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Tennessee Craft



Connect to Your Customer

Connect to Your Customer

Connect to Your Customer Workshop

Led by: Wendy Rosen & Carolyn Edlund of the Arts Business Institute

Thank you to all those who joined us in welcoming Wendy Rosen & Carolyn Edlund of the Arts Business Institute to Nashville to lead a day-and-a-half long workshop on the art of building relationships and marketing handmade work. Rosen & Edlund presented Connect to Your Customers on March 1 and 2, 2014 at Watkins College of Art, Design and Film. Sessions covered the building blocks of business from identifying your target audience to communicating with these buyers and closing sales.

Event Details (Occurred March 2014)
DAY 1 (Doors will open & Registration begins at 9:00 AM)

  • 9:30 AM  –  Who is Your Customer?
    Discover your ideal target audience
  • 11:00 AM  –  Creative Marketing
    Learn to tell your story in new and unusual ways, create a marketing calendar & get press
  • 12:15 PM  –  Lunch (included)
  • 1:30 PM  –  Building Gallery Relationships
    Approach galleries with confidence & negotiate with retailers
  • 3:15 PM  –  Selling Strategies
    Identify various avenues to sell your work & learn to sell effectively – from prospecting to close

Once we conclude at 4:30 pm on Saturday, participants are invited to attend a FREE Gallery Reception at The Arts Company from 5:00 pm – 6:00 pm.

  • Enjoy beer, wine and hors d’oeuvres with fellow workshop participants at The Arts Company. There, Director Anne Brown will give a short talk about building gallery relationships from her unique perspective as a gallery owner. She’ll share her advice and answer your questions before we all head off to enjoy the First Saturday Art Crawl.Directions will be passed out at the Workshop. Guests are encouraged to carpool to the reception and park at the Nashville Public Library.


Join us in the morning for more great sessions from Wendy and Carolyn, as well as great presentations from area professionals.
We’ll also have a professional photographer onsite to capture images of your work for the web and jury.

  • 9:30 AM  –  How to Wholesale
    Structure your business for wholesale
  • 11:15 AM  –  Pricing for Profit
    Use a formula to price your work & build profit into that price

If you are not interested in wholesaling, local experts will present alternate topics during this time.

  • 9:30 AM  –  Connect to Your Customer Online
    Should you not feel ready to learn about wholesaling your work, Alex Curtis invites you to his hands-on workshop to set up a website. His goal is to make sure you leave with specific,  tangible services set up (domain name, email address, blog, mailing list service, social media accounts, analytics) and more.
  • 11:15 AM  –  Sell to Your Customer Online
    In this 90-minute session, you will learn the basics of setting up a shop on Etsy with Carrie Williams. You will get an overview on selling your products with Etsy filled with practical advice as well as tips and tricks for getting the most out of your time!


Wendy Rosen & Carolyn Edlund will evaluate work and marketing materials in a one-on-one 15 minute session. Critiques are available as an add-on for the workshop. 21 slots are available, first-come, first-served. Cost: $35


About The Presenters

wendy_rosenWENDY ROSEN – Wendy, president of The Rosen Group, has been a major force in developing American crafts into an industry. Producer of the Buyers Market of American Craft, publisher of AmericanStyle and NICHE magazines, and author of Crafting as a Business, Wendy has spent three decades teaching and mentoring thousands artists on how to develop their work, attract galleries and market their work to top galleries and luxury retailers across the US and Canada.

carolynprofile-150x150CAROLYN EDLUND, Executive Director. Carolyn spent twenty years running her own production studio, designing and making handmade ceramic jewelry. She has participated in over 200 retail fairs and trade shows, and sold her line into more than 1,000 store, catalog and online accounts. As founder of the ArtsyShark blog, Carolyn shares her experience in art marketing, sales, networking, selling to retailers, and growing online sales to a global audience. She frequently does personalized consulting for artists.


Click below for a map of nearby hotels. Though not endorsed by TACA, these locations are close to Watkins College of Art, Design and Film.


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