Web Site and Open-Studio Events Attract Clients
— Ken Forcier and Gwen Jones, San Francisco, California

Starting a floorcloth business on the West Coast hasn’t been easy. Floorcloths are much less known here than on the East Coast. Understanding this, our first priority was to develop a great Web site and use the reach of the Internet to market to customers all over the country as well as internationally.

We participate in local art and craft shows and have had the greatest success with open-studio events. We have also found that press mentions, particularly in the local press (San Francisco Chronicle) have been very effective at introducing us to new clients.

Contact:
Gwen Jones and Ken Forcier
Gracewood Design
San Francisco, Calif.
gwen@gracewooddesign.com
www.gracewooddesign.com

Make the Most of Web Site and Retail Space
— Julia Unggai, Malden, Massachusetts

I design and sew handmade bags and sell them through my Web site and direct to the public at my retail space in Malden, Mass. These venues are the best to market my items.

Regular updating of my Web site is one way to attract visitors. I make sure I have detailed descriptions and clear pictures of my items since my online customers aren’t able to touch my creations.

My retail shop customers can come to my store and see my items up close and handle them before purchasing. I make sure everyone leaves with my business card and a brochure.

Contact:
Julia Unggai
PaulJulia Designs
Malden, Mass.
(781) 321-2605
contactus@pauljuliadesigns.com
www.pauljuliadesigns.com

Unexpected Titles, Creative Photography Help Sales
— Ellen Zak Danforth, Fort Collins, Colorado

Although all of my blankets can be hung on the wall with a sleeve incorporated into the design, I prefer to call the large ones “Lap Robes for Two.” My medium blankets are “Lap Robes for One” and small blankets are “Baby Buffalo Robes.” Using unexpected terms to describe my work is one way to draw attention to it.

Another way is to use creative photography. Whenever possible I shy away from studio product shots and find a context that potential customers can relate to. I use a wide variety of models because the idea is to get potential buyers to imagine themselves or someone they know using and enjoying it.

My work has shown well in local, regional, national and international galleries and juried exhibitions.

I also donate pieces to carefully selected, high-profile fundraisers. The exposure generated by persistently applying to a wide variety of venues has generated invitations, awards — a 2006 NICHE award finalist, for example — and sales.

Contact:
Ellen Zak Danforth
ellen danforth designs
Fort Collins, Colo.
(970) 484-4434
ellen@ellendanforth.com
www.ellendanforth.com

Buff Up Promotional Materials
— Mary Stoudt, Reinholds, Pennsylvania

Two sales locations are constantly available to my potential customers: An art gallery I share with my sister and an art studio I rent in Redding, Pa., in the Goggleworks Art Center, where I feature my large pieces.

I recently had my advertising materials redone by several professionals, which include price tags, a postcard, a DVD portfolio, business cards and a portfolio containing information and photos of my work, and a Web site update. I distribute these items liberally.

I enter as many art shows as possible, selecting those where I feel my contemporary way of quilting will be accepted.

Contact:
Mary Stoudt
Reinholds, Pa.
jeanmary@ptd.net
www.marystoudt-artquilts.com

Refine Your Product by Listening
— Laura Kochevar, Chicago, Illinois

Handcrafted felt is a medium that begs to be touched. Perhaps because it’s such an ancient textile, it evokes feelings of comfort and reassurance. I love seeing the “aha moment” in customers’ faces when they realize what my bowls are made of and how they’re formed.  

Listening is key — I have learned a lot from comments from my customers, especially their intended uses of the bowls. I now display them with a variety of items inside from candy to quilting notions.

For retail shows, I make an effort to visit before applying. Nothing gives a better idea of the clientele and level of items being shown than being there.

Contact:
Laura Kochevar
Felt Inspired
Chicago, Ill.
Laura@Feltinspired.com
www.FeltInspired.com

Fresh Web Site and Blog Help Sales
— Sue Bleiweiss, Upton, Massachusetts

Maintaining a constantly updated Web site and blog is one of the best ways I have found to generate traffic and sales. Visitors like to see new my work so it’s important to update several times a month.

I maintain an e-mail list to keep in touch with my visitors via a monthly newsletter that highlights new works and my teaching schedule. Teaching, while not for everyone, is another way I have found to increase sales. I have had great success teaching online classes and it helps to keep my work dynamic and fresh and, in turn, generates traffic and sales.

Contact:
Sue Bleiweiss
Upton, Mass.
(508) 329-4788
www.suebleiweiss.com