Know-How Exchange : Advertising/PR

Try some PR!

If you have some boutique shops that resell your pieces, then I would help them enlist a local interior design magazine (or a local news source with a design feature) to feature your product.

- Shelley

My mother is quite crafty herself. She paints objects and old antiques in a fashion very similar to the shabby-chic style. In addition, she went on to ceramic molds, kilns, and hand panting a variety of ceramic and wood decorative pieces.

With this type of art, the most cost effective way to start out is to reserve a booth at a local craft show. "An Affair of the Heart" is a popular show that moves from town to town in Oklahoma, Texas and perhaps even your state. Another VERY popular craft outlet is War Eagle in Arkansas. People come from all over the country to display their wares AND shop.

Do do this, you need to be well prepared. Take a nice selection of your various, most popular pieces and duplicate them. Make some exactly the same, and others that are similar but with a different design. For example, you could do 3 different versions of your windows, each with a different wood color and flower(s). For a show as big as the ones mentioned above, it would not be un heard of to prepare AT LEAST 20-30 of EACH piece of art. Smaller shows hosted by local organizations may not require as much inventory.

You will need a few long folding tables (depends on how much space you lease), table cloths congruent with your style, some sort of shelving (my mother bought old, worn, antique hutches, bookshelves etc from local antique auctions and yard sales- a GREAT place to get cheap, authentic furniture AND things to paint!), and perhaps some sort of backdrop with several hooks to hang your windows (a couple of used, tri-fold doors painted with a distressed crackle finish works and looks great). You caneven go on ebay to purchase some shabby-chic paintings for dirt cheap...they have thousands of them. Use them strictly as decoration or resell them!

The idea is to have an attractive "booth" which matches the style of your art. You want people to be able to walk in and select things from the wall and shelving while at the same time you have several items and business cards on the table(s). Use large Rubbbermaid containers to store additional inventory under the tables. You can keep the bulk of it out in a trailer (if you don't want to invest in a trailer just yet, you can rent a U-Haul for your first few events).

You will need a cash register (you can get one for $50 at Sam's or Wal-Mart). I'll have to check into sales tax (if applicable in your area) but I believe since you are selling as a "hobby", you can claim it on your personal returns up to a certain amount. Once you get big enough to justify filing corporation and getting a tax ID# (only costs a few hundred bucks anyway), you can takle the corporate side of taxes, etc.

Come up with a name and a logo for your "company" (I can help you with this), and have business cards made. Attach a business ard to the back of EVERY piece and have several available to pass out. It is not uncommon for someone to call you a week or two after a show and order several dozen or several hundred pieces of your work. A nice little website wouldn't hurt. It could be an excellent place to display your products, new projects, take orders, etc. (I can assist you with this as well).

Most craft shows of the caliber I mentioned above will charge you around $200-$1000 per day, depending on how much space you need and location. Speaking of location, the corners of the ailes are the best (and most expensive)...especially near the consessions. You get a lot more exposure this way.

So, basically, it is very, very possible to get started and get in on some of the upcoming summer shows. Here is a summary of what you need:

1. Research and contact local, regional and national shows in your area. Be prepared to have pictures of you work to mail in for submission approval. If you don't know where to start, hire someone to help you.

2. Either design your own logo or have someone design one for you based on an example you sketch up or let the designer go at it and come up with something for you.

3. Come up with a name..."Shabby-Chic Shack" or something. Use your imagination or have the designer of your logo help.

4. Business cards

5. Inventory

6. Display props (tables, shelves, etc)

7. A helper or two.

8. Borrow or rent a trailer to haul the inventory.

9. Consider a website.

10. So some SERIOUS research on pricing. This can make or break you. Again, a professional can help you with this.

I am suggesting this method versus tackling it as a company because it's easy to get started and get out if necessary. Not to mention the cost is MUCH less damaging than trying to start your own corporation right now. The craft shows attract buyers for large stores, restaurants, boutiques, interior designers, etc. It's a great way to make money, have fun, expose your products, network with other "crafters", and get consumer feedback/reactions all at once!

The first show may not be a hit. the trick is to keep at it for at least 4-6 shows. Some will be better than others, but the only way to gauge is to do more than one. Don't let an initial failure deter you from moving forward. At the same time, don't let an initial success over-inflate you expectations. Play it smart and have some fun!

Feel free to send me an email if you require any further assistance!

Good Luck!