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From artist to arts business
- 1. From Artist to Arts Business Presented by Ed Lawrence Arts Marketing Director Kentucky Arts Council
- 2. From Artist to Arts Business DISCLAIMER Any reference to commercial resources or products in this presentation does not represent an endorsement from the Kentucky Arts Council, a state agency in the Tourism, Arts and Heritage Cabinet. Presented by Ed Lawrence Arts Marketing Director Kentucky Arts Council
- 3. On your mark, (establishing your business) get set, (preparing for shows) (pricing) Kentucky Crafted Program GO!
- 4. On your mark • • • • • • Naming your arts business Establish email FaceBook page vs. profile Website Checking account Mailing address
- 5. On your mark • Type of business structure – https://secure.kentucky.gov/sos/ftbr/FAQs.as px • Naming your business – https://secure.kentucky.gov/sos/ftbr/welcom e.aspx • Sales and use tax permit – http://revenue.ky.gov/NR/rdonlyres/6D219FE 3-329D-4535-AF6DA1C5275C23A0/0/FAQSalesandUseTax62112. pdf
- 6. Registering your business • http://onestop.ky.gov/start/Pages/default.aspx
- 7. Non- juried shows • Inexpensive • Good exposure • Friendships with fellow vendors • Feedback from customers • Often for a good cause • Build community Juried Shows • A lot of research, applications and calendar keeping • Costly Investment • High Risk • Promotional Value • Better customers • $$$
- 8. Getting into Juried Shows – Quality – Sample selection – Photos – Artist statement/marketing copy – Pricing
- 10. Sample Selection
- 11. Sample Selection
- 12. Photos
- 13. Photos
- 14. Photos
- 15. Photos
- 16. Photos
- 17. Photos
- 18. Narrative • • • • • Your product Your process Your life Your inspiration KISS (keep it simple and short)
- 19. Narrative
- 20. Preparing for Shows • • • • • • Read the show rules Bring carts/tools Snacks Inventory Till/Charges Printed materials
- 21. Booth Design • • • • • • • Accessibility Lighting Color Simplicity Light weight Safety Dress Rehearsal
- 22. Booth Design
- 23. Booth Design
- 24. Booth Design
- 25. Booth Design
- 26. Booth Design
- 27. Booth Design
- 28. Print Materials • Business Cards
- 29. Print Materials • Wholesale sheet
- 30. Print Materials • Wholesale sheet
- 31. Media Tools • • • • • • • • Email Telephone FaceBook Website Other Social Media Newsletters Blogs Press Releases
- 32. Pricing ! Affirmation Mad money Making a living
- 33. Always start at wholesale ! Affirmation Mad money Making a living
- 34. Starting at wholesale (Affirmation) • Cost of materials • Entry fees and prep costs • Shipping • Business fees • Promotional materials
- 35. Starting at wholesale (Mad Money) • Cost of materials • Entry fees and prep costs • Shipping • Business fees • Promotional materials • Studio costs • Your time This would be a good time to get a business plan in the works.
- 36. Making a Living WARNING: ATTEMPTING THIS WITHOUT A BUSINESS PLAN MAY BE DANGEROUS TO YOUR HEALTH, YOUR FAMILY AND YOUR CAREER AS AN ARTIST.
- 37. Starting at wholesale (Making a Living) • Cost of materials • Entry fees and prep costs • Shipping • Business fees • Promotional materials • Your time • Overhead • Equipment • Labor • Professional Services • Wholesale Show Costs • Profit
- 38. Value No matter what price is set for a piece, the value remains theoretical until the work is sold.
- 39. Getting to a retail price Keystone = Wholesale x 2 New keystone= Wholesale + shipping x 2
- 40. Retailers Realities – Rent – Overhead – Employees – Shipping costs – Turnover of inventory – Keeping it fresh NEVER UNDERCUT YOUR RETAILER
- 41. You as a Retailer at Shows – Booth Fees – Travel – Food and Lodging – Labor costs – Profit
- 42. Market Realities Will it bear the price? If not… • How can you produce for less? • Are you selling to the right customers? • Are you reaching the geographic markets that can bear the price?
- 43. Business Building • • • • Create value for your work Find your customer and your market Develop a following Selling faster than you can make it? Raise your prices. Hire people do the work you don’t want to do. Take on an apprentice.
- 45. Kentucky Crafted Application • August 15, 2014 • http://artscouncil.ky.gov/Opportunities /KyCrafted.htm • Photos and samples • Independent jury • Read guidelines carefully
- 46. Kentucky Crafted Assessment 1. Artistic Excellence (70%) • Clarity of artistic vision • Demonstration of a cohesive body of work • Technique, including attention to detail 2. Marketability (30%) • Effective marketing copy • Digital images • Pricing
- 47. Benefits
- 48. Benefits Kentucky Crafted: The Market
- 52. Buyers Market of American Craft
- 53. Buyers Market of American Craft
- 54. Buyers Market of American Craft
- 55. Reciprocal Shows
- 56. Arts Council Exhibits • Kentucky Visions at the Capitol • Governor’s Derby Exhibit
- 58. Referrals Governor’s Awards in the Arts
- 59. Referrals Kentucky Chamber of Commerce
- 62. Promotions and Cooperative Advertising Opportunities • Give a Gift from Kentucky • Holiday Gift Guide • American Craft Week
- 64. Kentucky Peer Advisory Network • Consultancy paid for by arts council • Match areas of expertise with needs – Booth design – Business planning – Marketing materials – Web design – Social media consulting • Year-round application
- 65. Application Timeline • Available online- March, 2014 • Online deadline – August 15, 2014 • Mail in paper application with supplemental materials- August 20, 2014 • Sample delivery to Frankfort – September 15, 2014 • Notification - October, 2014
- 66. Basic Application Requirements • • • • • • • Proof of residency Sales and Use Tax Permit DUNS Number Sized digital photos uploaded Pricing information Marketing copy Narrative – Artist Statement – How you create your work – How you learned to make your work
- 67. If you are not accepted into the Kentucky Crafted Program • It’s not personal • We want you to succeed • Be open to advice for product development or application improvement • Try again
- 68. Individual Artist Programs • Al Smith Individual Artist Fellowship and Emerging Artist Awards tamara.coffey@ky.gov • Architectural Artists Directory kate.sprengnether@ky.gov • Folk Arts Apprenticeships mark.brown@ky.gov • Kentucky Crafted Program ed.lawrence@ky.gov • Performing Arts Directory tamaara.coffey@ky.gov • Teaching Artists Directory jean.stjohn@ky.gov
- 69. Organizational Resources • Kentucky Arts Council • Kentucky Artisan Center at Berea • Kentucky Guild of Artists and Craftsmen • Kentucky Museum of Art and Craft • Local guilds and arts organizations
- 70. Planning Resources • Small Business Administration • Small Business Development Centers
- 72. Trade Journals • • • • • • Sunshine Artist Magazine Crafts Report Niche Magazine American Craft Magazine Giftware News Ceramics Monthly
- 73. Our Call for Artists Postings http://artscouncil.ky.gov/Opportunities/ART_Visual.htm
- 74. Web Learning • • • • • Right Brain Business Plan CreativeLive Hubspot Arts Business Institute Art Fair Insider
- 76. Printing • Vistaprint • Modern Postcard • PS Print
- 79. Newsletter Hosting • Mail Chimp • Constant Contact
- 81. Resources Available through Arts Business Institute
- 82. Trade Shows • Kentucky Crafted: The Market • Buyers Market: The American Made Show • ACRE • Atlanta Gift Mart • ACC Baltimore • New York Now
- 83. Thank you • • • • Ed Lawrence 502-564-3757, ext. 473 ed.lawrence@ky.gov www.artscouncil.ky.gov