presented by The Arts Business Institute
co-sponsored by Skidmore College Entrepreneurial Artist Initiative & Saratoga Arts
April 9-10, 2016
Saratoga Arts at the Arts Center
320 Broadway, Saratoga Springs, New York 12866
The ABI workshop opened up a whole new world for me and let me know artists could be successful. There is a way to do business as an artist and I learned how to do that in your workshop. It changed my thinking and I was able to quit my job and become a full-time artist. Thank you! ~ JJ Jacobs
Schedule at a Glance – Saturday, April 9
9:00 a.m. Registration opens
9:30 a.m. – 10:30 a.m. Who is Your Customer? – Wendy Rosen
10:45 a.m. – 12 noon Creative Marketing & Branding – Carolyn Edlund
12 noon – 1:00 p.m. Lunch on your own
1:00 p.m. – 2:00 p.m. Pricing for Profit – Wendy Rosen/Carolyn Edlund
2:15 p.m. – 3:15 p.m. Sales Strategies for Artists – Carolyn Edlund
3:15 p.m. – 5:00 p.m. Individual Artist Consultations
Schedule at a Glance – Sunday, April 10
9:30 a.m. – 10:30 a.m. Niche and Alternative Markets – Wendy Rosen
10:45 a.m. – 12 noon Introduction to Art Licensing – Carolyn Edlund
12 noon – 1: 00 p.m. Lunch on your own
1:00 p.m. – 1:30 p.m. Building Gallery Relationships – Carolyn Edlund
1:30 p.m. – 2:00 p.m. Artist Panel Discussion
2:15 p.m. – 3:15 p.m. Create an Effective Art Website – Carolyn Edlund
3:15 p.m. – 5:00 p.m. Individual Artist Consultations
At the ABI Workshop I learned valuable lessons about marketing, display, trade shows, selling to galleries . . . I also learned how to make individual sales and capture repeat orders. I would recommend it to any artist. ~ Illustrator Jessica Boehman
Individual Course and Instructor Details
Who is Your Customer? with Wendy Rosen
Wendy Rosen founded the Buyers Market of American Craft/American Made Show over 30 years ago to give professional craft artists a way to sell directly to galleries and retailers. She also founded The Arts Business Institute, as well as being the publisher of NICHE Magazine.
In this presentation, Wendy will discuss understanding your market and creating your ideal customer profile. What motivates and influences collectors? What do they want? How to understand their needs and values.
Creative Marketing and Branding with Carolyn Edlund
Carolyn Edlund is the Executive Director of the Arts Business Institute and brings to ABI decades of hands-on experience as a successful production artist. She writes extensively on business topics and works individually with artists.
She shares traditional as well as the newest marketing methods, with specific examples of creative and unusual ways to market. Carolyn will outline how to build your brand, develop a collector base, shape your message, make a marketing calendar, get publicity, use email marketing, create press kits and more.
Pricing for Profit with Wendy Rosen and Carolyn Edlund
Incorrectly pricing your work can bankrupt your business. This critical session will help you get a handle on expenses and use the correct pricing formula to be profitable. Part two of this presentation focuses on pricing for fine artists.
Sales Strategies for Artists with Carolyn Edlund
This talk presents strategies essential to increasing your sales volume, at both retail and wholesale levels. Includes techniques for selling consultatively, overcoming objections, selling one-of-a-kind work, structuring your collection, selling concepts and packages.
Niche and Alternative Markets with Wendy Rosen
Is the best place to sell your art at a gallery or art fair? Perhaps not. This talk will open your mind to possibilities you may never have considered. It dives deeply into the niche market sector, where artists can find opportunities to specialize, and sell their work.
Introduction to Art Licensing with Carolyn Edlund
What is art licensing and how can artists earn money in the industry? This lecture presents the basics. How licensing contracts and royalties work; how to market your art to potential licensees; working with licensing agencies; exhibiting at industry trade shows. How to best put together an effective portfolio for licensing, and structure your art website for licensing purposes.
Building Gallery Relationships with Carolyn Edlund
A basic tenet of good business is building strong relationships with your galleries. Learn how to act as a strong partner, give extraordinary customer service, create repeat sales, and keep your art business thriving.
Create an Effective Art Website with Carolyn Edlund
Every artist needs a website that is inviting to the reader, shows artwork beautifully, and contains certain elements that make marketing and sales much more effective. Steps to create a website presence and message that works and how to avoid the biggest mistakes artists commonly make.
I highly recommend that anyone who is trying to find their way in the art and/or craft business go to an ABI workshop. To this day, ABI still ranks as some of the best money that I have ever spent on my business. ~ Woodworker Kim Dailey
Don’t Miss this Incredible Learning Experience!
Art Business Workshop for the Entrepreneurial Artist is suitable for artists and craftspeople in all mediums who want to grow their small businesses. Personalized business consultations are free of charge at this event, but extremely limited. Sign-up for consultations will take place at the event on a first come, first served basis.
THIS WORKSHOP IS COMPLETED. THANKS TO EVERYONE WHO ATTENDED!
The ABI provided me with invaluable tips and insights into how to develop and market my brand most effectively. It has saved me countless dollars and precious time, not to mention the emotional cost of making mistakes. ~ Jewelry artist Lisa Cottone