This document discusses trends in arts and crafts marketing. It notes that 2% of the population drives trends - they are well-educated travelers looking for unique items. Trends start in media and fashion then move to home decor. The gift market is 95% imports under $25. Handmade gifts sell for $125 on average and provide meaning. Holiday sales are 40% of annual for many retailers. The future includes public studios and multi-faceted artists. Telling one's story through tags, blogs and social media is important for promotion.
This document discusses strategies for embracing frugality in tough economic times. It summarizes the lasting impacts of the Great Recession, including high unemployment, precarious job security, and constrained household spending. It then provides 10 specific resourceful strategies people can use to reduce expenses, including couponing, reselling possessions, consigning items, thrift shopping, repurposing items, do-it-yourself projects, and using online resources. The document encourages sharing these frugality strategies broadly to help others who are still struggling financially.
Avi Kaplan, Director of Online Strategy, RadCampaign Twitter Handles: @MeshugAvi
Everyone wants their message to be the next viral sensation, but it’s harder than ever for nonprofits to break through. Don’t you need puppies and rainbows to have an impact on social media? What if your mission’s not that sexy? This session will focus on creative ways to make your cause relevant for a broader audience and a few smart strategies and tools to help you make an impact.
Creating an auction catalog is the first step towards a successful auction fundraiser. This presentation will cover ideas for "making the ask", conceiving the catalog, some item inspiration and more.
The document provides guidance on writing a memoir. It discusses how organizing one's memories into a written narrative can help make sense of the past and provide insight into who one has become. Writing a memoir allows one to share their knowledge, wisdom, and story with others. The document offers tips for gathering materials like photos and journals, conducting research, developing an outline and theme, writing drafts, and obtaining editing help. It also reviews options for publishing, including traditional and self-publishing routes, and provides pointers for marketing a published memoir.
This document discusses passion investments, which are collectible items from hobbies that increase in value due to rarity and popularity. It provides examples of vintage watches increasing in value as passion investments. The key points made are:
- Passion investments appeal emotionally and tell unique stories that cannot be replicated. Their value comes from the time period they were made.
- Rarity drives value, as vintage items cannot be replicated, unlike new products that face imitation.
- Advantages include fun from the hobby, inflation hedging, portfolio diversification, and potential high returns. Disadvantages include risk of a fad ending and lack of hedging options.
- Case material, provenance, and brand
Geek the Library Volunteer Training for Herrick District LibraryHerrickDL
Thank you again for volunteering to help with the Geek the Library campaign at Herrick District Library. This slideshow provides background information that it may help you to know in answering questions from the public at events you may staff. A paper copy of the slides will be provided in your event kit as well, but since there are 20+ slides of training material, it will help you to review the material in advance of the event so that you know where to find the answers you seek during your Geek session. Feel free to contact the Marketing PR Department, sdevries@herrickdl.org, with questions any time.
This document discusses strategies for embracing frugality in tough economic times. It summarizes the lasting impacts of the Great Recession, including high unemployment, precarious job security, and constrained household spending. It then provides 10 specific resourceful strategies people can use to reduce expenses, including couponing, reselling possessions, consigning items, thrift shopping, repurposing items, do-it-yourself projects, and using online resources. The document encourages sharing these frugality strategies broadly to help others who are still struggling financially.
Avi Kaplan, Director of Online Strategy, RadCampaign Twitter Handles: @MeshugAvi
Everyone wants their message to be the next viral sensation, but it’s harder than ever for nonprofits to break through. Don’t you need puppies and rainbows to have an impact on social media? What if your mission’s not that sexy? This session will focus on creative ways to make your cause relevant for a broader audience and a few smart strategies and tools to help you make an impact.
Creating an auction catalog is the first step towards a successful auction fundraiser. This presentation will cover ideas for "making the ask", conceiving the catalog, some item inspiration and more.
The document provides guidance on writing a memoir. It discusses how organizing one's memories into a written narrative can help make sense of the past and provide insight into who one has become. Writing a memoir allows one to share their knowledge, wisdom, and story with others. The document offers tips for gathering materials like photos and journals, conducting research, developing an outline and theme, writing drafts, and obtaining editing help. It also reviews options for publishing, including traditional and self-publishing routes, and provides pointers for marketing a published memoir.
This document discusses passion investments, which are collectible items from hobbies that increase in value due to rarity and popularity. It provides examples of vintage watches increasing in value as passion investments. The key points made are:
- Passion investments appeal emotionally and tell unique stories that cannot be replicated. Their value comes from the time period they were made.
- Rarity drives value, as vintage items cannot be replicated, unlike new products that face imitation.
- Advantages include fun from the hobby, inflation hedging, portfolio diversification, and potential high returns. Disadvantages include risk of a fad ending and lack of hedging options.
- Case material, provenance, and brand
Geek the Library Volunteer Training for Herrick District LibraryHerrickDL
Thank you again for volunteering to help with the Geek the Library campaign at Herrick District Library. This slideshow provides background information that it may help you to know in answering questions from the public at events you may staff. A paper copy of the slides will be provided in your event kit as well, but since there are 20+ slides of training material, it will help you to review the material in advance of the event so that you know where to find the answers you seek during your Geek session. Feel free to contact the Marketing PR Department, sdevries@herrickdl.org, with questions any time.
Seguimiento de dependientes del alcohol yo de la cocaína después de su salida...David Saavedra Pino
Este estudio piloto evaluó los efectos a corto, medio y largo plazo del tratamiento en Comunidades Terapéuticas para la adicción al alcohol y/o cocaína. Se entrevistó a 91 ex usuarios 1, 3, 5 o 10 años después de finalizar el tratamiento para analizar cambios en variables como consumo de drogas, salud, y comportamiento delictivo. Los resultados mostraron una disminución general en el consumo de drogas principales y una mejora en salud, relaciones familiares y problemas legales. Este estudio ofrece una
La política monetaria del Banco de México consiste en influir las tasas de interés para controlar la inflación. Al aumentar las tasas de interés, las personas prefieren ahorrar en lugar de gastar o pedir prestamos, reduciendo la demanda y los precios. El Banco de México otorga préstamos a los bancos comerciales a tasas más altas si anticipa inflación, lo que induce a los bancos a subir sus propias tasas de interés para desalentar el retiro de dinero y solicitudes de crédito con el fin de reducir la
The lecture as a trans medial pedagogical formNorm Friesen
The document discusses the history and evolution of the lecture as a pedagogical form. [1] It traces how lectures developed from oral readings in medieval times to the authorial performances of the 18th century to the dramaturgical effects of the 20th century. [2] The lecture is now seen as a hermeneutic event rather than just information transmission, creating an emotional connection between lecturer and audience. [3] New technologies allow lectures to be shared more widely and recreate the illusion of spontaneity central to the form.
El documento presenta un análisis DAFO del sector industrial de la provincia de Jaén. Identifica las debilidades como la baja productividad, especialización en actividades tradicionales y bajo nivel tecnológico y de I+D. Las amenazas incluyen la deslocalización de empresas y la aparición de nuevos competidores. Las fortalezas son el saber hacer en algunos subsectores y la existencia de sistemas productivos locales. Las oportunidades son los recursos naturales, las ayudas públicas y la posición geográfica.
This document contains summaries of two cultural awareness activities that can be used in an English classroom. The first activity involves analyzing a poem by Emily Dickinson about essential oils. Students read and discuss the poem to understand its meaning and how it reflects aspects of American culture. The second activity involves analyzing lyrics from the song "Red White and Blue" by Lynyrd Skynyrd. Students discuss themes in the song lyrics relating to American culture and values. The purpose of these activities is to increase students' cultural awareness of topics reflected in English language artistic works.
Advertisements are most memorable when they use repetition of jingles or slogans. Consumers pay closest attention to the beginning of an ad but the end is most impactful for memorability. Emotional ads that evoke a response are better recalled than purely informative commercials. Additionally, ads featuring sexual images can be an effective way to get men's attention and desired response.
Building Great Programs for Seniors: Presenter Outline (July 2020)ALAeLearningSolutions
The document provides many ideas for programming and services for senior citizens at libraries. It discusses ideas like technology training classes, book clubs focused on different decades, craft programs, health and wellness activities, history and genealogy programs, and more. The ideas are aimed at making programming accessible and engaging for older adults. Friends groups and volunteers are mentioned as ways to help fund and support senior programming. Partnerships with other organizations serving seniors are also recommended. The document contains a wealth of specific program topic ideas spanning areas like history, arts, health, technology, and more.
Katelyn Baroody, Assessment and Instruction Librarian, and
Liz Santobuono, Library Instructional Support Associate, Mildred & Louis Resnick Library, SUNY Delhi, Delhi, NY (FTE: 3,100)
Big Talk From Small Libraries 2020
February 28, 2020
http://nlcblogs.nebraska.gov/bigtalk
Jes Baily (https://www.linkedin.com/in/jesbailey/) održala je webinar u okviru n Starter-a na temu stvaranja zajednice u doba pandemije koju možemo kasnije da aktiviramo i konvertujemo u kupce.
Jes Baily (https://www.linkedin.com/in/jesbailey/) was a speaker at the new nStarter Webinar where she spoke about how to create a community in times of a pandemic that will later be activated and converted into customers.
2015 Building Programs for Seniors HandoutALATechSource
This document provides many ideas for programming and services for seniors at libraries, including no-fines policies, technology help, intergenerational programs, health and financial workshops, book clubs, crafts, history and travel themes, and partnerships with local organizations. It emphasizes making programs accessible, repeating popular events, and including social opportunities to support independence and quality of life for seniors.
Rosie Clarke Culture24 on marketing for museum volunteersRosie Clarke
Presentation given during a marketing training session for Victorian Nights North Norfolk volunteers by Rosie Clarke, Museums at Night Marketing Coordinator at Culture24.
This document provides an overview of a presentation about information literacy and the Chronicling America historic newspaper database. It introduces information literacy and its importance, discusses how to evaluate information sources using the CRAP test, and demonstrates how to search Chronicling America to access digitized historical newspapers. The presentation notes how newspapers provide important historical context but also reflects the biases and perspectives of their time. It emphasizes the need to consider both the credibility and context of information sources.
The document aims to dispel common misconceptions about China through an engaging presentation. It begins by introducing the presenter and their background as a Malaysian Chinese. It then addresses 8 common misconceptions, such as China being far away, the population being entirely Chinese, and Chinese food only consisting of dishes like sweet and sour chicken. For each, it provides context and perspective to present a more accurate view. The document emphasizes China's long history and cultural diversity. It highlights differences in daily life based on factors like age and lifestyle. Chinese festivals, thinkers, and values emphasizing family and social harmony are also briefly discussed.
Seminar at the Tales of the Cocktail festival 19 July 2018, powered by Beluga Vodka.
As long as we have had the word "cocktail", it has meant "luxury" - but what does "luxury" even mean nowadays? Join that modern-day Jay Gatsby, Philip Duff, for an examination of what luxury means in 2018 and how it has evolved, from royalty to craftsmanship to Veblen goods to modern-day experiential luxury, which often comes in the form of a reservation at an exclusive bar - or in a cocktail glass. Philip is joined by award-winning bartender Tom Lasher-Walker (New York, and formerly of The American Bar at the five-star Savoy Hotel in London, World’s 50 Best Bars #1 2017), Meaghan Levy (beverage manager at the five-star Pierre Hotel, New York), and mystery guest, "X", (a publicity-shy high-net-worth individual from New Orleans who loves a good cocktail and has some great stories to tell from the customer side of the luxury bar). What IS a luxury product? Where do they come from? Who's the real target market? What does "affordable luxury" mean? Who's this Veblen guy? You'll leave with a new understanding of what luxury is in 2018 and how you can apply it to your bar to better serve ALL your guests, whether its with PBR or in the PDR, whether dive bar or five-star, daily service or special-occasion. Bonus: All attendees will enjoy, among other goodies, sponsor Beluga Vodka's luxury Gold Line vodka together with caviar – but not how you might expect it
American Advertising Federation—Louisville
Professional Development Series
March 18, 2015
Learning Objectives:
• Gain a better understanding of the creative perspective
• Learn methods for working across functions
• Become more engaged in the creative process
This document discusses key aspects of building an authentic brand identity. It explores really knowing the brand's values, personality, and voice. It emphasizes the importance of storytelling, focusing on craftsmanship, sticking to roots over time, loving the work, immersing in markets, connecting with communities, and ensuring staff embrace the brand culture. Reading suggestions provide further information on authenticity, building brands, cultural changes, and modernization trends.
We walk around everyday with pre-existing stories that act as filters to what we read, see, hear and smell. We use what we know to make sense of a thing and pass a judgement on whether or not it fits within the narrative we choose to believe. We seek meaning, and much of that meaning is based on what we already know and accept to be true. In this session, participants will learn to use story-based strategy in their organizational analysis to think through and develop appropriate messages that will ring with their audiences. Story-based strategy & analysis helps us understand and more effectively frame narratives that are acceptable and believable to them. It also helps us think about how to challenge and contest narratives that work against our own strategies. This is an introduction to my course on this subject.
Pop culture refers to the everyday shared attitudes, beliefs, values and traditions that are reflected in popular forms like music, television, sports, films and fashion. It represents the likes and dislikes of millions of consumers and is constantly changing, bridging generations. Studying pop culture provides insights into cultural history, influence and impacts on individuals and society.
Seguimiento de dependientes del alcohol yo de la cocaína después de su salida...David Saavedra Pino
Este estudio piloto evaluó los efectos a corto, medio y largo plazo del tratamiento en Comunidades Terapéuticas para la adicción al alcohol y/o cocaína. Se entrevistó a 91 ex usuarios 1, 3, 5 o 10 años después de finalizar el tratamiento para analizar cambios en variables como consumo de drogas, salud, y comportamiento delictivo. Los resultados mostraron una disminución general en el consumo de drogas principales y una mejora en salud, relaciones familiares y problemas legales. Este estudio ofrece una
La política monetaria del Banco de México consiste en influir las tasas de interés para controlar la inflación. Al aumentar las tasas de interés, las personas prefieren ahorrar en lugar de gastar o pedir prestamos, reduciendo la demanda y los precios. El Banco de México otorga préstamos a los bancos comerciales a tasas más altas si anticipa inflación, lo que induce a los bancos a subir sus propias tasas de interés para desalentar el retiro de dinero y solicitudes de crédito con el fin de reducir la
The lecture as a trans medial pedagogical formNorm Friesen
The document discusses the history and evolution of the lecture as a pedagogical form. [1] It traces how lectures developed from oral readings in medieval times to the authorial performances of the 18th century to the dramaturgical effects of the 20th century. [2] The lecture is now seen as a hermeneutic event rather than just information transmission, creating an emotional connection between lecturer and audience. [3] New technologies allow lectures to be shared more widely and recreate the illusion of spontaneity central to the form.
El documento presenta un análisis DAFO del sector industrial de la provincia de Jaén. Identifica las debilidades como la baja productividad, especialización en actividades tradicionales y bajo nivel tecnológico y de I+D. Las amenazas incluyen la deslocalización de empresas y la aparición de nuevos competidores. Las fortalezas son el saber hacer en algunos subsectores y la existencia de sistemas productivos locales. Las oportunidades son los recursos naturales, las ayudas públicas y la posición geográfica.
This document contains summaries of two cultural awareness activities that can be used in an English classroom. The first activity involves analyzing a poem by Emily Dickinson about essential oils. Students read and discuss the poem to understand its meaning and how it reflects aspects of American culture. The second activity involves analyzing lyrics from the song "Red White and Blue" by Lynyrd Skynyrd. Students discuss themes in the song lyrics relating to American culture and values. The purpose of these activities is to increase students' cultural awareness of topics reflected in English language artistic works.
Advertisements are most memorable when they use repetition of jingles or slogans. Consumers pay closest attention to the beginning of an ad but the end is most impactful for memorability. Emotional ads that evoke a response are better recalled than purely informative commercials. Additionally, ads featuring sexual images can be an effective way to get men's attention and desired response.
Building Great Programs for Seniors: Presenter Outline (July 2020)ALAeLearningSolutions
The document provides many ideas for programming and services for senior citizens at libraries. It discusses ideas like technology training classes, book clubs focused on different decades, craft programs, health and wellness activities, history and genealogy programs, and more. The ideas are aimed at making programming accessible and engaging for older adults. Friends groups and volunteers are mentioned as ways to help fund and support senior programming. Partnerships with other organizations serving seniors are also recommended. The document contains a wealth of specific program topic ideas spanning areas like history, arts, health, technology, and more.
Katelyn Baroody, Assessment and Instruction Librarian, and
Liz Santobuono, Library Instructional Support Associate, Mildred & Louis Resnick Library, SUNY Delhi, Delhi, NY (FTE: 3,100)
Big Talk From Small Libraries 2020
February 28, 2020
http://nlcblogs.nebraska.gov/bigtalk
Jes Baily (https://www.linkedin.com/in/jesbailey/) održala je webinar u okviru n Starter-a na temu stvaranja zajednice u doba pandemije koju možemo kasnije da aktiviramo i konvertujemo u kupce.
Jes Baily (https://www.linkedin.com/in/jesbailey/) was a speaker at the new nStarter Webinar where she spoke about how to create a community in times of a pandemic that will later be activated and converted into customers.
2015 Building Programs for Seniors HandoutALATechSource
This document provides many ideas for programming and services for seniors at libraries, including no-fines policies, technology help, intergenerational programs, health and financial workshops, book clubs, crafts, history and travel themes, and partnerships with local organizations. It emphasizes making programs accessible, repeating popular events, and including social opportunities to support independence and quality of life for seniors.
Rosie Clarke Culture24 on marketing for museum volunteersRosie Clarke
Presentation given during a marketing training session for Victorian Nights North Norfolk volunteers by Rosie Clarke, Museums at Night Marketing Coordinator at Culture24.
This document provides an overview of a presentation about information literacy and the Chronicling America historic newspaper database. It introduces information literacy and its importance, discusses how to evaluate information sources using the CRAP test, and demonstrates how to search Chronicling America to access digitized historical newspapers. The presentation notes how newspapers provide important historical context but also reflects the biases and perspectives of their time. It emphasizes the need to consider both the credibility and context of information sources.
The document aims to dispel common misconceptions about China through an engaging presentation. It begins by introducing the presenter and their background as a Malaysian Chinese. It then addresses 8 common misconceptions, such as China being far away, the population being entirely Chinese, and Chinese food only consisting of dishes like sweet and sour chicken. For each, it provides context and perspective to present a more accurate view. The document emphasizes China's long history and cultural diversity. It highlights differences in daily life based on factors like age and lifestyle. Chinese festivals, thinkers, and values emphasizing family and social harmony are also briefly discussed.
Seminar at the Tales of the Cocktail festival 19 July 2018, powered by Beluga Vodka.
As long as we have had the word "cocktail", it has meant "luxury" - but what does "luxury" even mean nowadays? Join that modern-day Jay Gatsby, Philip Duff, for an examination of what luxury means in 2018 and how it has evolved, from royalty to craftsmanship to Veblen goods to modern-day experiential luxury, which often comes in the form of a reservation at an exclusive bar - or in a cocktail glass. Philip is joined by award-winning bartender Tom Lasher-Walker (New York, and formerly of The American Bar at the five-star Savoy Hotel in London, World’s 50 Best Bars #1 2017), Meaghan Levy (beverage manager at the five-star Pierre Hotel, New York), and mystery guest, "X", (a publicity-shy high-net-worth individual from New Orleans who loves a good cocktail and has some great stories to tell from the customer side of the luxury bar). What IS a luxury product? Where do they come from? Who's the real target market? What does "affordable luxury" mean? Who's this Veblen guy? You'll leave with a new understanding of what luxury is in 2018 and how you can apply it to your bar to better serve ALL your guests, whether its with PBR or in the PDR, whether dive bar or five-star, daily service or special-occasion. Bonus: All attendees will enjoy, among other goodies, sponsor Beluga Vodka's luxury Gold Line vodka together with caviar – but not how you might expect it
American Advertising Federation—Louisville
Professional Development Series
March 18, 2015
Learning Objectives:
• Gain a better understanding of the creative perspective
• Learn methods for working across functions
• Become more engaged in the creative process
This document discusses key aspects of building an authentic brand identity. It explores really knowing the brand's values, personality, and voice. It emphasizes the importance of storytelling, focusing on craftsmanship, sticking to roots over time, loving the work, immersing in markets, connecting with communities, and ensuring staff embrace the brand culture. Reading suggestions provide further information on authenticity, building brands, cultural changes, and modernization trends.
We walk around everyday with pre-existing stories that act as filters to what we read, see, hear and smell. We use what we know to make sense of a thing and pass a judgement on whether or not it fits within the narrative we choose to believe. We seek meaning, and much of that meaning is based on what we already know and accept to be true. In this session, participants will learn to use story-based strategy in their organizational analysis to think through and develop appropriate messages that will ring with their audiences. Story-based strategy & analysis helps us understand and more effectively frame narratives that are acceptable and believable to them. It also helps us think about how to challenge and contest narratives that work against our own strategies. This is an introduction to my course on this subject.
Pop culture refers to the everyday shared attitudes, beliefs, values and traditions that are reflected in popular forms like music, television, sports, films and fashion. It represents the likes and dislikes of millions of consumers and is constantly changing, bridging generations. Studying pop culture provides insights into cultural history, influence and impacts on individuals and society.
The Chicago Zoological Society operates Brookfield Zoo, which receives over 2 million guests annually. They analyzed two key audiences - Latinos and African Americans - who are underrepresented among members and staff compared to the local population. Focus groups found that these groups value fun, active, educational family experiences at the zoo. To increase membership and attendance from these audiences, the zoo diversified advertising images, tested different marketing strategies and membership lists, and saw increases in Latino and African American membership households and non-member visits. Further steps include developing more inclusive messaging and examining membership offerings and on-site presentations.
Handout for Building Great Program for Seniors WorkshopALATechSource
The document provides an overview of program ideas for seniors, including trends and topics that are of interest. It discusses the characteristics and interests of different generations, such as the Greatest Generation and Baby Boomers. A variety of program topics are suggested, such as health and fitness, safety, technology training, crafts, music, and books. The document emphasizes offering a variety of low-cost, educational, and social opportunities tailored to seniors' interests in independence, social engagement, lifelong learning, and more. It also provides ideas for expanding existing clubs and recurring events for seniors.
The document summarizes the 2013 annual meeting of the Extreme History Project. It discusses projects including publishing a book on Fort Parker, producing a documentary, and conducting oral history interviews. It also outlines goals such as securing funding for archaeological work at Fort Parker and creating educational events and materials. The financial report reviews fundraising strategies including membership campaigns, merchandise sales, and grant applications.
The cultural imperative, global trends in the 21st century, h1, h2 h3 om howestDirk Laverge
- Climate strongly influences culture by affecting factors like work ethic, social interaction norms, diet, and humor. Cold climates promote industriousness while warm climates engender more open socializing.
- Religion profoundly shapes culture through impacts on conflicts, languages, writing systems, and societal norms. The major world religions all originated in core regions and diffused cultural features outward.
- Both climate and religion establish deep-rooted, long-lasting effects on cultural worldviews, values, and behaviors that distinguish different human groups.
Fifth Town is an artisan cheese maker located in Prince Edward County, Ontario. It was founded to demonstrate sustainable small-scale dairy farming and improve access to local, sustainable food. Fifth Town operates according to five principles: producing green, raw milk, fair trade, clean, and county cheeses. It works with local family farms and invests in the local community through charitable donations and education. Fifth Town has experienced success, growing from 5 to 16 employees and expanding its customer base and distribution network. It faces challenges in managing shareholder relationships and maintaining its social mission as the business grows.
1. Ahead of the Curve:
Trends for Today
The Arts Business Institute 2009
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2. When to Jump
• Timing
• Audience
• Demographics
• Psychographics
12. Future Predictions
1) Art Branding
2) Generational
Transition
3) Collector Club
Growth
4) Artist Owned
Galleries
& Public Studios
13. Our Slice of the Pie
Design for….
2% of the population.
the well-educated, well-
traveled and well-
heeled.
They want things that
are unique and
different.
14. Where Trends Begin
• Movies
• Television
• Fashion to Décor
• Museum
blockbusters
15. Marketing Trends
• Target new
audiences.
• Develop multiple
personalities.
• Segment your
market.
• Manage info well.
• Educate. Inform.
17. The Gift Marketplace…
Under $25,
Under 25 years
Global market
95% Imports
Knock-Offs
Reps vs Makers
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18. The Handmade Gift
• $125 Average Retail
• Meaning & Message
• Intimate connection
• Honoring
• Non-Comparable price
• Unique
• Future Heirloom
• Personally selected
19. Gifts to Ourselves… Our Home
• Time
• Space
• Individuality
• Values and
beliefs
• Self-
expression
20. What’s Your
Style?
• Culture
• Education
• Family Background
• Your Beliefs
• Skills
• Message
• Regional Style
• Life Experiences
21. The Economics of Xmas
• Oct thru Dec = 40%
• 58% of Americans not
cutting back on Xmas.
• Sales depend on the
calendar… how many
Saturdays between
Thanksgiving and
Xmas.
• When is Chanukah?
• Gift card growth 48B
23. What’s Out…
• 1) Representational
animals.
• 2) Common fruits &
vegetables.
• 3) Hobby craft style
• 4) Molded collectibles
• 5) Generic pets
• 6) Any style found at
WalMart or Hallmark.
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24. Creating Demand / Fill Needs
• Outside the norm
• Tribal groups
• Artistic
• Multi-Cultural
• High-Tech talkers
• Big Ticket buyers
• Squeezed for time
25. The Studio of
the Future
• Production
• Limited Edition
• One-of-a-Kind
• Public
• Classroom
• Multi-faceted
• Multi-Identity
26. Telling Your Story…
…or Pushing Your Brand
• Hang Tags
• Studio Blog
• Personal
Appearances
• Co-op Adv
• Trunk Shows
• Post Cards
• Facebook
• Twitter
27. Craft History
• Post Civil War
• Industrial Exchanges
• Settlement Houses
• Post WW2 - College
• Post Vietnam -College
• Main Street
• 14 Billion Craft Sales
• DIY Scene
Editor's Notes
If you thought I’d get up here and “whisper green chairs or candles you might be really disappointed in this workshop. To be successful, your designs must work always come from your soul... not from a Montgomery Wards catalog. But identifying trends will allow you to maximize the salability of your work will have in the marketplace.
All of us certainly remember the line in the movie, The Graduate ... when a relative approaches Dustin Hoffman and whispers one word... Plastics . Yes, in the 60’s plastics were IN ... But by the time “everyone” knows about a trend it’s probably too late to profit from it. You must know your audience, you must know about their homes, their careers, their income and their habits. Demographic info covers the hard stats: household income, occupation, age, family status. Psychographic data tracks the habits and interests of a person.
To be successful, your designs must work always come from your soul... not from Vogue Magazine. But identifying trends will allow you to maximize the saleability of your work will have in the marketplace.
Do you make art that matches the sofa? If you make vessels that are more than 18” wide... you need to know that shelves are rarely that depth. This is a piece by the artist Mark Peiser… fortunately he knows his audience…high end glass collectors who put his pieces on pedestals and in museums.
The high tech trend of the past decade has changed our living spaces to accommodate monitors, hard drives and modems. High tech is not a fad... it’s a permanent change in the way we live... trends impact our lifestyle, long term.
Fads are very temporary. They first appear on television or a runway and are likely to be product, or design specific. The dictionary defines a fad as “an interest followed with exaggerated zeal; "he always follows the latest fads"; "it was all the rage that season" In other words a flash in the pan! But some fads can become trends… the Ipod is just one example.
Understanding what’s going on in the lives and minds of people who are craft collectors is your job as an artist. Understanding who is likely to become a future collector is a challenge that we tackle everyday as we search for new readers of AmericanSyle magazine. They are the first generation of college educated adults. That college education is what changed their view of the world. They have expectations and demands that their parents never had. In a competitive marketplace of endless selection ...they have learned alot about design. They have a education that often includes... some visual education... they are the first generation to demand good design . Now entering their 40’s they are approaching the peak of their careers and income potential.
What makes a person you meet today interesting ? It’s probably not their job, sports or even their religion... chances are they have something they will share with you as an identity that separates them from other people you may know.... They have “something” to talk about... they have a new “country club ” it might be traveling, scuba diving, hot air ballooning, short wave radio, computer chat lines, woodturning or art collecting . And they are hungry for new experiences and continued education... Today when most daytime college (non-computer) art classes are shrinking to the point of extinction.... the evening continuing education classes are filled with professionals with a passion, seeking a diversion from their boring lives as lawyers and accountants... they are returning to night school to study jewelrly making, ceramics and woodturning! Are they your future competitors? Maybe! But most likely they are your future collectors!!! Today the marketplace is coming to you!... The path to collectors is getting clearer and easier every day! If you’re going to start along the path be prepared for the dips and bumps in the road... there will be many! Learn to adapt and change. Successful artists are quick change artists. Strategies have to change to meet today’s demands. When I entered this community sixteen years ago I discovered a group of creative people who wanted to move forward in a new direction... to invent a new industrial revolution for things made by hand with thoughtful purpose.
Our very narrow focus actually embraces a wide range We serve art collectors in all phases of their collecting careers from the new x-gen consumer looking for “affordable” art, designer jewelry and decorative accessories to the established fine art collector that also enjoys functional art, decorative arts as well as investment art glass sculpture worth $50,000+.
The United States has never been viewed as a source for cutting edge designs. The world always looked to Europe for The For most of the last century the United States was not viewed as a source for cutting edge designs. The world always looked to Europe for trends. Even today we see the word “imported” used to define better quality and better design. But over the past 50 years we have created a distinctively American style - one that is recognized and appreciated everywhere because it expresses our national traits of energy, high spirits, and enthusiasm, rather than borrowing from European models."
I think that in the next few years we'll see mature studios looking for ways to establish their brand so that it will be easier to build and transfer business value. Just in the past five years collectors clubs have begun to sprout Just in the past five years collectors clubs have begun to sprout up everywhere. This will offer a whole new range of opportunities for private studios and galleries who will learn how to work the "social" side of the business. More and more artists are opening up their own commercial galleries and public studios. A trend that's here to stay!
Can craftspeople afford to ignore trends? It really depends on where the trends come from. Department stores are full of product ideas and designs that have been in the marketplace for ages. There are no trends at the mall. These large stores don't take "risks". They can't afford to make any mistakes… so they carry what everyone else carries. The result is that in any mall you see the same merchandise over and over again. Craft retailers on the other hand are looking for what's unique not what's the same! We create for a narrow, well educated consumer seeking a new or different look.
Where do you look for trends? Some trends come from museum blockbuster shows that have multiple city tour venues. Movies, Vogue magazine, and hot new TV shows are another source. (Ex: Regis' monotone shirts and ties). Fashion trends are later transferred into home décor trends. Customers for craft art are not part of the mainstream population... Less than 2% of the entire population are potential customers for works priced at $500 and up.
There was a time when this “basketmaker” finally realized he could show in (or rather around) top museums. Potters: Ikebana, creamatoria. Here’s what you can to to find new direction: 1. Target New Audiences. Hundreds of new television channels are begining to revolutionize the marketplace. WETA... You will be selling and educating on television to a larger audience than you ever imagined. Selling to broader audiences means learning how to package and design for people who have lower level visual skills. QVC helps us educate an entirely new audience about crafts. QVC viewers do not follow our normal demographic profile of a craft collector. 2. Develop Multiple Personalities. Not schizophrenia... With more market opportunities to serve every segment--- artists will have multiple lines, personalities and business identities to protect some market segments from others in different interest groups, price points & regions. territories. Artists who make work with written text messages, quotes and poetry are also selling to a broader audience... people who buy because of the message not only because of the color and form. 3. Segment Your Market as the marketplace grows and your opportunities increase you will find a need to separate The expansion of on-line computer and television selling will force retailers and artists to find ways to prevent customers from price comparision. You design work for different audiences and in a broader range of price points. Private labels will be just one of the ways to keep customers from shopping for lower prices on the same item. Designer label promotion will grow. 4. Manage Information and Customers. The most important asset for artists and retailers will be information on each collectors lifestyle, and pshchographic profiles about your customers. What do they eat? Where do they live? What type of lifestyle? Chances are they are more educated and less rich... Lists will be available to help you target collectors with previous purchasing history that reflects what you want to sell! 5. Learn Creative Retailing Techniques. Some retailers will become landlords for lease departments or shelves. This cooperative gallery concept is already a tradition in Japan where artists consign, stock shelves and co-op with department stores. 6. Become a Retailer. One of the fastest growing trends right now is the emergence of artists who have opened their own galleries. 7. Put more time in the studio and less in business management. Communication tools like “broadcast faxing” will help you keep in touch with galleries and collectors in a more personal and on a more frequent basis. 8. Find the Educated and the Affluent. Evaporation of the middle class. Increase of the poor and the upper class will provide a larger market for products for the afflluent. 9. Watch the Big Guys. Superstores will force small retailers to look for more high end and ususual products that can’t be found in superstores. Superstores will be on the cutting edge of how “not” to do business. They will canibalize vendors to increase profits by even a small amount. 10. Teach Visual Education. It started with television. It continued with the birth of desk top publishing. Your creative and visual learning skills are far above that of your collectors.. and most of your prospective collectors. Use hang tags, brochures and creataive packaging to teach design, form and function. Society is poised to take a leap as we absorb and use information we’ve gathered from more and more visual learning experiences. Today everything we read has more pictures, more color, more graphics to help us immediately comprehend the impact of the written word. 11. Become Multi-Cultural. Increased travel and mobility have placed us in a position to embrace other cultures as never before. Multiculturalism is growing at an incredible rate. Gift shops are carrying more and more products that are distinctly african-american. Christians are purchasing Chanukah menorahs to light beside their Christmas trees... Americans are desperately seeking the answer to that age old question... Who Am I? and Where do I come from? What they are really wondering is ... Where Am I going! But seeking out our roots and cultural ties helps us find balance in a high-tech world.
They will buy merchandise for it's spiritual value not it's investment value or social status. They want " added value " with every purchase, whether it's information, function, care info, philosophy, artist lifestyle background and more... they want to know that their purchases and life choices have special They will They will buy merchandise for it's spiritual value not it's investment value or social status. They require a high level of service, support and quality. In today's world, consumer consumption is a tonic for societies’ ills.
While the “Gift Show” relies on selling products to customers under the age of 25. The Gift marketplace in contrast with the craft marketplace is where “fads” are born.
The craft marketplace is designed to attract more affluent mature consumers. The average gift sold in a craft gallery, sells for about $125 retail. These are not casual gifts, they are offered to close family members or for very special occasions . Handcrafted gifts are special because of their uniqueness , but crafted gifts are also special due to the fact that they are made by a special person, expressing an idea, feeling or personal aesthetic .. The gift category is an important part of any craft art product line. The $50-75 wholesale item is a foundation item that is often the foundation of your business.
For most of us, our lives are much alike . We parent , work , sleep, and reside in a space called home . Each home is a set of rooms with flat walls, doors and windows. Despite the commonality of all these elements each home is different. It is a private world created by an "individual" and it is that individuality that separates us from each other. Craft and art gives each of us the opportunity to be "more" unique, more different . In a world of mass production... we have to work harder at our individualism . When we are small children we begin to project values on objects and to create powerful associations with them. From toys to food we create opinions , likes and dislikes, in an every expanding environment until we develop our own sense of self-expression through the environment we create for ourselves. Self-expression through the selection, purchase and arrangement of items for our environment is in itself a healthy pursuit. It can help us confirm our values and share our ideals with others.
The work you create is very different from the products of the industrial and technological age where products are designed and manufactured to appeal to hundreds of millions of consumers. You are making objects to appeal to a narrow specialized market of well educated consumers. Today the number of college educated consumers is growing at an incredible rate. In addition, cable television networks and the Internet is providing all of us with continuing education throughout our lives. The explosion of college educated adults is fueling the marketplace for art. Each year the audience for contemporary art and crafts grows.
For most shops and galleries more than 40% of their entire years business sales volume happens during the last 90 days of the calendar year.
Farm animals. (cows, roosters, hens, chicks, pigs) Common fruits and vegetables. 3. Hobby craft style. 4. Small molded collectible items. 5. Common or generic pets (kitties, puppies) 6. Whatever you find at Hallmark stores or Wall-Mart.
The demand is there . All you need to do is to design products that coincide with the ideals they hold dear. They are like us members of many tribes and groups... some are ecological, some are individualists, some are artistic, some are travel and multi-cultural enthusiasts, some are high-tech talkers, big ticket buyers or squeezed for leisure time, and above all boomers are cynics. It is your work that gives them hope and nurtures the little voice in them that tells them that individual people can still make a difference in this complicated world.
Twenty years ago the craft community was one emorphous group of people... today we identify ourselves as by depth of activity... as professionals, educators, amateurs or hobbiests by media... glass, metal, ceramics, wood by design... traditional, transitional, or contemporary by audience or work type... production, limited edition or one a kind. And just as we “labeled” everyone--- they are changing, evolving and crossing over into new categories.. and into a more complex multi-faceted identity . Production artists with solid studio businesses are now discovering that there is time for exploring one-of-a-kind work again... and they are surprised to learn that those same production galleries that sell $65 boxes and bowls have nutured their customers and can now sell work that is priced up to $3,000! Educators are discovering like other professionals that job security is a thing of the past. The erosion of tenure slots at every university has forced them to put one foot outside the ivy towers of academia into the reality of the marketplace... for the first time they are learning how to make and sell their own work! And in the process --- they have become better teachers because for the first time they are bringing the real world into the classroom. One of a kind artists - like Dale Chihuly have discovered that to protect the value of his $40,000 pieces in the secondary auction market he needed to cultivate younger baby boomer collectors. The way Chihuly approached the problem was with work that sells for less than $3,000. The walls of ego, elitism and arrogance in the 3d art market are crumbling down. Why? The new collector... is the child of World War II parents. They are babyboomers... They were at Woodstock- together!
Telling your story doesn’t come once in a while… everything you do must connect with your story. Each piece on a shelf, each show, each mailing piece, each blog entry, each facebook photo. Start with Hang Tags and a post card for mailing. Next add the blog and facebook page. Co-op advertising pairs up well with your trunk shows and personal appearances. Twitter is a great tool for instant messaging galleries and/or collectors. Keep separate identities for your wholesale and retail customers.
The 20th century has been one of tremendous change - from horse and buggy to the moon, from pen and ink to computers, telephones, faxes and cell phones, and the American craft movement has also experienced phenomenal growth. For the first 40 or 50 years, much of the American public viewed crafts as rurally produced, utilitarian objects, like baskets, and bread boards. However, contemporary crafts have evolved into a diverse and sophisticated art form as well as a $14 billion dollar industry. Craft as a culture has performed as a way to explore, express and ultimately define the values of our generation. During this past century, craft has been at the forefront of discouraging the growth of a throw-away society. It has shown us a way to value the natural resources in our environment. Thoughtfully handmade objects have also helped us find peace by helping understand the importance of our homes as refuge and sanctuaries. Craft is an important element in defining who we are and how we fell about the part we play in society. It is amazing to realize that art has grown from the patronage of royalty, church, and patronage of the wealthy to the patronage of millions of passionate collectors. We've come a long way!"