I believe as creative/artistic entrepreneurs we are in a unique position to reach people on a human level with our products. We tap into emotional responses, create sensory experiences, provide user experiences and communicate messages – feeding a business-to-consumer relationship. But, just as importantly, we as small business owners need to understand that a majority of what we do is work from a business-to-business model. Whether goals include working with galleries, academic institutions, festival producers or merchandisers – all paths of business growth include professional partnerships. We need strategies that identify our target markets and build brand awareness but also leverage parallel opportunities for product visibility, merchandising, and brand development.
A few tips for both the aspiring and seasoned creative entrepreneurs: