Welcome to my new blog! I am very excited to add this very special feature to the website. I have a unique perspective. I am a full-time artist. I make a living selling the jewelry I make. I am a store owner. I run an artisan co-operative that features the work of very talented local and regional artisans. I have an extensive background in marketing, public relations, sales and served as the Director of a Chamber of Commerce. My business background has been the key to my success. I know what they do in the corporate world - and it works. I tackle my day to day operations as if I were still in a corporate environment - expecting results from my efforts and evaluating what I do. This blog is dedicated to artists. I have seen so many artists over the years, both professional and just starting out. We are kindred spirits. So many talented artists struggle when it comes to marketing their work - or more to the point, themselves. We can be shy and introverted. We aren't always good at tooting our own horns - I know I always want the work to speak for itself. I truly believe the cream rises to the top, but have learned more of what motivates customers to buy - and knowledge is power! Customers Love A Story I am beginning this blog with .......the artist bio. Yep. The dreaded bio. It is a must have. Let me explain. We are in a very unique time. Americans are turning away from cheap items made in China and looking for something Made in America. Handmade is even better. If you are an artist that is looking to display your items in a retail environment, you need to create your bio. First of all, the bio - placed with your work, stakes your real estate in the store. It should be our goal to lay claim to a presence in stores in our regions/country. Once you have a presence in the store, when your merchandise is beginning to run low, the store owner is more likely to re-order to keep the area looking full. If you were merely mixed in lets say with other jewelry in a beautiful jewelry display case, you might get lost or worse yet - disappear when your last item sells. As a shop owner, I am very aware of displays that are getting empty and re-order what I perceive to be "holes" in my inventory mix. Once you have captured the customer's eye, you need to build your brand. Customers will buy from an artist over and over if they like what they make and have had a favorable reaction when given as a gift. To be sure you build on the power of the bio, make sure you provide small business card -sized bio cards that go with every piece of your work when it is sold. This is very, very important. This take-away card will further promote you as an artist as well as provide a "story" for the store/gallery to sell. That brings me to the main point of this first blog: Customers love a story - tell them one. If you can be memorable in some way - you are halfway there. Make it easy for the store to sell your "story" and you will be successful. Read more about the impactful bio in my next post - |
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CategoriesBasic Marketing Materials |
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