Thanks to everyone here who has been helping me transition into collage work. It has been a successful move. And a revelation.
We have discussed adding low priced items to aid the bottom line during these times and I have been one of the biggest advocates of that theory. But I think I've changed my mind. I make 2 low cost items: Collage cards and magnets. Cards are 5, magnets 6. Sell like crazy so I looked at totals instead of value. After all, those babies tend to pay my booth fee and expenses. I could easily sell 100 magnets at a show. But what I was missing was how they affected sales of other things. Plus, I got so sick of selling them, not to mention making them.
Since I was going to debut an extensive mix of collage, framed and unframed, at Chautauqua, I skipped the cards.( Lots of people would mention they were going to frame them so I didn't want to compete with myself.) I had a few left over, so I set them out in a basket. All of my work incorporates quotes. The books even have them on the flyleaf. So, what would happen is a customer would be attracted to a message, look to see where else it was. Inevitably, if it could be found on a card or a magnet, that is what they bought. But if it was only on an unframed collage for 30 or 40 bucks, they bought that! Hello.
I have noticed that since I started making a smaller journal that sells for $8.00 less than the larger one, that's about all I sell. Conversely, a good mix of framed work, sells tons of unframed stuff. But I see that as a good thing.
An artist friend has been trying to get me to ratchet up for a long time. She stood in my booth a few shows ago and said "Boy, you have to sell a lot of stuff to make $2000." Yes, I thought, but I do. Never considering the amount of grunt work involved.
I have been justifying my pricing by referencing the relatively low cost of materials. I mean, it's all paper. I can get a $150 of product out of a sheet of paper that costs $3. But that is bad reasoning I'm thinking. After all, a painter does not price work based on the cost of canvas.
I've been doing this for 15 years. I am a slow learner. But I may be on to something here. :)
Replies
I agree with you totally about not offering a low priced choice.
I got rid of my 'cards' long ago. They sold for $8-10. My lowest price point now is $39.00, so if someone likes my work they will have no choice but to get atleast $39 worth.
Ive also figured out (after 15 years!) that in order for me to maximize my sales I do a BUY TWO, GET ONE FREE special. Most people (90% of the time) will get THREE. So, my sale just went up.
I also offer a framing 'service' while they wait. I charge $20 for my framing. They get to choose three colors, silver, black or gold. My customers seem to like this, because the framers charge $30-40 and they dont do it while they wait most of the time.
So, now my average sale is up to $138. Almost everyone who likes my art will spend $138. Its the way Ive been able to be successful. I figured out that my costs for materials are also relatively low so I can make a decent living this way.
By the way, I also use quotes on all of my art. Im sure if I had a smaller 'art card' with that quote on it people would gravitate towards that, and I would make a whopping $8-10.
By the way, my sales are miraculously UP lately. (I have a small studio/gallery and there have been far less customers but Ive been able to still have a few very good sales so Im thankful).
There are a lot of people that will go for the cheapest thing you have if they like your work.
Larry Berman
http://BermanGraphics.com
412-401-8100