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Little Salespeople

6/6/2012

21 Comments

 
I actually thought for a long time whether I should write about this on my blog. I consider this such a powerful tool for selling my pottery, I almost didn't want to share it. I know it works because I started doing this in 2009, and while the economy was sucker-punching so many other arts businesses, my business was growing like crazy, rapidly overtaking my design business. Funny I should mention design, because this is about design. My secret is ...

Hangtags.

At my first BMAC in 2009, which was possibly the worst BMAC of the recession, gallery buyers were also dealing with struggling sales. They were looking for something new, and my work was new to them. It's possible that buyers didn't even notice the hangtags at first. Their presence is very subtle. But when I would make a point to mention "all of the pots will ship with these hangtags," buyers responded "nice." Some even commented that they really appreciated my sense of presentation, they needed more of that in their stores. At the end of that show, while all the other artists were feeling glum, I was feeling good and thinking I'm going to quit my design job soon.

2009 was my first BMAC, but it was not my first wholesale trade show. I spent 2007 and 2008 at the ACC Wholesale show. I did ok there, my business was still developing so I made some rookie mistakes. After shipping my work to these galleries, it felt like I would never hear from them again. My work must be dying out there. I knew I was good at selling my own pots when I was standing right next to them. If only I could travel with them to these galleries to be their salesperson! This is where the idea of hangtags began. Now I send the pots out into the world with a little salesperson attached. All of my pottery designs contain a great deal of thought, but most of that is invisible to a customer. The hangtags help to reveal my thoughts. They tell you that the pot has a name, and sometimes a sentence or two about them. But overall, I think the most important thing that a hangtag says is "the person who made this pot is really proud of it."

Again, I know it works because after I started using hangtags in 2009, not only did my wholesale sales grow by a lot, that was also when galleries began re-ordering from me. I also began doing this for my pots at art festivals, and while all the other artists were moaning about poor sales, all of my show sales remained steady or improved during the worst of the recession. 

So I decided there was no danger in revealing my secret weapon, because every artist who wants to take advantage of this idea still needs to execute the idea well. A hangtag that is clumsy or amateurish won't improve anyone's sales. Might even hurt sales. Just because someone is a good potter, doesn't mean they can handle typography. Or non-verbally project a mood or attitude. Just another reason to be glad I studied design in college. 

Also, not every artist will want to make the effort. Hangtags are a little bit time-consuming. Earlier this year I tried to figure out which hangtags I need, and how many, for an entire year. Then I spent about 3 hours designing, printing, and painstakingly cutting them. I predict I'll need to do this again in the fall, in a smaller quantity. 
Picture

It also takes some time to attach them to each pot, which I do with wire or glue dots. 
Picture

By the way, when I wrote The Hourly Earnings Project, I did not include the hours spent to produce the hangtags, because I couldn't logically divide the time spent per wholesale order or art festival. However, I did include the time I spent attaching the hangtags to the pots for each of the Hourly Earnings calculations.

To all the working potters who want to challenge yourselves to grow your business this year, get thee to an art supply store and buy a paper cutter!
21 Comments
Callie
6/6/2012 03:10:40 am

its funny to read this blog, I just had a show is past weekend where I used hangtags for the first time and people loved them! I got minis cards printed from moo.com. They don't say different things, but they look nice and have photos on the back. Thanks for sharing your secret weapon!

Reply
Ray link
6/6/2012 05:11:20 am

Thanks for sharing Mea. It says a lot about you as a person to share important information like this with others looking to find ways to maximize the return from their efforts!

Reply
Cindy Gilliland (DirtKicker Pottery) link
6/6/2012 05:25:36 am

Sometimes that little extra effort means so much.

Reply
Mika
6/7/2012 02:18:33 am

Rea your pottery is outstanding. Really beautiful. I think it must have something to do with the sales...
But I think you are right - your well designed tags are like a sign that's say: I'm worth it.
Thank you so much for sharing! that's really nice of you.
Now i'm in awe of you, not only your pots and creations...

Reply
Arnold Howard link
6/10/2012 11:02:06 pm

Mea, what have been your most effective messages on your hang tags?

Thanks,
Arnold

Reply
Mea Rhee
6/11/2012 02:06:45 am

I think my most effective hangtag is:

Enormous Coffee Mug
For serious coffee freaks, you know who you are.

I regularly see people read the tag, smile, then say "I'll take it."

Reply
Bev
6/14/2012 01:27:48 pm

Mea, thanks for this idea! My brain is working overtime coming up with designs and clever notes to write

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Beth
8/28/2018 04:47:50 am

Would love to see/hear what you come up with, Bev.

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Jeannette link
6/15/2012 03:48:41 am

I began making several different business cards with printing on both sides, divide the front with picture and contact info, on other side....something like food safe glazes, hand washing recommended, and some blank space for a tiny note, which can be used as a gift card by folding in half. I keep ordering more cards, usually from V...Print to fit more categories of items. People love the pictures and I don't mind giving extra cards if they want them.

Reply
Jeannette link
6/15/2012 03:50:32 am

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Chris B
6/17/2012 09:58:50 pm

i purchased one of your bowls which really connected with me but not only did it have no tag,which I didn't know you did, but the gallery mad no cards and no name! Someone finally came up with Good Elephant! I am a potter myself -I work and live in coastal Maine. Your work is wonderful - graceful, with minimal but very effective decoration.
Chris

Reply
Metka link
6/18/2012 05:44:38 am

oh, that post really says a lot about you, I have to agree with Ray...
Great post, great pottery!

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DAY link
6/27/2012 11:15:20 pm

Sometimes it is hard to attach tags to pots. I enclose artist cards (business card size), one per item, with each shipment. It has a photo of me, and some copy to let the buyer know that a real person made their purchase.
No contact info- galleries absolutely HATE that!

Reply
Beatrice Nathan link
9/18/2012 01:45:26 pm

I just read this article in CM then searched your blog to see if you had written about tags here too. I so appreciative your insight. It's so important for artists to share and encourage each other. I think I am going to try to come up with some tags myself. Hope I can do as good a job as you have!!

Reply
Evan Goldstein
11/20/2012 04:38:47 am

May I ask, is that glaze on the bottom of the pots? If so, can you share how you achieve such a feat?

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Mea Rhee
11/20/2012 09:09:46 am

Nope my pot bottoms are unglazed. My claybody fires to a pretty dark brown color.

Reply
Kevin Morris
12/5/2012 03:30:03 am

What a great idea. I spent a week making up the words, designing the tags, printing them, eyeletting, tying and so on... a lot of effort... which really paid off. I spent Sunday selling at a market here in Malta...Yes people DO READ THEM and they DO SMILE. I've never sold so many pots.
Many many thanks for such a wonderful, simple idea.

Reply
lisa
10/18/2013 02:14:15 am

Thanks for sharing your process, Mea. I agree, your design skills serve you well. Your tags compliment your work wonderfully.

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DeBorah Beatty
8/25/2017 05:24:25 pm

I have used VistaPrint business cards for hangtags for years. I can get two double sided tags per business card, professionally printed and looking very polished.

Reply
jameslehner992 link
5/26/2022 08:40:22 am

Such a simple yet effective trick, will use that in future!

Reply
Teresa link
9/26/2022 02:39:52 pm

Thankyou so much for sharing !

Reply

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    Mea Rhee (mee-uh ree),
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