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*~* Calling All Professional Artisans! *~*

The countdown toward the new century has begun. Are we, in the craft industry, ready to face the new challenges this will bring? Our mission is simple. Each one of us must make it our goal to increase customer awareness and appreciation for the art or craft work we produce right here in the USA. This will translate into growth within all segments of the industry and help to produce the sales results we wish to achieve.

We need a strategic plan, and we need it now!

First, we need an infusion of -- creativity -- the very thing our industry is built on. Each and every artisan holds the power to carve out a niche in the marketplace. This will be accomplished by the artisan who is innovative and designs with a careful eye on his target customer. Keep your product line fresh and updated with the current styles, colors or trends. Be aware of what your customer wants, and be quick to fill the need. You hold an advantage in this court, as a small business, you can react quickly to change by adapting to customer demand. We can strengthen our industry with innovation and creativity.

Lately I have been listening to many artisans who blame decreasing sales on the mass marketers of imported arts and crafts, or the craft show promoter, or craft mall owner, who allows a vendor to sell imports, rather than insisting on hand made in the USA. Yes, it is an issue we are facing, but we can unite and fight back.

The second part of the strategic plan is a challenge to every artisan to unite and build customer awareness that his art or craft is “Made in the USA” or “Handcrafted in the USA.”

What should you do....

1. Hang a sign in your booth or sales area stating that your products are “Made in the USA” or “Handcrafted in the USA.”

2. Label every item you make “Made in the USA” or “Handcrafted in the USA.”

3. Include this message on every brochure, catalog, flyer, business card or any other material you use to promote your work.

4. Only enter juried shows or craft malls that assure you that they only accept hand crafted work.

5. Speak up... when you discover imported items in a place that you sell in, let the promoter or owner know how you feel.

6. Encourage your show promoters and shop or gallery owners to request that all vendors label their products “Made in the USA” or “Handcrafted in the USA.”

7. Enlist the cooperation of all the artisans you know or meet to participate in this grass roots movement, as a strategy for now, and into 2000.

Join together in a unified industry effort. Take charge... It is important that all segments of the craft industry unite to promote arts and crafts made in the USA. Each one of us must make it our goal to increase customer awareness and appreciation for the high quality hand crafted work we make, right here in the USA. We must also be accountable and work together to nurture innovation and creativity in our work. We encourage you to join us to re-invigorate our craft industry now and for the future.

(C) 2000 NCA the National Craft Association

*~* Crafty Tips *~*

1. Selling Wholesale:

The important thing to remember about sales calls and contacts, you are sowing seed! Public relations, for future gain. Many feel they have a good return for their effort if they get 2-3% on calls and contacts. I think new people in business need to understand that all the marketing you do is really a numbers game. For example if you send a direct mail promotion to new contacts, the pros tell you that a 1-2% response is good. Cold canvassing stores works the same way, as mentioned above.

There are rewards to your initial rejection or lack of response. EXPOSURE every time you reach another new prospect that is one more that is aware of what you have to offer.

But.. the most important thing about marketing is follow up! It is not enough to send a mailing or visit a shop. To get results you need a minimum of 3 contacts. Without follow-up you are throwing away the time and energy invested in your initial contact. There are many reasons they may not buy, not their buying season, no money in the budget for additional items at the time, the item is to similar to other items in stock, price is to high, price is to low and some buyers simply do not buy on impulse, but rather after taking time to review how a new line will fit with their existing merchandise line.

Many of these prospects can be turned into buyers if you will only do the follow up required to finish what you started with your initial contact.

2. Personal and Business Builder Tips:

Seven things you can do to get started with personal and business success:

Ever have those days where no matter what you try life seems to be a series of one step forward and two steps back? Well that is the day, and today is the very best day to take charge of your life and develop strategies to achieve personal success. You will need to work hard and make a commitment to your personal success plan, but once you break the inertia you will find that small achievements will help you gain momentum and each step forward will attract more success for you and your business.

1. Take a look at the one and only person responsible for your success- YOU. To be successful you must take complete responsibility for your actions. You can t pin your success or your shortcomings on anyone else.

2. Develop and nurture a successful self- Start by smiling more, look to the positive side in everything. Don t list all the reasons why something is hard and you can t do find the reasons even if it is only one to start with of why you can do something. You must develop a successful persona to become a successful person.

3. Make the decision today- Decide today that you will be successful. Praise yourself for past accomplishments, take stock of your strong qualities and work to nurture and improve those that are underdeveloped. You have a purpose and a mission you must sweep aside the negative clutter and define this purpose and begin today to fulfill yourself.

4. Always begin with the positive- Every morning you wake up, every time you speak with other people. Always stick with the positive. Associate with positive people. People who have also made the commitment to success. Avoid negative people at all costs. They will not only drag you down. Their negative actions and thoughts, their pessimism, whining, and complaining is a toxin and you need to steer clear of it.

5. Visualize and write down how you desire to live successfully- Think of the things that are meaningful to you. That gives you pleasure, comfort, and fulfillment. Then being as specific as possible write down how you want to live. Don t listen to any of the negative, just concentrate. Write down every detail, where you live, what your house is like down to the decor. What you and your friends are passionate about, what kinds of community projects do you donate your time and money to. After writing everything down copy the moist vivid and important things into a new journal. One chose just for this. Make the journal come to life with drawings, photographs, magazine clippings, articles, and poetry. Images and words that will help your vision of a successful life crystallize in your mind. Look through this journal several times a week. Every day visualizing living that life. Make all of your actions in accordance with that successful life.

6. Define what success means to you- Concentrate on what you are best at and what brings you satisfaction and fulfillment. Using your vision of how you want to live, write down and then read out loud what success means to you. Otherwise you won t know when you have achieved it.

7. Study and make the commitment- Read books and magazines about people who are successful in your eyes, and study and learn ways to become more successful. Develop a daily methodical systematic approach to reaching your goals and take one step towards your success. Keep your mind in the moment don t let it wonder to negative discourse. Focus your attention on your vision of success. With a resolute attitude you are well on your way.

Many crafters operate their business alone or with the help of family or friends. Therefore you must realize that you are the driving force behind your business. You must take steps to make sure that you set and then achieve the goals you have set for your business.

3. Internet Sales....

According to "Business 2.0" survey this is what the average Internet Customer looks like in some areas that will concern you. Read this carefully and digest it! Keeping updated on consumer spending habits is important for craft professionals in planning your marketing.

The overall online shopper is 33 years old with an average income of about $59,000. 57% have college degrees and 30% are professionals. 59% are single; 41% are married. Here's why they are buying on line: 66% said convenience. 44% mentioned "avoiding crowds." 42% said prices and "speed and delivery" only came in at 19%. What's their online buying patterns? 33% said they bought once, with 50% saying they bought 2-4 times and 13% saying they bought 5-10 times. 45% said they spent LESS than $100 and 29% spent $100-$299. And 26% spent more than $300.

4. The Millennium?

People think a new millennium will begin on January 1, 2000. However, since the calendar started with AD 1, the new millennium technically begins on January 1, 2001. However, plan to design some Y2K items for your fall and holiday product line, they should prove to be big sellers. Retailers report millennium items are quickly moving off the shelf.

5. Calculate Shipping Charges the Easy Way!

If calculation of shipping charges is still an area you need to improve on for your business then take a look at this web page from Netscape. http://netscape.smartship.com/expressshipping.html

It calculates and compares online shipping charges from the major carriers such as Airborne, UPS, USPS and Fedex. Enter the "to/from" zip codes, weight and it calculates rates. Helps take the mystery out dealing with shipping charges.

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