Helping Artisans Reach Global Markets Pamela J. Brown, Ph.D. Associate Professor & Extension Entrepreneurship Specialist (Retired) Texas Cooperative Extension Texas A&M University System Introduction to Artisan E-Commerce Curriculum • • • • Promote the artisan industry Support artisan economy Strengthen the artisan business Analyze the e-commerce opportunities for artisans • “Making your craft business better – online” craft • Definition: (Noun) making things by hand: a profession or activity involving the skillful making of decorative or practical objects by hand, e.g. weaving, pottery, or woodcarving ( often used in combination ) • Definition: (Can be used in the plural) object produced by skillful and work: something produced skillfully by hand, especially in a traditional manner, e.g. a piece of pottery or carving ( often used in the plural ) Media of Artist with Web Sites Media of Artist Selling Online • • • • • • • • • • • • • • • • • • • • • • • • • • • • Clocks Paper Book Art Garden Art Ceramics Metal Jewelry Glass Furniture Wood Baskets Toys Fiber Leather Clocks Paper Book Art Garden Art Toys Ceramics Metal Jewelry Glass Furniture Wood Baskets Fiber Leather • • Wood With the many available woods, each with its unique grain, the possibilities are endless for creating works from wood. • Keywords: stain, grain, whittling, carving, Windsor, Mission, Shaker, Duncan Phyfe, mortise-and-tenon Works: furniture, sculpture, cabinetry, toys • • Fiber Fiber has an important place in history and the present. From cloths used to wrap mummies in ancient Egypt to intricately patterned tapestries hanging in The Vatican, fiber, like all objects in craft, shares and practical and decorative heritage. • Keywords: linen, merino wool, cotton, needlepoint, embroidery, crewel, knitting, crochet, cut, drape, weaving • Works: garments, tapestries, rugs, blankets, dolls, baskets, purses, sacks, sails Creativity is the single most sought-after attribute in the business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.” –Harvey Seifter, Director, Creativity Connection, Arts & Business Council Activity – 10 to15 minutes • “How can you use your creativity in managing your business better?” • “What is the most challenging part of being an artisan business?” • “What is your biggest challenge of doing business through e-commerce?” • “What kind of craft do you make that you would like to sell online?” E-Impact on Craft Businesses Conducting business Costs Profit Time Customer relations Employees Vendors Policy Less than 60% of all small businesses have a web page! Location, Location, Location • Why do you live and work where you do? – Rural ScenicQuality of life • How can you leverage the desirable traits of where you live with the need to reach more customers? • Downside – less/no visibility It’s all about marketing. . . Using the Internet . . . And more marketing . . . And planning. Where (or how) do you sell most of your art? •Walk-in art galleries •Ebay auctions •Imagekind •Artist Rising •Art.com •Boundless Gallery •Yessy •PicassoMio •ArtByUs.com •Artflock •GoZabo.com •OriginalArtOnline •RedBubble •My own website Source: The Crafts Report, 2004 Who is Using Internet Facts GLOBAL U.S. - 445 Million people - 51% of most developed countries – 81% of teens – 63% of adults • 18-29 80% • 30-39 74% • 50-64 60% • 65+ 26% – 60% women – 66% men Directories: http://www.searchengines.com/general Directories.html Search Engines: http://www.searchengines.com/general Search.html Meta search engines: http://www.searchengines.com/general Meta.html Internet Usage by Age Group . . . Who Are YOUR Customers? Why Would The Following Web Sites Find Online Business Beneficial? • www.purcifuls-toys.com What do you think? Is this a handcraft site? • www.awildsoapbar.com Do these links make sense to the viewer? • www.santafeweavinggallery.com Does this make you want to buy their product? • www.oiseauxsisters.com What does this site tell you? What do they offer? What Do You/Artisan Want? • To be found? • To be found on the first page? • To be found at the top of the first page? Activity How are a store front and an online similar and different? In Store Online Business cards-name, logo, business type, contact info, Similar information Brochures Ditto How Are A Store Front And An Online Similar And Different? In Store Online Check-out stand Transaction siteshopping cart How Are A Store Front And An Online Similar And Different? In Store Online Yellow pages Signage Search engines Keywords, paid placement Banner ads, links News ads In Store Online Newsletters, mailings Newsletters, listservs Subscriptions Ditto , freebies Drawings, events, shows Ditto In Store Online Home Studio Consignment, special events Retail Web mall, location array affiliates More Resources For Artisans • Texas Commission on the Arts – http://www.arts.state.tx.us – http://www.arts.state.tx.us/craft/ciform .asp • A registry for Texas artisans • Look for the Arts Commission in Your home state. • American Crafts Council – http://www.craftcouncil.org Learn from Multiple Resource • Do online searches of business in the same medium • Join local arts council and get feedback from other members. • Look at e – businesses you believe are successful regardless of what they sell. • Talk to other e – retailers. • Look for local web developers to assist you.