I know it sounds odd, but for many of my customers I seem to have become their “secret weapon” in 'keeping up with the Jones’ ' scenarios. I’m specifically referring to well to do, more mature ladies (i.e more grown up children) who “do lunch” with their friends, attend fundraisers, love to shop and so on.
They have usually found me online (by chance!) or at a show and live at least a couple of hours drive away (my local customers are more than happy to spread the word). They buy regularly from me, for both themselves and gifts but overall, we’re not talking huge $ - perhaps $200-300 from each of them a year. But that’s where it ends. You would assume that you would get some ‘word of mouth’ happening and a few referrals. Although I hear that they’ve received so many compliments on their newest purchase, I’m yet to see that translate … EVER… into an enquiry.
I’ve think I’ve become their secret weapon in the way to outdo their friends (who I assume are similar in style and taste to them). I’m obviously not well known where they are so that they can't "drop" my name and have it mean anything. When complimented I assume they just say thank you and move on, or when pressed, describe me as the little ‘girl’ (although I hardly fit that description any longer) that makes things for them. To quote one of them “I told my friends I have this amazing little girl I found who makes them for me”. End of story.
I’m not comfortable with saying to them “please let your friends know” as these are established clients and that line seems more appropriate for newer clients - and a bit pushy at this late stage.
So, is there any way that I can turn this to my advantage? Or a way to get them to spread the word? Any ideas welcome!
Comments
Great comments everyone! John, I totally agree that newsletters are the way to maintain relationships and keep people in your mind. I have hundreds of subscribers, partly from a list that I developed when I owned my own art gallery and partly from folks who sign up on my website. My website provider has great tools for marketing. They are called Fine Art Studio on Line. www.faso.com. They currently have hundreds of painters who use them, but any medium could work. I have the gold plan and it is only $28 a month for everything. There are tons of options and perks due to the provider being totally artist oriented. What I appreciate the most is that their tech people are folks just like you and me for the most part, who are living here in the states and who understand how to communicate with other artists. (sorry for going on ang on, I really don't work for the company....just a satisifed customer...).
I do understand your pain Annette! Lord knows we all have had people refer to us as anything other than what we would perfer! Thankfully you have those great local ladies and eventually their and others references will help out.
Thank you John!
I do some of these things and do a newsletter although I must admit I'm not as regular as I should be...yet I often get a sale from something I've pictured in them, so I should do it more often.
Every item comes with a swingtag with contact information and I include an extra business card in the packaging, just in case.
My Artist Statement is okay - I revamped it last year trying to make it sound more interesting. (Maybe we need to start a thread where we can contribute to everyone else's statement if they're struggling?)
I must admit to rarely doing number 4.
Lots of powerful ideas John, all neatly tied up in one post!
John, I love your ideas!
This comment comes from a strong marketing background...but if you are relying on your customers and their "word of mouth" it can take forever...if at all. People have a hard time remembering the names of big and important people in their life...and it's hard for them to recall anyone they've done business with What I would suggest is a referral system...where you actually develop your customers....Sign everyone who comes to your booth up for a regular email you send out that will remind them your around...and get them expecting your next message. Costs almost nothing...and people will appreciate you for it...you are making the effort to stay in their minds...You can start with any of the common email services like Aweber or Constant Contact (others may have some comments on what they think is best...they are all about the same). Remember...you can wait for them...or help them find you when they are ready. It's cheap...from free in some cases to $25 a month...and if you get in the habit of sending out a newsletter...you might find you really enjoy it as well...and helps you discover and focus on new ways to sell.
2) You can also put a tag on all your work with your contact info and point it out so they know it's there...so when their friends ask "Where did you get that lovely piece" they can give them your name right then.
3) What does your "Artist's Statement" look like...most are a boring list of the shows you've been in...awards...your philosophy. I would suggest making an entertaining piece...think like an article from People or USA today (or get a local paper to write an article about you and reprint it). This is not
How Cool I Am"...but "How Interesting I Am"...something people can relate to and take with them. (PS You can write your booth number in big numbers on the front or back when you give it to them...so many people might want to come back..but get lost in bigger shows so give up.)
4) Write a note or give a call...talk about cementing a relationship..very powerful.
5) You may not get over your resistance to "selling" (you mentioned that above)...but you can get better at it.
Look at the artists around you who take these extra little steps...see how it's working for them..and don't get mad when they are selling more. These are all very basic promotional ideas...and I hope they help.
John
I think you're right Kathleen - I will have to investigate further along those lines.
Susan C and Jacquelyn, I don't get this locally - people are more than happy to bring their friends in and refer people my way - perhaps its just a certain group (or two or three ... ) that do this. I am dealing with Australians too - perhaps they're a bit different!?
Jeanne, its awful isn't it, but you have to laugh at their pretentions!
Gail, I have tried contests, they haven't worked in the past, but you never know, they may work in the future!
Susan L, yes I do have a facebook fan page and am just starting to see new fans popping up - I've just hit the 500 mark - maybe you have to hit a certain level before you start to see your page spread? And I do make sales on there occasionally so it can work there. Its more that my work sells so much better in person than online, when people can see it, touch it and try it on, so would be nice if some of these well heeled ladies brought their friends with them!
Hi Annette. Have you offered them a few of your business cards so that they can pass them on to their friends? Maybe they haven't thought of that yet. Have you told them how much you would appreciate them referring you to their friends? Could you see your way clear to give them a small discount on their next purchase if one of their contacts buys something from you? How about a small gift as a thank you for the referral. I'm thinking here of something like a polishing cloth, or a few of the anti-tarnish tabs to put in with their silver things. Both of those are things that would get used up, so could be something that they'd like to have more of. Good luck to you. We had a show this weekend where a customer bought an expensive wire wrap bracelet and brought a friend back around to show her our booth. The friend wound up spending more than $800. on my husbands gemstones! I told him that we should offer a finder's discount or gift of some sort! Made the difference between a so-so show and a show that we'll consider coming back to.
do you have a face book fan page? You can pick up a lot of friends 'friends' if they will become a face book fan
How about sponsoring a contest of sorts? The "client of the month", who recommends the most people, as verified by the new visitors, gets a really nice piece of your art? People love to win things. Food for thought?
Great idea Larry!
I feel your pain, Annette - I had a customer who loved the way I repurposed her vintage mother of pearl beads (five feet of individually wire wrapped links). She told me she bragged to her NYC and west coast friends that she had her jeweler out on Long Island make it for her. Have I ever heard from any of her friends? no
Well, that's a nicer way to put it - good idea Larry!
-
1
-
2
of 2 Next