A couple weeks ago May 24th, I attended a workshop run by Etsy.com, Duct Tape Marketing for Creative Entrepreneurs. As a student of business I have a special fascination with marketing and advertising. So when I saw a friend post a link and a code to get free tickets to this workshop I just had to go. (though tickets were only $5) It was geared towards creative craft makers who have shops on Etsy.com. However, I figured it would still be informative and worth the trip. I was correct. The workshop featured John Jantsch presenting the basics of marketing. John is a marketing consultant and author of Duct Tape Marketing and The Referral Engine.
To my great satisfaction he started out by explaining that though it was called marketing for creatives, there really is no difference. All marketing is based on the same principles.
Before getting into the explanation of what marketing is and how to perform it properly he explained the characteristics needed to run a small business.
He went on to explain that most small businesses are still just a hobby. The major determining factor between it being a hobby and a business is marketing. To really be a professional business you have to be proactive and search out your customers through a thought out marketing strategy.
He described marketing as a system. The goal of this system is for people to know, like and trust you and your business.
He stresses several points associated with a good marketing system. I’ve outlined a few of the main points I jotted down during the presentation.
- Strategy before tactics-A narrow focus and a clear definition of your ideal customer help with your differentiation and domination of your market.
- Marketing Hour Glass-This is essentially an extended version of the concept of the marketing funnel. Where that ends at the buying stage, he stressed the importance of the whole buying experience in order to not just make a sale but also get repeat business and referrals.
- The Information Business-With the abundance of available information on the internet business owners need to provide content to their market. Connecting to your potential customers in many forms of media can gain you more traffic which could turn into sales.
- Create a total Web Presence-Essentially make sure you are utilizing all the social media tools, local directories, and ratings or review sites to your best ability. In addition they should all connect back to your main website or online store.
- Live by the Calendar-Marketing can be a big task there can be many different elements to take on at once and it can be overwhelming. Using a calendar to outline monthly themes, weekly actions and daily appointments can help keep it to a manageable level.
All in all I think it was a very informative and entertaining workshop. For me a majority of the presentation was a refresher but there were some great elements I got from it. For those with no marketing knowledge it broke it down to pretty simple terms that could easily be followed.
It helped that they had refreshments and snacks, it made the trip there worth it. I found out later they would be simultaneously live streaming the presentation. Though if I had been at home I would not have paid much attention.
To read John Jantsch blogs or find out more about him you can visit www.ducttapemarketing.com.
Etsy is a website and community for people that sell handmade goods, and connect them with customers. Visit www.etsy.com to find out more.