Monday
Sep282009
Part 3.
Monday, September 28, 2009 at 9:00PM 
Just a couple notes on the all important mailing list. I use Excel to keep things in order. I have columns for First and Last Name, Company Name (for galleries and such), Address, Town, and zip code. I also have a column for updating when that person bought the pot or visited the pottery or a show last. That way I know who's who and if I haven't seen or heard from them in 3 or 4 years then I delete them.
Email is also a great tool and it's cheap! I use Vertical Response to keep my customer email lists. The email sign up on this blog also goes to my Vertical Response account for me to use. Other programs such as Emma and Constant Contact are good too.
I really believe in the power of marketing directly to people. I use the postcards and email campaigns to advertise my Home Sales. Of course now days this blog is a great advertising tool as well as FaceBook and my Fan page on Facebook. I've never had any luck with advertising in newspaper or on community bulletins on local radio.
I have used the local newspapers in another way other than buying an ad. I've called the Lifestyles editor on a few occasions to get them to come out with a photographer and do a story on me. This gives them something for the paper and it's free advertising for me!
One more marketing tool is a Newsletter. I did this for several years and it worked great. I got the idea from Joe Bennion in Spring City, Utah. Joe is a pottery hero of mine and I had seen his newsletter a few times before I finally contacted him and got on the mailing list. A newsletter is a way to get more information to the people. There's also more room for photos. We used it much like Joe does, as a way to talk about the pottery but also to talk about our lifestyle. I liked the real personal nature of it and people really responded to it. It does take some time to put together and takes a first class stamp so postage is more than postcard. So it's a bit more expensive in printing costs and postage. We did it twice a year for a while and then once a year. I'd like to do another soon.
Okay, well that's pretty much all I've got for now. I hope this was helpful in some ways. If I think of more I'll post later on in the week.
Reader Comments (7)
Hi Ron - Nice of you to share all the how-to's. I think I will try a newsletter for my studio gallery... Hard to find time to do it all... BTW: Love the way the glaze looks like it "drapes" over the form on the pictured piece.
With regards to the newspaper, every month our guild has a new show (either a particular member's work or a themed event) and we make it very easy for the paper. We make up a press kit that has all of the necessary info, pictures and usually a short article written up as well. The paper loves it when most of the work is done for them and it drastically increases our chance of getting printed. It is a bit of work, but it really brings people into the gallery.
Thanks Patricia and Jerry.
Jerry, Yes I think that's a really good point and one that I could use. The whole press release kit is a good tool!
ron, these 3 posts are great. i really haven't been at it long enough to figure this all out and there's lots of things you would only realize after doing it several times... gonna have to bookmark this so i can refer to it if i ever get my act together.
Hi Ron, great post - I missed your other two posts, have to go back & read them. When my lavender gardens & farm were open I did as Jerry mentioned. I wrote up my own press releases for my gardens especially when I had events happening & I emailed the press releases to newspapers & magazines far & wide. You never know when they need an article. I also included photos - many times they used my photos as it saved them time & money traveling out to my place. I also had a press release kit & whenever I went anywhere or talked with any media person I always had a press release kit I gave them, particuarly when they came out to my gardens - I handed them the packet as they were leaving to take along with them - the kit refreshed their memory about key points about my gardens.
I am wondering about deleting the names of folks you haven't heard from in 3 or 4 years ? My gardens aren't open any longer, but I still have folks contacting me a couple of years later, even folks from out of state.
Wow,
I feel like I should be taking notes! Great posts, thanks Ron.
Joe
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