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Pamela J. Brown, Ph.D. Associate Professor & Extension Entrepreneurship Specialist (Retired) Texas Cooperative Extension Texas A&M University System Funded through a grant from the Southern Regional Development Center, Mississippi State University Module 3* How To Market Your Craft Business Online Objectives – Develop a market plan – Conduct simple market research – Understand e-commerce trends – Identifying target craft consumer – Marketing online and offline – Application to craft business Marketing My Business • List all the different kinds of marketing you do for your business 10 minutes Are You Flying Blind? Do You Have a Plan? The product The industry The customer The strategy Marketing is EVERYTHING you do on behalf of the business Hobby Or Business? • Are you a hobbyist – making craft that you hope will sell, OR • are you an artisan that makes what will sell? As an artisan, the answer should shape your marketing plan! Doing Your Homework? Develop your marketing plan. Do it before going online! Know Your Industry • • • • • Hobby crafts Fine art Tourist souvenirs Museum art Furniture • • • • • Interiors Toys Gifts Folk art Wearables Activity: Search for information: Size, location, support, competition, trends, types of ecommerce Read About an Artisan Go to these sites: http://craftsreport.com/october05/oe.html Or www.gourmasque.com Or www.garyweeks.com/global_village.htm Define The Handcraft Consumer • Demographics • Identifying AND defining your market 30-50 Affluent Urban Educated • Psychographics – how people use/spend time • Targeting your customer • Form • Function Quality Travel More Resources for Artisans • Texas Commission on the Arts – www.arts.state.tx.us – www.arts.state.tx.us/craft/ciform.asp • A registry for Texas artisans • American Crafts Council – www.craftcouncil.org • Craft Organization Directors Association – www.coda.org Who is Using the Internet? GLOBAL 445 Million people 51% of most developed countries – Source: www.clickz.com U.S. • 81% of teens • 63% of adults • • • • 18-29 30-39 50-64 65+ 80% 74% 60% 26% • 60% women • 66% men • Ethnicity • Whites -68% • Blacks -42% • Hispanics -60% Source:www.pewinternet.com Internet Usage by Age Group . . . Who Are YOUR Customers? *Pew/Internet, Pew Internet and American Life Project www.pewinternet.org Target ‘Everyone’ - NO Caution - Don’t assume potential customers value: Good design Quality materials High prices Unique design Time for creativity/process Demographics of online purchasers will change as online use and access increases! The “New Normal” American Way of Life Total U.S. online: >70 million Broadband access will change who and how people use the Internet How Are People Buying? • • • • • • • • • 28% of online consumers do not buy online 59% search aggregate sites, not merchant sites Value the in-store, personalized experience Delivery costs and time Credit security Delay in purchase satisfaction No credit Seeing is believing Too complicated Finding Customers Like fishing, you have to think like a fish to catch a fish! – Think like your customers, not as an artisan • • • • • What do customers want? Where do they shop? What do they shop for? What do they search for online? More??? Why Consumers Don’t Buy On-line • • • • • • • • Cost of connectivity Access at work? Disrupts home/work routines Too complicated Communication challenging Ordering not dependable Trust Overall consumer-buying experience Will Customers Be E-loyal? • • • • • • Multiple retailers Price Good service Emotional connection/loyalty Relevance to customers Keep customer as central focus of ecommerce Build customer loyalty – good/bad? Activity • Do a search to find your business’s target market characteristics. – Hint: • Search for demographic info • Search for psychographics • Search by age, location, income, ethnicity, etc. http://americandemographics.com http://cyberatlas.com • Resources to learn about customers – – – – Research publications Trade Journals Conferences Periodicals Search Results • Who are your potential customers? • Where do they live, what will they buy? • What are their favorite activities? • Are you offering what they want at the right price? • What can you do to “target” these folks? Craft Retailers with Web Sites • • • • • • • • • 2001 Surveyed Websites 2002 Surveyed Websites 2003 Surveyed Websites 91 64 68 53 149 102 If it was this much in 2003 imagine how many Web sites are available today. Looking at the Competition • New products, marketing ideas, news • Search engine specialties – Google - Lycos – Yahoo - AltaVista – Excite - Hotbot – Infoseek - Northern light www.searchenginewatch.com/ Find Your Competition • List competitors • List keywords to describe your products/services • Use metasearch engine to search keywords http://dogpile.com • Use other search engines: www.ceoexpress.com Activity List the key information about your competitors: – Advertising – Prices – Packaging – Hours of operation – Target market Artists On-Line • • • • • • • • • • • • • • Clocks Paper Book Art Garden Art Ceramics Metal Jewelry Glass Furniture Wood Baskets Toys Fiber Leather These represent both full and part – time online artisans. Craft Producers (Artisans) Using E-commerce In Business Now imagine the increases in recent years. Reasons for Not Having Web Page • • • • • • No knowledge Lack of resources Inability to connect store and web Lack of training No plan Lack of flexibility An Example Of A Log Analysis WWW.HERBALTURTLE.COM Check This… WWW.CLICKZ.COM/STATS/SECTORS/S OFTWARE/PRINT.PHP/3578366 Are You Ready to Expand The Business? • • • • • Costs Personnel Inventory Sales Time/energy Art Organizations as Promoters • • • • • www.artofohio.com www.tamarackwv.com www.arts.state.tx.us/txoriginal/index.asp www.niche.com Other: Depts. of Tourism, Art Commissions, Guilds, Cooperatives, Art Associations, Colleges/Universities Doing Good Business Practices • www.newyork.bbb.org/goodbusiness practices/?lid=1&page=sell • www.artofohio.com • www.bbb.gov • www.thecraftsreport.com • www.ftc.gov Market Venues • Selling retail vs. wholesale • Exclusivity • Trade Shows • Sales Reps Market and Price Potential: The Marketing Plan • Define market area – County, state, region, nation, globe • Who is most likely to use or purchase your product or service? • Know your break even point/compare • Know the price points that WILL sell • Include profit! • Evaluate/adjust “The Internet has been the source of much of our business. Patrons find us in a search of rocking chairs. When someone calls from Jerome, AZ or Ketchikan, AK and says, “I found you on the web and I’d like to order a chair,” it feels a little like hitting a line drive into the gap in left field.” Gary Weeks, Owner Gary Weeks and Company, Furniture makers www.garyweeks.com Summary • • • • Customers And Competition: Know BOTH or lose! It’s your job Stay current Listen to both customers and competitors Be flexible