What to do when the quality of ther products speak for themselves - but (feels like) the whole world is doing similar online?
What to do when it feels that the competition is either in an apparent race towards low price (lower quality) product or huge set-ups with massive workshops, marketing teams and apprentices to fetch and carry?
What to do when you need a remortgage to pay per click for your products to be seen online?
We decided that the answer, for us, is to get out there and show people in person at makers/crafters/Xmas markets and fairs. We are passionate about what we do, and love to show off the quality of our product. Plus Claire is incredibly endearing to meet and talk to (the rest of us less so, but we can put on the face for a while and let Claire shine for us to hide behind.)
We decided to take a punt on Penkridge Market- the fees aren't huge so the only real cost is our time (and 6am starts are better without a long commute!)
But then, who walks out of a market with a big chunk of wood under their arm? And we aren't Ikea - we don't have space to store or display a huge range of items, we always intended to be mostly making to order.
After many years running PTA stalls it feels really strange planning to be at a market without a huge array of low value items for quick "pocket money" sales. But this is about talking to people about quality woodcraft, finding people with a staircase that needs some TLC, or who have a coffee table sized gap in their lounge, a space that would suit a chunky shelf - not quick sales. (I hear that this is called "building a pipeline" - I am about to start all the marketing courses!)
We made a few "small" items (chopping boards, serving platters, coat hooks) and some bright craft items (feather trees), but mostly filled the car with beautiful tables and shelves to display, draw attention and hopefully sell a few.
We printed a LOT of leaflets with links the website and details of current products and services (did we mention that we finish/refinish other people's wood too! Doors, tables, bannisters, floors etc.) and bought some chocolates to give away (PTA tactic!)
It took a lot of effort setting up - effectively building tables on site on a messy concrete floor - lots of card and furniture blankets, achy knees and Mr M's impressive tool bag!
Claire did her thing and charmed the world! The market community was very welcoming and supportive, I guess they remember what it's like to be newbies! We sold one of our tables to our neighbours on the next stall - who had a van so did actually walk out of the market with a huge chunk of wood under their arm!
Apparently the market was much quieter than normal due everyone waiting for the infamous Victorian Christmas Fair the following day (we knew about this, but pitches were sold out before the business was even a twinkle in our eyes). We still sold a few small items and we spoke to a lot of people who loved the products, took leaflets and promised to measure up and get back to us.
As the footfall decreased to a trickle and we started to think about packing up and having a long lie in and a restful day... the organisers came and offered us a last minute cancellation the Victorian Fair! Plus space to store our larger items to avoid the packing up and seting up again burden - we though about it for a whole 30 seconds! And set about preparing for a full weekend of markets on our first ever outing!
If Sunday is half as good at Saturday was I think it will have been worthwhile, I guess it'll still be some time before we know whether the interest and goodwill translates into orders, in the meantime we will continue to work through all of the online marketing options we can afford. My instinct tells me that we'll be planning more markets soon!
