[Jewelry making - Article 01307] - Re: [Orchid] Have You Been Advertising?

[Roseann Hanson]

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>       I would like to be making $100, 000 in 3-4 years from now (right
>     now my jewelry pulls in about $12,000 - $13,000 a year). I've never
>     advertised before so I am keen to give it a try. How much did you
>     spend on your campaign? 

    [I'm going to try to answer questions here quickly as I'm zooming
    out the door but want to get this done, so I apologize for any
    short/terse answers!] 

    Wow, that's quite a goal! There have been some excellent posts on
    the right percentage to spend on your advertising given your goals,
    but I think given the economy and the risk, I'd start small unless
    you have considerable cash to burn. Ads run from $400-800 for a small
    local one to thousands and thousands for national placement. You must
    be in a magazine consistently (3-6 times/year) before people start
    responding. That's a big chunk of change - a big risk. They want cash
    up front usually, so are you prepared for that? I spent 20% of my
    gross annual income, which I plowed right back into the business, so
    I'm still not "making a living." 

>         I'm really interested in how you get a free editorial. Do you
>     type the story yourself and just send it to the editors? Do you
>     send photos? Or actual samples (base metal)? Is it best to call the
>     editor before sending materials? 

    It's EARNED media, not FREE. You have to work at it, it's a
    partnership between you and a publication. You never write an article
    about yourself - that's seen as rather cheesy. 

    In your marketing plan, which takes a long time to write and polish,
    you have researched WHO you want to reach. Then you find the VEHICLE
    (magazines, websites, art shows, whatever). Then you research how to
    best get into those vehicles - do you buy ads? Find out when they
    have jewelry shoots? I targeted high-end Western/cowboy/resort
    markets. I chose Cowboys and Indians Magazine, bought some ads ($800
    ads - very small, but consistent). Then I found out when they have
    fashion shoots, called my AD rep and asked her to get me an
    invitation. Then I sent in my jewelry according to their guidelines.
    You have to send in your stuff and you risk damage. I had one piece
    get scratched on the way back. No one's fault. It's cost of doing
    business! Pieces you send should be considered advertising expense. 

    I have been consistently featured in the magazine, to great results.
    But there are no guarantees! You can see some of the results on my
    website. 

    I can't stress enough that you need to work as a partner, be
    professional, not act like a prima donna artist or complain about
    photography or scratches or whatever. 

    I hope this helps, I'll post more soon if I can. 

Roseann

Roseann Hanson
Desert Rose Design Studio
www.desertrosedesignstudio.com
Tucson, Arizona
520-591-0508 voice/message
866-421-1813 toll-free fax

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