NCECA Musings

Just back from the 43rd NCECA conference in Phoenix. The largest gathering of clay folks this conference provides the oportunity to chat with many artists, to hear some interesting talks and to see dozens of exhibits around the city. I was fortunate to be chosen to moderate a discussion of strategies for thriving in the early 21st century. I want ot share a couple of the ideas that came up. First, getting a friend/collector to have a home show featuring your work, this would be a new version of the Avon party. You and the host combune lists and invite the viewers. And second, someone thought it could be helpful to have a benefit for a local charity as part of your studio sales. The charity gets a percentage of your sales that day. You get their mailing list and the support of committed supporters of whatever charity you choose.

The Power of Positive Appearances

I write today to focus on the importance of appearing successful. Shoppers and buyers want their interactions with craftspeople to be fun and efficient. They are drawn to people whose appearance suggests a certain level of success. It's our job to provide this. There are many components to appearing successful. Among them, the way we dress when we're out selling our work. Invest in an outfit or two to wear in public, keep the studio clothes in the studio. Be certain you have displayed your work thoughtfully with the appropriate props, ie food/flowers. The way we behave in public is also an element. It's important that we appear proud of our work and our focus be on selling it. Each person gets a greeting and we're not doing anything that distracts our attention from then and our work. Our efforts to appear successful will be rewarded with increased sales.

Getting The Price Right

Be certain, people will continue to shop. It's important that they choose to buy your work. But it's more important that they pay the right price for your goods. Are you sure you're getting the price right?? How do you know that your wholesale prices will cover your expenses. Are you tracking your overhead costs and your marketing costs?? Do you use a Costs Worksheet as you develop new product and do you have a Pricing Sheet that helps you pull together all the information needed to price product correctly. If not I suggest you take a look at The Pricing Game in my book and at the forms to be used for determining the correct price.

Getting to Tomorrow

I am filled with thoughts about how we in the crafts world can plan for our success in the next decade. The times are uncertain, but one that that is for sure, our field is driven by survivors. The scale of our businesses allows us to adjust to changing times far better than the larger manufacturers who need months or years to change their products and marketing. I will begin to post some of my product development and marketing ideas here and invite you to do the same.

2009

I have neglected this site for nearly a year while I've been writing, teaching and running the gallery. As I read and experience what is happening to the crafts marketplace I am drawn back to this blog as a way to get ideas out to even more people. Therefore I intend to post often here and hopefully begin a conversation that will be helpful to you as you navigate your careers in 2009. This is going to be a challenging time for us, however I see clues that the consumer may be prepared to reward the handmade. I get regular mail from George Little Management, the promoter of the New York Gift Show. This morning's contained the following Trend Report that offers clues to what may be a clue to what we can look forward to.
TREND REPORT: JUSTIFIABLE REWARDS
Gifting has become less of a reflection of the heart, and more a consideration of coin. Consumers will reach for the price tag before their wallet, opting for small but meaningful gifts. However, many still have disposable income for premium goods. Status is increasingly attached to scarcity—the more unique, one-of-a-kind, or limited edition, the more desirable. “Because I want it” just isn’t good enough these days to merit an indulgent purchase. Fortunately, there are still justifiable exceptions. Handmade items are always a hit, and quality counts. Artisan, ethnic, and regional design speak to consumers, encouraging the sale. Products that do good for the environment make people feel good—another prompt to purchase.Retailers may need to refresh their knowledge of “Sales 101” basics, by offering greater service and product knowledge, upselling, and closing. E-commerce offers a recession-resistant marketing solution.
This is all about us! We make the things we sell, we provide the best customer service around and who can be more knowledgeable about the product than the maker.

New Business Tips

New Business Tips



This is a little piece I wrote for the Lark Books Website, perhaps it will be helpful here. donald

Be clear that you are a manufacturer and you produce a product albeit it a very creative one. Behave like a manufacturer, know the marketplace, find the best prices on materials, research shops and galleries, pursue all avenues for selling your product and know your competition. Perhaps the most important tool you can use to accomplish this is the Internet. I think it is essential for the 21st century craftsperson to understand the value of the Internet as a source of supplies, and information and perhaps as time goes by an outlet for your products.

Visit several craft shows and even more retail outlets selling products similar to those you plan to make. Take along index cards; make notes of related products and their prices. Look at materials being used and production techniques. Watch for any color, lifestyle or materials trends that may be developing. Then return to your studio and make notes about the impact of what you have seen on your plans. As a creative person you don’t want to be driven by the marketplace, however if you are planning to make a living from your craft you will of necessity have to compete in the bigger marketplace.

Develop a small but complete line. Price it right. Wholesale buyers and retail shoppers buy from depth. For different reasons they both want to see complete thoughts. Jewelers do best when they offer a design in earrings, necklaces and bracelets. Functional potters have to produce all the dinnerware pieces. It is essential to price your product correctly. To do this you must have accurate records of the cost of materials; the labor involved in creating a product, and the expenses that will be incurred selling it.

Write an accurate business plan. Typically the business plan is a tool used to procure financial assistance. I believe the plan is an essential tool for starting off right with a new business even if there is no financing involved. Writing the plan forces the craftsperson to think through their ideas for product development. Further it asks you to develop the steps necessary to get the product to market and to determine that there is a need for the product. These are three essential elements for growing a successful and profitable business. There are a number of books that will help you generate this tool.

Create a budget for the first year of your business. I can’t emphasize the importance of this tool. Fiscal responsibility is essential if you are to grow your business and prosper. I like the idea of 2 two budgets, one for production costs and another for marketing costs.

And finally build a network of people in your field. One of the most important indicators of success is the people you interact with. Your network can help you locate materials, find the right outlets for you product or build your customer base. Don’t forget the Internet, it is an added tool you can use to build and stay in touch with your network.

WELCOME

I am anticipating this blog will become a place for me to share the information I have gathered from my long and multi-faceted career in the handmade word. That information is in my book, Making A Living In Crafts, now however I want to broaden the base and include the lively interchanges of the blog community. I am particularly interested in hearing from and working with the legions of DIYers who may be thinking of turning their hobby into a business.

Further, I look forward to the informative conversations that invariably begin between creative bloggers. I invite you to begin the posting either sharing information or posing questions.