Art Sales Success Story: Selling Art in a Cafe

One question I get a lot is:  "How have you sold most of your art so far?"  People want to know what sales avenue has worked best for me in this beginning phase of my art career.  While a lot of things have started to fall into place, one successful venue has been putting my artwork up in a cafe.  

When I started selling my art 7 months ago, one of my marketing/sales strategies was to get my work up in local cafes or shops to increase my visibility.  This last week I sold off all but 1 painting from a local cafe and I am pretty pleased.  I have been trying to analyze what went RIGHT to make this happen and I have a few ideas.  Here is what worked for me:

1.  I cold-called about 10-20 places that I thought would be a good fit for hanging my art.  I used a phone script and left a lot of voice messages.  Luckily I heard back from a bunch of shops.
2.  Of the people who got back to me, I made sure that the owners did not want to take any commission and I visited the cafes to see if there was a lot of traffic.  I also asked if prior artists had sold much artwork.
3.  Just Go For IT!  I was nervous for my first cafe set up being "perfect" but I knew I had to just get my stuff out there.  The first place I chose was a cute cafe with a lot of traffic but I didn't sell anything.  This was because of the cafe location - a student/younger adult neighborhood.  I don't think people at this particular cafe had money OR owned homes.  Definitely choose a place in a neighborhood filled with people who are 35 plus and own homes.
4.  Learning through trial and error:  I committed to staying at the first cafe for only 1 month.  This was a good decision since I didn't have any sales and was able to move on quickly.  I was able to learn a lot about how to display the art, the materials I would need and the time it takes.  (Email me if you want more info on the set up process.)
5.  Location is everything:  My second location was an Ice Cream Shop called The Daily Scoop.  Good things about this location:  in an artsy neighborhood, in a neighborhood with homes, (not apartments), shop has a retro/crafty vibe and is known for displaying local art.

Photo Credit: David Olender

6.  Self promotion on-site:  I bought a plastic business card/flyer display at Staples and used it to display cards and a personal flyer (with info on my blog, etsy site, website, and a photo). 

7.  Success!  Sure enough, at this new location, I have sold 7 out of 8 paintings that were displayed.  My prints did not sell but I am finding that people want original, affordable art for their homes.  

8.  Follow up - I have contacted all the people who purchased my art at The Daily Scoop and have received additional sales from these collectors!

All in all, finding a good location is KEY to sales success at a cafe.  The above steps worked for me and I'd love to hear what has worked for you!  If you have any questions about the steps, please email me for details!  Luckily I found a hot spot and I hope that it continues to be a profitable location.  If not, I'll be sure to chronicle what NOT to do in a future post.  :-)       

Interview Series: Handmade Business Owners

Interview 2:  Sweet Cheeks Baking Co.
It's been way too long since I did an interview post and I've been meaning to do this one for a while because the owners of this amazing bakery helped make our wedding so spectacular.  I chose their bakery for our cake because they were so creative in person and their cake/icing flavors tasted amazing.  So many people at our wedding went back for seconds on the cake!   Elaine of Sweet Cheeks Baking Co. was nice enough to answer my interview questions below on how she and her partner started such a successful baking company.  

Name:  Elaine Palminteri Ardizzone & Donna Cellere
Business: Sweet Cheeks Baking Co.
Year business launched: 2007
Website: www.sweetcheeksbaking.com
Short description of what your business is: Specialty Cake Design and Wholesale Desserts

1.  What was the most important thing you did in the first year to establish yourself and gain enough momentum to persist?  We did NOT take out a loan but started with very limited capital and worked with what we had.  So we never had huge overhead.  We spent minimal money but lots of facetime so that people learned who we were.  We literally talked a lot (or I did, The Mouth) and talked our way into situations that would help us.  We sought help from people with similar experience and took their advice when it seemed appropriate and deviated when it seemed better for us.  In other words, we used our gut and ate PB&J a lot...

2.   Of the following things, which has been the most important to your business and why? ALL OF THEM:

a.  networking - Possibly the #1 thing here, absolutely, especially for the wedding industry.  There are so many vendors out there, people will buy from whomever they LIKE more than  whose product they like.  You can find a decent product anywhere.

b.  putting in many, many hours - Key to success is not being afraid to work long hours when necessary, but sometimes taking time away is just as important.

c.  coming up with innovative ideas - This is very important when getting attention from the public eye, or else you sit stagnant with other established businesses. We offer our cake tastings in a unique way that separates us and cake ingredients and health that no other top quality cake designers offer.

d.  something else please describe:  Customer Service!!!

3.   What were you doing before you launched your business and why did you want to leave?  Working for someone else...never again if we can help it.  It's either in your blood or it's not to work for yourself.   You must be willing to take a pay cut or a complete lop-off of income for a while if you intend to open your own business.  Income is not happiness, but it is critical to survival too...it's a balance. 

4.  What has been the most unexpected challenge that you’ve faced so far?  Being asked to be on FOOD Network out of the blue...for something that we did not already do (sell online for shipping).  We had to fabricate packaging, a new website, online shopping cart, and speed of production for an item - all within 3 weeks!  It was totally NUTS.  But do you say "no" to the FOOD Network?  Uh, duh...

  

6.  How long did it take before you felt like your business was successful in terms of having a strong, recognized brand, and in feeling financially comfortable?  About 2 years into business, when we had already hired 2 employees and felt we actually had some flexibility with our own time, we felt a bit more "settled."  The biggest deal to me was hearing fellow industry leaders saying, "Wow, Sweet Cheeks Baking is all the rage!  Everyone says such great things about you girls!"  That means a lot. 

What helped you mentally persevere to get to that point?  Our husbands.  Thank goodness for the "team" mentality of a very strong relationship.  They have helped us financially as well as emotionally and mentally, it's a gift.

7.  Name 3 things that you think a creative business must have to be successful.  

*Positive working relationship between owners (and staff, if you have employees).
*Fun and open flow of ideas

   *Finances to offer the tools to your employees to do their jobs properly.

Thanks to Elaine and Donna for some great insight into their business!

Multiple Streams Of Income For Artists

This year I am eagerly trying to soak up as much information about the art business as possible so I decided to take an E-Course on Multiple Streams of Income for Artists and Crafters.  The online course is taught by crafter and business woman, Laura Bray.  So far she had us brainstorm 50 different ways to make money from art, especially focusing on ways to make money again and again from a single painting.  THAT is what I need to work on!  Some examples of artists/crafters who really do a great job at this are:

Mary Engelbreit 
Martha Stewart (look at all the items she has for sale - craft tools, home goods, books)
Paul Brent - one of the top art licensors in America

Hopefully that will be me someday - my art making money for me on everything from aprons to greeting cards, books, scrapbook papers, etc.

I am looking forward to learning what it takes to get there!

A screensaver by Mary Engelbreit

My First Street Fair Experience

I made it through my first street fair experience and I am happy that I did something new yet excited that it's over.  I did the street fair for a number of reasons - to sell art, to get my name out there, and to get experience with setting up and manning a booth.  While I didn't sell as much art as I'd like, I didn't bomb AND I definitely got great exposure and experience.

Here's the breakdown of the experience:

This street fair was a 2 day event in Encinitas, CA.  It is a HUGE fair with about 10 blocks of booths on both sides of the street.  I think the attendance was great - there was constant traffic and a lot of people stopped to talk about my artwork.  I got a great response.

I was hoping there would be more arts and crafts booths but this fair was mainly gifts, gadgets and (sorry) junk.  (SEE PICTURE BELOW) I called the booth next to me "The Dollar Store".  There was a non-stop, mad frenzy for plastic jewelry going on next door!  I mean really, how can I compete with $1???   People were not at this street fair to buy one piece of art for $40 - $150.  They were there to spend $5 on a doggie visor, $5 on jewelry, $5 on Kettle Korn and the rest at the beer garden.   I'm not trying to sound bitter - this was the reality and it's OK because I learned a lot!

My sales were ok.  I ended up making more $ than what I paid to be at the event, so that felt good.  I took notes and here is what I would do differently next time:

• Frame more canvas paintings and make more framed prints - It seemed that people could imagine hanging the framed pieces in their home.  My big framed print was the first thing to sell. 
• Take better care of my paintings in transit.  I noticed that some of the paintings had marks on them the second day.  Luckily I brought some baby wipes and got the marks off.  Baby wipes were a life saver!
• More variety in themes - I had a lot of my food paintings out and they attracted a lot of attention but people either loved them or said things like "that's just going to make me eat more!".  In fact, a lot of women made that comment!  I never thought of that and I bet they wouldn't say that if I had some fruit and veggie paintings.
• Send out more personalized notes to people who have told me they like a specific painting.  People who already have a vested interest in a painting will be more likely to make a large $ purchase than an impulse buyer.
• Another thing I would do differently would be to try a strictly ART fair.  My next door neighbor vendor told me that he had better luck selling art at art fairs where people knew they were coming to see and purchase art.  He said that people don't go to typical street fairs to make large purchases.  

On a side note, I owe a lot to my husband, Brad, who turned out to be a lot more than just a treasurer.  He basically set up and broke down the entire booth,  (the neighbors FOR SURE thought I was a prima donna) he got me food and kept me company the whole time!  That is love.  Thanks B!

In addition, it was AWESOME to see so many friends come by the booth.  Seeing friends really got me through the long days.  I am lucky to have so many nice people in my life!

So I'm on to my next art business adventure.  I can't wait.  There is something invigorating and amazing about doing something you've NEVER done before and getting your art OUT THERE.  It's scary but it's so worth it.

Interview Series: Handmade Business Owners

Interview 1:  Jer's Handmade Chocolates
One thing that really motivates me is hearing real life success stories from entrepreneurs.  Especially men and women who have turned handcrafted products into successful brands and thriving businesses.
I am starting a monthly interview series on my blog as a way to educate myself AND anyone else who is reading (not many at this point but I'm keeping my fingers crossed), on the ups and downs of starting a handmade business.  I'll be focusing especially on the beginning phases of starting a business.
My first interviewee is my friendly neighbor and owner of Jer's Handmade Chocolates - Jerry Swain.  You might have seen his boxes of scrumptious chocolate covered peanut butter balls at Whole Foods, online or even featured on the Rachel Ray show!  Obviously I counldn't take too much of Jer's time so if you want to learn more about his chocolates and his company - visit his website.

   Jer's One Pound Gift Box 

Here is my interview with Jer:  

Name: Jerry Swain

Business: Jer’s Chocolates

Year business launched: 2001

Website:  www.jers.com

1.  What was the most important thing you did in the first year to establish yourself and gain enough momentum to persist?  [Jerry Swain]  spend time writing a plan and researching the industry.  Since I did not come from a food or chocolate industry (I came from high tech), there was a lot I needed to learn about the industry.  I spent a lot of time writing out a specific plan from which much of the data and ideas came from learning from industry trade shows and conferences. 

2.   Of the following 3 things, which has been the most important to your business and why?  [Jerry Swain]  C – for us, it is important for us to stay innovative.  Our goal is to create products that differentiate, not “me too” products. 

a.  networking

b.  putting in many, many hours

c.  coming up with innovative ideas

3.   What were you doing before you launched your business and why did you want to leave?[Jerry Swain]  I worked in high tech.  My career started with IBM and then I was in Telecom before I left to start on my own.  I was fortunate to gain great experience from my previous jobs and all of it led me to want to create a company from a concept/idea.  Since I was a young boy, I had always been motivated about “creating” business and opportunity from scratch and seemed to have the energy to see something through.  My first entrepreneurial love and experience was trading baseball cards from the time I was 9 years old. 

4.  What has been the most unexpected challenge that you’ve faced so far?  [Jerry Swain]  Wow, there are sooooo many.  Well one was during the week before I got married.  The Food Network aired a piece on our company and it turned me upside down.  We had expected it to air in October for the first time and it aired in April (week of my wedding).  I spent the week building 1100 boxes of chocolates, sending out internet orders and returning hundreds of calls (then made time to get married that Saturday -: ). 

5.  If you could go back to the beginning and do something differently, what would you do?[Jerry Swain]  Spend more time planning, researching and setting up the foundation for the company.  Although I thought I did significant due diligence, I would have spent more time seeking out individuals to interview to find out more.  However, if you asked me if I’d change anything, I’d say no!  I’ve loved the journey thus far! 

6.  How long did it take before you felt like your business was successful in terms of having a strong, recognized brand, and in feeling financially comfortable?   What helped you mentally persevere to get to that point?[Jerry Swain]  Probably over the past 3 years when our brand started showing up in more stores and we did not have too much of our business in just a few chains and customers.  Regarding what mentally helped, I surrounded myself with good friends who were positive, and my wife, Mariella, was and is very supportive. 

7.  Name 3 things that you think a creative business must have to be successful.  [Jerry Swain]  Good people, the ability to plan well and execute the plan, and be funded for growth

Thanks Jer!