Authenticity

Authenticity refers to the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions. (en.wikipedia.org/wiki/Authenticity)

This week I have been bombarded with facebook friend requests, facebook events, emails and tweets. It's election week and all of sudden everyone wants to be 'my friend'. Now I'm not against shameless self-promotion or advertising, in fact I teach these things at the college. But I definitely don't like campaigns done poorly, without creativity and most importantly where the intentions that are not authentic. Coming into my social network just when you need me means that you are trying to use me, not help me or even like me (let alone really a friend).

Sorry, this is a bit of a rant, but I figure we can all learn from their mistakes. So how do you socially promote what you do and be authentic at the same time?

1. PARTICIPATE, even before you need something. These guys should have joined twitter a year a go and joined in the conversation. If they think I could be there facebook friend, they should have done so a year a go and commented on things I do.
2. ENGAGE the audience creatively, not just by posting that your canvassing went well today. Tell me how it changed your views and what new impact you will have.
3. DIFFERENTIATE between social media channels. Your facebook statuses should not be the same as your tweets. They are two different channels and need to be used independently from each other. That also includes your news on your website, your blog and your email campaigns.

Don't wait for the postman...

Not yet anyways.

You see I haven't mailed out my holiday cards yet (so if you're waiting for the postman, you may be waiting a while). At first I felt guilty, then I felt defensive, then just resolved to that's how it was going to be. Then I was excited when the idea hit me...

I'm going to send my holiday cards out at the end of January. You know, just when the winter blahs set in. When the excitement of the holidays is long gone and nothing but bills is arriving in the mail. I'm sure I'm not the first to think of this idea, but I think it's brilliant (if I do say so myself).

If nothing else, it let's me off the hook for the next few weeks.

The Anatomy of a Blog

Last week I taught a 'Blogging for Artists' workshop at the Cornwall Artpreneur Conference. Since then a few artists have asked for the information so here are some (can't give away all my secrets at once) on what you should include in your blog posts:

• Controversy is good, make a statement, no politicians allowed (in other words no sitting on the fence)
• Links to other websites and blogs are good
• Images are vital
• Have contests
• Include your customers (comments, stories, photos - with permission of course)
• Post follow up comments (even if they come by email)

For those that missed the workshop I am hosting the same session on Kingston on November 30, 1-2 at my studio. For more info visit my site - www.lindseyfair.ca

Control...Alt...Delete

In business it's important to know when the best time and place to reach your customers is, whether it's for advertising purposes or for actual sales. Artists for the most part are pretty good at this in my experience. Most artists gear up for December, for Mother's Day, etc. But I think it's also just as important to know the most important times NOT to reach your customers.

I had a great example of when not to. On Christmas Eve as I was getting the dinner cleaned up and pumpkin pie served when my phone rang. It was a telemarketer. Not only that, but a very rude one too. When I asked him to call back at a more appropriate time (I should of just hung up really, but my marketing background obliges me to be nice), he said no and wouldn't let me ask questions either. I finally handed the phone to my husband who after a huge argument hung up the phone. Not only would I not listen to this caller, I will NEVER do business with them: 1. for having the gull to call at the time and 2. for allowing such rude people to put me in a foul mood for Christmas Eve.

They are not the only intruders over the holidays, (and that's how I think of them as intruders when they do it at such inappropriate times), but my unsolicited email went through the roof too! Which is really sad for them since there will be so much of it, I'll just delete it as a block and not read any of it.

So when you're thinking of sending your customers a note, a newsletter, or anything, make sure it is when they are wanting to hear from you. You don't simply want to be 'deleted'.

More to show than sales

Well, now that my shows are done for 2008 I can reflect on how successful they were. Most artists simple look at sales and revenue. And to be fair, we do have to pay our bills so this justifiably the most important aspect of any show. However, it is not the only measure of success or importance.

Shows are a form of advertising. In fact, when I post my expenses I put the show registration fees under advertising. Even if my sales are low during the show, I usually get 3-5 custom orders following the show. And it's important to track these, which can be tricky as it may be a few months down the road. I also usually see increased enrollment in my Bead 'n' Bitch sessions or other workshops.

At the Gift Giving Show two weekends a go, another bonus to shows came to the surface that other vendors experienced and shared with me. Friendship and peer support. Many of the artists there were meeting for the first time, since them I have seen them become friends on Facebook, heard that they have gone for coffee and I'm sure many will keep in touch at future shows.

So when you're measuring the success of your shows - don't just look in your wallet.

Blogging for Blogging

I looked back and I can't believe I haven't written about this already... blogging as an artist. I was doing two presentations today at the college and the main focus of discussion was on blogging. Is it important for business? Why is it important for business? ETC.

The answer is yes it is important for any business but especially for artists. It comes down to people buy from people; especially in the art world. If customers just needed a picture for the wall they would go to a superstore, but if they're buying art, they want the story. Your blog is a perfect place to tell your story. It's a way for customers to connect with you and feel they have a personal relationship with you.

Another important purpose of blogs is authenticity. In Trendwatch's report for 2008, authenticity was rated as the number #2 influencer in buyer trends. People want to know who you are and they want it to be believable, so traditional, biased information like brochures and websites just won't cut it anymore.

So if you don't have a blog - get one! Then let me know and we can connect in the blogsphere! Happy Blogging!

Custom lines is that an oxymoron?

I've been thinking a lot about my jewellery and what makes my beach glass pieces stand out when compared to other beach glass work. I also have been thinking about the responses I got over the summer as I'm preparing for my two upcoming shows(NGB Studio Tour and the Gift Giving show - www.giftgivingshow.com) . So the combined question at hand? It's actually two questions: how do I stand out and be remembered (which leads to repeat customers and custom orders) and how to make it simpler to do so?

Up until now, not only have I always created one-of-kind pieces but only one-offs too. Well. The solution to my questions: lines (beachshuk, perfect pendants, whispy - http://lindseyfair.ca/index.cfm?page=collection). I have created a few lines of work (although each piece will always be unique because each piece of glass is unique), so that people can order something and have an idea of what they are getting, they can compare items in my booth and most of all, when showcasing my work to other artists I have a line that will stand out.

I'm not sure if this is the best strategy, but here's to trying. I'll keep you posted. Let me know what you think about it.

Don't leave home without it

I went to a great show opening last night at Sandra Whitton's gallery. It showcased 2 of my favorite local artists -- Carolyn Barnett and Andrea Graham. The other 2 participating artists were fabulous as well.

My mother-in-law and I went together and got talking. Earlier in the day she was meeting some of her friends and trying to describe the type of jewellery I make and what beach glass is. (I've found either people are avid collectors themselves or have no idea whatsoever what beach glass is). They told her that she should wear a piece or at least have a sample in her purse. Good idea... I'll get back to this comment in a moment, but back to the show last night.

So I looked around the gallery and noticed that none of the artists in attendance, including the goldsmiths were wearing their own work. Carolyn was at least carrying a sweater and given the heat it made sense that she wasn't wearing it.

We spend so much money and effort on promoting our work that I think sometimes we often overlook the simple ideas. Your new mantra should be 'don't leave home without it'. Whether it's a small business card size portfolio in your pocket, a piece on (if you're a jeweller) or a sample in your purse (if you carry one). And take that step further, like in my mother-in-laws case, make sure your family and close friends that are willing do the same. Talk about cheap labour! So remember, next time I see you, you better not have left it at home!

The second Rule of 7!.

Sorry, I got trigger happy and posted before I was finished.

So, the first rule of 7 is about time management. The 2nd rule of 7 came across my plate (well, actually my Facebook) today. A 'friend' asked if a ring that I had posted in my photo album a while a go was still for sale. I posted that picture over a month a go. So what does 7 have to do with it? Well, it takes a customer 7 times to see your product, name or alike before they buy from you. Which means that it also takes time. It's important to remember this when you're remembering your promotional activities, you may not see direct sales right away, but down the road when you least expect it the connection will be made.

Now here's to hoping there's a 3rd rule of 7 - all sales happen in groups of 7 :-).

The Art of Being Social Workshop

I am presenting a workshop for TIA (Thousand Islands Arts) on June 3rd from 7-9pm. Here's an overview of the session. If you want to attend contact TIA, if you can't attend but wish you could, let me know and I'll let you know when the next one is.

Social networking and marketing online are key to any successful business in today's competitive world, especially for artists! These two hours will be spent going over the basics of online marketing including Facebook, Youtube, Blogging, your own website and yes even Second Life. Come learn how you can profit from the web instead of spending money on it!