Wholesale Matters

100 Small Actions: #37 and #38

37. Sponsor a local event

 

An art festival, a parade, a charity gala, a gallery hop – events in small towns and big cities are always in need of sponsorship. Depending on the scope of the event, organizers should be willing to work with you to develop a sponsorship that meets both your needs and theirs, whether it be through a cash contribution, volunteer hours or in-kind donations. In turn, you will receive recognition in their promotional materials, giving you exposure to the event’s attendees.

 

Frequency: Once a year

 

 

38.   Ask a question on an online forum

 

Small Action #8 directed you to answer a question on an online forum. Now, ask one. You’ll potentially solve a nagging business dilemma, as well as gain some exposure for your business.

 

Frequency: Once a week

100 Small Actions: #35 and #36

35.        Whenever possible, wear or carry something handmade

 

Clothes, jewelry, handbag… the more often you wear something handmade in public, the more opportunities you will have to respond to compliments (because you will, of course, be complimented) with “Thank you! This jacket was handmade by Joan Jones, an artist in Ohio. I think you can find her work at Fabulous Craft Gallery downtown.”

 

Frequency: At least once a week

 

 

36.               Buy handmade products from local retailers

 

As a member of the craft community, it is often easier (and sometimes cheaper) just to buy directly from the artist -- whether at a show, or from their website or just by calling up and asking. But each and every one of those transactions deprives a gallery of needed business. We don’t expect you to start paying retail for ALL of your craft purchases, but the next time you need a birthday gift for a friend or relative, consider buying something handmade from a local retailer. And be sure to let the recipient know where you purchased their gift.

 

Frequency: As often as possible

100 Small Actions: #33 and #34

33.        Send a thank-you note to a vendor/supplier

 

Yes, the payments you send them should be thanks enough. But without your suppliers, you wouldn’t have a business. Maintaining a good relationship with them – especially in a challenging economy – can only help you. From discounts to expediting orders to featuring your products in their advertising, suppliers are an often-overlooked resource. Take a moment and write a note to one, thanking them for helping your business be a success.

 

Frequency: Once a month

 

 

34.        Leave postcards of your work/store in public places

 

Whenever you are out and about, leave a postcard in a public place – the mall food court, the dentist’s office, the department store dressing room, the grocery store bulletin board. Most times, it will probably get thrown out, but you never know who might pick one up and visit your website or store.

 

Frequency: Once a week

New Exhibitor Spotlight: Barbara Heinrich

Barbara Heinrich grew up in the vineyards of her family’s winery in Germany where she collected pods, snail shells and broken glass pieces to make jewelry. She strung together dyed noodles and dried them in the sun to make necklaces. She graduated from noodles to jewelry studies in Germany and the U.S., eventually earning her Master’s degree from RIT. Heinrich’s elegant jewelry is a delicate balance between hard geometric lines and flowing organic shapes.

 

   

100 Small Actions: #30, #31 and #32

30.       Write a letter to the editor of your local newspaper

You do read your local newspaper, right? If not, start there. Once you begin reading it daily, you’ll certainly find at least one article a year that is worth writing a letter about – preferably a letter that allows you to reference craft, or retailing, or handmade products, or supporting locally-owned businesses. It may not get printed, but you’ve at least gotten your name and concerns in front of someone in your community with influence.

Frequency: Once a year

31.       Develop and refine your brand – be immediately identifiable and memorable

When someone looks at something produced by your company – whether that is an object of art or a website or a direct mail piece or a print advertisement – is it immediately identifiable as your brand? Are your message and presentation consistent throughout everything you put into the world as a representation of your company?

Frequency: Constantly

32.      Create an easily accessible library of high-resolution images of current products

 

There are three key phrases here, and most people miss at least one of them: "easily accessible," "high-resolution," and "current products.” Your images should not reside exclusively on your photographer’s computer, or on an FTP server, or on your website, or on slides, or with your advertising agency.

 

On your computer, you should have a folder containing a reasonable number of images that you can easily email or copy to a CD to send to anyone who asks for them. If you ever hope to see your products in print – whether in a magazine, on a show promotional brochure or in a newspaper – they MUST be high-resolution. Generally, images suitable for print at a reasonable size are 300 dpi and at least 4 x 6 inches in dimension, resulting in a file size of about 1MB. Current products are a must – no one wants to keep seeing the same things over and over from you. Consider also including an image of yourself at work as well as one of your studio or gallery.

Frequency: Update library every six months.