Carolyn Edlund, Founder of Artsy Shark and Executive Director of The Arts Business Institute, will be speaking at a two-day intensive workshop October 1-2, 2014 in Asheville, North Carolina. Find out more and register here.
HandMade in America is co-sponsoring the October workshop with The Arts Business Institute, which focuses on helping artists and craftspeople take their businesses from local to the national marketplace. Topics to be presented are:
The elements of wholesaling; how to structure your business for production; the wholesale selling process; terms and standard practices; how retailers think; presentation of your work; strategies for success.
Pricing for Profit
How to price your work correctly, stressing the importance of incorporating profit into your formula. How to calculate your costs, building perceived value and more. Pricing is one of the most misunderstood areas for artists, and can make or break a business.
Who is Your Customer?
How to find your target market, and develop new ones. Creating a profile of your ideal customer. Understanding what your customer values, and why they should buy from you.
Creative Marketing for Artists
Traditional and new marketing methods, with specific examples of creative and unusual ways that artists can get the message to their target audience. Free ways to get publicity and reach the press, drip marketing, email marketing, press kits, networking, even celebrity gifting. How to create a marketing calendar and more.
Branding Yourself and Your Work
How to brand yourself for the customer you want to reach, including tips for consistency, and building value. Using branding to portray lifestyle, and making your products more appealing to your potential customers; building a fan base loyal to your brand.
Selling Strategies for Artists
An exploration of different ways to sell. Trade shows, using sales reps, and selling wholesale directly to stores – with prospecting, follow up and closing techniques explained. How to sell to large retailers; selling one-of-a-kind work at wholesale.
What makes an effective booth display? How to design your booth space to create the look you want and the message you want to convey. How to use branding in your booth. Using photography, visual merchandising, signage and other techniques in your booth to make the most of your show experience.
Speakers include Wendy Rosen, founder of the Buyers Market of American Craft, NICHE Magazine and The Arts Business Institute, Carolyn Edlund, founder of Artsy Shark and Executive Director of The Arts Business Institute, and Megan Auman, artist, business speaker and founder of the blog Designing an MBA.