More on the ongoing discussion of how craftspeople will develop new markets for their work....
There was some discussion on the same forum on which arts organizations could help get the word out to the American public about the benefits and delights of handcraft.
This is totally IMHO, but to me it seems most guilds, arts/crafts organizations, even government councils for the arts focus on education. And most of THAT is edu-tainment, Bruce Baker's wonderful term for "education" being perceived by potential consumers as free entertainment. Most of the grants and opportunities I see offered by these organizations are for demos, classes, workshops for artists, etc. For more on Bruce Baker and the art of selling craft, go to www.dbakerinc.com) It's usually about opportunities for artists to TEACH or SHARE their art. It's rarely about developing actual marketing opportunities for artists to SELL their art.
My personal model for success from the get-go has been to rely as little as possible on other agents/agencies for my success. Some are critical, of course, but even if the Rosen Group went belly-up tomorrow, I'm already thinking on what my alternatives are. (The Rosen Group www.americancraft.com puts on the Buyers Market of American Craft in Philadelphia, PA twice a year. It is the single best totally wholesale show for contemporary American handcraft. The Rosen Group also publishes two magazines, NICHE which targets retailers of contemporary American handcraft, and AMERICAN STYLE which targets collectors of the same.)
With that thought in mind, I've gotten more mileage getting public recognition (and new customers) by promoting my own work directly to the people I want to target. I've had great success with relatively modest efforts (I'm not very GOOD at generating publicity, I'm just persistent, and recognize the NEED for it.) I'm thinking about magazines, newsletters, and on-line venues that might conceivably be interested in some of my work, because my work would be of interest to their readers. I'm working on how to get it in front of them.
A few days ago, I was flipping through a women's magazine that had an article featuring a 9-year-old kid who makes and sells simple beaded jewelry. It's good enough (though not earth-shaking) work. What's selling the work right now is she's a cute 9-year-old kid. She is going to get a ton of recognition and orders over the next few months just because someone (probably her mom) saw the story value in that, and sent a press release or pitch to dozens of magazines.
Each of us could do the same. Not everyone will, and not everyone's story will get picked up. But everytime an artist's work is seen and selected and published, we all gain. People think, "Wow, someone MADE this stuff! And it's great stuff! I had no idea!" and the seed of a new idea is planted.
Another artist offered an example perfect target marketing. While getting her hair done at an upscale hair salon, she was offered a sample of fine chocolates which she enjoyed mightily. When she exclaimed over the chocolates, she was given a 10% discount coupon for the chocolate store.
The chocolate people didn't put out a food tray at a grocery store, where everyone is harried and hungry yet trying to cut back on their grocery bill. They offered it in a leisurely, pampering environment, where women with discretionary income for certain luxury items were already in the mood for lingering, enjoying, spending money. Brilliant!
We could think individually of ways to get our products noticed by a new demographic. Once people realize there's something more exciting than a Hershey bar out there, they go looking for more. We could do the same with our art and our craft.
But we can't look to someone else to do it for us. We have to do it for ourselves.
