All crafts lend themselves to demonstrations, but some require more planning and preparation than others. It is important to remember that people wish to see what they can do with products and are interested in the end result, not necessarily every single process,” says Traci. Decoupage cards, for example, are stunning, but definitely not a five minute make. “In this case, you would need to do all the cutting and preparation before and use the time to show people how to layer the image - they will not be interested in watching you cut each section out!” she adds.

For other crafts, safety issues also need to be considered, wood turning for example will need to have certain safety measures catered for. “These might involve the use of protective screens and yellow lines masked off to make sure there is enough distance between the viewers and the demonstration,” Traci explains.

Setting the pace
Monitoring the response of those attending the session can be tricky, so Traci advises keeping things simple, clear and straightforward. “Always work with the view that this is the first time anyone has seen this technique. Explain yourself thoroughly, but without being condescending, and also try to encourage participation. Make sure you consistently look at your audience, their body language will tell you whether you need to explain something in more detail, slow down, or whether you are pitching it just right!”

The most difficult part is ensuring the demo flows and remains interesting; how this is overcome is down to preparation and organisation. “It is crucial to have all the tools and materials to hand and, as for being interesting – personality is key, you can be demonstrating the best product in the world but if you do not add the your own personal flair it will not be interesting enough for people to stay and watch,” says Traci.

The style of the demo is really down to personal choice and what craft is being showcased.”It is very important to know your market, make sure you focus on something that is currently 'hot,' but also include an adaptation,” she suggests. Aim to appeal to a wide range of your customer base by catering for varying age groups and sections of the community. “In terms of inspiring people, I think this is the most important aspect. You have to be enthusiastic; love what you are doing, have fun with it and others will find it very hard not to feel the same way too!”

Reaping the rewards
Demonstrations are an essential part of business, products do not always sell themselves. ”Showing your customers how and what they can do with a variety of different crafting items will increase sales and interest in the sector as a whole. It also adds appeal to your business and builds customer relations – this is so important if you want it to thrive,” she explains.

Shop notices regarding these events should also be prominently displayed and give flyers to every customer informing them of future sessions. “Once people get to know that you do regular demonstrations they will start to contact you to find out when the next ones are. It is also essential to keep a record of previous visitors and then inform them of forthcoming events,” she suggests.

After the demo
Once the session is finished be sure to make the most of the captive audience. “Firstly, you should point out where they will be able to find the products used and any items can be used in conjunction. In addition, make yourself available for any questions and get contact details so you can inform them of other demonstrations. Perhaps ask them to fill out a questionnaire with a section asking what demonstrations they would like to see in the future” she concludes.