Juried shows with paid admission I find do best.. If the customer is paying to get into a show, generally (IMO) this eliminates the freeloaders..
Free shows and outdoor concerts generally do not do very well... IMO Don't get me wrong, there are some awesome outdoor shows but you need to find them by working shows first. Never make your mind up on the productivity of a show until you do it at least two times if not three.
I mostly do indoor shows too.. Reason being Mother Nature can wipe out a show fee with rain... Less security, more freeloaders, etc..
For internet sales, you need to work your site everyday... Make updates, add new products, trade links with other sites, and most of all SEO your web site pages. Find key words that fit your products and optimize the pages for your terms. Your Internet marketing question is hard to answer unless you have a clear plan. SEO is a full art on itself. (SEO = search engine optimization)
If you have something of value on your site besides just selling really helps with the SEs.. explaining techniques, etc.. Have more on your site that "buy this pen".
Good Luck!
Rick