Regardless of whether you are making jewelry for fun or for a business venture, there are multiple variables to consider before you even sit down at your crafting table. But before you even consider those, you have to figure out the answer to a single question: Who is your target customer?
Targeting your Customer (Part 1)
Once you figure out your target customer, you’ll be able to alter the variables in your crafting business to engage and draw-in this target person. We’ve found that it’s better perfect your product to appeal to single group of people rather than trying to appeal to everyone and satisfying no one completely.
Trust us, we know. Fair Ivy used to have A LOT of options for monthly surprise packages. We had Fun Ivy, a branch that sent silly surprise gift boxes to girls every month. We had Fred Ivy, which sent monthly surprise boxes to men every month. We had Fair Ivy (of course), which sent monthly gifts for women (yes, that one is still the same!). At one point we almost opened up Fairy Ivy, which would be for little girls. And the conclusion we came to? We were best at handmade gifts for women, and those were the customers that responded best to our products. So we focused.
How do I figure out my Target Customer?
Well, you could always do it the lengthy and expensive way like we did (as mentioned above). But I wouldn’t advise that.
When it all comes down to it, you are most likely making jewelry because YOU enjoy doing so. And you probably have a specific style that you lean towards, because it is the style that you yourself are attracted to. So what we suggest is working backwards from your product and find who already likes it, rather than finding your target audience and trying to mold your product to them from scratch.
Suggested Steps for determining your target customer:
- If you already have been selling your product: Write down some features of your previous customers. Gender, age, style, what sort of venue they were purchasing through, etc.
- If you’re new to selling: Create a few different samples of your product. Start by taking them to friends and family and ask for who they would purchase the items for, and which one their favorite is. Some honest friends will probably let you know that it “just isn’t really their style”—and that is OK. DO NOT try and change your product too much to suit these people, as all you’ve determined is they are not your target audience. Remember: making jewelry should be enjoyable for you, so don’t stray too far from what you enjoy.
- Post your product on Facebook and ask for people to “like” it if they’d consider purchasing it.
- Find blogs in a variety of genres and offer up some items for giveaway. Watch the response and see who is entering the contest. We suggest asking for a Facebook like on your fan page as a way to enter—that way you can have a quick peek at the public profiles of the people entering and get a tiny snippet of who they are : their gender, general age, overall style, and if you’re lucky their geographical location.
By the end of these three steps you should have a bit more of an idea of who is digging your handmade jewelry gifts. Are they being purchased mostly by men? If so, for whom? Are they perfect gifts for new moms? Gifts for a long-distance girlfriend or wife? Or maybe as a gift for Mother’s Day? If women are buying your item mostly, are they buying for themselves or as a gift? What sort of a gift? Is it a surprise birthday gift for a best friend? A just because gift for a co-worker?
These are all very important questions to try and answer, before we delve into the next phases of this Making Jewelry series. Once we have some of these answers (even if they are vague), we can focus on these individuals when you are doing a (tiny) bit of product tweaking and determining your marketing plan. (These should come before you start making jewelry!).
For even more factors to consider, check out this useful article.
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We’ll be posting again soon with subsequent chapters in the Making Jewelry series. Stay tuned!
Ps. If you are already making jewelry and think it fits with Fair Ivy’s vibe (see our Past Surprises for examples), we are looking to feature you as a monthly gift box! Connect with us.