How to Market a Craft to a High-Income Group

If you create crafts, selling to high-income consumers can be a great benefit to your business. High-income customers are more likely to become frequent buyers and collectors of your work and bring in other customers through word-of-mouth referrals. They also spend more and are less affected by a weak economy. It takes time and resources to market a craft to a high-income group, but it's worth the effort.

Instructions

1. Create a product that consumers see as unique. Use an original design or offer custom pieces. Create your items with high-quality materials.

2. Subscribe to high-end magazines to stay on top of trends in your industry. Fresh designs that are in keeping with current trends will set your items apart.

3. Provide great customer service and extra features like gift-wrapping, unique packaging and free shipping.

4. Sell in upscale venues, such as art galleries, museum gift shops, high-end home stores and boutiques. Exhibit at high-end craft shows, like the Philadelphia Museum of Art Craft Show or the Smithsonian Craft Show (see Resources below).

5. Advertise in trade publications for collectors and interior decorators and through the art galleries that carry your products.

6. Inform previous clients about new works and upcoming shows with a letter or phone call. Send periodic newsletters or email newsletters to previous clients. They should be professionally produced, using high quality paper for printed newsletters.

7. Build neat attractive displays. Display products in a way that shows how the items can be used. Use shelves, wall space and pedestals to create eye-level displays. Take a photo of your display to view it objectively.

Resources

• Philadelphia Museum of Art Craft Show
• Smithsonian Craft Show