So You Want to Sell Your Stuff
Marketing Seminar
By Nick Cook

Why do you want to sell your stuff? And, just who do you think is going to buy this stuff you have been making?

Packaging Yourself and Your Artwork

• Creating an image

  Develop a distinctive logo or name. Use it on everything. Continuity is very important.
  Business cards are your first impression. It needs to have impact but keep it simple.
       Who are you?
       What do you do?
  How can you be reached?
  Letterhead & envelopes
  Invoices & mailing labels
  Thank you cards
  Price tags
  Care instructions
  Bags & boxes

• Maintain an up-to-date biography / resume

  Where your work can be seen
  Recent shows
  Presentations, workshops and seminars
  Collections
  Awards
  Calendar of upcoming events

• Keep an up-to-date portfolio of recent work

• Press releases

• Advertising

  Brochures & flyers
  Postcards
  Catalog
  Posters
  Media

Selecting the Right Market

• Retail Craft Shows

  Impulse buyers
  Less expensive items sell best
  Large, one-of-a-kind pieces attract attention
  Inexpensive to get into
  Generate cash flow
  High visibility
  Establish mailing list
  Get commissions
  Gallery contacts

• Wholesale Craft Shows

  Expensive to get into
  Sophisticated buyers who know quality
  More of a businesslike atmosphere
  Must be able to fill order. Do not sell more than you can produce
  Establish terms with first time buyers. Ship first order COD
  Learn lingo, ie keystone!

• Gallery / Gift Shops

  Visit the shop if possible, meet owner / manager
  Talk with other artists represented
  Consignment or buy outright
  Cold call vs appointment
  Respect their time
  Learn lingo
  Create point-of-purchase display to help sales
  Turned down? Why? Get referrals for other shops or galleries in the same area where your might fit in better with product mix or price line.

• Mail Order / Internet

  How do you create demand for product?
  Advertise in publications

  Special interest
  Regional
  National
  Yellow pages
  Fund raisers
  Web links

  Direct mail advertising

  Postcards
  Catalogs
  Brochure
  Envelope stuffers with other businesses

  Telemarketing
  Develop and/or purchase mailing
  Establish minimum orders
  Establish terms – credit cards, COD, deposit with order
  Be prepared to package and ship orders

  Stock packing supplies or have someone else do it
  UPS, FedEx, Postal Service, motor freight
  Depends on size, weight and how fast it needs to arrive

• Direct Studio Sales

  Usually a small percentage of total volume – really depends on location and traffic you might get through your space
  Must spend more on advertising and promotion
  Hang a sign – identify yourself and your work
  Press releases
  Open house
  Separate workspace from display & sales area
  Establish regular hours of operation
  Use an answering machine or voice mail
  Be prepared for interruptions

• Commissions

  Get it in writing

  Prepare a written proposal
  Establish timetable
  Sign a contract
  Get a deposit
  Submit progress reports

  Get photographs

  Work in progress
  Finished installation

Getting Into Shows

• Create a calendar of events

  Directory of shows
  Show dates
  Deadline for applications
  Consider dates

  Fall and Christmas shows are usually best
  Many spring shows are also good

  Consider location
  Consider distance and time between shows
  Allow enough time between shows to replenish stock
  Consider other commitments

• Applications – You can’t get in if you don’t apply

  SASE required by many shows – Once involved, applications will start appearing regularly – You will get on more and more lists.
  Follow instructions

  Quality slides – label as directed and include one of booth
  Entry fee – usually non-refundable – should be proportional to quality of show
  Get application in on time – Do not wait until last minute!

Develop A Business Plan

• Set goals and lay out plan for achieving them

• Establish timetable

• Full time or part time – How many hours per week can you spend?

• Develop a calendar

  Shows
  Deadlines
  Seminars & workshops
  Conferences & trade shows
  Speaking & teaching engagements
  Production time
  Research & experimentation – developing new products & techniques

• Develop mailing lists

  Individuals

  Buyers & prospective buyers
  Prospective students

Business

Galleries
Arts organizations
Schools & institutions
Show promoters
Designers & architects
Corporate collectors

Media

Local newspapers
Trade publications
Regional publications
Radio & TV

• Prepare promotional materials

  Biography / resume / press kit

  Galleries
  Shows
  Education
  Awards
  Collections
  Slides and/or prints of work
  Photo of yourself at work
  Copies of published work & articles

• Design and construct booth and display materials

  Keep it simple & uncluttered
  Neutral colors – Do not display wood on wood – major conflict
  Must be portable
  Must be flexible – booth space varies in size
  Safe – no loose wires or ropes – sturdy – wind & rain resistant
  Light the work

• Record keeping is a must – this is a business!

  Establish separate checking account
  Separate charge cards for business use
  Establish credit with suppliers
  Establish Visa/MasterCard merchant accounts – may also look at Discover & American Express
  Get a business license
  Charge & report sales tax
  Keep track of expenses
  Use established business procedures
  Get help if necessary – organizations like SCORE and SBA
  Contact local arts council
  Insurance – American Crafts Council has special arrangements for artists

Public Relations

• Press Release – your cheapest form of advertising

Who, what when where and how – Use inverted triangle – most important information in the first paragraph followed by background or support (filler)
Include black & white photo – remember newspapers are people oriented – send photo of yourself working – not your work
Sent to local media, trade publications and arts organizations
Allow plenty of time – magazines are laid out up to four month prior to hitting the news stands – newspapers require 3 to 4 weeks

• Press kit

  Additional background on yourself in case someone wants to do an in-depth story – expanded biography and more photos

• Announcements

  Postcards, notes, flyers, brochures or even posters to announce upcoming show or event

• Personal appearances

  Speak and/or demonstrate as often as possible

  Gallery openings & shows
  Artists at school programs
  Civic groups
  Arts organization
  Trade shows & equipment demonstrations

  Get published – write articles for trade and other publications – AAW Journal is always looking for material on new techniques, tools, equipment and materials
  Jury local arts & crafts shows
  Volunteer at local museum – curate exhibitions
  Apply for local, state and national grants
  Make donations of artwork to charitable causes and other fund-raisers
  Join arts & crafts organizations – get involved

• Networking

  Join local, regional and national organizations

  American Association of Woodturners
  American Crafts Council
  Woodworking guilds
  Crafts guilds
  State & local arts councils
  Museums
  Civic groups – Chamber of commerce
  Business networking groups – Business Network International

  Participate in workshops, conferences and seminars
  Attend and/or teach at arts & crafts schools & workshops
  Conduct your own workshop or conference
  Conduct private workshops and one-on-one, hands-on instruction
  Resource directories

  Individual listings
  Listing with gallery
  Paid advertising
  Develop your own directory with other crafts people

  Subscribe to and read crafts & trade publications

  Crafts Report
  American Crafts
  American Woodturner
  All are great sources of information, inspiration & ideas

  People & places
  What’s happening?
  New products & techniques
  New sources
  Where to show & much more

Pricing Your Work

• The toughest job you will have
• Add up all the cost involved in the production of work

  Raw material
  Processing materials
  Freight
  Overhead – rent, insurance, utilities, depreciation & maintenance
  Expenses – office supplies, postage, professional fees, etc.
  Selling expenses – business cards, letterhead & envelopes, photography, advertising, show fees, sales trips, etc.
  Education – seminars, workshops, conferences & trade shows
  Entertainment
  Auto expenses
  Travel expenses – airline tickets, food & lodging on the road
  Tax preparation & legal fees
  Your time – your most valuable asset

• Once you have added up all the costs, add a profit margin to come up with the actual selling price. What you get is another matter all together. You end up charging whatever the market will bear.
  
  
• Consider these factors

  Cost of running your woodturning business
  Income you need to maintain your lifestyle
  Price public is willing to pay for your artwork
  Competition
  General economy

• Mark only retail – You can always discuss discount with legitimate wholesale buyers.
  Never have a sale or mark down items at shows
  If you have a retail show in an area where you have a retail shop or gallery handling, let them know before. Get business cards from the dealer and let your customers know that your work is available locally anytime. Always sell your work at the same price as your dealer – Never undercut their prices.

• Marketing is not selling – It is the act of creating a demand for or interest in you and your products and services.