Echo boomers – a/k/a baby boomer kids or Generation Y’ers – are pretty savvy young folks, especially when it comes to business. This fun loving generation is enthusiastically embracing the notion of free enterprise that has been threatening to bubble over the edge of corporate America for years. Armed with brainpower, optimism, and moxie, these young entrepreneurs are forging ahead in greater numbers by creating jobs that fit around their lifestyles and passions by developing a work-life balance their parents didn’t have.

Young entrepreneurs bring many things to the table including fresh ideas, innovative strategies, and energy – lots of positive, re-vitalizing energy. They are also learning that inexperience is not necessarily a risk factor.

When Foodzie (www.foodzie.com) was just an idea for an online marketplace to help small food producers, co-founder Emily Olson (25) said that a mentor told them they were lucky to be young enough to have no idea how hard getting started was going to be. However, Olson thinks that experience can sometimes get in the way of taking the risks you need to take in business. “Young entrepreneurs often dive in and then innovate along the way to try to make something new work,” she says. Today, Foodzie is successfully continuing their mission to help change the way people eat by connecting consumers with small artisan producers and growers across the country.

Young entrepreneurs also show us how to dust off and breathe new life into old concepts. “We make your ideas SOAR!” is the tagline for Dinosoar Studios (www.dinosoarstudios.com) recently started by Travis Woodward (15). His company makes short videos companies can use to provide customers with information about their businesses and/or products. In addition to using social networking as a way to grow his business, Woodward says that word-of-mouth has been his best marketing strategy. “To get new customers I asked my friends and family for their support – and to refer ten of their friends, family and business people to me,” he says. The results were immediate!

This older-than-dirt form of networking is undoubtedly the most reliable and powerful method of promoting your business. The more you can get people talking about you and your business the better this form of viral or buzz marketing can work. And it doesn’t cost a thing. To prove this over the fence third-party endorsement still reigns supreme, there is even a Word-of-Mouth Marketing Association (www.womma.org) where members can learn how to use this skill more effectively.

Jared O’Toole (23), co-founder of Under30CEO (www.under30ceo.com), created to inspire Gen Y’ers to live their dreams, also believes in buzz marketing and thinks that all press is good – even when it’s bad. He feels entrepreneurs should not only welcome negative publicity, comments, or tweets, but also promote it. “Toss the negativity up in the air and let people engage and join sides,” he advises. “Not everyone will agree with you, but the point is people are talking about your business.” O’Toole believes the key is staying involved and gaining respect by presenting your side of the issue in a professional manner. And the people who end up aligning themselves with you will become more loyal to your brand.

However, if the thought of criticism still sends you in a tailspin, just remember the old adage: “If the dogs are barking at your heels, you know you’re leading the pack.”

Rock on!

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Copyright 2009 Charlene Davis. All rights reserved. Links to articles on this site are welcome; however, articles may not be used, reproduced, or reprinted without permission.

Times are tough and as more and more people are laid off, many are looking at new and innovative ways to make money by exploring their talents and turning hobbies into businesses. So what does the new competition mean for veteran artisans who have been in the trenches and paid their dues? With the right attitude and creative planning it could be a great turning point. Artisans who want to endure the fluid landscape of our economy can step up their game by teaching workshops and seminars, creating new products, or constructing a new marketing plan.

Christine O’Toole from Stetsonville, Wisconsin, designs custom, handcrafted gifts and teaches group and individual lessons. She feels that artists will find a new avenue of income when they move towards sharing their talent and skills. “Experienced artists who desire to survive will find themselves teaching as well as providing custom, high-quality finished products,” Christine says. “There has been a move towards sharing traditional arts with the start of people taking up knitting and crocheting again. That will continue to grow in these and all other areas.”

Many marketing experts feel that the recession is actually good news for specialists in any industry because individuals are going to spend their free time discovering new trades or learning how to improve their skills. As a knowledgeable and skilled artisan, you can take advantage of the incoming wave of novice artists and crafters by teaching them some of the ropes – for a fee, of course. Jordanna Petkun, CEO and Founder of Emerge Art Center, works with many artisans looking to expand their business and advises artisans not to give away anything – services or work – without compensation. “Even if the clients come referred through friends, or are your friends directly, it’s wise to have a policy of never consulting with or giving away your art or handiwork for free,” she cautions.

Jordanna also feels that to continue making sales in this economy, it’s important for artisans to provide alternatives to all one-of-a-kind or handmade work they do. For every expensive, one-of-a-kind piece for sale, you should always try to have similar versions (that don’t compete with its one-of-a-kind nature) on sale. Make reproductions of originals – such as cards and posters – that people on a tight budget can still afford. This also helps with marketing of your work, as word-of-mouth can work wonders.

What are some other ways artisans can ride out the economic downturn? Almost every type of business has experienced a tangible shift that necessitates the need for a revised game plan – whether it’s a new product, marketing strategy, or business plan. Some artisans are using the slowdown as an opportunity to expand their product line, while others are testing out different marketing strategies. Professional artist, Jordan Mercedes, recommends joining forces in a cross-promotional partnership with someone like a writer, restaurant, or a business that can feature your work while advertising their own. Jordan says the main thing is to remember to be as creative in your business as you are when designing.

Keep in mind that although more amateurs are joining the ranks, they are not always producing quality goods. The talented ones are going to raise the bar, which is not a bad thing. The not-so-good ones will disappear quietly into the night. However, experienced artisans can remain in the forefront by maintaining their core values and high-caliber work, while diversifying by expanding their product line and services.

As a successful artist living the good life, Pablo Solomon has seen his share of economic ups and downs and advises fellow artists and artisans not to worry too much. “In the short run, times will be tough,” he says. “But eventually the old standards for success in art – quality, creativity, and name recognition – will win out.” And that’s good news for all of us.

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Special Note: This feature article was written by Charlene Davis exclusively for the Association of Artisan Businesses, an organization dedicated to the preservation and promotion of the artisan industry.