Advice from an art licensing agent for walking a trade show
SURTEX is nearly here – I’m busy with final preparations and packing and lots of questions are flying around about etiquette for walking the show and in particular, for talking to agents.
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Art licensing agent Alicia Dauber of Licensing Liaison and I are teaching the Basics of Art Licensing – Part 2 together on Sunday so I asked her for some quick tips that I could share. Here is what she had to say -
Although most agents are interested in seeing new work and meeting new artists, please keep in mind that the trade show floor is not the place to review your portfolios! Trade show expenses including the cost of a booth are extremely high and the agent has spent thousands of dollars to be there. They have to make it pay for themselves and the artist partners they represent by following up on as many appointments as they can for the artists that are currently in their stable.
It is absolutely acceptable to unobtrusively leave a business card or flyer on their table while making a note of the agent’s name for future follow up after the show. If the agent is not busy speaking to a client when you walk by, a quick hello and that you would like to email him or her about your work after the show is completed is fine.
Have fun!! Wear comfortable shoes, enjoy the show and the education about the industry that it brings you while being appropriate and considerate of those who have paid to be there to work. And BEST wishes to you in your search for an agent!
This advice is great in regards to artists as well. I love meeting people who read this blog, listen to the Ask Calls and more but it can be overwhelming to try and juggle meeting artists with the main reason I’m there – to meet manufacturers. So if you are there and I’m busy – be sure to wave and if I’m not – say hi!
Alicia and I would love to see you on Sunday in our class – click here to get all the details. You can register in advance or in New York – your choice!
Here’s to your creative success!
– Tara Reed
Can You Handle the Truth About Art Licensing?
Fair warning: there is a little tough love in this post. If you aren’t in the mood, stop reading. 
Oh the movies of my youth… or early adulthood as is the case with A Few Good Men. Crazy thing happened… as I sat down to find a video to share, this scene popped in my head and seemed fitting. I found the clip on YouTube and turned the volume on on my computer (I don’t like it making noise normally – one of my quirks!). Tom Cruise and Jack Nicholson start talking and my son yells in from the other room – “hey! I’m just about to turn that on – it’s coming on tv.” How’s that for synchronicity?
He asked why I was watching it and I told him it was for a blog post. So here it is…
I’ve been getting quite a few questions in my inbox lately… and I’m sorry but especially this time of year, right before SURTEX, I can’t answer them all. I wish you would put your questions into the hat for the next Ask Call – you can always see what’s coming up at www.AskAboutArtLicensing.com… but that’s a side point. Anyway, back to the questions.
There are many artists upset about the cost of trade shows. Upset that it isn’t quick and easy to connect with manufacturers and start making big money over night… I’m a little upset that there seem to be so many people who think this should be free and easy. So this video clip came to mind – Jack Nicholson thinks the military and civilians can’t handle the truth and I’m beginning to wonder if the average artist can handle the truth about what it takes to make it in art licensing.
Can you handle the truth about art licensing? You have to invest in yourself and your business to make it in this industry.
Did you know that if you want to own a McDonald’s you have to have at least $500,000 in personal assets to even be considered? Want to make donuts? You need $250,000 liquid assets and a net worth of at least $500,000 for Dunkin’ Donuts to consider you. I could go on but you get the idea… it costs money to start a business and these examples should make art licensing look dirt cheap!
Trade Shows – yup! They cost money. And they cost more than a few hundred dollars. Exhibiting at a trade show is an investment in your business – you should be ready to exhibit before writing the check but if you feel that you are, you need to invest in yourself and see what happens and not email me complaining about the costs. I have been writing my checks, I’ve been learning my lessons… just like everyone else. It’s a process – some will succeed, others won’t. It’s up to you to figure out if you can make it happen.
Software – again, yup! Costs money. Artists who are working in this industry have commercial software. I don’t know of any that are making a living with Photoshop Elements – artists in business are using the Creative Suite version. Or Illustrator – those are the two most common programs and I would say they are standards that manufacturers expect.
Website – you need to be online. Thankfully this is a smaller dollar item – register a domain, use a blog, you can usually have an online presence for $100-200 per year and you can get creative there too.
Art Supplies – whatever you use to create you need to get somehow. I don’t know of any Art Banks, like Food Banks, so you will need to spend money on your art supplies.
I think I’ve more than made my point. This is a business and you need to treat it as such. It is so discouraging to see and hear artists unwilling to invest in themselves and see if they can make it with their creativity. Instead they complain and want everything to be free. Sorry – it’s not.
A few other “truths” while I’m on a roll…
• It isn’t fast money. Even if you get a deal shortly after you look into licensing, it takes time before you see the money come in.
• It is competitive. There are a lot of artists trying to license their art. More people know and are talking about, more artists are being displaced from other jobs and giving this a shot (I know of more than a handful who previously worked for manufacturers but are now on the artist side of the business)… you have to bring your A-Game as my dad likes to say.
• Not everyone will be successful. Just because your friends like your art doesn’t mean it’s a fit for licensing. (And, by the way, NEVER say that to an agent or manufacturer – it makes a less-than-flattering first impression) Art for licensing is art for commercial purposes – will it help sell products and is it as good as or better than the rest of the choices the manufacturers have? (Go back a point if you missed it – it is competitive.)
• Only you can decide if you want to take action. You can talk about it for years. You can get tons of opinions. But in the end, until you show your art to someone who can license it and see what feedback you get, you just won’t know. No one is going to do it for you.
• This is hard work. and long work… and lonely work. Most of us work alone in our homes. The internet has made it a lot easier to connect with others and feel a sense of community but overall – you are on your own. It’s up to you to motivate and get the work done…
Now, I’m going to go back to preparing for SURTEX…
A show for which I will be flying across the country, staying in a hotel in Manhattan, bringing products and art and my iPads for my booth which I am paying for. I invest in this show every spring because it is a key component in building my business.
If you are going too – see you soon! If you are exhibiting – may you meet great companies that are a good fit for your art. If you are taking classes – I’ll be teaching The Basics of Art Licensing – Part 2 with agent Alicia Dauber of Licensing Liaison on Sunday so maybe I’ll see you there.
Here’s to your creative success!
– Tara Reed
Trade Show Printing Tips
With SURTEX and the Licensing Expo coming up, many artists are wondering and comparing notes about how to set up a booth, what to print and where to print. Here are a few suggestions – if you have others to share, by all means, leave them in the comments!
Option: Print your art at home.
The first few trade shows I did I printed all of my art at home on a large format printer (largest paper size: 13″ x 19″) I then hung many images in my booth to create the look I wanted.
Option: Have larger banners printed.
About 3 or 4 years ago (can’t remember!) I changed to the banner method. It is much faster to hang 8 banners than print & trim lots of smaller images at home and then get them all lined up and hung in my booth.
So where do you get banners printed? There are many, many options – simply head to Google and type in “trade show banners” and you will have more choices than you will want to investigate.
Personally, I’ve used UPrinting.com for vinyl banners in the past. Other artists have recommended HalfPriceBanners.com.
Last year I changed to Office Depot – I have my banners printed on glossy paper and the color comes out great. I do go in sounding a bit high-maintenance asking them not to use rubber bands (they did that last year and it ripped the bottom of 2 of the banners) and this year I had to add, “please don’t use paper clips” as it scratched the color. I ask them to roll up the banners and wrap recycled paper around them and tape it – that way the sides and ends don’t get messed up. As you can probably guess, these paper banners are more delicate than vinyl but they also weigh less for transport or shipping and show the colors more vibrantly.
For more ideas and information about booth design, check out these resources:
Post by John Chester of Wild Apple on the SURTEX blog
Photo Gallery from the 2011 SURTEX show
Look around the Licensing Expo website at pictures
Find even more trade show prep resources at www.ArtLicensingInfo.com/shows.html
Here’s to your creative success!
– Tara Reed
A trade show must-have that will only cost you $4
When you go to or exhibit at a trade show, you usually get a badge in one of those flimsy plastic holders with the skinny elastic string. Sometimes an exhibitor or two will be giving away nicer holders but then you are walking around looking like a big ad. (Smart on their part of course!)
I am a big fan of spending $3.99 at most office supply stores and buying a basic black ID Neck Pouch. Here are four reasons why:
- The strap is more comfortable.
- There is a zipper pouch on the back so you can safely hold some cash, a credit card or your hotel key.
- Many have a loop for you to hook your pen.
- In my opinion, it5 just looks more professional.
I have two holders and they have been serving me well for 8 years now. If I did my calculations right, I’ve used one of them at 18 shows and the other at 7 (the spare is used by my sister who helps me when I exhibit, that’s why it is used less often.) I’m down to about 20¢ per show for they holders and I don’t expect them to wear out anytime soon.
So invest $4, keep your stuff safe and look better. If you are feeling crafty you can change out the black nylon strap for something that fits your personality – I’ve seen fun beads, pearls and more – have fun with it!
Here’s to your creative success!
– Tara Reed
P.S. Exhibiting at an upcoming trade show? SURTEX and the Licensing Expo are right around the corner… Be sure to check out the resources to help you maximize your time and investment at www.ArtLicensingInfo.com/shows.html
Art Licensing Trade Shows are Coming – are you ready?
Just like Paul Revere road through the suburbs of Boston shouting, “The British are coming! The British are coming!” – it’s the time of year I start shouting “The trade shows are coming! The trade shows are coming!” If you are exhibiting at one of the 4 art licensing trade shows, are you ready?
Here is the schedule of upcoming shows:
AmericasMart Gift & Home Furnishings Market – Atlanta – License & Design section each January 13 – 15, 2012
- This is the “biggie” for the gift industry and in 2008, they added a License & Design section to offer artists booth space and promotion during the show.
- NOTE: AmericasMart has changed their admittance policy and NO ARTISTS are allowed in under their own business… period. While I disagree with this black & white policy since artists are an integral part of the industry, that’s the way it seems to be. Even artists with their art on many, many products in the show have to beg a client to let them in. Total bummer, very unprofessional. (In this artist’s opinion.) However, that is how it is so don’t head to Atlanta and think you will get in unless you have arranged for a badge from a manufacturer.
- Show website: http://AmericasMart.com/markets/gift
Craft & Hobby Association – Anaheim, CA – January 29 – FEbruary 1, 2012
- The biggest Craft & Hobby show of the year, they too have a License & Design section for artists to exhibit.
- Show website: http://hobby.org/
SURTEX – New York City – May 20 – 22, 2012
- Trade show solely focused on artists and agencies in art licensing.
- Show website: www.SURTEX.com
Licensing Expo – Las Vegas – June 12 – 14, 2012
- This show covers all aspects of licensing – sports, movies, tv as well as art.
- Show website: www.LicensingExpo.com
Here are a few things to help you get the most out of your time and effort:
How to Maximize Your Time and Investment in Trade Shows – eBook by Tara Reed
& Trade Show Tactics Teleseminar - audio replay by Tara Reed
Buy the eBook, the audio or both to get ready to exhibit at an art licensing trade show. Practical tips to help you plan your booth, man your booth and follow-up like a pro – making the time and investment in the show pay off. Decrease your learning curve by implementing tips and tactics that are proven to succeed.
Confessions of a First Timer – Reflections, Musings, Tips and Tricks from a First-Time SURTEX Exhbitor* – eBook by Khristian Howell
Khristian’s 23 page eBook is real, inspiring, positive and organized. She talks about the roller coaster of emotion and her strategies to keep a “get it done” attitude. She even shares how she is going to get ready for next year! For anyone thinking about exhibiting at an art licensing trade show – this is a great place to start.
Show Stopper – Road Map to Rocking Your Trade Show*- system by Khristian Howell
This is not just an ebook! With the help of some AWESOME GUEST STARS, Khristian has literally created your guide to getting it all done. What I can tell you now, is this project is like no other. While Khristian is putting the final touches on things, hop on the mailing list to be THE FIRST to hear about the upcoming release, FREEBIES, and a few surprises (that you will only find out if you are on the list!) along the way. Show season will soon be upon us! Get ready to be a Showstopper!
Wishing everyone much success in the upcoming trade show season!
– Tara Reed
P.S. If you are exhibiting you might also be interested in the eBook Maria Brophy & I just released – How to Understand Art Licensing Contracts – that is the point, after all!
Artist Questions about Agents and Manufacturers Answered!
I got a few last-minute questions that we weren’t able to get into the call line-up but I thought would make helpful blog posts. These two are related to agents and manufacturers….
Marilyn asked: What are the best ways to let agents or licensing companies know about my work – website, mailing, etc?
There are many things you can do to get the attention of agents or manufacturers – here are a few basics.
- Have some sort of website they can go to to see your art. It could be a blog with some images or a more traditional website. These days most people expect you to have some space on the internet so they can quickly look and decide if they want to learn more.
- Email or Direct Mail or dare I suggest you pick up the phone?
Getting your name and art in front of the right individuals is important since they make the decisions. Check manufacturer websites to see if they have submission guidelines or pick up the phone and ask who to contact. - Trade Shows. There are a variety of trade shows for artists in licensing as well as industry shows where the manufacturers can be found. Here’s a blog post with links to the art licensing shows.
Be sure to look at the “agents” page of this blog for a growing list of art licensing agents and their contact information. They have all asked to be there so they are open to new artist submissions. I have also written an eBook – How to Find, Interact and Work with Manufacturers Who License Art if you prefer to market yourself.
and Karen wanted to know: Once you sign up with an agent and submit images, how much time can you expect to pass before you start seeing results?
Karen’s questions is a bit trickier and if we were on the live call I’d start with my famous “it depends”… There is simply no way to answer this because there are so many moving parts.
Things that could influence the timing could include:
- The time of year you start working with an agent and how your art lines up with what manufacturers are looking for at that time.
- How much art you have in your portfolio for them to license. Licensing is like a dart game – the more art you have the more likely you are to hit the bulls eye.
- The agent’s process – how long does it take them to get you into the line-up and out the door to be presented to manufacturers? What type of marketing do they do for new artists, if any?
I think this is a great question to ask an agent that you are thinking about working with. You want to go into an artist – agent relationship with some realistic expectations. If you think you should see results within 3 months and they have found it takes a year to see if your art will be a fit for them and the market, that’s good information to have upfront.
FAQ: What art licensing trade shows are there?
I’m regularly asked what trade shows exist for artists who license or want to license their work. That question is often followed up by, “Which one should I do” and “When do I know if I’m ready?”
I can’t tell an artist which show will be “the one” for them or when they are ready but I can give you some links and some generic advice. Then it’s up to you to decide. Sound fair?
Every person will have different results from trade shows based on your art, preparation, how you work the booth, how your art fits what people are looking for, etc. I will say that you need to have a body of work before investing in a trade show booth. Paul Brent recommends a minimum of 12-15 collections – groups of 4 or more coordinating images or collections of coordinating icons, borders and patterns. Or… some combination of the two. With less – you probably won’t get enough interest to justify the expense. More is always better… one constant in this business is manufacturers asking, “What do you have that’s new?”
The four art licensing trade shows
There are four yearly shows that are either entirely for licensing or have sections specifically for artists who license their art. Here they are, in the order they take place in a year. I’ve included a link to the websites, a general time frame and a brief description of the show.
AmericasMart Gift & Home Furnishings Market – Atlanta – License & Design section each January
- This is the “biggie” for the gift industry and in 2008, they added a License & Design section to offer artists booth space and promotion during the show.
- Show website: http://AmericasMart.com/markets/gift
Craft & Hobby Association – Anaheim, CA – end of January
- The biggest Craft & Hobby show of the year, they too have a License & Design section for artists to exhibit.
- Show website: http://hobby.org/
SURTEX – New York City – May
- Trade show solely focused on artists and agencies in art licensing.
- Show website: www.SURTEX.com
Licensing Expo – Las Vegas – June
- This show covers all aspects of licensing – sports, movies, tv as well as art.
- Show website: www.LicensingExpo.com
Here’s to your creative success!
– Tara Reed
P.S. Need help preparing? Do you need tools to help you get your booth, your game plan, your game face, every ready? Don’t forget we have lots of options – eBooks, audios, and more at www.ArtLicensingInfo.com/shows.html Click on over and see what might help you put your best art-foot forward!
A great art licensing ask call with Jill Seale last night – were you on the line?
We had over 100 artists on the line last night listening to Jill’s great experience and advice about art licensing… (the only advice I recommend you DON’T take is to turn down an afternoon invite to the movies with me! ) We have fun and learned a lot!
Here are the basics of what we discussed:
- We talked about Jill’s newly release book – Stark Raving Motherhood*
- Which do you consider your first calling–artist or writer?
- What has been the most pivotal event in your career? Was it one big event, or a build up to solid work, and then a continuation from there?
- How do you organize your day and still stay inspired?
- How much artwork did you have before you began to contact licensees?
- How do you structure access to your portfolio online?
- When should you reveal in your web presence (website/blog/social media) that you are interested in licensing?
- Should I always register copyrights before showing art to manufacturers?
- Talk about the evolution of Nun for the Road™
- Do you create collections for characters like you do for themed art?
- What would you do when creating a new character line?
- What do you recommend for finding an agent?
If you’d like the mp3 replay of the call, it is available for $20 thru 4/30 and then goes to the regular price of $30 so get your copy today! (We appreciate your purchasing the audios that are for sale – it helps offset the cost of creating these calls and Jill will receive a % of the sales as a “thank you for your time!”)
As promised, here are the many places you can find and friend Jill Seale…
- http://www.facebook.com/starkravingmotherhood
- http://starkravingmotherhood.blogspot.com/
- http://www.facebook.com/JillSeale
- http://www.jillseale.com
- http://twitter.com/jillseale
CHECK OUT HER BOOK – Stark Raving Motherhood – ON AMAZON* – let’s see if we can get it to a third printing!
Here’s to your creative success!
– Tara Reed
NEXT UP… Paul Brent
The May Ask Call will be on Wednesday, May 25th – the week after the SURTEX show. Paul will not only be answering questions submitted by artists like you but also doing a show review so mark your calendar to join us! Submit your question for Paul at www.AskPaulBrent.com
Get a leg-up at SURTEX or the Licensing Expo…
Literally.
If you are exhibiting at an upcoming art licensing trade show you might wonder how you will reach the top of your 8 foot tall booth to hang things. You may or may not have stools in your booth during setup and they aren’t the best to stand on… trust me on this.
I have been packing a small stool that folds flat that I got a few years ago. It sits in my closet all year long and then travels across the country to give me that extra lift I need. Sometimes my sister and I even sit on it to sneak some food – it helps us hide behind the table without having to sit criss-cross-apple-sauce like a kindergartner.
I was SO HAPPY to find these stools at Marshall’s the other day that I had to share! They are better than my current stool because:
- they are a few inches higher, but will still fit in my suitcase.
- they come in a choice of colors! (my current stool is white – pretty boring.)
So, I wanted to share my find with you in case you are getting ready to head to New York or Las Vegas. Here’s to a successful show and a colorful leg up in your booth!
– Tara Reed
P.S. I have no affiliation with Marshall’s – just couldn’t resist my latest bargain find!
Are you bringing someone to help in your trade show booth?
If so, it’s important to get them up to speed so they are ready to help you build your business. For example, they need to understand that they aren’t going to SURTEX to play tourist in NYC every day. They also aren’t going to be at the Black Jack table all afternoon if they are helping you at the Licensing Expo in Las Vegas. You know – little things like that need to be explained to anyone you will bring with you.
I did a teleseminar called “Trade Show Tactics” and it’s all about the show! There are a few points about getting ready but the meat of the audio is about what to expect, what to say and what to do while you are in your booth. Last year an artist told me they had their spouse listen to it to make sure he understood what to do. He had been to the show and gave me a hard time later – telling me he was no longer allowed to slack off but expected to work harder now that he had some directions! He was joking and then thanked me, saying it was very helping and made it easier for him to support his wife.
SO… if you will have help that isn’t a part of your business on a daily basis – you might want to consider the Trade Show Tactics teleseminar replay as a training tool as well.
Here is what is covered in the 90 minute audio:
- How to make your booth a manufacturer – magnet
- Why including licensed products or mock-ups can get you new business
- 5 tips for a low-stress setup
- How to make yourself stand out from all the other artists in the room
- How to look and sound confident, even if you are shaking in your boots!
- 3 key questions to ask anyone who stops at your booth
- 3 ways to keep track of leads during the show
- Why follow-up is 90% of the work and strategies to not let your leads slip through the cracks
- 5 trade show pitfalls and how to avoid them
- Tara’s “3 P’s of Success”
Learn more about both the eBook and the teleseminar replay at www.ArtLicensingInfo.com/tradeshows.html – you can buy one or save when you buy them both together.
Here’s to your trade show success!
– Tara Reed
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