How to Market an Art and Craft Business

You have a great craft product and now all you need is to find a way to get it in front of your customers. Since craft products are not necessities and are purchased for their beauty, the marketing is a bit trickier. You should be familiar with your target customer. Now you just need to know where that customer frequents when they need to shop for a gift or craft item.

Instructions

Difficulty: Moderately Easy

Things You’ll Need:

• Exhibit
• Signage
• Displays
• Flyers
• Business cards
• Website

1. Exhibit at craft shows and festivals. Have a standard booth set up that you can use over and over, including displays and signage. If you sell Christmas ornaments, display some on a Christmas tree and the rest in trays on a table top. If you sell photo prints, have some prints framed on your booth walls and place others in a file folder system. Make sure your signage is clear so people do not have to ask about pricing.
2. Insert flyers or business cards in every shopping bag so happy customers can pass along your information to their friends and family or so they can purchase again.
3. Collect email and snail mail addresses so you can keep an active mailing list. Contact your customers regularly to announce new products and sales.
4. Create your own website with a shopping cart. Change the featured product frequently to keep the website fresh and to encourage repeat visitors. Make sure you have logical product categories and a search function. The check out function should be simple to use.
5. Write a newsletter on your Web page to encourage regular visitors. Email out copies to customers to invite them back to your website.
6. Experiment with pay per click ads and banner advertising on popular Web pages that your customers frequent. Track these results to see if they are successful for your products.
7. Pen articles for other websites, linking back to your own and providing valuable information. Become the expert in your field by putting your name out there frequently and publishing articles within trade magazine, trade websites and on posting boards. Always be helpful.
8. Start an annual event such as a Summer Blow out and Pre-Christmas shopping party where customers know you will be presenting new products. Always use the same date so clients can plan ahead.
9. Consider a craft mall where crafters exhibit year round and rent booth space by the month. This is ideal for the off months when there aren't many popular craft shows.

Tips & Warnings

• Team up with a non-competing craft vendor so you can share booth space, marketing expenses and client lists.