Article Surfing Archive

Your marketing materials are a valuable and necessary part ofyour craft business. They create a consistent and professionalimage that causes an initial as well as lasting impression ofboth you and your craft creation. If you've ever heard the term"branding," you'll understand the need to create a look that isyour business identity. You may need to hire a graphic designerto create a logo and typestyle for your business name. Once youhave your look, use it everywhere'on your stationery, businesscards, brochures, displays, hangtags and anything that has to dowith your business.

Most crafters know that their most critical marketing piece istheir hangtag or price tag as sometimes, that's all yourcustomer has to remember you or contact you again. Awell-designed hangtag can add considerable value to your work.You can use it to describe your craft and its process, how tocare for the item, any guarantee you offer and how to contactyou. If your crafts do not lend themselves to a sizeable tag,create postcards or brochures to give to customers with all thispertinent information. You may even want to offer a postcard,brochure or well-designed, informative business card to everyonewho stops at your booth, whether or not they purchase anything.If you have enough items for a catalog, make sure to have enoughcatalogs on hand at every show. Just because you don't sell toeveryone who stops by, doesn't mean you can't make a futurecustomer out of them. You do that with your marketing materials.

Another common marketing tool is a monthly newsletter'eithermailed through e-mail or snail mail'so if you've created one,have sample issues at your booth. In addition to a monthly oreven quarterly newsletter, some professional craftspeople mailpostcards to past clients with their upcoming show schedule. Youcan offer a 10% discount on the postcard if they bring it to thenext show. That way you can see if the postcards were effective.

Also have a guest book, sign up sheet or entry form (for adrawing) to capture names and e-mail (or snail mail) addressesfrom as many people as possible. Consider having a portfolio ofyour work at your booth if you don't have your full line withyou.

If you belong to a local craft organization, the benefits ofsharing knowledge and maybe even the cost of hiring professionalwill ease your budget and learning curve as you embark upon thecraft business full time. And now that you are indeed inbusiness, you're ready to seek out the right shows'