Craft, Inc. by Meg Ilasco

Author:Meg Ilasco
Language: eng
Format: epub
Publisher: Chronicle Books LLC
Published: 2007-04-09T04:00:00+00:00

CHAPTER 5

Marketing and Publicity Strategies

HOW DO YOU GET YOUR HAND-FELTED CLOCHE HAT FROM YOUR HOME-BASED STUDIO ONTO THE PAGES OF MAGAZINES AND INTO THE HANDS OF YOUR TARGET MARKET? BY BEING AN ACTIVE AGENT OF YOUR WORK! YOU NEED TO LET PEOPLE KNOW THAT YOU EXIST AND THAT YOU’RE MAKING FABULOUS THINGS. THE TERM “MARKETING” COVERS EVERYTHING YOU DO TO GET YOUR COMPANY ON THE RADAR. BUSINESS CARDS, WEB SITES, FREE PRESS, AND ADVERTISEMENTS ARE ALL WAYS OF MARKETING; SO IS WEARING YOUR EYE-CATCHING HAT ABOUT TOWN. AS YOU CAN SEE, MARKETING DOESN’T NECESSARILY HAVE TO PUT A DENT IN YOUR WALLET. FOR INSTANCE, STIRRING UP “PUBLICITY” (ALSO KNOWN AS PUBLIC RELATIONS OR PR), WHICH IS GETTING THE MEDIA TO PROMOTE YOUR BUSINESS FOR YOU, CAN BE A RELATIVELY INEXPENSIVE—OFTEN FREE—MARKETING METHOD TO IMPLEMENT. AND YOU DON’T HAVE TO WAIT FOR THE MEDIA TO BEAT A PATH TO YOUR DOOR. MAGAZINES, NEWSPAPERS, AND WEBZINES ARE LOOKING TO FEATURE PRODUCTS LIKE YOURS EVERY DAY—SO BE YOUR OWN PUBLICIST AND INTRODUCE YOURSELF!

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