[Jewelry making - Article 00565] - Re: [Orchid] $10,000 marketing campaign...

[Jim Sprague Jr.]

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Hi Elkka,

    I don't think it has been addressed yet, surprisingly, but a
    WELL-DONE website is a MUST HAVE. I don't know if you have a website
    or not, but either way, if you don't have the skills to create a nice
    presentation online, set aside funds to hire someone. If you do have
    skills for that, GREAT (and disregard the rest of this post, but it
    may help someone else)! 

    Do some research on websites you like, the styles and themes you
    prefer, and hire a freelancer to do it. In general, I would not use
    "web design firms" unless you need really technically difficult
    features, and they will cost you an arm and a leg even for simple
    designs. 

    A poorly designed website is detrimental to business, and can negate
    much of the tangible marketing you do. I've seen many fabulous
    artists struggle due to poor online presentations, and strangely many
    "ok" artists succeed with great websites. Fascinating. 

    Unfortunately most of the public (in general) quite often associate
    the quality of the product, based on the quality of the presentation
    of the product-- and it all happens subconsciously. If you already
    have a website and it can use some fresh curtains, do not hesitate to
    do so. A redesign is much cheaper than losing potential clients. 

    If it costs you more than $3,000 for a small to medium sized website,
    you are probably getting ripped off. A good deal would be around
    $1,500 - $1,800. Also make sure the one you hire KNOWS what they're
    doing and has a great track record. 

    I would highly suggest NOT doing Search Engine Marketing in the
    beginning, as that can strip your marketing budget down in a hurry.
    Wait until you have a very refined website and identity, and firstly
    rely on your business cards, postcards, and word of mouth. Only do
    Search Engine Marketing when you are hurting or ready to expand. But,
    if you have the extra funds do to it, it can't hurt too much. 

    Another tip is to keep track of the cost, time, and response for each
    marketing method. Quarterly you can then see what methods are
    working, worth keeping, adjusting, or dumping altogether. Holidays
    are tricky. Some methods may fail in one quarter but work great in
    another quarter. Keeping good records will ensure it doesn't turn
    into a crapshoot gamble. 

    If you want I'll address your website needs and offer some tips and
    suggestions at no charge. I'm on hiatus, so please don't take this as
    solicitation, as I'm getting involved in jewelry ;) 

Looking forward to your feedback.
Jim Sprague Jr.


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