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Craft Business Ideas
Arts & Crafts Business Help
Issue Number 34
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Licensing
Art and Crafts For Profit
Late
in 1991, Tracy and John Porter left Chicago for Wisconsin to
pursue their dream of making beautiful hand-painted wares to
sell. Borrowing $5,000 from Tracy's parents, they started their
small business.
The
Porters named their company Stonehouse Farm Goods. Business
really started when they attended the New York Gift Show in
early 1992. John and Tracy had a goal in $10,000.00 in orders
for their hand-painted furniture and accessories. To everyone's
amazement, they received $75,000.00 in orders.
Over
the next few years, business flourished. They moved from their
original studio, a chicken coop, to an 8,000 square foot studio
with great views of the surrounding pasture.
Stonehouse
Farm Goods taught John and Tracy lots of lessons. They realized
the need to build a brand name to grow more. In Spring of 1995,
they started up licensing partnerships with manufacturers who
would produce their artistic creations. Soon they looked at
turning out textiles, dinnerware, wallpapers, rugs, and more
beautiful products from their designs. A few years later, over
15,000 retailers were selling Tracy Porter products.
Artist,
Christian Riese Lassen has generated over $100 million in annual
product sales that license his art. Mary Engelbreit has created
a range of licensed products that stretches from dinnerware to
screensavers, a successful retail store in her hometown, an
award- winning magazine, more than 150 book titles published and
hundreds of millions of greeting cards sold.
Two
ways to profit from licensing:
1.
License your designs onto commercial products to earn royalties.
2. Pay royalties for licensing popular characters onto your
craft items. Licensing collegiate logos onto your craft items is
a way you can capitalize on sales in college towns. The
Collegiate Licensing Company has sold $2.6 billion in retail
product rights.
Licensing
is a $175 billion industry according to expert and licensing
agent, Michael Woodward, who has licensed over $600 million in
products. Everything from sweatshirts to coffee mugs to greeting
cards and hundreds of other items are made incorporating design
or artwork that is licensed.
Licensing
over the past few years has become a seriously tough business.
It is important therefore for any artist entering this market to
be aware of certain factors. Michael offers five important tips.
1.
Organization; Copyright your work with the Copyright Office in
Washington. Keep accurate records by cataloguing your work with
reference numbers and descriptions. Ensure all your work is
scanned so it's accessible and available for licensing.
2.
Producing Art which sells; So many artists try to promote work
which is simply not commercial. If you want to license your work
to a particular company, find out what they sell first by
visiting stores/outlets where the products are sold and visit
their website if they have one. Target your art to fit the
client's needs and their customers.
3.
Promotion; Getting your work in front of Art Directors and
buyers is the first stage of creating awareness. Produce a
professional presentation i.e. a flyer or single sheets of work
in a folder. Ensure the printing quality is good. Use emails to
direct buyers to your website. Telephone and write to art
directors asking if they have submission procedures. Use a
combination of all these methods and above all BE PROFESSIONAL.
4.
Creativity; Manufacturers are looking for styles which fit the
lifestyles of their customers, so single designs don't create
any impact. To be really successful at licensing the artist
needs to create a "look" which can be used over several product
ranges. This is how "Art Brands" are created. Look at current
successful
brands and learn how the artist adapts designs to suit each
product.
5.
Perseverance; Be prepared for a long hard road- the competition
out there is fierce. Licensing is now a hugely competitive
business and to survive you must constantly produce new
innovative art. Listen to what art directors tell you, be
adaptable and cooperative.
Michael
Woodward is author of "Art Licensing 101". His book lists
resources for how to profit from licensing including locating
agents.
For
more resources, do a search in the box below for these terms:
"art licensing" or "how to license art and design"
Have
a great week!
James
Dillehay
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