HOW TO SHARE YOUR EXPERTISE IN YOUR CRAFT
FOLLOW OUR GUIDE TO PROMOTE, ORGANISE AND PREPARE WORKSHOPS AND COURSES SUCCESSFULLY
The success of Buddug’s courses and workshops is down to preparation and organisation. ‘Workshops and open days can bring a small business to life,’ says Helen Campbell, a business and life coach based in Hay-on-wye in Wales. Helen has 20 years of PR and marketing experience working both in London and her rural community, and her clients have included Confused.com, Sarah Beeny and The Royal Institute of British Architects. Helen understands how much work is required when creating events and workshops in order for them to be successful. Here, she shares her tips on organising and presenting your courses to get the best results…
CREATE CONNECTIONS ‘When you are demonstrating what you’re good at, your authenticity, talent and passion shine through,’ says Helen. ‘It’s a brilliant way to connect with customers. At the planning stage of your workshop, pick a key goal to focus on. Perhaps you are wanting to increase your fan base or audience, or for it to be an income generator. In Buddug’s case, her business connects to the landscape, culture and language of Wales so guests can immerse themselves in her craft and background, as well as take home and treasure their homemade creation.’
PROMOTE YOUR EVENTS ‘Try imagining you are a band publicising a tour. You’d produce top-quality posters, appear in listings guides, use social media, participate in interviews, share details with fans and set up an easy-to-use ticketing page with clear and consistent branding. Almost anything a musician might do to promote a gig or festival, you can do, too. Commit your plan to a typed-out list that you can easily follow each day leading up to and after your event. Buddug taps into existing events and festivals such as Eisteddfod, which celebrates art and culture in Wales, showing an insightful understanding of the audience and community. Likeminded people you meet at workshops are potential fans and customers.’
SET A BUDGET Attend a similar workshop and reflect on what worked well and less well and speak to other makers about what they've learnt.
Then create a budget by planning your workshop spending and income goals upfront. ‘Decide whether you aim to break even or generate a profit and work out how you will you reach this goal.’
FIND A LOCATION Choose a venue that represents your brand and is a treat for visitors to spend time in. Practise what you are going to do during the workshop in advance to ensure perfect timings from start to finish. Learn your content and produce handouts if needed.
PLAN, PLAN, PLAN Carry out a risk assessment. Ask customers if they have any access, language or dietary requirements and make sure you have relevant insurance and permits in place.
BE BRAVE ‘Go outside of your comfort zone,’ says Helen. ‘A classic pitfall is to think you have to stay local, but the world is open to you, offering unlimited potential if you bring passion and imagination to your work.’
Helen Campbell, business/life coach, coachingbyhelen.com
The one lesson I’ve learnt... MAKING MISTAKES IS NEVER A BAD THING THEM❞ – DON’T BE AFRAID TO MAKE