Faire Market Manual 11: You should be doing these during the market itself.
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We've hit week 11 of the Market Manual. If you missed the first 10 you can catch up right here.
This week we are talking about what to actually do during Faire Summer Market itself.
By the end of July, the prep work should largely be done. Your products should be ready, your offer should be live, your collections should be clean, your graphics should be updated and your email plan should be mapped out.
Market week is not the time to quietly hope retailers find you. It is the time to be active, visible and very clear about why they should order from you now.
So what should you be doing during the market?
- Send your planned emails. This is not the week to go quiet. Remind retailers about your offer, your newness, your bestsellers and why this is the best time to stock up.
- Use Faire messages alongside email. Because of rate limiting, not every email will send to everyone. Faire messages give you another way to get in front of retailers during the busiest week.
- Talk about your offer every day. Don’t assume people saw it the first time. Retailers are busy and shopping multiple brands. Your offer needs to be repeated clearly and often.
- Watch what is getting traction. If certain products, collections or messages are getting more attention, lean into them. Market week is live data. Use it.
- Follow up quickly with interested retailers. If someone favourites your brand, messages you, places a small order or engages with your products, don’t leave them sitting there. Follow up while intent is high.
- Push bestsellers and easy wins. Market week is not always the time to explain your most complicated product. Make it easy for retailers to buy what already works.
- Keep your shop front fresh. If your banner, featured collections or offer messaging need tweaking mid-market, tweak them. Your Faire page should feel alive and relevant.
- Make urgency real. If your offer ends when market ends, say that. If pre-order discounts are limited, say that. If clearance stock is while stocks last, say that. Give retailers a reason to act now.
If you take one thing from this email, it’s this:
Market week rewards brands that show up consistently, not brands that quietly wait to be discovered.
Action for this week: Build your market week action plan. Decide what you are sending each day, what you are messaging retailers about, and what you will monitor so you can react quickly.
Quick tip:
Have your messages written before market starts. You do not want to be writing from scratch when the market is live. Prep your offer reminder, bestseller push, final chance message and follow-up templates now.
Complementary reading
During market week, execution is everything. Review your previous emails, your offer and your messaging before the market begins so you are ready to act quickly when it goes live.
See you in the market!
Lucy