from artist to arts business
TRANSCRIPT
From Artist to Arts Business
Presented by Ed LawrenceArts Marketing DirectorKentucky Arts Council
From Artist to Arts Business
Presented by Ed LawrenceArts Marketing DirectorKentucky Arts Council
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.
On your mark, (establishing your business)
get set, (preparing for shows)
(pricing) GO! Kentucky Crafted Program
On your mark• Naming your arts business• Establish email• FaceBook page vs. profile• Website• Checking account• Mailing address
On your mark• Type of business structure
– https://secure.kentucky.gov/sos/ftbr/FAQs.aspx
• Naming your business– https://secure.kentucky.gov/sos/ftbr/wel
come.aspx• Sales and use tax permit
– http://revenue.ky.gov/NR/rdonlyres/6D219FE3-329D-4535-AF6D-A1C5275C23A0/0/FAQSalesandUseTax62112.pdf
Registering your business• http://onestop.ky.gov/start/Pages/default.aspx
Non- juried shows Juried Shows• Inexpensive• Good exposure• Friendships with fellow vendors• Feedback from customers• Often for a good cause• Build community
• A lot of research, applications and calendar keeping
• Costly Investment• High Risk• Promotional Value• Better customers• $$$
Getting into Juried Shows– Quality– Sample selection– Photos– Artist statement/marketing copy– Pricing
Sample selection
Sample Selection
Sample Selection
Photos
Photos
Photos
Photos
Photos
Photos
Narrative• Your product• Your process• Your life• Your inspiration• KISS (keep it simple and short)
Narrative
Preparing for Shows• Read the show rules• Bring carts/tools• Snacks• Inventory• Till/Charges• Printed materials
Booth Design• Accessibility• Lighting• Color• Simplicity• Light weight• Safety• Dress Rehearsal
Booth Design
Booth Design
Booth Design
Booth Design
Booth Design
Booth Design
Print Materials
• Business Cards
Print Materials
• Wholesale sheet
Print Materials
• Wholesale sheet
Media Tools• Email• Telephone• FaceBook• Website• Other Social Media• Newsletters• Blogs• Press Releases
Pricing
Affirmation Mad money Making a living
! $$$
Always start at wholesale
Affirmation Mad money Making a living
! $$$
Starting at wholesale(Affirmation)
• Cost of materials• Entry fees and prep costs• Shipping• Business fees• Promotional materials
Starting at wholesale(Mad Money)
• Cost of materials• Entry fees and prep costs• Shipping• Business fees• Promotional materials• Studio costs• Your time
This would be a good time to get a business plan in the works.
Making a Living WARNING: ATTEMPTING THIS WITHOUT A
BUSINESS PLAN MAY BE DANGEROUS TO YOUR HEALTH, YOUR FAMILY AND YOUR CAREER AS AN ARTIST.
Starting at wholesale(Making a Living)
• Cost of materials• Entry fees and prep costs• Shipping• Business fees• Promotional materials• Your time• Overhead• Equipment• Labor• Professional Services• Wholesale Show Costs• Profit
$$$
ValueNo matter what price is set for a piece,
the value remains theoretical until the work is sold.
Getting to a retail price
Keystone = Wholesale x 2
New keystone=Wholesale + shipping x 2
Retailers Realities
– Rent– Overhead– Employees– Shipping costs– Turnover of inventory– Keeping it fresh NEVER UNDERCUT YOUR RETAILER
You as a Retailer at Shows
– Booth Fees– Travel– Food and Lodging– Labor costs– Profit
Market RealitiesWill 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?
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.
Kentucky Crafted Program
www.artscouncil.ky.gov
502-564-3757
Kentucky Crafted Application• August 15, 2014• http://artscouncil.ky.gov/Opportunitie
s/KyCrafted.htm
• Photos and samples• Independent jury• Read guidelines carefully
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
Benefits
Benefits
Kentucky Crafted: The Market
Benefits
Kentucky Crafted Directory
Buyers Market of American Craft
Buyers Market of American Craft
Buyers Market of American Craft
Reciprocal Shows
Arts Council Exhibits• Kentucky Visions at
the Capitol• Governor’s Derby
Exhibit
Governor’s Derby Celebration
Referrals
Governor’s Awards in the Arts
Referrals
Kentucky Chamber of Commerce
Referrals
Tempur-Pedic
Referrals
Owensboro Convention Center
Promotions and Cooperative Advertising Opportunities
• Give a Gift from Kentucky• Holiday Gift Guide• American Craft Week
Featured Artist Program
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
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
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
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
Individual Artist Programs
• Al Smith Individual Artist Fellowship and Emerging Artist Awards [email protected]
• Architectural Artists Directory [email protected]
• Folk Arts Apprenticeships [email protected] • Kentucky Crafted Program [email protected] • Performing Arts Directory [email protected] • Teaching Artists Directory [email protected]
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
Planning Resources
• Small Business Administration• Small Business Development Centers
Resources
http://www.sbaguides.com/pdf/english/kentucky.pdf
Trade Journals
• Sunshine Artist Magazine• Crafts Report• Niche Magazine• American Craft Magazine• Giftware News• Ceramics Monthly
Our Call for Artists Postings
http://artscouncil.ky.gov/Opportunities/ART_Visual.htm
Web Learning• Right Brain Business Plan• CreativeLive• Hubspot• Arts Business Institute• Art Fair Insider
Social Media• Facebook• Twitter• LinkedIn• Pinterest• Google +• Youtube
Printing• Vistaprint• Modern Postcard• PS Print
Website Hosting• Yola• Intuit• iPage• Bluehost• Go Daddy
Blog Hosting• WordPress• Tumblr• Blogger• TypePad
Newsletter Hosting
• Mail Chimp• Constant Contact
Booth Display• Abstracta• Pro Panels• Aftosa• Cormans• Gaylord
Resources
Available through Arts Business Institute
Trade Shows• Kentucky Crafted: The Market• Buyers Market: The American Made
Show• ACRE• Atlanta Gift Mart• ACC Baltimore• New York Now
