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Category: Marketplace Mondays

Silent Sales People – Do You Use Them Effectively?

Silent Sales People – Do You Use Them Effectively?

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Does your product packaging and point of purchase display sell the product? You are missing out on an important opportunity if your answer is no. The way you present and package your product can help to sell it, even if you aren’t there to explain and sell your product. The packaging can be a silent sales person and help to increase your revenue and promote your overall brand.

Like a book is judged by its cover, your products will be judged by their packaging and presentation. This doesn’t necessarily mean that you should box up your hand-made fiber pieces, but adding a band of paper around a felted soap, for example, gives extra space and opportunity for you to draw interest to the soap, build your brand and ultimately close the sale. If you’ve already developed hang tags for your products, that may be enough “packaging”, but some items may need more explanation than you can fit on a small card.

When you’re developing your packaging, remember to keep it consistent with the rest of your presentation of your artwork. Some of other points to think about are:

  • Can you make your packaging “green”? Try to use recycled materials or a package that can be re-purposed.
  • What about adding that little something extra? Perhaps a small piece of yarn or ribbon tied around the product. For our gift wrapping at The Purple Pomegranate (my store), we use purple boxes, raffia to tie around as a ribbon and a small pick to go in the bow made with a purple dried pomegranate and a piece of eucalyptus. Customers love the extra touch of the pomegranate and the wrapping is instantly recognizable as being from The Purple Pomegranate.
  • When you develop your packaging, keep you target audience in mind. The packaging would be different if your items were intended for children as compared to products sold for men.
  • If you can, take a look at what your competitors do. Can you develop packaging that is completely different from what your competitions does? Use colors or textures that make your product stand out from the rest.
  • Make sure to give as much information as you can. Remember that this information is helping to sell your product. Give instructions on how to use the product, tell what the “ingredients” are and most important tell a story. Give the consumer enough information to make a decision about buying.
  • Finally, make sure that your price is showing clearly. This is very important in a retail environment as many customers are hesitant to ask about price.

For those of you who sell your products online, “packaging” is how you show your product online, the quality of your photographs and also the presentation when the customer receives the product. Even though they might not see the packaging before they buy, a customer who receives a product with that “something extra” in the packaging, will be more likely to buy again and tell all their friends about you. So spending a little time and extra money on the packaging is well worth the effort and gives you an opportunity to create a dynamic “silent sales person”.

A Visit to the Buyers Market of American Craft

A Visit to the Buyers Market of American Craft

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My partner and I recently attended the Buyers Market of American Craft held at the Philadelphia Convention Center. This is one of the shows that we attend regularly to buy hand crafted merchandise for our fine craft gallery. There are hundreds of craft artists that attend the show to sell their wares in the categories of Glass, Ceramics, Mixed Media, Jewelry, Wearable Fiber, Inspired Interiors and Premier Jewelry. No photos are allowed inside the show so I’ve borrowed the show photos from the Buyers Market site.

It’s always interesting to see what’s new and look at the variety of hand crafted work that is available. If you’re a buyer, it’s important to know what you want ahead of time. This has gotten easier over the years and hopefully, we’ve selected products that will just fly off the shelves. We often are looking for specific types of items and we use what’s called an Open to Buy plan so we know how much money we have to spend in various categories in each month. That way we don’t overspend and end up with too much of one type of merchandise.

As an artist selling at a wholesale show, you need to think a little differently than you do at a retail show. Wholesale shows are a large investment and you should be prepared to produce your work in large quantities. One of the potters we ordered from said that her daughter was helping out for the first time. Unbeknownst to her, she was taking her first order from a gallery owner who owned four galleries. He started asking for large quantities and the order came to thousands of dollars. They were delighted with the order and the daughter handled the order well. A large order sounds wonderful, but if you aren’t prepared to make those many items and can’t follow through, galleries seldom give you a second chance.

I will be writing many more columns about wholesale shows and how to prepare for them. I just thought you might be interested in a glimpse of what a wholesale show entailed. I couldn’t resist snapping the photo above. The Philadelphia Convention Center has many pieces of wonderful art inside. This is a mosaic of cups on the back of the escalator.

Right across the street from the Convention Center is The Fabric Workshop and Museum. I loved the window decor of large lace patterns. That’s what caught my eye. I didn’t realize it was there and we’ve been attending this show for 13 years. We did go to the exhibit which was called Soft Village. Next time, I hope to be able to schedule a tour of the visiting artist’s studios. I’d love to hear any questions you might have about wholesale shows, just leave a comment.

Is Your Business Card Attractive?

Is Your Business Card Attractive?

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Many times, the first impression a customer sees of you may come from your business card. Is it attractive? Have you included photos of your artwork on your card? Printing costs for business cards are surprisingly low these days. There are many printers online and if you find quotes online for printing, check with your local printer to see if the online price can be matched. Price, however, is not the only consideration. Many of the online printers make it easy to set up your card and offer very attractive options for layouts without extra design or layout charges.

Many artists use Moo cards. Moo cards are inexpensive, provide color printing on both sides of the card and will even send you a free sample pack of cards that you design with your own artwork. They also sell postcards and mini cards. Another website I found that looked promising was Uprinting. Uprinting sells business cards, post cards, hang tags, letterhead and even banners that could be used for a booth sign.  There are hundreds of options online for printing and doing your research ahead of time is important. Shopping local is also important so do get a bid from local printers as well. If you are printing a variety of promotional and packaging items, ask to see if you can get a multiple item discount. (I have no connection to these companies and have not ordered from either of them.)

Your business card should include all your contact information so that people can reach you. Give them more than one option. There are people out there that don’t use computers much and giving only an e-mail address will prevent that customer from reaching you. Do you have a tag line? A tag line is a short phrase that summarizes your product and what it can do for the customer. If you have one, it should be on your business card. Other information that can be included is your website or ETSY address, your name, your company name and even if you don’t include a physical address, listing your town or region lets people know your general location. If you have a logo and use it on the rest of your presentation package, it should be included on your business card. Two sided printing is great because you can have photos of your artwork on one side and the informational bits on the other side.

Carry your business cards with you. If you meet someone who is interested in your work, handing them a business card is the first step towards making a sale. However, if you are doing a retail show, you don’t necessarily need to give everyone who steps in your booth a business card. Many times, someone who comes into your booth may not be interested in purchasing your work. If you offer them a business card, you are giving them a way to exit without buying anything. They will tell you that they “will think about it”, take your card and you’ll never hear from them again. Instead, tell them about your work, answer any questions they may have and if they are not interested, they will move on. Save your cards for customers who buy something or for someone who shows real interest.

Spending a little bit of extra money on professionally printed materials usually pays off in the long run. If this is your job or your business, treat it like a business, design an attractive business card and present yourself professionally.

Does your Hang Tag Tell a Story?

Does your Hang Tag Tell a Story?

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In product presentation, one of the first things that a customer will notice is the hang tag. That is the tag that is attached to the product that gives information about it. Telling a story on your hang tags will engage the customer and encourage them to spend a few minutes longer examining the product. The longer they have it in their hands and the more engaging the story, the more likely it is to sell.

During my 13 years as a gallery owner, I have seen a number of hang tags. Some that worked really well, others not as much so and then some products with no information at all. Not including a hang tag with your work is a mistake, especially in a gallery setting. That small piece of paper is an excellent selling tool and will sell your product for you even if the gallery staff doesn’t. Most hang tags are business card size although depending on the size of your product, it could be smaller or larger. The card can be flat, folded, printed on one side or printed on both sides.

Consider what information you should include. The hang tag should include your name, business name, tell a story about the piece and leave space for a price tag. If you are selling the work yourself in a retail or online venue, the tag should include your contact information. If you are selling your work through a gallery, you should check with the gallery about contact information. Most galleries do not want to have your contact information listed as customers will try to buy directly from you instead of from the gallery. If the piece is to be worn, you should also include care instructions for the product on the hang tag. In the US, the law requires you to include care information as well as “ingredients” and where the piece was made.

Hang tags may look different for a wearable as compared to a piece of wall art. With wall art, you might want to include the dimensions of the piece. Many people look for certain sizes of art to fill a specific space. If you include the dimensions, that is one less thing the customer has to discover before purchasing. The more information that you are able to give about yourself and your artwork, the better. Customers love to hear a story about you and what you do.

Here is an example of a “hang tag” that really works. These cake testers are made by Paula Penrod of Apt Designs. This is larger than business card size and measures 5 1/2″ x 8 1/2″. It holds the cake tester and tells its story at the same time. I have carried these for years and sold hundreds of them. The reason they sell is this tag. If the testers were arranged in a bowl or even stuck in foam so that they stood up, people would be asking all kinds of questions. What is this? Why would you buy a cake tester when you can just use a tooth pick? $11? Why would I spend $11 on a cake tester? Click on the photo so you can read the story. Paula answers all the questions the customer would ask and does it in a humorous way. In the US, there really aren’t that many people who bake anymore. But I still sell lots of these cake testers. That is what your hang tag needs to do for your products. I can’t tell you what to write on them, only you know that. But tell a story with your words. Answer any objections before they come up and then your hang tag will really work for you.

Diversifying Your Product Line

Diversifying Your Product Line

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If you’ve been selling your work for a year or more, consider reviewing your line to decide if you need to diversify. The buying public notoriously changes tastes and styles. You should prepare yourself to expect changes in the marketplace. You can prepare for these changes by keeping an eye on fashion trends, home decor styles and color forecasts. Most of this information can be found very easily online. You can also do research in craft trade journals or join an industry specific organization such as a felting guild or a surface design group to gather more ideas.

Use the information that you find by thinking of how it applies to your product line. Maybe you need to add a new color to a product that sells well but is looking a little stale with the same old color themes. Perhaps there is a new electronic “gadget” that needs a felt cover that could be added to your already existing products.

Some of the reasons that will determine that you need to diversify are:

  • a particular style has been exhausted, for example, the lodge look (everywhere but NW Montana)
  • consumer demand slows for a particular item
  • you find a new and unexpected niche
  • customer’s continually ask for this type of product
  • a competitor adds a new product
  • you need more income
  • a new trend or style excites you
  • you examine your side lines and see that they could offer more profitability with more effort or changes
  • you have many repeat customers, they will need to see something new to continue to buy your products

Expecting change and diversifying your product line periodically will keep your work fresh and appealing. If you find that your market is becoming too crowded with people making the same sort of items, look for intersections with other markets. Look around for other types of customers who might benefit in an unexpected way from your products. Perhaps you could sell to a certain type of collector if you made a product geared specifically focused towards that theme.

As a buyer for my store, I always look for “new” products and something different from what I’ve seen over the years. The artists who continually work to upgrade and diversify will get my attention much more readily than someone who “has the same old stuff”. I’d love to hear about how you’ve dealt with a changing market and the “fickle” buying public.

Is Your Product Line Cohesive?

Is Your Product Line Cohesive?

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Once you’ve developed some amazing items that you want to sell, step back and take a look at what you’ve created. Do you have a line of products that are interrelated and form a unified look? I don’t mean that everything has to be the same color or look alike, just that the products should seem related in some fashion. The easiest way to do that is to concentrate on using a consistent material or technique. You could also combine various methods in to one type of “mixed media” but you don’t want to present disjointed products that have little in common. It should be easy for the customer to take a look at your items and understand what it is you’re selling. Don’t be the hobbyist who can’t decide what to sell.

If you are like me, you have lots of interests in arts and crafts and it is very easy to start branching out in all directions and trying new products or new techniques. To form a cohesive product line, you will need to concentrate on one ‘craft’ and improve your skills in that area. Look at old ideas and create new lines from those ideas. Try to produce items that can be made more easily in larger volumes with a streamlined process.

Your product line should include a variety of price points from something under $20 retail to higher end, one of a kind items. Concentrate on the mid range price points and have more of these types of items available for sale than the lower or higher price points. Do offer one or two products that are a premium version of your mid price product line for that segment of customers who want to buy the ‘platinum’ variety item. Don’t try to control costs with this product, add real value such as using more valuable materials and create an incredible result.

Once you’ve got a line of products that are cohesive and include a range of price points, think about how to make your products easier to buy. One way to enhance the value is to name your product lines. Perhaps your lines are coordinated by color; consider using the color names to develop a memorable name for the line. Look for ways to include the benefits or functionality of the product into the name. Emphasize how the product will make the customer feel and add a story to your product. Telling a story about you or about how the product was made will add value and enhance the ability to sell the item.

Next time, I’ll talk about diversifying your product line (if you’ve already been selling your work for a while) and how to deal with change.

Achieving that Wow Factor with Memorable Products that Buyers Want

Achieving that Wow Factor with Memorable Products that Buyers Want

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Sell when you can, you are not for all markets.

                                                                                    Shakespeare, As You Like It

Are you thinking of or already selling your fiber art? How do you know what products will sell? In the ever-increasing complexity of the market place, how can you figure out what buyers want? It is challenging to determine what will “fly off the shelves” and what will just sit there. Planning ahead and doing a bit of research will certainly improve your chances.

First think about your skills and if a particular style suits the way you work. Are your pieces more whimsical and comical or is your work more serene? What do you do best and how can those skills be developed into a product that sets you apart from the competition? Once you’ve determined the style of your products, you need to research what the buyer wants. You won’t be able to please everyone as some buyers will like your products and others won’t. However, if you find a niche and begin to understand the mind-set of your customers, you can establish a product line that meets their needs.

To begin your research, visit different craft fairs or online craft sites to see what others are selling and what customers are buying. You can also look for inspiration in fiber related magazines and periodicals. Another source for what types of items sell well is a gallery owner. Visit at a time when they are not busy or make an appointment. The point of this research is not to copy the designs or products that others are making but to see what is available and try to come up with a memorable element that will set your products apart from others. Don’t just look at what is selling well in the fiber arts but examine other media such as metalwork, jewelry or woodworking. Is there something that catches your eye in these other media that you might be able to apply to your fiber art?

Now think about what “benefits” your product will offer. For example, if you make felt hats, are the benefits that the hat is really soft against the skin and keeps your ears warm? Or perhaps you make wild and wacky hats that offer the benefit of being really fun to wear and make the buyer stand out in the crowd. The product needs to be made for the lowest possible cost but be perceived by the buyer as having the highest possible value. Always emphasize how the product will make the buyer feel and what value it will add to their life.

There are many different categories that you can think about when developing a line of products. Consider options such as home décor, garden and outdoor, clothing, accessories, toys or even pet related items. Products can be made for special occasions such as bridal and wedding, babies, graduations, housewarming gifts or holidays such as Christmas, Halloween or Valentine’s Day. One line that is often ignored is gifts for men and being the owner of a gallery, it is something I am always looking to find. Other ideas might be stationary or calendars, religious items or collectibles. Collectibles could cover such diverse topics as sports, music, dolls, miniatures or animals.

There is no right or wrong way to what products you develop, just what is right for you. If you develop a plan and continue to research and study the possibilities, your goals of having that ‘Wow’ factor in your products can be achieved. So start thinking about how to develop or improve on your product line. Next time, I’ll talk about making your product line cohesive and knowing when to diversify what you’re selling. Thanks for stopping by!

Marketplace Mondays

Marketplace Mondays

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Marketplace Mondays is a regular article that will be featured on most Mondays. If you are interested in topics about the business of being an artist, make sure to stop by each Monday. We will be discussing issues such as developing a product line, reviews of various venues where handcrafted work can be sold, pricing strategies, retail vs. wholesale, working with galleries, photographing your work, developing your “brand”, writing an artist statement and much more. If there is a specific topic that you would like more information about, please leave a comment and we’ll try to accommodate your requests.

For our first post, Zed has made a terrific tutorial on how to make a banner for a website such as ETSY. Making your own personal banner from your own photographs will help to ‘brand’ your store and attract people to buy your products. Think about what you want your banner to symbolize first. What type of photographs best represent what you do? If you already have a logo or business cards with photos, consider using the same photos or logo in your banner. Consistency is very important so that your customers will recognize you no matter the venue. If you have a Facebook page, a blog, a website and an ETSY shop, using a similar or the same banner on all of these sites will establish a consistent web presence.

Once you’ve picked out the photos you want to use for your banner, just click on the PDF file below and follow Zed’s tutorial. She uses Photoshop but most photo editing programs will be similar. If you don’t have a photo editing program, check out Gimp at http://www.gimp.org/. It’s a free program that you can download and use to edit your photos.

How to Make a Banner