Don’t Miss this Last MInute Craft Marketing Opportunity

Tomorrow’s Mother’s Day and while I’m sure YOU have your mom’s hand made gift all wrapped in an earth-friendly, re-usable treasure, do you know there are many people who take their mom out on Mother’s Day and let them choose their own gift? Some actually send their mom’s money to buy their own. I didn’t realize this until I had a gallery and Mother’s Day, not just the days prior, but actually on Mother’s day, our sales were always up there with the Christmas holidays. Women would come in with or without their families, see something they loved and a pay cash. We always heard, “my daughter (or son) sent me the money to buy myself something.” This surprised me because for me the fun in giving is coming up with the idea. 

People feel very generous towards their moms on Mother’s Day (as they should everyday) and as an artist or crafter you’re missing the boat if you don’t make sure that your creations are in their line of vision tomorrow. No, it isn’t too late. The shopping isn’t over yet… Read more

Why are Your Crafts Not Selling?

While the majority of my clients are now reporting excellent sales, I am getting inquiries from other crafters saying they are getting hits on their sites but that their  work isn’t selling as well as they would like.  Normally I would first evaluate their marketing.  If a site is getting lots of hits but no sales, it’s possible that there is something weak about the site itself, not the aesthetics, necessarily, but likely, the marketing funnel. However, a comprehensive marketing analyses is very time consuming and while I am generous, I am so busy with my paying clients, I can no longer  spend hours with an individual who isn’t a client. Still, being curious, I couldn’t help checking out their sites.

We all know that you can make the most gorgeous product but if it isn’t marketed correctly, it won’t sell. Likewise, it doesn’t matter how great your marketing is if you don’t have something people want to buy.  I know, this is common sense, but there is much more to having a marketable product than its’ being beautiful or functional.  I decided it was time to take a look at what these crafters are making.  Maybe there was a common product factor among those who were not making money with their craft.  Bingo! Those who were reporting slow or no sales mostly had lovely crafts but their products all had one thing in common. Read more

Don’t listen to to media. Selling crafts is not typical retail.

This past week, the news was full of more doom and gloom about retail closings and mall bankruptcies. It would be easy to get discouraged, thinking, “If a big department store that’s been in business for generations can’t make it, how will I?” Well, you aren’t in competition with the big box stores. And if you’re comparing yourself to them, it’s time for a major mindset shift.

Your target customer is the discriminating shopper who wants something unique and handcrafted. Yes, people are being more careful with their dollars now and you have the advantage in that when times are tight, consumers want what they are spending on to be special. They may not be shopping for household appliances right now but when it comes time to purchase a gift or a piece of artwork for their home, they are making conscious choices and want something they don’t see everywhere.

Keep sight of who you are and what your work is all about. You are an artist and unless you are not staying ahead of the off-shore knock-offs, you have no reason to be concerned about ‘competition. You have something special that your customers are proud to give. They love to tell the recipient that they met the artist in person-it’s important to know the story behind their purchase.

Right now it’s more important than ever to have your products “shout” of handmade. Take the time to put hangtags on each piece, identifying it as handmade, maybe even talking about the technique. Include a bio and ideally a headshot. Remember, it’s the human connection that makes the difference.

Some Entrepreneurs are asking “What Recession?”

In the waiting room at the Mayo Clinic yesterday, I picked up a Forbes Magazine. It’s not typical to see an outdoorsy “Field and Stream” looking image gracing the front of a business publication but the  cover of the April 13th edition featured a man with a walking stick surrounded by the most magnificent Retrievers. The headline read, “What Recession?”. While I am hearing these words from my entrepreneurial friends, it was refreshing to see this in the media. The handsome man on the cover , dog breeder MIke Stewart, was one of six featured entrepreneurs whose businesses are thriving in this economic climate. Stewart has a long list of customers waiting to pay him $12,000 for one of his dogs.  Also featured in the article was  Charles Morgan,  grandson of founder HFS Morgan. IN the 100th year of production, Morgan has an 18 month waiting list for the 150,000 Aero 8. Morgan’s sales are up 14% over last year.   32 year old , Sacha White didn’t inherit an auto empire. Vanilla bicycle’s founder started as a bike messenger, saw a need and filled it. White has a 180 unit backlog, a four year wait for his handcrafted bikes which sell for an average of $7000. He says most of his customers are middle class.   Ninety year old Stanley Bogdan and his son Stephen  have  salmon fishermen waiting in line for their handcrafted fishing reels which sell for $1300 to $2300.  Samuel Zygmuntowiczhas a five year backlog for his handcrafted violins and cellos which sell for $53,000 to $90,000 and are played by YoYa Ma and have been called superior to a 1686 Stradivari violin in large venues like Carnegie Hall. Zygmuntowicz says he wants to keep his instruments priced low enough that they are sold to musicians as opposed to collectors. He only produces six instruments a year, despite 15 hour work days.  He says “you need to understand how the  moves you make today will behave further down the line.” And while many people are putting off cosmetic surgery, Dr. Yan Trokel says his signature “Y-lifts” are in demand. He plans to license other surgeons in his procedure but will keep expansion slow “within the limits of quality control.” 

So, how are these entrepreneurs thriving in an economic downturn?  A common thread appears to be quality control and supply vs demand. Slow, calculated growth and thinking ahead.. Having a distinctive product, staying small and flexible. Morgan made sure to make few enough cars to not have an inventory glut when the great depression hit. And like his grandfather, Charles is focused on “efficiency over expansion.” 

What lessons can you take away from these unlikely entrepreneurs? If you are uneasy starting an upscale business in this climate, take it from these entrepreneurs who are thriving in an economic downturn. Decide what what will make your product stand out.  How is what you do different or special enough to be exclusive, to be coveted? Take it slow, make calculated decisions and start now.