A Site for Emerging Artists
Posts tagged Business of art
25 Ways Artists & Craftspeople Can Market Their Work
Aug 16th
"Bukowski" Lithograph courtesy Hallie Edlund
You’ve put in tons of studio time, developed a signature style, created a body of work and are serious about selling your art or crafts and building your business. Even if you’re an experience pro, are you doing everything you can to market yourself and create opportunities for sales every day?
Here are 25 ways to spread the word, spur interest in yourself and your work, and grow a base of dedicated customers:
- Diversify your efforts. If you are currently working in one medium, how many other ways can your images be sold – as t-shirts, mugs, mouse pads, notecards, etc. Use online resources such as Café Press and Zazzle to sell your creations in multiple formats. Many well-known artists do this.
- Sell Retail – and Wholesale. Are you currently selling only to the public? You may be giving up a huge market – wholesale buyers. Crunch the numbers and see if you can sell your products to the wholesale market. This involves making items in mass-production (such as prints, pottery, etc.) not strictly originals.
- Sell your Work through Online Outlets. Etsy, Red Bubble, DeviantArt, ArtyBuzz and other sites let you upload images and sell through their venue. Take advantage of these popular websites not only to sell but to create recognition and publicity.
- Show Your Work in Alternative Spaces. In this economy, there are empty storefronts, window space on busy streets and other non-traditional places to show and sell your work. Pop-up galleries have become a trend, and can be placed in homes for sale, restaurants, and available real estate for next to nothing.
- License Your Work. Many artists license their designs to manufacturers and get paid well for their work, giving them a steady stream of income. Use this as a primary or secondary way of creating income.
- Apply to Exhibitions. Keep sending in applications to shows which suit your work. Show up personally to shows you get into at local galleries to speak with visitors. This will help lead to sales and commissions.
- Write About Yourself. Write an article about yourself and your work, or have an article written about you. Does your work involve anything unusual or complex? Explain your techniques, using lots of photos. Post your article on ezines, on your blog, or use them in press releases.
- Regularly Send out Press Releases – Any time you have news, whether it is a show you are participating, a new body of work you have created, or if you just want to publicize your work, you can send out press releases, by email and on paper. Send them to trade publications, local newspapers, large newspapers, blogs, and news organizations. Photos of yourself and your work are essential. Most importantly, tell your story. The press is always looking for interesting stories for their readers. And face it, you’re interesting!
- Cultivate Referrals. Word-of-mouth referrals are like gold – you want to encourage them whenever possible. So, how to get referrals? Ask for them! When you send out an email newsletter to your existing customer list, ask them to refer any friends who may be interested in your work. You may want to offer a discount or a gift card for these referrals. And be sure to thank anyone who gives you one!
- Respond to Requests from the Press. The flip side of press releases is to respond to reporters looking for interviews, such as HARO. Also consider writing articles for publication on popular sites such as Fine Art Views who solicit them. Drive readers to your website by providing a link – and then when they get there . . .
- Make Your Website into an E-commerce Site. You spent a lot of time and money on your website. So, where’s the shopping cart? Getting online visitors is challenging enough, but when they do visit and can’t make a purchase, you lose the sale. Check out this great article by Ann Rea on the subject.
- Exhibit at Trade Shows. It can be expensive to do a trade show, so make sure you have done your homework first and target the right ones. Participating in a trade show gets your work in front of many buyers, and can be extremely profitable.
- Sell at Home Shows. Do you have clients or patrons who would be willing to open their home and invite their friends to come and see your work? Partner up with other artists if you wish and create a great experience by setting up displays in a home and selling to a private audience. Give the hostess some free work or other gift to thank them. This is a proven method I’ve used personally to make thousands of dollars in sales.
- Do a Trunk show for a Retail Store. Boutiques, galleries and department stores have a “meet the designer” event and you show up, bringing new work with you that isn’t available in the store’s inventory. You split the sales with the store, and it’s a win/win. The store owner should provide their customer list for a promotional postcard mailing, and you can advertise in the local paper and online.
- Hire Sales Reps. This is a powerful way to multiply your presence and exposure to wholesale buyers. Working with reps (if you have a mass-produced production line of products) can add a huge dimension to your marketing and your sales.
- Cultivate Buyers in Your Niche. Get involved with people who enjoy and support your chosen niche. Is your work animal-related? Attend SPCA and charity events for animal rescue. Do you create nautical art? Participate in waterfront, sailing events and clean water causes. Donate some work to help raise money and awareness. Get to know the people who run events, and participate in groups for your cause. Subscribe to publications and websites which support your niche, which of course you will be sending press releases to!
- Advertise. This may be in a newspaper, magazine, on related websites or even Google adsense ads. Use compelling images of your work. If necessary, get professional help from freelance writers or marketing consultants.
- Volunteer. Help out at a local art event or sale. Get to know the people who support the arts and enjoy participating. They can often introduce you to many others in that community who can help spread the word about you. Plus, you get the satisfaction of being a volunteer and helping others.
- Participate at a Decorator Show House Event. Many areas around the country have seasonal Decorator shows where a large house is transformed by many interior designers and they are well-attended. Vendors at these homes usually get exposed to a crowd of affluent buyers and can make lots of money in sales.
- List your Business in Directories. Is your studio listed in YellowPages.com? It’s free. Add your listing to Google search, and other business directories to get the attention of local buyers. List your website address in online directories of artists and craftspeople, providing a way for potential customers to find you.
- Print Postcards of Your Work. Choose several professionally-taken photos of your work, and have a selection of postcards printed. Use these in mailings to your customer list, to hand out at shows, or as leave-behinds for business contacts.
- Seek out Corporate Markets. Is your artwork appropriate for hanging in hotels, offices and other business environments? Submit your portfolio to corporate art advisers, or get in touch with buyers for hotel chains and make a presentation of your work for consideration. Sometimes framers work with these clients and you may be able to make a strategic partnership with a framer to help promote your work.
- Open Your Studio. Does your city or community offer any “open studio” events where artists invite the public to see their work space and purchase their art? Participate in these, or have your own open studio by choosing dates, sending postcards, advertising and sending out press releases well in advance. This can coincide with the Christmas holidays, when certain towns invite the public to view homes decorated for a “holiday tour”. Open your studio and let your guests view your work for possible gift ideas.
- Get involved with Public Art. A relatively new phenomenon, public art allows artists to get exposure they ordinarily would not receive. Find out more by visiting this website and see if you have an idea or project which could be turned into a public art event!
- Constantly Seek Opportunities. There are many publications out there listing opportunities for artists and craftspeople to sell work. From trade magazines to website directories to craigslist, you can find shows, exhibitions, projects and venues to publicize yourself and your work. Subscribe – whether in paper or online, and plan to read them regularly. Don’t miss out on ways to build your business and grow your customer base!
More of artist Hallie Edlund's work can be seen by visiting her blog at http://www.hallieedlund.wordpress.com
Do Artists Need Copyrights?
Aug 12th
Recently I read a long series of posts and discussions about an artist who felt that her work had been copied and used without permission by a large company. There was considerable anger out there in the creative community about this type of abuse, and it got a lot of reactions, but also caused a lot of confusion about copyrights and how artists can protect their work.
Sarah Feingold
Fortunately, I had the opportunity to speak with jeweler and attorney Sarah Feingold, who is general counsel for Etsy. Sarah has written a very useful and informative ebook about copyrights and how they work for artists, and kindly forwarded me a copy. I was pleasantly surprised, and learned a lot about the subject, which I would recommend to others. Copyright For Artists is clearly written and understandable, and doesn’t use “legalese”, so you will get a lot of great information without your eyes glazing over. Here are just a few of the questions she addresses, which will be of interest to artists:
- What’s the difference between a copyright, a trademark, and a patent?
- What type of work can I copyright? What can’t I copyright?
- How do I get a legal copyright? How much does it cost?
- What can I do if someone copies my work?
- What if I am accused of copyright infringement?
- Are copyrights enforced internationally?
- Can I transfer my copyright?
- If I put my work online, can someone steal it?
. . . this is just a sampling of the FAQ section, which runs for eight pages (!) The rest of the book gives precise instructions, talks about gray areas, lists resources to find the right governmental agency, or get legal help, and will answer just about any question you can think of about copyrights. Included are handy charts with comparisons and summaries which make it easy to use. I highly recommend it for any artist out there who wants to feel confident that they have protected their work legally and correctly.
So . . . back to that original issue of the artist who felt her work had been ripped off. Sarah made a point to address that point. Her suggestion is “don’t freak out”. If need be, turn off the computer and step back from the emotional jolt of feeling that someone has copied your work without permission. Give a lot of thought before you jump into action threatening lawsuits. If you feel that you need to take action, and you are protected by virtue of copyright protection, get competent legal advice on how to proceed.
There are many examples of copyright infringement out there, and Sarah mentions one in her book which turned out to be a win/win:
Andy Warhol was notorious for his paintings of Campbell’s Soup cans, and was sued by Campbell Soup Company for copyright infringement. But Warhol and his works became so popular that the corporation later decided his paintings were actually good, free, advertising, so they let him continue his use.
This little ebook (a manageable 38 pages) can be an indispensable addition to any artist’s library, and will serve as a great reference guide. You can order it from Sarah’s website for $14.00.
As this product is highly recommended, ArtsyShark has established an affiliate relationship with Copyright For Artists, and any income derived will help support this blog.
Increase Business by Building Your Personal Network
Aug 3rd
Want to gain more business through personal referrals and word of mouth? Who doesn’t? After all, personal recommendation is one of the most powerful ways to grow and expand your business.
Have you ever met someone who seems to know everybody? They have all kinds of business projects going on in different areas and just seem “successful”. It’s easy to see that they are operating on a higher level than just advertising and waiting for customers to come to them, or knocking on doors looking for leads.
Courtesy Gay Tracy
These people have a network of connections – others who are happy to send referrals their way. They have become a “go-to person” who has established themselves and become a magnet for business.
You can create your own network of connections and start gaining personal recommendations too. Who can you network with? Just about anybody. Whether you pursue contacts through networking events, in professional organizations, in your neighborhood, church or social group – it’s up to you.
So, how can you network with people you would like to get referrals from? Here’s how:
- Keep in mind that it’s not about you. Ask others about their business, and show genuine interest. Find out what types of clients or connections they are looking for. Let them know that you are happy to refer business and that you will remember them. Tell them about yourself as well. Take their business card and email them later. You might arrange a meeting or lunch with them to get further information and get to know them better.
- Follow up. This is the most crucial step, and the one that is most often ignored. When you find good networking partners, you must build your relationship with them by future contact and letting them know that they are important to you. Poet laureate Maya Angelou once said “People will forget what you said, people will forget what you did, but people will never forget how you made them feel”. When others feel you sincerely want to be a strategic ally in their business, they will want to reciprocate.
- Freely give referrals to others without expecting anything in return. As you pay it forward, you will gradually start to see referrals come your way as well. These referrals will not necessarily be from the people you assisted. It may take time as you grow your network to see the fruits of your labor.
- Be open to receiving. There are two parts of referrals – giving them, and receiving them – two sides of one coin. Just as you gladly give referrals, with no strings attached, you should also be open to receiving referrals from others.
- Show your gratitude. There is an African proverb which says “Give without remembering and take without forgetting”. This applies here. Acknowledge those who have referred business to you, and strive to give referrals back to them. If you simply don’t have specific referrals for them, include them in social gatherings where they might meet others. Invite them to business events that may benefit them.
- Keep building more relationships. Work toward expanding your network on a regular basis. People may come and go in your life, but endeavor to stay in touch with key contacts by remembering birthdays or special events and communicating with them. As you grow your network, you will become known as a “connector” who benefits others by your referrals and introductions.
Create win-win relationships by giving referrals freely, staying connected with others and pursuing new contacts on a regular basis. It takes work, but with lots of practice it becomes automatic. A great side benefit of networking is that you can also develop many personal friendships as well. Resolve to take the first step and introduce yourself to someone you can help by giving your first referral.
Build Your Wholesale Accounts/Exclusivity
Jul 26th
If you are a creative entrepreneur with a handmade or manufactured line of products, you may be doing some wholesaling, or selling to “the trade”. When you start wholesaling your line, the market is wide open for your products. You might attend a national trade show and start finding buyers from all over the country, or the world. Any account is fair game, and you should work with as many customers as you choose.
If your market is narrower, such as when you are approaching retailers locally, or if you have a significant presence in one city, for instance, you might start hearing some rumblings about exclusivity. Your customers may not be pleased to know that your work is being sold across the street from their store location. This is a legitimate concern, because stores generally like to have product lines that distinguish them from others and make them a destination for shoppers. Sometimes store owners feel that their competition is going after their product lines to copy their success.
Should you offer exclusivity to certain accounts, and how do you do it? This is a choice many manufacturers make, including small manufacturers (that’s you!) and can be advantageous. Consider the following factors:
- Rather than risk losing a great account, you might want to offer them exclusivity, such as a zipcode area or section of town. Some prospective customers will ask you this up front when considering whether they want to buy from you. Don’t give these terms easily. Consider what business you will be losing. How much will they buy from you? Is it worth it to turn down other accounts for this one? You may want to ask for a large enough order to justify these terms.
- You could sell to several retailers in one area, but offer them exclusivity on different collections in your line. This can work if you have an extensive product offering, especially if the look of the collections is quite distinctive, or one is significantly more expensive than the other.
- Consider giving exclusivity for a limited period of time. You can then evaluate whether this agreement is working for you and for your account without over-promising.
- If you work with sales reps, keep communication open about any exclusivity that you are giving to accounts. Your reps may also want to offer exclusives to customers, but should let you know first. Be up front with your accounts to head off mistakes.
- When you are selling to wholesale buyers who have more than one retail store, let them know if you have given other accounts exclusives near any of their locations.
- What if an account who has exclusivity isn’t buying enough of your product line to justify it? Be honest with them, and let them know if you feel you should no longer honor that exclusive because of volume. Try to resolve the issue – they may agree to purchase an agreed amount of your line to keep their exclusivity.
- Giving exclusivity can bring headaches, and generally should be used sparingly to land and keep lucrative wholesale accounts if necessary. Before offering this perk, make sure you consider the pros and cons for your business.
Advice from a RockStar Sales Rep
Jul 12th
Meryl Hooker is a nationally recognized award-winning sales rep, writer, speaker and all-around sales rockstar, and co-author of a new book, “Pushing the Envelope“. She has graciously written a guest post for artists and other creative entrepreneurs pursuing their dreams . . .
Focus Your Sales Pitch to Increase Your Sales
5 Steps to Getting Your Products Noticed
Tell me what your company does . . . in one sentence.
When I consult with companies that want help boosting their sales, this is always my first question. I recently met with a few first-time exhibitors at this year’s National Stationery Show. Besides the main goal of making sales, they all wanted to hire sales reps too. I started with the kick-off question, and here are some of the responses I received:
“I make letterpress cards that are fun and edgy, but sometimes whimsical, and make people feel good. And I use glitter sometimes, too.”
“I have something for everybody- recipe cards, children’s birthday, and some handmade collage pieces.”
“Well, my cards are whimsical and humorous, but I like to tackle tough situations like death and divorce.”
See how convoluted these are? If you cannot describe what you do in an intriguing, compelling sentence, you do not have a clear focus for your business. Without a clear focus for your business, how do you formulate a clear message in your advertising or marketing? How about your sales pitch to potential reps and buyers? As artists and business owners, we often want to make something for everybody in the hopes of increasing our sales, but the result is usually just confused potential customers.
So how do your achieve this magic focus? By developing a USP. Your USP is your Unique Selling Position or your Unique Selling Proposition. It is what sets your product apart from the competition and gives people a reason to buy your product. A USP defines your mission, your purpose and your identity as a manufacturer. While it is not quite a magical love potion that makes customers and reps fall for you, it is pretty close. An important part of product development (and sales, in general) is giving people a reason to buy from you, beyond just your charm and good looks.
Here are five steps you can take to develop your own USP.
1. What problem does your product solve or what do you make easier for your customer? A consumer purchases a washing machine because it helps them get the laundry done faster. Greeting cards allow people to express emotions they might not know how to on their own. How does your product help the purchaser?
2. What are the benefits of your product? Benefits are aspects of a product that answer the “What’s in it for me” question. Make a list of all the benefits of your product and then focus on the most prominent ones.
3. What are the features of your product? Features are facts about your products. Are your products made from recycled or repurposed items? Are the beads in your necklaces crafted by stay-at-home moms?
4. Who is your target audience (teens, moms, sports enthusiasts)? You may want everyone to purchase your products, but seriously, are your products really for everyone?
5. What does your product do that similar products do not, or, why is yours better? If you are the 15th company selling flower photography note cards, then you’d better have a compelling reason that buyers should purchase your cards. For the record, “because I made them” doesn’t cut it.
You should be able to get your USP down to one or two sentences. It is similar to having a business mission statement. The difference is a USP is targeted toward the actual product as opposed to what actions you are going to engage in.
Take a look around at other companies that sell similar products to yours, or even at other products you may already be purchasing. Try to identify those companies’ USPs and see how they are using it to develop their brand. Start with major, nationally distributed products since their USPs are easy to identify. Then, look at some smaller companies that you will not find in a big box store. How does your USP compare? Is it easy to identify? Is it easy to remember?
One way or another, you are going to need a USP. Otherwise, you are just another card/trinket/gadget competing for a buyer’s attention. Your USP may evolve as your line develops. In fact, it may completely change at some point. The important thing is to have a clear sense of what your product is and your specific target audience.
Now, go sell something!
Featured Artist Sarah Tomlin
