You've decided to turn your hobby for crafts into a business too. In order for your craft business to be successful you must promote it, and in order to promote your craft business you're going to need a marketing plan. This marketing plan should be the first step in setting up your craft business, but if you already have your business up and running, it's still not too late to create the plan. The marketing plan will help you promote you business to the right consumers -- consumers with an interest in what you're selling.
Your marketing plan should include four things: who is the target audience for your craft business, what makes your craft business different from your competition, where will you promote your craft business, and how much do you plan to spend on marketing each month. Now, let's better define each of those four things.
Who
Your target audience is the people "who" you believe will be interested in purchasing your craft products. These are the people you want to get the message out to. For example, let's say Jane's craft business sells crochet products and jewelry made from beads. Since Jane already knows what products she's going to sell, her next step is to determine "who" she will sell those products to. Jane needs to target consumers interested in crocheted products and beaded jewelry. Why? Because she doesn't want to market to consumers with no interest in what she's selling; this would be a waste of her time.
With the information above, Jane decided her target audience should be:
consignment shops;gift shops;women;new moms (for crocheted baby blankets);craft fairs;jewelry distributors;jewelry shops;…and etc.
What
Now that Jane knows "who" she wants to market her crafts to, her next step is to compile a list of things to lure consumers to buy her craft products. Why does Jane need this list? Simple, when Jane goes to create her sale ads and other promotional materials (brochures, flyers, etc.) she's going to want to tell her potential customers "what" she can offer them that will make their shopping experience with her worth it. Jane won't offer everything on her list at once, it will be a list she can refer back to when she needs to run a special or give a special (for repeat customers, to draw in new customers, for an apology, as a gift or etc.), wants to add a new special to her promotional materials or etc. So, what special offers, freebies and etc. does Jane add to her list?
1. Free offer: Buy one product get one free.
2. Special offer: Buy two products and get the second for half price.
3. Always give a special price list to distributors -- offer them a discount of 50% or more off the regular price.
4. Sale: 20% off regular price for X amount of days.
5. Buy two (insert product name here) and get the third (insert same product name here) free.
6. Free shipping. (This would apply if you sell crafts through the Internet and/or via mail order.)
Where
You're half way done with your marketing plan, because you know "who" your target audience is and "what" specials and freebies you should offer. Moving on to your next step... make a list of places "where" you will promote your craft business.
Jane prepares her list of places "where" she plans to promote her craft business. During her preparation, Jane refers back to her list of "who" her target audience is. When referring back to her "who" list, Jane decides to go with the following marketing plan for now:
1. Place a sales ad in (insert names of local, national and regional newspapers here).
2. Place a sales ad in (insert names of jewelry magazines here).
3. Place a sales ad in (insert names of parenting magazines here).
4. Place a sales ad in (insert names of magazines for women here).
5. Place a sales ad in (insert names of magazines for retail shops here).
6. Place an advertisement on (insert names of message boards/forums for parents here). Note: check the rules on advertising for the message board/forum first and follow them.
7. Place an advertisement on (insert names of message boards/forums for consumers here). Note: check the rules on advertising for the message board/forum first and follow them.
8. Place an advertisement on (insert names of message boards/forums for women here). Note: check the rules on advertising for the message board/forum first and follow them.
9. Place an advertisement on (insert names of message boards/forums for retailers here). Note: check the rules on advertising for the message board/forum first and follow them.
10. Place an advertisement on (insert names of message boards/forums for distributors here). Note: check the rules on advertising for the message board/forum first and follow them.
11. Place a sales ad in (insert names of newsletters and e-zines for parents here).
12. Place a sales ad in (insert names of newsletters and e-zines for consumers here).
13. Place a sales ad in (insert names of newsletters and e-zines for women here).
14. Place a sales ad in (insert names of newsletters and e-zines for retailers here).
15. Place a sales ad in (insert names of newsletters and e-zines for distributors here).
16. Visit local consignment shops and talk with the owner about stocking my crafts for a share in the profits. (Insert the names of local consignment shops to visit here.)
17. Visit local gift shops and talk with the owner about stocking my crafts for a share in the profits. (Insert the names of local gift shops to visit here.)
18. Visit local jewelry shops and talk with the owner about stocking my beaded jewelry for a share in the profits. (Insert the names of local jewelry shops to visit here.)
19. Create and send out a monthly newsletter announcing special offers, new products, and etc. Note: Only send this newsletter to people and businesses who have requested it.
20. Publish a catalog with pictures, prices and information about my craft products, and then snail mail the catalog to consumers on my mailing list, current customers, retail shops and distributors. Note: This can come later, when I have the budget for it.
21. Place tear-off flyers in (insert names of local businesses here).
22. Place flyers on windshields of cars everywhere I go.
23. Place business cards and/or brochures everywhere I go.
Tip: When visiting consignment, gift and jewelry shops, take along business cards, brochures and catalogs (when you have them) to leave with the owner or person you speak with.
How
You've now completed your marketing plan, but there is one final thing to add... your budget. "How" much can you afford to spend on marketing each month. You can increase or decrease the amounts you will list here at anytime.
Again -- as an example -- take a look at Jane's monthly budget below.
Budget for placing sale ads and advertisments: $100.00
Budget for Internet advertising: $200.00 (Some Internet advertising may be free.)
Total monthly budget: $300.00
When creating the marketing plan for your craft business, always follow it, and make sure to check off each task as you complete it. However, only check off the tasks you will carry out in once. Other tasks may require weekly or monthly (based on your time schedule) marketing, because marketing will always be needed for as long as you remain in business. Refer back to your marketing plan often so you can record which marketing methods are not working out well (mark these off your list) and which methods are (make these your top priority).
I hope you find the above information helpful, and I hope that it brings you much success. Best wishes on all your business adventures!
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