Why your marketing needs to be as creative as your products.
While it’s great that crafts and handmade goods are growing in popularity it also means that the marketplace for these items is becoming more competitive. The very things that make it so wonderful to be a modern crafter - DIY websites, digital photography, internet chatrooms, blogs, places where people showcase their work - also make it tempting for local customers to buy from far and abroad. How does a crafter craft a marketing strategy?
“One of the major problems craftspeople face is finding outlets to sell their works,” says Newcastle-based textile artist, Sandra Shaw. She has been exhibiting her work since 1984 and while, for years she designed and printed meterage, clothing and quilt covers, she now burns designs into silk velvet and satin using the devore technique of printing with acids as well as screenprinting and some machine embroidery.
“My work falls into the artwear category,” explains Sandra. “Galleries catering for handmade textiles, or any craft really, are disappearing... and craft shows and privately organised events require long hours and travel. Not only that, we now compete with the most amazing handcrafts from around the world, more easily imported due to globalisation. It is a challenge to survive.”
It’s not all doom and gloom though. “Over the years I have tried to get as much information as I can from wherever I can to keep my business moving forward,” says Sandra. “There are lots of arts organisations and government bodies who run information sessions on promotion and marketing. I have attended great workshops from state and regional development, small business and visual arts groups, all easy to find on the internet. There is a great deal of support for home based businesses,” she says.
Finding your niche seems to be a key theme for crafters and artisans everywhere hoping to sell their wares. For Jena Coray, editor of Modish, a daily blog celebrating handmade crafts, the indie designers who create them and the shoppers who buy them, the question of ‘getting yourself out there’ is often discussed. “The difference between what you make and everything else on the market is simply you,” she wrote recently. “You are the something special. You are the unique point of view. You are what will make your art, your handmade goods or your graphic design, stand out from the pack. The key to defining your niche then is to listen to and trust your own, unique point of view.”
For some this might mean going back to the drawing board every now and then if things aren’t selling well or working out properly. “Finding your niche is rarely without trial and error. You may find you get bored making beaded earrings when you have to make them day in and day out. On the opposite end, you may find that your wine glass charms are just not selling, and you don’t know why... let the flops be lessons for the future and motivation to think of something that will work better- don’t let yourself get discouraged,” she says.
Knowing your niche then gives you the confidence and direction to approach your marketing in the most effective way. You’ll know your market, what they want and how and where they shop. Also, importantly, you’ll know the way you want or need to brand yourself, how your products will be presented and what tone your marketing will take.
Everything from your business’ name to the font you use in your printed materials, the swing tags you use, the language you use, the way you dress when in a public ‘selling’ environment all contribute to your overall brand. Think of Australian skincare and cosmetic companies Aesop (www.aesop.net.au [aesop.net.au]) and Bloom (www.bloomcosmetics.com [bloomcosmetics.com]). Aesop’s range is based on botanically based skin, hair and body products for men and women. Its packaging is austere, chic, almost like something off an old apocathary shelf. Bloom, on the other hand, is known for its sassy, feminine packaging. The illustrated coverings feature Miss Bloom who embodies the spirit and personality of the brand - playful and sophisticated. Both products lie within the same product category but are targeting different segments of the audience in very different ways.
For Sandra Shaw, subsequently, knowing her niche and understanding her brand, has seen her shy away from art and craft markets and from the internet and concentrate, instead, on outlets catering for tourists and those after special gifts. “High end handmade items do not, in my experience, really sell at markets. Instead I am looking for customers who want something different, of high quality and Australian made,” she says. Also, for Sandra’s product, she believes textiles in particular need to be seen and touched. Not to mention, they have to fit.“Because of this I am not convinced about selling my goods online,” she explains.
Collaboration, therefore, has become an important part of her success. “Promoting yourself is one of the most important parts of the business,” says Sandra. “As a one man band there is only so much energy to go around.” Recognising that the internet, while not a salesroom for her, is a great form of promotion, Sandra does not have her own website “yet” but does have her information on sites of outlets and groups she is affiliated with. “Also I am involved in two outlets that are cooperative ventures,” she says. “This means there is more of a team in place to pursue promotion.”
Even though few crafters have budgets for formal advertising, Sandra’s not above getting out and about with flyers and maintaining mailing lists of people who’ve attended previous exhibitions when she has news to share. And, though it may be daunting to pursue editorial coverage in newspapers and magazines, she is optimistic about that side too: “There is always someone looking for a story and there are often opportunities with local media so putting together a press release on what you are doing can lead to free publicity in a paper or magazine.”
Utilising new media and social networks can all provide fertile marketing opportunities for the lone crafter. Melbourne- based designer and dressmaker, Peta Pledger, has, for the past 18 years, been making one-off pieces and small runs of pretty garments and accessories influenced by the 1950’s, tattoo culture and good old rock ‘n roll. She’s a young mum who, more recently, has used her time at home with her first child to look more carefully at how she’s marketing her work and to forge friendships and professional relationships with others in similar situations.
“When you decide you’re going to run your own business you have to be ready to deal with demand,” says Peta. “That’s one of the first things I learned. There’s no point successfully marketing a product that you don’t actually have the wherewithal to produce.” Peta says that happened to her in the early days when, as a sole operator, she could not keep up with demand for some of the dresses she was offering. “Maybe that’s one thing that people don’t think about. If you are lucky enough to come up with something people like, are you going to be able to produce it in a timely way? I think this becomes a real issue if you find stores who want to stock your stuff.”
She’s tried a number of different avenues to sell her garments including having a stall at the Shirt and Skirt Market (www.shirtandskirtmarkets.com.au [shirtandskirtmarkets.com.au]) at Abbotsford Convent in Melbourne. That can be tough though when you have to deal with dreary winter weather, early mornings and the needs of a family. However, she says, it is a way of getting your name out there and if you can bring along postcards or flyers you have something people can take away as reminders.
Peta also runs a store on etsy.com [etsy.com] but acknowledges that this comes with its own challenges. “Sometimes people don’t like giving their financial details over the internet, sometimes postage costs put people off and sometimes, when the dollar is where it is now, profit margins are affected.” If you set up your own internet site you have to be ready to put formal payment systems in place, keep it updated and ensure people can find you when they search the web for products in your sector. Saying all that the internet is a virtual shop that requires no plumbing costs or cleaners, it’s an automatic way for people to get in touch with you and, if like Peta and many other artists you can also give people an insight into your life, philosophies and passions through a blog or journal feature.
Online newsletters, blogs and flickr.com (a very popular photo sharing website and forum) are all valid avenues for the crafter according to Peta but she still thinks getting into brick and mortar stores is an important goal to have. “I think that once you are confident your product is at a professional standard - and this means your packaging, samples, price lists, delivery methods and all are in place - then there’s no reason not to approach stores. All they can say is no.”
Peta stresses the importance of making appointments rather than cold calling store managers. “Choose stores where your goods will complement the existing range and make sure you have all your homework done,” she says.
The other thing Peta has been doing is taking out affordable advertising through some of the new ‘zines’ (mini, independently produced magazines) that are popping up. Mixtape zine is one of her favourites. “Partners in craft”, Justine and Nichola, produce this gorgeous publication, chock full of crafty stores, great illustrations and advertisements from people just like Peta. Mixtape’s philosophy centres on “making time for the small things”. Every cover utilises art by a different local talent. The editors say the zine is “a collision of craft, eco-cool and pop culture kitsch!” There is a Mixtape online store selling posters, quilt and stitch patterns, subscriptions and more and subscribers also meet in the flesh and make things at gatherings called Mixtogethers.
“This kind of advertising doesn’t cost much,” says Peta, “and they’re magazines with content that I enjoy and think my work fits into. From Mixtape I went into a rockabilly magazine; it’s a good way of keeping my name out there, especially while I am at home with my son.” Peta also gets involved in parades and events and not always at obvious locations. “For instance I had a parade at Melbourne’s Bizarre Music Festival.” In this way she’s choosing to be exposed to audiences she is already confident will like her clothes.
Peta says that anyone wishing to sell their handmade goods should be prepared to set time aside, daily, for marketing activities. “I’d say I dedicate one or two hours a day to this side of things,” she explains. “This can entail responding to emails, posting out goods, paying bills and the rest.”
She also spends a good amount of time on the internet in dialogue with other crafters. Leaving comments on other people’s blogs or websites, taking part in online challenges and nurturing friendships is all important. “The only thing I’d warn against is getting into a trap of spending too much time ‘surfing’ and not enough making,” warns Peta. “You have to stay disciplined because time can fly but, through some of those earliest contacts I made on the web, real friendships have grown and your name and work gets passed around. From there you can start attending craft days or being involved in other events.”
Further information
Sandra Shaw [users.on.net]
www.users.on.net/~tarts/SandraShaw.html [users.on.net] [artsandcraftsnsw.com.au]
www.artsandcraftsnsw.com.au/CVSilk.htm [artsandcraftsnsw.com.au]
Modish [modish.typepad.com]
http://www.modish.typepad.com/ [modish.typepad.com]
Peta Pledger
www.petapledger.etsy.com [etsy.com] [petapledger.blogspot.com]
www.petapledger.blogspot.com [petapledger.blogspot.com] [flickr.com]
www.flickr.com/photos/petapledger [flickr.com]
Mixtape zine [mixtapezine.blogspot.com]
www.mixtapezine.blogspot.com [mixtapezine.blogspot.com]
Buy it online at [mixtapezine.bigcartel.com]
www.mixtapezine.bigcartel.com [mixtapezine.bigcartel.com]
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