build your community
“The days of telling consumers what awareness and build
to think about your product, brand or brand loyalty.
business are over. Today, marketers
and consumers collaborate together “I believe the craft industry is
building a brand. The Marketer’s uniquely positioned to really leverage
relationship with consumers has social networks,” Ms. Hall continues.
changed. It is more fluid, personal, “Social Media could be a big part of
and more dynamic than ever before. the solution for helping maximize
It’s still about messaging and some of the industry’s greatest
consumer touch points, but now opportunities … like pulling new
it’s not the business-to-consumer users into crafting.”
message that drives growth, its
consumers talking to consumers Spellbinders is only five years old,
to create excitement for a brand or which makes them a relative newbie
product that really effects change. to the industry. Yet, they have
We are inspired by our consumer experienced rapid growth even in a
more than we inspire them,” down market; they attribute much
states Spellbinders VP of Marketing of their success to Social Network
Tobianne Hall. “We find new uses Media. “Yes, Spellbinders has a
for our products, new tutorial videos great, truly unique product. But, we
and application ideas, everyday, in understand that no matter how great
our communities.” the product is, if no one knows about
it, it’s not going to sell. Ultimately
Thanks to the fact that products in demand can only follow awareness.”
the craft industry are demonstrative
by nature, and consumers are hungry Start up businesses won’t always have
for inspiration, craft and craft related the necessary resources for more
businesses are well positioned traditional media programs. Social
to leverage Social Network Media Networks can be critical
Media. Sharing inspirational and outlets to help reach the consumer
instructional content is a great way to without increasing budget. They
not only provide relevant information are a direct line to the voice of the
to a target audience, but it’s a great consumer and a great leveler, too.
way to extend beyond a specific In a social network setting, even the
brand or business message. smallest company can have as much a
presence and voice, to the consumer,
Communities are scalable. They as a well-established, larger company.
can be established both on a local
level, to help make your store a In the end, with social network media
resource for consumers and build a marketing, it isn’t advertising dollars
loyal customers base, and globally, that drive the vote – its consumers.
to educate and spread product Isn’t that the way it should be?
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