guest post: Surtex – the view from a first timer

Today I’m excited to share a guest post from Khristian of Khristian A. Howell Surface Design & Photography.  Khristian has kindly agreed to share her experience exhibiting at Surtex this year.  The art licensing world isn’t something I have a lot of experience with, so it’s great to hear firsthand from someone working in that area.  Thanks Khristian!

After months and months of preparation that rivaled planning my wedding, Surtex 2010 is officially the books.  Surtex is a show dedicated to selling and licensing original art and design.  You will find manufactures from stationary, home furnishings, bedding, scrapbooking, and giftwrap (to name a few). strolling the aisles searching for fresh art to use on their products.  I know, I know it is the step the consumer never really thinks about, but that pretty floral print on your new tea towels came from  somewhere!

I must say this show was off the charts awesome!!  There was barley a moment when I didn’t have someone in my booth inquiring about my art!  Even on the last day which is notoriously slow for all trade shows, the aisles were buzzing!  These shows are all about presentation.  Your goal is to make people stop in their tracks.  You have a TON of noise to fight through!  Booth design is very important.  It really must reflect what you are all about.  I like to think of it as a really great trailer to a movie that leaves you wanting more.  Okay, here is my soap box.  Presentation goes beyond what is in your booth.  It is about you!!  Buyers want to talk to excited, approachable people.  Licensing is not just a quick sale.  It involves building a relationship with the company who wants to use your work.  Think of it as a three day interview.  Be POSITIVE!

To prepare for the show I spent months creating new collections.  As the show got closer I designed my booth layout and decided what I would have for visitors to take away (aside from a card).  Then came all the things that have nothing to do with art – tons of logistics.  How will I get everything to New York, how to keep track of who is interested in what art, how will I eat lunch, how will I take orders, how will I draw people to my booth?  Luckily, the Surtex marketing group sent out a monthly guide on where you should be in your prep which was a big help.  I began working backwards to make sure all the things I needed printed would be ready in time (way in time incase there were any hiccups).  Walking the show a couple years back was invaluable, so I wasn’t flying totally blind.

Some artists do choose to sell their work outright at Surtex.  However, with licensing, you won’t really “write orders” right there on the spot.  Royalty agreements can be quite involved.  Usually conversations and negotiations will happen after the show.  The key to this show is follow up.  After a company shows interest, it is imperative to follow up immediately after to keep the conversation going.  It is very common to send interested buyers low res images so they can get final approval from their clients.

Licensing 101

So here is the super simple version of the way licensing works:

Let’s say I create a floral print and a coordinating stripe.  I can grant company A who makes gift wrap the right to use my artwork in their category (gift wrap) for a certain period of time.  At the same time I can allow company B who makes paper plates and napkins the right to use the same art on their products.  I maintain all the rights (including copyright and tradmark) to the artwork.  I can continue to create new agreements for the same artwork with non-competing categories.  Compensation comes in the form of royalties from the manufacturer.  Sometimes agreements will include an advance payment on the designs.  That is the super simple version!  If you want to know more about licensing check out the one I like to call the guru Artist Tara Reed.

I have to say Surtex was a great success.  It is next to impossible to get the attention of so many decision makers without a venue like this.  Although many groups who license/purchase art have an online submission process, getting to them when they are in the buying frame of mind is key.  The crossover effect is also a great asset of Surtex.  Running next to NSS and ICFF is awesome, and I got a few inquires from exhibitors from each respectively.  I already can’t wait for next year!