Folksy Ltd

How do you find your target market?


(Grimm Exhibition) #1

Ive advertised on Twitter and FB for years, they are free and I know how to add links there, its led to 1 maybe 2 sales:o/
But I watched a craft programme yesterday, then read a Q&A by the same perso and they mentioned “know your market”, find the right person to advertise and sell to.

I have thought about this a bit in the past but have realised some of my products are wrong for who I want to buy them, and Im clearly advertising in the wrong place.

How do I know who will definitely want my products and how do I know where to find them?
Do you know your market and where do you advertise?


(Diane Burton) #2

I wish I knew, but as a card maker I think it would be difficult to find out (I’m sure every adult in the country will have bought/sent at least one card) I suppose as a crafter our ‘target market’ are people who like handmade items but as it’s such a diverse market it might be tricky to whittle down.


(Deborah Jones) #3

I know from craftfairs what type of people buy my jewellery and steer them here with business cards.
Not sure where I would target cold advertising , or how effective it would be on my target market either.
I think with handmade a personal connection goes a long way , either through social networking , face to face , word of mouth , locaton - just some connection.
I may be completely wrong and be missing out on potential sales though.


(Sara Leigh Thornton) #4

My work is animal themed in my main shop, so my target market is animal lovers. I don’t bother promoting anywhere unless I know there will be at least some animal lovers reading what I post.

I don’t particularly go for the ethos of promoting to other crafters - other crafters either know how to make the stuff themselves, or know where to look for good craft items. It’s always worth looking a bit further afield to do your promotion.


(Susannah Ayre) #5

Hmm…I don’t print my art for a particular person. I simply make it because I like making it and it’s a style I like, it just comes naturally to me- luckily it just so happens that other people like it as well. I haven’t changed anything I do to suit any particular person/audience and as such a customer base has built around me, and I’ve had returning customers due to people buying something for themselves wanting more and/or wanting gifts for other people.
I started selling online last year (on various websites) as well as in B&M shops and to date I’ve sold about 80 prints. I’ve got no idea if that’s good or not- but I have no target to meet.
I do promote what I do- but not as much as I used to. I use Facebook, Twitter and Instagram- I probably find Instagram and Facebook the best- my Twitter promoting has been quite bad for the last few months actually. I don’t tend to seek out customers: I just do what I do and hope that people find me- and so far they do.

I guess it depends what you create. I think Art is a one that shouldn’t be made to grab an audience- because then it doesn’t come naturally- art should simply be creating your own style and finding your own niche.
Other products, let’s say knitted products for example; they probably have to follow fashion trends to sell? (Though not sure- I don’t buy one off knitwear) but then I think it probably would matter where you advertise. Who buys your product & where from.

I think craft fairs are good- to an extent- remember at craft fairs you will only get people who actually like craft fairs! Very female heavy & traditionally middle aged+. Also- depending on where it is, might determine how much the average customer wants to spend. So you’re still only going to get a glimpse of a limited audience.

Facebook is probably a good bet- as a huge amount of people are on that. It tells you the demographics for who is following your page as well- male/female, age, location. Though if you pay to promote on their from what I gather from other people it becomes a totally different thing (and doesn’t sound worth it)

Instagram was initially attractive to younger people; though now it seems to be opening out and more of an age range use that app. Personally I find it a really friendly & supportive network. It’s gotten me some really decent commissions for other companies as well.

Twitter I’d say is a big mix- though I wouldn’t say the majority of people on Twitter are looking to buy something - they often don’t want adverts for your products shoved in their face every hour & most posts are very short lived.

Pinterest is a big one now too- though this has it’s limitations- the majority of people who use this are women, in fact its biggest draw is women who’re getting married. Though while it has a huge amount of buying power- particularly in the U.S, a lot of UK users simply use it for ideas to then create their own things- though the buying power in the UK is increasing.

Granted there are plenty more social networks for free advertising but I don’t use the others so don’t know a lot about them.

It is a tricky one- I guess your first question is; are you making for a set audience (even if you aren’t a fan of what it is) or are you just making what you like regardless?

Apologies for the long reply- I found myself thinking as I was typing… :blush:


(Sara Leigh Thornton) #6

I totally agree with the doing art because you love it and not to suit others. With me I love doing animal art, so fortunately I have a good target audience there. I like doing different styles too, within that genre, so that opens the market up even more for me.

I think once people have found what they love to make, then they can start working out who will also love it, and target those people specifically.


(Susannah Ayre) #7

Yeah you’re right. I think art is just one of those areas where even if you create something totally bizarre- there will likely be someone out there who loves it.
I started selling on Art Finder a few weeks ago- and looking at the artwork on there - and what has recently sold- it’s just literally all sorts! No set theme or genre.
But I’d say trying to replicate the style that comes natural to someone may not come natural to someone else at all and would make creating art an absolute chore. So art is something where you should definitely find your own style. I would agree as well and say the audience/target market part then comes after that. :blush:
I guess the same could be said for home decor accessories as well- as like art it’s not something someone needs- just wants. So you’re free to play around with all sorts of ideas.
I’d always create what I like though- if I like it then someone else probably will. :blush:


#8

Same here, I just create what I love and trying to find my own style and hoping that people will find me and like my style. I also have returning customers or people who recommend me to their friends, etc. But I also try to diversify and use prints after my paintings to create other items like trinket boxes, coasters or pendants. Each product is popular on different sites so when I see that a certain product sell well on one platform, I try to create more (ex my trinket boxes sell well on the other site).
As for the original paintings, my style evolves all the time and I create what I feel and comes naturally to me.


(Liz Clark) #9

I agree with making what you love yourself. If you don’t love what you do, how can you sell it? i.e. enthuse about it and for people to desire it?

When it comes to target markets I look at each piece; the more expensive items may appeal but only a few will have the disposable income to purchase them. FB insights has helped me see that the majority of my fans are female, live in the UK, and most are in the 35-44yrs range with the next largest group being 25-34yrs age range. They value handmade (because I price my items accordingly to pay myself a wage) so they recognise the time and effort put into my items, the uniqueness that comes with it too. I know from doing fairs that people (mainly women) love what I do, but don’t want to pay the handmade price - so that taught me “right items, wrong venue”! I therefore don’t waste time doing local craft fairs but do get involved in my local art scene. At some point I will venture out to the more established but slightly quirky events (like Wealden Fairs) but as these are more expensive I’m not ready to do that yet.

Does that help? Or have I waffled too much LOL!