Business Ideas for an Arts and Crafts Marketing Plan

Paper Craft On Leather Texture, courtesy of TeddyBear/FreeDigitalPhotos.net

For the artist, producing art is generally much more interesting than selling it.

“A craftsperson's very work is the antithesis of mass production and mass marketing which have become synonymous with business today,” writes Michael Scott in his book The Crafts Business Encyclopedia (Harcourt Brace Jovanovich, 1977).

The simple truth, however, is that sales are an indication of whether art work is created as a simple hobby or as a professional business. Whether you knit, quilt, sculpt or draw, the holiday season offers a unique opportunity to capitalize on the increase in consumer shopping. Develop sales for unique arts and crafts by creating a marketing plan specifically for gift-giving seasons.

Plan an Art Studio Event

An arts and crafts studio can be both a work space and a show space. Visitors generally love an opportunity to see where hand-crafted items are actually made and to take a glimpse into the process. Lease a small workspace that allows you to showcase creative works. Alternatively, set up a space – such as an extra room – as a permanent or temporary display for works. Make refreshments and seating available to potential customers invited for special show times. Be prepared to provide a question and answer presentation about your work process.

Contact Art Galleries and Specialty Gift Shop Stores

Art gallery and retail gift shop owners increase inventories during the holiday season. Sell items directly to these retailers either at wholesale prices or through consignment arrangements. For very unique items, target art galleries and exclusive shops that charge higher prices for products.

Organize a Direct Mail Order Campaign

Sell items by mail order using the mailing list of past customers and potential customers. Create a catalog or brochure of works that can be produced in multiples through catalogs. Draft a direct sales letter and an order form to include with your catalog. Include high quality photographic images of works. Many computer software programs have booklet and brochure templates that can be quite helpful if you chose not to hire a professional.

Participate in Fairs, Festivals and Trunk Shows

Rent a booth at an arts and crafts fair or festival, and participate in group trunk shows. The high volume of traffic from these types of events offer the opportunity for major sales. Find out about fairs and festivals by contacting the local chamber of commerce. Remember to set up a guest list book to build the studio's mailing list for future promotions.

Network with Interior Decorators and Designers

Professional interior decorators and designers are always looking for unique works for their residential and commercial interior designs. Find them by networking in design industry business associations or by finding a printed directory of interior designers. Send out a a direct sales letter with a couple photos, catalog or brochure. Follow up the direct mail contact with a phone call and an offer to visit your studio.

Developing a Marketing Plan for the Holiday Season

The holidays are generally gift-giving times of the year. Rev up promotions using studio invites. Increase sales through presentations to arts galleries and specialty gift shops. Design a new catalog or brochure for direct mail promotions with a sales letter. Participate in fairs, festivals and trunk shows. Network with interior decorating professional. These marketing ideas can be used by both the artisan and artist to inform potential customers about what's new in the studio.

About the author

Vanessa Cross is a freelance writer who writes about international trade, business law and small business development issues. Copyright 2013.