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Marketing 101
There is so much to learn and master in marketing a craft/art product. Marketing 101 will help students learn to describe their jewelry or product, identify potential clients, and figure out how to make their work accessible to the right audience.
Discover how to take the necessary steps to create a marketing plan that will target your individual market in the most cost-effective ways possible, in easy to follow steps. Press releases, press kits, mailing lists and artist statements are just a few of the topics covered along with all sorts of things you never knew you didn't know. There are a lot of handouts and hands-on exercises. Come prepared to learn and have a good time.
Marlene is a craft business consultant with over 30 years' experience in the jewelry industry and author of the award-winning book about running a small jewelry design/craft business, Profiting by Design. If you'd like to read more about Marlene, please visit her website www.marlenerichey.com.
Meet the instructor
My father was a college art professor and my mother a free-lance writer, neither of them had even a rudimentary knowledge of business. I graduated from Central Washington University with a degree in art and jewelry, without anyone ever suggesting I might sometime want to make a living at what I had studied for four years. A few years later William Richey and I joined forces and we naively started a jewelry design firm with absolutely no idea of how to run a business. And that was the beginning of a long journey on learning the do's and don'ts, ups and downs, ins and outs of becoming art entrepreneurs.
During my 30+ years career in jewelry, I have run a wholesale business and a retail gallery, done hundreds of shows – craft and trade, indoors and out, juried and not juried, dreadful and successful. I traveled for nine years to every nook and cranny of America selling our line. I have served on numerous board of directors (currently Society of North American Goldsmiths), am an award-winning consultant to emerging artists (Contemporary Design Group's 2009 Designer Advocate of the Year), teach seminars and classes, a professor at the Fashion Institute of Technology in NYC, participate on panels, a free-lance writer for jewelry/craft publications, contribute an on-going column for Art Jewelry magazine called "Business Savvy" and authored an award-winning book about running a small jewelry design/craft business - "Profiting by Design" through the MJSA Press.
Materials & Tools
There is no materials fee for this class. Handouts will be provided.
Students should bring:
Pen, paper, all marketing materials that you have produced to date, samples or pictures of your work.