I did a marketing workshop recently and as with other workshops I’ve done, I wanted to share it with you too. Woo Woo!
So what did I learn about marketing a creative business?
Marketing is about communication. It is about connection and conversations – not selling. Look at ways to maximize what you are doing with your communication. Network with other creative business people to find out information you need. Once you ask a few questions, you will understand marketing better and you will find much of it is common sense. Marketing and publicity aren’t magic, they aren’t expensive and most importantly, it is not beyond you.
Have a plan. What are you going to do and how are you going to do it? Do a business plan so you know where you are going. Know who your customer is (see this post), where they are, how to get your product in front of them and what they will pay. This will help you know where to target your efforts. Be really clear on your point of difference.
Have an elevator pitch. Be able to talk about what you do, what makes you different, where you sell and what your business name is. Share your idea with as many people as possible. You never know who you are going to meet and where you will meet them. Be ready.
Getting publicity. Do a small press release that you can issue to the local paper or boutique magazines. Include a couple of photos and information on what you do and most importantly, why you are different. Get to know the journalists you want to connect with. Send them real life samples that they can see and touch. Brainstorm the easiest things you can do for promoting your business and do that first.
Don’t underestimate the power of publicity. The workshop speaker mentioned a product she sold that she charged a lot of money for. More than I would have paid for the product. But magazine exposure generated more sales than she could handle. (I’ve heard before “Do not under estimate what people will pay for something”). Even a small amout of publicity can lead to bigger things.
Packaging is part of your promotion. Have your packaging lead back to you with information like your website, your Etsy store and/or your email. You never know who it will get passed on to. Have it be on brand to help sell your product. Make it work for you. The speaker has seen a failed product turn into a successful product just by redesigning the packaging. How you package your product shows how much you value your product and it can build value for your customer too.
Work it, baby. Use your name in your profiles like Twitter, Facebook and your website or blog. People want to do business with people. They want to get to know you. Be detailed in your descriptions of your products. Don’t put yourself or your business down by saying “I just” – “I just make jewellery”.
Give. Be generous with your time, with your materials & packaging and with your emails. Allocate a few items of what you make to give away or to send to journalists – to use to market your business.
I hope that has given you some good ideas about marketing your creative products. I am looking forward to using some of these ideas – very soon.
I am going to another workshop soon and of course, I will share what I learn with you. Stay tuned.