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.
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