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Post by Pandagirl on Mar 23, 2014 16:57:21 GMT
In my blog last week, I gave an introduction to marketing. Since the customer is at the center of marketing, I asked the question "who is your customer?"
Now that you've had some time to think about it, I'd like to open up discussion on who your customers are or think they are. I understand some people sell online and may not personally know their customers. But you probably have a some idea who they are.
I'd like to hear your thoughts on your customers. Also, what types of products do you sell primarily? Do those same customers buy more than one type of product? Where are you selling?
This information will help me organize information to help you. It's also the first step in developing a plan. Thanks!
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Post by Leonor (of Eleanor Shadow) on Mar 23, 2014 18:59:17 GMT
What an interesting question. It's a hard one for a lot of people, I think. It was hard for me in the beginning, but after almost one year in business (and despite having, much, much more to learn still) I can offer a much better notion of my target market. Here it is:
- Female (I'd say 90% of my business comes from women) - Aged between 25 and 65 - With disposable income - Pet lover, particularly dog owner, particularly of whippets - With an appreciation of handmade and detailed work - English-speaking, living in Europe, Australia and the US (this is the majority of my customers)
Am I forgetting anything?
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Post by Leonor (of Eleanor Shadow) on Mar 23, 2014 19:01:00 GMT
Oh, I just remembered a little extra detail: I didn't start out with this specific type of customer in mind, I just sort of fell into the niche: I made a felt dog for a friend, he shared it on his dog lovers Facebook pages and here I am...
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Post by Teri Berry on Mar 23, 2014 20:57:24 GMT
A difficult but very interesting set of questions Marilyn, i'm intrigued to see what others have to say. I confess I don't really make pieces with a specific demographic in mind but you are right, I probably should be giving more thought to that when writing my Etsy listings. My responses are very similar to Leonor's:
- Female - I've only ever sold to 1 man and that was felting kits for his daughters, I don't even seem to get men buying presents for women - With disposable income - Posses an appreciation of handmade and unique work
They probably look a lot like me!
I tend to make mostly functional items or wall hangings, although I have quite a range of different items from clothing to book covers, jewellery to wall hangings and bags to cards people tend to only buy one thing at a time or if they buy multiples it is of similar items, pictures or cards for example. A lot of my buyers are purchasing gifts for someone else.
I primarily sell at craft fairs and on Etsy, although lately I have taken on a couple of commissions for friends too.
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Post by Pandagirl on Mar 23, 2014 20:57:34 GMT
Thanks Leonor! It is not unusual to take time to understand your customers and learn little things about them. It's not surprising either that you didn't start out with a specific customer in mind. Sometimes the people we think will buy aren't the ones who do which is why it's always good to keep options open and try new marketing techniques. And stay in touch with the customer! Thanks for sharing! I think other members will benefit from your experience.
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Post by Pandagirl on Mar 23, 2014 21:04:02 GMT
Thanks Teri! As I mentioned to Leonor, learning about your market and customers is a constant process. It can also change as you expand your offering, define your style or specialize. It's a constant learning experience. But a good one because it can help you identify new places to market your work and how to approach it. Yes, it might be wise to look at your etsy listings and see if they appeal to buyers you know you have. I appreciate your answering the hard questions. :-)
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Post by MTRuth on Mar 23, 2014 21:39:06 GMT
This answer is related to my customers at the store. Everything we sell is handcrafted in the US or Canada. The majority of buyers are women and the age range is 35-70. We do get male gift shoppers but overall the majority is female.
Our best selling categories (media) are metal, wood working, mixed media, fiber and jewelry (in that order). The jewelry number is skewed somewhat because I am talking about items that we purchase wholesale and we have a lot of local jewelry that we sell on consignment.
The majority of our sales is in the summer to the tourist population who are from all over the US. We get lots of Canadian shoppers too.
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Post by Pandagirl on Mar 23, 2014 22:45:20 GMT
Thanks Ruth! Great observations and trend watching. What are the local attractions that draw tourists? I'm not terribly surprised at the order of best sellers. Are most of the metal works small or are they large wall hangings? I think the order of popularity is due to the rarity of metal and wood. Do you offer shipping for the tourists?
How does the a Purple Pomegranate promote the shop during tourist season? Thanks!
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Post by MTRuth on Mar 23, 2014 23:56:18 GMT
Glacier National Park is the main one, but there are tons of summer activities here. We have a wide variety of metal from coin size pocket charms up to big moose sculptures that stand 3-4' tall. We do offer shipping to tourists. We do ship more in the summer but many people drive their cars in the summer so have more room to take things home.
We do minimal advertising. I have a website, FB page and send an e-mail newsletter monthly. I am involved in an art walk type program that is the first Thursday of the month from May to October. That program takes dues from 12-15 galleries and uses money for advertising including print, radio, posters, gallery guides etc. I spend the rest of my advertising money on the Chamber of Commerce, Whitefish Convention and Visitor's Bureau and a state wide visitors bureau. They advertise for the area and since I am on the central shopping street in Whitefish, people walk right by me. We have 150-200 people per day from June to September through the door compared to 30-50 in the winter time.
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Post by Pandagirl on Mar 24, 2014 0:21:43 GMT
Thanks Ruth. That's great information. It sounds like you have an ideal location and a great mix of products for all those tourists with disposable income. :-) I hope to be able to use your experience as an example if you don't mind. It's a good way to get people to look around and see where they can develop a market. I think today advertising is not a great choice unless you have a captive audience or a consortium like you do with the commerce and visitors center. It's also good for members to understand there can be peaks and valleys in the marketplace.
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Post by MTRuth on Mar 24, 2014 0:55:27 GMT
That's fine to use my experiences. I sell several works by local fiber artists and it is a good venue for most people here. Tourists from other areas have much more disposable income than the local Montanans.
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Post by Shepherdess on Mar 24, 2014 1:31:04 GMT
For me defiantly mostly women. scarves seem to appeal to all ages. Fingerless mitts went to the younger women and girls. The older women and a few men bought them for presents usually for teenagers and collage age girls. Hats go to middle aged women to older women. The exception is Viking Hats. They go to both sexes and all ages. Bird houses are a spring item and to a lesser amount at Christmas. They seem to be appreciated by both sexes but women buy 2/3s of them. Felted soap goes to everyone. It is popular for kids to give to older relatives. Spinning kits go to girls and women. I don't think I have ever sold one to a man or boy.
I don't feel very targeted after writing that. I have a large range of prices. $9 for soap to $250 for large shawls. I am in the process of making a couple of kits to sell. a nuno felt bracelet and the needle felt way of darning socks. I have the words now I need to take the pictures.
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Post by luvswool and dyestuff on Mar 24, 2014 2:25:10 GMT
I have had a fairly successful shop on Etsy for three years, but I mainly sell vintage accessories and collectibles, which includes high-end handbags, Hudson Bay Blankets (vintage and antique), a few quilts, some pottery, linens, etc. In the past few months, I have added my handmade items, which are mostly vintage Japanese kimono panel scarves (hand-sewn) and a few small needle-felted items (Waldorf style toys). But for purposes of your question, Marilyn, "who is your customer?" I can only address my past history with my vintage and antique collectibles.
+ mostly women (95%) as gifts or for themselves +men (5%) items sold were watches, tools, drapery tassels (seriously)
My prices range from $6 (perhaps a vintage hanky) to $325 (handmade quilt from Oregon). The most expensive item I ever sold on Etsy was an Enid Collins Box Handbag ($325).
As I begin to perfect my felting skills (well, that may be awhile…) I hope to add hand-felted items to my Etsy shop or open a second Etsy shop just for my handmade goods.
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Post by jufergu on Mar 24, 2014 2:26:59 GMT
In younger years, as an oil painter, I did a lot of outdoor fairs, mall shows, exhibiting in public places and eating establishments. It was the hayday of affordable art and kept me in paint money. It also helped me pay for expensive art teachers and college classes. It was just a whole lot of work and I even put my kids to work setting up my booth and helping me during summer outdoor fairs. My customers were a mixture of men and women. Depending on my subject. Woman bought flowers, men bought outdoor scenes and animals. I did a lot of exhibiting.
Now days, it is very different. I now work primarily in fiber art and do no outdoor exhibits. I do not have the strength for those. Now I rely on networking though the local Arts Council and advertise myself on the city artist's registry. My customers are few and far between. My prices are higher and I get more income from prize money than sales. So I look for competitions. I am well known in my home town and do some teaching on the side. I sell to more men than women, when I finally get a sale. I stay very busy and have more exhibit opportunities than I have time to do. But sales are pretty flat.
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Post by Pandagirl on Mar 24, 2014 3:46:13 GMT
Thank you Ann, Cathy and Judy. This is all very valuable information to determine markets. You have all gained market share while may not even knowing it. Every sale is success.
Okay, we have determined women are our target market(for most of us) especially those with disposable income who appreciate handmade items! We are making progress! I think it is good for members to know there is hope through perseverance! It all depends on our goals and how it plays out in our long term plan. Judy, networking is key in today's sales world as you have learned. It is obvious you have earned a place in your market thorugh time. Plus you do a 360 on men as a market. You have much to teach us Congrats!
Thanks all for sharing!
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