Helping Artisans Reach Global Markets

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Helping Artisans Reach Global Markets

• Pamela J. Brown, Ph.D.
• Associate Professor
• Extension Entrepreneurship Specialist (Retired)
• Texas Cooperative Extension
• Texas AM University System

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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

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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 )

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• 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

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• 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-tenonWorks  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   

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Creativity is the single most sought-after
attribute in the business world todaynot
surprisingly, since it is unquestionably the
driving force behind todays global economy.
Harvey Seifter, Director, Creativity
Connection, Arts Business Council
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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?

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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!

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Location, Location, Location

• Why do you live and work where you do?
• Rural Scenic Quality of life
• How can you leverage the desirable traits of
  where you live with the need to reach more
  customers?
• Downside less/no visibility
• Its all about marketing. . . Using the Internet
  . . . And more marketing . . . And planning.

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• 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

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Source The Crafts Report, 2004
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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

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Directories http//www.searchengines.com/generalD
irectories.html Search Engines http//www.search
engines.com/generalSearch.html Meta search
engines http//www.searchengines.com/generalMeta.
html
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Internet Usage by Age Group . . .Who Are YOUR
Customers?
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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?

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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?

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Activity
In Store
Online
Business cards-name, logo, business type, contact info,
Brochures
Similar information
Ditto

• How are a store front and an online
• similar and different?

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How Are A Store Front And An Online Similar And
Different?
In Store Online
Check-out stand Transaction site-shopping cart
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How Are A Store Front And An Online Similar And
Different?
In Store Online
Yellow pages Search engines
Signage Keywords, paid placement
News ads Banner ads, links
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In Store Online
Newsletters, mailings Newsletters, listservs
Subscriptions, freebies Ditto
Drawings, events, shows Ditto
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In Store Online
Home
Studio Consignment, special events
Retail location array Web mall, affiliates
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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

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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.