Q: I’ve developed a line of African American ceramic statues and cloth dolls but have been unable to expand my business beyond the two craft shows that I do every year. How can I expand my market?
-N. Harris
Fresno, California
A: By taking the right marketing steps, you’ll get the exposure you need to move your product, says Tracey Lowrance, president and CEO of OutSource ConneXion, a full-service marketing communications agency in Stone Mountain, Georgia.
- Develop your Unique Selling Propo-sition (USP). Determine what makes your product unique: quality of workmanship, price, packaging or availability.
- Determine your product’s mission. This statement can help you target the right markets for your product.
- Determine your target market. Research such things as residency; career or occupation; household income and what income is spent on the arts.
- Consignment. Place your product in specialty stores that your target market frequents without requiring the store to invest any money up front.
- Pick up the Ronay Guide at your nearest arts and crafts store. It lists craft shows in your area and provides information on fees and other requirements.
- Barter your products to get the services you need.
- Network. Get out and meet people who can help you at local business or social organization or association meetings or join online discussion groups and post to bulletin boards.
