|
Member
Name: Anne
Dilker
Real Name:
Anne Dilker
Group:
Artist
Total Posts:
221
Business
Name:
Moss Hollow Pottery
Started Business: 2001
What do you make: High-fire
stoneware; mostly slab built pieces in the style of Art Deco but
I'm expanding into jewelry and wheel thrown wine accessories. I
also produce a rustic line called Bark ‘n Berries that
has been a part of my work for the past 20 years.
Website: www.annedilker.com
How
did you start your business?
I’d had an operating pottery business in Michigan about 20
years ago but stopped production when I moved back East (new career,
etc). Then a friend, who owns an art gallery, was visiting one day
and saw some pieces I had setting about the house. He decided that
he needed pottery for his gallery and that was how it started. Of
course, a single gallery in a small town isn’t nearly a large
enough outlet for a full-time potter so I then started to do some
retail shows. This past February was my first foray into wholesale.
In what ways do you network with the craft community?
Well, obviously the ACForum! I really appreciate these online discussion
boards. Since I live in a rural area and am a one-woman studio these
forums are a link to the world at large. I have great respect for
those who chose to invest time to participate in the discussions,
and vast appreciation for those who so willingly share their experience.
I
am a past president of the Wayne County Creative Arts Council which
put me in touch with many artists (both visual and performance)
and supporters of the arts. These relationships continue in a constant
ebb and flow sort of way.
I had been a member of both the NAIA and the PA Guild of Craftsmen
but since I firmly believe that if you’re a member of something
you should make an active contribution, I’ve since ceased affiliation
with both. I’ve continued to communicate with the Guild and
am considering re-joining since I believe that they’re making
some positive changes. My concern is to affiliate with organizations
that share some of the same concerns as I and who are willing to
invest the time and energy in effecting the crafts industry.
How do you implement creative advertising to boost your business?
I’m a neophyte when it comes to advertising; largely due to
budget restraints and growing disillusion with advertising in general.
As a society we are bombarded with so many "buy messages"
that I’m reluctant to add to the general clutter.
I did, however, run an ad in the February Buyers' Market of American
Craft Buyers Guide since this publication is so target specific.
My website is currently a disaster and my plan is to upgrade this
as funds become available. The more I research "advertising"
the more I’m leaning towards a web presence as my primary (perhaps)
sole source of advertising. If my goal is to reach a younger demographic
then the web is likely to be my best vehicle.
I would like to see a "national" ad campaign sending a
message of the intrinsic value of collecting American Fine Craft,
but have yet to connect with any organization that is large enough
to bankroll such an effort.
How do you build customer loyalty?
Well, I have a mailing list of retail patrons and I send a bi-annual
postcard to these people. All have seen my work at various shows
and, with a show schedule on the postcard, a high percentage of
them stop by to say hello at each show. My work is very reasonably
priced so I don’t have a need to offer a discount to encourage
loyalty. Just some friendly chitchat goes a long way. I’m blessed
with the ability to recall names and faces so this helps a lot!
A number of these patrons have become collectors so I try to have
something new at it.
Gallery
(wholesale) loyalty is a new venture for me. I’ve had a few
responses to a recent mailing and I’ve been able to follow-up
on them immediately. I haven’t had any breakages (knock-on-wood)
but think that prompt response to any issues will likely encourage
gallery loyalty. My suspicion is that as long as my work continues
to sell these relationships will be easy to maintain. But, should
the work not be well received by gallery patrons (for whatever reason),
then these "relationships" will fall by the wayside. To
me it’s a function of running a business, as opposed to building
loyalty.
How does your business give back to the community?
Well,
I do several demonstrations for local schools and libraries. This
year I participated in the "Soup and a Bowl" program for
a food shelter in Central PA and I’m currently trying to get
a Wayne County organization to implement a similar program. While
I’m glad to do these things I find that there is often little
or no reciprocity: the community frequently neglects to encourage
support for those businesses that have participated in various events.
Getting these relationships going seems to require such an enormous
amount of effort (and maintaining them can be really painful) that
many participants simply walk away prior to reaping any mutual benefits.
Have you seen your local neighborhood grow over time through
arts development?
Yes and no. The county has seen some benefits, especially through
the PPA (state grants program), but it’s not been beneficial
to "my neighborhood". The pottery is in a small community
that is most often not included in the countywide marketing program.
Provincial relationships that extend back for generations have a
huge impact on what does and does not happen in the county and there
is vast animosity between the three primary business communities.
As a "newcomer" to the region, my efforts have had some
small impact but, since passing leadership of the Arts Council back
to "the county natives", the "arts" part has
largely been dropped in favor of the "heritage" portion.
The C of C’s have since embraced "sportsmen" related
events over "arts" related events. Essentially, art is
not considered a viable option for business growth in the county.
What is your favorite arts web site and why?
That’s a tough one since there are so many! Obviously I like
the ACForum
for business discussion and sense of community purposes.
WholesaleCrafts
and The Guild
both have some interest for me (although I don’t participate
on either). I’m trying to grasp this whole e-commerce gig and
have stumbled upon an auction site I like and want to participate
in www.justbeads.com.
I
like www.claystation.com
for ceramic specific information.
What do you find most valuable about on-line discussion forums?
That’s a "toss-up" between the sense of community
and the wealth of information that is shared. Again, being in a
rural area it’s difficult to find others who are making their
living in the visual arts. The forums allow me to interact freely
with others who have similar needs and issues. The generosity of
shared experiences and ideas is so appreciated! The interchange
of points of view in some threads will ignite though processes that
I would have never found without the discussion board.
In what ways do you communicate with artists to sustain business
relationships?
I am readily available by phone or email and make an effort to respond
quickly to any inquiries. I compensate my artists for their time
and maintain a high degree of professionalism.
Is there a specific person whom inspires/inspired you in business?
No. My parents were both involved in the arts so it’s always
been just part of an acceptable lifestyle. As to the business aspect
of it, I just got tired of the hypocrisy expected by the corporate
world and decided to be my own master.
What's the biggest challenge you keep finding in your business?
Where to find the "right" customer. The market for Art
Deco pieces is so small that the quest for compatible retail exposure
is really tough. As a result, I’ve started the line of jewelry
(easy to make and the market is just so much larger!), and have
expanded the wine accessories line.
A
sideline to this is getting great photos for the website and print
marketing pieces. The expense is just prohibitive since I am constantly
adding and removing items from the line. Finding the photographer
is easy; getting the pieces delivered and returned along with all
associated expenses is just a nuisance. As a result I’ve got
to get myself up to speed with a digital camera. No small task since
I have zero interest in becoming a photographer and I really would
prefer not to have to learn Photoshop, etc.
INVITE
A FRIEND
Do you know of anyone (artist, retailer, or organization) who is
not yet a member of ACForum? Please forward the American
Craft Forum link to anyone you feel might benefit from it. Or
ask them to contact us at ACForum@rosengrp.com.
Member
of the Month Archive — Read
previous month profiles!
|
