Interview with Craft Festival Director Sarah James
Episode 60: Picking the brains of a craft festival organiser…
In this episode, Sarah James, craft festival organiser and director of ‘Craft Festival’, shares her expertise on participating in art shows and festivals, real and digital. Her interview, apart from being a fascinating listen, is so packed with good advice, helpful ideas and down to earth truths that it’s impossible to do more than touch on some key points here. Any artist wishing to sell work, engage an audience and build a social network needs to listen to this episode – and subscribe to Sarah’s podcast ‘The Capital of Craft’!
(this episode was recorded remotely due to the COVID-19 restrictions at the time of recording).
The Useful Stuff (or at least a taster…)
1. Networking: Sarah is an instinctive networker and has an enviable list of contacts. She points out that many date back to her college days and most of her contacts count as good friends. It pays to be sociable, build and keep connections with fellow artists and those working in the arts.
2. Photography: the value of excellent photographs of your work comes up again and again on our podcast and should never be underestimated. Sarah adds that, when photographing 3d objects, developing a matching format where possible is helpful for the strength of your message. She also advises that good photography is a necessary expense and a wise investment.
3. Social media: Sarah is clear that social media for artists should be a professional place where the focus is on work and the artist as a maker, not a personal space to share a private life. She sees it as a place to build a narrative about your work, but hastens to add that a mailing list is essential too. Marketing to people invested in learning more about you is key and those that sign up to your list should be cultivated. Sarah also loves to send postal marketing and finds it a powerful way of connecting with potential buyers.
4. Running a stand at an arts event: Sarah is clear that enthusiasm and a friendly welcoming approach is vital for all those participating in her fairs. Standing up is a good start! Clear branding with your own name banner, well designed presentation and not overcrowding your stand all get a mention, as does confidence in your own ability. Sarah expects stall holders to be cheerful and engaged at all times; staring at a phone is not an option!
5. Selling during Covid: Sarah has taken her craft festivals online with The Digital Craft Festival. She is clear that her digital events offer as wide a range of activities, events and demonstrations as possible. To succeed in engaging an online audience for an event, she stresses the need to build up to the event with good marketing and to be generous with sharing free activities, demonstrations or meet the artist events as well as offering work for sale. She emphasises the positive aspects of moving online, not least reaching a worldwide audience.
The Takeaway
You can find out about Sarah, her festivals and podcast at https://www.craftfestival.co.uk/ and on Instagram @craftfestival. Her digital festival details are on Instagram @digitalcraftfestival and her podcast is called ‘The Capital of Craft’
This Podcast is sponsored by Michael Harding Colours. For more information about Michael’s colour range or to find a retailer near you, please visit www.michaelharding.co.uk
