Craft Festival
Home

Our Mission

FAQ

Art & Craft
Directory

Contact Us

Art & Craft Articles

Custom Work

On Line Success

Advertising

So You Want to do a Show?

Accepting Credit Cards at Art and Craft Shows

Copyright © 2001-2008
All Rights Reserved

Advertising by Carey Sevier

Advertising your Arts & Craft Business - Building a Presence Outside of the Internet Promotes Your Website

Never say that you can not afford to advertise your arts & craft business.   Start small and work your way up!  These tools work hand in hand with promoting a successful online business. Here's some ideas to get you started in the right direction.

Low Cost Advertising

Business Cards

With the stationary readily available and a good desktop publishing program you can design a very professional business card for a very small investment.  One advantage to printing your own cards is you can print smaller quantities; then as your business changes you can reprint cards.  Be sure to include your name, address, telephone, fax, and website address.  One neat trick I learned from a customer was to list the type of products you offer on the back of your business cards.  This is great for those who "look now and buy later" from either your website or via telephone orders.

Hang Tags

Hang tags are a great way to advertise your business.  When designing your hang tag include your  logo, business name, address, telephone number and website address.  Incorporate a space at the very bottom of the tag for selling price, when the item is sold, prior to bagging or wrapping you can cut off the price. Strive for a very professional look so that even when the purchase is given as a gift the tag remains as part of your product.  These tags often lead to repeat sales.  As your advertising budget grows you can have your tags professionally done with a perforated edge to remove the price.

Magnetic Signage

Consider magnetic signage for both your truck or van and your show trailer.  Staples offers a "do it yourself kit" for around $30 for 2 signs, complete with letters, numbers and extra tape.  As an artisan or crafter you can elaborate on the kit a create a sign that is very unique. Magnetic signs can also be purchased through a reputable sign maker, prices will be based on the size, colors and quantity ordered (they usually offer a quantity discount when you order 2 or more).

Sales Brochures

Brochures are another great tool.  You can choose most any style but my favorites are the tri-fold and a post card.  The tri-fold gives you an opportunity for mail order, web site information, business background , and doubles as  a self contained mailer.  Desk top publishing programs can help you with a design and you can just fill in the important information.   I like to design my brochures as a mini catalog, giving my customers the opportunity to order from the brochure.  Often I will include them along with my newsletter bulk mailing.

Start with a basic black and white brochure that can be used as a bag stuffer or as a take one on your sales counter.  Tri-fold paper is also available in most stationary stores, pre-creased and in a
multitude of plain to fancy backgrounds. Or they can be photocopied on colored paper and folded at an office supply store very reasonably and will give your brochure a professional look.  As your sales and profits grow you can add color and have them professionally printed.

Post Cards 

Post cards can be a very powerful advertising tool. They are inexpensive to print and mail. Plus they capture the audience quick.  They can be designed either vertically or horizontally for the advertising portion.  Remember if you are planning to mail them be sure to use a standard horizontal layout for your address portion or you'll pay a small fortune for postage.  Check with your local post office for the nearest Postal Business Center near you and they can offer tips on designing mail pieces.

Newsletters

Newsletters can promote sales.  My first newsletter was created as a "take one" for my studio/shop and craft shows.  The response was so beneficial that I began mailing them and the customers love it.  A hard copy newsletter can also be used as an email newsletter.  Email newsletters are virtually free and can also be posted on your site giving you an opportunity to add more content that is relevant to your audience and customers.  Please remember to have an opt-out message on your email mailing list so you are not flagged for spamming.

Mailing List

Now you are thinking - mailing list - this is expensive.  Building the actual mailing list is not expensive.  You need to think in terms of creating a valuable tool to use as your advertising budget grows.  It can be used to notify past customers of a particular show; let them know you are returning to their area on a certain date.  You can even incorporate a special just for those customers.  As an artisan you may have customers who collect your work; use it to notify those customers when you have new designs to offer.  Announce the "Grand Opening" of your website or brick and mortar store....the possibilities are endless how you can use your mailing list effectively.

A simple way to start your mailing list is to use a clip board or a notebook when you are at a craft show with a small professional sign that reads something like this: 

SIGN HERE... to receive information about our next show and new products.

Other opportunities for creating a mailing list include:

• Accounting programs like Quick Books have a built in mailing list.
• Have a monthly drawing for a gift certificate in your website or store front.
• Run a local ad and offer a free brochure for your products.
• Create a bridal registry, birthday club or wish list for shoppers.

Press Releases

Press Releases are an excellent way to promote your business.  Local newspaper often run a weekly insert promoting what's going on in the "Neighborhood".  Things of interest for a press release are:  awards you have won, new product release, grand opening of a studio or artisan co-op, business expansion, and community relations (instructional classes given to youth groups or senior citizens).  Check your yellow pages for small businesses that specialize in press release writing if you are unable to create one on your own.  A well written press release can be worth it's weight in gold.

Ready to Move Up to Medium and Higher Cost Advertising?

Order Stuffers

Order stuffers come in many shapes and forms.  Some artisans have success purchasing magnetic business cards and swear they receive repeat sales from their customers.  Bet you have a  few magnets stuck on the refrigerator!  

Mail order brochures can be used as an order stuffer.  Customers often give them to friends and family who do not have internet access or who prefer not to order online.

Co-op order stuffers -  an enterprising group of artisans can create advertising packets which include other merchants cards or brochures in their orders. This type of advertising works well when the group has a diversified array of products to offer that compliment one another. 

Chamber of Commerce

Consider joining your local Chamber of Commerce.  Most chamber group will have a monthly newsletter offering advertising opportunities, brochure placement, educational seminars, networking and more.

Direct Mail

Remember the mailing list that you started and compile faithfully?  Here's some ideas and information on putting it to use!  

Post Card Mailings are the best value for your money.  First, the post card is first class.  Why is this important?  First class mail is forwarded for 1 full year, then for the next 6 months it is returned to the sender with address update information if your customer has moved.  In addition,  by adding the ancillary endorsement "Return Service Requested" the post card will be return to you at no charge with a customers new address.  Using these tools will enable you to maintain a clean, up to date mailing list.  Next, the postage for a post card is actually cheaper than most bulk rate mailing rates depending on the type of bulk mail you use or your mailing qualifies for.  Post cards can also be mailed using a pre-cancelled stamp mailing permit (more information below). Finally, you can design and print them yourself or have them printed at a lower cost than a tri fold mailing.  Use your post cards for up coming shows, grand openings, new products, a sale, holiday promotions, etc.

Bulk Mailings can save you money depending on how you use them.  One thing to remember is that an imprint mailing requires you purchase a bulk mail imprint permit and pay an annual fee. In addition, you are required to properly prepare the mailing or you will not receive your discounted postage rate.  The biggest savings on a bulk mailing comes when you create a "box stuffer" that is delivered to each and every home on a particular mail route or post office box section.  This can be very effective if you have a brick and mortar store.  Bulk mailings actually only save you money if you use your permit 2 or 3 times a year or mail a minimum of 1500 pieces (letter size).  Bulk mailings do not have the same delivery standards as first class so you will have to plan in advance when using this means of advertising.

Minimum Quantities for a Bulk Business Mailing - to qualify for certain postage discounts, you must mail a minimum number of pieces:

500 pieces for First-Class Mail
200 pieces (or 50 pounds of mail) for Standard Mail

If you plan to mail both standard bulk and first class bulk you will need two separate permits. You can apply for a permit to use pre-cancelled stamps; there is no charge for this permit but you are required to pay an annual mailing fee of $150.00.  In addition you will have to buy your stamps, apply them to your mailing pieces and meet the minimum quantity requirements.   Any additional postage required for your mailing will be paid using a mailing statement.  Using the pre-cancelled stamp permit is an excellent way to try out a bulk mailing.  The current pre-cancelled rate for a post card is 15 cents with postage statement additional postage fees starting ranging from $ .026 to $.044 for each postage depending on your presort qualifications.

There is another alternative, you can mail using a permit owned by another business or individual.  This is often done through a mail house or local business that offers this service.  Fees will vary depending on the services offered.   View more details about bulk mailings and direct mail at the U. S. Postal Service website section titled  - Grow Your Business.

Local or Regional Advertising

Consider the neighborhood shopper or weekly newspaper, they are usually cheaper than a full circulation daily newspaper, magazine or other media.  Search the Internet for regional papers that are geared towards your products or shop.  Some of these papers offer special sections for certain areas of interest for local shopping, craft shows, etc.  Contact your local tourist center and inquire about placing your brochure, there is usually a a nominal fee for this service.

Monthly Periodicals and Magazines

Monthly publications are usually very expensive but one thing to remember is that the research for rates and fees is free, the only investment is your time.  Positioning and marketing your business is very important when you take on this form of advertising;  you need to research well to get the best fit for your business.  You can take it a step future and contact present advertisers in your target publications and ask if they will share their experiences with the publications you are considering.

This article was contributed by Carey Sevier.
Carey is a fabric artist and is located in Central NY.
Her web site Sticks and Stitches features made to order
curtains, valances and other home decor items.