Understand Your Market - Every small business person has to understand his or her target market. They must know who they are marketing to and what that group of people values.
An artist who sells high-cost sterling silver and gold jewelry probably won't be selling to teenagers, whereas a funky artist who creates plastic jewelry out of shrinky dinks might. Artists need to continually think about who their work is intended for. This doesn't mean that they have to change their work to fit a different market, but instead find the market that is perfect for their work.
Artists can look for certain variables in the market to determine their target market. These variables include age, gender, financial affluence, geographic location, and even whether or not the target market are parents. Each artist or crafts person will have different criteria for assessing their target market, but they should continually be thinking about who could best use their products. For instance, a crafter making baby blankets probably wouldn't want to participate in an art show on a college campus. Even though there may be parents there, the concentration of parents would be less than if that crafter was at a street festival for families.
By understanding the target market and choosing to participate in events that appeal to that market, an artist can maximize his or her earning potential. Artists can also spare themselves the time, money and effort of participating in an event that doesn't adequately showcase their work for the right market.
Though no event is ever totally targeted to only one market, artists can use some smart business sense to pick events that will get them the most contact with their target market. In this way, artists can be even more successful and build a strong customer base.
Showing posts with label craft shows. Show all posts
Showing posts with label craft shows. Show all posts
Wednesday, March 3, 2010
V - Value Your Time and Work
Value Your Time and Work - Crafters and artists face a lot of competition when trying to sell their goods. Sometimes it is tempting to lower prices to compete with all of the other art businesses online. Though this is tempting, artists should never sell themselves short by devaluing their work. Instead, hold the work to a higher standard and take pride in your ability to offer a unique, high-quality product that customers will recommend to friends and family.
Though artists need to price their work realistically to compete, they need to find a comfortable price point that will provide them with an adequate hourly income (see L) and still produce regular sales. If the work doesn't sell at the price, it may need more advertising, marketing or exposure at art shows and events. Don't immediately drop prices if items aren't selling. Instead, give the business time to build a loyal customer base. This could take six months to a year. If, after the first year and excessive marketing, the sales are still slow, than it might be time to think about slightly lowering prices.
Though artists need to price their work realistically to compete, they need to find a comfortable price point that will provide them with an adequate hourly income (see L) and still produce regular sales. If the work doesn't sell at the price, it may need more advertising, marketing or exposure at art shows and events. Don't immediately drop prices if items aren't selling. Instead, give the business time to build a loyal customer base. This could take six months to a year. If, after the first year and excessive marketing, the sales are still slow, than it might be time to think about slightly lowering prices.
Z - Zapplication
Zapplication - Zapplication is a free online database of art shows. Zapplication allows artists to create an online portfolio and art show application that can then be used to apply to numerous shows throughout the United States. The site features some of the top shows in the United States and provides a simple format for artists to quickly apply to shows.
To use Zapplication, artists must sign up using a username and password. They must then upload pictures of their artwork and booth display. Zapplication requires that the images be a specific data size, but they offer help to adjust the images to be approved. Once the images have been uploaded and some basic business info has been entered, artists can search through a large database of shows and instantly apply.
To apply to any shows, artists can simply click on the shows they want and select "apply". Most shows require application or jury fees and these can be paid through Paypal (see P) directly from Zapplication. Once an artist's portfolio has been created, that same portfolio can be used to apply to numerous shows. It only take minutes to apply, making Zapplication invaluable to busy artists looking for art and craft shows.
To use Zapplication, artists must sign up using a username and password. They must then upload pictures of their artwork and booth display. Zapplication requires that the images be a specific data size, but they offer help to adjust the images to be approved. Once the images have been uploaded and some basic business info has been entered, artists can search through a large database of shows and instantly apply.
To apply to any shows, artists can simply click on the shows they want and select "apply". Most shows require application or jury fees and these can be paid through Paypal (see P) directly from Zapplication. Once an artist's portfolio has been created, that same portfolio can be used to apply to numerous shows. It only take minutes to apply, making Zapplication invaluable to busy artists looking for art and craft shows.
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