrity shoppers Colin Hanks, Tim Delaughter, Bradley Whitford and Kelly Clarkson.
To give you an idea of what our Bashes look like and the activities that lead up to them, we have put together this thorough and informative guide to help you understand what you receive when you become a partner with Etsy Dallas. In this guide you will find the full activity schedule and results for the 2014 Etsy Dallas Spring Bash.
www.handmadebash.com
ETSY DALLAS BY THE NUMBERS
40 members
5 leaders
7 years in DFW
2 annual charitable events
2 annual major craft shows
ETSY DALLAS fan stats
92% Female
39%25–34
Other
35–44
Age HometownGender
31%
30%
44%Dallas
The Etsy Dallas 2014 Spring Bash was held at The Shops at Park Lane in the heart of Dallas on April 27, 2014. This was the third time for The Shops at Park Lane to host our event and we were very pleased with the warm, breezy Texas spring weather. More than 40 artists flanked the beautiful tree-lined avenue situated in the center of the shopping center as well as inside a festive tent found inside a gated green space with a lush lawn and quaint little playground for the kids.
We like to consider our craft shows to be an all day party, and what’s a party without some music and fun photos? Etsy Dallas sponsors an ever-changing photo booth at all of our events with a fun backdrop for you to take photos with family and friends. Our onsite photographer was more than happy to take shoppers’ pictures, and we make them available online after the show.
We ent rus ted one ofour most creative team members to create theplaylist for the day, and we have asked for recommendations inthe past from our fansto make sure our music gets our shoppers inthe mood!
The Shops at Park Lane has several national and local retailers and they were all too happy to come out to our event. Whole Foods provided our make-and-take table where visitors could make a darling paper flower to take home with them. Bowl & Barrel provided food and drink for sale, and their monster pretzels were not to be missed. Gordon Biersch provided beer sales for those shoppers wanting to have an adult beverage while they strolled.
The Shops at Park Lane was a fantastic partner and gracious host. Along with providing us with space, they promoted our event on their large LED ad board that is visible from both north and south bound Central Expressway. They also posted our event on their official calendar, promoted it on their social media pages, encouraged their merchants to participate or run specials the day of the show, and posted flyers in residency common areas.
• Approximately 1,500 shoppers through-out the day
• Nearly 70% of artists reported on or above target sales.
SPRING BASH
www.handmadebash.com
SPRING BASH
A tradition for every Etsy Dallas Bash event is the Bash Bag giveaway. Fans line up hours before the show opens in order to get one of these desired bags, chocked full of handmade goodies. Items provided for the bags come from our artsists, sponsors, and any interested advertisers. We require that the items are handmade and of value to our our shoppers. We have seen soap samples, hand-sewn cold compresses, zipper pulls, magnets, coasters, jewelry, notebooks, and miniature one-of-a-kind art prints all contained within our canvas tote bags with custom artwork emblazened on the side. We provide only 50 of these bags per show and the line to get one at the Spring Bash wound down the street. More people were in line than could receive a bag! This is another way we get fans excited about attending the Bashes before they even arrive at the event.
www.handmadebash.com
T-SHIRT CAMPAIGN
www.handmadebash.com
As promotion for the bash, and our artists and sponsors, an official shirt is designed and printed for every show. These shirts are coveted items and we are often asked if we have any extra to give away.
That gave us the idea for our t-shirt giveaway social media campaign that ran the week prior to the show. As a way to engage with our shoppers before the show, we created a contest with the custom hashtag #springbash2014 and asked them to tell us why they were excited to attend the Spring Bash using the hashtag on Facebook, Twitter, or Instagram. Three winners would be chosen randomly and could pick up their shirts at the event. An email was distributed to our mailing list describing the contest and linking to all three of our social media platforms, as well as the contest being promoted across those three platforms daily. Fans entered the contest on all three platforms, with a heavy concentration coming from Facebook. All three of our winners showed up to retrieve their shirts, giddy to collect their prize, and we had several other attendees approach us about buying the shirt as they had seen it on social media and wanted to have one of their own. Throughout the day we encouraged the use of our custom hashtag, #springbash2014, by writing it in chalk all over the sidewalks and on our signage, as well as reminding our followers to use the hashtag to show us their purchases throughout the day. Posts using the hashtag were reposted by the official Etsy Dallas accounts and we were thrilled to see our followers posting pictures and comments throughout the entirety of the show.
26%e-mail open rate
2%e-mail clickthrough rate
T-SHIRT CAMPAIGN
www.handmadebash.com
13,378Facebook impressions
during five day
promotion period
28new Facebook likes
during five day
promotion period
246posts on Instagram
using hashtag
3,955Facebook reach
during five day
promotion period
DALLASCHILD CONTEST
www.handmadebash.com
As a partnership with DallasChild, an award-winning
free monthly parenting magazine, and as another
way to engage our shoppers prior to the show, we
created the “Best Thing I Ever Bought” contest. We
asked our followers to tell us the best handmade
item they had ever bought and as a result they would
be entered into a drawing to receive $25 in Bash
Bucks, special gift cards that could be spent at any
Spring Bash artist’s booth on the day of the show.
An email was delivered to our mailing list describing
the contest and linking to the contest page on the
DallasChild website. Once
there, entrants were asked
for some basic information
as well as their favorite
handmade purchase. Two
winners were randomly
chosen and could pick up
their prize at the show. Both
winners collected their
prizes and spent all of their
Bash Bucks, re-investing
that money back into the
show by supporting our
artists’ sales. More than 100
people entered the contest,
showing tremendous growth
in interest from a similar
contest in the previous year.
DALLASCHILD CONTEST
www.handmadebash.com
31.6%e-mail open rate
100 contest entries
2% e-mail clickthrough rate
$50Thanks to the success ofBash Bucks,
was reinvested in the Spring Bash artists.
SOCIAL MEDIA
www.handmadebash.com
Social media platforms are one of Etsy Dallas’ main lines of communication with our followers. It’s
how we communicate with not only our current and future artists, but with our shoppers as well. It
is key that we push out a variety of posts from application instructions and sponsorship spotlights,
to day-of-the show travel and weather information. Leading up to and during the show we average
a combined eight daily posts across all of our platforms.
facebook etsy dallas blog
total stats:
104 new Likes721 People Talking About This20,693 Reach1.5 posts daily
5,204 visitors
Facebook Likes: 2,812
Twitter Followers: 8,011
Instagram Followers: 427
Annual Blog visitors: 30,000
136 new followers 38 tweets retweeted58 mentions2.5 tweets daily
100 new followers4.5 posts daily
*stats are shown for promotion
period prior to and during the event
E-MAIL SUMMARY
www.handmadebash.com
Etsy Dallas sent five official email campaigns recruiting potential artists and promoting the show and contests to our shoppers. Our email campaigns have an average open rate of 32% with a 5.5% click through rate. Our mailing lists grew by 16% during the tracking periods before and during the show.
32%Average open rate
104newsubscribers5.5%
Average clickthrough rate
ADVERTISING
Etsy Dallas does everything we can in order to bring shoppers to our show. It is a responsibility to our artists that we insure that the metroplex is informed about our event. On average, we commit to extensive advertising campaigns with two well-known area publications. Our leadership has long-standing relationships with local media representatives and works hard to secure a variety of promotions are deployed on a consistent schedule leading up to the show. ADDED VALUE
EVENTSNEWSLETTER
1/4 PAGEPRINT AD
CALENDARRESKIN
www.handmadebash.com
513,600monthly circulation
24,837impressions
29,150 deliveries23% open rate1.06% clickthrough rate
Ad Index
Event Listing
Social Networking
ADVERTISING
ADBLAST
PRINTAD
www.handmadebash.com
128,000monthly circulation
29,144 deliveries10.69% open rate9.24% clickthrough rate
MEDIA COVERAGE
www.handmadebash.com
In addition to the purchased advertising, Etsy Dallas distributes several press release and media alerts to the Dallas media and leans on our longstanding relationships with media representatives. As a courtesy to the media, we provide a substantial pool of press ready photographs provided by our artists. This ensures that any media representative can include photographs alongside their write-ups without having to track down individual artists. Etsy Dallas earned some impressive coverage for the event and our artists this spring, including several calendar mentions, blog posts, and a television interview.
THANK YOU!
www.handmadebash.com
We hope that you consider working with Etsy Dallas in the future. We are always on the look out for new artists, sponsors, venues, and partners to bring a new perspective to our shows. If you would like to contact the Etsy Dallas leadership, please drop us an email at [email protected] and don’t forget to swing by our next great event!