The Revere Academy of Jewelry Arts’ 2010 Master Symposium classes run April 3-25 in San Francisco, Calif. Prominent master jewelry craftsmen from all over the country will partici-pate in the event by offering work-shops in their area of expertise. Classes include nature-smithing, design, gold and steel, and much more. To register, visit www.revereacademy.com.

The Craft Organization Development Association (CODA) Conference will focus on how to successfully market your organization in the current economic climate. “Aspects of Identity” runs April 6-8 in Savannah, Ga., and includes presentations, roundtable discussions and informal dialog on creative marketing solutions, the role of crafts in education and how to help students transition into the workplace. For details, visit www.codacraft.org.

The Conference of Northern California Handweavers presents “A World of Creativity” April 9-11 in Santa Clara, Calif. The conference will feature a broad range of classes and workshops in all aspects of the fiber arts with teachers coming in from all over the world. For details, go to www.cnch.org.

The 2010 Quilt Surface Design Symposium (QSDS) kicks off its 21st year in Columbus, Ohio, May 31-June 11. It offers classes for all levels of quilters, textile artists and surface designers. There are also opportunities to learn about color, design, hand vs. machine quilting and embroidery, and a meeting place to connect with other innovative artists. To find out more, visit www.qsds.com.

Don’t miss Artist-Blacksmith’s Association of North America (ABANA)’s conference in Memphis, Tenn., June 2-5. Focused on blacksmith education, ABANA will feature demonstrations from some of the biggest names in the business, a Memphis-style BBQ banquet and an auction. Visit www.abana.org for the most up-to-date information.

The Glass Art Society (GAS) Conference celebrates its 40th anniver-sary in Louisville, Ky., June 10-12, addressing the “Ingenious Possibility” the region provides for glass artists. Participating artists include Stephen Rolfe Powell, Lino Tagliapietra and Judith Schaechter. For more information, visit www.glassart.org.

The Furniture Society holds its annual conference entitled “Fusions: Minds & Hands Shaping Our Future” in Cambridge, Mass., June 16-19. Pre-meeting workshops range from discussions of compound curves to computer-aided design courses. For more information, visit www.furnituresociety.org.

Hartford, Conn., will host this year’s American Association of Woodturners Symposium June 18-21. The popular four-day conference will include a rotation of the world’s best wood-turning demonstrators, a gallery with work from the attendees, and an auction and trade show. Details can be found at www.woodturner.org.

• The National Association of Jewelry Appraisers (NAJA) will hold its 33rd Appraisers Continuing Education Winter Conference Jan. 31-Feb. 1 in Tucson, Ariz. The programming includes a three-hour certification examination, advanced gemology classes and presentations examining various topics pertaining to the industry. For information, go to www.najaappraisers.com.
• The Society of North American Goldsmiths’ (SNAG) 39th annual conference “going to eXtremes” runs March 10-13 at the Museum of Fine Arts, Houston. Along with nine presenters, the conference will feature two nights of exhibitions with art inspired by the themes “Liquid Lines: Exploring the Language of Contemp-orary Metal,” “No Boundaries” and “Extremities: Exploring the Margins of the Human Body.” Visit www.snagmetalsmith.org to find out more.
• The Society of American Mosaic Artists will hold its annual summit March 17-21 in Chicago, Ill., recognizing the organization’s 10th anniversary in a big way. The event includes everything from speakers and seminars to a raffle and mosaic marathon during this five-day affair. Learn more at www.americanmosaics.org.
• The Surface Design Association, Studio Art Quilt Associates and San Francisco State University’s Art Department are holding a conference of speakers, tours and workshops March 19-24 in San Francisco, Calif., based on the idea of “Reinvention.” Highlights include museum and emerging artist panels, bus and museum tours, and educational workshops. To become a member and attend the conference, visit www.surfacedesign.org or www.saqa.com.
• “Independence” is the theme of this year’s National Council on Education for the Ceramic Arts (NCECA) Conference. Running March 31-April 3 in Philadelphia, Pa., the conference will celebrate the artist’s spirit with presenters and exhibitions. For details, visit http://nceca.net.
• The Craft Organization Development Association (CODA) Conference will focus on how to successfully market your organization in the current economic climate. “Aspects of Identity” runs April 6-8 in Savannah, Ga., and includes presentations, roundtable discussions and informal dialog on creative marketing solutions, the role of crafts in education and how to help students transition into the workplace. For details, visit www.codacraft.org.
• The Conference of Northern California Handweavers presents “A World of Creativity” April 9-11 in Santa Clara, Calif. The conference will feature a broad range of classes and workshops in all aspects of the fiber arts, with teachers coming in from all over the world. For details and to learn more, visit www.cnch.org.
• The Glass Art Society (GAS) Conference celebrates its 40th anniversary in Louisville, Ky., June 10-12, addressing the “Ingenious Possibility” the area provides for glass artists. Participating artists include Stephen Rolfe Powell, Lino Tagliapietra and Judith Schaechter. For more information, visit www.glassart.org.
• Hartford, Conn., will host this year’s American Association of Woodturners Symposium June 18-21. The popular four-day conference will include a rotation of the world’s best wood-turning demonstrators, a gallery with work from the attendees, and an auction and trade show. Details can be found at www.woodturner.org.
• The Handweavers Guild of America is holding its biennial “Convergence” July 18-25 in Albuquerque, N.M. It will feature special lectures, workshops with experts, studio classes and half-day seminars as well as a vendor hall with an artists market. For more information, go to www.weavespindye.org.

If you saw your fourth-quarter sales slip last year due to a slow holiday season, now is the time to start forming your game plan for a stronger showing in 2009. According to The Conference Board in New York, N.Y., consumer confidence rose more than expected in August, an indication that shoppers’ outlook on the economy may be improving.

Although it’s difficult to gauge when the recession will begin to abate—even business experts find it impossible to come up with a solid forecast or corresponding numbers—there are things you can do to encourage customers to bring their holiday shopping lists through your doors.

For good ideas, we decided to go straight to the source: Main Street. The gallery owners we talked to plan to take advantage of customers’ good cheer with the right mix of inventory, events and promotions. Read on to discover how to formulate your own strategy this holiday season.

Tweaking Your Inventory Balance
A major part of your holiday plan should include inventory management. Review your recent sales reports to determine which items are outpacing others, and offer a range of price points. “Starting in late September, we boost inventory in the affordable gift price ranges,” say Michael Gamble and Danny Burris of Pura Vida Gallery in Jerome, Ariz., and Kapa’au, Hawaii. That translates to work in the $50-$200 range.

Barbara Kaylor, who co-owns R. Grey Gallery in Boise, Idaho, with her husband Robert, has a different approach in mind this year. “We have a broad range of prices,” she says. “We’re also bringing in children’s handcrafted items.” Although they already carry lanterns and kaleidoscopes, they plan to expand their stock with handcrafted wooden toys and track how well they sell. And because the Kaylors specialize in jewelry, they’ll add work by a few new artists to keep the mix fresh.

What About January?

In-Store Events that Sparkle
Despite the economic climate, customers are always looking for memorable shopping experiences, especially during the holidays. Crafting special in-store events and exhibitions will help make their visits memorable.

Sandra Randolph, owner of Good Goods in Saugatuck, Mich., organizes two major holiday events, but is sure to do something a little different each year. On Nov. 12 she’ll host “Shop Fabulously,” a “posh holiday event not to be missed” where she’ll serve refreshments and offer free gift wrapping. “This year we’re going to combine it with our twenty-year anniversary party,” she says.

Good Goods’ second holiday event captures the often-elusive New Year’s Eve crowd. As a rule, Randolph does not discount merchandise, but she does offer a one-day bartering festival, the “However the Spirit Moves You Sale,” Dec. 31. “Usually we agree on a price,” she says. “Most people take it in the spirit it’s intended. They’re happy to have a percentage off.” The event boosts foot traffic and increases calls to the gallery. “Some of our customers call us from other states and pay for purchases that day,” she says.

R. Grey Gallery has a year-round approach. “We focus on various trunk shows, catered events and charitable fundraisers throughout the year,” explains Robert. “That way, when the holiday season comes around, we have established our gallery as the place to go for the perfect handcrafted gift.” This year, the Kaylors will unveil Robert’s new line of steel-and-diamond jewelry Nov. 5 to coincide with Boise’s First Thursday event.

At Pura Vida Gallery’s Arizona location, Gamble and Burris also align special exhibitions with local events. Their “Artful Giving” show features affordably priced items such as wine coasters, glasses and scarves—paired with mulled wine and chocolate—during Jerome’s Dec. 5 Art Walk.

Customers mingle in R. Grey Gallery in Boise, Idaho.

Boosting Traffic
No matter how enticing your event, it’s critical to get the word out. R. Grey Gallery prints a multi-page newsletter with gift ideas and a coupon to entice holiday shoppers. Barbara mails it to regular customers, and also pays to have it inserted in local newspapers. “It’s a pretty inexpensive way to get it to some new homes that aren’t familiar with our gallery,” she says. The 2009 newsletter will premiere at the end of October to promote Robert’s jewelry show.

Randolph mails and e-mails postcards announcing the gallery’s events to her mailing list, but she’s also sure to target holiday visitors. “Usually all of our bed and breakfasts are booked,” she says. To capture that crowd, she places promotional materials on site.

Connecting with Customers
Once you have customers in the store, it’s important to keep them interested. Homemade cookies and hot cider will help, but you may also want to offer additional services like free gift wrapping, wish lists or in-store giveaways.

“Many last-minute gifts come over the phone or e-mail from our wish lists,” say Gamble and Burris. “We maintain and update a list of their favorite gallery items, including ring and clothing sizes, and color preferences.”

Randolph has another tactic to keep customers buying. During special events, she has giveaways of chocolates, small items from the floor, grab bags and discounts to use that day. “We do something different almost every year,” Randolph explains. For the holidays, she plans to have custom-made jute shopping bags.

So give yourself a gift a little early this year—with careful planning and a bit of creativity, you can soar through the holiday season with increased traffic, bigger sales and very happy customers.

What Is Social Media?
That’s a good question, and the complete answer could fill pages without really delivering the clarity that a small business marketer might desire.

So here’s the simple definition for the purpose of this document. Social media is the use of technology combined with social interaction to create or co-create value.

In a way, the definition doesn’t really matter nearly as much as the application and changing role of marketing in a social media world.

Social media—and by that I’m lumping together blogs, RSS, social search, social networks, and bookmarking—presents the marketer with a rich set of new tools to help in the effort to generate new business.

Why Does It Matter?
It used to be that all you needed to be on the Web was a Web site. Today you need to think and act in terms of a total Web presence. And that means if you’re not participating in social media, you’re not really online.

What’s Changed?
Well, c’mon, just about everything, right? If you studied marketing in the textbook world, you likely covered the 4 Ps of marketing: you simply created a Product, figured out how to Price it, got it Placed in the market, and Promoted the heck out of it.

Today’s approach to marketing, the approach infused with social media, leans much more heavily on the 4 Cs of marketing. Tons of relevant, education-based, and perhaps user-generated Content that is filtered, aggregated, and delivered in a Context that makes it useful for people who are starving to make Connections with people, products, and brands they can build a Community around.

Content + Context + Connections + Community = Social Media Marketing

The Hierarchy of Social Marketing
I think one of the things small business marketers struggle with concerning the entire topic of social marketing is trying to jump into the next new thing without enough analysis of what they should focus on. This is an important, evolving and essential area of marketing for small businesses, but there’s a hierarchy to it. In other words, there is a logical progression of utilization that comes about much like Maslow’s Hierarchy of Human Nature.

As Maslow theorized, the ultimate potential of your marketing or human self-actualization cannot be achieved until the most basic human psychological needs such as breathing, eating and sleeping are first met. In fact, safety, love and esteem all come before transcendence. Now, before I edge too close to the deep end here, I’m simply comparing what I think is a bit like progressing up the social marketing hierarchy.

I recommend that small business owners look at the following progression or hierarchy as they move deeper into social marketing tactics. So, jump in, but do it in this order and don’t move on until you have the basics of each stage down and working for you.

1. Blogging—the foundation of the pyramid—read blogs, comment on blogs, and then blog. This is the doorway to all other social marketing.
2. RSS—Aggregate and filter content around subjects, and use RSS technology as a tool to help you repurpose, republish and create content.
3. Social Search—Often ignored in this discussion but I think it’s become very important for small business owners. By participating, you can stimulate and manage your reputation here.
4. Social Bookmarking—Tagging content and participating in social bookmarking communities can be a great way to open up more channels to your business. It can also generate extra traffic, but it takes work.
5. Social Networks—Branching out to take advantage of the potential prospects you might find on sites like Facebook or MySpace will frustrate—at least as a business tool—if you don’t have many of the above needs met. These networks take time to understand, and thrive on ideas and content. You’ve got to have much to share if you wish to build a business case.
6. Micro—I’ve lumped some of the more experimental social tools into the edgy trend of micro: social, real-time communication that will likely only confuse most small business owners. The confusion is not because they can’t figure out how to make them work, it’s just not obvious why they should spend the time. I believe Maslow suggested that self-actualization is a place most might never reach. In social marketing terms, Twitter, Plurk and FriendFeed might be some sort of sick transcendence.

Case Study: They Don’t Use Social Media in My Industry
Many small business owners still think they can take a pass on the power of online social media tools, particularly if they reside in seemingly low-tech industries like plumbing, fishing or lawyering. I want to share a quick interview I had with Jason Brown, 23-year-old co-founder of Brown Lures. That’s right, they sell fishing lures to guys and gals that probably don’t call hanging out at Web 2.0 conferences a good time. (I’m just guessing on that though.)

Brown credits his blog with changing the way people find him. He created a podcast that gives him great “fishing stories” and loyalty from guides up and down the Gulf Coast. He uses RSS and content tagging to automatically produce fresh blog content, and e-mail marketing to blow his competition away at trade shows. Using social media in industries that are still slow to adopt it is the killer competitive advantage.

In Brown’s words:
“We have been running waiting lists for products for about a year now, and no one has any clue how we are doing it without spending big advertising money. I love this stuff …”

Alas, I can still hear the cries from the cynics—We don’t need no stinkin’ social media, we just need more sales.

This excerpt is reprinted from Let’s Talk: Social Media for Small Business © 2008 by John Jantsch of Duct Tape Marketing. Sponsored by Microsoft Office Live Small Business. All rights reserved. Download the full free e-book here.