Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Planning for Success - Southern Rural Development Center
Transcript
Helping Artisans Reach Global Markets 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 Community Resources & Economic Development 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 _________ *Presented by Ashley Lovell, Extension Specialist – Economic Development, Texas Cooperative Extension, [email protected] Draft 052907 Community Resources & Economic Development Marketing My Business List all the different kinds of marketing you do for your business 10 minutes Community Resources & Economic Development Are You Flying Blind? Community Resources & Economic Development Do You Have a Plan? The product The industry The customer The strategy Marketing is EVERYTHING you do on behalf of the business Community Resources & Economic Development 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! Community Resources & Economic Development Doing Your Homework? Develop your marketing plan. Do it before going online! Community Resources & Economic Development 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 Community Resources & Economic Development 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 Community Resources & Economic Development 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 Community Resources & Economic Development 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 Community Resources & Economic Development 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 Community Resources & Economic Development Internet Usage by Age Group . . . Who Are YOUR Customers? Primary purchasers of craft *Pew/Internet, Pew Internet and American Life Project www.pewinternet.org Community Resources & Economic Development Target ‘Everyone’ - NO Segment customers to understand what they want 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! Community Resources & Economic Development The “New Normal” American Way of Life Total U.S. online: >70 million Broadband access will change who and how people use the Internet Source: PewInternet.org, 2005 Community Resources & Economic Development 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 Community Resources & Economic Development 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??? Community Resources & Economic Development 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 Community Resources & Economic Development Will Customers Be E-loyal? Multiple retailers Price Good service Emotional connection/loyalty Relevance to customers Keep customer as central focus of e-commerce Community Resources & Economic Development Build customer loyalty – good/bad? Community Resources & Economic Development 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 Community Resources & Economic Development 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? Community Resources & Economic Development Craft Retailers with Web Sites 2001 Surveyed Websites 91 64 2002 Surveyed Websites 68 53 2003 Surveyed Websites 149 102 Source: The Crafts Report, 2004 Community Resources & Economic Development Looking at the Competition New products, marketing ideas, news Search engine specialties – Google – Yahoo – Excite – Infoseek - Lycos - AltaVista - Hotbot - Northern light www.searchenginewatch.com/ Community Resources & Economic Development 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 Community Resources & Economic Development Activity List the key information about your competitors: – Advertising – Prices – Packaging – Hours of operation – Target market Community Resources & Economic Development Artists On-Line Media of Artists with Web Sites in 2003 Full Time Clocks Paper Book Art Garden Art Metal Jewelry Furniture Wood Baskets Toys Fiber Leather Part Time Needlework Paper Book Art Garden Art Jewelry Glass Baskets Wood Media of Artists Selling Online in 2003 Full Time Clocks Garden Art Toys Ceramics Metal Jewelry Furniture Wood Part Time Needlework Paper Ceramics Jewelry Book Art Glass Wood Baskets Source: The Crafts Report, 2004 Community Resources & Economic Development Craft Producers (Artisans) Using E-commerce In Business Source: The Crafts Report, 2004 Community Resources & Economic Development 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 Community Resources & Economic Development An Example Of A Log Analysis www.HerbalTurtle.com Community Resources & Economic Development Log Analysis from Herbal Turtle Discuss service with Web Host Community Resources & Economic Development Check This… www.clickz.com/stats/sectors/software/prin t.php/3578366 Community Resources & Economic Development Are You Ready to Expand The Business? Costs Personnel Inventory Sales Time/energy Community Resources & Economic Development 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 Community Resources & Economic Development Doing Good Business Practices www.newyork.bbb.org/goodbusinesspracti ces/?lid=1&page=sell www.artofohio.com www.bbb.gov www.thecraftsreport.com www.ftc.gov Community Resources & Economic Development Market Venues Selling retail vs. wholesale Exclusivity Trade Shows Sales Reps Community Resources & Economic Development Market and Price Potential: The Marketing Plan • Define market area • Know your break even point/compare – County, state, • Know the price region, nation, globe points that WILL sell • Who is most likely • Include profit! to use or • Evaluate/adjust purchase your product or service? Community Resources & Economic Development “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 Community Resources & Economic Development Summary Customers And Competition: Know BOTH or lose! It’s your job Stay current Listen to both customers and competitors Be flexible Community Resources & Economic Development
