Scrappy Marketing Solutions Blog

Tell The Story Behind your Crafts

William Lasley offers this advice when marketing in the craft industry: Tell The Story Behind Your Crafts.

The definition of craft is "to make by hand", so it's only natural that buyers of crafts are interested in hearing the "story" behind the hands that make crafts. Every crafter has a tale about how they got started making and/or selling their particular product. These stories are not only interesting, but can also prove to be a powerful marketing tool for craftspeople.

...Here are a few questions to ask yourself.

• What initially sparked your interest in creating your craft?
• How did you learn your particular style of craftsmanship?
• Did anyone mentor or encourage you?
• Have you always "had a knack" for creating things?
• Do you do this as a full-time job?
• What else do you do besides crafts?
• Did you just begin selling your crafts? If so, what made you decide to start your business?

These questions could provide valuable information and anecdotes to include in the marketing materials for scrapbooking manufacturers -- are you currently telling your story?

Chicken Soup for the Marketer's Soul

OK, so there's isn't a "marketer's soul" edition in the works by the folks at Chicken Soup, but after they hear this idea, maybe there will be!

You may have noticed that I recently mentioned my contribution to the new release, Chicken Soup for the Scrapbooker's Soul.  I also mentioned a couple of people whose names I recognized.

One person I mentioned was Ami Mizell-Flint, co-owner of Scrapbook University in San Angelo, TX.  I taught some classes for her a couple of years ago, and we've kept in touch since then.  It was nice to see her piece in the book, so I emailed to tell her, "Congrats!"

I was very impressed with her response:

We actually had a great event at the store-- We had a "Chicken Soup" party and book release. For every book we sold, we donated a can of Chicken Soup to our local soup kitchen.  Great press coverage. (You know we're all about the news!) 

We were on the 6:00 & 10:00 news, on "both" newstations in town, and also the "on the hour" news reports on 4 radio stations!  As a result of all the coverage, we had an UNBELIEVABLE weekend.  Only the newspaper didn't pick up the story; not sure why. Hopefully I can bug them just a little bit more, for a "follow-up" story.

So far, we'll be donating 90 cans of soup to the soup kitchen!

How's THAT for an awesome marketing tie-in idea??  It has AWESOME zing to attract media attention.  I'm so proud of Ami and Jody for executing this simply beautiful/beautifully simple idea!

The Small Business Reverse Testimonial Referral Tactic

LOVE this idea from John Jantsch on the Duct Tape Marketing Blog:

When you receive a testimonial from a client, clip a very powerful sentence or paragraph and print (you can do this in-house with post card templates from an office store or StockLayouts) 10-12 postcards with you client's comment, a simple offer and your contact information. Then, send these cards to your client and ask them to jot a hand-written note and send them along to folks they think would benefit from this offer. (Yes, put postage on the cards for them.)

The power of this little technique is that you have made yourself very easy to refer, you have personalized the referral and created a marketing approach that may stir a little buzz from sender and receivers - all good things. Plus, any client that sends these out has just resold themselves on being a client.

This technique not only keys into the marketing power of testimonials, but networking and referrals as well!  Win-win-win!

Of course, it helps when clients/customers give you the testimonials in the first place!  I'll have to make a separate post about "training" people how to give testimonials for you to use in your marketing materials.

Make Your Marketing Smarter, Not Harder

BY C.J. Hayden, MCC

I've been asking successful independent professionals lately what it was they did that launched their success. What activity helped them the most to stop struggling to market themselves and start finding clients with more ease?

The diversity of their answers has been intriguing, but I've been struck by what they haven't said as well as what they have. So far, not a single person has told me they ultimately got more results from their marketing by working harder.

This may seem to be at odds with what we learn about marketing from books, classes, consultants, and coaches. Given the volume and variety of ideas these experts share with us, aren't they suggesting we need to do "more"? Or is it possible that the message to work harder is just our own interpretation? Perhaps what the experts are really advising is something different.

There is a certain threshold of marketing activity every professional needs to cross. You can't sit in your office communicating with no one and expect clients to arrive at your door. Nor can you accomplish results with your marketing if you don't make time for it in your calendar. But once you are regularly taking action about marketing, the secret to success appears to be working smarter, not harder.

How do you tell the difference between working harder at marketing and working smarter? Here are some comparisons:

Harder: Place more cold calls to new prospects.
Smarter: Follow up regularly with warm calls to people with whom you already have a connection.

Harder: Launch a direct mail campaign, sending sales letters to a prospect list you purchased or compiled from public sources.
Smarter: Send personal letters or email to people whose problems and goals you have some knowledge of.

Harder: Attend more networking events.
Smarter: Attend only those events frequented by people in your target market or by likely referral partners.

Scrapbook Marketing: The Personal Touch

A fabulous grassroots marketing idea from Heidi Swapp -- the team at HS recently invited a group of local retail scrapbook store owners to one of the staff's homes "for a little educational training evening".

I think about 15 stores were represented- some driving in as far as 3 hours to be with us… we have been visiting the stores around to get to know the owners, and their customers- and get a change to hear people’s comments and thoughts. It’s been really cool for me to have that chance-on such a personal level.  We had dinner, and taught several different demos … it was a great opportunity to just connect without the pressure that exists inside the stores, and fun because we have had a chance to get to know some of them in their own element.

Talk about the personal touch!  WTG, Heidi!  They invite these storeowners into their HOME for a personal, hands-on demonstration.  Talk about marketing opportunity!  Of course, this is Heidi Swapp, so of course these retailers are going to jump at this chance, but this idea could still apply to your business, even though you aren't Heidi Swapp.

Think about your customer base, either current or prospective.  Who could you invite into your home (or another cozy location) for an afternoon or evening of demos and Make & Take's?  Answer their questions about your products, techniques, and class possibilities.  Ask them questions about what sells well, what their customers want, and what they want from you.  This is a GOLDEN market research opportunity, made more personal and meaningful because of the one-on-one attention (and probably yummy treats to eat, and maybe some scented candles.  Knowing Heidi, there were probably some ultra-cute take-home goodie bags, too).

How can you give a chunk of time, and some personal attention, to a group of your customers?  And what do you think it could mean for your business?

Grassroots Marketing: Ideas for Scrapbooking Business Owners

I just posted my most recent magazine article to the Scrappy Marketing Solutions Press Room: "Grassroots Marketing: 12 Ideas for Scrapbooking Business Owners" was published in the Jul/Aug 2006 issue of the trade magazine, Scrapbook Premier.

In this article, I share such ideas as:

• Start a local networking group for other local retailers or home-based consultants of all "flavors" (baskets, beauty products, children's toys, etc). Arrange to meet regularly to share marketing ideas and referrals.


• Write a press release or tip sheet about how to organize photos and memorabilia, and submit it to local media during Get Organized Month.


• Host an open house, especially near gift-giving holidays like Christmas and Valentine’s Day. If you have a retail location in a strip mall, consider coordinating a “progressive” open house with other storeowners that offer non-competing products or services.

For 9 more ideas on how to promote your business "from the bottom up" (hence, "grassroots"), please check out the article.

This article launches a 5-article series I'm writing for Scrapbook Premier:

"Jumpstart Your Scrapbook Marketing Plan with Grassroots Publicity." Each article will deliver important ideas that can significantly
improve your marketing efforts – for little or no cost. Each piece will focus on a different promotional tool you can use right away to help promote your business. You’ll learn about:

• local grassroots marketing
• using news releases
• crafting press kits
• effective web content
• and business blogging

So keep an eye on Scrapbook Premier this year for lots of great marketing ideas!

What Makes an Effective Small Business Blog?

Here's an good example of a business blog building awareness for its niche: The Small Business Buzz.  Site owner Chris Brunner describes his blog this way:

A daily blog by site owner Chris Brunner covering business news from around the world. Discover links to tips and advice that can help you run an efficient, more profitable business.

Here's why I think this is an effective business blog:

1. Starting with that description, he gives his readers a reason to come back -- they will get "tips and advice that can help you run an efficient, more profitable business".  If you have a business blog, explain/describe what the BLOG is about, which is different than an About Me profile describing who you are.
2. He gives examples of how people use his services -- which not only highlights his customers' businesses (and gives them a nice ego boost for being selected); the examples also highlight what his work looks like.  Win-win!  I've seen a similar example in Paula Gardner's PR newsletter from the UK -- she highlights her clients' recent media exposure.  That gives her clients a nice boost, and establishes her credibility as being about to get people noticed by the media.
3. He actively seeks out posts on other blogs that relate to his business (business cards), and small business in general -- then he links to those blog posts and comments on them.  This interconnected web is what blogging is all about.  He links to other blogs, and comments on them as well -- this is a well-established way to build traffic to your blog.
4. He notices articles about his niche in newspapers, links to them, adds a few comments, then ties it back to his business.  Another easy way to add current, relevant content to your blog, while also plugging your business in an unobtrusive way.
5. Chris uses his blog to educate his readers.  In one post, he links to a relevant term found in Wikipedia.org, provides a few comments, then ties it back to his business.  Fantastic!  I never would have thought of using Wikipedia like that.
6. He actively hosts, participates, and highlights Blog Carnivals.  I'm still wrapping my brain around this concept, but even at this point I can see the marketing potential of Blog Carnivals.
7. He blogs regularly.  Posting even once a week keeps your business in front of your target market.  Blog irregularly, with months in-between, and your visitors will stop seeing your blog as a viable, valuable resource, and stop visiting.  No visitors = ineffective marketing tool.

There are other reasons, but you get the point.  Check out his blog; study it; figure out how you can tweak some of those ideas to make your blog a more effective marketing tool.

I happen to have a few ideas on blog marketing, and I've put together a couple of Special Reports - one geared toward general small businesses, and one written specifically for scrapbooking businesses. 
Download your own complimentary copy of the PDF:

• "Blog Marketing: 27 Ways to Promote Your Small Business with a Blog"
• "Scrapbook Marketing: 27 Ways to Promote Your Scrapbooking Business with a Blog"

technorati tags: small business, blogging, blog marketing, business cards

Edited to Add: ME "Liz" Strauss linked to this post in her 7/21/06 edition of "SOB Business Cafe" (SOB meaning "successful and Outstanding Bloggers", not the other thing...LOL)
 

100 WAYS TO BEAT THE HEAT

Saw a thought-provoking online article in the Dallas-Fort Worth Star-Telegram newspaper today: 100 WAYS TO BEAT THE HEAT.

Here's the thought it provoked -- what kind of article/press release/tip sheet could you put together that relates to your business, offering tips on how to "beat the heat"?

Attending classes in a nice, air-conditioned store is a way to beat the heat.

Shopping with a special "Beat the Heat" discount coupon is a way to beat the heat.

Attending/participating in an informational teleseminar in the comfort of your own home is a way to beat the heat.

Encouraging people to take pictures at the pool or lakeside is a way to beat the heat.

Closeup photos of watermelon, popsicles, and ice cubes can also provide relief.

How about a "Christmas in July" crop?

Or a "Think Cool Thoughts with a Winter Layout" class?

I loved some of the fun ideas offered in the Star-Telegram article -- what fun ways can you think of to put your business in front of your target market?  Have you tried any promotions like this?  How did they work for you?

technorati tags: marketing+ideas, press+release, small+business+marketing

Blog Consulting Services Update

I recently updated the options available for my Blog Consulting services, to include some choices for do-it-yourself'ers, and those looking for the best value for their marketing budget.

Option A is for you if you already have a blog, and are comfortable editing HTML, but aren’t sure how to get more visitors to your blog.

Option B is for you if you already have a blog, want to increase exposure, but don’t have time to add “widgets” or aren’t comfortable with editing HTML.

Be sure to check out my newly-updated Blog Consulting Marketing Services.

technorati tags: blog+consulting, marketing

Working with Scrappy Marketing Solutions: a How To

I recently received the following email, "snipped" for privacy:

...[our company has] been discussing trying to be tech forward with our approach to life in the marketing world...to try and fit it in between all of the things piled on our plates...your name keeps coming to mind, because you seem to  have your finger on the pulse...we would love to talk with you sometime...as a consultant, peer, person...etc.

Let us know how you work...

I thought I'd post my response, in case anyone else has similar questions/wonderings.

How I work... that depends on what you need my help with, but basically it starts with a phone call (or email).  We chat a bit about what you need help with, defining your most troublesome challenges.
Do you want to increase exposure ("getting out there") among consumers?  Do you need more retailers/wholesalers to know about you and your products?  Do you want to get mentioned in the media?  Do you want to know how to use your blog or website more effectively as a marketing tool?  Do you need a press kit for the upcoming trade shows?  Knowing what your marketing goals are, in priority listing, while help guide us in forming an action plan.

You can email me with a description of what you struggle with most, so I can start brainstorming solutions, then we can set up a time to chat by phone.  My phone consultations typically last an hour, and are charged at my hourly rate.  During that call you can ask any kind of marketing question.  We'll further define your marketing goals, and draft an action plan.  If I play a part in that action plan (i.e. putting together a press kit), I'll give you an estimate of what that will cost, and what information I'll need from you to move forward.  After the call, I'll send you an invoice by PayPal (where you can pay with PP funds, or a credit card).  I'll also follow up with an email outlining what we talked about.

If we determine, during the call, that I can't help you, I won't charge you for the call.  (Although, that's rather unlikely, because I'm such a helpful person! ;)  )

Hope this helps clear things up a bit!