Helping Artisans Reach Global Markets

Helping Artisans Reach Global MarketsPamela 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

• Clocks • Paper• Book Art • Garden Art • Ceramics • Metal • Jewelry• Glass • Furniture • Wood • Baskets • Toys• Fiber • Leather

Media of Artist Selling Online

• 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 businessCostsProfitTime

Less than 60% of all small businesses have a web page!

Customer relationsEmployeesVendors Policy

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 visibilityIt’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 FactsGLOBAL

- 445 Million people- 51% of most developed

countries

U.S.

– 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/generalDirectories.html Search Engines:http://www.searchengines.com/generalSearch.htmlMeta search engines:http://www.searchengines.com/generalMeta.html

Internet Usage by Age Group . . .Who Are YOUR Customers?

Why Would The Following Web Sites Find Online Business Beneficial?

• www.purcifuls-toys.comWhat do you think? Is this a handcraft site?

• www.awildsoapbar.comDo these links make sense to the viewer?

• www.santafeweavinggallery.comDoes this make you want to buy their product?

• www.oiseauxsisters.comWhat 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?

ActivityHow are a store front

and an online similar and different?

In Store

Business cards-name, logo, business type, contact info,

Brochures

Online

Similar information

Ditto

In Store Online

Check-out stand Transaction site-shopping cart

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

How Are A Store Front And An Online Similar And Different?

In Store Online

Newsletters, mailings

Newsletters, listservs

Subscriptions, freebies

Ditto

Drawings, events, shows

Ditto

In Store Online

Home

Studio Consignment, special events

Retail location array

Web mall, 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.