N E W F O R
2 0 1 2
ING
BALTI ORE
TUESDAY, FEB.
2 1
1 :3 0
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2 :3 0
p.m.
Beyond Branding: Crafting Your Narrative
by Farai Chideya, Vice President of Voice, Etsy
To effectively brand and market yourself, it's critical to determine what circum-
stances, ethics, and goals drive the work you do. In this seminar, Chideya
gives you the tools to understand, articulate, and disseminate your own story,
as well as low-workload, high-payoff ways to use video, social media, and
blogs as marketing tools.
2 :3 0
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4
p.m.
Navigating the New Normal:
in Today's Economy
by Miriam Works, Works Consulting
Profitable Retail
Need strategies to engage shoppers who are clutching tightly to their purse
strings? Want to create a shopping destination that encourages customers to
buy? We'll cover these issues and more and learn the five factors that make
stores profitable in the short term and sustainable over the long haul. Learn
from an experienced fine crafts retailer while hearing from your peers about
new ways to involve and inspire customers.
4
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5 :3 0
p.m.
Collaborative M arketplace: How Can Online
and Brick-and-Mortar Retailers Work Together?
How do brick-and-mortar retailers, online retailers, and artists strike a
balance that makes customers happy and generates revenue for everyone?
This panel raises the question: As online shopping gains ground and
customer expectations for seamless transactions rise, how can independent
specialty and museum stores serve customers, work productively with
makers, and operate profitably? Bring questions and ideas to share. Panel
includes Megan Auman, designer, maker, educator, and entrepreneur, who
sells both online and through shops, David Brooks, co-founder of Appala-
chian Spring, whose stores in the Washington, D.C., area have featured
American-made art and craft for 36 years, and Ellen Hertz, founder of
Max's, an independent jewelry, home décor, and chocolate specialty shop-
ping destination in Minneapolis/St. Paul. Moderator is Miriam Works,
designer and consultant to museum and independent specialty stores.
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