Increasing Art Sales with Online Events with Patricia Griffin (#97)

Sometimes you just need to throw out the old models for doing
business and try something totally new. Maybe you're bored with
business as usual. Maybe the results aren't as profitable as they
were in the past. Or maybe you are no longer enjoying the same old
way of doing business.

It's okay to go off-script.


In this episode, I talk with ceramic artist Patricia Griffin. If
you visit her website during certain times of the year, you won't
see anything for sale because she has sold out. Zero inventory.
What you will see are items she has sold and an opportunity to
get on her list so you don't miss a chance to purchase the next
time her shop opens.


Patricia and I discuss what she refers to as events — the 3- or
4-times a year sales of her ceramics that sell out within hours
and have led to a dramatic increase in income. She'll describe
the philosophy behind them, the promotional timeline, the
collaborations to help raise money for nonprofits, and how the
events are a valuable tool for her to cultivate relationships
with buyers and potential buyers.


Highlights


 




The book that changed the course of Patricia’s artistic life.
(2:04)




Patricia’s cautious first step into selling her art. (6:35)




A visual description of Patricia’s functional stoneware.
(8:52)




An overview of Patricia’s sales philosophy and the online
sales events that bring in more orders than she can quickly
fill. (11:20)




The learning curve that comes with selling art in a
non-traditional way. (15:46)




Cultivating a studio friends list allows Patricia to connect
with interested buyers. (17:47)




Timing sales events and refining the sales process. (21:50)




How many pieces does Patricia have ready to go when her
events go live? (26:25)




The benefit of connecting your Instagram feed to your sales
website. (27:14)




Marketing for sales events and what launch day looks like for
Patricia. (28:53)




Collaborating with a non-profit does not have to mean
donating your work for free. (33:05)




Hosting online events, for Patricia, has resulted in a
dramatic increase in sales and skills. (34:43)




Stories of creating connections and increasing loyalty with
buyers. (36:20)




How to create the deadlines that will result in increased
sales. (39:16)




The success of Patricia’s most recent online event — by the
numbers. (41:04)




Which social media platform brings in the greatest number of
customers? (43:18)




How does Patricia balance the need to produce art for her
soul and the need to produce art for her business? (46:07)




 


Mentioned




Patricia Griffin Ceramics




Patricia on Instagram




The Artist’s Way by Julia Cameron




The Artist’s Way




Ayumi Horie




Shopify




 


Resources




Complete transcript featured artists and listener comments




Artist Planning Sessions




Free e-course: 31 People Who Can Help Sell Your Art




Intro and outro music by Wildermiss




 


Quotes




“I like the association with the people who are buying my art
through online sales. I don’t know that doing it another way
would cultivate the same kind of relationships that I have
now.” — Patricia Griffin




“Some of these people had been on my email list for years and
maybe just purchased something for the first time.” —
Patricia Griffin




“Hosting online events has been really beneficial, not only
to my business but also to my skills.” — Patricia Griffin




“I don’t think I would have had those commissions if it
wasn’t for the online events.” — Patricia Griffin




“I’ve really felt the pull to do something else and get back
to some of the experimenting that I like to do.” — Patricia
Griffin




“I’m continually walking that tight line between the need to
produce art in my soul and the need to produce art in my
business hat.” — Patricia Griffin




 


About My Guest


Patricia Griffin is a potter-artist in the seaside community of
Cambria on California's central coast. She makes functional
ceramics that are hand-thrown and hand-built and etched with
designs that look like woodcuts. Griffin’s work is sold primarily
through shopping events held three to four times a year on her
website.


First posted: artbizsuccess.com/online-events-griffin-podcast


Let’s do this together: https://artbizsuccess.com/community


Music by https://wildermiss.com