Expert: Shasta McLaughlin - 12/21/2008

Question
Hello and thank you in advance for your help.
I have just started making jewelry and book marks and am getting into making book covers with matching book marks. I have a store on etsy.com and have sold a few things, but not much. It has been open about a month. I know I can sell my wares, especially the bookmarks. They are just as nice or nicer than the ones sold at the big bookstore chains. My question is, how do I get exposure? I have no problem selling, I just do not know how to get enough people to look. Etsy and ebay are so big, I just get lost in the shuffle like everyone else. Can you give any advice? I live in Wilmington NC, a medium sized city with a decent sized art community so the competition is stiff and I have no friends here. How do I find flea markets or craft shows and is that what I want to do or do I want to somehow get local shops to buy my wares (which I would prefer)? Thank you for any help you can give me. I have spent a long time trying to find answers on the internet. Diana

Answer
Dear Diana,

First you need to set some goals and establish a marketing plan to accomplish those specific goals.

IF you want to increase Internet sales then you need to set goals specific to this area.  For example you want to collect the names, addresses, phone number and e-mail and even birth date of the people who are visiting your stores.  So you offer them something (they want) in return for giving you that information.  You could offer to send them a birthday discount for signing up for your Birthday Club, or to send them a coupon for a free product at the next show they see you at etc.  Then you send them mailings about new product releases, product care information, special offers, discounts, and places they can find your product online and off.

You also want all your offline efforts to encourage more online sales by including the address of your web stores or websites on all of your business cards, fliers, mailers etc.

IF you want to increase offline sales then you want to explore arts and craft shows, flea markets, fairs and festivals and farmers' markets, as well as local specialty shops.  

I wrote this post on my blog to help artists and crafters find their local shows http://extravaganzacrafts.com/Blogs/2008/07/places-to-look-for-art-craft-shows-a...

The key to a successful business is to KNOW WHO BUYS your product and what goals you want to accomplish.  Then work towards accomplishing those goals, and not expect one thing to make your business successful.

You have to have a plan to accomplish YOUR goals which will include many different marketing ideas.

For instance create your own website, create your ebay and etsy stores, go to art and craft shows, and take your items to specialty shops.  

Have a business card that contains your contact information but that also functions as a coupon for your product and contains your website information as in my post at http://extravaganzacrafts.com/Blogs/2008/11/how-to-make-your-business-card-do-do...

Use each and every thing you do to build a relationship with your customer.  Give your customer more information on your product or new products, where to find your products, product care, and on other places they can find your product.  Collect the contact information then follow up with any one who showed an interest in your products (they are also known as your prospects).

Many artists and crafters go to craft shows and expect to sell out of their merchandise.  This usually doesn't happen and they don't make any effort to collect the contact information of the people they see at the show so they go home disappointed and disgusted at the show promoter.  See my post Attending Craft Shows Isn't Just About Selling Arts and Crafts at http://extravaganzacrafts.com/Blogs/2008/09/attending-craft-shows-isnt-just-abou... for more information.

Let your customers know that they can see your product in person at upcoming shows before they happen.  Keep an updated show schedule on your website at all times.

Last but not least: Don't forget that the person who is most likely to buy from you is the person who is currently buying from you.  NEVER forget to offer them an additional complimentary item to the one they are buying, and sweeten the deal with a small discount.

Good luck with your business venture,

Shasta McLaughlin
The Extravaganza Craft Productions

If you need more information look around my blog at http://extravaganzacrafts.com/Blogs  There are many articles there about if you need a license to do art and craft shows, what to take to shows, how to stage a booth, how to encourage more sales, how to handle the money after the sale, how to collect your customers contact information, and how to follow up with them.  As well as information on using your website more effectively etc.