We caught up with the brilliant and insightful Andrea Williams a few weeks ago and have shared our conversation below.
Andrea, thanks for joining us, excited to have you contributing your stories and insights. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?
I absolutely LOVE being a business owner. From choosing my own hours, no dress code to follow or worrying about upsetting my boss. It’s amazing to have the freedom to choose what course I want for myself and the direction of my business. I just wish I had done this sooner with my career. It is always a rolling joke with my customers about how my “boss” never gives me vacation time. Since I am my own boss, I am always working. My brain is always turned ON, too new ideas and what needs completed that day, week or month. As a small business owner and sole employee, I run everything. From keeping up with promoting each and every class on social media, answering questions, talking to new venues and painting new ideas to teach, I stay very busy to say the least. I work more than 50 hours a week, maybe more during prime months during the holidays. But I would never change it and return to a “normal job”, not even for a minute.
Andrea, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Hi, my name is Andrea Williams! One of my most ambitious life goals has always been owning an art studio, selling my art, and living my dreams. As it turns out, I’m fortunate enough to have my ambitions realized. I am the owner of Errant Artistry, a self-taught artist, who has been in love with art for as long as I can remember. I am passionate about my ability to learn new techniques that I enthusiastically teach to others. Even as early as High School I knew my passion for art translated to a desire to teach others. Originally the plan was to become an Art Professor in some college somewhere but, that option just wasn’t in the cards for a poverty-stricken girl growing up in rural Illinois. Thus, I did what most impoverished young people do, I joined the work force. I spent a few years bouncing around from one corporation to another, each new job leading to more responsibility and authority. Although I may not have been living my dream, it wasn’t all for nothing. I learned a variety of new skills, inventory management, leadership, and sales to name a few. I garnered over fifteen years of experience managing businesses both big and small. I was finding success working for others, only to realize I wasn’t happy, I needed to get back to the dreams of a younger me. An idea began to form. What if I combined my passion for art and my experience in business? It turns out, it made for a natural and effective combination. I must admit, writing this now, it all sounds so tidy. My goodness it was a mess at times. I had some serious challenges along the way. To begin with was a lot of self-doubt. I frequently thought “Who am I, an untrained artist, what could I possibly teach anyone?”. Despite my own insecurities about whether I would be any good or even if my art was any good, I took the leap. I started small, really small, just one venue. I taught there for months, practicing my technique both with the medium and the teaching. Slowly, I became more confident. I learned that I could do this. It didn’t take long to realize that I desperately needed more space than the back of my car and painting next to my bed. So, the next challenge for me was how I would turn my 12×12 guest bedroom into a custom space where I could create, store, prep and thrive. Luckily for me, my husband is amazing with building! Before long the space was a fully functional art studio complete with shelves, cabinets, counter tops, and a bright red love seat. It even has a custom brass door sign that reads “Andrea’s Art Studio”. Even now, years later I still use this small space. Each class is prepped and prepared for in my little studio. All the materials are loaded into crates, carried down the stairs, put in the back of the car, and transported to the venue. It is quite a process and a heck of a workout. I’ll share one last challenge with you all. Choosing a business name was a struggle because, everything I wanted was already taken. Since I am a traveling Artist who goes to venues all over the Upstate, I originally wanted to be named The Wandering Artist but, that name was already being used by a person who doesn’t even wander. I knew I had to be creative and still catchy to gain interest. Which is where “errant” comes in to play. This word has two meanings both fitting for my business and my personality. The first definition is straying from the proper course or standards, my customers all know, I stray from proper from time to time, usually to raucous laughter. The other and more relevant definition of errant comes from old English, traveling in search of adventure. Hence Errant Artistry was born. A traveling artist on the hunt for adventure while straying from proper course? That’s me! So, the business model. I teach art classes, primarily acrylic painting, on a large 16×20 canvas. Classes are typically 2-hours in duration. I teach adults in venues all across the Upstate. Sometimes folks prefer a non-public event. For those customers, I proved Team Building Party and/or Private Paint Party at a location of their choosing, even in the privacy of their own homes. My standard price is a bargain at $30 per person, which is a steal compared to my competitors. I pride myself on providing the highest quality tools and materials for my classes. Not only do I provide the best materials to use and work with, but I also provide a pre drawn canvas for every class and step by step teaching method to ensure everyone leaves with a masterpiece they will be proud of. I sincerely enjoy meeting new people. My customers frequently become fast friends. I don’t like to think of my customers as “customers”, I like to think of them as family. My ever-increasing group of regulars would attest, that I care for and about each customer individually. When it comes to my teaching, I prefer to think I teach everyone the way I would like to be taught. Light, easy steps to follow. I always have my “mom ears”; turned on and use that to my advantage. I provide personal care when I hear that someone is struggling with a step or didn’t hear what I had said and need it repeated. Walking around the class to provide positive feedback, and helping when needed is essential to my way of teaching. I want your experience to be just as enjoyable as the final product.
How do you keep in touch with clients and foster brand loyalty?
I primarily use Facebook as my social media platform. Every morning I typically spend anywhere between 3 and 5 hours on my desktop computer at home going through all the comments on my events and posts on my business Facebook page. I currently have a badge through Facebook that informs my customers that I return all messages within a few hours. I don't ever want my customers to wait on me. It is important to me that I create and engage with every individual event I create daily. From talking to the customers, venue or, simply making a post for the specific event. Engagement might just be my secret weapon! I also have every event on groups within social media. I believe the more it's out there, the more likely someone will see that one post and signup to paint. So, I have my events on Google Events, Nextdoor and Instagram as well. I have created loyalty within my customer base through several aspects, teaching method, price, locations and offering my Thank You card to all my customers. My Thank You card is effectively a punch card. If they attend 5 classes, then the 6th class is free. I also provide door prizes to each class. Everyone loves to win something! I like to make my customers feel appreciated and valued. I feel that by doing all these things, that is being accomplished. I love my customers; my goal is that they love Errant Artistry. Cannot wait to see you at the next class!
Where do you think you get most of your clients from?
My business model is to wander around the Upstate looking for venues who want to have a mutual business relationship with me. I partner up with wonderful venues who recognize the value in having me come to their business and offer an entertainment class to their customers. Through the course of my classes I push the venues products and ensure they see increased sales. One of the more interesting and unexpected outcomes of my business are the “watchers”. I have a following of folks who simply like to watch everyone else paint and to laugh at my jokes. They are happy to enjoy the venue’s products and be entertained by Errant Artistry. The real magic of social media happens when the venue participates in the event hosting process. I prepare all the even information and share it to the venue. When the venue also pushes the event to their client base our reach becomes super charged. Classes sell out fast when we work together. Don’t worry I make it as easy as possible for the venue to push the class, two button clicks is all! If you have a bar, coffee shop, winery, or any other venue looking for a unique entertainment option Errant Artistry has got you covered! I also love word of mouth. I find it to be the best! In my field, returning customer base is on average is only 1-2 times. However, my return customers base is 35% and climbing! I love it when a returning customer shows up with a new friend to share their new past time with them.
Contact Info:
- Website: www.errantartistry.com
- Instagram: errantartistry
- Facebook: Errant Artistry
