When I was 19…or 20 …hell, not 36, I registered my first business. I had no idea what I was in for. Still a college student at Emerson College, my only resource had been the SBA. While the SBA was full of beautiful people that believed in me and my goal and fed me on another level, they knew nothing about marketing ART WORK but it was here that my TRUE education would begin. The pursuit or my bachelors in film was still goin’ on, but now I was going double duty getting my other degree in “Self Employment”. I had nothing . Okay well, nothing but a line of fine art prints that I’d worked two jobs the entire summer to be able pay to publish under the notion that I, ME, MYSELF would distribute them single-handedly. Now I had no idea how lofty some of this goal was, but in hindsight it’s best I didn’t. Had I known how much this was going to require of putting the “internal me” on the table, I never would have moved forward. But I did, and got them EARLY. In this situation, ignorance was truly bliss and in hindsight chock full of some PRICELESS lessons in regard to the nature of self employment and more specifically being a self-employed ARTIST. Learning the ins and outs of the market places or arts festivals provided me a serious classroom. Not only was I figuring out what worked and didn’t, the best way to display my work or my favorite: how to get over feeling so naked while everyone examined your work that had been created from this very private, personal, isolated place. ….Though I’ve gotten over it now, my body still can recall the feeling. Eesh!
Sometimes when doing arts festivals here, I’ve noticed people get really stressed out if the day does not grant them the desired result. I admit, I kind of hate to hear people stress over this, not saying I don’t understand it. Most times the situation doesn’t permit me time to respond with everything I’d like to say. There are a few things I’ve learned over time that have helped make market places and festivals less of a monster. Initially I was putting this out for a specific market place here but I figured it may be worth sharing. …I know I had no “manual” and there was no facebook or even internet at the time so hopefully it will help someone else. I’m sure I’ll be adding to this list later, but here are just a few brief things that may help other entrepreneurs and artists too. Perhaps later we can get more in-depth…..:
CREATE SOMETHING FRESH AND NEW TO SELL
Even if its only one thing amidst your regular inventory, create something new! I’ve found that it gives me some incentive and more motivation for the day of the event. Not to mention, something else to feature to my existing clients and another reason to reach out to them.
MARKET! MARKET ! MARKET!
Create your own flier to circulate! If you don’t have one or are unable to have one made, utilize the materials the arts cafe (or any other organization) distributes. While it is about us, it’s ultimately about YOU getting the sales and traffic that you need for that day. It also doesn’t hurt to send out your own press releases about yourself, who you are, what you do and that you can be seen at the Saturday Arts Cafe. While we do have an obligation to market this event we don’t know everyone! This cafe is marketed by one person and another reason why you are able to get space for the low, low price of $35. ….This cafe (and any other market place or show) is nothing without a little collective work and responsibility.
REACH OUT TO YOUR EXISTING CLIENTEL, SUPPORTERS, FAMILY & FRIENDS
This cafe was designed to support those without a regular storefront or location to consistently show their work. Let “your people” know where you are going to be for the month so that they may stop by and support ! Because they are already fans of yours or family, they will be most inclined to not only attend, but possibly bring you new clientel.
TAKE ADVANTAGE OF THE GALLERY TIME OFFERED
All participants in the arts cafe may use an hour in the beautiful Cousins Gallery if they choose at no additional cost. Workshops are a great way to allow people to get up close and personal to you and what you do. You can give a lecture or talk about your work or a particular piece, demonstrate a how-to, teach a short class, PERFORM, you name it! SHOW people what you do and/or open up their minds to something new! …They will thank you for it.
KEEP AN E.MAIL LIST AT YOUR BOOTH
You probably already have one but if not, invest in a small notebook and keep a pen handy to track your traffic, what products someone was interested in or to simply remain connected to those that visit your booth. When you add them to your database be sure to make a note of where you met them. It may not be that same day, but eventually you may gain a new customer.
CREATE PURCHASE INCENTIVES
It never hurts to put one item on special for the day or send a coupon to “your people” via e.mail before the event for them to use on a purchase the day of!
For example: “20% off my bracelets at the arts cafe” or “$5 off your purchase of $25 or more”! If you want to take it one step further, offer some freebies! Do you have small inexpensive items like, buttons, key chains, a magnet, etc??? Offer one of your freebies with the purchase of another item or discounts for referrals! You can even be creative and offer something like a free chocolate chip cookie “with the purchase of” to the first 5 people that stop by! ….Whatever you like!
BRING SOMETHING TO DO
Time is money and money is time. So if you have to be in one spot for five hours, make sure its a win win for you by bringing something to work on while your there to ensure it’s time well spent. That way when things are slow, you’re not really losing time because it’s allowed you time to work and what you’re working on can often serve as a conversation piece to passers-by. Art is an automatic ice breaker many times. This cafe is about educating patrons on the process involved in making art. Don’t just do what you do, SHOW what you do so that people also get educated on the work that goes into making your product. Sometimes gaining greater understanding of the process can be a major selling point and help someone to have a greater respect for your craft.
PRACTICE ACCEPTANCE
I’ve been doing festivals and market places for about 12 years now. One thing I’ve learned is that sometimes you make lots of money and sometimes you make none. It doesn’t mean it was anything did or didn’t do, had or didn’t have. It helps to accept that we don’t know everyone’s financial situation (especially these days) or decision-making processes when it comes to purchasing, we can only hope that at the end of the day it worked in our favor. But above all, we must accept that it comes with the territory in this business. Sometimes I ask myself this before I agree to do it: “Will I be okay if I don’t at least make my money back that I put in?” And if the answer is “No”, I don’t go. This is also a perfect time to get reacquainted with the saying, “It’s not whether you win or lose, it’s how you play the game”. Did your booth look nice? Did you have a good time? Were you organized and prepared? Did you make some good connections? Get good response to your work? Sometimes these things count as a win just as much as a financial gain (but I know the $$$ helps!).
FOLLOW UP
After the event is over, and you’ve given them something to remember you by (even if it’s just a good business card) most of us know the work doesn’t stop there. Send a follow-up e.mail to the new names added to your e.mail list letting them know that you appreciate them stopping by and they are now on your e.mail list. Use the list to keep them involved in what you’re doing and keep yourself on THEIR radar.
~Good Luck
Makin the buck
and continue to strive
….in Studio5 ~
OTHER RECENT
Blogs
heaDshoTz: ‘The Process’ {not a short post, but the process never is}
