Marketing Art - Marketing for Artisans and Craftspeople


Published on

Fran Redmon teaches MARKETING to Kentucky artisans and craftspeople participating in the Kentucky Small Business Development Center program, Access To Market.

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Marketing Art - Marketing for Artisans and Craftspeople

  1. 1. MARKETING ART ACCESS TO MARKET Kentucky SBDC July 26, 2013 Eastern Kentucky University Fran Redmon 2013
  2. 2. AGENDA • Marketing Overview • Plan to Plan • Branding • Marketing Strategies • Develop the Plan Fran Redmon 2013
  3. 3. WHAT IS MARKETING? Fran Redmon 2013
  4. 4. The Four P’s Product Place Price Promotion “Putting the right product in the right place, at the right price, at the right time.” THIS IS THE OLD MODEL… Fran Redmon 2013
  5. 5. The Four C’s THE NEW MODEL… Consumer Cost Convenience Communication “MORE CUSTOMER BASED” Fran Redmon 2013
  6. 6. It’s Holistic… Not just about promotion or communication Integrated across all aspects of the business from product development to the consumer Effective marketing is not an afterthought There is no silver bullet Fran Redmon 2013
  7. 7. Plan to Plan Based on an understanding of… Fran Redmon 2013
  8. 8. What are your goals? SALES & PROFIT MARGIN require an understanding of: • Production required to achieve • Costs of all business activities • Wholesaling & retailing differences • Matching skills to tasks • Promotion needed to achieve Fran Redmon 2013
  9. 9. Who is your customer? Demographic – age, income, education, location, etc. What need does your product fill? Lifestyle & interests Societal Influences Behaviors, i.e. how to reach them Retailer needs Fran Redmon 2013
  10. 10. Wholesaling vs. Retailing Industry has changed More options than just shows Consider your local competition Think about whether you want to invest more time producing, or more time selling Fran Redmon 2013
  11. 11. Aspects of Retailing Producer receives 100% of retail sale price Producer incurs 100% of costs of selling to customer Provides one-on-one customer interface Higher percentage of time involved in sales Less time available for production Higher percentage of income for each item is allocated to cost of selling Limited production Fran Redmon 2013
  12. 12. Aspects of Wholesaling Producer receives 50% of retail sale price Producer incurs 0% of cost in selling to retail customer Producer incurs costs of selling to retailer Smaller percentage of time involved in sales Higher percentage of time involved in production and design Smaller percentage of income from sales allocated to the cost of selling Easier to maintain contact with buyer Easier to obtain repeat orders Requires volume production Fran Redmon 2013
  13. 13. Your product’s attributes? Functional/practical Emotional Care Instructions, ease of use Customization Fringe benefits provided, customer service Fran Redmon 2013
  14. 14. What promotional opportunities are available? Shows – wholesale and/or retail Media/Editorial Internet – web, social media, e-commerce, etc Public Relations Advertising Direct Marketing Word-of-Mouth Fran Redmon 2013
  15. 15. Product Design & Market Utilize marketing activities to gather feedback Product collections may require varied promotional activities Niche markets?? Fran Redmon 2013
  16. 16. Marketing Pricing Marketing activities impact pricing Budget reflects marketing expenses, including your time • Research • Travel • Phone Calls Integrated approach Fran Redmon 2013
  17. 17. Branding The goal of branding is to identify a unique look that is immediately recognized, presented consistently over time, and associated specifically with you and your product. Fran Redmon 2013
  18. 18. A promise to your customer…. Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes user loyalty Fran Redmon 2013
  19. 19. How to Brand….. What is your unique selling proposition?? • Why would I do business with you over anyone else? • What can your product do for me that’s unlike others? • What can you guarantee me that no one else can? Fran Redmon 2013
  20. 20. Fran Redmon 2013
  21. 21. How to Brand….. Define the Message Develop tools Use to inform choices Consistent & Professional Not always one size fits all…. Plan ahead and think long term Fran Redmon 2013
  22. 22. Tools for Branding GRAPHIC DESIGN Fran Redmon 2013
  23. 23. Fran Redmon 2013
  24. 24. Fran Redmon 2013 Kentucky Crafted: The Market TV ad, 2007
  25. 25. Fran Redmon 2013
  26. 26. Tools for Branding Photography Fran Redmon 2013
  27. 27. Fran Redmon 2013 Richard Adams Stephen Powell Dan Neil Barnes Diana Colgate Photo by Pattie Davis
  28. 28. Fran Redmon 2013 Laura Lynch Philis Alvic David Appalachian Crafts, Photo by Geoff Carr Deb Chenault, Photo by Robbie Hacker
  29. 29. Tools for Branding BUSINESS NAME & LOGO ® ™ Fran Redmon 2013
  30. 30. Fran Redmon 2013 Design by Garry Redmon Design by Garry Redmon Design by Garry Redmon Design by Amy & Dave Pender
  31. 31. Working with Graphic Designer Fran Redmon 2013
  32. 32. Tools for Branding Fran Redmon 2013
  33. 33. Tools for Branding Fran Redmon 2013
  34. 34. Tools for Branding Video - demonstrating technique Web-based booth presentation Written Descriptions & Bios printed materials show submissions web based Fran Redmon 2013
  35. 35. Tools for Branding Web Applications Social Media Web page Blogs Understanding of Printing Procedures Computer Applications - Publisher, In-Design Working with designers and printers, research their needs – communicate your needs Digital printing vs. Offset printing Fran Redmon 2013
  36. 36. Tools for Branding Customer & Show Research Mailing Lists Research shows Customer follow up and feedback Fran Redmon 2013
  37. 37. MARKETING STRATEGIES Fran Redmon 2013
  38. 38. Low-cost Options Email – E-News Press Releases Public Relations Social Media Artists Directories Fran Redmon 2013
  39. 39. Low-cost Options EMAIL Address unique to your business vs. Reduces printing and mailing costs Preferred form of communication E News Fran Redmon 2013
  40. 40. Low-cost Options PRESS RELEASES Editorial Media Appearances Fran Redmon 2013
  41. 41. Low-cost Options PUBLIC RELATIONS demonstrations customer service discounts local tourism, community involvement, etc volunteering donations join up! positive persona Fran Redmon 2013
  42. 42. Low-cost Options SOCIAL MEDIA Facebook Twitter LinkedIn Pinterest Vine YouTube Instagram Blogs Yelp Fran Redmon 2013
  43. 43. Low-cost Options Artists Directories Craft & Art Orgs Chamber of Commerce Tourism Fran Redmon 2013
  44. 44. Paid Options Media Kits Printing/Mailings Advertising Shows & Fairs Home Studio/Retail/Open House Web Page Commerce Sites Fran Redmon 2013
  45. 45. Paid Options MEDIA KITS Fran Redmon 2013
  46. 46. Paid Options PRINTING & MAILINGS Brochures & Catalogs Postcards & Show Announcements Gift tags & Packaging POP Displays Business Card Thank You Cards Stationery Fran Redmon 2013
  47. 47. Paid Options ADVERTISING Print Media • Local & National • Trade & Retail • Show Directories Television Radio Web Fran Redmon 2013
  48. 48. Paid Options Fran Redmon 2013
  49. 49. Paid Options Shows & Fairs Trade Shows Retail Shows Combination Fran Redmon 2013
  50. 50. Paid Options RETAIL SHOWS Requires frequent attendance One-on-one interaction Many options available May require jurying Must evaluate carefully Fran Redmon 2013
  51. 51. Paid Options WHOLESALE TRADE SHOWS Craft, general gift or specialty Can be expensive Access to large potential audience Access to seminars Opportunity to do research Many with proven track record Future unpredictable Fran Redmon 2013
  52. 52. Paid Options HOME STUDIO/RETAIL SHOP Takes time away from craft production Increases overhead costs May need to add other products May involve need for employees Needs a marketing strategy Fran Redmon 2013 Judy Geagley By Hand, Tollesboro
  53. 53. Paid Options WEB PAGES Use of logo and color consistent with product How or where to buy Organized visuals Bio or Artist Background - accolades Directions Personal photo Video Blog Fran Redmon 2013
  54. 54. Fran Redmon 2013 Write about yourself and your art in the first person. Why do you make art? Why are you an artist? How do you use art to express yourself? Being able to answer these questions is good no matter what the circumstances. On your website, people who feel like they're getting to know you, like they're connecting a human being with your art, are more likely to buy than people who don't make that kind of connection. –
  55. 55. Fran Redmon 2013
  56. 56. Fran Redmon 2013 Design by
  57. 57. Fran Redmon 2013
  58. 58. Fran Redmon 2013
  59. 59. Fran Redmon 2013
  60. 60. Paid Options E-Commerce Sites Fran Redmon 2013
  61. 61. Direct Mail Expensive Difficult to identify potential customers Better if combined with other marketing Target to special event or activity Use generic template for re-use Digitized printing has made more accessible Fran Redmon 2013
  62. 62. Working with Retailers Must give proper discount to retailers (50%) Determine if prices are competitive Know your break-even point Fran Redmon 2013
  63. 63. Working with Retailers Determine best sellers via retail experiences Be able to make a case for products Compare work to items similar in same market Fran Redmon 2013
  64. 64. Working with Retailers Fran Redmon 2013 What Kentucky Retailers Want “The Kentucky Craft Market “ University of Kentucky Gatton College of Business & Economics, 2000
  65. 65. Wholesaling Tools PRODUCT LINES May need to develop a specific wholesale line Not all items have to wholesale Know best product mix for retail environment Grasp of production capabilities Fran Redmon 2013
  66. 66. Directly to Retailer Visit store in advance Make an appointment Be prepared Don’t expect retailer to suggest price Fran Redmon 2013
  67. 67. Wholesaling At Shows SALES Terms of sale Minimum order Pricing sheet and order forms Check credit references Quality photography Printed materials Fran Redmon 2013 C.O.D. Pro Forma Net 30 By Dollar By Quantity Logo Business Cards Brochure/Postcard Tags Point of Purchase Display Artist Bio/Statement
  68. 68. Wholesaling Tools SERVICING THE RETAILER On-time delivery On-going communication Return/exchange policy Custom orders Product education Product development Fran Redmon 2013
  69. 69. Product Development Retailers want new products Is a pro-active aspect of your business Research in ongoing Gives you a competitive edge Keeps you excited about your work Fran Redmon 2013
  70. 70. Product Development Cycle Fran Redmon 2013
  71. 71. DEVELOP THE PLAN Fran Redmon 2013
  72. 72. Goals for Marketing IDENTIFY NEEDS & STRATEGIZE Shows needed to meet or expand current sales? Increase sales by adding new accounts. Identify a new niche market advertise in a new publication or attend new event Develop new marketing strategy or offering to expand current product line Adapt current product to target a new audience Reach out to the media to obtain free publicity Fran Redmon 2013
  73. 73. Staging the Plan Budget List activities Break into tasks Set deadline for each Work backwards Adjust as needed Build in tools for evaluation Fran Redmon 2013
  74. 74. Fran Redmon 2013
  75. 75. Fran Redmon 2013
  76. 76. Staging the Plan SAMPLE TASKS - “PRINTED BROCHURE” • Mail to current Retailers • Packing Kentucky Crafted Market • Printing Deadline • Review Printer’s Final Proof • Artwork to Printer • Review Designer’s Proof • Graphic Designer • Draft Copy • Review and Select Photos • Photography Shoot • Develop Price List • Photo of Booth from Berea Craft Festival – 6 months Fran Redmon 2013
  77. 77. Tasking the Plan Fran Redmon 2013
  78. 78. Evaluating the Plan Show Attendance/Sales Coupons Giveaways or Discounts Informal Surveys Web traffic & Feedback Fran Redmon 2013
  79. 79. Thank You….Happy Marketing!! Fran Redmon - KPAN Consultant Fran Redmon 2013