February 2006

While browsing around the fairviewcommunity.com web site the other day, I was shocked to see how many empty ad spaces are out there. For $10 a month FBA members are missing out on the best advertising deal of the century. There are two sayings in the business world regarding advertising that really are true: 1) It isn’t that you can’t afford to advertise, but you can’t afford not to, and 2) If you can’t afford to advertise, you can’t afford to be in business.

My business is technically an international business because I enlist instructors from around the world to teach at Willow Wisp Farm Studios and because the artists who take workshops from us also come from around the world. My advertising budget is $20,000 a year which sounds like a bunch of money, and it is a bunch of money! But if I didn’t spend it, I wouldn’t have a business since less than 1% of the people who come to our school are local (the Buncombe County area). As a matter of fact, I would have been out of business six months after I opened if I didn’t advertise. Eight years later we are getting ready to retire.

Ten months ago I decided to personally take a very giant step as an artist: I decided to advertise myself. All along I was hoping what I had learned about marketing Willow Wisp Farm Studios as an internationally recognized art school would apply to my personal art life too.

So, after much contemplation I signed a year advertising contract with a national art magazine for art collectors. After eight months I was beginning to think it was the dumbest thing I had ever done. One day I told a friend of mine I really messed up and would probably not renew my contract with them since each ad cost $500 and I had to do six of them a year. The very next day I received a phone call from a museum wanting me to do a two-month show. I also received two emails from galleries wanting me to put my work in their gallery.

I know you are thinking, “big deal” because I was still paying $3000 a year and no one had offered me any money yet. In the art world, the way to making money is getting in galleries and getting your name out there so people will think you are someone they need to add to their collection. I was really excited about all of this until a guy from Atlanta called me a few days later and said, “I have been watching your work since you started advertising and I have your web site marked as one of my favorites. I would like to purchase two works from your web site.”

After that I stood up and ran around the room yelling “YES, YES.” My husband walked in just then and looked at me oddly, but a little grin formed on his lips once I told him the news. It was at that moment I knew I was going to continue paying $500 an ad because in my heart I knew this was just the beginning of something really good.

In closing I would like to say advertising is a funny thing; you have to commit to it for a long time if you want to see it pay off. One ad will get you nowhere unless you buy the entire page and it is so big you force people to look at it. And, it may be a year after you advertise before you realize the monetary gains from it, but if you stick with it, your customers will come and it will all pay off. I rushed to call Biz-comm, the fairviewcommunity.com web site developer, when I found out what a good deal the ads were on the web site and bought the first two because, compared to what I am used to paying, these are really a great deal. You will be doing yourself and your business an injustice if you don’t take advantage of these prices while they are this good. You know, I always say if you don’t believe in yourself, you can’t expect anyone else to either.

See you in March!

Peggy Taylor, WillowWispFarmStudios.com
President

February Meeting: A great turnout!

We also enjoyed an informative presentation from WOXL-FM regarding radio advertising.

We are happy to announce that at our next meeting on March 20 at Willow Wisp Farm Studios, we will be initiating a social/networking session starting at 6:15 pm with the meeting to follow at 7:00 pm. This will be your opportunity to get to know the other members and do some valuable networking. If this gathering is well-attended, we plan to make it a regular part of our monthly meetings. If you are interested in providing some refreshments for this meeting please contact Grey Taylor to find out what you can bring.

Because we are doing the networking before the meetings it would be redundant for members to get up and talk about their business during the meetings. So in the future we are asking members to prepare presentations that will provide practical information about their expertise, rather than business solicitations. Examples would be: An explanation of the various types of insurance available and who needs what; how to build a well-rounded investment portfolio; how to keep good tax records, etc. Presentations such as these are informative to everyone and often lead to new business contacts. If interested in offering a presentation, contact Peggy Taylor for more details.

Also, we are interested in knowing what type of presentations our members would like to hear. Send us your thoughts and ideas.

We'd like to introduce a new feature to our members: A vehicle to thank other members for their assistance, good service, referrals etc., and a way to shine a light on your business when you promote someone, win an award, get credentialed, etc. Send your thank-yous and kudos to newsletter editor.

• Thank you to Twigwork for her design of the new staircase at Biz-comm. Photos soon!

• Thank you to Weld-to-Do for a variety of welding projects done for Biz-comm.

Banner ads on Fairview-Business.org are $20 a month, 50% of which goes toward building the FBA treasury. For more information, contact Biz-comm.

Welcome to our newest members:

Jody Martin  - Martin Motorsports
John DeMeiter    - Blue Ridge Building
Anne Tansey - TwigWork

The following businesses have submitted application for membership:

Tammy Murphy - State Farm Insurance
Nona & Mike Armour  - Keller Williams Realty

6:15 Networking; 7 pm meeting

Willow Wisp Farm Studios