Wholesale Matters

100 Small Actions: #53 and #54

53. Hold a contest or sweepstakes

People LOVE to win things. The possibilities here are almost endless; some work with small prizes, others will require more substantial winnings to ensure participation. Here are some ideas:

• A prize to the 1,000th fan on your Facebook fan page

• Sign up for your email newsletter and be entered in a drawing for a gift

• Partner with other neighborhood businesses to hold a scavenger hunt (a Philadelphia jewelry store did this VERY successfully – the prize was a diamond ring)

• A basic online contest on your website, designed to capture visitor contact information

• Everyone who retweets you on Twitter is entered to win a prize

• For each $50 a customer spends during the year, they get an entry into a prize drawing

 

54. List your contest or sweepstakes on http://www.online-sweepstakes.com/

People love to win things so much that some of them devote hours each day to entering contests. Not surprisingly, there are several websites devoted to listing sweepstakes and contests. Among the most comprehensive and popular is Online-Sweepstakes.com. You’ll only be able to submit contests that can be entered online, but you’re certain to generate a lot of new visitors to your website.

 

100 Small Actions: #51 and #52

51. Start a mailing list – get contact info from every sale

It is not enough to leave a notebook open in your booth or next to the register. Certainly, you should have those items for customers who don't necessarily make a purchase but want to get information. You must actively ask for complete contact information from each person who does business with you. Give them an incentive to share their information - "I mail all my customers a thank-you coupon for 25% off your next purchase. May I have your mailing address and email so I can be sure you receive it?" "We're hosting a private reception next month for one of our gallery artists, and I'd like to send you an invitation."

Then, once you enter their information into your contact management software, also be sure to note what they purchased, and for what occasion (if that is information they shared with you).

Frequency: Every sale

52. Participate in your city’s next open studio/gallery tour

Whether it's an art walk, open studio tour, or gallery hop, be sure to take part in these community activities. It will expose you to potential new customers who have demonstrated an interest in the arts (or perhaps just free wine & cheese), and is an easy "special event" to which you can invite your mailing list.

Frequency: At least once a year

100 Small Actions #49 and #50

49.   Make the Handmade Pledge at BuyHandmade.Org  

 

More than 42,000 others have already done so. Join them.

 

Frequency: Once

 

 

50.  Encourage your customers, friends and family to take the Handmade Pledge

 

When you visit the website, you will be provided with a variety of tools to help you share the word about the Handmade Pledge. You can send a friend a message about the site or download an image to place on your website or blog. You can become a fan on Facebook or follow on Twitter. Whatever method you choose to use, let everyone know that you have pledged to buy handmade.

 

Frequency: Once after you make the pledge.

 

100 Small Actions #47 and #48

47.  Promote local craft events on your website or blog

 

Much like #46, everyone needs to work together to get the word out. So even if it’s a exhibition at your competitor’s gallery or a show that rejected you, in the end, everyone in the community benefits when the audience for handcrafted items expands. Get out there and tweet, blog, post or update your status with some area craft events.

 

Frequency: Weekly

 

 

48.   Get professional photos taken

 

Digital cameras now offer features that non-professionals had no access to even a few years ago. But a fancy camera does not make you a photographer. And well-photographed, high-resolution images are the key to being featured in promotional materials for shows, magazine stories, and more. Artists should have images of not only their work, but of themselves. Gallery owners need images of their storefronts, interiors and of themselves. And, as we’ve already discussed, these images need to be easily accessible to place on a CD or send via email at moment’s notice.

 

Frequency: Once a year

100 Small Actions #45 and #46

45.        Donate old copies of art/craft magazines to your doctor’s office

 

Not too old, please. We don’t want anyone thinking the contemporary craft movement consists of macramé plant hangers or hand-thrown ceramic fondue pots, so keep your . But those three-month-old copies of Ornament, Metalsmith, or Ceramics Monthly might just get picked up and read by someone who will gain a new appreciation for handcrafted work while they wait for their annual physical.

 

Frequency: Every three months

 

 

46.    Link to artists’ and retailers’ sites from your blog, website, Facebook or Twitter account.

 

Spread the love. The more you can connect your visitors with other artists and craft retailers, the stronger the entire community becomes. If you have a Twitter account, participate in the #followFriday campaign, where each Friday you recommend other Twitterers to follow. If you keep a blog, devote one entry a month to giving links to other artists and/or retailers you admire. If you have a Facebook page, become a “fan” of artists and retailers.

 

Frequency: Depending on your social media outlet of choice, weekly to monthly.

100 Small Actions #43 and #44

43.  Compliment a stranger on something they are wearing that might be handmade

 

“Those are lovely earrings. Are they handmade?”

 

“What a fun handbag? Did you buy that from an artist?”

 

Even if what they are wearing isn’t handmade, they’ll still be flattered that you think they have such good taste. And you’ll be spreading the gospel, perhaps to someone who never even considered owning something made by hand.

 

Frequency: Once a week

 

 

44.    Send a handwritten note to someone you used to do business with

 

It could be a former customer, a supplier, even an old employee. Don’t try to conjure up new business with them – just write a short, friendly note that will remind them of your previous connection. Ask how they are. Tell them you hope they stay in touch.

 

Frequency: Twice a year

 

100 Small Actions #41 and #42

41. Do a postcard mailing to your customers

 

You do have your customers’ addresses, don’t you? If not, now’s the time to start asking for them, and not just with a “Sign Up for Our Mailing List” notebook at the sales counter. Verbally request their mailing address from them when they make a purchase. Once you’ve gathered up a good-sized list of your customers, send them a postcard announcing something special – an upcoming show, exhibition, or special event. Entice them to come with a “preferred customer” offer such as a discount or a free gift.

 

Frequency: Every three months

 

 

42.   Put your contact information, including company name, on every page of your website

 

Now that you actually HAVE a website (see #23), ensure that your contact information appears on every page. This is important for search engine optimization, and also makes it much easier for visitors to get in touch with you directly without having to navigate through multiple pages of your site.

 

Frequency: Once for your entire site, then as you add new pages

100 Small Actions: #39 and #40

39. Participate in your local, regional or state arts council

 

While most arts councils are government agencies rather than member-based organizations, there are still plenty of opportunities to get involved. Many councils produce art fairs and festivals, which require volunteers to plan and execute; other councils have a wide range of committees that work on promoting arts within the community. Not all council websites are easy to navigate – if necessary, just pick up the phone and ask how you can help.

 

Frequency: Join once, volunteer at least twice a year

 

 

40.   Write a letter to the editor of an industry magazine

 

Writing a letter to your local paper (#30) is an excellent method of raising your profile locally. Letters published in national trade magazines will get you attention within your industry. Whether you are a jeweler (JCK, InStore) or the manager of a museum store (Museum Store Magazine), there is a trade publication devoted exclusively to your industry.

 

Frequency: Once a year

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