marketing art - marketing for artisans and craftspeople
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MARKETING ARTMARKETING ART
ACCESS TO MARKETKentucky SBDCJuly 26, 2013Eastern Kentucky University
Fran Redmon 2013
AGENDAAGENDA
• Marketing Overview• Plan to Plan• Branding• Marketing Strategies• Develop the Plan
Fran Redmon 2013
WHAT IS MARKETING?WHAT IS MARKETING?
Fran Redmon 2013
The Four P’s The Four P’s
ProductPlacePricePromotion“Putting the right product in the right place,
at the right price, at the right time.”
THIS IS THE OLD MODEL…Fran Redmon 2013
The Four C’sThe Four C’s
THE NEW MODEL…ConsumerCostConvenienceCommunication
“MORE CUSTOMER BASED”
Fran Redmon 2013
It’s Holistic…It’s Holistic…
Not just about promotion or communicationIntegrated 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
Plan to PlanPlan to Plan
Based on an understanding of…
Fran Redmon 2013
What are your goals?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
Who is your customer?Who is your customer?
Demographic – age, income, education, location, etc.What need does your product fill?Lifestyle & interests Societal InfluencesBehaviors, i.e. how to reach themRetailer needs
Fran Redmon 2013
Wholesaling vs. RetailingWholesaling vs. Retailing
Industry has changedMore options than just showsConsider your local competitionThink about whether you want to invest more time producing, or more time selling
Fran Redmon 2013
Aspects of RetailingAspects of Retailing
Producer receives 100% of retail sale priceProducer incurs 100% of costs of selling to customerProvides one-on-one customer interfaceHigher percentage of time involved in salesLess time available for productionHigher percentage of income for each item is allocated to cost of sellingLimited production
Fran Redmon 2013
Aspects of WholesalingAspects of Wholesaling
Producer receives 50% of retail sale priceProducer incurs 0% of cost in selling to retail customerProducer incurs costs of selling to retailerSmaller percentage of time involved in salesHigher percentage of time involved in production and designSmaller percentage of income from sales allocated to the cost of sellingEasier to maintain contact with buyerEasier to obtain repeat ordersRequires volume productionFran Redmon 2013
Your product’s attributes?Your product’s attributes?
Functional/practicalEmotionalCare Instructions, ease of useCustomizationFringe benefits provided, customer service
Fran Redmon 2013
What promotional opportunities are available?
What promotional opportunities are available?
Shows – wholesale and/or retailMedia/EditorialInternet – web, social media, e-commerce, etcPublic RelationsAdvertisingDirect MarketingWord-of-Mouth
Fran Redmon 2013
Product Design & MarketProduct Design & Market
Utilize marketing activities to gather feedbackProduct collections may require varied promotional activitiesNiche markets??
Fran Redmon 2013
Marketing Pricing Marketing Pricing
Marketing activities impact pricingBudget reflects marketing expenses, including your time• Research• Travel• Phone Calls
Integrated approach
Fran Redmon 2013
BrandingBranding
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
A promise to your customer….A promise to your customer….
Delivers the message clearlyConfirms your credibilityConnects your target prospects emotionallyMotivates the buyerConcretes user loyalty
Fran Redmon 2013
About.com
How to Brand…..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?
Webs.com
Fran Redmon 2013
How to Brand…..How to Brand…..
Define the MessageDevelop toolsUse to inform choicesConsistent & ProfessionalNot always one size fits all….Plan ahead and think long term
Fran Redmon 2013
Tools for BrandingTools for Branding
GRAPHIC DESIGN
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Fran Redmon 2013
Fran Redmon 2013
Kentucky Crafted: The Market TV ad, 2007
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Tools for BrandingTools for Branding
Photography
Fran Redmon 2013
Fran Redmon 2013
RichardAdams
StephenPowell
Dan NeilBarnes
Diana ColgatePhoto by Pattie Davis
Fran Redmon 2013
Laura Lynch
Philis Alvic
David Appalachian Crafts, Photo by Geoff Carr
Deb Chenault, Photo by Robbie Hacker
Tools for BrandingTools for Branding
BUSINESS NAME & LOGO
®
™Fran Redmon 2013
Fran Redmon 2013
Design by Garry Redmon
Design by Garry Redmon
Design by Garry Redmon
Design by Amy & Dave Pender
Working with Graphic DesignerWorking with Graphic Designer
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Tools for BrandingTools for Branding
Fran Redmon 2013
Tools for BrandingTools for Branding
Fran Redmon 2013
Tools for BrandingTools for Branding
Video - demonstrating technique Web-basedbooth presentation
Written Descriptions & Biosprinted materialsshow submissionsweb based
Fran Redmon 2013
Tools for BrandingTools for Branding
Web ApplicationsSocial MediaWeb pageBlogs
Understanding of Printing ProceduresComputer Applications - Publisher, In-DesignWorking with designers and printers, research their needs – communicate your needs Digital printing vs. Offset printing
Fran Redmon 2013
Tools for BrandingTools for Branding
Customer & Show ResearchMailing ListsResearch showsCustomer follow up and feedback
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MARKETING STRATEGIESMARKETING STRATEGIES
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Low-cost OptionsLow-cost Options
Email – E-NewsPress ReleasesPublic RelationsSocial MediaArtists Directories
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Low-cost OptionsLow-cost Options
EMAILAddress unique to your business
bestpotter@bestpotter.com vs. JoeSmith@yahoo.comReduces printing and mailing costsPreferred form of communication
E News
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Low-cost OptionsLow-cost Options
PRESS RELEASESEditorial Media Appearances
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Low-cost OptionsLow-cost Options
PUBLIC RELATIONSdemonstrationscustomer servicediscountslocal tourism, community involvement, etcvolunteeringdonationsjoin up!positive persona
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Low-cost OptionsLow-cost Options
SOCIAL MEDIAFacebookTwitterLinkedInPinterestVineYouTubeInstagramBlogsYelp
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Low-cost OptionsLow-cost Options
Artists DirectoriesCraft & Art OrgsChamber of CommerceTourism
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Paid OptionsPaid Options
Media KitsPrinting/MailingsAdvertisingShows & FairsHome Studio/Retail/Open HouseWeb PageCommerce Sites
Fran Redmon 2013
Paid OptionsPaid Options
MEDIA KITS
Fran Redmon 2013
Paid OptionsPaid Options
PRINTING & MAILINGSBrochures & CatalogsPostcards & Show AnnouncementsGift tags & PackagingPOP DisplaysBusiness CardThank You CardsStationery
Fran Redmon 2013
Paid OptionsPaid Options
ADVERTISINGPrint Media • Local & National• Trade & Retail• Show Directories
TelevisionRadioWeb
Fran Redmon 2013
Paid OptionsPaid Options
Fran Redmon 2013
Kentuckygallery.com
Paid OptionsPaid Options
Shows & FairsTrade ShowsRetail ShowsCombination
Fran Redmon 2013
Paid OptionsPaid Options
RETAIL SHOWSRequires frequent attendanceOne-on-one interaction Many options availableMay require juryingMust evaluate carefully
Fran Redmon 2013
Paid OptionsPaid Options
WHOLESALE TRADE SHOWSCraft, general gift or specialtyCan be expensiveAccess to large potential audienceAccess to seminarsOpportunity to do researchMany with proven track recordFuture unpredictable
Fran Redmon 2013
Paid OptionsPaid Options
HOME STUDIO/RETAIL SHOPTakes time away from craft productionIncreases overhead costsMay need to add other productsMay involve need for employeesNeeds a marketing strategy
Fran Redmon 2013
Judy Geagley By Hand, Tollesboro
Paid OptionsPaid Options
WEB PAGES Use of logo and color consistent with productHow or where to buyOrganized visualsBio or Artist Background - accoladesDirections Personal photoVideoBlog
Fran Redmon 2013
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.
– artbusiness.com
Fran Redmon 2013
Paid OptionsPaid Options
E-Commerce SitesEtsy.comWholesalecrafts.comArtfulhome.com
Fran Redmon 2013
Direct MailDirect Mail
ExpensiveDifficult to identify potential customersBetter if combined with other marketingTarget to special event or activity Use generic template for re-useDigitized printing has made more accessible
Fran Redmon 2013
Working with RetailersWorking with Retailers
Must give proper discount to retailers (50%)Determine if prices are competitiveKnow your break-even point
Fran Redmon 2013
Working with RetailersWorking with Retailers
Determine best sellers via retail experiencesBe able to make a case for productsCompare work to items similar in same market
Fran Redmon 2013
Working with RetailersWorking with Retailers
Fran Redmon 2013
What Kentucky Retailers Want
“The Kentucky Craft Market “University of Kentucky
Gatton College of Business & Economics, 2000
Wholesaling ToolsWholesaling Tools
PRODUCT LINESMay need to develop a specific wholesale lineNot all items have to wholesaleKnow best product mix for retail environmentGrasp of production capabilities
Fran Redmon 2013
Directly to RetailerDirectly to Retailer
Visit store in advanceMake an appointmentBe preparedDon’t expect retailer to suggest price
Fran Redmon 2013
Wholesaling At ShowsWholesaling At Shows
SALESTerms of sale Minimum orderPricing sheet and order formsCheck credit referencesQuality photographyPrinted materials
Fran Redmon 2013
C.O.D.Pro FormaNet 30
By DollarBy Quantity
LogoBusiness CardsBrochure/PostcardTagsPoint of Purchase DisplayArtist Bio/Statement
Wholesaling ToolsWholesaling Tools
SERVICING THE RETAILEROn-time deliveryOn-going communicationReturn/exchange policyCustom ordersProduct educationProduct development
Fran Redmon 2013
Product DevelopmentProduct Development
Retailers want new productsIs a pro-active aspect of your businessResearch in ongoingGives you a competitive edgeKeeps you excited about your work
Fran Redmon 2013
Product Development CycleProduct Development Cycle
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DEVELOP THE PLANDEVELOP THE PLAN
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Goals for MarketingGoals for Marketing
IDENTIFY NEEDS & STRATEGIZEShows 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 lineAdapt current product to target a new audienceReach out to the media to obtain free publicity
Fran Redmon 2013
Staging the PlanStaging the Plan
BudgetList activitiesBreak into tasksSet deadline for eachWork backwardsAdjust as neededBuild in tools for evaluation
Fran Redmon 2013
Fran Redmon 2013
Fran Redmon 2013
Staging the PlanStaging 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
Tasking the PlanTasking the Plan
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Evaluating the PlanEvaluating the Plan
Show Attendance/SalesCoupons Giveaways or DiscountsInformal SurveysWeb traffic & Feedback
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Thank You….Happy Marketing!!Thank You….Happy Marketing!!
Fran Redmon - fredmon@fewpb.net
KPAN Consultanthttp://kpan.ky.gov/Pages/default.aspx
Fran Redmon 2013
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