Eight Resoucres for Generating Your Art Licensing Lead List

In my last blog post, I discussed the ‘Five Key Questions to Ask Yourself About Manufacturers.’ Now let’s move to the next step which is generating your art licensing lead list.

Keep in mind, that your lead list should only cover the product categories you are targeting and should not be so extensive that you can’t call them all personally. A list of 30 companies may grow to 100, reduce to 40 as you find out the companies are not, in fact, a match and then grow again. Lead lists are organic.

1. Trade Shows and Directories—Trade shows and trade show directories exist in your specific product categories. You can even find exhibitor lists before and after trade shows on the association and trade show web sites. All Art Licensing’s Resources/Links page has links to the most popular trade shows for artists.
2. EPM Communications Sourcebook—This annual Sourcebook includes licensing decision-makers from manufacturing companies, as well as properties and agents. So while it is not an inexpensive database, and you may use only a fraction of the information, it is the most reliable in the licensing business. In the long run, it will save you valuable time and money in getting names, phone numbers and email addresses.
3. Trade Magazines—As you read trade magazines in the product categories that you wish to target, check out companies that seem to be a good fit for you and your art. Always make notes about their product lines, employees and new deals with other artists, so when you are ready to contact them you have the information at hand. Research Factoid: License! Global just released their November issue which includes their choices for the top 100 licensees. While many of them won’t be appropriate for artists, as they focus on the big name brands and properties, it’s still a great read and a very important resource year after year. http://digital.licensemag.com/nxtbooks/advanstar/license1209/index.php
4. Shopping—Spend time shopping in the stores and outlets for products you want your art to be on. This will be time well spent as you explore the manufacturers that distribute licensed art. You will probably also see ‘private label’ products with art which don’t identify the manufacturer. Deals may be done with manufacturers or by the stores directly (D-T-R: Direct-to-Retail). There are more and more of these done every day as stores work harder to have unique product. Research Factoid: If you find products that feature art, and artists copyright, but no manufacturer information you may be able to track them down if they have an RN number. This stands for Registered Identification Number, which is part of the FTC (Federal Trade Commission) and is used to identify manufacturers and importers of all textile related products. Go to the following web site https://rn.ftc.gov/pls/TextileRN/wrnquery$.startup and plug in the RN number to query who the manufacturer is. Wish it worked for everything, but it does work on plush, bedding, apparel and more, so give that a try.
5. Use the Internet—The Internet continues to be the primary source for researching manufacturers and information on how to contact them. Although larger companies are less likely these days to list their phone number and address on their website, it may require a bit more searching to get these numbers. But when you get frustrated, just think about how we used to do it before the Internet.
6. Networking—Again, thank goodness for the internet, blogging and social media. Now you can talk to other “licensed” artists, and you should. Networking may become a primary source of ideas and leads.
7. Licensor Web Sites—I am still amazed at how many artists list all of their licensees and their information. It’s a great resource when you find a licensor’s web site that notes the manufacturer of their product lines.
8. Ask for Recommendations—If you talk to a manufacturer who doesn’t think you are right for them, ask who they would recommend you talk to. This is a really overlooked technique that allows you to tap into the brainpower of the manufacturers who know the business best. And if you were thoughtful in your presentation and had many relevant reasons you felt they would be interested, then you didn’t waste their time and they may be very open to sharing a thought about other partner options.

In looking for prospective manufacturers, there are many opportunities to find them and do research before including them on your lead list. The more well targeted you are in your lead lists, the more manufacturers will respond positively to your presentations. Over and over again, the number one complaint that manufacturers make is that they receive too many presentations that are not relevant to their business needs. Do yourself and the manufacturers you are seeking a favor by doing your research and targeting your presentation to their business. They will appreciate and recognize your focus, and you will make progress faster.

Five Key Questions to Ask Yourself About Manufacturers

Every month during my FREE FRIDAY Q&A and during nearly every consultation, I get asked how to find manufacturers. So today and Monday I am going to address two essential parts of finding manufacturers.

• Five Key Questions to Ask Yourself About Manufacturers
• Eight Resources for Generating Your Art Licensing Lead List

I’ll start by reminding you that it’s not just any manufacturer you are looking for: it’s your business partner. So let’s make sure we begin with some smart criteria, the ‘Five Key Questions to Ask Yourself About Manufacturers’ to help determine which ones to consider.

Look for manufacturers that:

1. Do licensing on a regular basis – Don’t try to recreate the wheel. There are as many manufacturers that don’t do licensing, as do. You are looking for manufacturers who already are excited about the possibility of utilizing licensing to grow the depth and breadth of their business.
2. Are accustomed to working with artists – There are many manufacturers who do licensing, but it is often with the larger properties only; those who have media exposure, mega brands and/or evergreen characters. They are often not interested in art licensing, and so be it. Again, it’s better to find those manufacturers who love and appreciate art and artists than try to move the whole company in a new direction.
3. Share a similar style philosophy with your art – It can be obvious or subtle, so you need to look carefully at your prospect and evaluate where they are comfortable in the art world. If they are a traditional manufacturer, then your bold graphic take on the holidays is not likely to ring their bells.
4. Don’t have an artist quite similar to you – I know we all like to think of our art as being totally unique. But in truth, manufacturers and consumers for that matter will place your art style in a category in their mind: bold and graphic, whimsical and silly, traditional, retro or modern. What you want is to find manufacturers in which you fit their overall style, but they don’t have someone just like you. This way you can fill a niche for them to help the manufacturer diversify their product lines. Or at least you won’t compete with their existing products mix.
5. Are in the types of stores that fit your art, designs and goals – And last, but certainly not least, where does the manufacturer you are considering have distribution. You hope it’s broad and plentiful, as well as fitting with the core of your retail philosophy. If you see yourself as a Target and Nordstrom property, then you don’t want Wal-Mart and Dollar Store distribution. I admit this is sometimes very difficult information to get before you pitch a manufacturer. So if you don’t know it; don’t worry. But it does mean you need to get the information when you speak with them in person at a later date.

Watch for Monday’s blog as we explore ‘Eight Resources for Generating Your Art Licensing Lead List.’

Why am I talking about ‘dirty secrets’?

For more than 20 years I have worked in the licensing industry. Even after building the DILBERT business from the ground up and coaching hundreds of artists, as well as seeing the Internet and social media revolutions in the industry, it continues to amaze me how ‘veiled’ and difficult the industry is to get information on. Yet, on the other hand, licensing is such an influential and prominent industry in our lives — think of all the licensed products we see advertised and on retail shelves every day.

This contradiction sparked my upcoming smARTist® Telesummit presentation titled “The 30 Dirty Secrets of Art Licensing.” These secrets, while seemingly off-putting, are hiding a fascinating industry with mega potential. For those artists who have passion for seeing their art on products, as well as for artistic talent with an entrepreneurial mindset, learning how this industry really works can be life altering. I will cover why art licensing can be more lucrative than other art fields and what it takes to get into art licensing and how to create a profitable and thriving business. In fact, I will include information from most every class I’ve ever taught.

This presentation is part of the 4th Annual smARTist® Telesummit 2010 – Where all you do is jump on the phone, or click on a webcast link from your computer, and hear everything live! (Don’t worry, we record all 13 sessions so you can listen any time—at your convenience!) For 7 energizing days it’s all about you! Come learn from 11 art career experts and successful artists exactly what it takes to be successful in any economy—with focus and facts standing alongside your fabulous art.

And starting today, there are 4 FREE pre-events you can participate in…just sign up at this link or read more about the event.

And remember, this professional development art career conference only happens once a year…

January 21 & 22 (2 Experts Panel Days)

January 25-29 (5 days with 11 Keynote speakers)

I also wanted to share these insights from Ariane Goodwin, Ed.D., Founder smARTist Telesummit:

What Do Successful Artists Have In Common?

Over the years I’ve noticed that successful artists have at least these three things in common: focus, facts, and fabulous art.

Focus — Successful artists can tell you what their vision is. And they know how to use this vision to focus on the most effective strategies, outside and inside the studio, for getting recognized, exhibited and paid.

Facts — Successful artists learn from others. They take advantage of the newest, most up-to-date facts and information about how to make a living from their art so they end up with a plan that works.

Fabulous art — Successful artists know that compelling art with a “true voice,” is the bedrock of it all. They also know that great art is not enough. The world is changing so fast that they also need realistic action steps, backed by real-world information, from people they respect.

Learn more about the smARTist Telesummit

December Activities

I wish I could say my holiday shopping is finished or even underway…but I’ve been quite busy with our end of the year activities here, and our plans for 2010.  I’ve smiled with delight as I’ve written a new class called the “30 Dirty Secrets of Art Licensing.”  The presentation will be part of the smARTist Telesummit coming in January. So check out the link to learn more about this great conference and I’ll be sharing more information here soon.

As you plan your year ahead, think about joining us next week for our TRADE SHOW TACTICS class, which will be held on Tuesday, December 15th from Noon – 1 pm PST/ 3:00 – 4:00 pm EST.

If you are planning to attend or exhibit at a trade show in 2010, you won’t want to miss taking this class. I’ll discuss what shows are best for various types of business growth, and how to get the most from each trade show, whether you attend or exhibit. You will learn how to prepare for the shows, booth trips and tricks, plus exactly what to do when you attend. I’ll also explain how to create interest before the show and how to know if ‘it was a great show!’ This class will make you money AND save you money on trade show booths. Affordably priced at $40, click here to sign up.

I’ll also continue the FREE FRIDAY Q&A in December which will be held on Friday, December 18th from 9am to 10am PST /12 noon – 1 pm EST. This is your chance to ask me your pressing art licensing questions. Sign up here for free. Once you’re signed up, email your art licensing questions to info@allartlicensing.com. Please be sure to put “Free Friday Q & A” in the subject line. You will receive your confirmation, plus the dial-in number and access code on Thursday, the day before the event. Join us for a lively and detailed hour…you are sure to get your money’s worth here!

On a final note, if you didn’t get a chance to attend our live trio of LEGAL EASE classes on Copyrights, Trademarks and Contract Language or our PROFESSIONAL CREATORS’ LICENSING SERIES – PCLS 1-4 classes in November, they both received terrific accolades and are now available as audio downloads.

Each of the three Legal Ease downloads is just over one hour and comes with a presentation handout. Purchased separately, Legal Ease downloads are $25 each; when purchased as a set of three is specially priced at $60.

Likewise, our PCLS 1-4 series can be purchased individually with PCLS 1 – Introduction to Art Licensing available for $25 and PCLS 2, 3 & 4 at $40 each. Purchase PCLS 1-4 as a set for $100 and save $40. That’s over 5 hours of audio complete with presentation handouts;it’s the best deal around for a comprehensive overview of the art licensing industry and how to get your business started!

Talk to you soon with more news about the “30 Dirty Secrets of Art Licensing.”