Question

Topic: Strategy

Does Anyone Think This Will Work?

Posted by NovaHammer on 10/14/2012 at 10:37 AM ET 250 Points
My artist client wants more retail exposure/sales.

Not willing/able to do their own bricks and mortar shop as she has returned to school full time. She has had above average success in craft fairs and exposure at art galleries but ... missing huge demographic still. Those 40-65 'homemakers' without Facebook shopping etc.

Want to gain entrance into a strong regional decorator chain.

She was thinking of Cold Call approach with sample 3d Art piece along with whole sale letter for a 10 piece package deal & site link. No one else does her style or medium in the area.

Thinking of pitching Christmas/Seasonal ArtWork as Loyalty Reward to her target shop. Her Artwork/reward could be used for things shoppers wouldn't have afforded themselves or friends.
This idea of making the customer (and their home or recipient) look and feel great should leverage the Store; via the artwork into conversations and subsequently retaining & attracting more clients.

The loyalty approach may not fly but was thinking of 'this' as a way to be highlighted during this busy shopping season them be taken on as regular stock by this 35 yr old store who value local and handmade like their furniture line. Her work is more than just christmas themes but this seemed like a timely offer for now perhaps for one of the 5 stores at this time. Limited release could help the store gauge the potential also. Retails for 120-200 per piece whole sales 50-75.

My question is: Any other ways to make inroads with this artist's work that creates a stronger WOW in person than on-line or through brochures for this prospective client?

Thanks I'm alittle out of my depth here.
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  • Posted by NovaHammer on 10/14/2012 at 3:10 PM Author
    ps: The Chain does already have an online and FB position etc plus a Loyalty Program but only for redemption of points for store merch. Dropping in an exclusive item for points-only clients would also raise the profile and client feel of appreciation for their business.
  • Posted by Jay Hamilton-Roth on 10/14/2012 at 4:06 PM Accepted
    Can she focus on a local decorator showcase home? It sounds like their artwork would best be appreciated in the right setting with people who are looking to improve their own home.

    As far as a loyalty prize, it's all in the perception. If people in the region deem the art top-notch, then the prize can make sense. If she's an unknown, then it's not likely it'll interest the merchants nor their shoppers.
  • Posted by NovaHammer on 10/14/2012 at 7:08 PM Author
    Phil. Her objective research has been her cash clients at Craft Fairs and those professional events coordinators booking her for future Christmas & art shows 'by initiation only'. These events are few and far between ...she's sees the snoopers and buyers and fellow artists asking questions and hoovering, studying her work. If the spectrum is different so be it but this is segment that decorates or can afford to these days up her way.

    Jay; I get your point and my question is -does a sample and an letter stand a chance of getting past the GateKeeper so her work can be seen?
  • Posted by Jay Hamilton-Roth on 10/14/2012 at 9:06 PM Member
    While it's possible she'll get past the gatekeeper, it'll be much stronger if she can make a personal connection first to a store manager. Find out what the store's plans are first, gauge interest, and ask a lot of questions (including seeing if the manager truly likes the artwork). Without understanding the landscape, a cold call / pitch is unlikely to get a warm reception.
  • Posted by telemoxie on 10/15/2012 at 1:50 PM Accepted
    regarding one being out of one's league... I know very little about business to consumer sales. But one thing I have noticed is doctors offices displaying works of art (e.g. paintings) which are also for sale. Could this be an option? If so, the seasonal nature of the artwork could be a major benefit to doctors offices. They could have the artwork in their offices automatically updated to reflect the seasons at no cost to them. And it might be possible to partner with other artists to share the costs of marketing and distribution and to provide a one-stop shop for a variety of artsy items. Just a thought.
  • Posted by NovaHammer on 10/15/2012 at 2:17 PM Author
    Thanks Dave;

    I've been warned off Consignment sales (by other artists) as the host exhibitor has little or no interest in moving the product. They also have nothing invested in it and might have a void on their wall for a while when it does sell.

    I'm more inclined to place a few solo pieces for a finite time where no one else exhibits but still offers the same client demographic.

    Salons, Hotel Lobby's etc..but not for sale, more as a Brick and Mortar equivalent and subsequently create a similar feel or association with their surroundings. Less hassle for the site owner also.



  • Posted by CarolBlaha on 10/15/2012 at 6:30 PM Accepted
    I have no fears working on consignment. I do have agreement upfront on placement of product.

    I would skip the brochure, it's just a waste of money. I'd skip the 10 piece opening order. Just sell it wholesale to the retailer. That way she can manage the orders better.

    I'd talk to venues about doing a one girl show. I did this with an artist once when I owned a restaurant. It was win/win. People came to check out the show and increased sales for both of us.

    I'd talk to interior designers. I don't know what her niche may be, but hospitality designers are always looking for unique pieces.

    There are a lot of places you can go with this.
  • Posted by NovaHammer on 10/15/2012 at 10:47 PM Author
    Nice insight Carol...however she is not close enough to any Hospitality Design Firms (2.5 hrs) away ... and a one girl show might be pushin it here in Canada's rural maritime provinces these days... risking a flop isn't a vibe she wants to move forward with.

    The target shops are a mecca for shoppers, diners and tourists...sample drop off is in the works with chain purchaser hopefully after some discussion with the nearest store manager.

    I'll be open to consignment if it comes up after I solve their problems ;)
  • Posted on 10/16/2012 at 11:22 PM Member
    While I haven't seen the product line, it seems to lend itself well to the graphic nature of social media....Facebook, Pinterest, Instagram come to mind...Etsy.com is another avenue for artsy, crafty products...

    Getting an audience with buyers of the Home Goods, Crate and Barrels and Pier One Imports of the world is going to be tough and will take a significant amount of time, if you get a foot in the door at all...

    I would look into shows featuring home furnishings and design products. The New York International Gift Fair comes to mind, as well as the National Stationery Show...These as well as other design-themed shows are produced by George Little Management...I believe the URL is https://www.glmshows.com. Do a Google search just to be sure...

    Many buyers and buying offices attend these shows looking for the next "big" thing...The price of a booth is not cheap! But it will give your client's line the exposure it needs. The next show is next January or February, so there might not be a lot of available booth space left.

    Again, getting into the big retailers is difficult...another alternative might be finding smaller boutiques or marketing yourself through interior designers and interior decorators and stylists might be a stepping stone...
  • Posted on 10/17/2012 at 11:31 AM Accepted
    Another avenue your client might consider is a web site called onekingslane.com. There is a "become a vendor" link at the bottom of a very lengthy home page that will lead you through the process.

    I found them while reading emails in my Hotmail account and I notice now they are advertising on television as well. I have pinned and repinned some of their items so the exposure is there!

    I don't know what the particulars are, meaning if they have a pay-per-listing or consignment shop type of business model. But it is something to consider depending on what your target market is...

    This might be the roundabout approach you may have to take. When you approach a buyer at the big chains, having tangible proof that there a viable customer base for your client's products might be what gets you in the door!
  • Posted by NovaHammer on 10/21/2012 at 11:15 AM Author
    The chore is also to sell single pieces of art without becoming cookie cutter centric... many thanks to all.
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