Hi everyone, I appreciate your patience and support while I recovered from my hip replacement surgery. It feels so amazing to be back at my desk with renewed energy, a new perspective and motivation for moving life and business forward. Thanks to all of you who sent your well-wishes while I was recuperating!
As most of you know, I believe strongly in building great, positive relationships. We find in art and character licensing, the 80/20 rule is just as true as it is in all the other industries. Specifically, this means that 80 percent of your revenue comes from only 20 percent of your clients. So in practical terms, to actually grow your revenue, you need to connect with as many people as possible. This means attending trade shows, talking to other artists, getting on the phone, asking those in-the-know for advice and finding industry events where you will meet the manufacturers and the decision-makers who will become the cornerstone of your licensing business.
The more you learn about what manufacturers want and are looking for, from the manufacturers themselves, the better you will be able to provide the appropriate art, in the proper format, to catch their eye and close your deal.
Not all manufacturers are willing to share this information. Fortunately there are some who will, such as Design Design’s Chief Marketing Officer, Phil Cowley. I have worked with Phil on many occasions and he is such a wealth of information. In our interview, he shares intriguing insights about how manufacturers work, and specifically how Design Design works with artists.
Below I’ve listed just a few of the topics that are covered in this interview. I admit up-front, that the 30-minute length, is much longer than your average web interview. But I just couldn’t edit out any of the details. So grab a cup of coffee or tea and you’ll learn something, I’m sure. And thank you Phil for your time and so much valuable information!
- What are the color and design trends for 2016?
- What are the three most influential industries, when it comes to paper product designs
- What is Design Design’s inside out approach to the marketplace?
- What are their six key product categories?
- What percentage of their product line is new each year?
- How much art do they license?
- How many artists do they work with?
- How often does Design Design release new product?
- What is the hardest greeting card (and other products…) category to fill?
- Who are their primary retailer channels of distribution?
- What exactly do they want from artists?
Final note: There are some audio issues on this interview due to internet fluctuations. We apologize in advance for making you have to listen extra-hard in a few places. This interview was taped in November 2016. The delay in publishing was due to my surgery. On all accounts, thanks for your understanding!
If you are interested in sending your portfolio of art to Design Design, Phil asks that you go to their Artists Inquiry page and download their Artist Guidelines for Artwork Submissions, which I’ve also linked to here for you. Please read this important information and then you can send your relevant artwork to their Senior Director of Creative, Tom Vituj at email@example.com