This page contains a Flash digital edition of a book.
• What are the summer colour trends and styles and how does this relate to your product? • Can you tailor your designs to tie in with The Olympics and The Jubilee celebrations? But watch out for copyright issues!


Spring cleaning your website Whether you have an on-line shop or a website or both, now is a good time to cast a critical eye over the presentation and information for your products. Make sure that the images are clean and sharp – this may be a good time to take new photographs or Photoshop the existing ones. Proof read your existing product descriptions


for


errors, making sure that there is plenty of relevant detail. Reassess your delivery costs to make sure they are realistic and affordable. Don’t forget those important tags on your site and choose those tag words carefully.


Checking your price point Putting a retail price on handmade


50 | ukhandmade | Summer 2012


items is really difficult and, once we have finally set a price, we are reluctant


to revisit it. But now is


a good time to spring clean your prices. Take a look at your Sold items – this will tell you a lot about your pricing. What was the average price? Retailers and manufacturers are constantly reviewing their prices and those of their competitors and so should you: • Can you afford to remove the shipping costs and offer free shipping? • Could this cost be incorporated into the price of your product? • Can you offer discounts on bulk buying without cheapening your offer? (I detest BOGOFs and so do discerning customers).


Don’t forget your existing customers We often offer new customers incentives to buy from us but what about those loyal customers who buy regularly; don’t they deserve a reward? Offering existing customers a free gift, voucher or discount can encourage further purchases.


Personalising the offer, such as direct mail with the customer’s name or asking them for feedback, will help to attract customer loyalty. Think about the times you’ve had a great shopping experience, either face to face or on-line and apply those lessons to your customer care.


Updating your marketing materials How you present your product and what you say about it makes a big difference between desire and need. With most handmade products the customer doesn’t actually need the product but may want the product.


The secret to good marketing is to make that product so appealing that the customer confuses their want with their need. Great product photography can make a piece of jewellery a “must have” and well written copy appeals to impulse buyers or collectors.


Not everyone buys for themselves so gift guides and “get the look”


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110